For a recap of posts related to Constituent Relationship Management (CRM) … What exactly is a CRM… and why should I care? Steps to build CRM capabilities for an Extension program, and how long will it take? How collaboration across Extension leads to effective use of a CRM

How it all begins…

The benefit of operating in a CRM is it provides the ability to make data-informed decisions. Check out the way this dashboard fills the screen with targeted details about an ongoing set of outreach efforts—emails, text messages, and the like.

With dynamic feedback in front of you, showing how your audience is responding to recent outreach efforts, you can step up the pace of new messages. Or perhaps the better choice may be to switch gears and reach out to folks by phone because their email response rate shows up as lower than everyone else’s.

The CRM provides the info you need to make the best choice on process and timing. Now, let’s review varying levels of email delivery.

A-B-C basics: let the CRM deliver your message

From Salesforce, sending a single email is handled on a screen that, once you take a look, bears a resemblance to any webmail software. You’ll feel right at home crafting all the parts of the message, just Salesforce does the work when you click the Send button.

Options for customizing the email message mean you have added flexibility here. It enables you to communicate with your constituents in ways that align with your team’s plans for providing support.

For instance, the email can be sent from you or from the organization and you can modify this aspect on-the-fly (right before you send). An example: if the person receiving your email chooses to reply, you may need that reply to go to a group mailbox—as it is reviewed by the team, there’s a greater chance of reacting to it right away—so in that case, send out from the team’s group address.

Not only can you customize, but the message is saved as an “event” right in the CRM. Read on to find out more about message tracking.

Step it up! Smart tools for bulk email delivery

We already know there are times when a critical message needs to be sent out to a wider audience. Think of advertising the opening of registration for a new workshop. Or an advisory committee meeting has a new start time and all committee members need to be notified right away.

In the below screen shot, we see a sample Salesforce screen showing a list that has been filtered to reveal five people set to receive your next message. The purpose of this Pending Approvals screen is to restrict the actual delivery of messages until details are fully approved by the right person on your team.

Using a special set of features in the CRM, not only can you quickly send all five people an artfully designed template-based email — a process that from this screen requires exactly two clicks — but, in fact, you can also choose to pause for a moment and add personalized comments of your own.

NOTE: we will cover email templates in more detail in a future post

So, you decide to add a personalized message to one recipient. You would use a screen like the one below. On the left side of the screen, a text box for Introduction above, and an open text box for Conclusion below it, permit personalized comments to appear at the very top and, optionally, bottom of your beautiful, HTML-format message.

Not every email can be handled in this way, but for parts of your communication plan that are incredibly repetitive, this technique can add a lot of efficiency. It’s time I am sure you would like to gain back!

Message tracking — measure the results, improve as we go

Of critical importance to us as the total number of messages we are expected to send and receive shows signs of increasing dramatically, is appropriate analytics we can use to better predict how our outreach efforts will perform.

For example, your team just used the CRM to send a message out to a large group. So far so good.

The first draft was a wall of text, a step-by-step guide instructing each recipient how to carefully negotiate a sign-up process. Your team waits to see if every recipient follows through on the steps. Do they open the email? Will they read it all thoroughly?

Or… you suddenly recall another team member’s brainstorm of placing a visually appealing photo at the top of the message. Nothing compares to a photo of OSU Extension faculty immersed in an engagement with smiling young people, who are excitedly learning about forest ecosystems. So, you wonder, would that have been a better way to engage with this audience?

Thankfully, you have the CRM dashboards you can turn to for answers to these important questions! Check out the sample screen above, offering up an Email Performance report.

This is another reason we use the CRM. Through the power of advanced analytics gathering, it collects up vital details of key performance indicators such as email open rates, click rates — i.e how many times did the “Read more” button in that third paragraph receive a click — as well as the dreaded unsubscribe rates, which we all agree should never happen, because Extension info is just too fun and interesting!

NOTE: enhancing email message relevance as a means by which to prevent people from unsubscribing from emails is a critically important process. It is based on processes to which we can all contribute. More on this at a later time.

Conclusion and (a little) more to think about

If you are reading this far, I thank you for catching up on the power the CRM brings to managing message delivery and analytics data gathering.

Some related (and intriguing) features we haven’t yet talked about include:

• The CRM can send SMS text messages. too
• Pulling up one of your contacts in the CRM displays a history of messages you sent them via the CRM
• Microsoft Outlook plugins are available to bring some CRM capabilities right into standard emails
• Instead of manual delivery every time, certain messages can go out automatically, using customization options within the CRM

If you would like to hear more about any of these features, please reach out to me any time for discussion. I’m here to assist.

