LinkedIn Communications for Nonprofit Leaders

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I presented on how nonprofit leaders can use LinkedIn for networking, public relations and job search purposes. The presentation also covered how to build relationships, appropriate LinkedIn etiquette and strategies to become a thought leader through participation in LinkedIn groups. The event was hosted by the Nonprofit Roundtable of Greater Washington.

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  • 1.LinkedInCommunications for NonprofitLeaders Joe Kovacs, APRMarketing DirectorSeptember 27, 2012

2. LinkedIn Communications for Nonprofit LeadersNonprofit Roundtable of Greater WashingtonFuture Executive Directors AlumniGoal-oriented Approach to LinkedIn Goal #1: Networking Goal #2: Public relations (branding) Goal #3: Thought leadership (branding) Goal #4: Job Search 2 3. LinkedIn Communications forNonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors Alumni FirstBuild Your Profile! Work history, photo, education Publications and certifications, skills andexpertise, recommendations Social networks to which you belong LinkedIn helps you complete your profile3 4. LinkedIn Communications forNonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors Alumni Goal #1: Networking Personal Connections Everyone relevant to your nonprofits goals (colleagues, friends, industry partners, volunteers and customers) Ongoing connections from meetings, networking events and partnerships4 5. LinkedIn Communications for Nonprofit LeadersNonprofit Roundtable of Greater WashingtonFuture Executive Directors AlumniGoal #1: Networking Networking via SearchFind people you know and who you met atnetworking eventsSearch for individuals in particular categories(Premium account provides you with more filters)Search for companiesaccess to their employeesthat follow them 5 6. LinkedIn Communications for Nonprofit LeadersNonprofit Roundtable of Greater WashingtonFuture Executive Directors AlumniGoal #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 6 7. LinkedIn Communications forNonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors AlumniGoal #1: Networking Network Management (I) Dont accept strangers invitations without apersonalized introduction (dont follow either) Scan/scroll through LinkedIn 2x - 3x a day All Updates: colleague activity (social mediachampions?); groups your connections join;shareswhat your connections are sharing7 8. LinkedIn Communications for Nonprofit LeadersNonprofit Roundtable of Greater WashingtonFuture Executive Directors AlumniGoal #1: Networking Network Management (II) Meet people through existing network (we useduring bidding process) LinkedIn relationships should mirror real-liferelationships (dont ask for inappropriateintros.) 8 9. LinkedIn Communications forNonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors Alumni Goal #1: Networking Network Management (III) Dont try to take online connections offline toosoon without reason; new connections should getto know you through your posts/participation9 10. LinkedIn Communications for Nonprofit LeadersNonprofit Roundtable of Greater WashingtonFuture Executive Directors Alumni Goal #2: Public Relations (Branding) Public Relations / Branding (I) Share an Update messagesmost basic Post articles and notes about yourcompany, industry, achievements, publications, events,congratulations notices, news Share other peoples posts,comments, Likes Frequency: 1x daily whenpossible; Latest Activity shows participation10 11. LinkedIn Communications forNonprofit 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 everypromotional item shared on LinkedIn Send LinkedIn mail to connections aboutevents, fundraisers or accomplishments but do sosparingly dont be aggressive! 11 12. LinkedIn Communications for Nonprofit LeadersNonprofit Roundtable of Greater WashingtonFuture Executive Directors Alumni Goal #2: Public Relations (Branding) Public Relations / Company Branding (I) Post mission and servicesmore people onLinkedIn than any companys website (visibility) Posts: news/announcements about nonprofit(visibility); measure impressions, clicks, shares Place follow company button onwebsite, electronic signatureand on other social networks12 13. LinkedIn Communications forNonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors AlumniGoal #2: Public Relations (Branding) Public Relations / Company Branding (II) Personal vs. company postssome identical, others are specific to individual or company (Joes 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 13 14. LinkedIn Communications for Nonprofit LeadersNonprofit Roundtable of Greater WashingtonFuture 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 participateask questions, respond with answers, post articles Become an influencerbegin conversation-generating discussions14 15. LinkedIn Communications for Nonprofit LeadersNonprofit Roundtable of Greater WashingtonFuture Executive Directors Alumni Goal #3: Thought Leadership (Branding) Nonprofit Groups - examples Nonprofit Professionals Nonprofit Leadership Jobs in NonprofitsAlliance Alliance for Nonprofit Philanthropy NetworkManagement Nonprofit CEO Network Nonprofit Professionals Social Media for NonprofitForum Organizations BoardSource15 16. LinkedIn Communications forNonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors AlumniGoal #3: Thought Leadership (Branding) LinkedIn Groups Research and Join (II) Your connections know when you post a discussion item or response to a group Follow as on Twitternot a good idea; use LinkedIn for relationship-building connections 16 17. LinkedIn Communications for Nonprofit LeadersNonprofit Roundtable of Greater WashingtonFuture Executive Directors AlumniGoal #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 never17 18. LinkedIn Communications for Nonprofit LeadersNonprofit Roundtable of Greater WashingtonFuture Executive Directors AlumniGoal #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 partners18 19. LinkedIn Communications forNonprofit 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 19 20. LinkedIn Communications forNonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors AlumniGoal #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 21 21. LinkedIn Communications forNonprofit Leaders Nonprofit Roundtable of Greater Washington Future Executive Directors Alumni Goal #4: Job Search Search for Jobs Single keyword search Advanced searchadditional search parameters Industry: Nonprofit Organization Management Left columnchange parameters to see new results 22 22. LinkedIn Communications for Nonprofit LeadersNonprofit Roundtable of Greater WashingtonFuture Executive Directors Alumni23 23. LinkedIn Communications forNonprofit 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 personwho posted, similar job, who you are linked to Sign up to company pages receive feeds includingjob postings Find recruiter for connection purposes 24 24. LinkedIn Communications for Nonprofit LeadersNonprofit Roundtable of Greater WashingtonFuture Executive Directors Alumni 25. LinkedIn Communications for Nonprofit LeadersNonprofit Roundtable of Greater WashingtonFuture Executive Directors Alumni 26. LinkedIn Communications forNonprofit 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 27 27. LinkedIn Communications forNonprofit 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 goalsColor inside the lines to avoid information overload 28 28. LinkedIn Communications for Nonprofit LeadersNonprofit Roundtable of Greater WashingtonFuture Executive Directors Alumni Communications Planning SMART goals Examples of SMART goals:Introduce yourself to five potential new fundersover a three-month periodConnect with ten potential new volunteersBecome a thought leader in two industry groups togenerate visibility with key journalists/bloggersFind three new jobs to apply for in one day29 29. LinkedIn Communications for Nonprofit LeadersNonprofit Roundtable of Greater WashingtonFuture Executive Directors AlumniQuic