Membership, Engagement and the Metrics that Matter
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Membership, Engagement and the Metrics that Matter

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In a world where Facebook boasts over one billion members and hundreds of millions of people use Twitter and LinkedIn, association executives must address the changing dynamics of member ...

In a world where Facebook boasts over one billion members and hundreds of millions of people use Twitter and LinkedIn, association executives must address the changing dynamics of member relationships. More than a technology, Social CRM is a philosophy and business strategy that helps associations work smarter. Social CRM is about getting the entire organization on board with the idea and practice of collecting, analyzing and using social data to engage its members. And more engaged members means a more successful association.

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    Membership, Engagement and the Metrics that Matter Membership, Engagement and the Metrics that Matter Presentation Transcript

    • Membership,   Engagement  And  The   Metrics  That  Ma5er   #SocialCRMPresented  by   Sponsored  by  
    • Welcome  Webinar  A5endees   Type  ques<on  here  
    • Follow  this  webinar  on  Twi5er   #SocialCRM  
    • About  Demand  Gen  Report  •  Launched  in  2007  to  track  best   prac:ces  in  lead  genera:on  •  Newsle?er  has  grown  to  more   than  26,000  readers  •  We  also  offer  a  menu  of  research   and  best  prac:ces  reports    •  New  audio/video  podcasts  at   DemandGenReport.com      @DG_Reporthttp://linkd.in/DG_Specialists
    • Panelists   John  Clese   Director  of  Product   Marke:ng   Avectra   Ma?hew  McKenzie   Senior  Editor   Sarah  Palma:er   Demand  Gen  Report   Senior  Business  Analyst   DSK  Solu<ons,  Inc.  
    • Membership,  Engagement  and  the  Metrics  that  Ma?er    John  Clese  Director  Of  Marke:ng,  Not-­‐For-­‐Profit  Avectra  Jclese@Avectra.com      Sarah  Palma:er  Senior  Business  Analyst  DSK  Solu:ons,  Inc.    spalma:er@dsksolu:ons.com      
    •    What  is  Engagement?  
    • Engagement  is  just  a  bullshit  term  made  up  to  apply  to  making  people  do  something  in  the  online  (or  offline)  space.        Sixty  years  ago  engaging  a  customer  meant  you  said,  “Hi.  Wanna  buy  some  stuff?”  They  said,  “Sure,  Whatya  got?”      Then  they  bought  something…successful  engagement!      Jason  Falls,  Founder  &  CEO  of  Social  Media  Explorer  
    • MYTH:      Measuring    Engagement  isn’t  Important  
    • REALITY:    It  is  important.  Measuring  engagement  tells  us  how  valuable  our  customers  are.        
    • MYTH:    Successful  engagement  metrics  are  the  same  for  everyone.        
    • REALITY:    Not  True.  Successful  metrics  depends  on  your  goals  for  engagement.        
    • Successful  Engagement:    Return  on  Engagement  (RoE)    Did  you  get  something  from  your  audience  that  can  make  your  business  be5er?    •  Profits.  You  sold  stuff  =  successful  engagement.  •  Ideas.  You  got  feedback  on  your  product  or  service  you  can  use   =  successful  engagement.  •  Referrals  and  Recommenda<ons.  You  got  customers  to  tell   other  people  you’re  cool  =  successful  engagement.  •  Digital  Merit  Badges.  You  got  people  to  link  to  you,  follow  you,   Like  you,  re-­‐Tweet  you  =  successful  engagement.  •  New  Members  /Donors  or  Be5er  Reten<on  Rates.  You  got   prospec:ve  cons:tuents  to  join  or  exi:ng  members  to  stay  =   successful  engagement.     Jason  Falls,  Founder  &  CEO  of  Social  Media  Explorer    
    • While  revenue  numbers  tell  us  about  the  health  of  our  business  today;    the  VALUE  of  our  customers  tells  us  about  the  health  of  their  business  tomorrow.    -­‐Rajat  Paharia,  Founder  and  Chief  Product  Officer  of  Bunchball  
    • Measure  what  ma?ers,  keep  it  simple…      The  end  result  is  to  increase  loyalty  and  profitability  of  your  brand.          Bob  Konsewicz,  Strategic  Consultant,  Maritz  Loyalty    
    • More  Meaningful  Metrics  Than  Just  Fans  and  Followers  Top  3    increasing    measurements  to  evaluate  a  brand’s  effec:veness  on  Social  Media    Social  Presence:  number  of  Followers  and  Fans  -­‐96%  Traffic  To  Website  –  89%      Social  Men<ons  across  PlaWorms  –  84%    Share  of  Social  Conversa<on  –  66%    Social  Influence  –  63%     The  State  of  Social  Media  MarkeMng  Report    Sept.  2012  Awareness  Inc.  
