Social media certainly provides powerful opportunities to send member engagement soaring, thanks to the natural connections that arise from posting, sharing, linking and “liking.” But in order to best take advantage of these new ways to develop a two-way dialogue with your members and boost their loyalty to the organization, you’ll need to develop a strong, clear strategy to navigate this new social universe.

2. Your Control Panel:
ü Ask questions
ü Chat with attendees
ü Audio controls
Having Trouble? Type
ques)on
here
http://dg-r.co/webinar_support

3. Today’s
Speakers
Maddie
Grant
Chief
Social
Media
Strategist
SocialFish
Moderator:
Ben
Mar1n
Amanda
Ba1sta
Product
&
Community
Manager
Managing
Editor
Avectra
DemandGen
Report

4. About DemandGen Report
- Launched in 2007 to track
best practices in lead
generation
- Newsletter has grown to
more than 26,000 readers
- We also offer a menu of
research and best practices
reports
- New audio/video podcasts @DG_Report
at DemandGenReport.com linkd.in/DG_Specialists

5. Today’s
Session
• What
is
Social
CRM
for
Associa)ons
• Social
CRM
in
ac1on—Rewrite
the
Rules
• Why
Social
CRM
maAers
• Where
to
start
• Q
&
A

6. Myths
About
Social
CRM
• You
can
BUY
it
• You
can
get
to
ROI
without
it
• One
department
can
own
it

7. Survey
Ques1on
#1
If
your
organiza1on
has
Facebook,
TwiAer
or
a
LinkedIn
page,
do
you
think
it
has
a
Social
CRM
strategy?
• Yes
• No
• Not
sure
• What
is
Social
CRM?

8. What
is
Social
CRM?
Full
Defini)on
of
Social
CRM
A
philosophy
and
a
business
strategy,
supported
by
a
technology
plaTorm,
business
rules,
workflow,
processes,
and
social
characteris1cs,
designed
to
engage
the
customer
in
a
collabora1ve
conversa1on
in
order
to
provide
mutually
beneficial
value
in
a
trusted
and
transparent
business
environment.
It’s
the
company’s
[programma1c]
response
to
the
customer’s
ownership
of
the
conversa1on.
Paul
Greenberg,
“Time
to
Put
A
Stake
in
The
Ground
on
Social
CRM,”
ZDNet,
July
6,
2009

9. What
is
Social
CRM?
STRATEGY + DISCIPLINE
“The
goal
is
not
to
be
good
at
social
media,
but
to
be
good
at
business
because
of
social
media.”
Jay
Baer,
“Clowns,
Charlatans,
and
Social
Media
Name
Calling,”
Convince
&
Convert,
June
6,
2011

10. What
is
Social
CRM?
Simple
Defini)on
of
Social
CRM
for
Associa)ons
The
discipline
of
applying
social
media
data
to
membership
management.

11. The
Process
Monitoring
and
Social
profile
responding
mapping
Outreach
and
Community
lead
genera)on
management

12. The Technologies
AMS
r
mbe es
Me ni)
Soci
u disco al
omm very
C
CMS
SSO
Pla Torm Email

13. Today’s
Session
• What
is
Social
CRM
• Social
CRM
in
ac)on—The
Use
Cases
• Why
Social
CRM
maAers
• Where
to
start
• Q
&
A

14. 5
WAYS
ASSOCIATIONS
CAN
LEVERAGE
SOCIAL
CRM
TO
DRIVE
INTERACTION
&
RELEVANCE

15. #1
Manage
the
Membership
Lifecycle
Iden1fy
member
prospects
who
engage
on
social
media,
and
convert
them
to
members.

16. #1
Manage
the
Membership
Lifecycle
• Manage
a
members
only
group
on
LinkedIn
• Add
social
info
to
AMS
record
when
members
join
• Use
join
requests
from
non-­‐
members
to
build
prospect
list
• Track
conversions

17. #1
Manage
the
Membership
Lifecycle
• Social
discovery
finds
non-­‐
members
using
keywords
on
TwiAer
• Build
Prospect
List
• Create
Content
and
require
contact
info
for
download
• Use
SMMS
to
share
link
to
content
• Conversion

18. #2
Membership
Reten)on
Improve
member
engagement
around
the
most
valuable
online
content.

19. #2
Membership
Reten1on
• Follow
LinkedIn
pages
for
top
members
to
track
changes
• Connect
with
new
faces
in
the
crowd
• Use
SMMS
to
connect
with
top-­‐
level
members
about
membership,
and
connec1ons.
• Build
new
networks
and
strengthen
old
ones
within
the
membership

20. #2
Membership
Reten1on
• Set
demographics
within
Social
Site
to
determine
new
members
• Drive
connec1ons/matches
based
on
both
ORG/IND
info
• Staff
engagement
of
members
with
no
“contacts”

21. #3
Member
Services
Challenges
How
might
your
associa1on
apply
Social
CRM
to
be
more
responsive
to
member
ques1ons
and
feedback?

