In a world where Facebook boasts over one billion members and hundreds of millions of people use Twitter and LinkedIn, association executives must address the changing dynamics of member relationships. More than a technology, Social CRM is a philosophy and business strategy that helps associations work smarter. Social CRM is about getting the entire organization on board with the idea and practice of collecting, analyzing and using social data to engage its members. And more engaged members means a more successful association.

1. Membership,
Engagement
And
The
Metrics
That
Ma5er
#SocialCRM
Presented
by
Sponsored
by

2. Welcome
Webinar
A5endees
Type
ques<on
here

3. Follow
this
webinar
on
Twi5er
#SocialCRM

4. About
Demand
Gen
Report
• Launched
in
2007
to
track
best
prac:ces
in
lead
genera:on
• Newsle?er
has
grown
to
more
than
26,000
readers
• We
also
offer
a
menu
of
research
and
best
prac:ces
reports
• New
audio/video
podcasts
at
DemandGenReport.com
@DG_Report
http://linkd.in/DG_Specialists

5. Panelists
John
Clese
Director
of
Product
Marke:ng
Avectra
Ma?hew
McKenzie
Senior
Editor
Sarah
Palma:er
Demand
Gen
Report
Senior
Business
Analyst
DSK
Solu<ons,
Inc.

6. Membership,
Engagement
and
the
Metrics
that
Ma?er
John
Clese
Director
Of
Marke:ng,
Not-­‐For-­‐Profit
Avectra
Jclese@Avectra.com
Sarah
Palma:er
Senior
Business
Analyst
DSK
Solu:ons,
Inc.
spalma:er@dsksolu:ons.com

7.
What
is
Engagement?

8. Engagement
is
just
a
bullshit
term
made
up
to
apply
to
making
people
do
something
in
the
online
(or
offline)
space.
Sixty
years
ago
engaging
a
customer
meant
you
said,
“Hi.
Wanna
buy
some
stuff?”
They
said,
“Sure,
Whatya
got?”
Then
they
bought
something…successful
engagement!
Jason
Falls,
Founder
&
CEO
of
Social
Media
Explorer

9. MYTH:
Measuring
Engagement
isn’t
Important

10. REALITY:
It
is
important.
Measuring
engagement
tells
us
how
valuable
our
customers
are.

11. MYTH:
Successful
engagement
metrics
are
the
same
for
everyone.

12. REALITY:
Not
True.
Successful
metrics
depends
on
your
goals
for
engagement.

13. Successful
Engagement:
Return
on
Engagement
(RoE)
Did
you
get
something
from
your
audience
that
can
make
your
business
be5er?
• Profits.
You
sold
stuff
=
successful
engagement.
• Ideas.
You
got
feedback
on
your
product
or
service
you
can
use
=
successful
engagement.
• Referrals
and
Recommenda<ons.
You
got
customers
to
tell
other
people
you’re
cool
=
successful
engagement.
• Digital
Merit
Badges.
You
got
people
to
link
to
you,
follow
you,
Like
you,
re-­‐Tweet
you
=
successful
engagement.
• New
Members
/Donors
or
Be5er
Reten<on
Rates.
You
got
prospec:ve
cons:tuents
to
join
or
exi:ng
members
to
stay
=
successful
engagement.
Jason
Falls,
Founder
&
CEO
of
Social
Media
Explorer

14. While
revenue
numbers
tell
us
about
the
health
of
our
business
today;
the
VALUE
of
our
customers
tells
us
about
the
health
of
their
business
tomorrow.
-­‐Rajat
Paharia,
Founder
and
Chief
Product
Officer
of
Bunchball

15. Measure
what
ma?ers,
keep
it
simple…
The
end
result
is
to
increase
loyalty
and
profitability
of
your
brand.
Bob
Konsewicz,
Strategic
Consultant,
Maritz
Loyalty

16. More
Meaningful
Metrics
Than
Just
Fans
and
Followers
Top
3
increasing
measurements
to
evaluate
a
brand’s
effec:veness
on
Social
Media
Social
Presence:
number
of
Followers
and
Fans
-­‐96%
Traffic
To
Website
–
89%
Social
Men<ons
across
PlaWorms
–
84%
Share
of
Social
Conversa<on
–
66%
Social
Influence
–
63%
The
State
of
Social
Media
MarkeMng
Report
Sept.
2012
Awareness
Inc.

17. Engagement
Scoring
Transac<onal
–
something
given
or
taken
in
return
for
something
else
(quid
pro
quo).
Behavioral
–
response
to
a
par:cular
situa:on
or
s:mulus
(social
ac:ons).
Implicit-­‐
implied
rather
than
expressly
stated.
Explicit
–
fully
and
clearly
expressed
or
demonstrated;
leaving
nothing
merely
implied.

