Transcript The ABCs of CRM

The ABCs of CRM
Betsy Harman, PRISA New Basics Project
Paul Jacobs, Jacobs Media
Sheeraz Haji, GetActive Software
Maria Thomas, NPR Online (Moderator)
July 23, 2002
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• Date & Time
Tues. July 23, 2002; 5:00-6:30pm ET
• Satellite
PRSS Pid # 02-L00-00001; Freq: A72.3 Mono
• Webcast (Live and archived)
http://www.npr.org/ramfiles/interconnect/20020723.int
erconnect.ram
• Call-in
800.989.9977 (line open July 23 at 5:00PM ET)
• E-mail
[email protected]
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CRM Is Hot!
Betsy Harman
Project Director,
PRISA New Basics Project
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What is CRM?
Customer (Constituent) Relationship Management
– Optimizing the value delivered to customers in order to
maximize the value received from customers
Investing in the Relationship…
Managing experiences & interactions…
based upon targeted return on investment
Increased Revenue
Decreased Costs
Increased Loyalty
Decreased Attrition
 CRM is based on effective segmentation, database, and target
marketing – unified view of the constituent
 Technology makes CRM easier to do, but CRM itself isn’t
technology or software. It is all about relationships.
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Influence of E-Mail on Giving
Stanford E- Newsletter Study
80
70
60
50
40
30
20
10
0
All
FY 99 FY 99 FY 99
Donors Lapsed NonDonors
Recipients @Stanford
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Non_recipients
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New Basics Goals & Objectives

Develop personal and relevant
e-communications with listeners and
members to:

Attract web visitors
 Turn fringe listeners into core
 Convert core to members (Goal 40% of core signed
up for newsletter & of those not members yet –
convert 20%)
 Increase membership & loyalty (Boost retention 1%
or more)
 Diversify the Revenue Stream (goal 25% of
membership revenue online)
 Ultimate Goal – CRM for public broadcasting
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Key to Successful CRM Implementation
Different Departments Working Together
Programming
Customer
Service
Successful
Implementation
IT
Database
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Marketing
New Media
Membership
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XPN E-Renewals with Pre-populated Forms
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From:
Corey Flintoff, NPR
Newscaster
Subject:
Take a day off and visit NPR!
Click-through 17% (510
people)
122 web pledges in 3 days
totaling $11,160.
Not able to track the pledge
abandon rate
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A long way to go to create true
CRM
Share Ideas
Test, Test, Test
Work together
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Time for Questions
• Call-in
800.989.9977
•
E-mail
[email protected]
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CRM In Commercial Radio
Paul Jacobs
Jacobs Media
July 23, 2002
date/time
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Programming/Web Site
Integration
• Integration is key to maximizing Web efforts
• “Pinballing” makes programming “3- dimensional”
• An interactive Web site increases usage:
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Email database
Web traffic
Fundraising outlet
Membership renewal
Increased station listening/interest
Streaming
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CRM In The Commercial World
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It’s “halftime” for database development, but…
Database development has been inconsistent
The 20% goal
Email databases aren’t being maximized
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Preference segmentation
Serving specific audience needs/interests
Quality of emails is often poor (length, look, message)
Don’t always encourage more listening
Sporadic use of program schedule info
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Exclusive Online Prizes
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Weekly E-Mail
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Major Station Promotion
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Petition Drive
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Petition Drive
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Multi-Layer Promotions
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Database Capture/Flash
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Database Capture:
Internet Advantage
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Voting
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Associate With Current Events
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E-Mail Newsletters
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Email Club Branding/Pop-Ups
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Web Polls
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Personality Access
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Sponsor Tie-Ins
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Database Promotions
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Database Promotions
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Time for Questions
• Call-in
800.989.9977
•
E-mail
[email protected]
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ABCs of CRM
It’s Time for Email!
Sheeraz Haji
GetActive Software
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5 Tips for Success Online
1.
Take advantage of email
– Collect email addresses
– Make it easy for subscribers
– Quick response; targeting
2.
Establish regular interactions
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–
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Know your audience
Personalize and localize the message
Close the loop
3.
Market your programs
– Take advantage of viral marketing
– Leverage partners
– Integrate selling with other communications
4.
Optimize media and write compelling content
5.
Track results, and follow what works
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Economics
Direct Mail
Email
Production Costs
$16,000
Delivery Costs
$50,000
$3,750
Up-front Creative Costs
$20,000
$1,000
Total Cost of Campaign
$86,000
$4,750
Response Rates (Acquisition
& Conversion)
2%
8%
Cost / Conversion
$43
$0.59
Execution Time
Three months
Three days
Response Time
Three weeks
Real-time
Personalization
Limited
One-to-One
Targeting
Limited
Sophisticated
Feedback
Limited
Direct
*
All costs based on a mailing to 100,000 members
Sources: Jupiter E-Mail Marketing (April 2000); GA Analysis
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Rapid Intelligence
 Real Time Reporting
 Campaign Comparisons
 Targeting Data
 Testing and Adjusting
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Establish Regular Interaction - Data
 Demographic data
 Preferences
 Behavioral data
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Establish Regular Interaction – Program Emphasis
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Establish Regular Interactions - Test
Vs.



Lower unsubscribe rates
35% click through rates
Direct Ask
8 times more revenues Acquire email
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

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Ask for $
Build the Relationship
Acquire email
Solicit preferences
Offer value-added HTML
report
Provide feedback
Ask for $
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Market Your Programs: Viral Campaigns
Results
Subscribers alerted:
12,440
Response rate:
61%
Used Tell-a-Friend:
1,460
Avg. # Friends Told:
4.3
New subscribers:
2,000
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Integrate Ask with
Other
Communications
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

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


Education
Events
Newsletters
Advocacy
Volunteer
Direct mail
On-the-air pledge drives
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Optimize
Media
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Pitfalls to Avoid
 Data management (integration with offline
data, COA, un-subscribers)
 Privacy and spam concerns
 Performance and security issues
 New media problems (HTML, streaming
audio / video, flash)
 Stale content
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Time for Questions
• Call-in
800.989.9977
•
E-mail
[email protected]
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Betsy Harman
[email protected]; 773.728.4194
Paul Jacobs
[email protected]; 248.353.9030
Sheeraz Haji, GetActive Software
[email protected]; 510.540.6060
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