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An Approach for Membership Organisations
Identifying Advocates
How to use your database to identify and manage advocates
Michael Collins BA (Hons), DipM, MCIM, FIDMBA (Hons), DipM, MCIM, FIDM
Managing Consultant - Database Marketing CounselVisiting University Lecturer in Database Marketing & CRM
@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
Considering AdvocacyConsidering 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.
Considering AdvocacyConsidering 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.
Active AdvocacyActive 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.
Passive AdvocacyPassive 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.
Application of DataApplication 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.
Application of DataApplication of Data
There are typically 5 types of
Constituent
@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
1. The hangers-on1. 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.
2. One Man Bands2. One Man Bands
Constituents who make limited use of their membership or other relationship, but only when prompted
GO!
@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
3. The would-be silent majority3. 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.
4. The Leaders4. 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.
5. The Manipulators.........5. The Manipulators.........
These members milk the membership for all it's 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.
Application of DataApplication of Data
These 5 types of Constituent
need to be identified
@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
What’s the benefit of What’s the benefit of applying research to the database?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.
What’s the benefit of What’s the benefit of applying research to the database?applying research to the database?
How do you understand your members?How do you understand your members?How can you identify ‘advocates’?How can you identify ‘advocates’?
@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
The Classic Strategic CircleThe Classic Strategic Circle
RESPONSE
ANALYSE RESPONSE
TUNE STRATEGY
DATABASEDATABASE
COMMUNICATION
@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
The New Strategic CircleThe New Strategic Circle
CONTROLLEDRESPONSE
INTERPRET, ANALYSE
AUTOMATION
DATABASEDATABASE
BROAD RANGE OFCOMMUNICATIONMEDIA
UNCONTROLLEDRESPONSE, NEW DATA, INTELLIGENCE, SOCIAL
@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
BehaviourLongevity Queries
ResponsesContributionsComplaints
Profile
DemographicsCareer
Interests
Personal
Psychographics
AttitudesAspirationsPreferences
Retention AcquisitionCloning
Advocates
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DemographicsDemographics
Age Gender Education Income Geography Job
Personal membersPersonal members
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BehaviourBehaviour
Personal membersPersonal members
Aged 35-40, Manager, Earns £50k+, Male, Married, a member for 15 years …. Has introduced 10 new members and runs events in his workplace
Aged 25, Graduate trainee within a member company. Why is she not referring any of her course-mates?
IT manager, Male, Aged 40, married, customer for over 10 years …Why does he recommend our training but has never become a member?
Small Business Owner, employs specialist staff…. But why does he not take out a corporate membership and offer the benefits to the workforce?
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Personal membersPersonal 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.
Personal membersPersonal membersPsychographics – the missing elementPsychographics – the missing element
AttitudesAttitudesAspirationsAspirations
Self-viewSelf-viewValue of MembershipValue of Membership
How they see the OrganisationHow they see the Organisation
Determined from research
@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
How do you add the psychographic How do you add the psychographic dimension to your database?dimension to your database?
@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
How do you add the psychographic How do you add the psychographic dimension to your database?dimension to your database?
By fusing research data with your By fusing research data with your membership datamembership data
@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
The Data Fusion ProcessThe Data Fusion Process
BRING ALL DATA INTO ONE PLACE…. CREATE AN ANALYSIS UNIVERSE OR A DATA MART
MEMBERS
EVENTS
STUDENTS
CUSTOMERS
TRANSACTIONSTRANSACTIONS
WEB/SOCIAL
@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
The Data Fusion ProcessThe Data Fusion Process
YourData
(Members, customers & Transactions)
Review your dataIdentify and fix data quality issues
Names
Addresses
Postcodes
Source
Membership history
Campaign history
Response history
Purchase history
Enquiries
Complaints
Referrals
Acquired data
@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
The Data Fusion ProcessThe Data Fusion Process
YourData
(Members, customers & Transactions)
Identify any requirement for enhancement & enrichment…
Demographics
Interests
Business qualification
ExternalQualification(Demographics &Classifications)
@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
YourData
ExternalQualification
(Members, customers & Transactions)
(Demographics &Classifications)
Mine your data and create your ‘communities’
Define the differences in behaviour between the communities and determine your “GOLDEN QUESTIONS” to drive research
The Data Fusion ProcessThe Data Fusion Process
@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
The Data Fusion ProcessThe Data Fusion ProcessTargetedResearch
YourData
ExternalQualification
(Attitudes & Aspirations)
(Members, customers & Transactions)
(Demographics &Classifications)
Bespoke research
Often several variations on the survey to target the golden questions
@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
The Data Fusion ProcessThe Data Fusion ProcessTargetedResearch
YourData
ExternalQualification
(Attitudes & Aspirations)
(Members, customers & Transactions)
(Demographics &Classifications)
Match survey outcome back to database
@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
The Data Fusion ProcessThe Data Fusion ProcessTargetedResearch
YourData
ExternalQualification
(Attitudes & Aspirations)
(Members, customers & Transactions)
(Demographics &Classifications)
Re-run the mining
@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
PsychographicsPsychographicsAdding to your database from researchAdding 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.
Who are potential active advocates?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 levelInclude them as the first wave for any viral marketing activity
@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
Who are potential passive advocates?Who are potential passive advocates?
• They will act as advocates without being aware of it!
• Invoke a process of ‘cloning’ – clone the best members and most profitable customers – DM’ers did it before Dolly the Sheep
@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.
Thank YouThank You
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