2016-10-13 LinkedIn Optimization for Nonprofits
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The document is a presentation about optimizing LinkedIn for nonprofits. It discusses establishing an effective LinkedIn presence to attract donors, contributors, board members and share an organization's vision. It provides tips for nonprofits to use LinkedIn effectively, including having an accurate profile, engaging network, and posting regular updates to remain visible. The presentation aims to teach nonprofits strategies for using LinkedIn to build relationships with potential supporters.
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โข Your Name & Title
โข Organization Name
โข LinkedIn Familiarity
[scale of 1 to 10]
โข One goal, burning
question, or challenge](https://image.slidesharecdn.com/2016-10-13linkedinoptimizationfornonprofits-161017192514/85/2016-10-13-LinkedIn-Optimization-for-Nonprofits-3-320.jpg)
![Why Is Social Media Important?
15
Source: Elaine Fogel, โNonprofits Must Reach Millennials with
Multichannel Marketing
โIf your [favorite] nonprofit organization wants to guarantee its
sustainability and growth, it needs to build relationships with Millennials โ
those born after 1980. This generation is generous with their wallets and
time.โ](https://image.slidesharecdn.com/2016-10-13linkedinoptimizationfornonprofits-161017192514/85/2016-10-13-LinkedIn-Optimization-for-Nonprofits-15-320.jpg)
2016-10-13 LinkedIn Optimization for Nonprofits
- 1. Thrive. Grow. Achieve. LinkedIn for Nonprofits โ Optimizing LinkedIn to Attract Donors, Contributors, Board Members, Share Your Vision and Drive Visibility Kelly T. Leonard, CEO, Taylor-Leonard Corporation October 13, 2016
- 2. Presented by: Kelly Leonard ยฉ 2016 by Taylor-Leonard Corporation. Any use of this document including reproduction, modification, distribution, and republication without prior written consent of Taylor-Leonard Corporation is strictly prohibited. Optimizing LinkedIn for Organizational Success
- 3. 3 โข Your Name & Title โข Organization Name โข LinkedIn Familiarity [scale of 1 to 10] โข One goal, burning question, or challenge
- 5. โModel Someone Whoโs Already Successful ... Because Success Leaves Clues.โ Tony Robbins, Author 5 + =
- 6. Kelly Leonard, CEO โข Launched BoostMyLinkedIn. ~5,000 first level connections with 6-10 daily inquiries for opportunities. โข Generated $500,000+ revenue within 1st 24-month period of implementing repeatable LinkedIn strategy. Trained 5,000+ individuals. Partial Client List
- 7. You CAN Do It, Too! 7
- 8. FREE Gifts for YOU! 8 Stay Tuned!
- 9. Todayโs Objectives โ You Will Learn ๏ผ Discover the relevance of social media/LinkedIn for non-profit organizations ๏ผ Learn how organizations are adapting to social media/digital technology ๏ผ Understand the importance of being A.L.I.V.ETM ๏ผ Explore the best practices for non-profit leaders and business professionals to get the most from LinkedIn ๏ผ Learn strategies to effectively use LinkedIn to build relationships with potential donors, supporters, volunteers, etc. 9
- 10. The Good News Is โฆ 90% of questions you have about social media are not in fact social media questions, theyโre actually networking / relationship development questions! 10 Social media technology allows people to talk about brands with unprecedented speed and volumeโฆ WARNING! WARNING! Watch what you โsayโ!
- 11. 11
- 13. Top Challenges? ๏ Poorly Defined Strategy ๏ Lack of Time ๏ Inability to Measure Value / ROI ๏ Difficulty Integrating Social Media with Other Business Activities ๏ Lack of Budget Challenges can be overcome, if social media is planned and done strategically! 13
- 14. Why Is Social Media Important? 14 If you're not actively using social media for your organization/business or brand then you're missing out on the potential to reach more than 73% of the adult population that has access to the internet according to a Pew Research Internet Project study
- 15. Why Is Social Media Important? 15 Source: Elaine Fogel, โNonprofits Must Reach Millennials with Multichannel Marketing โIf your [favorite] nonprofit organization wants to guarantee its sustainability and growth, it needs to build relationships with Millennials โ those born after 1980. This generation is generous with their wallets and time.โ
- 16. 16 Why is LinkedIn Important? Source: LinkedIn Internal ๏ผ 430+ MM members worldwide ๏ผ Users in over 200 countries, available in 19 languages ๏ผ 42% of users update their profile regularly ๏ผ 2MM+ Groups, with 1,000 forming every day ๏ผ Over 5 billion professional searches each year ๏ผ 9MM+ Company Pages ๏ผ Millions of connections formed every business day ๏ผ 2.8MM+ US-based jobs currently listed on LinkedIn ๏ผ 77% of all open jobs are listed on LinkedIn ๏ผ 48% of recruiters post jobs exclusively on LinkedIn ๏ผ Vision ๏ create economic opportunity for every one of the 3.3 billion people in the global workforce
- 17. 17 Why is LinkedIn Important? Millions of nonprofit professionals use LinkedIn to identify potential volunteers, board members, employees, and donors https://nonprofit.linkedin.com
- 18. 18 Why is LinkedIn Important?
