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LinkedIn For Nonprofits, Spring 2014 Edition
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LinkedIn For Nonprofits, Spring 2014 Edition

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LinkedIn is an untapped social media goldmine for non-profits. Connect with donors, corporate partners, board members, volunteers and staff.

LinkedIn is an untapped social media goldmine for non-profits. Connect with donors, corporate partners, board members, volunteers and staff.

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  • Just go through list – say nothing else2 – How to set up, even if you THINK your page is all set up, it probably isn’t!
  • LinkedIn has turned 11 yesterday! – It’s the OLDEST of all the social networks, and has changed vastly in recent years – new intro just yesterday (Publishing).Did you know that YOU can now apply to write articles for LinkedIn for example? They have become a content publisher, content curator, job board, social network, rollodex and more…….There are so so many social media platforms – why care about Linkedin? Lets find out…….
  • 2 people PER SECOND are joining LinkedIn – all the Ivey League Schools matriculation EVERY DAY!
  • 20% of the Canadians (the wealthy ones….) are on LinkedIN Decision makers! http://socialfresh.com/wp-content/uploads/2013/01/The-Social-Makeup-of-Social-Media-Income.png
  • See your OWN personal network map at CLICK.
  • This is the HIGHEST trust rate of all of the social networks – yes it’s harder, yes it’s a pain – but boy can it be worth it!!!!
  • Even if you already have a company page set up, chances are that there is more you could have done to make your page fabulous – lets go through from basic to advanced now - CLICK
  • Redesigned homepage for companies where users can simply see updates from all the company pages that they are following.Click to show direct URL
  • Redesigned homepage for companies where users can simply see updates from all the company pages that they are following.Click to show direct URL
  • These are all the companies *I* personally follow from my personal account – Like Facebook, LinkedIn ties a company page to personal profiles….. And the page where you can set up your own…. On the bottom rightSo IF you don’t have your own company page set up (or even if you do) Lets go through all the steps needed to set up your page well
  • 1 - Make sure the company name listing matches the name you use in your profile. For example if you use LLC or Inc. on your personal profile, your company site must be the same – and standard across your organization so that personal profiles can link to the company page.2 - you need to have an email address with your company domain. And, this email address must also be listed on your profile. Addresses tied to free email services like yahoo, gmail and hotmail don't count..
  • 1 - Make sure the company name listing matches the name you use in your profile. For example if you use LLC or Inc. on your personal profile, your company site must be the same – and standard across your organization so that personal profiles can link to the company page.2 - you need to have an email address with your company domain. And, this email address must also be listed on your profile. Addresses tied to free email services like yahoo, gmail and hotmail don't count..
  • WALK THEM THROUGH THE SECTIONS:LI moved your COMPANY DESCRIPTION from the bottom of your page to the top in a recent update *CLICK* However only 2.5 lines are seen before a user has to click for more – MAKE THEM STRONG with a CTA – WHY SHOULD THEY FOLLOW YOUR PAGE take time to write a great description of your organization. If someone makes the effort to ‘see more’, they’ve already demonstrated that they’re interested in your organization. Don’t disappoint them by not providing the information they want. Furthermore, be sure to use keywords, so people can find your LinkedIn Company Page through relevant searches.
  • WALK THEM THROUGH THE SECTIONS:LI moved your COMPANY DESCRIPTION from the bottom of your page to the top in a recent update *CLICK* However only 2.5 lines are seen before a user has to click for more – MAKE THEM STRONG with a CTA – WHY SHOULD THEY FOLLOW YOUR PAGE take time to write a great description of your organization. If someone makes the effort to ‘see more’, they’ve already demonstrated that they’re interested in your organization. Don’t disappoint them by not providing the information they want. Furthermore, be sure to use keywords, so people can find your LinkedIn Company Page through relevant searches.
  • DANGER !!! This applies if the page is already set up – are you a CEO? Have any idea at all who owns your page?? For consistency and security you MUST add more than one admin – explain page ownership and how if YOU leave the page goes with you if you haven’t got a policy and procedure in place – this is a MUST FYIThe ED, someone on the Board, Comms Manager, Fundraising Manager, person in charge daily.
  • DANGER !!! This applies if the page is already set up – are you a CEO? Have any idea at all who owns your page?? For consistency and security you MUST add more than one admin – explain page ownership and how if YOU leave the page goes with you if you haven’t got a policy and procedure in place – this is a MUST FYIThe ED, someone on the Board, Comms Manager, Fundraising Manager, person in charge daily.
  • DANGER !!! This applies if the page is already set up – are you a CEO? Have any idea at all who owns your page?? For consistency and security you MUST add more than one admin – explain page ownership and how if YOU leave the page goes with you if you haven’t got a policy and procedure in place – this is a MUST FYIThe ED, someone on the Board, Comms Manager, Fundraising Manager, person in charge daily.
