Identifying Advocates from Your Membership Database

Identifying Advocates

How to use your database
to identify and manage advocates

An Approach for Membership Organisations

Michael Collins BA (Hons), DipM, MCIM, FIDM

Managing Consultant - Database Marketing Counsel
Visiting University Lecturer in Database Marketing & CRM
@dmcounsel Database Marketing Counsel © Michael Collins 2001-12. All rights reserved.

Considering 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 Advocacy
• Two types of advocacy

— Active advocacy
— Passive advocacy
• Both can be managed through your database or
MRM


Active 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 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 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


Application of Data

There are typically 5 types of
Constituent


1. 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 Bands

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


3. The would-be silent majority

Whilst aware of the
benefits, they need a
unifying effort to bring
them about


4. 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.........

These members milk the
membership for all it's
worth often to deliver
status or feed their own
aspirations…but can be
valuable advocates


Application of Data

These 5 types of Constituent
need to be identified


What’s the benefit of
applying research to the database?

How do you understand your members?
How can you identify ‘advocates’?


The Classic Strategic Circle

COMMUNICATIO
N
TUNE STRATEGY

DATABASE
RESPONSE

ANALYSE
RESPONSE


The New Strategic Circle
BROAD RANGE OF
COMMUNICATION
MEDIA

AUTOMATION

DATABASE CONTROLLED
RESPONSE

INTERPRET,
ANALYSE
UNCONTROLLED
RESPONSE, NEW DATA,
INTELLIGENCE, SOCIAL

Behaviour Profile Personal
Longevity
Queries Demographics Psychographics
Responses Career Attitudes
Contributions Interests Aspirations
Complaints Preferences

Advocates

Retention Cloning Acquisition

Personal members
Demographics

Age Gender Education Income Geography Job


Personal members
Behaviour

Aged 35-40,
Manager, Earns Aged 25, IT manager, Male, Small Business
£50k+, Male, Graduate trainee Aged 40, married, Owner,
Married, a within a member customer for over employs specialist
member for 15 company. Why is 10 years …Why staff
years …. Has she not referring does he …. But why does
introduced 10 any of her recommend our he not take out a
new members course-mates? training but has corporate
and runs events never become a membership and
in his workplace member? offer the benefits
to the workforce?

Personal members

Although demographically they may appear to share

a similar profile, we see that they behave differently


Personal members
Psychographics – the missing element

Attitudes
Aspirations
Self-view
Value of Membership
How they see the Organisation

Determined from research

How do you add the psychographic
dimension to your database?


How do you add the psychographic
dimension to your database?

By fusing research data with your
membership data


The Data Fusion Process

EVENTS
BRING ALL DATA MEMBERS
INTO ONE STUDENTS
PLACE…. CREATE
AN ANALYSIS CUSTOMERS
UNIVERSE OR A WEB/SOCIAL
DATA MART
TRANSACTIONS
TRANSACTIONS


Review your data
Names
Identify and fix data quality issues Addresses
Postcodes
Source
Your Membership history
Data Campaign history
Response history
(Members, Purchase history
customers &
Transactions) Enquiries
Complaints
Referrals
Acquired data

Identify any requirement for Demographics
Interests
enhancement & enrichment…
Business qualification

Your
Data

(Members,
customers & External
Transactions)
Qualification
(Demographics &
Classifications)


Mine your data and create your Define the differences in
behaviour between the
‘communities’ communities and determine your
“GOLDEN QUESTIONS” to
drive research

Your
Data

(Members,
Transactions)
Qualification
(Demographics &
Classifications)


Targeted
Often several
Bespoke Research variations on
the survey to
research (Attitudes & target the
Aspirations) golden
questions

Your
Data

(Members,
Transactions)
Qualification
(Demographics &
Classifications)


Targeted
Match survey
Research
outcome back to (Attitudes &
database Aspirations)

Your
Data

(Members,
Transactions)
Qualification
(Demographics &
Classifications)


Targeted
Re-run the mining
Research
(Attitudes &
Aspirations)

Your
Data

(Members,
Transactions)
Qualification
(Demographics &
Classifications)


Psychographics
Adding 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?
• 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 level
Include them as the first wave for any viral marketing activity


Who are potential passive advocates?

• Invoke a process of ‘cloning’ – clone the best
members and most profitable customers – DM’ers
did it before Dolly the Sheep

• They will act as advocates without being aware
of it!

Thank You

www.dmcounsel.co.uk


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