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ROI and Social CRM Use Case 1: Using LinkedIn for Member Recruitment

Our (SocialFish) definition of Social CRM is “the discipline of applying social media to membership management“, and the 12 use cases in our white paper, ROI and the Impact of Social CRM, show this in action. Here’s the first of a series of blog posts for Avectra on the use cases – including four completely new ones – and we want to hear from you if these are possible for YOUR association. In ALL cases, you should be building your community on social media sites before you even think about ROI.

Using LinkedIn for member recruitment 

[Possible now]

USE CASE: An association has a members-only group on LinkedIn. Each time a member joins the LinkedIn group, the community manager updates the LinkedIn Group field in the members’ AMS record, and adds their LinkedIn profile URL. 5-10 times each month, a person who has never been a member of the association requests to join the group. The community manager adds their name and information to the LinkedIn membership prospects list, and sends them a private message with information for how and why to join the association. A year later, the LinkedIn membership prospects list proves to be converting at three times the rate of lists the association purchased.

The recipe:

  • Your goal – to identify member prospects who engage on social media and convert them to members.
  • ROI = low-cost, high-quality leads
  • Level – basic
  • Tools – Association Management System
  • Low hanging fruit – new requests to join your Linkedin group

What you need:

  • Time
  • Access to the AMS
  • Field for LinkedIn profile
  • Copy for membership information (for reaching out to prospects)
  • Tracking URL (for membership offers to the LinkedIn group)

This is a pretty simple use case, that most associations on LinkedIn should be considering. If you have chosen to have a members-only group as opposed to an open group (which can also be fantastic for recruitment), the key to turning this into ROI is simply to be proactive about tracking your interactions with member prospects. These leads are very high value because these potential members have self-identified as people who are potentially interested in your organization.

What do you think? Are you doing this already?

What other possibilities have you seen for member recruitment using social media?

{ 1 comment }

Frank J. Kenny October 16, 2011 at 3:08 pm

Good case Maddie. I always encourage folks to keep to group open and then engage prospective new members.

Enjoying your book. Makes a lot of sense.

Frank

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