  • Talk about the general move to being VISUAL: The cover photo appears at the top of the home page of your LinkedIn Company Page. Choose a cover photo that is visually dynamic, capture’s people’s attention, and lures them in to take a closer look at your Page content. Don’t forget that your company summary is hidden at the bottom of your home page, so it’s a good idea to include a message in your cover image that describes what your company does in a few words.FREE TEMPLATES FROM HUBSPOT Next click – examples of great cover images, as well as follower counts!
  • Last click shows HOW MANY followers Habitat has – strong numbers!
  • Last click shows HOW MANY followers Habitat has – strong numbers!
  • Last click shows HOW MANY followers Habitat has – strong numbers!
  • Last click shows HOW MANY followers Habitat has – strong numbers!
  • Last click shows HOW MANY followers Habitat has – strong numbers!
  • GONE AS OF APRIL 2014!!!! If you had previosuly set this up – all that data is gone, really!
  • GONE AS OF APRIL 2014!!!! If you had previosuly set this up – all that data is gone, really!
  • What they have replaces P&S with……
  • Remember – if you do this, you START AGAIN FROM ZERO on each of these pages!
  • All that hard work is for nothing if you don’t then actually DO something to drive people to your page – by building an audience and sharing status updates – we don’t have time to go into building your social media audience in great detail today – but lets talk updates
  • Why make status updates?1 – So so many nonprofit LinkedIn pages have hundreds of people following them, and they have never given an update to those people!!! I won’t name and shame…. But you are basically ignoring the phone when it is ringing, and not replying to your emails! 2 – You recognize that donors, volunteers, partners, funders and board members are here – you want to be too! 3 – You have a strategic goal for your time and presence…. Engaging with volunteers, researching major donors, finding new board members……
  • Media rich content!
  • Media rich content!
  • Media rich content!
  • Why do YOU personally follow companies on LI? Why do you USE LI?
  • Why do YOU personally follow companies on LI? Why do you USE LI?
  • Why create a company page?1. Showcase your brandPresent your organization, mission, and stories to the LinkedIn network.Inspire a conversationThrough group discussions, members engage more deeply and some become advocates. 2. Connect your community Your company page formalizes your nonprofit presence, giving assurance to those considering involvement.Once members of the same group, your supporters connect with one another, increasing the strength and numbers of their ties to you. 
  • Should not be entered into lightly or half heartedly! Time and staff resource needed
  • How to make it successful1. Set a tone for your group membersChoose language and content that communicates your organization’s personality.2. Share relevant content in an engaging wayWhat would you click or comment on? Make sure that the content you’re allowing into your group is evocative, inspirational, education – engaging.3. Don’t be the only vocalist; build up advocatesEncourage your most active group members to start discussions and support new members. Equip these members with the information and enthusiasm to spread your message to other groups and forums. 4. Invite and welcome your communityWelcome members automatically and bring members back to the gropu for more information by writing weekly emails from the group. 5. Manage – Manage – ManageSuccessful groups require an active manager curating content and facilitating conversation. Only create a group if you have the time to manage it.
  • GUESS AGAIN - According to LI - 78% of professionals are interested in joining a nonprofit board. LinkedIn Board Member Connect exists to bring these groups together.
  • EVEN OUTSIDE USA THERE ARE SOME TRICKS: Under advanced people searchSelecting ‘Nonprofit Interests’ identifies people who have put on their profile that they have an interest in Board Membership.WITHOUT PAYING you can search keywords, job titles, companies in your 1st, 2nd, and group connections – IMPORTANT THAT YOU are therefore active and connected on LI. The gold icons are the upgraded search functions you’dget if youcould join the program and get Talent Finder. Not missing much!
  • Search is all done via a personal account – with the upgraded features you have wide open access – without you are restricted to people in your own extended network and groups – so if you have ‘never bothered with LinkedIn’ and have 83 connections, you have limited ability to make the best of the amazing people in there!!!
  • LinkedIn invites people to ADD A SIGNAL to their profile that they are interested in volunteering…..And for more details about the causes you care about and have already listed
  • How they might find YOU – only if you pay for an adNOTE THESE ARE PAIDIf Volunteer Match comes to Canada, then will cost $50 to post through the program
  • Simply use the advanced search features to look – using the Causes and Volunteering section is the key to finding people who have ALREADY expressed an interest! Click to share resource URL for a full presentation on using search well to find volunteers.Use the ADVANCED search function to unlock this all for free!!!
  • Simple! If you / your org / your volunteers and board have NO connection to the person, they live far from your office, and have nothing on their profile that indicates that they are a committed volunteer passionate about your cause…. Do NOTHING. DO NOT MAIL. @LeahEustaceWould you cold call them and ask them to volunteer? No, of course not – same rules apply here. You are looking for people with affinity to your cause, a demonstrated passion for volunteering, and ideally language on their profile that says they are happy to be contacted.
  • How many of you have Googled a donor?? A potential staff member? A ‘rival’ organization?
