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Non Profit Organizations Learn Social CRM

Written by Sterling Raphael on . Posted in Social CRM for Associations


Barely into 2012, I jumped ahead eight years and began to speculate as to what non-profits are going to look like in 2020. We all know change is on the horizon.  With the endless array of business models now at our fingertips, and the Non-Profit sector becoming increasingly innovative, the possibilities are limitless! Along these lines,  Katherine Pickus makes this interesting comment in her recent article, “Gone are the days when businesses existed to make money and nonprofits focused only on making the world better. Now both organizations are influencing each others’ practices and finding ways to work together…. By taking a new look at what it means to be a business or a nonprofit and applying these learnings in creative new ways, we’re leveraging the unique assets of each to get the best of both worlds.”

It’s no secret that the lines separating corporate and community are blurry. Non profits are quickly realizing they can no longer stay cemented to old school marketing plans and ignore social media, if they want to stay relevant, that is.  Social Enterprise is quickly being adopted as a valuable tool to help build and sustain NPO’s.  That being said, within the social media arena, the question now at the forefront is, ‘how is the change made from the very corporate concept of CRM to SCRM?’ (A very hot topic these days).

The learning process starts by the obvious: including social networks as part of your present CRM strategy, thus maintaining customer relationship across the social Web board!   Although this initiates an ongoing learning process on the part of NPO’s, I really like what Katie Shields says about the clear advantage of non-profits.  “In the business world, a common sentiment about social CRMs is that it is entirely new territory. Corporations, who are used to traditional Madison Avenue, top-down marketing campaigns, find that social CRMs are not their specialty. Here, nonprofits have a clear advantage over their for-profit counterparts!”

Emphasizing the need for change, a report by IBM makes things very clear , … “your organization may be present on social media and it may have a CRM (customer/constituent relationship management) strategy, but if you don’t have a social CRM strategy that combines the strengths of those two, you’re missing a key piece of the puzzle.” 

It’s important to make note that SCRM is an extension of CRM, not a replacement for CRM. Salesforce acknowledges SCRM as a natural extension of CRM itself.  For example.  “Twitter CRM and Facebook CRM are natural extensions of Salesforce CRM.  That’s because all three live in the same place: the cloud.  So if you’re using salesforce.com’s Sales Cloud or Serfice Cloud, you’re already positioned in the best of possible worlds.”

So, here we are – Social meets CRM…So where do we go from here?  How do we barrel forward with SCRM, create strategy and start learning from businesses?  As Social CRM revolves around the co-creation of value with customers, how does a company measure the value created by Social CRM? The answers to these questions and many more will help point you in the right direction.  Of course, my response and solution to these inquiries is, ‘Avectra’ – the key that opens the door to your SCRM experience.

avectra social crmavectra - Social CRMAVECTRA –  Avectra Social CRM
incorporates the social interactions of the relationship into an organization’s membership and business strategies to build long-term loyalty, trust, and mutual value – one member engagement at a time. And to realize these benefits and more, today’s smallest, largest and most successful member-based organizations need a comprehensive suite of membership management and social business tools:

Avectra Social CRM represents a fundamental shift in the way an organization identifies, serves and retains its members to how it will define the future success of the organization and its membership initiatives. It signals the end of the era of AMS, and the beginning of the era of Social CRM for Associations!

Chess Media GroupI can’t yet envision where NPO’s will be in 2020… I am sure, however, that SCRM is the right conduit to success; the pathway being brilliantly defined and plotted by Jacob Morgan in his blog, The Evolution of CRM to SCRM.  In it he explains how, “Chess Media Group in collaboration with Mitch Lieberman decided to breakdown how CRM has evolved by taking things back to basics and addressing the questions of: who, what, when, where, why, and how.”  This is a great visual emphasizing the shift from CRM to SCRM being behavioral and interaction based and not technology driven.

