RELEVANCE TO MEMBERS:
HOW TO ADD VALUE THROUGH SOCIAL MEDIA TECHNOLOGY

Bob Green, CPA.CITP, Practice Leader, SingerLewak Systems, and Enterprise Risk Management Services

Over the years, we’ve worked with numerous membership organizations – from Foundations, Associations and other traditional Nonprofits, to trade groups and User communities.  In order to reach and manage their membership, these organizations have evolved from being dependent on “sneaker-ware” (where you literally walk paperwork from one person to another) to being dependent on Cloud-based technologies.  The latest technology trend, Social Media, is helping make these organizations more valued to their members. 

In these challenged economic times, where membership dues are often seen as discretionary, how better to enhance the meaning of membership than by engaging members in activities that make them want to continue their membership and related activities?

TECHNOLOGY = ENABLER

Short story: trends in membership organization software: many organizations have evolved to having all their data regarding membership, registration, events and chapters/organization matters in some sort of technology source – be it Excel, or perhaps a Customer Relationship Management (or “CRM”) software product.  Some are using what is termed Association Management Software (or “AMS”) – which combines membership, registration, event and organization management in one software database. The latter is most preferred, and is often integrated with an accounting software to help with cash management, AP, AR and other functions.   Clearly, making data more centralized and relevant and comprehensive will enable the organization to better serve its members.

SOCIAL CRM = THE NEXT STEP FOR ADDING VALUE

Enter the newest terminology, and technology: Social CRM:  As we know, people are now very active in what is termed “social media” – meaning, working in web products like Facebook, LinkedIn, and Twitter – among others.  Savvy organizations have created their own LinkedIn “groups” which allow for members to collaborate, and share ideas. That alone is a big step forward, however by using LinkedIn as a collaborative environment, the organization essentially has delegated some of its relevancy to a 3rd party which has no allegiance or interest in enhancing the organization’s relevancy. 

“Social CRM” is a technology that enables membership organizations to enhance their relevancy to their members through a toolset which is managed by, and for, the organization, and integrates key organization activities and attributes to a single web-based environment.  Social CRM is defined Paul Greenberg, author of CRM at the Speed of Light: Essential Customer Strategies for the 21st Century as “A philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes, and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It’s the company’s response to the customer’s ownership of the conversation.”

Social CRM software, such as that offered by Avectra’s product offering MemberFuse, can help enable members to share in a community-oriented web environment that includes content and helpful links to the organization’s data and website.  This allows members to receive a rich, meaningful, action-based, private and relevant experience with their organization and members.  In turn, this increases relevancy of the organization – and hopefully enhances the revenues/top line of the organization.

Features of a Social CRM suite include the following:

• Integration with data contained in the organization’s membership and event database(s)
• Web environment in which members can collaborate and converse with each other, as well as others of interest to the organization – all privately managed by the organization
• Links to events, registration, webcasts, websites and other relevant places for members
• Organizational resources and knowledge-based functions that enable members to find what they are looking for, and finding it from within their organization.  Resources include white papers, images, archived conversations, recorded sessions, etc.
• Matching of members to members, offered automatically, based on selected interests or other characteristics. 
• News feeds and event links of interest to the membership
• Analytics and reporting for the organization to observe social media behavior, interests, and activities

BOTTOM LINE: WHY SOCIAL CRM MATTERS

Membership organizations are constantly seeking to be relevant and valued to their members.  Social CRM can enhance this ability.  Among our favorite summaries as to why it matters, Patrick Dorsey, Vice President of Marketing at Avectra, suggests that “Social CRM is not about followers or “likes,” but how many followers buy your products or subscribe to your services. In the words of social media strategist Jay Baer, “The goal is not to be good at social media, but to be good at business because of social media.” Or, as management consultant Peter Drucker wrote, “There is only one valid purpose for a business and that is to create a customer.” 

You’ve known of SingerLewak as a leader in the accounting and tax advisory area for Nonprofit organizations, and through our technology services area, Enterprise Risk Management Services. As such, we have extensive experience collaborating with membership organizations about information systems, for over a decade.  And now, having partnered with Avectra, we help these organizations select and implement software and technologies that enhance member value. If you have questions or just want to strategize, let us know by sending us an email or calling for a consultation.