Bryan Breckenridge: LinkedIn for Presence, Relationships and Engagement

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LinkedIn is the world’s largest business social network, but how can nonprofits tap this tremendous resource? Join LinkedIn’s Bryan for a glimpse into how your colleagues are putting the platform to …

LinkedIn is the world’s largest business social network, but how can nonprofits tap this tremendous resource? Join LinkedIn’s Bryan for a glimpse into how your colleagues are putting the platform to work and generating real-world results.

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  • Hello, Chicago! I’m Bryan Breckenridge. 2 relevant facts for you.I help found LinkedIn Nonprofit Solutions for you.I’m from the midwest. Go Jayhawks.I’ll ask you lots of questions today because we have beginner mind and are learning. Please share your thoughts and desires with me today.One hand if member.2nd hand if used for your org.Stand up…3rd if have a organized, intentional, well funded Global LinkedIn Strategy.The sight of job security. Lots to do. 
  • I’ve been serving nonprofits for many years. Does anyone here feel unstoppable?I believe that Belief +Energy= Unstoppable!Individual: compassion soul + plan Organization: soul of the mission + strategy/action= unstoppable.
  • Can’t be unstoppable without these. What in the hell is this? (not a scitar…not part of the human anatomy). It’s an inmap. These are my peeps.Who has ever made an Inmapof their LinkedIn connections? This is mine. Inmaps.linkedinlabs.com (just googleinmap). These are the people that support your work. They are not just dots- they are people.The 120 million professional use LinkedIn. If you are the singer, they are peers and fans.
  • 2 million 3 million
  • Every fan needs a performer. You can sing your song to the world as a band of soloists or a unified choir. Any Glee fans here?You may have heard rumor about my talk in LA for this mini-conference tour. That’s right- We’re gonna do a sing-along!!!Let’s learn actively shall we, you ready to grow with me? On the count of three sing the first song that comes to you mind for 10 seconds on our own. Don’t be scared…Jingle Bells. Now I’m gonna give you beat and layer together a Gleelike number. Announce 1/3 1/3 1/3’s Now let’s build a beat. 1 11 111 I sing whole thing- We got this. Man of Ac-tion People! All repeat. We. Got. This. 1/3 keep it. 1/3 add man of Ac-tion. 1/3 add people!The take-away. We sound better when working together! Let’s do that with social media and LinkedIn.
  • The last word was “People!” That’s what most of us are here to improve life for!Who has ever made an Inmapof their LinkedIn connections? This is mine. Inmaps.linkedinlabs.com (just googleinmap). The people that have supported my need to have a calling vs. a job.It’s your tribe! You, not just community organizing organizations, owe this 120 million people the best version of your individual & organizational story. A story of good.Send goodness to the 120 million members that are now one step closer to being in your tribe.
  • Who has seen this help site?Please read it and Forward it to your entire staff and board ASAP! It’s 2 lists of tips and lots of live examples for you and for your organization.
  • Before we dig in too deep…I need to ask- Who here likes to learn by doing?The best way to learn LinkedIn is to spend 20 minutes clicking in the ovals. Here’s where the “advance search” lives. If you’re online now, click on it! Isn’t it beautiful! Millions of your peers and key relationships at your fingertips!
  • Let’s use LinkedIn to build a presence and tell our story shall we. I offer about 5 tips on this.
  • Who feels like they have a great LinkedIn member profile? It all starts here.Look at mine sometime soon. It’s quite complete and vibrant.It’s ot just recruiting teams searching this information now.Everything you add can be seen by the world-donors, partners, clients, volunteers, future staff, etc etc.Quick Tips- Use this vessel wisely. 1. Click on “Edit Profile” Bring your personality to your profile & set yourself apart. Tell a story, don’t just state the facts.Include your ask.2. Be a proactive connector, not necessarily an open networker.
  • Who updates on a regular basis? Who updates on LinkedIn where their donors, colleagues and partners are?Tip- Use your LinkedIn update status. Important people see them! In Li or from Twitter.1. Be topical. And share shareshare! Share with everyone in your update, with groups, with people directly, with your twitter followers. 2. Sew your credibility and value to you and your organization’s story.2 examples- I shared a job opening one of our clients has at Goodwill. I also shared a link to a list of LinkedIn usage tips. People have benefited from both – Darian and Ritu are driving attendance with these tools.
  • Get your whole team singing the same song like we did earlier…Complete profiles, intentional connecting, key-words and asks.
