A case study on creating a Social media task force at PMI for region level social engagement

1. PMI® Leadership Institute
Meeting 2019─Asia Pacific
#PMILIM
Developing a Social Media strategy for your
Chapter
23 February 2019 | Penang, Malaysia
Syed Nazir Razik, PMI-ACP
Vice President, PMI Chennai

2. Agenda
• Why Social ? Why strategize
• Steps to a good Social media plan
• Inbound strategies in Social media
• Network strategies to power social media
• Plan and Measure
• Case study on Region 11 social media task force
 Strategies adopted and outcomes achieved
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3. Newsletters move over, Social is here
• Average open rate of emails is 18.8 in IT Industry
• Click rate is less than 2%
• Mail opt-in rate 1.95%
• 58% of emails opened on mobile devices
• Spammy subject lines are a definite “NO”
• 98% increase in engagement on videos
• Stricter laws, steep penalties, more work overhead
managing email databases
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4. Steps to good social media plan
• Plan,
• Strategize,
• Measure,
• Act
– Clarity
– Focus
– Predictable execution
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Member
Network
Access
Engage
Customize
Connect
Collaborate
Ensure
Credits: Dr David Rogers, Columbia Business School

5. Inbound Content to rule Social Media !
• Blogpost, checklist, infographic, ebook,
how-to videos, tip sheets, Salary reports
are top content formats to build
Awareness Stage
• Member testimonials, Guest pass, case
studies, topic focused webinars at
Evaluation stage
• Conference coupons or member only
loyalty discounts, Social reviews, Likes
and shares, exclusive sessions, early
bird options at Conversion stage
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Awareness
Evaluation
Conversion

6. Strategies for Digital Engagement ! (adopt any 1 or 2)
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Access • Customers are drawn to Immediacy of content across
devices and medium
Engage • Become a source of valued content to your
members.
Customize • Make your content adaptable to member needs.
Connect • Become part of your members conversations
Collaborate • Invite members to help create content and your
chapter

7. Audience Segmentation and Persona Mapping
• Check your audience demographic across all social channels
• Decide your network strategy based on segmented audience
• Younger millennial audience = Engage, collaborate strategies
• Older Gen X audience = Connect, Customize strategies
• Creating persona helps target campaigns better, laser focus
content
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8. Plan your goals ! (S.M.A.R.T)
• Social media is about short and medium term
goals
• Decide your brand voice
• Every post should share information followed
by call to action
• Create a Social content calendar
• Understand “the job to be done”
• Focus to sustain innovation and EVA
(economic value added)
•
8Credits: Chris Christensen, Harvard Business School

9. Region 11 Social Media Taskforce : Case Study

10. Social media taskforce journey
• National and Regional conferences in India hosted by different
chapters each year.
• Different marketing teams, different approaches Each chapter was
reinventing the wheel
• PMI Region 11 meeting, Colombo 2018 – “ Eureka ” moment
• Identify talent from each chapter to contribute to the Social
engagement leading to #PMNC18
• Unified messaging, synchronized campaigns and relayed approach
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11. 11
The Social Media Task force !

12. Collaborate Strategy across Region 11 Chapters
• Identify talent across all chapters to connect on a
common platform for a common cause
• Allowing contributors to come up with their ideas helping
towards final outcome
• Keeping the team aware of social media policies and
guidelines
• Continuously measure outcomes and adjust the sails
• Report results and celebrate wins !
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13. Outcome and benefits
• Ensured the team remained aligned every week in the campaign
• Short feedback loops (first 72 hrs of each campaign was measured
and posted) Collaboration on Whatsapp.
• Results increased collaboration to improve numbers
• Volunteer started taking more accountability and shared learning
• Shorter time to complete complicated tasks
• Leverage the power of the network to promote chapter conferences
and events
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14. Thank You !
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15. Disclaimer
• The views and opinions expressed in the following PowerPoint
slides are those of the individual presenter.
• These PowerPoint slides are protected under the copyright laws
of the United States of America and other countries. Used by
permission. All rights reserved. Project Management Institute
and PMI are registered trademarks. All other trademarks are the
property of their respective owners.
• The PowerPoint slides are for registered attendees of the
PMI® Leadership Institute Meeting 2019―Asia Pacific.
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