Are You Connected? - Get LinkedIn!

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I led an in-depth, three-hour training session on the networking and public relations value of LinkedIn. The Maryland Association of Nonprofit Organizations hosted this presentation on June 6, 2013. …

I led an in-depth, three-hour training session on the networking and public relations value of LinkedIn. The Maryland Association of Nonprofit Organizations hosted this presentation on June 6, 2013. The presentation included a discussion on the importance of a comprehensive profile, strategies for leveraging the group and job functions of LinkedIn for professional development purposes, and an analysis of how human relationships successfully develop and thrive in an online environment.

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  • Organize your contacts for groups – check out Imported Contacts tabs (for those via email you haven’t connected with) and Profile Organizer
  • They’ll never know! No message gets sent to them.

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  • 1. Are You Connected? Get LinkedIn! Joe Kovacs, APR June 6, 2013
  • 2. Are You Connected? Get LinkedIn! Social Media – Moving Online  We are not doing anything new, we are just doing the same things with new tools, more often and with more personal power (public relations, networking)  The “Caveman Principle”
  • 3. Are You Connected? Get LinkedIn! The Caveman Principle  Human beings will always be drawn to participate in personal communities and social media can help drive human connection  When people see each other regularly, they’re more likely to want to know them and do business with them
  • 4. Are You Connected? Get LinkedIn! Social Media – Moving Online  Social media is part of a communications revolution (telephone, radio, television, etc.)  Demographic trends point toward technology as an increasingly popular means of communication and not just among particular age groups  AICPA Horizons 2025
  • 5. Are You Connected? Get LinkedIn! Social Media – Moving Online  Adapt!  Before we start, let’s hear about you, your experience with LinkedIn and what you want to get from this workshop
  • 6. Are You Connected? Get LinkedIn! What Exactly is LinkedIn?  A network where networking never ends – Executives/board members: build relationships with donors, partners, media, industry stakeholders, find board members – Finance directors: find other CFOs, controllers to solve common problems and challenges; talk about compliance requirements – Development directors: build fundraising awareness and relationships with donors – Public relations executives: stakeholder relationship building
  • 7. LinkedIn for Nonprofits (nonprofit.linkedin.com)  Any social network: goal-setting is crucial  Use LinkedIn to find board members through Board Member Connect
  • 8. Are You Connected? Get LinkedIn! How to Use LinkedIn Successfully  Be a pub crawling champ! – LinkedIn is always evolving; don’t let the party leave you behind
  • 9. Are You Connected? Get LinkedIn! How to Use LinkedIn Successfully  Be a Buddhist monk – be open with others; better yet, give!  Give resources, ins ights, advice
  • 10. Are You Connected? Get LinkedIn! How to Use LinkedIn Successfully  Be like Honest Abe Lincoln. Earn trust!
  • 11. Are You Connected? Get LinkedIn! BE THERE “80 Percent of Success is Just Showing Up”
  • 12. Profile: Tell the world your story
  • 13. Profile: Logged Out of LinkedIn
  • 14.  A thoroughly developed profile will tell users you cared enough to develop it and should be taken seriously
  • 15. Build a Network – Add Connections
  • 16. Build a Network – Add Connections
  • 17. Are You Connected? Get LinkedIn! Build a Network – Simple Search  Basic search – Add connections following network events – Search by exact name and you will have a “connect” button
  • 18. Are You Connected? Get LinkedIn! Build a Network – Simple Search  When you find who you’re looking for, click the “connect” icon to pull up an invitation to connect
  • 19. Are You Connected? Get LinkedIn! Subscribe to a Premium Account
  • 20. Are You Connected? Get LinkedIn! Build a Network – Simple Search  The generic invitation to connect is one of LinkedIn’s weakest features  Various ways you might know Mick
  • 21. Are You Connected? Get LinkedIn! Build a Network – Simple/Advanced Search  A personalized invitation will improve the chance they will accept … though I’m not sure about Mick Jagger
  • 22. Are You Connected? Get LinkedIn! Build a Network – Simple/Advanced Search  Advanced Search – Search by criteria, such as title, industry and location – For example: find CFOs/ Controllers/ COOs from the nonprofit industry in the DC region
  • 23. Build a Network – Sharing Information  The basics: share information with your connections (and see what they share in return)
  • 24. Build a Network – Add Connections  Post resources for your connections
  • 25. Sources of Information to Post  Use a blog aggregator such as Feedly to pull together blog subscriptions about issues facing the nonprofit industry
  • 26. Tag Connections in Posts
  • 27. Sending Messages
  • 28. Sending Messages  If you send or receive messages with those in your network whom you don’t know well but with whom you have built trust, there is a greater chance of positive engagement (different from email)
  • 29. “Tagging” Connections
  • 30. Removing Connections  Cull your lists occasionally to keep the content in your feed current and interesting  Connections interface on LinkedIn is not its greatest strength
  • 31. Company Page – Why When I Have a Website?
