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ROI and the Impact of Social CRM 12 forward-looking use cases for associations By Lindy Dreyer and Maddie Grant, CAE
CONTENTS 2 4 7 8 15
Redefining Social CRM Building a Social CRM Practice Focused on ROI Discovery Questions 12 Use Cases of Social CRM for Associations A Final Thought About Progress
CAN SO CIAL MEDIA H E L P YO U WO R K S M A RT E R ?
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his is the second white paper in a series on Social Customer Relationship Management (Social CRM) for Associations. The first white paper, Social CRM for Associations: What association executives should know about applying social media to membership management defined the concept of Social CRM and outlined the basic work and the basic technology behind the philosophical shift. In this second paper, we will take the explanation a step further and share a dozen of the many, many use cases described to us by association colleagues who read the first paper and shared how they would apply these new capabilities to their own situations. We have chosen these particular examples because they all address, in varying ways, the question of ROI. We hope that reading these use cases will inspire you to apply social media strategy in new, meaningful ways. Maybe you’ll improve on the ideas here, or think of something completely new that we can all learn from. Ultimately, use cases like the ones we present here are the key to proving the return on your social media investment. And ROI makes everyone happy, right?
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