LinkedIn provides incredible opportunities for non-profit organization to advocate, educate and inform. The key is to create a well thought out strategy so that your LinkedIn activity is on brand, on vision and on mission.

1. Social Media for Non-Profits

2. LinkedIn is pretty BIG

3. LinkedIn compared to the World
World population = 7
billion
LinkedIn profiles - 259
million

4. LinkedIn is BIGGER than Canada
300000000
250000000
200000000
150000000
100000000
50000000
0
LinkedIn profiles =
259 million
Population in Canada
= 35 million

5. Who’s In in Canada
Canadian population = 35
million
Canadian LinkedIn
profiles = 7 million +
Toronto LinkedIn profiles
= 1.5 million +
Vancouver LinkedIn
profiles = 500 thousand +

6. Go where the traffic is.
LinkedIn has some
serious traffic.

7. But how does it work?
1. Create a profile - Individuals can have a free or paid account
2. Upload or add your resume and a professional looking picture
3. Connect to people you know - especially co-workers
4. Follow company pages - especially your own 
5. Post interesting stuff - interesting to other professionals in your
sector
6. Like and share your organization’s updates
7. Join LinkedIn Groups - there at LOTS dedicated to non-profits

8. Here’s one example of a very active LinkedIn
group that focuses on non-profit housing.

10. Got
something to
say?
Publish an
article on
LinkedIn
Pulse

11. But how does it work for organizations?
 Organizations can have one Company Page and
 Many Showcase Pages
 LinkedIn retired their Products & Services Tabs on Company Pages April
14, 2014 - Replaced by Showcase pages
 Non-profit leaders and internal experts can share their ideas,
advocate and inform using Pulse
 LinkedIn owns Slideshare = Opportunity!
 The goal of any social media use is to drive people to the
organization’s website - LinkedIn makes this pretty easy

12. Typical Objectives - Staff Profiles and Presence
• Leverage staff profiles to promote Company and Showcase Pages
• Staff perceived as thought leaders in target areas
o Gain “Top Contributor” status in Group = improved reputation
• Gain business intelligence by engaging within Groups
o If members in a targeted LinkedIn group are posting questions that relate
to your sector then use that to inform content creation, reply directly, link
to existing organization generated content
• Engage with potential advocates, influencers, others
o Connecting directly and develop a personal reputation as thought leader
and problem solver

13. Advice to Non-Profits - Close the Gaps
• Optimize your employee’s profiles
o Clearly link to Company Page and align profile content with company
values, vision, brand promise, key words and messaging.
• Encourage employees to join sector related Groups and engage
regularly - They should “own” their group(s)
• Encourage internal experts to post on LinkedIn Pulse
• Encourage employees to like, comment on and share your
organizations updates and posts
• Use Pulse, Showcase pages and Slideshare (You can upload your
infographics to Slideshare)

14. Most often used strategy
• Update your Company Page - make sure it’s on-brand
• Create a stellar and targeted Showcase Page or Pages
• Post once per day to Company Page and Showcase Pages
• Listen and engage in Groups - use that knowledge to determine the best
content to post and share and become thought leaders in the sector
• Help employees optimized their profiles
• Encourage employees and volunteers to follow and support the
Company Page
• Use Pulse and Slideshare in alignment with your vision and mission

15. Discussion
• Groups present an untapped opportunity to increase your reputation
• Key employees could join 1 -2 targeted Groups and assume
responsibility for the company presence in those groups
• Employees ought not lurk in groups - join and engage appropriately or
leave the group
• Basic guidelines for posting and engaging need to be established
• Showcase Pages also present an opportunity to engage with more
targeted individuals but will need nurturing and time commitment
• Sponsoring updates and paying for employee Pro accounts could be
beneficial - increase reach

16. Dependencies and Resources
Graphics/B
randing
LinkedIn
Strategy
Employee and
leadership
buy-in
Dedicated
time for
Groups
Employee
training
Content
creation

17. …addendum
That’s not all folks - In addition to the BIG 3 - Facebook, Twitter and
LinkedIn, (ok and Google Plus for SEO), don’t ignore other possibilities
• Flickr, Pinterest and Instagram
• Slideshare - owned by LinkedIn but needs standalone plan
• Storify - awesome for conference support
• Paper.li’s and Scoop.it
o Paper.li’s are great bang for buck (free) and very low maintenance
curation tool