2016-10-13 LinkedIn Optimization for Nonprofits

Thrive. Grow. Achieve.
LinkedIn for Nonprofits –
Optimizing LinkedIn to Attract
Donors, Contributors, Board
Members, Share Your Vision and
Drive Visibility
Kelly T. Leonard,
CEO, Taylor-Leonard Corporation
October 13, 2016

Presented by: Kelly Leonard
© 2016 by Taylor-Leonard Corporation. Any use of this document including reproduction, modification, distribution, and republication
without prior written consent of Taylor-Leonard Corporation is strictly prohibited.
Optimizing LinkedIn for
Organizational Success

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• Your Name & Title
• Organization Name
• LinkedIn Familiarity
[scale of 1 to 10]
• One goal, burning
question, or challenge

“Model Someone
Who’s Already
Successful ...
Because Success
Leaves Clues.”
Tony Robbins, Author
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+
=

Kelly Leonard, CEO
• Launched BoostMyLinkedIn. ~5,000
first level connections with 6-10
daily inquiries for opportunities.
• Generated $500,000+ revenue
within 1st 24-month period of
implementing repeatable LinkedIn
strategy. Trained 5,000+ individuals.
Partial Client List

FREE Gifts
for YOU!
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Stay Tuned!

Today’s Objectives – You Will Learn
 Discover the relevance of social media/LinkedIn for non-profit
organizations
 Learn how organizations are adapting to social media/digital
technology
 Understand the importance of being A.L.I.V.ETM
 Explore the best practices for non-profit leaders and business
professionals to get the most from LinkedIn
 Learn strategies to effectively use LinkedIn to build relationships
with potential donors, supporters, volunteers, etc.
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The Good News Is …
90% of questions you have about social media are not in
fact social media questions, they’re actually networking /
relationship development questions!
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Social media technology
allows people to talk about
brands with unprecedented
speed and volume…
WARNING! WARNING!
Watch what you “say”!

Top Challenges?
 Poorly Defined Strategy
 Lack of Time
 Inability to Measure Value / ROI
 Difficulty Integrating Social Media with Other
Business Activities
 Lack of Budget
Challenges can be overcome, if social media is planned and
done strategically!
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Why Is Social Media Important?
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If you're not actively using social media for your
organization/business or brand then you're missing out on
the potential to reach more than 73% of the adult
population that has access to the internet according to a Pew
Research Internet Project study

Why Is Social Media Important?
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Source: Elaine Fogel, “Nonprofits Must Reach Millennials with
Multichannel Marketing
“If your [favorite] nonprofit organization wants to guarantee its
sustainability and growth, it needs to build relationships with Millennials –
those born after 1980. This generation is generous with their wallets and
time.”

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Why is LinkedIn Important?
Source: LinkedIn Internal
 430+ MM members worldwide
 Users in over 200 countries,
available in 19 languages
 42% of users update their profile
regularly
 2MM+ Groups, with 1,000 forming
every day
 Over 5 billion professional searches
each year
 9MM+ Company Pages
 Millions of connections formed
every business day
 2.8MM+ US-based jobs currently
listed on LinkedIn
 77% of all open jobs are listed on
LinkedIn
 48% of recruiters post jobs
exclusively on LinkedIn
 Vision  create economic
opportunity for every one of the
3.3 billion people in the global
workforce

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Why is LinkedIn Important?
Millions of nonprofit professionals use LinkedIn to identify potential
volunteers, board members, employees, and donors
https://nonprofit.linkedin.com

Get Started!
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Effectively building a personal profile is the first step to
growing a strong LinkedIn presence because people do
business with people they ...

