membership, engagement and the metrics that matter

Membership, Engagement And The Metrics That Ma5er

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#SocialCRM

Welcome Webinar A5endees

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About Demand Gen Report

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Panelists

John Clese Director of Product Marke:ng Avectra

Sarah Palma:er Senior Business Analyst DSK Solu<ons, Inc.

Ma?hew McKenzie Senior Editor Demand Gen Report

Membership, Engagement and the Metrics that Ma?er John Clese Director Of Marke:ng, Not-‐For-‐Profit Avectra [email protected] Sarah Palma:er Senior Business Analyst DSK Solu:ons, Inc. spalma:er@dsksolu:ons.com

What is Engagement?

Engagement is just a bullshit term made up to apply to making people do something in the online (or offline) space. Sixty years ago engaging a customer meant you said, “Hi. Wanna buy some stuff?” They said, “Sure, Whatya got?” Then they bought something…successful engagement!

Jason Falls, Founder & CEO of Social Media Explorer

MYTH: Measuring Engagement isn’t Important

REALITY: It is important. Measuring engagement tells us how valuable our customers are.

MYTH: Successful engagement metrics are the same for everyone.

REALITY: Not True. Successful metrics depends on your goals for engagement.

Successful Engagement: Return on Engagement (RoE) Did you get something from your audience that can make your business be5er? •  Profits. You sold stuff = successful engagement. •  Ideas. You got feedback on your product or service you can use

= successful engagement. •  Referrals and Recommenda<ons. You got customers to tell

other people you’re cool = successful engagement. •  Digital Merit Badges. You got people to link to you, follow you,

Like you, re-‐Tweet you = successful engagement. •  New Members /Donors or Be5er Reten<on Rates. You got

prospec:ve cons:tuents to join or exi:ng members to stay = successful engagement.

Jason Falls, Founder & CEO of Social Media Explorer

While revenue numbers tell us about the health of our business today; the VALUE of our customers tells us about the health of their business tomorrow. -‐Rajat Paharia, Founder and Chief Product Officer of Bunchball

Measure what ma?ers, keep it simple…

The end result is to increase loyalty and profitability of your brand.

Bob Konsewicz, Strategic Consultant, Maritz Loyalty

More Meaningful Metrics Than Just Fans and Followers Top 3 increasing measurements to evaluate a brand’s effec:veness on Social Media Social Presence: number of Followers and Fans -‐96% Traffic To Website – 89%

Social Men<ons across PlaWorms – 84% Share of Social Conversa<on – 66% Social Influence – 63%

The State of Social Media MarkeMng Report Sept. 2012 Awareness Inc.

Engagement Scoring Transac<onal – something given or taken in return for something else (quid pro quo). Behavioral – response to a par:cular situa:on or s:mulus (social ac:ons). Implicit-‐ implied rather than expressly stated. Explicit – fully and clearly expressed or demonstrated; leaving nothing merely implied.

You Need A Social CRM To: Integrate social commentary, ac:on and feedback received from websites & social networking sites with hard (tradi:onal) data. Have a more holis:c rela:onship with your cons:tuents and enhance your understanding of them.

Engagement, and measuring its effec<veness against business objec<ves, is the key founda<on to increasing membership, building loyalty and driving revenue.

A Case Study in Scoring

What is the A-‐ Score™

•  A numeric engagement score from 1-‐100.

•  Individuals and organiza:ons. •  Each associa:on can set it up and score ac:vi:es their own way. •  Comprised of composite scales (e.g. Events, Membership, Community, Fundraising, etc.).

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•  Size up a customer at a glance with one number.

•  Iden:fy up-‐and-‐coming members and volunteer leaders.

•  Intervene with declining members before they leave.

•  Grassroots – iden:fy influen:al people with high scores in a Congressional district to lobby an undecided Member of Congress on your issue.

•  Examine contrasts as opportuni:es:

–  People who shop but don’t join –  People who a?end events but aren’t on commi?ees

–  People who are social but don’t donate. •  Pricing incen:ves for high scorers.

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What Do You Do With the A-‐Score™ and Engagement Scoring?

Case Study: ACEC •  American Council of Engineering Companies

–  Membership is primarily organiza:on based. –  Upgrading to netFORUM 2011 in order to take advantage of A-‐Score™

func:onality.

“The main benefit for ACEC comes in the differen:a:on between individuals and organiza:ons. As a trade associa:on, organiza:on scoring and data is a great tool to evaluate high-‐level efforts, but products and services are sold to individuals. By allowing us to structure the scoring for both categories, we get the more sophis:cated company insights, which we can apply to the on-‐the-‐ground marke:ng efforts, bolstering individual par:cipa:on with us. A-‐Score™ also represents a huge <me savings for me, as I no longer have to run 4-‐6 different queries and reports to get a full picture of our members par<cipa<on over <me.” -‐ Nina Goldman, Director of Sales & Member Organiza:on Services, ACEC

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The Game Plan

1.  Discovery sessions with ACEC to discuss possible ac:ons to score.

2.  Proof of concept – create ac:ons on DSK site.

3.  Complete setup on upgraded ACEC test site. 4.  Run backfill process on ACEC test site. 5.  Review ini:al results with ACEC. 6.  Adjust scoring weights as needed.

