Social CRM Use Cases for Membership Orgs


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  • This session is based on the information contained in our white paper series on Social CRM. The first white paper explains what Social CRM is, including the basics of a social CRM practice and the six key technologies that support it. The second talks about return on investment, and 12 use cases looking at how social CRM get get you to the ROI of social media.My role here is to talk about the strategy and the people and processes behind all of this; we also have xx and xx in the room from Avectra who can answer any specific NetForum-related technlogy questions.
  • First, let’s talk about some myths about social CRM. If you Google the term, you find tons of links from technology vendors selling Social CRM platforms, suites, and products. But Social CRM is NOT something you buy off the shelf. We’ll talk more about that in a minute, but it’s like if I went a bought a gorgeous BMW – but didn’t know how to drive. Not only would I basically have an expensive metal sculpture sitting in my driveway, but I would also not be able to really appreciate what it can do.Second myth is that you can get return on investment from your social media management work without Social CRM. This will become clear when we go over what the definition of SCRM is for the association industry; but spending time doing social media activities that don’t tie back to your business will eventually hinder you from becoming a truly social organization.Third myth is that one department can own social CRM. Social media in general, and social media management done well in particular, is a powerful force that breaks down internal silos and barriers. If you’re not prepared for some deep internal collaboration, or if you don’t want most of your staff involved in the work of social media management, its never going to work.
  • So enough of what Social CRM is not – what is it?Paul Greenberg is the author of CRM at the Speed of Light and he’s widely credited as having written the definition.
  • So here it is. I’ll let you read it for a second.Got it? Ok. Let’s move on. Just kidding! You probably needed to read that more than once, right? It’s quite complicated.
  • So we deconstructed the definition a little bit. The most important thing to note is it’s a philosophy and business strategy, supported by technology and processes and workflow, which can lead to engagement and these other things. So you can see here that the technology piece is only maybe 20% of what social CRM is all about.
  • Let’s look a the workflow and processes a little closer. These are what we call the basics of a social CRM practice. If you are doing anything with social media at all, you’ll already be doing one or more of these. Listening and Monitoring – everyone knows what that is, right?Social profile mapping is about finding where your members are online, and also who they are connected to – and that means connections to each other as well as connections to you the organization.Outreach and lead generation has to do with social media maketing and campaigns – for example promoting your annual conference through social media. This is also about figuring out who the influencers in your community are – the thought leaders in the industry, bloggers, and people who run groups online.Community management is the nurturing of your public or private groups, whether that’s LinkedIn or Memberfuse.
  • So we talked about processes; now let’s talk about the technology piece.Here’s what looks like a pretty complicated diagram of six key Social CRM technologies. This is your social media stuff here. We have communities – that’s Memberfuse, but maybe also your CMS. SSO is Social Sign on, not single sign on. Social sign on means someone can log in to your site using their Google or Twitter of LinkedIn credentials. We have email, both email marketing and e-newsletters but also just plain old one-to-one email. We have social discovery, which are services where you can upload your email list and find out where people are online. Social discovery is also, for example, checking someone’s name against your member list when they ask to join your LinkedIn group and keeping track of non-members.Social Media Management Systems (SMMS) and Social Media Monitoring are more and more the same thing now – monitoring platforms might be something like Radian6, while a management system is something like Spredfast or Hootsuite, which allows you to have a team of people sending messages out through multiple twitter accounts but managed through a central editorial schedule. Management systems like that now have a lot of analytics on the back end, like monitoring platforms do.But the main thing about this diagram is that all of these various systems feed back to your AMS. That is the key to setting up a social CRM practice; starting to map everything back to your membership database.
  • So here’s a simpler way to look at it; And I totally stole this slide from Sterling Raphael so thank you Sterling. But basically, you have your AMS as the core – your community stuff on top – and then your social media outposts. And the most important thing is to start mapping everything back.
  • SO.Here’s our SocialFish definition. We’re all about simplifying. But here’s how you can impress your friends.
  • Now when we talk about social media, that means more than just Facebook Twitter LinkedIn; it means these other social concepts too, like influence, engagement, networks, etc.
