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Identifying Advocates                                            How to use your database                                 ...
Considering Advocacy          • Organisations have the ability to build and                nurture advocacy tactics from w...
Considering Advocacy          • Two types of advocacy                 —    Active advocacy                 —    Passive ad...
Active Advocacy • Active advocacy is where the satisfied or engaged       member will recommend the organisation to their ...
Passive Advocacy       • Using member insight to facilitate         — the cloning of new members         — journeys for ex...
Application of Data          All of this can achieved by          • collecting and maintaining the right data about       ...
Application of Data                                        There are typically 5 types of                                 ...
1. The hangers-on    Non-performers who do not    (yet) appreciate the inherent    benefits of their relationship with    ...
2. One Man Bands     Constituents who     make limited use of     their membership or     other relationship,     but only...
3. The would-be silent majority                                         Whilst aware of the                               ...
4. The Leaders      Constituents who identify      and maximise every      opportunity open to them in      a disciplined ...
5. The Manipulators.........   These members milk the   membership for all its   worth often to deliver   status or feed t...
Application of Data                      These 5 types of Constituent                                    need to be identi...
What’s the benefit of           applying research to the database?          How do you understand your members?           ...
What’s the benefit of           applying research to the database?          How do you understand your members?           ...
The Classic Strategic Circle                                                COMMUNICATIO                                  ...
The New Strategic Circle                                              BROAD RANGE OF                                      ...
Behaviour                  Profile       Personal                Longevity                 Queries                Demograp...
Personal members                                         Demographics       Age Gender Education Income Geography Job@dmco...
Personal members                                               Behaviour         Aged 35-40,         Manager, Earns       ...
Personal members     Although demographically they may appear to share     a similar profile, we see that they behave diff...
Personal members     Psychographics – the missing element                                  Attitudes                      ...
How do you add the psychographic                   dimension to your database?@dmcounsel Database Marketing Counsel     © ...
How do you add the psychographic                   dimension to your database?                   By fusing research data w...
The Data Fusion Process                                                       EVENTS                           BRING ALL D...
The Data Fusion Process     Review your data                                             Names     Identify and fix data q...
The Data Fusion Process      Identify any requirement for                Demographics                                     ...
The Data Fusion Process Mine your data and create your            Define the differences in                               ...
The Data Fusion Process                                          Targeted                                                 ...
The Data Fusion Process                                          Targeted Match survey                                    ...
The Data Fusion Process                                          Targeted Re-run the mining                               ...
Psychographics             Adding to your database from research       • Address the customer segments with “golden       ...
Who are potential active advocates?      • Committed members who have referred in the past      • Members whose attitude a...
Who are potential passive advocates?• Invoke a process of ‘cloning’ – clone the             best  members and most profita...
Thank You                                www.dmcounsel.co.uk@dmcounsel Database Marketing Counsel               © Michael ...
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Identifying Advocates

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How membership organisations can use their database or MRM more effectively to promote both active and passive advocacy.

