Page 65 - Social Media Marketing

Social CRM: Two Cases 43

Enough theory! It’s time to take a quick look at two cases in order to understand where ■ ╇ C ustomer R elationships : C R M G ets S ocial
and how Social CRM and similar concepts can be applied in business.

The Women’s Fund of Miami-Dade County

The Women’s Fund of Miami-Dade County serves women and girls in the Miami area.
The purpose of the organization is supporting and working with women and girls
through programs that stress self image, pride, self reliance, a sense of belonging, and
purpose in their community that result in their reaching full potential as individuals.
Facing the issues common to many local nonprofit organizations, The Women’s Fund
of Miami-Dade County sought to improve its website, connect in a more efficient man-
ner online with donors, and in general develop a more functional online presence built
around staff and member participation. This included Social CRM efforts.

Working with local agency The Cunningham Group, the social business strategy
included a combination of basic online blocking and tackling, Social CRM, social-
media-based promotion, and plain old, traditional “feet-on-the-street” marketing,
as social media and its various incarnations, like any other form of media, are best
applied in addition to the other forms of marketing and communications that remain
important to businesses and organizations.

Although many of the “social makeover” goals were related to the use of social
media and/or basic business objectives—the use of member’s content and the provision
of up-to-date information about the organization and its programs—there was also a
deeper effort aimed at engaging visitors with the donor program. For nonprofits, the
donor program is the engine of the organization: Without donors, the mission and very
existence of many of these types of business is threatened.

Because it leverages traditional CRM and then extends it to the Social Web,
Social CRM is an ideal approach to building a robust donor program. Through Social
CRM, not only can the relationships with current or past donors be maintained, but
the relationships with potential donors or those influential in the donor identification
and activation process can be identified and built.

Working with Tasha Cunningham, the Women’s Fund did the following:
1. Created content in easy-to-consume formats. Recall that consumption is the first

building block in social engagement. Podcasts, YouTube-embedded videos, and
similar forms of content were used.

2. Leveraged this new content as conversation starters. Participants were invited to
rate, review, comment—to curate—and thereby to move themselves up the social
engagement ladder. The Women’s Fund’s “Real Women, Real Voices” campaign
resulted.

3. Connected this content to the actual, real-world impact of the organizations’
grants and donors programs. Participants are now able to see directly what