lim orlando 2015 7- rs-final

Social Media Strategies for Chapters

Deborah Walker M.Ed., Andrea GreeneSteven A. Shapiro, PMP, PMI-ACP, CLSSGB; Anca Slușanschi, MSc, PMP8 October 2015This presentation was developed with support from PMI volunteers Michael Frenette, Kindra Howard and Chase Friedman and case studies from PMI Chapters.

Chapters and social media

Chapters are agile! Chapters often have limited resources

Target the right people (buyer personas)

Watch your competitors or peers

Develop your key messages

Build your content plan

Choose your channels

Create measurable objectives for goals

Identify your goals (and focus on one or two)

Start with a strategy

Maintain focus!

Components of a Buyer Persona

Demo-graphics

Pain Points

Values

ResearchPriorities

Identifying Factors

Psycho-graphics

Changes to Facebook in 2015

Reduction of promotional content in News Feed

Spherical videos

Integration of messaging app into e-commerce sites

Facebook messenger payments

Reply to messages using apps like GiphyFacebook videos can be embedded elsewhere online

Create video playlists

Comments on articles elsewhere will appear on Facebook (e.g.,HuffPo, Buzzfeed)

Control household devices from Facebook

App analytics for developers

Targeted product ads

Multiproduct adsA/B testing for ads

User prioritization of News Feed

Limited resources for creation? Try curation.

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2.5 quintillion bytes of data created each day

90% of data has been created in the last two years

Source: http://www-01.ibm.com/software/data/bigdata/what-is-big-data.html

Limited resources for creation? Try curation.

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On August 24, 2015, 1 in 7 people on Earth used Facebook

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So what are brands

supposed to do?

Work hard to block

and ignore brand

messaging

Do not trust branded content

Expect brands to be present on social

media

Research shows that consumers…

So what are brands

supposed to do?

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So what are brands

supposed to do?

Engage on consumers’

terms

Provide fast,

responsive customer

care

Collaborate to make better

products

Consumers want brands that…

=SOCIAL BUSINESS

Stand for something

Get people talking to

each other

Social Business

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Social media may “live” in the marketing or PR department,

but it should impact and benefit every aspect of your organization.

Social business mattersbecause it helps

employees and customers become part of an

organization’s success

Free and low cost tools I like

Why chapters use social media

• Free/low cost communication

• Increase event attendance

• Member acquisition / retention

• Peer pressure

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Common challenges of chapters

• Fail to plan, plan to fail

• Too much, too soon

• Superstar syndrome

• It’s all about me

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How chapters can succeed

• Habit 2

• Walk before you run

• Develop a bench

• Let’s talk about you

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Case Study 1: PMI Chicagoland

• First PMI Pinterest site*• Focus on Academia• 54 Pins thus far• Auto-posts to Facebook

extending reach to 4,271 followers

• Simple execution• Clear, informative, structured

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*that we know of

Case Study 2: PMI Manaus

• Started using Facebook in January

• Post content every day• Started with 200 people, now

they have 2000 people• 2 Directors & President manage

Facebook account• Better solution for the chapter

than email• Hope to convert followers to

members

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Case Study 3: PMI Guatemala

• Sought to increase chapter members

• Publish content of at least 1 link, article, etc. per week

• Also used Facebook Events to gain attendance

• Used both Facebook Page and Facebook Group.

• One communication person plus one additional volunteer

• Steady increase in members

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lim orlando 2015 7- rs-final

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