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.

1. Increasing
Member
Value
with
Social
Communi7es
-­‐-­‐
John
Eikenberry,
Centrepoint

2. 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?

3. What
are
NFPs
trying
to
achieve?
Inform
Recruit
Engage
Empower
Mone7ze

4. How
can
social
media
help?
Interac7ng
Educa7ng
Connec7ng
Sharing
Subscribing

5. But
which
one
to
choose?
Icons
courtesy
of
Smashing
Hub
©
2012

6. Selec7ng
a
Social
PlaEorm
Top
50
Highest
Income
NFPs
Source:
2011
CraigConnects
• Where
are
your
members?
• More
importantly,
where
are
your
future
members?
Don’t
forget
the
new,
up-­‐
and-­‐coming
plaEorms

7. Isn’t
doing
“social”
well
expensive?
Budget
Social
Success
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

8. Conversa7ons
&
Community
Image
courtesy
of
Taiga
Company
©
2009
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

9. 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

10. 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
Allow
members
to
add
their
own
stories
&
pictures
to
the
conversa7ons.
Their
friends
will
find
these
stories
&
images
more
believable.
Image:
Only
At
©
2011
Image:
seyDoggy
©
2012

11. Communi7es
complement,
not
replace
Websites
eNewsleners
Print
Newsleners
Events
Face-­‐to-­‐Face
Images:
Website
–
IconArchive
©
2012
eNewslener
–
IconFinder
©
2012
pNewslener
–
MurphyPrin7ng
©
2011
Events
–
enVision
Financial
©
2012
Face2Face
–
Iconspedia
©
2012

12. Connect
Website
&
Community
Connect
your
website
to
your
community
-­‐-­‐
AND
–
Connect
your
community
to
your
website
Image
courtesy
of
Telerik
©
2012
Image
courtesy
of
@Angpang
©
2012
Image
courtesy
of
Winter
Street
Design
©
2012

13. 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?
Image
courtesy
of
DynamicWP
©
2012
• How
many
people
re-­‐post
a
link?
• How
many
people
perform
a
call-­‐
to-­‐ac7on?

14. Free
Tools
Facebook
Insights
YouTube
Insights
Klout
TwinerCounter
Google
Analy7cs

15. Summary

16. Thank
you
for
listening
For
more
informa7on,
contact
us
at:
020
8390
8899
(Yes,
we
are
a
UK
company!)
sheeraz@centrepoint.uk.com
www.centrepoint.uk.com
Conference
House
Ltd.
24
St.
Clements
Passage,
Hun7ngdon
PE29
3TP
Tel:
03707
367367