social crm use cases for membership orgs

SOCIAL CRM USE CASES

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11/04/2023 Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org

socialfish.org/whitepaper

TODAY’S SESSION

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What Social CRM isWhy Social CRM matters

Social CRM in actionWhere to start

Q & A

MYTHS ABOUT SOCIAL CRM

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• That it’s something you buy.• That you can get to ROI

without it.• That one department can own

it.

SO WHAT IS SOCIAL CRM?

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GREENBERG’SDEFINITION

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A philosophy and a business strategy, supported by a technology platform,

business rules, workflow, processes, and social characteristics, designed to engage

the customer in a collaborative 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.

TRANSLATION?

Philosophy & business strategy

Technology platform

Stakeholder Engagement

Member Value

Processes & workflow

Trust & Transparency

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

Workflow and processes…

Monitoring and responding

Social profile mapping

Outreach and lead generation

Community management

Supported by technology…


AMS Social discovery

Member

Communities

Email

Social m

edia

monitorin

g SMMS

Marketing EnterpriseCMS

SSO

Platform

AMS

MySEMA

SOCIALFISH DEFINITION

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

SOCIAL MEDIA =

Social sites +Social concepts

InfluenceEngagement

Nodes and Networks

MEMBER MANAGEMENT =

Members +Community

ProspectsInfluencers

Past members

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Questions so far?

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Q & A


Social CRM ROI

Cost Benefit

Make more money

Reduce man hours

Reduce spending

Technology investment

Man hours

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Q & A

USE CASES

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Applying social media to business challenges.

11/04/2023 © 2011, SocialFish | http://www.socialfish.org

Member Management challenges

Recruit Retain Serve Reach

RECRUITMENTCHALLENGE

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How do we target our membership campaigns more effectively?


Use Case #1recruit members

Task: Identify member prospects who engage on social media,

and convert them to members.

Low-hanging fruit: new requests to join your LinkedIn

group

Tools: AMS Level: basic

ROI: low-cost, high-quality

leads

Needed:• Time• Access to

the AMS• Field for

LinkedIn profile URL

• Offer copy• Tracking

URL

RECRUITMENTCHALLENGE

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How do we know who’s influencing our members online?

And how do we get influencers to help us recruit new members?


Influence scoring


Use Case #2retain members

Task: Improve member engagement around the most valuable online content.

Low-hanging fruit: Existing webinar content that is

currently hidden in archives.

Tools: community

platform

Level: advanced

ROI: reduce costs for

creating new content by surfacing existing

content.

Needed:• Great

webinar content

• Great design & UX

• Metrics for sign-in, views, and renewal.


http://thinktank.socialfish.org

RETENTIONCHALLENGE

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A long time member is not responding to our renewal

notices. Did he just disappear?


Individual Profiles

RETENTIONCHALLENGE

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How do we connect with more than just the primary and secondary contacts in our member organizations?


Company Profiles

RETENTIONCHALLENGE

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How do we find members who are at-risk of dropping

because they are not engaging with us or other

members?


Warning signs


Engagement Scoring


Use Case #3serve members

Task: Respond quickly to customer service inquiries that begin online.

Low-hanging fruit: Searches with few results and conversations on

FB, T, LI.

Tools: community

platform, SMMS

Level: Intermediate

ROI: answer more

questions, improve

response time, and reduce man hours

Needed:• Online FAQs

that are public and search-able.

• Access and posting privileges to SM pages.

• Metrics for search, views, and response tracking


Use Case #4outreach

Task: Improve slumping conference registration numbers by promoting the conference outside the membership.

Low-hanging fruit: Colleagues of members with lots of

followers.

Tools: SMMS Level: Intermediate

ROI: more registrations,

especially from first-

time attendees.

Needed:• Landing

page with great UX & form design

• Followers on FB, T, LI

• Discount code tracking

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Questions?

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Q & A


WHERE TO START?

1. Start mapping your social media data to your AMS data.


WHERE TO START?

2. Start changing the conversation – from social media (Facebook, LinkedIn,

Twitter) to Social CRM (social data applied to membership management)


3. Look for the pain points, problems or challenges in your membership

management.

WHERE TO START?


IDENTIFY, THEN PRIORITIZE

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


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.

GET IN TOUCHCONTACT US

www.Avectra.com

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Maddie Grant, CAE

@[email protected]

Lindy Dreyer @[email protected]

http://www.linkedin.com/in/maddiegrant

http://www.linkedin.com/in/lindydreyer

THANK YOU

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