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Discovery Sessions

•  Ini:al sessions included only DSK & Nina Goldman (Director of Sales & Member Organiza:on Services at ACEC).

•  Outcome: Top 10 list of ac:ons for both Individuals and Organiza:ons.

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Metrics That Ma5er for Organiza<ons

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Top 10 Ac:ons for Individuals •  Individual membership. •  Representa:ve of coali:on membership. •  PAC dona:on. •  Bookstore purchase (merchandise, subscrip:ons, publica:ons). •  Event registra:on. •  Commi?ee par:cipa:on. •  Award entry primary contact. •  Speaker at an event. •  Customer inquiries (contact requests). •  Update of profile online.

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Top 10 Ac:ons for Organiza:ons •  Coali:on Membership •  Regular Membership •  PAC Dona:on •  Bookstore Purchase (merchandise, subscrip:ons, publica:ons) •  Award Candidate •  Customer Inquiries (Contact Requests “on behalf of”) •  Exhibit Booth Purchase •  Adver:sement •  Online “Cer:fica:on” (specific Organiza:on data fields updated annually) •  Any Update of the Organiza:on’s Profile Online

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Proof of Concept – Tes:ng •  Once setup was complete, tes:ng to ensure that ac:ons were created and

scores awarded was carried out.

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Proof of Concept – Final Results Individual Ac:ons

"   Individual Membership – 30 points "   Representa:ve of Coali:on

Membership "   PAC Dona:on – 10 points "   Bookstore Purchase

"   Merchandise – 2 points "   Subscrip:ons – 5 points "   Publica:ons – 3 points

"   Event Registra:on "   Annual Conven:on – 10 points "   Other Event Types – 8 points

"   Commi?ee Par:cipa:on

"   Chairman – 15 points "   All other Posi:ons – 10 points

"   Award Entry Primary Contact – 5 points

"   Speaker at an Event "   Event Level – 10 points "   Session Level – 5 points

"   Customer Inquiries (Contact Requests) – 5 points

"   Update of Profile Online

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Proof of Concept – Final Results Organiza:on Ac:ons

"   Coali:on Membership – 30 points "   Regular Membership – 30 points "   PAC Dona:on – 10 points "   Bookstore Purchase

"   Merchandise – 2 points "   Subscrip:ons – 5 points "   Publica:ons – 3 points

"   Award Candidate – 15 points

"   Customer Inquiries (Contact

Requests “on behalf of”) – 5 points "   Exhibit Booth Purchase – 20 points "   Adver:sement – 15 points "   Online “Cer:fica:on” (specific

Organiza:on data fields updated annually)

"   Any Update of the Organiza:on’s Profile Online

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Lessons Learned •  Start small – can always add/tweak rules later. •  Backfill takes a long :me! ACEC’s backfill took 2 days to run.

–  Plan to monitor backfill, can restart if it stops for any reason.

•  Tes:ng can be a challenge –  Membership is not real :me; updated by task only. –  Ac:on dates are very important! –  Don’t put all of your tests on one record… recommend crea:ng one

record for each rule you’re tes:ng. –  If ac:ons are appearing but scores are not, run your qualifying query to

see if the ac:on crea:ng records are selected.

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Thoughts from ACEC “With the assistance of DSK staff, a fairly complicated set-‐up has been thoroughly explained and then brainstormed and worked through in a systema:c way. Having the guidance in place to drive the conversa:on with me, as well as to ask tough ques:ons, has been invaluable. So overall, the process for me has been pre?y painless thus far.

What it has done is make us think strategically about our programs and ac<vi<es and what they mean to our membership ac<va<on. As a work in progress, I expect that some adjustments will be made to the scoring criteria as we move forward, but puxng the :me and effort in right now will pay great dividends to us in the way of useful business intelligence.” -‐ Nina Goldman, Director of Sales & Member Organiza:on Services, ACEC

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Develop an engagement strategy.

Define and align your goals with your business objec:ves. Start small.

Ac:vely measure.

Don’t be afraid to adjust.

Final Thoughts

Q&A // Submit Your Ques<ons

Type ques<on here

Q&A // Panelists

John Clese Director of Product Marke:ng Avectra

Sarah Palma:er Senior Business Analyst DSK Solu<ons, Inc.

Ma?hew McKenzie Senior Editor Demand Gen Report

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