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Social CRM Use Cases for Membership Orgs

Social CRM Use Cases for Membership Orgs

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Social CRM Use Cases for Membership Orgs

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  1. Social CRM Use Cases for Membership Orgs SOCIAL CRM USE CASES #AUDC12

  2. socialfish.org/whitepaper Originally posted in the SocialFish Think3/1/2012 Tank. http://thinktank.socialfish.org socialfish.org/whitepaper Originally posted in the SocialFish Think3/1/2012 Tank. http://thinktank.socialfish.org

  3. TODAY’SSESSION What Social CRM is Why Social CRM matters Social CRM in action Where to start Q&A #AUDC12 TODAY’SSESSION What Social CRM is Why Social CRM matters Social CRM in action Where to start Q&A #AUDC12

  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 MYTHS ABOUTSOCIAL CRM • That it’s something you buy.• That you can get to ROI without it. • That one department can own it. #AUDC12

  5. SO WHAT ISSOCIAL CRM? #AUDC12

  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 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. TRANSLATION?Philosophy & business strategy Processes Technology platform & workflowStakeholder Member Trust &Engagement Value Transparency TRANSLATION?Philosophy & business strategy Processes Technology platform & workflowStakeholder Member Trust &Engagement Value Transparency

  8. Workflow and processes…Monitoring and Social profile responding mapping Outreach and Communitylead generation management Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org Workflow and processes…Monitoring and Social profile responding mapping Outreach and Communitylead generation management Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org

  9. Supported by technology… AMS Email Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org Supported by technology… AMS Email Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org

  10. . SOCIALFISH DEFINITION “The discipline of applying social media data to membership management.”

  11. . SOCIAL MEDIA =Social sites +Social concepts Influence Engagement Nodes and Networks

  12. . MEMBER MANAGEMENT = Members + Community Prospects Influencers Past members

  13. . Questions so far? #AUDC12

  14. . TODAY’SSESSION What Social CRM is Why Social CRM matters Social CRM in action Where to start Q&A #AUDC12

  15. . Social CRM ROICost Benefit Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org

  16. . TODAY’SSESSION What Social CRM is Why Social CRM matters Social CRM in action Where to start Q&A #AUDC12

  17. . USE CASESApplying social media to business challenges. #AUDC12

  18. . Member Management challenges Recruit Retain Serve Reach © 2011, SocialFish |3/1/2012 http://www.socialfish.org

  19. . RECRUITMENTCHALLENGEHow do we target our membership campaigns more effectively? #AUDC12

  20. . Originally posted in the SocialFish Think3/1/2012 Tank. http://thinktank.socialfish.org

  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 http://www.socialfish.org

  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. . Influence scoring Originally posted in the SocialFish Think3/1/2012 Tank. http://thinktank.socialfish.org

  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 http://www.socialfish.org

  25. . http://thinktank.socialfish.org Originally posted in the SocialFish Think3/1/2012 Tank. http://thinktank.socialfish.org

  26. . RETENTIONCHALLENGE A long time member is notresponding to our renewal notices. Did he just disappear? #AUDC12

  27. . Individual Profiles Originally posted in the SocialFish Think3/1/2012 Tank. http://thinktank.socialfish.org

  28. . RETENTIONCHALLENGEHow do we connect with more than just the primary and secondary contacts in our member organizations? #AUDC12

  29. . Company Profiles Originally posted in the SocialFish Think3/1/2012 Tank. http://thinktank.socialfish.org

  30. . RETENTIONCHALLENGE How do we find members who areat-risk of dropping because they are not engaging with us or other members? #AUDC12

  31. . Warning signs Originally posted in the SocialFish Think3/1/2012 Tank. http://thinktank.socialfish.org

  32. . Engagement Scoring Originally posted in the SocialFish Think3/1/2012 Tank. http://thinktank.socialfish.org

  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 http://www.socialfish.org

  34. . Originally posted in the SocialFish Think3/1/2012 Tank. http://thinktank.socialfish.org

  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 http://www.socialfish.org

  36. . Questions? #AUDC12

  37. . TODAY’SSESSION What Social CRM is Why Social CRM matters Social CRM in action Where to start Q&A #AUDC12

  38. . WHERE TO START?1. Start mapping your social media data to your AMS data. Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org

  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. http://thinktank.socialfish.org

  40. . WHERE TO START? 3. Look for the pain points, problems orchallenges in your membership management. Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org

  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. http://thinktank.socialfish.org

  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. http://thinktank.socialfish.org

  43. . www.Avectra.comGET IN TOUCHCONTACT US Maddie Grant, CAE @maddiegrant maddie@socialfish.org Lindy Dreyer @lindydreyer lindy@socialfish.org #AUDC12

  44. . THANK YOU #AUDC12