Once a month LinkedIn employees around the world are encouraged to take the day off from their regularly scheduled meetings and work and spend some time doing other activities such as volunteering. On this day a few employees from LinkedIn Canada invited some non-profit peeps into their offices to talk about leveraging LinkedIn in the non-profit environment.
We started the presentation off with
some information about the platform (aka LinkedIn 101)
- LinkedIn connects the world’s professionals to make them more productive and successful
- its more than a tool to help members find a job. It can be used to help users network
- Unlike other social networks, LinkedIn is a strictly Professional network – any activity posted is professional (ie. LinkedIn is not the place you post pictures of your kids)
- With a professional network comes different levels of activity and different use cases
Then we moved into
numbers and stats (aka the good stuff)
- LinkedIn has 161 million members
- Nearly 60% of LinkedIn members live outside the US
- Two new people join LinkedIn per second
- Linkedin is a global network vs. other professional networks that are country-focused
- Engagement 274,550+ members w/ causes
- There are 124,056 NFP company pages
- There are 8.4 million NFP followers
- There are 87,116 NFP groups
LinkedIn Audience in Canada stats- 43 million business leads generated in Canad via LinkedIn
- 6 out of 10 use LinkedIn to keep up on business news or research companies
Now that we had all our facts straight we got into some tips:Enhance your professional brand to expand your network a. use LinkedIn as a brand asset – create a group and also get your employees to create profiles and act as brand ambassadors
b. what do people see when they google you? – completed profiles rank better
c. ensure everyone has listed the company name correctly – every word is searchable
d. if everyone shares the same description of your organization it will be easier to find you and experts within your organization
Build your networka. First degree connections are important but 2nd degree and 3rd degree connections are also very valuable.
Build your company brandEvery organization has the ability to build their company brand within LinkedIn
a. You can also build a careers page on your company profile
b. You can also build a group and get followers
c. Create a products page – you can post events and campaigns as products and get recommendations (ie testimonials) from supporters
d. Supports/fundraisers can also create testimonials on your page
Status updates a. Two ways: on the company profile page and on the individual profile page
b. Company page: targeted messaging features just released (donors vs. volunteers can get different messages)
Integration with other applications a. The status updates on LinkedIn allow you to select which messages go to Twitter
b.LinkedIn's recent Slideshare purchase allows users to embed presentations on a personal profile (not available for company pages yet)
c. Polling on LinkedIn provides excellent analytics
Find people with special skills (recruitment tool) a. Use LinkedIn to research specific types of volunteers to support your organization
b. You might be able to find someone that shares the same kind of interests as you
Create a GroupConnect w/ supporters by creating a group
a. Create a group for your alumni
b. Create a group for your board members where you can sharing meeting minutes
c. Create a group for your employees where you can share resources
d. Use groups strategically
- focus on 1-2 groups you care about so you can leverage the networking advantages of LinkedIn
f. Once your part of a group you can access people that you are not directly connected to but are part of a shared group
Connect w/ Experts a.Members can indicate what their skills are allowing you to search for members based on skill set
Then we got to the Crux of the matter:
How to build a company page on LinkedI
company page elements:- overview tab: use this tab to make an impression on members
- careers tab: paid tab
- products and service tab: share products/services
- product detail tab: houses up to 9 products/services
- only owners can build a company (you can have up to 12 admins on a company page)
in order to edit your company page
- You have to be a current company employee and your position is on your profile
- A company email address is one of the confirmed email addresses on your LinkedIn account
- you must associate your profile with the RIGHT company. You must click on a name from our company drop down list when you edit or add the position on your profile
- your company’s email domain is unique to your company
Adding a company page is four-step processstep 1: add a company
step 2: populate overview tab - ie. look at Johnnie Walker company page
step 3: add products and services
step 4: populate product and service tab
- Company page allows you to create targeted tab. Based on who logs on the company profile will reveal the tabs that are most relevant. Create variations of the page to be served to unique audience segments (Up to 30 different views)
- LinkedIn is rolling out follower ad units - so companies (and non-profits - who get a discount) can purchase ad units to increase followers.
Overall it was a great session and super-beneficial and we are so excited to start experimenting with all these new features on the
Framework page.