Social CRM for Associations

Social CRM for
Associations
Patrick Dorsey, Avectra
Maddie Grant, SocialFish

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

9/20/2013
What is Social CRM?
Philosophy & business strategy
Technology platform
Stakeholder
Engagement
Member
Value
Processes
& workflow
Trust &
Transparency

9/20/2013
What is Social CRM?
Membership
and
customer
management
Social media
Social
CRM

Social CRM ROI
9/20/2013
Cost Benefit

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

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

What did association people think?
9/20/2013

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
A few themes popped out at us over the course of conversations with
association colleagues.

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
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

Basics of a Social CRM practice
9/20/2013
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.

Priority Post-it Sort
9/20/2013
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.

Use Cases
9/20/2013
Example #1: A long time
member is not responding
to our renewal notices.
Did he just disappear?

Research
9/20/2013

Use Cases
9/20/2013
Example #2: How do we
know who’s influencing
our members online? And
how do we get influencers
to help us?

Influence scoring
9/20/2013

Use Cases
9/20/2013
Example #3: How do we
find members who are at-
risk of dropping because
they are not engaging with
us or other members?

Warning signs
9/20/2013

6 Social CRM technologies
9/20/2013
AMS
Email

Social Media Monitoring and
Responding

Social Profiles
Map the relationships between members

• Targeted Advertising
• Buyer’s Guide
• Premium Sponsors
• Social Commerce
Community

Socialytics
• More than just Lifetime Value or
Engagement Score
• Track sentiment, track relevance
• Data must be data actionable and
automated

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

Thank You
• Twitter: @PatrickFDorsey
• Email: pdorsey@avectra.com
• Website: www.avectra.com
• Twitter: @maddiegrant
• Email: maddie@socialfish.org
• Website: www.socialfish.org

Social CRM for Associations

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