how to increase member value with social communities
DESCRIPTION
Social business is defined as the ability of an organisation to use its online communities to improve its performance. Most organisations are looking for cost effective and productive ways to interact with their supporters, prospects and staff: Increase donations by engaging donors. Engage with members to improve membership retention and increase membership value. Create valuable new opportunities for membership benefits with the scope for previously untapped monetisation. Connect members where you to stay at the centre of your valuable community. Allow your members and donors to create their own communities. Extend your reach on a secure platform to leverage social media and drive members to your community. Create communities where members are more involved, with the scope for mentoring and accelerated interaction and feedback. Streamline internal and external communications across communities and groups with customisable privacy settings.TRANSCRIPT
Increasing Member Value with Social Communi7es -‐-‐ John Eikenberry, Centrepoint
Agenda
• What are we trying to achieve and how can social media help?
• How do we choose the right social media plaEorm? • How can I build an effec7ve social community? • Why is a social community important? • How do I measure the impact of my social work?
Recruit
What are NFPs trying to achieve?
Inform
Mone7ze Empower
Engage
How can social media help?
Educa7ng Interac7ng
Subscribing Sharing
Connec7ng
But which one to choose?
Icons courtesy of Smashing Hub © 2012
Selec7ng a Social PlaEorm Top 50 Highest Income NFPs
Source: 2011 CraigConnects
Don’t forget the new, up-‐and-‐coming plaEorms
• Where are your members? • More importantly, where are your future members?
Isn’t doing “social” well expensive?
Assump7on: You need a big budget to properly engage with social media to make it work Reality: Budget doesn’t correlate with social media presence success. Number of posts also isn’t success.
2011 CraigConnects
Budget Social Success
Conversa7ons & Community
Create a sense of community (exper7se, enabler), not organiza7on (authorita7ve voice) • Post updates from where the work is being done,
not at a desk as an a_er-‐thought • Show a story over 7me, e.g., the prepara7on for
an event, use of dona7ons, social change • Engage people in a conversa7on • Be willing to let go; humanize the conversa7on
Image courtesy of Taiga Company © 2009
Adding Value 97% of NFPs say they always need new donors & volunteers but can’t easily find & engage those who
want to help. James L. Knight Founda7on, Soul of the Community Overall Findings, 2010
88% of adults want to be involved -‐-‐ and -‐-‐
48% of adults say NFPs make it easy to get involved
Walden University’s 2012 Social Change Impact Report, Feb-‐Mar 2012
76% of people reported helping at least one NFP last year, BUT NFPs don’t know which one, when or
why
James L. Knight Founda7on, Soul of the Community Overall Findings, 2010
Growing the Community
Use ‘friends’ of your members to grow your community • Get members to be part of the
conversa7ons • Friends, who already have similar values &
interests, will see the conversa7ons and want to get involved
Image courtesy of Weblink Int’l © 2012
Image: Only At © 2011 Image: seyDoggy © 2012
Allow members to add their own stories & pictures to the conversa7ons. Their friends will find these stories & images more believable.
Communi7es complement, not replace
eNewsleners
Images: Website – IconArchive © 2012 eNewslener – IconFinder © 2012 pNewslener – MurphyPrin7ng © 2011 Events – enVision Financial © 2012 Face2Face – Iconspedia © 2012
Print Newsleners Websites
Events Face-‐to-‐Face
Connect Website & Community
Image courtesy of Winter Street Design © 2012
Connect your website to your community
-‐-‐ AND –
Connect your community to your website
Image courtesy of @Angpang © 2012 Image courtesy of Telerik © 2012
Measure
Measure your Social Media influence • How many unique people see your
message? • What is being said about your
brand? • How many people click on a link? • How many people re-‐post a link? • How many people perform a call-‐
to-‐ac7on?
Image courtesy of DynamicWP © 2012
Free Tools
Facebook Insights
Klout
Google Analy7cs
TwinerCounter
YouTube Insights
Summary
For more informa7on, contact us at:
Conference House Ltd. 24 St. Clements Passage, Hun7ngdon PE29 3TP
Tel: 03707 367367
Thank you for listening
020 8390 8899 (Yes, we are a UK company!) [email protected] www.centrepoint.uk.com