  • Add sizzle and sausage
  • Add sizzle and sausage
  • LINKEDIN TODAY COMING UP
  • SHARE great articles, reports, ideas etcENGAGE with others posts and content, including the influencersCOLLABORATE within a business social network. Ask questions, seek advice, give advice, and help others.
  • Transcript

    • 1. LINKEDIN FOR YOUR NONPROFIT
    • 2. 1. Why LinkedIn Matters 2. How to get set up 3. Status Updates 4. LinkedIn Groups 5. Board Connect & Volunteer Match 6. You
    • 3. WHY LINKEDIN MATTERS 1
    • 4. 9m members in Canada
    • 5. • 55% of LinkedIn users have income over $60k • Over 40% are managers, VPs, CEOs, Owners • Over 116k non-profit pages worldwide (Stat from 2012) • 20% of Canadians are on the site • 2 new people join PER SECOND • 79% are over 35 years old
    • 6. QUESTION Are any of these groups critical to the success of your organization? Donors? Staff? Volunteers? Corporate Partners? Media?Funders?
    • 7. inmaps.linkedinlabs.com
    • 8. How to get set up 2
    • 9. Where to find…….
    • 10. Linkedin.com/co mpanies
    • 11. CREATE YOUR PAGE Valid Email Address Organization Name You need:
    • 12. CREATE YOUR PAGE Valid Email Address Organization Name You need:
    • 13. CREATE YOUR PAGE
    • 14. CREATE YOUR PAGE
    • 15. ADMIN RIGHTS
    • 16. ADMIN RIGHTS More than 1 person
    • 17. ADMIN RIGHTS GET A POLICY!!
    • 18. bit.ly/smsizetips
    • 19. No image?
    • 20. No image?
    • 21. ADDING ‘PRODUCTS’
    • 22. ADDING ‘PRODUCTS’
    • 23. You can request a copy of the recommendations that were present as of March 4, 2014. The recommendations will be available through Customer Support until Friday, May 30, 2014. SHOWCASE PAGES
    • 24. Think about: Do we NEED a separate page for different ‘products’ / offerings? Will we dilute an already small audience too much? How much time do we have to maintain separate pages?
    • 25. When it might work… A hospital with a separate foundation A national org with local chapters who are not already on LI NPs who have multiple brands with unique identities
    • 26. Status Updates 3
    • 27. WHY MAKE UPDATES? YOU WANT AN AUDIENCE YOU HAVE AN AUDIENCE YOU HAVE COMMS / FUNDRAISING GOALS
    • 28. STATUS UPDATES Type a URL here
    • 29. STATUS UPDATES
    • 30. STATUS UPDATES
    • 31. What To Share Useful Interesting Makes people smarter Opportunities to engage Events Cause related news
    • 32. How to get followers Ask people! Put link on website & in newsletters Promote on personal pages of staff In your e-signature Share on other social networks Post share-worthy things
    • 33. What about analytics?
    • 34. ANALYTICS = INSIGHT
    • 35. LinkedIn Groups run by you4
    • 36. USEFUL Volunteer Groups Alumni Groups
    • 37. USEFUL A MANAGER But they need….
    • 38. USEFUL Set the tone Share relevant content Build up advocates Invite & welcome community Manage-manage-manage
    • 39. Board Connect & Volunteer Match5
    • 40. of professionals would be interested in joining a nonprofit board 78%
    • 41. Make sure you are connected to your board first! Use the Advanced Search function Use the LinkedIn introduction feature to contact people – or better, get your board to reach out personally Who are you looking for? Connecting with Board Members
    • 42. Volunteer Match
    • 43. How you findTHEM Want a FREE option? bit.ly/VolSearc h
    • 44. Volunteer Match @LeahEustace says NO!
    • 45. And what about you? Your donors & board are checking your profile Conference organizers need speakers….. Potential & current board members are watching you Your next boss is keeping an eye on you
    • 46. How do YOU look on LinkedIn? Does your profile show: Love for your org? Passion for your mission? What difference you make to your cause? How to get in touch with you? WHAT WOULD A BOARD MEMBER THINK?
    • 47. Have a PROFESSIONAL picture 1 2 3 Fully complete the SUMMARY section with keywords Focus on RESULTS not tasks PROFILETIPS FORYOU
    • 48. Add visuals – show off your cause 4 5 6 Change your headline from default job title Check your privacy settings PROFILETIPS FORYOU
    • 49. LinkedIn is a SOCIAL network VISIT DAILY!
    • 50. • SHARE • ENGAGE • COLLABORAT E
    • 51. IN SUMMARY LinkedIn is 11 years old. Don’t ignore it! Improve your organization’s profile & share Optimize your own profile & engage
    • 52. MORE RESOURCES slideshare.net/LinkedinforGood nonprofit.linkedin.com • Presentations • Examples • Templates bit.ly/YoutubeView @LinkedIn4Good
    • 53. @socially_good | www.sociallygood.ca fb.com/sociallygood