  • When we talk about member management, it’s more than just the names in your database and your membership categories.
  • Social CRM is the discipline to put in place the tools and the processes necessary for measuring and increasing ROI on social media work. Social CRM is how you get to ROI.There’s obviously a cost to social media – a cost in man hours and resources, and a cost in technology investment. Increasingly, we’re seeing associations adding headcount for social media positions specifically – from Director level all the way through to interns.Social media has a cost, but has benefits – you might be able to reduce spending in some areas; you might be able to reduce man hours, for example by managing volunteers online instead of on the phone; and of course you should be able to amplify and target your marketing messages better so that you sell more – more memberships, or more registrations, or more sponsorships, etc.
  • So I’m going to show you some use cases – which are not the same as case studies, they are more like examples of what you can do if you start thinking about social media with a Social CRM mindset.
  • We’ll also talk about challenges, which is another way to figure out where Social CRM can help you. You could think of use cases as proactive, with challenges or problem solving as reactive. You have a specific membership management problem, how can Social CRM help.I’m going to sprinkle both kind of situations in.In all cases, though these are the four main areas that you’re probably thinking about when you think about membership management – recruitment, retention, member services, and outreach.
  • So here’s a recruitment challenge. How do we target our membership campaigns more effectively? Maybe we’re sending out lots of brochures, and emails asking members to invite their colleagues to join, but they’re not getting much response.
  • So you’re now thinking, if Social CRM is applying social data to member management, then how can social media help me target members better?This should be an easy one. You have a Facebook page, people have already self-selected themselves as “liking” the page, you can do a membership campaign there.
  • Here’s a use case on the same issue. If you have your ROI white paper, this is use case #1 on page 8. [READ USE CASE page 8]This makes sense, right? Easy.But it needs some back-end preparation. You need a field to record linkedin profiles in the AMS, and you need to do it on a regular basis – weekly or monthly or every time you get the email saying someone wants to join – because if you wait too long, and you have 5000 possible people to record, it will that much harder to do and it will cost a lot more money in time spent on it.
  • Here’s another recruitment challenge. How do we find influencers and get them to share our stuff?
  • There are tools out there that already try and give influence scores. I will tell you I personally hate Klout. I hate it because it is very very easy to game, and I hate it because it provides no context to the things you’re influential on. So Ashton Kutcher has a score of 99, and Lindy has a score of 40, but guess who’s more influential on Social CRM for associations?But we have better tools that are more relevant to the work that we do. Avectra’s A-score is about scoring engagement – because it makes sense, although it still need to be proven with all of your help, that engaged members attract more engaged members. What if you could start using the A-score to find out who is most engaged, and then enlist their help for your membership campaigns?
  • OK here’s a Retention use case.[READ USE CASE 6 PAGE 11]Makes sense? You’re “socializing” your educational content and getting more engagement, as well as being able to use the content for longer, surface new content, and keep conversations going around the content that could hypothetically be shared in all of your social spaces.
  • Lindy and I are focusing heavily on this this year – this is what we’re talking about when we talk about social learning. Lindy has a session this afternoon on this topic if you’re interested in hearing more. Educational content is really important – we have a lot of clients who get a big percentage of their revenue from their online education, and this could really amplify that.Here’s our Think Tank, where we’re experimenting with this.
  • OK here’s another retention challenge.
  • So again we’re going to start thinking, how can social media help with this challenge? Well, we can look the member up on LinkedIn. And we can see that she changed jobs. So we can do two things – we can find out who replaced her, and reach out to the new person, and we can also send her a message asking her to stay in touch, and hopefully retain her as a member.Again, if you’re starting to get proactive about these things, you’ll already have her LinkedIn profile listed in her database – and you know that that profile url will not change no matter how many jobs she has. And you also probably know that someone is much more likely to update their LinkedIn profile than they are to update their member profile.
  • Here’s a similar one, for trades.
  • Again, LinkedIn Company profiles allow you to connect with multiple people in a member company. And yes, it is perfectly OK to request to connect with relevant people – they can always say no. But once you have those connections made, it will be much easier to retain those member companies over the long term.
