IABC UK Survey of communication professionals and members within the UK

LOGO AREA
IABC UK Insights and Feedback
Survey
12 Jan – 23 Jan 2015
132 respondents

Purpose
• Identify topics UK communicators would like IABC to
address
• Help us better understand our audience: members
and prospective members
• Gather insights into people’s motivation for joining
professional associations like ours
• Inform our 2015 strategy and beyond
europe.iabc.com/uk/ 2

Prize Winner
• Survey participants were entered into a draw for a
chance to win* a year’s free membership
• Congratulations to our winner!
John Gannon
Head of Content & Channels at Home Office
* membership worth approx £250

Key Take Aways
• Overall, IABC UK has delivered on expectations
(73%) but there’s a need to continually innovate to
retain members and engage new members
• Members are very willing to be more involved in our
activities

Q1: Are you an IABC member?
• Answered: 132 Skipped: 0

Q2a: What would make you decide to
become a member?
31.8%
22.4%
16.5%
11.8%
10.6%
7.1%
Value for money /
Monetary incentives
Networking & Events Knowledge sharing More information Reputation Personal development
opportunities

Q2: What would make you decide to
become a member?
• VALUE FOR MONEY / MONETARY ENTICEMENT
I'd love to, but as I
work in a very early
stage start-up I don't
have any budget for
memberships
As a contractor, need to see
this benefit as beyond
networking and the provision of
resources but as a definitive
way in which to source my next
paying assignment.
Unless, of course, membership
was free of a nominal sum
Less expensive
membership fees.
Reduced fees for
freelancers
Great Networking and
insight potential, along
with more interesting
events.
The right value
equation
I want value for money
and something I couldn't
get from a Linkedin group.
Discounted training and
conferences for example.
Free
membership
trial

become a member?
• NETWORKING (VIRTUAL AND FACE TO FACE)
Regular mix of events,
formal and informal,
with great speakers.
As I am not based in
London, opportunities to
network online and take
part in live webinars and
sessions.
Interesting and
relevant discussions
and events
Valuable tools
especially social,
interactive events and
online interaction with
you To connect with a
business network
aligned with my
professional
experience. Refresh -
challenge - share...
Opportunity to improve
my personal skills, to
develop my
professional network
Great Networking and
Insight potential, along
with interesting meet
ups.

become a member?
• KNOWLEDGE SHARING
Sharing of innovation
and best practice
with in-hose peers,
rather than agency-
led 'sell stories'.
A feeling that the
organisation has
something different to
offer from existing
associations in the UK
that do the same
Interesting and
relevant discussions
and events
Valuable tools
especially social,
interactive events
and online
interaction with
you
Strong interest to
acquire relevant and
valuable knowledge
and contacts.
Topics that align with
my specialities

become a member?
• REPUTATION
Knowing IABC is an
organisation worth
joining.
if it became important
within the IC function to
become a member such
as it feels to be a CIPR
member (professional
body)
I think I'd also need to
be higher up in my
career.
If I can get something
that is innovative, non-
conventional I would be
happy to become a
member.

become a member?
• MORE INFORMATION
Clear information on
how to join.
I would need to
know more about
the benefits it
offers.
Understanding what
value it would add to
my career.
Curiosity
Understanding more
about the value of
membership.
How is IABC more
relevant than CIPR to
which I belong or IoIC
and Melcrum which I
follow?

become a member?
• PERSONAL DEVELOPMENT OPPORTUNITIES
Opportunity to
improve my personal
skills, to develop my
professional network
Evidence that the
financial investment
would pay for itself in
terms of professional
development.
Practical access to
training materials and
networks
Opportunities to take
part in live webinars
and sessions.

Q3: What was the reason for joining
IABC UK in the first place?
26.8%
22.0%
14.6%
12.2% 12.2%
7.3%
4.9%
Networking Knowledge sharing Other Professional
development
Referral Monetary Promotion Reputation
• *Other includes: Accreditation, Awards, Mentoring, World Conference

http://europe.iabc.com/uk/
COMPARISON
Motivation to join now Reason for having joined
26.8%
22.0%
14.6%
12.2% 12.2%
7.3% 4.9%
31.8%
22.4%
16.5%
11.8% 10.6%
7.1%
• Insight: Networking and Knowledge sharing high on both agendas but
monetary incentive crucial to decision-making for new joiners
*Based on 33 respondents *Based on 99 respondents

Q4: To what extent do you feel that IABC
UK has delivered on your expectations?
europe.iabc.com/uk/
73%
27%
Fully & Fairly To some extent & Not at all
15

Q5: Why do you say that?
• POSITIVE COMMENTS
Interesting events
and people
I regard the IABC as a
reputable source of
information and have met
several professional
colleagues who are also
members.
I got more than I
bargained for!
Resources, networking,
events, international
contacts - and friends!
It's helped me a
lot in my career.
The more you put into
IABC, the more you get in
return.
Not least in a world class
network.
Online
resources are
very good.
europe.iabc.com/uk/
Haven't been
able to get to as
many events as
I'd have liked
16

Q5: Why do you say that?
• CONSTRUCTIVE CRITICISM COMMENTS
There seem to be relatively
few events and it would be
good if they were more
challenging and thought
provoking.
I would like to see more
UK specific content,
research, articles and
debate or solutions to
challenges
communicators in UK
face at work.
It has been very
up and down
over the years re
what events are
held and their
quality.
IABC Discovery site
has room for
improvement in
terms of functionality