Is My LinkedIn Profile A.L.I.V.E.TM?
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A– Accurate
L– Locatable
I– Impactful
V– Value-based
E– Engaging
"To attract attractive people, you must be attractive. To attract powerful
people, you must be powerful. To attract committed people, you must be
committed. Instead of going to work on them, you go to work on yourself. If
you become, you can attract." -- Jim Rohn

Is Your Profile … Accurate
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 Free of grammar/spelling errors?
 Correct in all details – factual?
“Whoever is careless with the truth in small matters cannot be
trusted with important matters” - Albert Einstein

 Users with complete profiles are 40 times more likely to receive
opportunities through LinkedIn
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Is Your Profile … Locatable
 Do your Specialties & Endorsements contain appropriate
keywords which cause you to “rank” for your expertise?
 What words would potential prospects/clients, partners,
donors, volunteers, etc use to search for your
services/expertise?
• At least 5 skills
• Profile photo
• At least 50 connections
• Industry and postal code
• A current position with description
• Two more positions
• Education

Is Your Profile … Impactful
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 Are your Headline and Summary compelling?
• Analyst at Booz Allen  “PMP-certified project manager – Known for
successfully leading multi-million dollar projects in developing countries”
• Owner at Symonds CPA  “CPA | Management consultant delivering
affordable solutions to improve financial management and reporting of
nonprofit organizations”
• CEO at Taylor-Leonard Corporation  “Speaker, Trainer, Consultant |
Delivering customized solutions to drive operational excellence &
profitability”
 What message does your profile communicate?

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Is Your Profile … Value-Based
 Does your Summary highlight your value proposition; succinctly
written with measurable/quantifiable accomplishments?
 Does your profile contain current recommendations that are
directly aligned with your skills/abilities?
Recommendations vs. Endorsements
 Highlight your past performance

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Is Your Profile … Engaging
 Define your Connection Strategy
 Grow your network.
 Share what you’re doing – post meaningful content as an update,
provide thought leadership/hot topics
 Communicate with your network – comment on posts, follow
their company, etc.

Profile Sections
• Profile Header
• Background/Summary
• Experience
• Publications
• Projects
• Organization
• Education
• Certifications
• Skills & Expertise
• Recommendations
• Volunteer Experience & Causes
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Each section in your personal profile is relevant in
helping you to build your network, “brand”,
expertise/credibility, demonstrate balance, and to
rank.

WARNING! Before Making Changes …
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OR …

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Understand Your Settings & Privacy

Profile Header
 Professional headshot
 Edit background photo (banner) to
draw visual interest
 Compelling headline
 Contact info – email & contact #
 Website & Social Media Links
 Personalized LinkedIn URL
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www.photofeeler.com
About Your Headshot …

Summary
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 High impact, overview
 2-3 paragraphs
highlighting
accomplishments & ways
you add value
 Name drop when
possible
 Establish a Call to Action
 Specialties to drive SEO

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An Effective Summary …
• Save
• Make
• Create Efficiencies
• Solve Problems
• Bring Peace of Mind

Experience
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 Snapshot of professional
experience
 Include current & past
employment
 Showcase relevant resume
sections; focus on your value
proposition & measureable
accomplishments
 Link to Company Page to drive
brand /visibility
 Mix text with bullet points,
when possible
 Give/Get Recommendations

Additional Searchable Content/Sections
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Recall your strategy … use keyword searchable content

Marketing & Collaboration Wheel
Posts
Personal
profile
Advanced
Searches Groups
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Company
Pages
Updates

What’s Your Connection Strategy?
Counterintuitive to our childhood experience
What’s your philosophy  Connect with no one …
Connect with everyone
Who?
 Colleagues/Industry peers
 Former co-workers
 Friends/Family
 People you meet
 Classmates/Alumni
 People interested in your cause/mission (volunteers, donors,
prospective Board members, etc)
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Advanced Searches – For Individuals
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Consider the value of LinkedIn Premium for
more robust candidate searches
Be familiar with LinkedIn’s Boolean Search Logic