  • Here’s one I wanted to throw out for you. This is one of our hypotheses, that we want you to test for us. We think that members who are not connected to other members are at risk of dropping.
  • Here’s a screenshot from LinkedIn again, which shows you that someone has no connections. Now in LinkedIn, this could be a warning that this person is a spammer. But what if he’s actually new? What if you could reach out to him, and say, here are the names of a few veteran members to connect with who can show you the ropes, and here are some other people who joined when you did?
  • This is not about LinkedIn specifically – it’s about the idea of tracking connections and encouraging connections in order to get people engaged right from the day they join.This is a horrible screenshot but the engagement scoring you can do with the A-score will allow you to focus on people who score low and find out what might engage those people more.
  • OK here’s a member services use case. [READ USE CASE 8 on page 11-12]Make sense? If you can create a good member services center online, than you can not only reduce hours on the phone answering the same questions over and over again, but you can also keep your member services staff engaged.
  • This is an example from the Interaction Design Association, who uses a site called On this site, community members can also reply to questions. You can go check out how they do it there, but this is pretty easy to do on your Memberfuse platform.
  • Final use case:[READ USE CASE 12 on Page 14]
  • Start getting used to including social data in your AMS. You won’t necessarily use it yet, but you’ll be ready once you figure out ways to use it. And make it easy – add fields to your member profiles that they can fill in themselves. One thing that is pretty universally true for people using social media – they like to tell people what their Twitter handle is, and their LinkedIn profile, etc.
  • If you can start talking about Social CRM rather than social media – it will seem like a natural part of your job, as opposed to some other thing you don’t have time for right now. It will also seem a lot less frivolous to senior execs who still don’t understand it.
  • All of these examples, whether they are reactive or proactive, addressed specific pain points. Look for those first. Quick wins are always a good thing.
  • Prioritize! You can’t do everything at once.
  • This is just a final thought. All of this is possible. The technology pieces will continuously evolve, so it’s about a mindset and changing how you work to naturally incorporate social data. It’s NOT about the specific social sites – it’s not about “should we be on Pinterest”? If you’re tracking social data, your members will tell you.
  • Social CRM Use Cases for Membership Orgs

    2. 2. Originally posted in the SocialFish Think3/1/2012 Tank.
    3. 3. TODAY’SSESSION What Social CRM is Why Social CRM matters Social CRM in action Where to start Q&A #AUDC12
    4. 4. MYTHS ABOUTSOCIAL CRM • That it’s something you buy.• That you can get to ROI without it. • That one department can own it. #AUDC12
    6. 6. GREENBERG’SDEFINITION A philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes, and social characteristics, designed to engage the customer in acollaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It’s the company’s [programmatic] response to the customer’s ownership of the conversation. #AUDC12
    7. 7. TRANSLATION?Philosophy & business strategy Processes Technology platform & workflowStakeholder Member Trust &Engagement Value Transparency
    8. 8. Workflow and processes…Monitoring and Social profile responding mapping Outreach and Communitylead generation management Originally posted in the SocialFish Think Tank.
    9. 9. Supported by technology… AMS Email Originally posted in the SocialFish Think Tank.
    10. 10. SOCIALFISH DEFINITION “The discipline of applying social media data to membership management.”
    11. 11. SOCIAL MEDIA =Social sites +Social concepts Influence Engagement Nodes and Networks
    12. 12. MEMBER MANAGEMENT = Members + Community Prospects Influencers Past members
    13. 13. Questions so far? #AUDC12
    14. 14. TODAY’SSESSION What Social CRM is Why Social CRM matters Social CRM in action Where to start Q&A #AUDC12
    15. 15. Social CRM ROICost Benefit Originally posted in the SocialFish Think Tank.
    16. 16. TODAY’SSESSION What Social CRM is Why Social CRM matters Social CRM in action Where to start Q&A #AUDC12
    17. 17. USE CASESApplying social media to business challenges. #AUDC12
    18. 18. Member Management challenges Recruit Retain Serve Reach © 2011, SocialFish |3/1/2012
    19. 19. RECRUITMENTCHALLENGEHow do we target our membership campaigns more effectively? #AUDC12
    20. 20. Originally posted in the SocialFish Think3/1/2012 Tank.
