Question

Topic: Strategy

Getting Customers & Emp. To Use Our Linkedin Group

Posted by melissa c on 7/14/2009 at 4:53 PM ET 500 Points
I work for a small software company of about 45 employees spread across two countries. A couple of months ago we created a LinkedIn group that would serve as a place for customers and employees to connect. We recently also created Subgroups for customers of each of our software platforms (SaaS, onsite, etc.). My dilemma is two-fold:

Employees: We successfully got all employees to join the group and I sent an email to them giving them ideas of how to use the group (post questions, share articles, provide comments, etc.). I even did a contest for iPod Shuffles to those who posted valuable info. All with no luck. It's pretty much my avatar plastered on the entire group's page with a handful of comments from others (and by handful I mean 4-5).

Customers: Once we set-up the User Group subgroups, we sent an email to customers encouraging them to join and explaining how it benefits them. We even had a customer support person in each user group ready to answer questions. So far, less than 5% of our customers have joined and no one has posted anything.

So, what's a girl to do? One piece I think I'm missing is C-level interaction. While my boss the CEO is the one who suggested the idea, he hasn't done anything other than join. I'm thinking I should encourage the C-level to start participating?

Any other suggestions for getting more participation from customers (in terms of actually joining the group and then participating) AND employees? Thanks!

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RESPONSES

  • Posted by BizConsult on 7/14/2009 at 11:30 PM Accepted
    This is a somewhat innovative but off-topic use of Linked-In. You might be better off with a corporate/customer blog or other interactive page (i.e., on your website) that is set up to encourage ongoing interactions with all parties involved.

    Doesn't seem like a strength of Linked-In to be using it for this purpose and requires a non-company commitment to use it as such (not that it doesn't have many benefits in it's own right, but they don't seem to be tailored/optimized to interactions of this type).

    Key is finding a forum that both encourages input and interaction from both customers and your employees, as well as giving them a regular reason to visit and participate there. If you can provide, incentives and interesting educational info to make the place a destination -- the rest of the comments / interactions will follow...
    -Steve
  • Posted by Jay Hamilton-Roth on 7/15/2009 at 8:45 AM Accepted
    I'd first start with the reason each group would want to use LinkedIn.

    Your employees would basically be using it for company PR, so it doesn't benefit them personally. Besides adding to their burden, it adds risk to their job if the post information that's inappropriate.

    Your customers might use it for customer support, but they may not wish to identify who they are to their competitors who might also be in LinkedIn. If I was a customer with a question, I'd email/call your company directly and not use LinkedIn (or any other online forum).

    The forum could work as a support group for people who can't afford your support fees, or as a brainstorming group, or as a self-help support replacement (in case your customer support is rotten).

    To make the forum useful, start regular postings about information that people care about to do their jobs better. For example, novel uses of your software (featuring one of your clients), a contest for best time-saving (and money-saving) tips for the software, or a help-us-name-the-product contest. Think of the issues that are commonly heard by your support and sales departments and address them, asking questions of the participants and not simply telling them the answers.
  • Posted by melissa c on 7/15/2009 at 10:18 AM Author
    Wow everyone-- thanks for all the wonderful input so far! It's great to hear some perspectives about how LinkedIn is meant to be used and the reservations/limitations that may hinder people from joining the group.

    I may send a short survey to our current customers regarding their interaction with us. We've had many people ask for a user group in the past but since we're a small company, we thought we'd try LinkedIn for that purpose instead of investing in software of some kind. But that, in fact, may be part of the answer.

    Thanks!
    Melissa
  • Posted by matthewmnex on 7/15/2009 at 9:20 PM Accepted
    What is not defined here is the PURPOSE of this group??

    You mentioned that you want people to interact with each other but for what reason exactly??

    There must be a goal that is clearly defined here that is unique and can only be achieved through group interaction on the site.

    What can this group do that they can't already do via email for instance?

    Have you considered instead, setting up a dedicated project management tool such as 'Central Desktop' or 'Ace project' or 'Base camp'.

    These come with all the necessary tools for clients and developers to interact directly and receive email alerts whenever there is a discussion or post that they need to be aware of.

    Your group of people will not get 'involved' unless there is a specific purpose for the whole exercise that is clearly defined.

    Good luck.

    Matthew
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