    • Engagement  Scoring    Transac<onal  –  something  given  or  taken  in  return  for  something  else  (quid  pro  quo).    Behavioral  –  response  to  a  par:cular  situa:on  or  s:mulus  (social  ac:ons).    Implicit-­‐  implied  rather  than  expressly  stated.      Explicit  –  fully  and  clearly  expressed  or  demonstrated;  leaving  nothing  merely  implied.    
    • You  Need  A  Social  CRM  To:    Integrate  social  commentary,  ac:on  and  feedback  received  from  websites  &  social  networking  sites  with  hard  (tradi:onal)  data.    Have  a  more  holis:c  rela:onship  with  your  cons:tuents  and  enhance  your  understanding  of  them.    
    • Engagement,  and  measuring  its  effec<veness  against  business  objec<ves,  is  the  key  founda<on  to  increasing  membership,  building  loyalty  and  driving  revenue.    
    • A  Case  Study  in  Scoring  
    • What  is  the  A-­‐  Score™  •  A  numeric  engagement  score  from  1-­‐100.  •  Individuals  and  organiza:ons.  •  Each  associa:on  can  set  it  up  and  score  ac:vi:es  their  own  way.  •  Comprised  of  composite  scales  (e.g.  Events,  Membership,   Community,  Fundraising,  etc.).     #AUDC12
    • What  Do  You  Do  With  the     A-­‐Score™  and  Engagement  Scoring?  •  Size  up  a  customer  at  a  glance  with  one  number.  •  Iden:fy  up-­‐and-­‐coming  members  and  volunteer  leaders.  •  Intervene  with  declining  members  before  they  leave.  •  Grassroots  –  iden:fy  influen:al  people  with  high  scores  in  a  Congressional   district  to  lobby  an  undecided  Member  of  Congress  on  your  issue.  •  Examine  contrasts  as  opportuni:es:   –  People  who  shop  but  don’t  join   –  People  who  a?end  events  but  aren’t  on  commi?ees   –  People  who  are  social  but  don’t  donate.  •  Pricing  incen:ves  for  high  scorers.     #AUDC12
    • Case  Study:  ACEC  •  American  Council  of  Engineering  Companies   –  Membership  is  primarily  organiza:on  based.   –  Upgrading  to  netFORUM  2011  in  order  to  take  advantage  of  A-­‐Score™   func:onality.      “The  main  benefit  for  ACEC  comes  in  the  differen:a:on  between  individuals  and   organiza:ons.    As  a  trade  associa:on,  organiza:on  scoring  and  data  is  a  great   tool  to  evaluate  high-­‐level  efforts,  but  products  and  services  are  sold  to   individuals.    By  allowing  us  to  structure  the  scoring  for  both  categories,  we  get   the  more  sophis:cated  company  insights,  which  we  can  apply  to  the  on-­‐the-­‐ ground  marke:ng  efforts,  bolstering  individual  par:cipa:on  with  us.    A-­‐Score™   also  represents  a  huge  <me  savings  for  me,  as  I  no  longer  have  to  run  4-­‐6   different  queries  and  reports  to  get  a  full  picture  of  our  members  par<cipa<on   over  <me.”        -­‐  Nina  Goldman,  Director  of  Sales  &  Member  Organiza:on  Services,  ACEC     #AUDC12
    • The  Game  Plan  1.  Discovery  sessions  with  ACEC  to  discuss   possible  ac:ons  to  score.      2.  Proof  of  concept  –  create  ac:ons  on  DSK   site.  3.  Complete  setup  on  upgraded  ACEC  test  site.  4.  Run  backfill  process  on  ACEC  test  site.  5.  Review  ini:al  results  with  ACEC.  6.  Adjust  scoring  weights  as  needed.   #AUDC12
    • Discovery  Sessions  •  Ini:al  sessions  included  only  DSK  &  Nina   Goldman  (Director  of  Sales  &  Member   Organiza:on  Services  at  ACEC).  •  Outcome:  Top  10  list  of  ac:ons  for  both   Individuals  and  Organiza:ons.   #AUDC12
    • Metrics  That  Ma5er  for   Organiza<ons   #AUDC12
    • Top  10  Ac:ons  for  Individuals  •  Individual  membership.  •  Representa:ve  of  coali:on  membership.  •  PAC  dona:on.  •  Bookstore  purchase  (merchandise,  subscrip:ons,  publica:ons).  •  Event  registra:on.  •  Commi?ee  par:cipa:on.  •  Award  entry  primary  contact.  •  Speaker  at  an  event.  •  Customer  inquiries  (contact  requests).  •  Update  of  profile  online.   #AUDC12