  • 32. Company Page – Why When I Have a Website? People visit LinkedIn to learn about topics, individuals & companies Public relations – Good for fundraising campaigns esp. in connection w/Facebook Tip: “like” every company post to share it with your connections Drive website traffic with appropriate links Career opportunities will be discussed later in the presentation
  • 33.  Clicking the Companies tab in the header will show you a list of the most recent posts from all the companies you follow on LinkedIn
  • 34. Services – details about your company
  • 35. Are You Connected? Get LinkedIn! Network!
  • 36. Groups – Networking Communities (Search for Communities of Interest)
  • 37. Sample Group Page – LinkedIn Board Member Connect
  • 38. Joe’s Groups
  • 39. More About Groups  Use group- related networking to begin discussions or make announcements  Share posts from blog aggregators
  • 40. Group Discussions
  • 41. Group Promotions
  • 42. Are You Connected? Get LinkedIn! Tips About Interacting with Groups  Tip: don’t take conversations offline too quickly; build online relationships first to establish trust: – Start discussions and comment on active discussions – “Like” discussions and comments – Share resources with your network
  • 43.  Comments posted to a group will be visible to your connections as well  However, you can change your settings to adjust this feature
  • 44. Should I and Can I Join the Group?  How many members?  How old is the group?  Does group participation require approval?  Group statistics are available on the right sidebar
  • 45. Should I Participate?  Some groups are simply for branding. You don’t need to be engaged, but membership in these groups says something about you and your background  Your connections can help you determine if the group is useful
  • 46. Creating a Group – Manage Your Own
  • 47.  Group logo  Copyright restrictions  Group type  Group summary/ description  Owner email  Access options  Location  Group openness
  • 48.  Owners – controls membership, discussions, settings, subgroups, rul es, etc. Can transfer group ownership to another manager  Managers – same access but can’t close or transfer group ownership  Moderators – monitor discussions and comments, manage submissions and moderation queues; can feature discussions Group Responsibilities
  • 49.  Invite connections to join your group  Invitations cannot be personalized but….
  • 50.  Well, yes you can personalize your invitations. Sort of…
  • 51.  Customize message templates to communicate with members (or hopeful members)
  • 52. LinkedIn Signal  LinkedIn Signal (available from the “News” menu) allows you to find information about topics inside or outside of your network
  • 53. LinkedIn Signal  Find out who is talking about nonprofit issues  Hashtags indicate someone is also posting for Twitter
  • 54. Are You Connected? Get LinkedIn! Managing Information
  • 55. Managing Your Network  Online Rolodex  Remove connections  Tagging  Poor interface scrolling through all connections
  • 56. Are You Connected? Get LinkedIn! Gather Information About Your Profession, Not What People Are Eating for Breakfast  “It’s not the amount of information in social networks that is the problem, it is the lack of appropriate filters”  Be selective about who you accept into your network – Accepting invitations from strangers may devalue your feed – Look for mutual connections or commonalities from strangers – Students and newbies to LinkedIn are often okay – Avoid politics, unless connected to your nonprofit mission
  • 57. Manage Group Engagement  Frequency of emails to inbox  Level of activity  Don’t get actively involved in too many groups  Leave group option available
  • 58. Manage What Information Appears in Your Feed  Keep in mind that filtering information doesn’t mean seeking only a small amount of information  Scroll regularly
  • 59. Build a Network – Who Do People Connect With?
  • 60. Looking for a Job?
