Identifying Advocates

@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.

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


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


Considering AdvocacyConsidering Advocacy

• Two types of advocacy

— Active advocacy

— Passive advocacy

• Both can be managed through your database or MRM


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


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


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



There are typically 5 types of

Constituent


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


2. One Man Bands2. One Man Bands

Constituents who make limited use of their membership or other relationship, but only when prompted

GO!


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


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.


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



These 5 types of Constituent

need to be identified


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’?


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’?


The Classic Strategic CircleThe Classic Strategic Circle

RESPONSE

ANALYSE RESPONSE

TUNE STRATEGY

DATABASEDATABASE

COMMUNICATION


The New Strategic CircleThe New Strategic Circle

CONTROLLEDRESPONSE

INTERPRET, ANALYSE

AUTOMATION

DATABASEDATABASE

BROAD RANGE OFCOMMUNICATIONMEDIA

UNCONTROLLEDRESPONSE, NEW DATA, INTELLIGENCE, SOCIAL


BehaviourLongevity Queries

ResponsesContributionsComplaints

Profile

DemographicsCareer

Interests

Personal

Psychographics

AttitudesAspirationsPreferences

Retention AcquisitionCloning

Advocates


DemographicsDemographics

Age Gender Education Income Geography Job

Personal membersPersonal members


BehaviourBehaviour


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?



Although demographically they may appear to share a similar profile, we see that they behave differently


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


How do you add the psychographic How do you add the psychographic dimension to your database?dimension to your database?


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


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



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



YourData


Identify any requirement for enhancement & enrichment…

Demographics

Interests

Business qualification

ExternalQualification(Demographics &Classifications)


YourData

ExternalQualification


(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 ProcessTargetedResearch

YourData


(Attitudes & Aspirations)



Bespoke research

Often several variations on the survey to target the golden questions



YourData





Match survey outcome back to database



YourData





Re-run the mining


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


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


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


Thank YouThank You

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Identifying Advocates

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