ROI and Social CRM Use Case 1: Using LinkedIn for Member Recruitment
Tuesday, October 4, 2011 by Maddie Grant
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 first 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.
Using LinkedIn for member recruitment
[Possible now]
USE CASE: An association has a members-only group on LinkedIn. Each time a member joins the LinkedIn group, the community manager updates the LinkedIn Group field in the members’ AMS record, and adds their LinkedIn profile URL. 5-10 times each month, a person who has never been a member of the association requests to join the group. The community manager adds their name and information to the LinkedIn membership prospects list, and sends them a private message with information for how and why to join the association. A year later, the LinkedIn membership prospects list proves to be converting at three times the rate of lists the association purchased.
The recipe:
What do you think? Are you doing this already?
What other possibilities have you seen for member recruitment using social media?
Using LinkedIn for member recruitment
[Possible now]
USE CASE: An association has a members-only group on LinkedIn. Each time a member joins the LinkedIn group, the community manager updates the LinkedIn Group field in the members’ AMS record, and adds their LinkedIn profile URL. 5-10 times each month, a person who has never been a member of the association requests to join the group. The community manager adds their name and information to the LinkedIn membership prospects list, and sends them a private message with information for how and why to join the association. A year later, the LinkedIn membership prospects list proves to be converting at three times the rate of lists the association purchased.
The recipe:
- Your goal – to identify member prospects who engage on social media and convert them to members. ROI = low-cost, high-quality leads
- Level – basic
- Tools – Association Management System
- Low hanging fruit – new requests to join your Linkedin group
- Time
- Access to the AMS
- Field for LinkedIn profile
- Copy for membership information (for reaching out to prospects)
- Tracking URL (for membership offers to the LinkedIn group)
What do you think? Are you doing this already?
Would this use case work for your organization?
What other possibilities have you seen for member recruitment using social media?
Comments for ROI and Social CRM Use Case 1: Using LinkedIn for Member Recruitment
- Wednesday, October 5, 2011 by Lowell Aplebaum:
-
We actually use LinkedIn for member retention. Part of the renewal messaging cycle is a personal outreach from a membership staff member over LinkedIn or our associal social network (still determining which is more effective) to remind them that it is time to renew and see if they have any questions/things they want to talk about. Has a ~15% higher rate of retention.
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Maddie Grant, CAE
Maddie is a guest blogger for Avectra on all things association and social. She is the co-author of Open Community: a little book of big ideas for associations navigating the social web and Humanize: How People-Centric Organizations Succeed in a Social World. As the chief social media strategist for the social media strategy consulting firm, SocialFish (www.socialfish.org), Maddie helps associations large and small build capacity for using social media to achieve business results.
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