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Social CRM for Associations
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Social CRM for Associations

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Social CRM for Associations: …

Social CRM for Associations:
What is Social CRM?
A fad, or the future?
Three example use cases
Technology of Social CRM

Published in: Technology, Business

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  • Photos by Lindy Dreyer
  • Transcript

    • 1. Social CRM for Associations Patrick Dorsey, Avectra Maddie Grant, SocialFish
    • 2. Today’s session • What is Social CRM? • A fad, or the future? • Three example use cases • Technology of Social CRM • Next steps 9/20/2013 Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org
    • 3. White paper
    • 4. 9/20/2013 Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org What is Social CRM? Philosophy & business strategy Technology platform Stakeholder Engagement Member Value Processes & workflow Trust & Transparency
    • 5. 9/20/2013 Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org What is Social CRM? Membership and customer management Social media Social CRM
    • 6. Social CRM ROI 9/20/2013 Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org Cost Benefit
    • 7. Social CRM = Social Business • Sixty-six percent of executives believe that social applications for business represent a fundamental shift in how work will get done and how companies will engage with customers; • Fifty-three percent of executives believe they must adopt Social Business or risk falling behind; • Sixty-two percent of executives cite the potential to achieve ―better customer loyalty and service levels‖ and 57 percent anticipate ―increased revenue or sales‖ as a result of implementing a Social Business strategy; • Sixty-two percent of all respondents think that businesses need to leverage social software inside and outside their organizations in order to remain competitive; • Online communities are an important source of information for making purchase decisions, especially for millennials. Fifty-four percent of millennials said that they are more likely to rely on and make purchase decisions from information shared via personal contacts in online communities versus 33 percent more likely to use information from ―official‖ company sources; • Eighty-three percent of executives leverage at least one social network for work use. “There is one absolute about social CRM: It will be mandatory — not optional — for the majority of organizations.” - the Gartner Group, 2011 Jive Social Business Index 2011
    • 8. Social CRM—The here and now ―Social CRM is our future – and it's our near future. The time to start planning is now.‖ Holly Ross, NTEN blog, April 2011 ―I admit it--I'm totally drinking the social CRM Kool-Aid‖ Maggie McGary, Mizz Information blog, April 2011 ―Conversations online happen with or without us. We would be doing a disservice to ourselves and our communities if we did not take part as experts in our field.‖ Maya Linson – National Association of Public Hospitals and Health Systems The goal is not to be good at social media, but to be good at business because of social media. Jay Baer
    • 9. What did association people think? 9/20/2013 Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org
    • 10. Major themes • Social CRM is DYNAMIC. The technology to support it needs to be equally so. • In the best scenario, technology is INVISIBLE, playing a supporting role. • Social CRM is 100% possible with available technology and a little imagination, provided the COMMITMENT is there, top to bottom. 9/20/2013 Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org A few themes popped out at us over the course of conversations with association colleagues.
    • 11. Current state of Social CRM • General consensus: 90+% is possible, but we’re accomplishing no where near that. • The data is hard to process, and without seeing how it will all come together, Social CRM is a hard sell. No buy-in, no SCRM. • Not working smart—spraying and praying. • Spending too much in the wrong areas. • Focusing on too many small pieces but not the big picture. 9/20/2013 Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org We asked how much of what we’d discussed is possible without making major changes to their current technology platforms. What’s Possible Now? > 90% Possible Now
    • 12. Basics of a Social CRM practice 9/20/2013 Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org Monitoring and responding Social profile mapping Outreach and lead generation Community management We briefly introduced the four basic areas of a Social CRM practice, and discussed a few of the tasks that are related to each area.
    • 13. Priority Post-it Sort 9/20/2013 Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org Record a member’s social media profiles in the database Triage social media inquiries, and assign them to the right person. Record and track social media interactions in the AMS Build a list of at-risk members based on our members’ connectedness Important Not Important Easy Hard Then we went to work prioritizing the tasks we discussed on a positioning matrix according to importance and difficulty.
    • 14. Use Cases 9/20/2013 Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org Example #1: A long time member is not responding to our renewal notices. Did he just disappear?
    • 15. Research 9/20/2013 Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org
    • 16. Use Cases 9/20/2013 Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org Example #2: How do we know who’s influencing our members online? And how do we get influencers to help us?
    • 17. Influence scoring 9/20/2013 Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org
    • 18. Use Cases 9/20/2013 Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org Example #3: How do we find members who are at- risk of dropping because they are not engaging with us or other members?
    • 19. Warning signs 9/20/2013 Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org
    • 20. 6 Social CRM technologies 9/20/2013 Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org AMS Email
    • 21. Social Media Monitoring and Responding
    • 22. Social Profiles Map the relationships between members
    • 23. Community
    • 24. Community …Mobile and more!
    • 25. • Targeted Advertising • Buyer’s Guide • Premium Sponsors • Social Commerce Community
    • 26. Socialytics • More than just Lifetime Value or Engagement Score • Track sentiment, track relevance • Data must be data actionable and automated
    • 27. Next Wave: A-Score™ Scales • A-Score™ is a composite of other scales, each of which measures engagement in a specific category A-Score™ Social Participation Events Fundraising Advocacy
    • 28. Thank You • Twitter: @PatrickFDorsey • Email: pdorsey@avectra.com • Website: www.avectra.com • Twitter: @maddiegrant • Email: maddie@socialfish.org • Website: www.socialfish.org