LinkedIn Communications for Nonprofit Leaders
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Transcript of LinkedIn Communications for Nonprofit Leaders
LinkedIn Communications
for Nonprofit Leaders
Joe Kovacs, APRMarketing Director
September 27, 2012
LinkedIn Communications for Nonprofit Leaders
Nonprofit Roundtable of Greater Washington
Future Executive Directors Alumni
Goal-oriented Approach to LinkedIn• Goal #1: Networking• Goal #2: Public relations (branding)• Goal #3: Thought leadership (branding)• Goal #4: Job Search
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LinkedIn Communications for Nonprofit Leaders
Nonprofit Roundtable of Greater Washington
Future Executive Directors Alumni
First…Build Your Profile!
• Work history, photo, education • Publications and certifications, skills and
expertise, recommendations• Social networks to which you belong• LinkedIn helps you complete your profile
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LinkedIn Communications for Nonprofit Leaders
Nonprofit Roundtable of Greater Washington
Future Executive Directors Alumni
Goal #1: Networking
• Personal Connections
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Everyone relevant to your nonprofit’s goals (colleagues, friends, industry partners, volunteers and customers)Ongoing connections from meetings, networking events and partnerships
LinkedIn Communications for Nonprofit Leaders
Nonprofit Roundtable of Greater Washington
Future Executive Directors Alumni
Goal #1: Networking
• Networking via SearchFind people you know and who you met at networking eventsSearch for individuals in particular categories (Premium account provides you with more filters)Search for companies—access to their employees that follow them
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LinkedIn Communications for Nonprofit Leaders
Nonprofit Roundtable of Greater Washington
Future Executive Directors Alumni
Goal #1: Networking
• Networking via Search – Options1. Find people you know then connect with offline2. Leverage current LinkedIn connection to get
introduced to someone found through search3. Reach out to someone on LinkedIn through fee-
based InMail option
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LinkedIn Communications for Nonprofit Leaders
Nonprofit Roundtable of Greater Washington
Future Executive Directors Alumni
Goal #1: Networking
• Network Management (I) Don’t accept strangers’ invitations without a
personalized introduction (don’t “follow” either) Scan/scroll through LinkedIn 2x - 3x a day “All Updates”: colleague activity (social media
champions?); groups your connections join; shares—what your connections are sharing
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LinkedIn Communications for Nonprofit Leaders
Nonprofit Roundtable of Greater Washington
Future Executive Directors Alumni
Goal #1: Networking
• Network Management (II) Meet people through existing network (we use
during bidding process) LinkedIn relationships should mirror real-life
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relationships (don’t ask for inappropriate intros.)
LinkedIn Communications for Nonprofit Leaders
Nonprofit Roundtable of Greater Washington
Future Executive Directors Alumni
Goal #1: Networking
• Network Management (III) Don’t try to take online connections offline too
soon without reason; new connections should get to know you through your posts/participation
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LinkedIn Communications for Nonprofit Leaders
Nonprofit Roundtable of Greater Washington
Future Executive Directors Alumni
Goal #2: Public Relations (Branding)• Public Relations / Branding (I)
“Share an Update” messages—most basic Post articles and notes about your company, industry,
achievements, publications, events, congratulations notices, news
Share other people’s posts, comments, “Likes”
Frequency: 1x daily when possible; “Latest Activity” shows participation
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LinkedIn Communications for Nonprofit Leaders
Nonprofit Roundtable of Greater Washington
Future Executive Directors Alumni
Goal #2: Public Relations (Branding)
• Public Relations / Branding (II) Share 5 pieces of valuable content for every
promotional item shared on LinkedIn Send LinkedIn mail to connections about events,
fundraisers or accomplishments but do so sparingly – don’t be aggressive!
