july 23, 2002pbs/npr interconnect 1 the abcs of crm betsy harman, prisa new basics project paul...
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July 23, 2002 PBS/NPR Interconnect 1
The ABCs of CRM
Betsy Harman, PRISA New Basics ProjectPaul Jacobs, Jacobs Media
Sheeraz Haji, GetActive SoftwareMaria Thomas, NPR Online (Moderator)
July 23, 2002 PBS/NPR Interconnect 2
• Date & TimeTues. July 23, 2002; 5:00-6:30pm ET
• SatellitePRSS Pid # 02-L00-00001; Freq: A72.3 Mono
• Webcast (Live and archived)http://www.npr.org/ramfiles/interconnect/20020723.interconnect.ram
• Call-in800.989.9977 (line open July 23 at 5:00PM ET)
July 23, 2002 PBS/NPR Interconnect 3
CRM Is Hot!
Betsy Harman
Project Director, PRISA New Basics Project
July 23, 2002 PBS/NPR Interconnect 4
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 CostsIncreased 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.
July 23, 2002 PBS/NPR Interconnect 5
Influence of E-Mail on GivingStanford E- Newsletter Study
01020304050607080
All FY 99Donors
FY 99Lapsed
FY 99Non-
Donors
Recipients @Stanford Non_recipients
July 23, 2002 PBS/NPR Interconnect 6
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
July 23, 2002 PBS/NPR Interconnect 7
Key to Successful CRM ImplementationDifferent Departments Working Together
Successful Implementation
Successful Implementation
MarketingProgramming
Membership
Customer Service
ITDatabase
New Media
July 23, 2002 PBS/NPR Interconnect 8
July 23, 2002 PBS/NPR Interconnect 9
XPN E-Renewals with Pre-populated Forms
July 23, 2002 PBS/NPR Interconnect 10
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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
July 23, 2002 PBS/NPR Interconnect 17
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July 23, 2002 PBS/NPR Interconnect 19
A long way to go to create true CRM
Share IdeasTest, Test, TestWork together
July 23, 2002 PBS/NPR Interconnect 21
CRM In Commercial Radio
Paul Jacobs
Jacobs Media
date/time
July 23, 2002 PBS/NPR Interconnect 22
Programming/Web Site Integration
• Integration is key to maximizing Web efforts• “Pinballing” makes programming “3- dimensional”• An interactive Web site increases usage:
– Email database– Web traffic– Fundraising outlet– Membership renewal– Increased station listening/interest– Streaming
July 23, 2002 PBS/NPR Interconnect 23
CRM In The Commercial World
• It’s “halftime” for database development, but…• Database development has been inconsistent• The 20% goal• Email databases aren’t being maximized
– 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
July 23, 2002 PBS/NPR Interconnect 24
Exclusive Online Prizes
July 23, 2002 PBS/NPR Interconnect 25
Weekly E-Mail
July 23, 2002 PBS/NPR Interconnect 26
Major Station Promotion
July 23, 2002 PBS/NPR Interconnect 27
Petition Drive
July 23, 2002 PBS/NPR Interconnect 28
Petition Drive
July 23, 2002 PBS/NPR Interconnect 29
Multi-Layer Promotions
July 23, 2002 PBS/NPR Interconnect 30
Database Capture/Flash
July 23, 2002 PBS/NPR Interconnect 31
Database Capture:Internet Advantage
July 23, 2002 PBS/NPR Interconnect 32
Voting
July 23, 2002 PBS/NPR Interconnect 33
Associate With Current Events
July 23, 2002 PBS/NPR Interconnect 34
E-Mail Newsletters
July 23, 2002 PBS/NPR Interconnect 35
Email Club Branding/Pop-Ups
July 23, 2002 PBS/NPR Interconnect 36
Web Polls
July 23, 2002 PBS/NPR Interconnect 37
Personality Access
July 23, 2002 PBS/NPR Interconnect 38
Sponsor Tie-Ins
July 23, 2002 PBS/NPR Interconnect 39
Database Promotions
July 23, 2002 PBS/NPR Interconnect 40
Database Promotions
July 23, 2002 PBS/NPR Interconnect 42
ABCs of CRM
It’s Time for Email!
Sheeraz Haji
GetActive Software
July 23, 2002 PBS/NPR Interconnect 43
5 Tips for Success Online1. Take advantage of email
– Collect email addresses– Make it easy for subscribers– Quick response; targeting
2. Establish regular interactions– 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
July 23, 2002 PBS/NPR Interconnect 44
* All costs based on a mailing to 100,000 membersSources: Jupiter E-Mail Marketing (April 2000); GA Analysis
Direct Mail EmailProduction 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
Economics
July 23, 2002 PBS/NPR Interconnect 45
Real Time Reporting
Campaign Comparisons
Targeting Data
Testing and Adjusting
Rapid Intelligence
July 23, 2002 PBS/NPR Interconnect 46
Establish Regular Interaction - Data
Demographic data Preferences Behavioral data
July 23, 2002 PBS/NPR Interconnect 47
Establish Regular Interaction – Program Emphasis
July 23, 2002 PBS/NPR Interconnect 48
Direct Ask Acquire email Ask for $
Build the Relationship Acquire email Solicit preferences Offer value-added HTML
report Provide feedback Ask for $
Vs. Lower unsubscribe rates 35% click through rates 8 times more revenues
Establish Regular Interactions - Test
July 23, 2002 PBS/NPR Interconnect 49
Results
Subscribers alerted: 12,440
Response rate: 61%
Used Tell-a-Friend: 1,460
Avg. # Friends Told: 4.3
New subscribers: 2,000
Market Your Programs: Viral Campaigns
July 23, 2002 PBS/NPR Interconnect 50
Integrate Ask with Other
Communications
Education Events Newsletters Advocacy Volunteer Direct mail On-the-air pledge drives
July 23, 2002 PBS/NPR Interconnect 51
Optimize Media
July 23, 2002 PBS/NPR Interconnect 52
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
July 23, 2002 PBS/NPR Interconnect 54
Betsy [email protected]; 773.728.4194
Paul [email protected]; 248.353.9030
Sheeraz Haji, GetActive [email protected]; 510.540.6060