You might want to take a look at Katie Shield’s article.  She has some interesting observations:
  • Social = Social Networks. Social networks like Twitter, Facebook, and YouTube amplify the voice of the customer. These networks provide a powerful platform for consumers and potential donors to interact with organizations, brands and companies.
  • C = Customer. (Or donor.) There are already millions of people assembled on social networks. All an organization needs to do is tap into the network. There, they’ll find many of their existing customers/donors and potential customers/donors, served up on a silver platter!
  • R = Relationship. Online relationships between customers and organizations are characterized by quick and easy communication. And, for the most part, all of the communications on social networks are open and transparent, visible to other customers/donors. For example, if Marie Antoinette answered a peasant’s message about bread prices, it would be seen by all of France.
  • M = Management. With communication out in the open, organizations have a much better chance of understanding and engaging with their customers. Social CRM tools help organizations to connect the dots of online conversations with customers and provide a real-time record of your business activity.


501 Tech Club NYC NtenAnd I’ll be sharing more info on how Non Profits are evolving and innovating at an upcoming presentation for 501 Tech Club NYC: The New Era of Fundraising – Expectations Changed by Innovations. Join me!


8 Use Cases for Association Social Media

Written by Maddie Grant, CAE on . Posted in Social CRM for Associations, Social Media


In case you missed them, or want them all in one handy link, here is a nice roundup for you of our Social CRM Use Case series.

And why is this important, you ask? Why, because it’s the key to social media ROI, of course :)

We’re SO excited to talk about these use cases and any more that we – or you – can think of – at the Avectra Users and Developers Conference in Orlando at the end of February.

What we’ll be up to at #AUDC12:

We’ll be presenting our session on these Social CRM Use Cases on Monday February 27 at 9:45 am, then Lindy and Chris Urena will have a great session in the afternoon on The Emergence of Social Learning and Its Impact on Social CRM.

On Tuesday, we’re joining the fabulous Dean West of Association Labs, Linda Chreno of Marketing General, and Jamie Notter for an “office hours” slot where you can ask specific questions or get our help to solve individual issues; then Jamie’s presenting a session on Creating a More Human Association (and a little bird told me there just might be certain copies of a certain book being given out – sssshhhh).

And that’s just our SocialFish crew!!  There’s so much more going on – we can’t wait to dig into all of these topics with this super savvy crowd.

 Hope you can join us, or make sure you follow the #AUDC12 Twitter stream.

One not to be missed!!



Eliminating Our Split Personalities Online

Written by Larissa Fair on . Posted in Social CRM for Associations, Social Media

Saturday, December 24, 2011 by Larissa Fair
We all know that social media is not a fad, but there is a still a strong number of people who see it as a trend that they either don’t have the capacity to get involved, or they find it overwhelming to the point of hiring someone else to do it for them.  2012 will mark a change in this mentality as it becomes even more of an integral part of our everyday lives and a distinct part of our personal identities.  Those who simply refuse because they didn’t know how will begin to learn that they are missing out on expanding their social circles, connecting with other people and learning things that relate to their jobs and/or hobbies. It’s not about learning what their friends had to eat for breakfast. 

While social media goes more mainstream, a lot of people are going to be faced with the dilemma of how to balance work self versus private self online. It is time to give up that battle. You are only doing yourself a disservice by trying to keep them apart.  Everyone has an online brand whether they personally work to create one or not.  Anything you post on Facebook either on your “professional” profile or “personal” profile is online and, therefore will at some time be searchable online.  You should never assume that anything you put online is going to stay private.  So, why should you spread yourself out and create two separate brands?  Be you no matter where you are because people want to connect with you, not just a version of you.  Social media will continue to grow because humans want to connect with each other.  Give your friends and your “friends” the opportunity to know the whole you, and if that makes you uncomfortable, then maybe you shouldn’t be sharing everything online. 

Keep yourself sane by limiting the amount of time you spend updating one profile over the other.  Know that if you can Google your name plus the name of your company and there are results, then you have now merged your personal brand with the company brand.  This is a hard pill to swallow for both executives and employees, but a reality we all must realize.  Think about that tweet and how it reflects on your company.  Think about that video you are posting on Facebook- does it reflect your brand?  It is an expression of who you are? Would your company be offended by it? 

These are our lives and we must be thoughtful in all we do.  It makes sense that as we become more of ourselves online, that we must also take some of it back.  Keep some of your life private and offline, so that it isn’t shared.  That’s the part of your life that’s just yours.  You can still be you, but just not the whole big picture-that’s what email is for.

