Social CRM Use Cases for Membership Orgs
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SOCIAL CRM USE CASES
#AUDC12
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11/04/2023 Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org
socialfish.org/whitepaper
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TODAY’S SESSION
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What Social CRM isWhy Social CRM matters
Social CRM in actionWhere to start
Q & A
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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.
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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.
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TRANSLATION?
Philosophy & business strategy
Technology platform
Stakeholder Engagement
Member Value
Processes & workflow
Trust & Transparency
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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
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Supported by technology…
Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org
AMS Social discovery
Member
Communities
Social m
edia
monitorin
g SMMS
Marketing EnterpriseCMS
SSO
Platform
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AMS
MySEMA
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SOCIALFISH DEFINITION
“The discipline of applying social media data to membership management.”
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SOCIAL MEDIA =
Social sites +Social concepts
InfluenceEngagement
Nodes and Networks
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MEMBER MANAGEMENT =
Members +Community
ProspectsInfluencers
Past members
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Questions so far?
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TODAY’S SESSION
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What Social CRM isWhy Social CRM matters
Social CRM in actionWhere to start
Q & A
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Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org
Social CRM ROI
Cost Benefit
Make more money
Reduce man hours
Reduce spending
Technology investment
Man hours
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TODAY’S SESSION
#AUDC1
2
What Social CRM isWhy Social CRM matters
Social CRM in actionWhere to start
Q & A
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USE CASES
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Applying social media to business challenges.
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11/04/2023 © 2011, SocialFish | http://www.socialfish.org
Member Management challenges
Recruit Retain Serve Reach
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RECRUITMENTCHALLENGE
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How do we target our membership campaigns more effectively?
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11/04/2023 Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org
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11/04/2023 © 2011, SocialFish | http://www.socialfish.org
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
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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?
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11/04/2023 Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org
Influence scoring
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11/04/2023 © 2011, SocialFish | http://www.socialfish.org
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.
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11/04/2023 Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org
http://thinktank.socialfish.org
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RETENTIONCHALLENGE
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A long time member is not responding to our renewal
notices. Did he just disappear?
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11/04/2023 Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org
Individual Profiles
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RETENTIONCHALLENGE
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How do we connect with more than just the primary and secondary contacts in our member organizations?
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11/04/2023 Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org
Company Profiles
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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?
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11/04/2023 Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org
Warning signs
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11/04/2023 Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org
Engagement Scoring
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11/04/2023 © 2011, SocialFish | http://www.socialfish.org
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
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11/04/2023 Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org
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11/04/2023 © 2011, SocialFish | http://www.socialfish.org
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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#AUDC1
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Questions?
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TODAY’S SESSION
#AUDC1
2
What Social CRM isWhy Social CRM matters
Social CRM in actionWhere to start
Q & A
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Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org
WHERE TO START?
1. Start mapping your social media data to your AMS data.
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Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org
WHERE TO START?
2. Start changing the conversation – from social media (Facebook, LinkedIn,
Twitter) to Social CRM (social data applied to membership management)
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Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org
3. Look for the pain points, problems or challenges in your membership
management.
WHERE TO START?
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Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org
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
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Originally posted in the SocialFish Think Tank. http://thinktank.socialfish.org
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.
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THANK YOU
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