  • 61. Are You Connected? Get LinkedIn! Using LinkedIn Today to Access the Latest Insights about Nonprofits and Other Topics
  • 62. LinkedIn Today  One difference between LinkedIn and Twitter is that LinkedIn is also a clearinghouse of articles and industry-specific thought leadership.
  • 63. LinkedIn Today – Channel-Specific Articles  Articles range across a variety of industries and topics  Subscriptions are available  LinkedIn will still show you popular articles from other industries
  • 64. LinkedIn Today – Channel-Specific Articles  Different channels have different numbers of followers  Click on the “+” sign to subscribe to a channel
  • 65. LinkedIn Today Channels  Social Impact used to be Nonprofit Management
  • 66. Influencers  Influencers post articles in different channels  Can follow posts by influencers from Channels pages or Influencers pages
  • 67. Influencers  Article postings  Follow thought leaders to have posts emailed to you  Thought leaders have thousands of followers  LinkedIn Today articles share features of blogs (hybrid) – visitors have the option to comment
  • 68. New Age of LinkedIn  Link to Dan Roth video: www.businessinsider.com/h ow-linkedin-today-works- 2012-11  LinkedIn is becoming more about sharing professional insights  Articles have sharing buttons/comments section  LinkedIn has been about introducing yourself for eight years; now it is about sharing useful information
  • 69. Are You Connected? Get LinkedIn! Jobs!
  • 70. Post a Job  You can buy a single job for 30 days or a package of jobs (5-pack or 10-pack); price depends on what region of the country you are in; track by area code  Useful tips in the right-hand column, “Learn More”
  • 71. Post a Job – How to Develop a Post
  • 72. Post a Job – How to Develop a Post
  • 73. Post a Job – How to Develop a Post
  • 74. Are You Connected? Get LinkedIn! Include Recruiter Details?  Human Resources – at high risk for connection requests? My human resources specialist will accept connection requests from strangers in our industry but not from anyone else
  • 75. Post a Job – Share Your Job Postings  Jobs page  Link to job from company page  Link to job from the jobs tab in LinkedIn groups
  • 76. Post a Job – Group Jobs Tab
  • 77. Searching for a Job
  • 78. Building a Profile for Job Search – Be Aware of Your Activity Broadcasts  If you’re developing a profile to begin a job search, you might want to turn off your activity broadcasts
  • 79. Searching for a Job
  • 80. Searching for a Job  Sponsored jobs are not geographically based  Job suggestions are based on keywords in your profile
  • 81. Job Search – Advantages of a Strong Network
  • 82. Interested in a Company – Company Careers
  • 83. Interested in a Company – Company Careers
  • 84. Updates: Jobs  You’re not limited to companies whose pages you follow
  • 85. Job Posting – Habitat for Humanity  Job layout  How to apply  Recruiter contact  Share job  Save job  Job post details (# of clicks)  Network connections
  • 86. Job Posting – Habitat for Humanity  Similar jobs  Company description  “Apply on Company website”  Job postings do not appear on aggregators (SimplyHired.com /Indeed.com)
  • 87. Are You Connected? Get LinkedIn! Additional LinkedIn Features
  • 88. Additional Features and Considerations Recommendations and endorsements LinkedIn Premium LinkedIn blog – stay current with updates & strategies for using Linked
  • 89. Skills and Expertise: Endorsements
  • 90. Endorse Someone!
  • 91. Recommend Someone!
  • 92. Managing Your Recommendations
  • 93. Provide a Recommendation
  • 94. Provide a Recommendation
  • 95. LinkedIn Premium Subscription  Paid options  View full profiles  InMail  Introductions
  • 96. LinkedIn Premium Subscription - Job Search  InMail  Featured Applicant  Job Seeker Group and Webinar
  • 97. LinkedIn Premium Subscription - Talent Finder  Used by recruiters  Free subscription advertised for nonprofits
  • 98. LinkedIn Blog – stay on top of what’s current and upcoming on LinkedIn (blog.linkedin.com)
  • 99. 4550 Montgomery Avenue, Suite 650N • Bethesda, MD 20814 Joe Kovacs, APR, Director of Marketing Email: jkovacs@grfcpa.com Telephone: (301) 951 – 9090 Website: www.grfcpa.com Questions & Answers