- 19. Get Started! 19 Effectively building a personal profile is the first step to growing a strong LinkedIn presence because people do business with people they ...
- 20. Is My LinkedIn Profile A.L.I.V.E.TM? 20 Aโ Accurate Lโ Locatable Iโ Impactful Vโ Value-based Eโ Engaging "To attract attractive people, you must be attractive. To attract powerful people, you must be powerful. To attract committed people, you must be committed. Instead of going to work on them, you go to work on yourself. If you become, you can attract." -- Jim Rohn
- 21. Is Your Profile โฆ Accurate 21 ๏ Free of grammar/spelling errors? ๏ Correct in all details โ factual? โWhoever is careless with the truth in small matters cannot be trusted with important mattersโ - Albert Einstein
- 22. ๏ Users with complete profiles are 40 times more likely to receive opportunities through LinkedIn 22 Is Your Profile โฆ Locatable ๏ Do your Specialties & Endorsements contain appropriate keywords which cause you to โrankโ for your expertise? ๏ What words would potential prospects/clients, partners, donors, volunteers, etc use to search for your services/expertise? โข At least 5 skills โข Profile photo โข At least 50 connections โข Industry and postal code โข A current position with description โข Two more positions โข Education
- 23. Is Your Profile โฆ Impactful 23 ๏ Are your Headline and Summary compelling? โข Analyst at Booz Allen ๏ โPMP-certified project manager โ Known for successfully leading multi-million dollar projects in developing countriesโ โข Owner at Symonds CPA ๏ โCPA | Management consultant delivering affordable solutions to improve financial management and reporting of nonprofit organizationsโ โข CEO at Taylor-Leonard Corporation ๏ โSpeaker, Trainer, Consultant | Delivering customized solutions to drive operational excellence & profitabilityโ ๏ What message does your profile communicate?
- 24. 24 Is Your Profile โฆ Value-Based ๏ Does your Summary highlight your value proposition; succinctly written with measurable/quantifiable accomplishments? ๏ Does your profile contain current recommendations that are directly aligned with your skills/abilities? Recommendations vs. Endorsements ๏ Highlight your past performance
- 25. 25 Is Your Profile โฆ Engaging ๏ Define your Connection Strategy ๏ Grow your network. ๏ Share what youโre doing โ post meaningful content as an update, provide thought leadership/hot topics ๏ Communicate with your network โ comment on posts, follow their company, etc.
- 26. Profile Sections โข Profile Header โข Background/Summary โข Experience โข Publications โข Projects โข Organization โข Education โข Certifications โข Skills & Expertise โข Recommendations โข Volunteer Experience & Causes 26 Each section in your personal profile is relevant in helping you to build your network, โbrandโ, expertise/credibility, demonstrate balance, and to rank.
- 27. WARNING! Before Making Changes โฆ 27 OR โฆ
- 28. 28 Understand Your Settings & Privacy
- 29. Profile Header ๏ผ Professional headshot ๏ผ Edit background photo (banner) to draw visual interest ๏ผ Compelling headline ๏ผ Contact info โ email & contact # ๏ผ Website & Social Media Links ๏ผ Personalized LinkedIn URL 29
- 31. Summary 31 ๏ผ High impact, overview ๏ผ 2-3 paragraphs highlighting accomplishments & ways you add value ๏ผ Name drop when possible ๏ผ Establish a Call to Action ๏ผ Specialties to drive SEO
- 32. 32 An Effective Summary โฆ โข Save โข Make โข Create Efficiencies โข Solve Problems โข Bring Peace of Mind
- 33. Experience 33 ๏ผ Snapshot of professional experience ๏ผ Include current & past employment ๏ผ Showcase relevant resume sections; focus on your value proposition & measureable accomplishments ๏ผ Link to Company Page to drive brand /visibility ๏ผ Mix text with bullet points, when possible ๏ผ Give/Get Recommendations
- 34. Additional Searchable Content/Sections 28 Recall your strategy โฆ use keyword searchable content
- 35. Marketing & Collaboration Wheel Posts Personal profile Advanced Searches Groups 35 Company Pages Updates
- 36. Whatโs Your Connection Strategy? ๏ผCounterintuitive to our childhood experience ๏ผWhatโs your philosophy ๏ Connect with no one โฆ Connect with everyone ๏ผWho? ๏ Colleagues/Industry peers ๏ Former co-workers ๏ Friends/Family ๏ People you meet ๏ Classmates/Alumni ๏ People interested in your cause/mission (volunteers, donors, prospective Board members, etc) 36
- 37. Advanced Searches โ For Individuals 37 Consider the value of LinkedIn Premium for more robust candidate searches Be familiar with LinkedInโs Boolean Search Logic
