Engagement 2.0: Social Media Management Meets CRM

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Members, prospects, and other stakeholders are talking about your association in blogs, on Facebook, Linkedin and Twitter. What they say there influences what people think about your organization. Are you listening? Are you responding? The Avectra Social Console gives your association the power to monitor and engage in social media conversations. Attend this session to discover what kinds of topics to monitor, how to engage in social media conversations, and why the Social Console is the Social Media Management tool of choice for any organization running netFORUM.

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Engagement 2.0: Social Media Management Meets CRM

  1. 1. ENGAGEMENT 2.0SOCIAL MEDIA MANAGEMENTMEETS CRM #AUDC12
  2. 2. www.Avectra.comMEET YOURPRESENTERSBrian Cheung Ben Martin, CAESOCAP International AVECTRAManager, Education & Product & CommunityMarketing Manager @bdcheung @bkmcae #AUDC12
  3. 3. TWEET! www.Avectra.com #AUDC12
  4. 4. www.Avectra.com #AUDC12
  5. 5. www.Avectra.comTHEY’RE TALKING ABOUT YOU #AUDC12
  6. 6. www.Avectra.com SOCIAL MEDIA MANAGEMENT• A social media management system aggregates social media content in one location making it efficient and effective for an organization to monitor and participate in social media conversations #AUDC12
  7. 7. www.Avectra.com #AUDC12
  8. 8. www.Avectra.com• Manage outgoing messaging to all sites – one message, all sites, all at once• Track friends’, fans’ and followers’ updates as well as keywords on the web and in the social sphere• Automate social updates, notifications and responses• Constantly monitor all activity for multiple sites in one location• Report on trends #AUDC12
  9. 9. www.Avectra.comWHY DOES AN ASSOCIATIONNEED THE SOCIAL CONSOLE?• Members, prospects, and stakeholders in your profession or industry are influencing what other members, prospects and stakeholders believe about your association in conversations on social media outlets. #AUDC12
  10. 10. www.Avectra.com HOW DOES THE SOCIAL CONSOLE HELP?• Avectra Social Console can help you become aware of those conversations by allowing association staff to listen in to keywords on social media outlets. #AUDC12
  11. 11. www.Avectra.comWHY DOES AN ASSOCIATIONNEED THE SOCIAL CONSOLE?• Your association needs to maintain a level of control over publishing to social media sites but not inhibit staff from working efficiently. #AUDC12
  12. 12. www.Avectra.com HOW DOES THE SOCIAL CONSOLE HELP?• Avectra Social Console allows your association to set publishing permissions, giving administrators the ability to determine who on staff can post content immediately to the Association’s public social networks, and whose posts need to be approved by an editor before publishing. #AUDC12
  13. 13. www.Avectra.comWHY DOES AN ASSOCIATIONNEED THE SOCIAL CONSOLE?• Your association has multiple social media outlets for various programs, conferences, and initiatives. #AUDC12
  14. 14. www.Avectra.com HOW DOES THE SOCIAL CONSOLE HELP?• Avectra Social Console allows associations to manage multiple social media accounts by setting up Properties, each of which can be independently configured and managed. #AUDC12
  15. 15. www.Avectra.comWHY DOES AN ASSOCIATIONNEED THE SOCIAL CONSOLE?• Your association wants to create a stronger affinity with its Twitter Followers without creating a lot more work. #AUDC12
  16. 16. www.Avectra.com HOW DOES THE SOCIAL CONSOLE HELP?• Avectra Social Console has a Direct Message Responder to automate messages to members or prospects when they Follow your association on Twitter. #AUDC12
  17. 17. www.Avectra.comWHY DOES AN ASSOCIATIONNEED THE SOCIAL CONSOLE?• Your association doesn’t have a dedicated social media manager to constantly monitor social media. #AUDC12
  18. 18. www.Avectra.com HOW DOES THE SOCIAL CONSOLE HELP?• Avectra Social Console has an e-mail digest feature that sends one or more staff scheduled summaries of social media posts on the sites and keywords being tracked. #AUDC12