  • Let’s use LinkedIn to build a presence and tell our story shall we. I offer about 5 tips on this.
  • Who knew they also had a “company” page or organization profile on LinkedIn?2 billion searches happened on LinkedIn last year. Billions more on search engines to find you.Billions of others clicked on their professional friends “company” after LinkedIn stalking them.BACR, seen here, just starting their journey with us.Tip-Be sure what donors, volunteers, future staff and partners see an ask and a good story when they arrive at your company page. 1.)Use your work e-mail on linkedin. It will associate you with you “company page”2.) Click on Admin tools (if you can). 3.) Add you logo4.) Make your ask at top5.) Connect everyone on staff if count is low (especially board)…BACR needs work here.
  • Who among us is hiring? Do you have a “careers” section on your web-site? Vibrant traffic flow there?Dozens of nonprofits like the World Economic Forum seen here are using nonprofit discounts to invest in “Career pages”.It tells their 2000 followers and the millions of people associated with them what it’s like to work there.
  • Let’s build you some relationships with LinkedIn shall we?I offer 5 tips on this.
  • Who among us looks for skilled resources to help us move our mission forward? Fundraising staff or free-agents?Tip- Add you skills & find experts using LinkedIn “Skills”. I put fundraising in and got this great list of folks including Beth Kanter.Don’t tell my girlfriend, but I have a crush on Kanter. Especially when she wears the cowboy hat. 
  • Who has ever hired a development staff person or free agent?Major gifts person?“LinkedIn Recruiter” found me 848 “major gifts’ people in SF & NYC in the NP field to contact in 5 seconds.
  • Goldies Place, a small nonprofit in Chicago fighting homelessness used LinkedIn Recruiter and a Job Slot to attract and secure multiple board members in almost no time.They posted this “Job” which put them in front of thousands of senior executives in Chicago with board experience.When they posted, Linkedin matched them with 50 perfect candidates.The in-Mail on the right was sent to 30 candidates- 7 or 8 responded.Multiple senior people saw the opening in the “jobs you may be interested in” box at right - One of those had a 2nd degree connection and had her contact reach a current memberA few lunches later they had two great new board members.We discount the services used to do this.
  • I offer 3 tips in this challenging area.
  • Who has joined a LinkedIn group before?Did you find any of the discussions helpful?Who’s created one?Three examples are listed here. Great groups.Chronicle- 21K members…vibrant discussions. - strict no-solicitation. - Peter Panapento for President!VolunteerMatch- Great and growing group. - Robert and his team do a great job. - lately asking ‘please introduce yourself’- people want to be heard. Lettem teach.NTEN- member’s only. - budget plan, NTC content agenda, etc.*** Room to Read- - has their local chapters creating groups to engage more locally. - Shauna, their social media / external comms person makes sure they’re tied to the main Room to Read company page.Groups are now on the mobile devices…let’s mobilize…!
  • Would informal market research help you?Start a poll in your niche. It takes 5 seconds to ask a question and offer 5 possible responses. Some pools like this one get tens of thousands of responders. You can chart a connection path to any of them.
  • Who hosts events? Darian and Ritu do. They’re great at it. This a LinkedIn event for today. - expand / exhaust your channels.They use LinkedIn Events…The intersection of event management (RSVP’s, for example) and social media dynamics is very powerful.
  • Who among us likes to be productive?Keeps a few devices and lots of data???I do...Let’s race through 5 tips for you and IT on this.
  • Who is a member of the Chronicle’s LinkedIn group? 21,000 people are.In addition to your 5 homework items due tomorrow at lunch…Add to this discussion!My goal is to have 500 comments from all of you on how you’re using LinkedIn to build presence, relationships and engagement.The more you share, the more we all succeed.
  • Have you ever seen these three sites? Jd’s Social Brite, Deb A’s community organizerGeri’s ventureneer??? I love them. They are my top three founding public evangelists! I’m looking for all the teachers and evangelists we can enlist!Learn more from our amazing evangelists and supporters at their sites.Search with “linkedIn” on any of their sites. You’ll like what you find.
  • Do you want me to remind you of your 5 part assignment? To bad. You’re homework is still happening…1.) Clean up your member profile.2.) Make sure your “company page” is great. Add your “products & services” to it.3.) Run one “Advanced Search” to find someone that can help your organization.4.) Join or start a “Group”.5.) Go to Learn.linkedin.com and click on nonprofits – send it to your entire staff & board.
  • Thanks again for the opportunity to learn and teach.