18. You
Need
A
Social
CRM
To:
Integrate
social
commentary,
ac:on
and
feedback
received
from
websites
&
social
networking
sites
with
hard
(tradi:onal)
data.
Have
a
more
holis:c
rela:onship
with
your
cons:tuents
and
enhance
your
understanding
of
them.

19. Engagement,
and
measuring
its
effec<veness
against
business
objec<ves,
is
the
key
founda<on
to
increasing
membership,
building
loyalty
and
driving
revenue.

20. A
Case
Study
in
Scoring

21. What
is
the
A-­‐
Score™
• A
numeric
engagement
score
from
1-­‐100.
• Individuals
and
organiza:ons.
• Each
associa:on
can
set
it
up
and
score
ac:vi:es
their
own
way.
• Comprised
of
composite
scales
(e.g.
Events,
Membership,
Community,
Fundraising,
etc.).
#AUDC12

22. What
Do
You
Do
With
the
A-­‐Score™
and
Engagement
Scoring?
• Size
up
a
customer
at
a
glance
with
one
number.
• Iden:fy
up-­‐and-­‐coming
members
and
volunteer
leaders.
• Intervene
with
declining
members
before
they
leave.
• Grassroots
–
iden:fy
influen:al
people
with
high
scores
in
a
Congressional
district
to
lobby
an
undecided
Member
of
Congress
on
your
issue.
• Examine
contrasts
as
opportuni:es:
– People
who
shop
but
don’t
join
– People
who
a?end
events
but
aren’t
on
commi?ees
– People
who
are
social
but
don’t
donate.
• Pricing
incen:ves
for
high
scorers.
#AUDC12

23. Case
Study:
ACEC
• American
Council
of
Engineering
Companies
– Membership
is
primarily
organiza:on
based.
– Upgrading
to
netFORUM
2011
in
order
to
take
advantage
of
A-­‐Score™
func:onality.
“The
main
benefit
for
ACEC
comes
in
the
differen:a:on
between
individuals
and
organiza:ons.
As
a
trade
associa:on,
organiza:on
scoring
and
data
is
a
great
tool
to
evaluate
high-­‐level
efforts,
but
products
and
services
are
sold
to
individuals.
By
allowing
us
to
structure
the
scoring
for
both
categories,
we
get
the
more
sophis:cated
company
insights,
which
we
can
apply
to
the
on-­‐the-­‐
ground
marke:ng
efforts,
bolstering
individual
par:cipa:on
with
us.
A-­‐Score™
also
represents
a
huge
<me
savings
for
me,
as
I
no
longer
have
to
run
4-­‐6
different
queries
and
reports
to
get
a
full
picture
of
our
members
par<cipa<on
over
<me.”
-­‐
Nina
Goldman,
Director
of
Sales
&
Member
Organiza:on
Services,
ACEC
#AUDC12

24. The
Game
Plan
1. Discovery
sessions
with
ACEC
to
discuss
possible
ac:ons
to
score.
2. Proof
of
concept
–
create
ac:ons
on
DSK
site.
3. Complete
setup
on
upgraded
ACEC
test
site.
4. Run
backfill
process
on
ACEC
test
site.
5. Review
ini:al
results
with
ACEC.
6. Adjust
scoring
weights
as
needed.
#AUDC12

25. Discovery
Sessions
• Ini:al
sessions
included
only
DSK
&
Nina
Goldman
(Director
of
Sales
&
Member
Organiza:on
Services
at
ACEC).
• Outcome:
Top
10
list
of
ac:ons
for
both
Individuals
and
Organiza:ons.
#AUDC12

26. Metrics
That
Ma5er
for
Organiza<ons
#AUDC12

27. Top
10
Ac:ons
for
Individuals
• Individual
membership.
• Representa:ve
of
coali:on
membership.
• PAC
dona:on.
• Bookstore
purchase
(merchandise,
subscrip:ons,
publica:ons).
• Event
registra:on.
• Commi?ee
par:cipa:on.
• Award
entry
primary
contact.
• Speaker
at
an
event.
• Customer
inquiries
(contact
requests).
• Update
of
profile
online.
#AUDC12

