This document outlines a presentation about optimizing LinkedIn for organizational success. It discusses establishing a LinkedIn strategy and optimizing personal profiles according to criteria like being accurate, locatable, impactful, value-based, and engaging. The presentation teaches how to expand networks through connections, groups, and searches and provides tips for engaging followers through regular updates on personal and company pages. The key takeaways are to finalize a strategy, optimize profiles, expand networks, engage in groups, leverage searches, complete company pages, adopt an operating rhythm, and get help from LinkedIn's nonprofit resources.

1. Thrive. Grow. Achieve.
LinkedIn for
Nonprofits
Kelly Leonard , Taylor-Leonard Corporation
May 13, 2015

2. Presented by: Kelly Leonard
© 2015 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

3. 3
1. Your Name
2. Organization/Company Name
3. Your Role
4. Level of familiarity with LinkedIn [on a scale of 1 to 10]
5. One – Two reasons you’re here today
Welcome & Introductions

4. Kelly Leonard – CEO, Taylor-Leonard Corporation
4
 CPA [non-practicing] with over 25 years training,
internal audit, healthcare, and financial services
experience encompassing federal government,
private and public accounting environments, to
include Fortune 100 companies.
 Oversees training and business development
practices of Taylor-Leonard Corporation (T-LC); a
training, business development, and IT
consultancy.
 Launched BoostMyLinkedIn. 3,700+ first level
connections with 6-10 daily direct inquiries and
opportunities. T-LC generated $500,000+ revenue
within a 24-month period through LinkedIn
network. Trained 4,000+.

5. 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.
5

6. The Good News Is …
90% of questions you have about social media are not in
fact social media questions, they’re actually networking
questions!
6
Social media technology
allows people to talk about
brands with unprecedented
speed and volume…
WARNING! WARNING!
Watch what you “say”!

7. 7

9. 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!
9

10. Why Is Social Media Important?
10
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

11. Why Is Social Media Important?
11
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.”

12. 12
Why is LinkedIn Important?
Source: LinkedIn Internal
 360+ MM members worldwide
 Users in over 200 countries,
available in 19 languages
 42% of users update their
profile regularly
 Over 2MM+ Groups, with 1,000
forming every day
 More than 7MM Company
Pages
 Millions of connections formed
every business day
 Over 2.5MM 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

13. 13
Why is LinkedIn Important?
Millions of nonprofit professionals use LinkedIn to identify potential
volunteers, board members, employees, and donors
LinkedIn Blog

14. 14
Why is LinkedIn Important?

15. Get Started!
15
Effectively building a personal profile is the first step to
growing a strong LinkedIn presence because people do
business with people they ...

16. Is My LinkedIn Profile A.L.I.V.E.TM?
16
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

17. Is Your Profile … Accurate
17
 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

18.  Users with complete profiles are 40 times more likely to receive
opportunities through LinkedIn
18
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, etc
use to search for your services/expertise?
 Create Company Page & Link Personal Profile
• At least 5 skills
• Profile photo
• At least 50 connections
• A summary
• Industry and postal code
• A current position with description
• Two more positions
• Education

19. Is Your Profile … Impactful
19
 Are your Headline and Summary compelling?
1. “CPA - Combining Accounting Best Practices, Strategic Planning, and
Organizational Leadership to Grow Enterprise Value”
2. “PMP-certified project manager – Known for successfully leading multi-million
dollar projects in developing countries”
3. “Global health professional specializing in the use of mHealth, eHealth, and
informatics for maternal & child health”
 What message does your profile communicate?
 How do you want others to remember “your brand”?

20. 20
Is Your Profile … Value-Based
 Does your Summary & Experience 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

21. 21
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.

22. Profile Sections
• Profile Header
• Background/Summary
• Experience
• Publications
• Projects
• Organization
• Education
• Certifications
• Skills & Expertise
• Recommendations
• Volunteer Experience & Causes
22
Each section in your personal profile is relevant in
helping you to build your network, “brand”,
expertise/credibility, demonstrate balance, and to
rank.

23. WARNING! WARNING!
Implementing these strategies will get you noticed. Temporarily turn off notifications.
23

24. Profile Header
 Professional headshot
 Compelling headline
 Contact info – email & contact #
 Website & Social Media Links
 Personalized LinkedIn URL
24

25. Summary
25
 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

26. Experience
26
 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

27. Additional Searchable Content/Sections
28
Recall your strategy … use keyword searchable content

28. What’s Your Connection Strategy?
Counterintuitive to our childhood experience … “Don’t
talk to Strangers”
What’s your philosophy  Connect with no one …
Connect with everyone
Who?
 Colleagues/Industry peers
 Former co-workers
 Supervisors
 Friends/Family
 People you meet
 Classmates/Alumni
 People interested in your cause/mission
28

29. Advanced Searches – Individuals
29
Refine Searches By
• Keywords
• Title
• Name
• Industry
• Relationship
• Location
Benefits
• Research perspective
clients
• Discover how you’re
connected
Consider the value of LinkedIn Premium for more robust candidate searches

30. Let’s Apply It!
1. Provide the name of a
prospect (person/key contract)
you’d like to connect with ?
2. Provide the demographic
information of your ideal
member and/or volunteer?
30
Once identified, what next step(s) would you consider?

31. 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
31

32. Marketing & Collaboration Wheel
Pulse
Personal
profile[Saved]
Searches: Groups
32
Company
Pages
Posting
Updates
Outlook Social
Connector

33. Pulse - Read/Contribute Content
 Pulse app and on LinkedIn.com
 News application with content
tailored to your professional
interests
 Follow Channels and share
topical info
33

34. 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”

35. 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
35

36. Let’s Apply It!
1. Provide the name of an
organization or company
you’d like to do business with?
2. Provide the demographic
information of your ideal
corporate/strategic partner?
36
Once identified, what next step(s) would you consider?

37. 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 … 7MM+ featured
37

38. 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
38

39. When in doubt … “Follow” the Leaders
39

40. Update Best Practices – Personal & Company Page
40
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

41. Process Frequency Call to Action
View Updates P 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?”
P 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 P/C Weekly Expose your network to hot topics, promote for speaking
engagements, specials, etc. Always include a call to action!
Review Saved
Searches
P Weekly/ Monthly This is your pipeline. As you receive results from saved searches,
connect with them.
Make
Recommendations
P Monthly /
Quarterly
Set a goal to make recommendations. Think “givers gain”.
Join Groups P 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.
Define an Operating Rhythm … 15 minutes/day
41
P = personal profile | C = company page

42. Key “Take Aways”
1. Finalize your Strategy
2. Optimize Your Personal Profile (Think A.L.I.V.ETM)
3. Expand your Network
4. Engage in Groups
5. Leverage Saved Searches
6. Complete your Organization’s Company Page
7. Adopt an Operating Rhythm
8. Get Help! https://nonprofit.linkedin.com/
42

43. Kelly Leonard, CEO
Kelly.Leonard@Taylor-Leonard.com
www.linkedin.com/in/ktleonard
240.994.4861 (M)
© 2015 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.