    21. 21. Use Case #1 recruit members Task: Identify member prospects Needed: who engage on social media, • Time and convert them to members. • Access to the AMS Low-hanging fruit: new requests to join your LinkedIn • Field for group ROI: low- LinkedIn cost, high- profile URL quality leads • Offer copy Tools: AMS Level: basic • Tracking URL © 2011, SocialFish |3/1/2012
    22. 22. RECRUITMENTCHALLENGEHow do we know who’s influencing our members online? And how do we get influencers to help us recruit new members? #AUDC12
    23. 23. Influence scoring Originally posted in the SocialFish Think3/1/2012 Tank.
    24. 24. Use Case #2 retain members Task: Improve member engagement Needed: around the most valuable online content. • Great webinar content Low-hanging fruit: Existing ROI: reduce webinar content that is costs for • Great currently hidden in archives. creating new design & UX content by • Metrics for Tools: surfacing sign- Level: community existing in, views, an advanced platform content. d renewal. © 2011, SocialFish |3/1/2012
    25. 25. Originally posted in the SocialFish Think3/1/2012 Tank.
    26. 26. RETENTIONCHALLENGE A long time member is notresponding to our renewal notices. Did he just disappear? #AUDC12
    27. 27. Individual Profiles Originally posted in the SocialFish Think3/1/2012 Tank.
    28. 28. RETENTIONCHALLENGEHow do we connect with more than just the primary and secondary contacts in our member organizations? #AUDC12
    29. 29. Company Profiles Originally posted in the SocialFish Think3/1/2012 Tank.
    30. 30. RETENTIONCHALLENGE How do we find members who areat-risk of dropping because they are not engaging with us or other members? #AUDC12
    31. 31. Warning signs Originally posted in the SocialFish Think3/1/2012 Tank.
    32. 32. Engagement Scoring Originally posted in the SocialFish Think3/1/2012 Tank.
    33. 33. Use Case #3 serve members Needed: Task: Respond quickly to customer • Online FAQs service inquiries that begin online. that are public and search- able. Low-hanging fruit: Searches with few • Access and results and conversations on FB, T, LI. posting ROI: answer more privileges to questions, improve SM pages. response time, and reduce man hours • Metrics for Tools: community Level: Intermediate search, views, platform, SMMS and response tracking © 2011, SocialFish |3/1/2012
    34. 34. Originally posted in the SocialFish Think3/1/2012 Tank.
    35. 35. Use Case #4 outreach Task: Improve slumping conference registration Needed: numbers by promoting the conference outside the membership. • Landing page with great UX & Low-hanging fruit: Colleagues of members with lots form design of followers. • Followers ROI: more registrations, especially from first- on FB, T, LI time attendees. • Discount Tools: SMMS Level: Intermediate code tracking © 2011, SocialFish |3/1/2012
    36. 36. Questions? #AUDC12
    37. 37. TODAY’SSESSION What Social CRM is Why Social CRM matters Social CRM in action Where to start Q&A #AUDC12
    38. 38. WHERE TO START?1. Start mapping your social media data to your AMS data. Originally posted in the SocialFish Think Tank.
    39. 39. WHERE TO START?2. Start changing the conversation – from social media (Facebook, LinkedIn, Twitter) to Social CRM (social data applied to membership management) Originally posted in the SocialFish Think Tank.
    40. 40. WHERE TO START? 3. Look for the pain points, problems orchallenges in your membership management. Originally posted in the SocialFish Think Tank.
    41. 41. IDENTIFY, THEN PRIORITIZE Important Build a list of at-risk members Record and based on our track social members’ media connectedness interactions in the AMSEasy Hard Triage social Record a media member’s inquiries, and social media assign them to profiles in the the right database person. Not Important Originally posted in the SocialFish Think Tank.
    42. 42. REMEMBER• 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. Originally posted in the SocialFish Think Tank.
    43. 43. www.Avectra.comGET IN TOUCHCONTACT US Maddie Grant, CAE @maddiegrant Lindy Dreyer @lindydreyer #AUDC12
    44. 44. THANK YOU #AUDC12