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Identifying Advocates

  1. 1. Identifying Advocates How to use your database to identify and manage advocates An Approach for Membership Organisations Michael Collins BA (Hons), DipM, MCIM, FIDM Managing Consultant - Database Marketing Counsel Visiting University Lecturer in Database Marketing & CRM@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  2. 2. Considering Advocacy • Organisations have the ability to build and nurture advocacy tactics from within their own membership data • Considering members’ overall relationships with the organisation will assist in creating a membership journey that delivers advocates@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  3. 3. Considering Advocacy • Two types of advocacy — Active advocacy — Passive advocacy • Both can be managed through your database or MRM@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  4. 4. Active Advocacy • Active advocacy is where the satisfied or engaged member will recommend the organisation to their peers and wider acquaintances Word of mouth — — Member-get-member — Peer-to-peer referrals — Viral marketing — Social networking • The member actively, consciously makes the referral@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  5. 5. Passive Advocacy • Using member insight to facilitate — the cloning of new members — journeys for existing members • Who is likely to appreciate similar status and services and so behave in a similar manner — Behavioural — Profiles — History • The members are not intentionally advocating • Their compliance with peers’ behaviour can be used as a template for other members’ journeys@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  6. 6. Application of Data All of this can achieved by • collecting and maintaining the right data about members • engaging them in a relationship and progressing to advocacy • fusing research data against the membership database to enrich the segmentation and selection@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  7. 7. Application of Data There are typically 5 types of Constituent@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  8. 8. 1. The hangers-on Non-performers who do not (yet) appreciate the inherent benefits of their relationship with the organisation, although are often registered members@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  9. 9. 2. One Man Bands Constituents who make limited use of their membership or other relationship, but only when GO! prompted@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  10. 10. 3. The would-be silent majority Whilst aware of the benefits, they need a unifying effort to bring them about@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  11. 11. 4. The Leaders Constituents who identify and maximise every opportunity open to them in a disciplined manner. These tend to be the ‘gold card holders’ – the key active advocates.@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  12. 12. 5. The Manipulators......... These members milk the membership for all its worth often to deliver status or feed their own aspirations…but can be valuable advocates@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  13. 13. Application of Data These 5 types of Constituent need to be identified@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  14. 14. What’s the benefit of applying research to the database? How do you understand your members? How can you identify ‘advocates’?@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  15. 15. What’s the benefit of applying research to the database? How do you understand your members? How can you identify ‘advocates’?@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  16. 16. The Classic Strategic Circle COMMUNICATIO N TUNE STRATEGY DATABASE RESPONSE ANALYSE RESPONSE@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  17. 17. The New Strategic Circle BROAD RANGE OF COMMUNICATION MEDIA AUTOMATION DATABASE CONTROLLED RESPONSE INTERPRET, ANALYSE UNCONTROLLED RESPONSE, NEW DATA, INTELLIGENCE, SOCIAL@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  18. 18. Behaviour Profile Personal Longevity Queries Demographics Psychographics Responses Career Attitudes Contributions Interests Aspirations Complaints Preferences Advocates Retention Cloning Acquisition@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  19. 19. Personal members Demographics Age Gender Education Income Geography Job@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  20. 20. Personal members Behaviour Aged 35-40, Manager, Earns Aged 25, IT manager, Male, Small Business £50k+, Male, Graduate trainee Aged 40, married, Owner, Married, a within a member customer for over employs specialist member for 15 company. Why is 10 years …Why staff years …. Has she not referring does he …. But why does introduced 10 any of her recommend our he not take out a new members course-mates? training but has corporate and runs events never become a membership and in his workplace member? offer the benefits to the workforce?@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  21. 21. Personal members Although demographically they may appear to share a similar profile, we see that they behave differently@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  22. 22. Personal members Psychographics – the missing element Attitudes Aspirations Self-view Value of Membership How they see the Organisation Determined from research@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  23. 23. How do you add the psychographic dimension to your database?@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  24. 24. How do you add the psychographic dimension to your database? By fusing research data with your membership data@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  25. 25. The Data Fusion Process EVENTS BRING ALL DATA MEMBERS INTO ONE STUDENTS PLACE…. CREATE AN ANALYSIS CUSTOMERS UNIVERSE OR A WEB/SOCIAL DATA MART TRANSACTIONS TRANSACTIONS@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  26. 26. The Data Fusion Process Review your data Names Identify and fix data quality issues Addresses Postcodes Source Your Membership history Data Campaign history Response history (Members, Purchase history customers & Transactions) Enquiries Complaints Referrals Acquired data@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  27. 27. The Data Fusion Process Identify any requirement for Demographics Interests enhancement & enrichment… Business qualification Your Data (Members, customers & External Transactions) Qualification (Demographics & Classifications)@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  28. 28. The Data Fusion Process Mine your data and create your Define the differences in behaviour between the ‘communities’ communities and determine your “GOLDEN QUESTIONS” to drive research Your Data (Members, customers & External Transactions) Qualification (Demographics & Classifications)@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  29. 29. The Data Fusion Process Targeted Often several Bespoke Research variations on the survey to research (Attitudes & target the Aspirations) golden questions Your Data (Members, customers & External Transactions) Qualification (Demographics & Classifications)@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  30. 30. The Data Fusion Process Targeted Match survey Research outcome back to (Attitudes & database Aspirations) Your Data (Members, customers & External Transactions) Qualification (Demographics & Classifications)@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  31. 31. The Data Fusion Process Targeted Re-run the mining Research (Attitudes & Aspirations) Your Data (Members, customers & External Transactions) Qualification (Demographics & Classifications)@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  32. 32. Psychographics Adding to your database from research • Address the customer segments with “golden questions” • Research data can be both discrete and general • If research is discrete then it can be matched back to the subject • This will provide specific qualification criteria for those who respond …. • …. and information that can be extrapolated across other similar subjects, to fine tune the profiles@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  33. 33. Who are potential active advocates? • Committed members who have referred in the past • Members whose attitude and behaviour reflects satisfaction • Satisfied customers for training or publications • Bloggers or complimentary contributors to the organisation’s chat-rooms and forums or industry social media whose score or profile supports their sentiments • Proven committed members and customers who have registered testimonials that can be used in marketing activity Invite these people to participate at a higher level Include them as the first wave for any viral marketing activity@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  34. 34. Who are potential passive advocates?• Invoke a process of ‘cloning’ – clone the best members and most profitable customers – DM’ers did it before Dolly the Sheep• They will act as advocates without being aware of it! @dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
  35. 35. Thank You www.dmcounsel.co.uk@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.

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