Constituent Relationship Management How to turn your followers into your supporters

What Is A Constituent?  Anyone who takes an interest in your organization should be considered a constituent  Follower  Facebook Page Member  Reads your blog  Signs up for Newsletter  Supporter  Donor  Volunteer  Advocate  Event Goer  Organizer  More involved  Plans meet-ups / events  Leader  Cream of the crop  May actually become a part of the organization

Most important shift Outreach Supporters Volunteers Donors Advocates Events Followers Newsletters Web Site Organizers Chosen Few Leaders Lucky to get one or two Constituent Pyramid

Now What Do I Do?  “10” with Dudley Moore.  He obsesses and obsesses over Bo Derek  Then he gets his chance and he realizes – he doesn’t want her anymore.  It was the chase that he wanted.  This is what we do NOT want to happen  Oftentimes we focus on the Social Media outreach because it is fun – Tweet! Tweet! Post! Post! Tweet! Tweet!  But what do we do with these leads once we get them?  Social CRM

Wait! What Is Your Content Strategy?  Twitter, Facebook, Blogs – all tactical ways to spread the word  All too often people focus on the method of delivery and not the content! Who What How Whitepapers Annual Reports Breaking News Event Invites Whitepapers Annual Reports Breaking News Event Invites Twitter Facebook Blog Twitter Facebook Blog

Don’t be Pushy!  Just because you can ask, doesn’t mean you have to.  Like any relationship you have to start slow.  Social Media is fast, flexible, and it enables you to engage with large numbers of existing and prospective supporters.  It allows constituents to engage with you in a way that is convenient to them and of their choosing.  Which means you need to engage before you ask for money! This provides the opportunity to build deeper, more loyal, relationships.

The Engagement  Often asked “When does Social Media lead to action?”  NOT!  The question should be “When does Engagement lead to more action?”  Tweets do not create a relationship.  updates do not create a relationship.  Alerts do not create a relationship.  These are all examples of one-way communication.  Relationships are about two-way communication.

Value – What Is A Constituent’s Worth?  The “who is your most valuable customer”? question has multiple answers now; is not only about Customer Life Time Value anymore; it is also about Customer Network Value.  What this means is:  It is no longer about money value  It is about social value  A Constituent’s feelings about you may be worth much more than what they are willing to donate.  Your brand and your reputation are being talked about. You better be listening.

Social CRM – What Is It?  A fancy term  At its core: Social CRM is the mix of traditional CRM tactics with Social Media.  The question becomes: how can companies effectively integrate information obtained through social media into current marketing campaigns to improve efficiency, effectiveness, strategy formulation, offer formulation and customer feedback loops?

Social CRM – What Is It?  Is it a lot of work?  It does take more effort.  It’s not so much about the tools