  19. 19. www.Avectra.comWHY DOES AN ASSOCIATIONNEED THE SOCIAL CONSOLE?• Your association doesn’t have a dedicated social media manager to constantly publish content to social media. #AUDC12
  20. 20. www.Avectra.com HOW DOES THE SOCIAL CONSOLE HELP?• Avectra Social Console has an auto pilot feature that allows staff to schedule out social media marketing and communications campaigns weeks or months in advance. #AUDC12
  21. 21. www.Avectra.com WHAT SHOULD WE MONITOR?• Organization name • Industry/Profession – Acronym hashtags• Conferences • Books/Magazines• Board Chair’s name • Research/Surveys• CEO’s name • Your organization’s• Legislative agenda website – Bill numbers • Certifications• Influential speakers • Competition & authors • Other ideas? #AUDC12
  22. 22. www.Avectra.comHOW SHOULD WE ENGAGE?• It depends, but… – Participate, don’t dominate – Conversational tone – Be responsive – Be helpful – Be authentic – Set boundaries & give staff freedom to work within them #AUDC12
  23. 23. www.Avectra.comCASE STUDY #AUDC12
  24. 24. www.Avectra.comDEMO TIME #AUDC12
  25. 25. www.Avectra.com BUT WAIT, THERE’S MORE!• Social Profile Discovery – Social Console will compile a social media dossier for constituent records in netFORUM• User-Centric Social Activity Tracking – Clip social content from the Web and attach it to constituent records in netFORUM• Monitor and engage in MemberFuse• Tighter integration with netFORUM #AUDC12
  26. 26. www.Avectra.com
  27. 27. www.Avectra.comWHICH IS MOREIMPORTANT? WHAT’S WHO’S BEING SAYING SAID IT
  28. 28. www.Avectra.comIT DEPENDSON THE CONTEXT
  29. 29. www.Avectra.comIMPORTANCEIS IN THE EYE OFTHE BEHOLDER
  30. 30. www.Avectra.comWHICH IS MOREINFLUENTIAL? 10,000 100FOLLOWERS FOLLOWERS
  31. 31. www.Avectra.comIT DEPENDSON THE CONTEXT
  32. 32. www.Avectra.comINFLUENCEIS IN THE EYE OFTHE BEHOLDER
  33. 33. CASE STUDY www.Avectra.comThe Communications Director approaches youwith a question: We have 10,000 members,some percentage of which are active on thevarious social networking sites. We only havetime to actively manage two social networkingsites. How can I decide which two I should investour time in?
  34. 34. CASE STUDY www.Avectra.comThe VP of Tradeshows asks you: I have a list of1197 tweets from last week’s tradeshow. Howcan I figure out who these people are, whichones are members, and who, if any of them, arepeople that I should invite to serve on thetradeshow committee?
  35. 35. CASE STUDY www.Avectra.comThe Marketing Coordinator asks you: We have4391 Twitter followers. I want to send an e-mailblast to our members who are following us onTwitter and who attended last year’sconference. Can you help me?
  36. 36. www.Avectra.comHOW DO I LEARN WHO’SINFLUENTIAL?
  37. 37. www.Avectra.comHOW DO I LEARN MORE ABOUT WHO’SINFLUENTIAL?
  38. 38. www.Avectra.comWHAT HAVE WELEARNED?
  39. 39. CASE STUDY www.Avectra.comThe Communications Director approaches youwith a question: We have 10,000 members,some percentage of which are active on thevarious social networking sites. We only havetime to actively manage two social networkingsites. How can I decide which two I should investour time in?
  40. 40. CASE STUDY www.Avectra.comThe VP of Tradeshows asks you: I have a list of1197 tweets from last week’s tradeshow. Howcan I figure out who these people are, whichones are members, and who, if any of them, arepeople that I should invite to serve on thetradeshow committee?
  41. 41. CASE STUDY www.Avectra.comThe Marketing Coordinator asks you: We have4391 Twitter followers. I want to send an e-mailblast to our members who are following us onTwitter and who attended last year’sconference. Can you help me?
  42. 42. www.Avectra.comWHERE IS ALLOF THIS GOING?• CRM/AMS Integration • Automation – Tracking private comm- – Social profile discovery unity activity – Social activity tracking – Tracking social profiles – Social marketing – Social activity records acceleration – Report on social media – Social topic discovery influencers
  43. 43. www.Avectra.comQUESTIONS TO ASKYOUR TECH VENDORS• How are you incorporating social into your AMS?• How are you making our web content social?• How are you automating our social strategies?
  44. 44. THANK YOU #AUDC12

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