July 23, 2002PBS/NPR Interconnect 1 The ABCs of CRM Betsy Harman, PRISA New Basics Project Paul Jacobs, Jacobs Media Sheeraz Haji, GetActive Software Maria.

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)

• [email protected]

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

July 23, 2002 PBS/NPR Interconnect 11

July 23, 2002 PBS/NPR Interconnect 12

July 23, 2002 PBS/NPR Interconnect 13

July 23, 2002 PBS/NPR Interconnect 14

July 23, 2002 PBS/NPR Interconnect 15

July 23, 2002 PBS/NPR Interconnect 16

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

July 23, 2002 PBS/NPR Interconnect 18

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 20

Time for Questions

• Call-in800.989.9977

• [email protected]

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 41

Time for Questions

• Call-in800.989.9977

• [email protected]

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 53

Time for Questions

• Call-in800.989.9977

• [email protected]

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