Guest post by Mandy Stahl, Community Manager at ASAE: The Center for Association Leadership, part of a series of predictions for 2012.

Connect with Mandy on Twitter www.twitter.com/mandydc or on Facebook www.facebook.com/mandystahl.

Comments for Eliminating Our Split Personalities Online

Tuesday, January 3, 2012 by Jeffrey Cufaude:
What’s interesting to me is that the core issue—what do I share and with whom—is not tied uniquely to social media. We make different aspects of our “self” public and keep others more private all the time in our face-to-face interactions depending on the context, the relationships involved, and other considerations. (see Johari’s Window). The social media dimension just prompts us to consider how might answer this question in a different way.

5 Reasons Social Media will be a TEAM Sport in 2012

Written by Larissa Fair on . Posted in Social CRM for Associations, Social Media

Thursday, December 22, 2011 by Larissa Fair
Social Media made its debut in the business world as a marketing tool. Many marketers have been the solo voice of the company. Times have changed. Now, people in all divisions of the organization are communicating and connecting with “their people” using social media.  Some organizations have multiple pages, profiles and groups created by individuals across the organization.  Mostly, these launches have been independent of each other.  I think rogue social media launches will stop.

In 2012, I predict social media will transition from a “solo sport” to a TEAM SPORT.

Team sports require individuals to work together to reach TEAM objectives.  In the past, this was difficult in the social media space. Some companies tried to work as a team but there were many obstacles: immature management tools, inexperienced users, unskilled workforce and few supporting apps. 

In 2012, I predict social media pages, profiles and groups across an organization will become tightly integrated, working together for the organization as a whole.  Here are the 5 reasons I believe social media will be a team sport, and a solid one, in 2012:
  1. The social media management dashboards are mature.  From permissions and assignment to tagging and team dialogue about social conversations, social media management dashboards provide an environment that supports open communication.  Multiple team members can support multiple profiles on multiple platforms including YouTube, Flickr, email lists and more. Go TEAM!
  2. APIs (Application Programming Interface) are everywhere opening door-to-door communication between cloud-based apps like never before. CRMs talk (share data automatically) with email list management apps (like mailchimp.com or constantcontact.com) and invoicing programs talk to expense management programs that tie to CRMs. And, they are all socially connected.  It’s getting easier and easier to build systems across platforms and across the organization so the left hand knows what the right hand is doing.  I predict that this is the year of exponential API growth. Doesn’t that excite you? Go TEAM!
  3. RSS Feeds (REALLY Simple Syndication) is a characteristic of most social media sites. RSS makes streaming content from one wall or profile feed to another REALLY easy! It is typically a 5-minute task to install an app to automate it. Picture this: The CEO’s blog can be streamed with RSS to all the company Facebook pages or twitter profiles. The event or education coordinator’s facebook page wall announcements can be streamed with RSS to the company Twitter profile. RSS makes sharing of information EASY. Go TEAM!
  4. Organizations now have internal gurus. There are experienced social media leaders in many organizations. When everyone was a newbie, and we all were, the focus had to be on learning the platform and reaching a specific objective for a single department.  Keeping it simple was essential.  Where there are experienced gurus, integration can be the focus! Go TEAM!
  5. Our people – the ones we’re trying to reach – aren’t newbies either. They are “there” on the social web in greater numbers and with more interactions. They’re comfortable talking on the social web – sometimes too comfortable.  But that’s OK. The organization’s social media gurus are listening and getting to know the people for better or worse. Social Business. That’s what we do. Go TEAM!

Guest post by Michelle Cullison, Daystar New Media, part of a series of predictions for 2012.

Michelle Cullison coaches social media teams to reach organizational objectives on the social web. 

She’s also an acclaimed professional speaker, author, and the President of Daystar New Media, Inc.  Since 1993, Michelle has helped hundreds of clients expand their business and their bottom line using technology.   Michelle knows how to leverage tools like WordPress, Facebook, Twitter, and LinkedIn along with systems and processes to make managing multiple portals easy.   Through her speaking, training and consulting services, she equips people to develop and execute social effective media strategies.


Comments for 5 Reasons Social Media will be a TEAM Sport in 2012