Date post: | 13-Jul-2015 |
Category: |
Government & Nonprofit |
Upload: | jamie-billingham |
View: | 148 times |
Download: | 1 times |
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LinkedIn profiles =259 million
Population in Canada= 35 million
LinkedIn is BIGGER than Canada
Who’s In in Canada
Canadian population = 35million
Canadian LinkedInprofiles = 7 million +
Toronto LinkedIn profiles= 1.5 million +
Vancouver LinkedInprofiles = 500 thousand +
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
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
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
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)
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
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
Dependencies and Resources
LinkedIn Strategy
Graphics/Branding
Employee and leadership
buy-in
Dedicated time for Groups
Content creation
Employee training
…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