 

---

1. Reuse events from last year

Events on the Extension website automatically disappear from lists and search results once the date has passed. However, the records still exist in the system, so if an event occurs annually, you can reuse the content from the previous year. This has several benefits:

• You can save effort now by reusing work from last year. All you need to do is update the dates (and flyer if there is one).
• Visitors who may have bookmarked last year’s event (or find it through Google) will see current information if they visit the page again.

Instructions:

1. Go to the group content page for the group that you originally entered the event in.
2. If you remember the title of the event, you can search for it. Otherwise, you can select “Event” in the “Type” filter above the list of content.
3. Once you find the previous year’s event, click the “Edit” button next to it and update the dates. This will put it back in event lists and search results.

2. Store files in Box

Box is OSU’s file storage platform. Anyone with an ONID account can store unlimited files on Box and share them with other employees or the public. Box was created specifically for file management and has many useful features, including:

• File versioning – if the document changes each year, you can easily replace the old file with the new one without changing the link.
• Privacy settings – you can set files up so anyone (the public) can access them, only people who know a specific password, or only people with an ONID account

Instructions:

• There is documentation about using Box on OSU’s Box page and our Website user guide.
• Some tips for effectively setting up files in box:
  • To share a file or folder with the public, click “Share” next to it. Then, turn on the “Enable share link” toggle. It is very important that you set the dropdown below the share link to “Anyone with the link.” Otherwise people will need to log in with an ONID to see the file.
  • There is a link near the share link box for “Link options”. This is where you can set a password to protect the file or get the “direct download” link (which allows visitors to download the file directly without seeing it in Box first).
  • Be sure to set one of your coworkers as a co-owner or editor of the file, in case you leave or otherwise can no longer access it someday.
• When you have the “share link” for the file, create a program resource and select “External website” as the resource type. This will give you a field to paste the link.

3. Break up long pages

If you have long pages that are difficult to scan, there are options to make it a little easier: page section settings and nested pages.

Page sections:

For most page sections, you can configure:

• Background color (alternating background colors is a good way to break up the page)
• List style (you can make lists more condensed by using a “Text list” style, which doesn’t display images with items in the list)
• Section id (you can use section IDs to create a “table of contents” at the top of the page that links to sections further down)

Instructions:

1. Edit the page
2. At the top of where page sections are configured on the edit screen, there are two tabs: “Content” and “Settings”
3. When you switch to the settings tab, you can configure options for each section

Nested pages:

One of the best ways to help a long page is to break it up into several shorter pages. Then, to prevent the sidebar from getting unwieldy, you can nest the new pages under the original, so they only appear in the sidebar when the parent is selected.

Instructions:

1. Go to any program page that shows the sidebar and click the “Reorder Pages” button at the bottom.
2. On the next screen, you can drag the pages into any order you want. To nest one page under another, drag it under and to the right. When you’re done, click “Save order”.

4. Look at peers for ideas

One of the best ways for you to get ideas for your own pages is to look at pages from programs similar to yours. Here are some programs that have been set up with some of the website’s new design features and serve as good examples:

• 4-H
  • State
  • Clackamas County
  • Clatsop County
  • Crook County
  • Douglas County
  • Marion County
• BEPA 2.0
• Master Gardener
  • Josephine County
  • Lincoln County
  • Polk County
  • Umatilla County
  • Wasco County
• Tree School

5. Think about all your audiences

Programs produce content for many audiences, including:

• Prospective members
• Current members
• Volunteers/leaders
• Program faculty/staff

It is, in general, usually best to organize content according to audience, and depending on what audiences your program serves, we may recommend options outside of the Extension website for content (e.g. the Extension Employee Intranet or an OSU WordPress blog).

Another audience that all programs have but that often gets overlooked is the general public. There are many reasons why the public would be interested in content produced by a program, including:

• They utilize the services provided by program volunteers (e.g. MG plant clinics)
• They are affected by the program’s outcomes or impacts
• They want to learn the information taught to program participants, but for whatever reason can’t participate themselves

However, visitors often perceive program pages as being only for active participants in a program. So, if you produce program-related content for the general public, make sure it can be found through topic and county pages, where the general public is more likely to look.

Hello there, everybody. I’m here to share a little more info about basic CRM (Customer Relationship Manager) practices and especially about beginning to use the Salesforce CRM platform.

One of my posts introduced the Salesforce CRM platform.

And another one outlined the steps needed to design and build CRM capabilities for an Extension program, complete with timelines.

But in case you were still wondering, there are many practical (and simple) ways in which your program will derive benefits from the advance to CRM practices. Here are examples of powerful results you can expect from this new tool. Thanks for reading on!