Q6: What role best describes your
career at this point?
Non-Members Members

Q7: How are you currently working?
Non-Members Members

Q8: What area of Communications
best describes your discipline?
Non-Members Members

Q9: What is your key communication
challenge at work?
16.7%
13.1%
11.9% 11.9%
9.5%
7.1% 7.1% 7.1%
4.8%
3.6%
Adopt
emerging
digital and
social media
Senior
management
buy-in &
engagement
Align
communication
strategy to
business goals
Influencing
stakeholders
Build advocacy
and global
communities
Growing
network
Measurement
and evaluation
Personal
development
Keep up with
fast moving
industry and
new thinking
Embedding
change

Q9: How may IABC help you address
this challenge?
europe.iabc.com/uk/
• Share best & poor practices in communication strategy (guest
presenters and latest thinking through case studies discussed
in a live event)
• Encourage more and deeper conversations with business
• Share useful strategic perspectives on advising senior leaders
• Becoming the go-to association in London for international
connections
• Access to coaching and other guidance opportunities
• Grow membership dramatically
• How to grow your network – “IABC is already doing great things
for me in that respect”
22

Q10: What priorities should IABC UK
focus on?

Q11: Thinking of your own personal development which
of these should we focus in 2015 via our IABC UK blog,
events and other activities?
• TOP THREE PRIORITIES
europe.iabc.com/uk/
36%
33%
31%
Translating data into insights
Business acumen
Coaching and mentoring
24

Q11: Thinking of your own personal development
which of these should we focus in 2015 via our IABC
UK blog, events and other activities?
• ALL PRIORITIES
europe.iabc.com/uk/
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
Translating
data into
insights
Business
acumen
Coaching
and
mentoring
Developing
personal
brand
Digital
technologies
Social media
skills
Managing
digital
footprint
Writing and
storytelling
Digital video
and
photography
skills
Presentation
skills
Writing for
Twitter
25

Q12: On which of these topics would
you like to hear more from IABC UK?
europe.iabc.com/uk/
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
Comms strategy 37.04%
Innovation in comms 37.04%
Change comms 29.63%
Developing the C Suite 29.63%
Measurement 25.93%
Stakeholder relations 25.93%
Global campaigns 22.22%
Reputation mgt 22.22%
Social media 22.22%
Digital comms 18.52%
Channel delivery 14.81%
Employee engagement 11.11%
Crisis mgt 7.41%
Mobile apps 7.41%
Corporate websites 0.00%
Marketing communications 0.00%
26

Q13: Would you be willing to get
involved in these IABC UK?
europe.iabc.com/uk/
52.38%
40.48% 39.29%
36.90%
23.81%
Write an article for IABC
UK blog
Promote events with your
social followers
Become a mentor Speak at a future event Help organise an event
outside London
• TOP FIVE CHOICES
27

Q13: Would you be willing to get
involved in these IABC UK?
europe.iabc.com/uk/
• OTHER CHOICES
23.81%
21.43% 21.43%
19.05%
16.67%
14.29%
13.10% 13.10%
9.52%
2.38%
Volunteer your
time
Feature in an
IABC UK
video
Join the IABC
UK board
Host an event
at your office
Share your
research with
IABC UK
members
Advertise jobs
to IABC UK
members
Offer your
digital and
social media
skills
Run a virtual
training
session or
webinar
None of the
above
Sponsor an
event
28

Q14: Which IABC UK communication
channel you find most useful?
europe.iabc.com/uk/
67%
59%
54%
47%
45%
34%
31%
13%
8%
LinkedIn
Group
Website Direct email Newsletter Twitter Slideshare YouTube Pinterest Flickr
29

Q15: Why is that, please elaborate.
Surprisingly I have not had
much contact with IABC to
date - but you sound
interesting!
Social channels are great
for sharing comments, but
it's also good to have
direct information.
Slideshare is a
great tool,
YouTube can be
useful as long as
the content is
targeted and not
too long.
I have only connected with
the IABC on LinkedIn and
have only just browsed the
website but will look at your
other channels more.
europe.iabc.com/uk/
I wasn't aware of
the other
channels.
30

Q16: Do you have any other comments,
suggestions or feedback for IABC UK?
Great to see this survey, has
made me aware of additional
channels that I'll check out.
You're welcome to guest
blog at any time.
I think this survey is a
great start and at a time
when I'm considering
which professional body
to subscribe to next,
Thank you for your
contributions, inspiration and
good work - it's good to know
there are professional
associations like yourselves
who communicators can
connect to.
The mentoring and
coaching would be
very useful for persons
such as myself with
regards to developing
best practice
europe.iabc.com/uk/
The new
generation is
doing a fine job
Thank you - lots of energy
this year and it feels as
though there's a lot to
build on.
I hope this carries on!
31

LOGO AREA
THANK YOU
To everyone who took part or helped us promote this survey.

Want to stay in touch?
europe.iabc.com/uk/

LOGO AREA
PROPOSED ACTIONS
To be approved by the Executive Board

• Re-evaluate current focus of activities to reflect audience needs
• Continue to reassert IABC UK selling points
• Continue to expand partnerships to get additional discounts for
members
• Boost networking offering
• Follow up on offers of help from members
• Maximise mentoring programme

IABC UK Survey of communication professionals and members within the UK

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