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 5th 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.
Connecting the dots between purchases and social capital for member recruitment
[Not so distant future, with the help of new technology]
An association has names, mailing addresses, and email addresses for 10,000 non-members who purchased products, webinars, or small event registrations in the last two years. The association mails to all 10,000, with a conversion rate of 2.5%. A social discovery analysis on the data finds that nearly every contact who responded is connected to at least one current member on Facebook or LinkedIn. Only half of the original list is connected to a current member. Next time, the association mails only to prospects who have online social connections to current members. The response rate doubles.
- Your goal – to improve the response rate for promotional marketing campaigns through better targeting.
- ROI = more sales
- Level – Advanced
- Tools – Social Media Management System, Social Discovery, AMS
- Low hanging fruit – colleagues of members
The key to this use case is aligning marketing campaign data with social data. While we’re positing here that people who are more connected to your members are likely to buy more from you, and this may not necessarily be true for every association, it’s certainly testable. There are also other ways to use this data – variations on member-get-a-member type campaigns, for example, which target people whom you already know are connected to each other. You may already have some social discovery data in your system – think about how to copare that to sales data and see if any patterns emerge.