Transcript

  • 1. It might even be cooler than you think.15 TIPS from @bgbreck
    1
  • 2. Bryan BreckenridgeNonprofit Success Enabler
    LinkedIn Nonprofit Solutions
    LinkedIn| San Francisco Bay Area
    Connections: 2,001 | Recommendations: 20
    2
  • 3. 3
    InMap
  • 4. 4
    2+mil
    3+mil
  • 5. 5
  • 6. Presence, Relationships, Engagement
  • 7. 7
    InMap
    1.)
  • 8. 8
    2.)
  • 9. 9
    3.)
    Spend 20 minutes clicking in the ovals.
  • 10. 10
  • 11. Individual presence. 3 TIPS
    Research & recruit relationships.
    Engagement with key audiences.
    11
  • 12. 12
    Presence- 1.) It all starts with you. Clean it up!
  • 13. Presence- 2.) Follow, Update your status, Comment, Like
    13
  • 14. Presence- 3.) Mobilize your ambassadors
    14
  • 15. 15
    Ele’s Place- 9 Staff with 23 “employees”.
  • 16. Organization presence 2 TIPS
    Research & recruit relationships.
    Engagement with key audiences.
    16
  • 17. Org Presence- 1.) Company Pages tell your story.
    1.) Promote
    2.) Update
    3.) Ask
    .
    1.)
    2.)
    3.)
    17
  • 18. 18
    Org Presence ($)- 2.) Career Page
    83 PPFA Center Affiliate CEO’s said recruiting is biggest challenge.
  • 19. 19
    Taproot Foundation loves using “Admin Tools”
  • 20. Build presence & tell your story.
    Research & recruit relationships.
    3 TIPS
    Engagement with key audiences.
    20
  • 21. 21
    Relationships- 1.) Find people you need.
  • 22. Relationships- 2.) Find the skills you need.
    22
  • 23. Relationships- ($) 3.) Leverage “Recruiter”.
    LinkedIn Recruiter: Search Results (848)Save this search
    Keyword: (“major gifts”- Location: SF & NYC - Industry: Nonprofit or Philanthropy)
    23
  • 24. added 2 board members in minutes.
    24
  • 25. Build presence & tell your story.
    Research & recruit relationships.
    Engagement with key audiences.
    3 TIPS
    25
  • 26. Engagement- 1.) Utilize Groups
    Join many
    Participate in a few
    Launch one
    26
    2K
    3K
    21K
    VolunteerMatch.org
    NTEN
    Chronicle of Philanthropy
    76k Nonprofit Groups. Let’s 10x it.
  • 27. Engagement- 2.) Create polls.
    27
  • 28. Engagement- 3.) “Followers”
    28
  • 29. Build presence & tell your story.
    Research & recruit relationships.
    Engagement with key audiences.
    Productivity!
    29
  • 30. Involve IT or the website team. Developer.linkedin.com
    30
  • 31. 31
    Share questions & success!
  • 32. 32
    Learn more about LinkedIn Nonprofit Solutions.
  • 33. 33
  • 34. Questions?
    bbreckenridge@linkedin.com@bgbreck
    34