- 38. Letโs Apply It! Who are the ideal types of people youโd like to connect with? 38
- 39. I Made a New Connection โฆ Now What? โข Send an email requesting a short, telephone conversation โHi Judy! Thanks for connecting with me. Iโd like to schedule a quick, 10-minute call with you; the purpose of which is to learn more about you, to share the same, and to explore ways to help one another. Please share the best time/number to reach you.โ โข Consider their connections & โPeople Also Viewedโ for points of affinity โข Build value for โFollowingโ your company page 39
- 41. Identify/Join Relevant Groups ๏ง Connect with thousands of industry experts and like-minded professionals to gather insight and feedback ๏ง Follow and share topical info ๏ง Credibly expand your business network and uncover opportunities to collaborate ๏ง 1,000+ groups are created every day with 100,000 users joining at least one group every day ๏ง WARNING! WARNING! Make sure your posts are genuine and that you're not spamming the group with worthless noise. Group search word: โnon-profitโ
- 42. Leveraging Company Pages ๏ Organizational Development Refine Searches By โข Location โข Industry โข Relationship โข Company Size โข # of Followers โข Fortune Benefits โข Research perspective clients/companies โข Discover public information on companies & how youโre connected โข Find key executives within those companies 42
- 43. Letโs Apply It! Provide the name of a company / organization youโd like to do business with? Your ideal corporate / strategic partner 43
- 44. ๏ผCreate an impactful, high-level overview ๏ผGrow your โFollowerโ base ๏ผPost relevant Company Updates to remain โtop of mindโ & engage Followers ๏ผEncourage your Team to โshareโ/ โlikeโ posts to expand visibility Build Your Company Profile โฆ 9MM+ featured 44
- 45. ๏ผGrow your Following | The Employee Effect ๏ผInclude a clear call to action in all posts ๏ผAsk thoughtful questions to engage your followers ๏ผAdd visuals/videos to make feeds stand out ๏ผAlign content to your members needs and/or interests. Balance organization specific posts with trending industry news/information. ๏ผCreate an editorial calendar but have some flexibility to accommodate time sensitive entries ๏ผMeasure/evaluate your results ๏ผManage updates to keep audienceโs attention. Avoid excessive posting. Company Page Best Practices 45
- 46. When in doubt โฆ โFollowโ the Leaders 46
- 47. Update Best Practices โ Personal & Company Page 47 ๏ผBe brief ๏ผPost regularly ๏ Companies that post 20 times/month, on average, reach 60% of their followers with 1 or more updates ๏ผEncourage your networkโs participation ๏ Include a clear call to action in all posts (read our latest blog, subscribe to โฆ, register today, etc.) ๏ผBalance content ๏ You/Your Company, Industry, Miscellaneous ๏ผConsider leveraging Hootsuite, Buddy Media, Sprinklr, etc ๏ผAlways add photos/videos to make feeds stand out ๏ผTime updates ๏ weekday morning/midday ๏ผTrack your results
- 48. Process Frequency Call to Action View Updates Daily Comment on successes of your network. Shows you have an interest in them and keeps you/your services in front of them. Check โWhoโs Viewed Your Profile?โ Daily Send connection requests to individuals youโre not currently โlinked toโ. For others, engage them in dialog by asking โHow may I help you?โ Add Updates Weekly Expose your network to industry trends, hot topics, deadlines, etc. Always include a call to action! Review Saved Searches โ Job & People Daily/Weekly This is your pipeline. As you receive results from saved searches, connect with them. Make Recommendations Monthly / Quarterly Set a goal to make recommendations. Think โgivers gainโ. Join Groups Monthly / Quarterly Identify the groups containing former colleagues, alumni, peers and/or target market and join them. Contribute to the group by providing meaningful content. Evaluate existing groups for current relevance. Download Connections Annually At least annually, download your connections into a .csv file for safekeeping. Save the file on your local computer or private network. Define an Operating Rhythm โฆ 15-20 minutes/day 48
- 49. FREE Resources 49 โข LinkedIn Profile Self-Assessment โข Profile Optimization Checklists www.BoostMyLinkedIn.com
- 50. Relationships Matter โฆ We Can Help! 50 "To attract attractive people, you must be attractive. To attract powerful people, you must be powerful. To attract committed people, you must be committed. Instead of going to work on them, you go to work on yourself. If you become, you can attract." -- Jim Rohn