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LinkedIn Communications for Nonprofit Leaders
Nonprofit Roundtable of Greater Washington
Future Executive Directors Alumni
Goal #2: Public Relations (Branding)
• Public Relations / Company Branding (I) Post mission and services—more people on
LinkedIn than any company’s website (visibility) Posts: news/announcements about nonprofit
(visibility); measure impressions, clicks, shares
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Place follow company button on website, electronic signature and on other social networks
LinkedIn Communications for Nonprofit Leaders
Nonprofit Roundtable of Greater Washington
Future Executive Directors Alumni
Goal #2: Public Relations (Branding)
• Public Relations / Company Branding (II) Personal vs. company posts—some identical, others
are specific to individual or company (Joe’s e.g.: PR) Drive traffic to your website (get more details) Followers learn about your work, achievements,
employment opportunities # of followers not a great metric, but if the # grows,
it reflects good visibility and positive perceptions
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LinkedIn Communications for Nonprofit Leaders
Nonprofit Roundtable of Greater Washington
Future Executive Directors Alumni
Goal #3: Thought Leadership (Branding)
• LinkedIn Groups – Research and Join (I) Groups relevant to your industry or position Review discussion items and participate—ask
questions, respond with answers, post articles
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Become an influencer—begin conversation-generating discussions
LinkedIn Communications for Nonprofit Leaders
Nonprofit Roundtable of Greater Washington
Future Executive Directors Alumni
Goal #3: Thought Leadership (Branding)
• Nonprofit Groups - examples
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Nonprofit Professionals Jobs in Nonprofits Alliance for Nonprofit
Management Nonprofit Professionals
Forum BoardSource
Nonprofit Leadership Alliance
Philanthropy Network Nonprofit CEO Network Social Media for Nonprofit
Organizations
LinkedIn Communications for Nonprofit Leaders
Nonprofit Roundtable of Greater Washington
Future Executive Directors Alumni
Goal #3: Thought Leadership (Branding)
• LinkedIn Groups – Research and Join (II)
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Your connections know when you post a discussion item or response to a group
“Follow” as on Twitter—not a good idea; use LinkedIn for relationship-building connections
LinkedIn Communications for Nonprofit Leaders
Nonprofit Roundtable of Greater Washington
Future Executive Directors Alumni
Goal #3: Thought Leadership (Branding)
• Group management (I) People belong to groups for branding purposes
(visibility on their profiles) Options to receive ldiscussion items on a daily or
weekly basis, whenever they happen or never
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LinkedIn Communications for Nonprofit Leaders
Nonprofit Roundtable of Greater Washington
Future Executive Directors Alumni
Goal #3: Branding/Thought Leadership
• Group management (II) Find out which connections belong to groups and
their experience interacting with the groups # of members may reflect popularity/usefulness Closed groups may have more valuable information
(less advertising) though not as much input Promotions tab for professional service partners
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LinkedIn Communications for Nonprofit Leaders
Nonprofit Roundtable of Greater Washington
Future Executive Directors Alumni
Goal #3: Branding/Thought Leadership
• Relationship-building in groups Strategically useful to get involved in groups and
discussions w/individuals you want to get to know Example for GRF: Accounting Today group Longer-term strategy – may be better than (or
useful to accompany) a direct request to connect
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LinkedIn Communications for Nonprofit Leaders
Nonprofit Roundtable of Greater Washington
Future Executive Directors Alumni
Goal #4: Job Search
• Profile tips to optimize search Complete profile Get recommendations Profile keywords should be carefully determined for
maximum effectiveness / “Skills & Expertise” “Jobs You May Be Interested In” profile item
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LinkedIn Communications for Nonprofit Leaders
Nonprofit Roundtable of Greater Washington
Future Executive Directors Alumni
Goal #4: Job Search
• Search for Jobs Single keyword search Advanced search—additional search parameters Industry: Nonprofit Organization Management Left column—change parameters to see new results
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LinkedIn Communications for Nonprofit Leaders
Nonprofit Roundtable of Greater Washington
Future Executive Directors Alumni
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LinkedIn Communications for Nonprofit Leaders
Nonprofit Roundtable of Greater Washington
Future Executive Directors Alumni
Goal #4: Job Search
• Company Search Company pages – job listings Job descriptions show helpful information – person
who posted, similar job, who you are linked to Sign up to company pages – receive feeds including
job postings Find recruiter for connection purposes
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LinkedIn Communications for Nonprofit Leaders
Nonprofit Roundtable of Greater Washington
Future Executive Directors Alumni
LinkedIn Communications for Nonprofit Leaders
Nonprofit Roundtable of Greater Washington
Future Executive Directors Alumni
LinkedIn Communications for Nonprofit Leaders
Nonprofit Roundtable of Greater Washington
Future Executive Directors Alumni
Goal #4: Job Search
• Tools for Effective Job Searching Save Jobs tab / Saved Searches LinkedIn for mobile Use referrals from your network – personalize! Premium subscription options ($29.95 / $49.95)• InMail – responses guaranteed, Profile Stats Pro• Profile: Top keyword searches and # of views• Search by salary range
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LinkedIn Communications for Nonprofit Leaders
Nonprofit Roundtable of Greater Washington
Future Executive Directors Alumni
Summary: LinkedIn a Tactical Optionfor Communications Planning (not a Strategy!)
• Utilize LinkedIn tools to help achieve goals• “Color inside the lines” to avoid information overload
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LinkedIn Communications for Nonprofit Leaders
Nonprofit Roundtable of Greater Washington
Future Executive Directors Alumni
Communications Planning – SMART goals• Examples of SMART goals:
Introduce yourself to five potential new funders over a three-month periodConnect with ten potential new volunteersBecome a thought leader in two industry groups to generate visibility with key journalists/bloggersFind three new jobs to apply for in one day
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LinkedIn Communications for Nonprofit Leaders
Nonprofit Roundtable of Greater Washington
Future Executive Directors Alumni
Quick Summation of Other LinkedIn Features
• Apps—lots of features (add a blog, TripIt, Slideshare to add presentations)
• Industry News—good nonprofit industry news and sources of information to share
• Premium service
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Joe Kovacs, APREmail: [email protected] Telephone: (301) 951 – 9090Website: www.grfcpa.comVisit:
Connect with Us
4550 Montgomery Avenue, Suite 650N • Bethesda, MD 20814