28. Top
10
Ac:ons
for
Organiza:ons
• Coali:on
Membership
• Regular
Membership
• PAC
Dona:on
• Bookstore
Purchase
(merchandise,
subscrip:ons,
publica:ons)
• Award
Candidate
• Customer
Inquiries
(Contact
Requests
“on
behalf
of”)
• Exhibit
Booth
Purchase
• Adver:sement
• Online
“Cer:fica:on”
(specific
Organiza:on
data
fields
updated
annually)
• Any
Update
of
the
Organiza:on’s
Profile
Online
#AUDC12

29. Proof
of
Concept
–
Tes:ng
• Once
setup
was
complete,
tes:ng
to
ensure
that
ac:ons
were
created
and
scores
awarded
was
carried
out.
#AUDC12

30. Proof
of
Concept
–
Final
Results
Individual
Ac:ons
" Individual
Membership
–
30
points
" Commi?ee
Par:cipa:on
" Representa:ve
of
Coali:on
" Chairman
–
15
points
Membership
" All
other
Posi:ons
–
10
points
" PAC
Dona:on
–
10
points
" Award
Entry
Primary
Contact
–
5
" Bookstore
Purchase
points
" Merchandise
–
2
points
" Speaker
at
an
Event
" Subscrip:ons
–
5
points
" Event
Level
–
10
points
" Publica:ons
–
3
points
" Session
Level
–
5
points
" Event
Registra:on
" Customer
Inquiries
(Contact
" Annual
Conven:on
–
10
points
Requests)
–
5
points
" Other
Event
Types
–
8
points
" Update
of
Profile
Online
#AUDC12

31. Proof
of
Concept
–
Final
Results
Organiza:on
Ac:ons
" Coali:on
Membership
–
30
points
" Customer
Inquiries
(Contact
" Regular
Membership
–
30
points
Requests
“on
behalf
of”)
–
5
points
" PAC
Dona:on
–
10
points
" Exhibit
Booth
Purchase
–
20
points
" Bookstore
Purchase
" Adver:sement
–
15
points
" Merchandise
–
2
points
" Online
“Cer:fica:on”
(specific
" Subscrip:ons
–
5
points
Organiza:on
data
fields
updated
" Publica:ons
–
3
points
annually)
" Award
Candidate
–
15
points
" Any
Update
of
the
Organiza:on’s
Profile
Online
#AUDC12

32. Lessons
Learned
• Start
small
–
can
always
add/tweak
rules
later.
• Backfill
takes
a
long
:me!
ACEC’s
backfill
took
2
days
to
run.
– Plan
to
monitor
backfill,
can
restart
if
it
stops
for
any
reason.
• Tes:ng
can
be
a
challenge
– Membership
is
not
real
:me;
updated
by
task
only.
– Ac:on
dates
are
very
important!
– Don’t
put
all
of
your
tests
on
one
record…
recommend
crea:ng
one
record
for
each
rule
you’re
tes:ng.
– If
ac:ons
are
appearing
but
scores
are
not,
run
your
qualifying
query
to
see
if
the
ac:on
crea:ng
records
are
selected.
#AUDC12

33. Thoughts
from
ACEC
“With
the
assistance
of
DSK
staff,
a
fairly
complicated
set-­‐up
has
been
thoroughly
explained
and
then
brainstormed
and
worked
through
in
a
systema:c
way.
Having
the
guidance
in
place
to
drive
the
conversa:on
with
me,
as
well
as
to
ask
tough
ques:ons,
has
been
invaluable.
So
overall,
the
process
for
me
has
been
pre?y
painless
thus
far.
What
it
has
done
is
make
us
think
strategically
about
our
programs
and
ac<vi<es
and
what
they
mean
to
our
membership
ac<va<on.
As
a
work
in
progress,
I
expect
that
some
adjustments
will
be
made
to
the
scoring
criteria
as
we
move
forward,
but
puxng
the
:me
and
effort
in
right
now
will
pay
great
dividends
to
us
in
the
way
of
useful
business
intelligence.”
-­‐
Nina
Goldman,
Director
of
Sales
&
Member
Organiza:on
Services,
ACEC
#AUDC12

34. Final
Thoughts
Develop
an
engagement
strategy.
Define
and
align
your
goals
with
your
business
objec:ves.
Start
small.
Ac:vely
measure.
Don’t
be
afraid
to
adjust.

35. Q&A
//
Submit
Your
Ques<ons
Type
ques<on
here

36. Q&A
//
Panelists
John
Clese
Director
of
Product
Marke:ng
Avectra
Ma?hew
McKenzie
Senior
Editor
Sarah
Palma:er
Demand
Gen
Report
Senior
Business
Analyst
DSK
Solu<ons,
Inc.

37. Thank
You
For
A5ending
This
Webinar
You can download this presentation at:
http://dg-r.co/social-crm-web