Member Relations
CESSE Annual Meeting 2013
Elizabeth Weaver Engel, MA, CAE
CEO & Chief Strategist
introductions
Elizabeth Engel
@ewengel
about me… about you…
http://bit.ly/10s8UUb @ewengel
agenda
 the CRM mindset
 Big Data
 marcomm and IT: happy together
http://bit.ly/10s8UUb @ewengel
Do you want fries
with that?
http://bit.ly/10s8UUb @ewengel
http://bit.ly/10s8UUb @ewengel
sales funnel  purchase loop
http://bit.ly/10s8UUb @ewengel
http://bit.ly/10Zm3up
http://bit.ly/10s8UUb @ewengel
let’s talk: sales culture
 Does your association currently have a
sales-friendly culture?
 What would a sales culture lo...
http://bit.ly/10s8UUb @ewengel
http://bit.ly/10s8UUb @ewengel
let’s talk: big data
 Has your association started thinking about the
concept of "Big Data"?
 What questions are you try...
http://bit.ly/10s8UUb @ewengel
http://bit.ly/10s8UUb @ewengel
let’s talk: marcomm & IT
 Is IT a service department or a strategic partner
in your association?
 How might your choices...
what will YOU do differently tomorrow?
http://bit.ly/10s8UUb @ewengel
Member Relations:
An Association-Centric Approach to Customer
Relationship Management
http://bit.ly/10s8UUb
@ewengel
keep in touch!
Elizabeth Weaver Engel, M.A., CAE
CEO & Chief Strategist
Spark Consulting LLC
http://bit.ly/10s8UUb w getme...
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Member Relations: An Association-Centric Approach to Customer Relationship Management

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Presentation given by Elizabeth Engel at the 2013 CESSE Annual Meeting based on the spring 2013 Spark whitepaper of the same name (available at http://bit.ly/10s8UUb).

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  • Greet people – ask why they came & what they’re looking to learn
  • Give history of white paper – CRM trend driven by memb decline?What depts are you in?CRM software?
  • CRM philosophySoftware not a magic bulletAssoc squeamish about sales – mission focusNo money, no missionHave to overcome
  • Use data to segmentMore market shareMore customer shareReduced support costs
  • Sales funnel has become the far more complex purchase loopForming and managing authentic relationshipsOpportunity to be real (Red Cross confiscated keys)Or really screw up (scheduled tweets during the Boston Marathon bombing)
  • Miriam (case study) #10in20 webinarInfo is a treasureDatabase can tell you what people have done with you, spent, pos/neg experiencesDon’t want to reach out to exhibitor who had a miserable conf to ask for upgradeDon’t want to do a mem pitch at busy time CRM and AMS allow this – share info across assocRequires mindset and exec support
  • Discuss & report
  • Speaking of data – Big DataWhat is Big Data? (open it up)Know more about our audiences than ever – not only our own data, but public online dataMarketing has been backwards looking & about correlationBig Data is about being forward looking and predictive analytics – create & test hypothesesExamples: cellphone epidemiology, House of Cards
  • CRM is about collecting & analyzing data to make data-driven decisionsAlexander Pasik – shift from operational to analyticExample – confreg versus time to offer virtual attendance & how
  • Discuss & report
  • ProcessGive my own historyIT & marcomm don’t get alongThey’re weirdWe’re clueless
  • Has to change to strategic partnershipOnly way we can use data to drive decisions
  • Discuss & report
  • Take a few minutes & answer: what will you do differently as a result of this talk or anything else you’ve learned here at CESSE today? Few minutes to write something down & if you’re feeling brave, share it at your table
  • Don’t have to give me any information to get it
  • Member Relations: An Association-Centric Approach to Customer Relationship Management

    1. 1. Member Relations CESSE Annual Meeting 2013 Elizabeth Weaver Engel, MA, CAE CEO & Chief Strategist
    2. 2. introductions Elizabeth Engel @ewengel about me… about you… http://bit.ly/10s8UUb @ewengel
    3. 3. agenda  the CRM mindset  Big Data  marcomm and IT: happy together http://bit.ly/10s8UUb @ewengel
    4. 4. Do you want fries with that? http://bit.ly/10s8UUb @ewengel
    5. 5. http://bit.ly/10s8UUb @ewengel
    6. 6. sales funnel  purchase loop http://bit.ly/10s8UUb @ewengel
    7. 7. http://bit.ly/10Zm3up http://bit.ly/10s8UUb @ewengel
    8. 8. let’s talk: sales culture  Does your association currently have a sales-friendly culture?  What would a sales culture look like in your association?  What benefits do you think you'd enjoy if you did have a sales culture?  What might you have to change in order for that to happen? http://bit.ly/10s8UUb @ewengel
    9. 9. http://bit.ly/10s8UUb @ewengel
    10. 10. http://bit.ly/10s8UUb @ewengel
    11. 11. let’s talk: big data  Has your association started thinking about the concept of "Big Data"?  What questions are you trying to answer that Big Data might help with?  How might you have to change to be ready to take advantage of the opportunities Big Data provides?  What data might you need to begin collecting to do predictive analysis about your audiences?  Do you currently have the systems and processes in place to collect and use that data? http://bit.ly/10s8UUb @ewengel
    12. 12. http://bit.ly/10s8UUb @ewengel
    13. 13. http://bit.ly/10s8UUb @ewengel
    14. 14. let’s talk: marcomm & IT  Is IT a service department or a strategic partner in your association?  How might your choices about positioning IT affect your ability to create a culture of strong, successful business processes? To use software strategically?  How well do your IT and marketing departments collaborate? How might that affect the success of any sales and marketing related software projects, regardless of the chosen platform? http://bit.ly/10s8UUb @ewengel
    15. 15. what will YOU do differently tomorrow? http://bit.ly/10s8UUb @ewengel
    16. 16. Member Relations: An Association-Centric Approach to Customer Relationship Management http://bit.ly/10s8UUb @ewengel
    17. 17. keep in touch! Elizabeth Weaver Engel, M.A., CAE CEO & Chief Strategist Spark Consulting LLC http://bit.ly/10s8UUb w getmespark.com p 202.468.3478 e ewengel@getmespark.com t @ewengel li www.linkedin.com/in/ewengel
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