22. #3
Member
Services
Challenges
• Create
an
online
dynamic
member
services
center
• Monitor
social
streams
for
key
issues
and
offer
solu1ons
to
members
• Monitor
influencers
• Create
private
group
within
community

23. #3
Member
Services
Challenges
• Build
a
comprehensive
career
development
campaign
• Promote
resources
such
as
job
boards,
webinars
and
training
• Online
job
fair
• Update
membership
database
when
member’s
job
change

24. #4
Outreach
Challenges
Apply
Social
CRM
to
build
rela1onships
with
individuals
who
are
not
yet
members,
and
may
never
be.

25. #4
Outreach
Challenges
• Advocacy
• Monitor
&
reach
out
to
influencers
• Ini1ate
outbound
emails/direct
mail

26. #4
Outreach
Challenges
• Monitoring
themes
with
influences
and
members
• Iden1fy
trending
topics
• Outreach
to
encourage
engagement
and
knowledge
sharing

27. Today’s
Session
• What
is
Social
CRM
• Social
CRM
in
ac1on—The
Use
Cases
• Why
Social
CRM
maSers
• Where
to
start
• Q
&
A

28. Social
CRM
ROI
Cost
Benefit
Reduce
spending
Man
hours
Reduce
man
hours
Technology
investment
Make
more
money

29. Why
Are
We
Doing
This?
• More
than
just
Life1me
Value
or
Engagement
Score
• Track
sen1ment,
track
relevance
• Data
must
be
data
ac1onable
and
automated

30. #5
The
ROI—You
Define
• Gain clearer
understandings
of the needs of
your
membership
• Acquire the
ability to
automatically
react to
individual
needs of each
member

31. #5
The
Data
is
Ac1onable
§ Reward engaged
members
§ Rescue/Reconnect
with less-engaged,
potentially at-risk
members

32. Survey
Ques1on
#2
Considering
the
5
ways
Associa1ons
can
leverage
Social
CRM,
which
would
be
the
most
beneficial
to
your
organiza1on?
• #1
Iden1fy
prospects
who
engage
on
social
media
and
convert
them
to
members?
• #2
Improve
member
reten1on
• #3
Be
more
responsive
to
member
ques1ons
and
feedback
(Member
Support)
• #4
Build
rela1onships
with
individuals
who
are
not
yet
members
(outreach)
• #5
Combine
social
data
with
historical
member
data
for
deeper
insight
into
what
is
work
or
not
(ROI)

33. Today’s
Session
• What
is
Social
CRM
• Social
CRM
in
ac1on
• Why
Social
CRM
maAers
• Where
to
start
• Q
&
A

34. Where
to
Start?
1.
Start
mapping
your
social
media
data
to
your
AMS
data.

35. Where
to
Start?
2.
Start
changing
the
conversa1on
–
from
social
media
(Facebook,
LinkedIn,
TwiAer)
to
Social
CRM
(social
data
applied
to
membership
management)

36. Where
to
Start?
3.
Look
for
the
pain
points,
problems
or
challenges
in
your
membership
management.

37. Build-­‐A-­‐Use-­‐Case
for
Your
Associa1on
Recruit
Retain
Serve
Reach
What should we build

38. Takeaways:
• Social
CRM
is
DYNAMIC.
The
technology
to
support
it
needs
to
be
equally
so.
• In
the
best
scenario,
technology
is
INVISIBLE,
playing
a
suppor1ng
role.
• Social
CRM
is
100%
possible
with
available
technology
and
a
liAle
imagina1on,
provided
the
COMMITMENT
is
there,
top
to
boAom.

39. Survey
Ques1on
#3
I
think
implemen1ng
a
Social
CRM
strategy
will
contribute
to
my
organiza1on’s
success:
• Strongly
Agree
• Agree
• Neither
Agree
or
Disagree

40. Interested in more?
socialfish.org/whitepaper

41. Your Control Panel:
ü Ask questions
ü Chat with attendees
ü Audio controls
Having Trouble? Type
ques)on
here
http://dg-r.co/webinar_support

42. Today’s
Session
• What
is
Social
CRM
• Why
Social
CRM
maAers
• Social
CRM
in
ac1on
• Where
to
start
• Q
&
A

43. Contact Information
Maddie Grant, CAE Ben Martin, CAE
SocialFish
Avectra
@maddiegrant
@bkmcae
maddie@socialfish.org
bmar1n@avectra.com
www.socialfish.org
www.avectra.com

44. Download
The
E-­‐book!
Rewri)ng
The
Rules
Of
Member
Engagement
5
Ways
AssociaLons
Can
Leverage
social
CRM
To
Drive
InteracLon
&
Relevance
Download
Here
-­‐
>
hAp://dg-­‐r.co/avectra_social_eb