Organize your contacts, see a history of their interactions.

A CRM’s core purpose is managing relationships. Those relationships you have with constituents, clients, agencies, and industry partners are the lifeblood of the work you do. You spend time interacting with them as individuals, other times as groups, and the CRM will help coordinate both.

You will benefit from the sophisticated ways it maintains information about the people with whom you collaborate and get work done.

The system will, yes, provide a simple phone number or email address you need to reach out. But at a glance, you’ll also see when the last time was that you had an interaction with that person and what the outcome was. In case you ring her up to answer a big question and she’s out of the office, not to worry. The CRM’s awareness of relationships between people lets you track down the contact info for her colleague inside that organization who’s also a contributor to the same project — problem solved!

Then type in a summary of that new conversation in the CRM, allowing you to access the details any time.

Likewise for relationships with Extension clients and constituents. Go ahead and pick up the phone for a conversation with someone who’s in the midst of submitting critical paperwork. You’ll have access to an interaction history for that person in the CRM, showing you what steps have already been done and so you are able to advise them about the next step, simply because you pulled up their detailed info before calling.

Send smarter emails.

Let me share this example from an earlier post.

Let’s imagine a class or workshop that just took place. The last hour of the workshop was dominated by a very interesting discussion topic. One idea the instructor can have is to follow up with even more relevant resources to enhance what the group is learning. The steps would look like this:

1. Login to the CRM immediately after class
   this makes the information timely and helpful
2. Create a custom email message; fill it with relevant links
   make use of an email layout with attention to branding and readability standards
3. The new email delivers out to the cohort
   the people from that class—the appropriate audience—see the email and experience the benefit
4. The cohort may continue the discussion
   include a link to a discussion board where they continue sharing ideas
5. Afterwards, extend the usefulness of the content
   flag that helpful content so it’s then used in an upcoming enewsletter – broaden the impact on a wider audience

Additionally, the CRM will allow for an increasing reliance on automating certain emails. Automatically deliver messages even for simple things like a note to say “thank you” after a person fills out interest forms on the Extension web site.

Consider the ability to send automated reminders for upcoming project due dates and important events. Has a calendar date come and gone and an important document hasn’t shown up? A well-crafted gentle reminder can make all the difference. Salesforce can be enabled to react to predefined conditions and automatically trigger messages to the appropriate people.

Your partners — relations and support.

Another key point of a CRM is that it is a database. It stores and organizes incredible amounts of information.

Using this data, you will be empowered to manage the many various aspects of working with a program partner.

Your team will want to research prospective new partner organizations. For each prospect, you’ll need awareness of each one’s presence, capabilities, and capacity in the various geographic regions your team serves. Simply record this complex info in the CRM.

As your team’s regional specialists plan outreach efforts, lists appear for them, each one pre-filtered to show relevant information for that region.

Maintain profiles of your partners that are accurate over time. Because your entire team has access to the shared data, their contributions to the system keep up with various changes for that partner. An important piece of the partner relationship is assessing and evaluating the efficacy of the work being done with them and you will save these details in the CRM to inform future efforts.

With established partners, those vigorous periods where the actual work is getting done will lead to new relationship management challenges. Make use of the CRM’s database features to design and manage workflows. Salesforce will be a quick and easy way to manage the sometimes complex communication plans you’ll need to customize for each partner.

Though its true the possibilities are endless, hopefully you’ll agree I have shed light on a few effective examples that will save your team time and energy? I look forward to answering any questions you may have.

 

---

---

We are headed your way!

Starting next week and continuing through October, EESC’s web team will be hosting regional Extension website training sessions across the state. Don’t miss this in-person opportunity to learn about the website and how you can contribute. RSVP to reserve your place.

Dates and locations:

Central Region:
Sept. 17 (Tue.), Wasco County Office (The Dalles)
Sept 18 (Wed.), Deschutes County Office (Redmond)

Western Region:
Sept. 24 (Tue.), Marion County Office  (Salem)

Coastal Region – North:
Sept 26. (Thur.), Tillamook County Office (Tillamook)

Southern Region:
Oct. 2 (Wed), Klamath County Office (Klamath Falls)
Oct. 3 (Thur.), Josephine County Office (Grants Pass)

Metro Region:
Oct. 17 (Thur.), Washington County Office (Beaverton)

Coastal Region – South:
Oct. 22 (Tue.), Coos County Office (Myrtle Point)

Note: Eastern Oregon workshops were held in April.

Agenda

Each workshop will have a morning and afternoon session. Try to attend both sessions if possible.
Note: The Wasco and Deschutes County workshops have different start and end times, 11:00 am – 5:00 pm.

