So what is social CRM, you ask? Here’s our simplified definition:
Social CRM is the discipline of applying social media to membership management.
Discipline means you’re doing social media work strategically, with organizational goals in mind.
Social media is more than just Facebook and Twitter. In this definition, when we use the term social media, we’re talking about:
1.) Social data–data we collect about members lives, their interactions, and their connections on our own website, as well as public social data that’s available from platforms like Facebook, Twitter, LinkedIn, and Google, to name a few.
2.) Social concepts–advanced thinking around ideas like online influence and online engagement that can be applied to our member data to impact online behavior.
Membership management is also more than it seems. In this definition, when we use the term membership management, we’re talking about:
1.) managing association members–both long-time, and first-year members who are most at risk of dropping their membership.
2.) maintaining contact with community members–former members, prospective members, students, and other stakeholders who care about the work of the organization.
And ROI, of course, is about money, pure and simple. Either saving money or making money.
Can you save money by spending less on some things where you get more return from social media activity? Can you save money by reducing man hours spent in traditional ways, by using social media to collaborate online instead? Can you make more money by selling more memberships, registrations, webinars, publications, etc.?
The way that we suggest you will figure that out is by aligning your membership management goals and activities with your social media work and social data gathering.
Join me, Maddie Grant (SocialFish), Sterling Raphael (Avectra) and Tom Myroniak from the Specialty Equipment Market Association (SEMA) at #ASAE11 in St Louis on Social CRM for Associations: Future Trends for Managing Member Data, (Monday August 8 at 3:15 pm) to hear how one association is thinking through these ideas.
Social CRM (Customer Relationship Management) is a hot, trendy topic among business web analysts, and it can result in more valuable and profitable relationships with current and future members? Learn five key technologies that impact an association’s Social CRM. Dig deep to dispel any myths, and walk away with three steps to immediately make your organization’s membership relationship management more social.