Social CRM for Associations

Social CRM for Associations

Patrick Dorsey, Avectra

Maddie Grant, SocialFish

Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org

Today’s session

• What is Social CRM?• A fad, or the future?• Three example use cases• Technology of Social CRM• Next steps

04/07/2023

White paper


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What is Social CRM?

Philosophy & business strategy

Technology platform

Stakeholder Engagement

Member Value

Processes & workflow

Trust & Transparency


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What is Social CRM?

Membership and

customer managemen

t

Social media

Social CRM


Social CRM ROI

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Cost Benefit

Make more money

Reduce man hours

Reduce spending

Technology investment

Man hours

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?

04/07/2023


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.

04/07/2023

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.

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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

04/07/2023

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

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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

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Example #1: A long time member is not responding to our renewal notices. Did he just disappear?


Research

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Use Cases

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Example #2: How do we know who’s influencing our members online? And how do we get influencers to help us?


Influence scoring

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Use Cases

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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

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6 Social CRM technologies

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AMS Social discovery

Member

Communities

Email

Social

media

monitorin

gSMMS

Marketing EnterpriseCMS

SSO

Platform

Social Media Monitoring and Responding

Social Profiles

Map the relationships between members

Community

Community

…Mobile and more!

• 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: [email protected]

• Website: www.avectra.com

• Twitter: @maddiegrant

• Email: [email protected]

• Website: www.socialfish.org

http://www.avectra.com/

http://www.socialfish.org/

Date post:	21-Oct-2014
Category:	Technology
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