If your marketing mix is primarily email and mail, you may not be reaching a significant number of prospects. Worse, if your customer service is email and phone-based, your members may find your association disengaged and slow to respond.
You need to go where your members are. That could mean text, twitter, or Facebook. And, remember — even if your current members are happy with your communications channels, the rapid pace of social media adoption means they won’t be for long. You may already be missing students and new professionals.
Video gamer publisher, Activision are seeing customers abandoning the phone and flocking to Twitter and Facebook so they had to ‘meet the gamers where they are’. They demo’d an experience whereby a customer service phone exchange brings up the users’ social profiles (e.g. Twitter, Facebook) and what devices they use. For example they can see customer Joe Bloggs is an iPhone user and can start a Facetime conversation with him and solve the problem there and then.
Lynn O’Connell is the Creative Director of O’Connell Meier, a digital + direct marketing firm serving national trade and professional associations.
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