    • Top  10  Ac:ons  for  Organiza:ons  •  Coali:on  Membership  •  Regular  Membership  •  PAC  Dona:on  •  Bookstore  Purchase  (merchandise,  subscrip:ons,  publica:ons)  •  Award  Candidate  •  Customer  Inquiries  (Contact  Requests  “on  behalf  of”)  •  Exhibit  Booth  Purchase  •  Adver:sement  •  Online  “Cer:fica:on”  (specific  Organiza:on  data  fields  updated  annually)  •  Any  Update  of  the  Organiza:on’s  Profile  Online   #AUDC12
    • Proof  of  Concept  –  Tes:ng  •  Once  setup  was  complete,  tes:ng  to  ensure  that  ac:ons  were  created  and   scores  awarded  was  carried  out.   #AUDC12
    • Proof  of  Concept  –  Final  Results   Individual  Ac:ons      "   Individual  Membership  –  30  points   "   Commi?ee  Par:cipa:on  "   Representa:ve  of  Coali:on   "   Chairman  –  15  points     Membership   "   All  other  Posi:ons  –  10  points  "   PAC  Dona:on  –  10  points   "   Award  Entry  Primary  Contact  –  5  "   Bookstore  Purchase     points   "   Merchandise  –  2  points   "   Speaker  at  an  Event   "   Subscrip:ons  –  5  points   "   Event  Level  –  10  points   "   Publica:ons  –  3  points   "   Session  Level  –  5  points    "   Event  Registra:on   "   Customer  Inquiries  (Contact   "   Annual  Conven:on  –  10  points   Requests)  –  5  points   "   Other  Event  Types  –  8  points     "   Update  of  Profile  Online     #AUDC12
    • Proof  of  Concept  –  Final  Results   Organiza:on  Ac:ons      "   Coali:on  Membership  –  30  points   "   Customer  Inquiries  (Contact  "   Regular  Membership  –  30  points   Requests  “on  behalf  of”)  –  5  points  "   PAC  Dona:on  –  10  points   "   Exhibit  Booth  Purchase  –  20  points  "   Bookstore  Purchase   "   Adver:sement  –  15  points   "   Merchandise  –  2  points   "   Online  “Cer:fica:on”  (specific   "   Subscrip:ons  –  5  points   Organiza:on  data  fields  updated   "   Publica:ons  –  3  points   annually)  "   Award  Candidate  –  15  points   "   Any  Update  of  the  Organiza:on’s   Profile  Online     #AUDC12
    • Lessons  Learned  •  Start  small  –  can  always  add/tweak  rules  later.  •  Backfill  takes  a  long  :me!    ACEC’s  backfill  took  2  days  to  run.   –  Plan  to  monitor  backfill,  can  restart  if  it  stops  for  any  reason.  •  Tes:ng  can  be  a  challenge   –  Membership  is  not  real  :me;  updated  by  task  only.   –  Ac:on  dates  are  very  important!       –  Don’t  put  all  of  your  tests  on  one  record…  recommend  crea:ng  one   record  for  each  rule  you’re  tes:ng.   –  If  ac:ons  are  appearing  but  scores  are  not,  run  your  qualifying  query  to   see  if  the  ac:on  crea:ng  records  are  selected.   #AUDC12
    • Thoughts  from  ACEC    “With  the  assistance  of  DSK  staff,  a  fairly  complicated  set-­‐up  has  been   thoroughly  explained  and  then  brainstormed  and  worked  through  in  a   systema:c  way.    Having  the  guidance  in  place  to  drive  the  conversa:on   with  me,  as  well  as  to  ask  tough  ques:ons,  has  been  invaluable.    So  overall,   the  process  for  me  has  been  pre?y  painless  thus  far.        What  it  has  done  is  make  us  think  strategically   about  our  programs  and  ac<vi<es  and  what  they   mean  to  our  membership  ac<va<on.        As  a  work  in  progress,  I  expect  that  some  adjustments  will  be  made  to  the   scoring  criteria  as  we  move  forward,  but  puxng  the  :me  and  effort  in  right   now  will  pay  great  dividends  to  us  in  the  way  of  useful  business   intelligence.”        -­‐  Nina  Goldman,  Director  of  Sales  &  Member  Organiza:on  Services,  ACEC       #AUDC12
    • Final  Thoughts    Develop  an  engagement  strategy.      Define  and  align  your  goals    with  your    business  objec:ves.        Start  small.      Ac:vely  measure.      Don’t  be  afraid  to  adjust.    
    • Q&A    //    Submit  Your  Ques<ons   Type  ques<on  here  
    • Q&A    //    Panelists   John  Clese   Director  of  Product   Marke:ng   Avectra   Ma?hew  McKenzie   Senior  Editor   Sarah  Palma:er   Demand  Gen  Report   Senior  Business  Analyst   DSK  Solu<ons,  Inc.  
    • Thank  You  For  A5ending  This  Webinar   You can download this presentation at: http://dg-r.co/social-crm-web