General Principles of Intellectual Property: Concepts of Intellectual Proper...
Volunteer Training Columbia B-School Alumni of MetroDC: Salesforce.com for Alumni Club Management
1. CLOUD MANGEMENT OF ALUMNI
CLUBS SERIES
SALESFORCE.COM ECOSYSTEM
Understanding & Using:
Accounts/Organizations, Contacts, Affiliations
2. CONVENTIONS
Salesforce.com “Object Types” such as CONTACT, ACCOUNT,
ORGANIZATION, AFFILIATION will be presented in all-caps to
confirm their usage in a given sentence as referring to the
database-aspect of the word
Such Object Types correspond closely (but not perfectly)with the
navigation tabs in Salesforce.com
“Not perfectly” because tabs can be given a display alias that is
shorthand & human-centric
Example: ACCOUNT is the Object Type and ORGANIZATION is the
tab alias for ACCOUNT
3. BUSINESS NEEDS MET – WITH
VARIATIONS IN TASK AND TYPE
We use Salesforce.com to keep track of many kinds of alumni data
Biographical Data tends to be non-dynamic
Name; DoB; School Year
Note: Household data is on occasion dynamic
Employer and career data is more dynamic, and so we have
automated LinkedIn feeds
Club-Alumni interactions, both outreach/marketing and event
participation
5. KEY TABS FOR ALUMNI VOLUNTEERS
Contacts
Organizations
6. ETYMOLOGY: USUALLY INSIGHTFUL
Salesforce.com – the very name belies its origins in sales &
pipeline management.
Whereas an alumni club is most interested in people,
sales/pipeline management is most interested in accounts
Thus, Salesforce.com structures itself around ACCOUNTS
As an alumni club, we’re not really worried about “leads” – which
makes skipping the lead to contact conversion process permissible
7. HIERARCHIES & RELATIONSHIPS
AMONG KEY OBJECT TYPES
Centered on ACCOUNTS with CONTACTS
ORGANIZATION records and CONTACT records are hierarchically related in a
ONE-to-MANY relationship (respective to the phrasing of this bullet, not the
salesfore header tab image above)
An ORGANIZATION can exist without a CONTACT (if not very usefully) BUT (for
our purposes) a CONTACT cannot exist without an ORGANIZATION
Affiliations represent time-bounded relationships among, say, an Alum and an
Employer
As Affiliations do not have meaning externally to an alum and/or an employer,
there is no tab-level navigation to them
They must be accessed within the specific record
8. CBS ALUMNI INSTANCE OF
SALESFORCE: AN ANALOGY
Use an ACCOUNT Record with Naming Convention to Represent the
Alum
MBA’97: Kowitt, Darren
EMBA’08: Panos, Nicholas
And create a CONTACT record on that Account for the Alum
This initially counterintuitive approach yields benefits longer term as
intimacy grows with some alums and we would want to mange
HOUSEHOLDS
Simply add a spousal contact to the Alum account – and you’ve got a
nice parallel to the Alum Household’s relationship to the school
9. WHAT IT LOOKS LIKE
Clicking on Darren
ACCOUNT RECORD VIEW
CONTACT RECORD VIEW
10. AFFILIATIONS ARE QUITE SIMPLE: 6 KEY
FIELDS
Employer
Alum
Role
Dates (where known)
Status
Email & phone have been
superseded by LinkedIn
integration
11. TYING IT ALL TOGETHER:
ADDING AN ALUM MANUALLY
Typical example is an alum relocating to DC
who uses the website form to notify us
12. AN INVENTORY OF KEY TASKS WITH ADOBE
CAPITVATE TRAINING MATERIALS IN UNDER
DEVELOPMENT
Adding alumni manually
Sending a Vertical response email
Sending a SendGrid email
Data Hygiene Tasks
Google Apps & Volunteer Collaboration & Project Management
Web-presence: Wordpress, LinkedIn, Facebook
This document was prepared for Columbia Business
School Alumni of MetroDC by Succellerator SaaS