Morning session (10:00 am to 12:00 pm)
The morning session will include an overview of the Navigator project, understanding the differences and purposes of office, program, and content team groups, updating your website profile, tagging, and basic content creation.

Lunch break (12:00 pm -1:00 pm)

Afternoon session (1:00 pm to 3:00 pm)
After lunch we’ll dig deeper into managing landing pages, content types, tagging, best practices, tips and tricks, how to avoid duplicating content, and answering your questions.

 

Do I need to do any preparation before the workshop?

No. However, you’ll get more out of the workshop by learning about the Navigator project and skimming through the website guide beforehand.

What should I expect?

The format will be a combination of lectures, how-to demonstrations, one-on-one assistance, advice, and learning from your peers.

What should I bring?

Your ideas and questions

A WiFi enabled laptop, tablet, or pair up with a colleague.

Bring anything you want to add to the website on a flash drive, or on your laptop. We’ll show you how to add it to the website.

What will I learn?

You will learn: How to create and edit content. What tagging is and why it is important. Your role within your office, program or content team. And where to get your questions answered as you learn how the website works.

RSVP

If you are planning on coming to a workshop, please RSVP to ensure we have enough room for everyone.

The past couple of weeks sparked some new possibilities to test out, in hopes of resolving ongoing requests from content teams. Everyone has a role in making this possible. What then is the role of the content strategist? It involves listening for commonalities, looking for bright spots, and asking questions to facilitate people thinking about strategy.

Currently, group conversations have generated insight into:

1. Facilitating workflows that can support a new way of doing things.
2. ­­Creating a way to share human interest stories that show the value of Extension’s work.
3. Improving access to resources in ways that audiences want.

1) Workflows

A lot goes into identifying, writing, reviewing and tagging content that only experts in the subject can do. Entering, coordinating and managing educational content by the content team, however, needs further discussion.

Events, announcements, newsletters, and county focus areas can all still be managed by the county office groups. Educational content, however, shifted to the program areas. Regardless of where faculty are stationed, the content is valuable regionally and statewide, and no longer seen as tied to a county. Who then is best to enter and manage this content of the statewide teams? How do we leverage existing resources to do so?

Some new ideas include:

• Write into your annual work plan 5% of website responsibilities that go beyond creating and updating content, so that your time as a team member is acknowledged and supported.
• Shift responsibilities and offer incentives, so a champion wanting to spearhead this innovative change can take time to set up topic pages and tagging guides as needed to organize and maintain content.
• Leverage support professionals from the program area, such as education program assistants or research assistants, to learn the entry, tagging, and coordination processes.

2) Stories

“We need to capture the essence of who we are as a community in Extension and how we meet the needs of our communities,” said Anita Azarenko recently at the Quarterly Conversations. She asked, “How do we put feeling back into our website?”

Content analysis published in the Journal of Applied Communications* found the majority of awareness campaigns on agricultural websites used logical appeals with education-based and fact-based content. However, content with emotional appeals can be more effective in connecting with and being remembered by web visitors.

Stories showcase the value of what we do for the public by putting a face to our work. Publishing stories ourselves in addition to media coverage can increase the longevity and reach of our stories, and help show people how they too can benefit by being engaged with our programs. EESC is moving forward to capture these stories and to find the best way to showcase them online.

3) Audience navigation

Technology can level barriers for some, and be a learning curve for others. Audiences come with all different preferences and skill levels. The new content management system helps to customize how content is displayed, even for the audience that just wants a straight list of resources in one place.

Topic landing pages came out ten months ago so teams could organize the content based on audience needs and interests. The “custom topic sections” can gather similar content under easy to skim headings. Keywords (which are now easier to modify) can help filter less relevant content. Links to these resources can still be reached from county page focus areas if people enter the site that way, and topics continue to evolve based on content developed and how audiences look for it.

We’ll continue to work with faculty on improving audience access to resources they depend on in the coming months.

Web updates

• A recording is available from Quarterly Conversations on Extension’s digital strategy.
• Updates to the faculty and staff directory fixed filter functionality, added new filters and fixed links to county, program and unit/department on profile pages
• A pesticide safety disclaimer is now an option to add in English or Spanish on articles (just check the box on relevant content)
• Content that appears in web-based newsletter issues and or collections now have an attribution stating this connection.

* Assessing the Content of Online Agricultural Awareness Campaigns Joy N. Rumble, Quisto Settle, and Tracy Irani, This research is available in Journal of Applied Communications: https://newprairiepress.org/jac/vol100/iss3/10