Let’s Apply It!
Who are the ideal types of people you’d like to
connect with?
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I Made a New Connection … Now What?
• Send an email requesting a
short, telephone conversation
“Hi Judy! Thanks for connecting
with me. I’d like to schedule a
quick, 10-minute call with you; the
purpose of which is to learn more
about you, to share the same, and
to explore ways to help one
another. Please share the best
time/number to reach you.”
• Consider their connections &
“People Also Viewed” for
points of affinity
• Build value for “Following”
your company page
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Identify/Join Relevant Groups
 Connect with thousands of
industry experts and like-minded
professionals to gather insight
and feedback
 Follow and share topical info
 Credibly expand your business
network and uncover
opportunities to collaborate
 1,000+ groups are created every
day with 100,000 users joining at
least one group every day
 WARNING! WARNING! Make
sure your posts are genuine and
that you're not spamming the
group with worthless noise.
Group search word: “non-profit”

Leveraging Company Pages  Organizational Development
Refine Searches By
• Location
• Industry
• Relationship
• Company Size
• # of Followers
• Fortune
Benefits
• Research perspective
clients/companies
• Discover public
information on
companies & how
you’re connected
• Find key executives
within those companies
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Let’s Apply It!
Provide the name of a company / organization you’d
like to do business with? Your ideal corporate /
strategic partner
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Create an impactful, high-level overview
Grow your “Follower” base
Post relevant Company Updates to remain “top of mind” & engage Followers
Encourage your Team to “share”/ “like” posts to expand visibility
Build Your Company Profile … 9MM+ featured
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Grow your Following | The Employee Effect
Include a clear call to action in all posts
Ask thoughtful questions to engage your followers
Add visuals/videos to make feeds stand out
Align content to your members needs and/or interests. Balance
organization specific posts with trending industry news/information.
Create an editorial calendar but have some flexibility to accommodate
time sensitive entries
Measure/evaluate your results
Manage updates to keep audience’s attention. Avoid excessive posting.
Company Page Best Practices
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When in doubt … “Follow” the Leaders
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Update Best Practices – Personal & Company Page
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Be brief
Post regularly  Companies that post 20 times/month, on average, reach
60% of their followers with 1 or more updates
Encourage your network’s participation  Include a clear call to action in
all posts (read our latest blog, subscribe to …, register today, etc.)
Balance content  You/Your Company, Industry, Miscellaneous
Consider leveraging Hootsuite, Buddy Media, Sprinklr, etc
Always add photos/videos to make feeds stand out
Time updates  weekday morning/midday
Track your results

Process Frequency Call to Action
View Updates Daily Comment on successes of your network. Shows you have an interest
in them and keeps you/your services in front of them.
Check “Who’s
Viewed Your
Profile?”
Daily Send connection requests to individuals you’re not currently “linked
to”. For others, engage them in dialog by asking “How may I help you?”
Add Updates Weekly Expose your network to industry trends, hot topics, deadlines, etc.
Always include a call to action!
Review Saved
Searches – Job &
People
Daily/Weekly This is your pipeline. As you receive results from saved searches,
connect with them.
Make
Recommendations
Monthly /
Quarterly
Set a goal to make recommendations. Think “givers gain”.
Join Groups Monthly /
Quarterly
Identify the groups containing former colleagues, alumni, peers and/or
target market and join them. Contribute to the group by providing
meaningful content. Evaluate existing groups for current relevance.
Download
Connections
Annually At least annually, download your connections into a .csv file for
safekeeping. Save the file on your local computer or private network.
Define an Operating Rhythm … 15-20 minutes/day
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FREE
Resources
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• LinkedIn Profile Self-Assessment
• Profile Optimization Checklists
www.BoostMyLinkedIn.com

Relationships
Matter …
We Can Help!
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"To attract attractive people, you must
be attractive. To attract powerful
people, you must be powerful. To
attract committed people, you must be
committed. Instead of going to work on
them, you go to work on yourself. If you
become, you can attract."
-- Jim Rohn

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www.boostmylinkedin.com
www.linkedin.com/in/ktleonard
@TaylorLeonardCo &
@kellytleonard
taylorleonardcorporation

2016-10-13 LinkedIn Optimization for Nonprofits

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