This document discusses PMI India's transformation into a top social media brand through their digital engagement strategy. It outlines how PMI India increased their social media following and engagement between January and February 2016. It also discusses how millennials are heavily influenced by social media and the return on investment of PMI India's social media efforts. The document provides recommendations for chapters on developing a social media presence and capabilities. It emphasizes that leaders need to engage on social media to connect with customers, partners, and younger generations.

1. (Super brand)ing through Social Media
A PMI India Case Study
Syed Nazir Razik
March 06, 2016

2. Agenda
 Transformation Journey of PMI India as a Top Social brand
 ROI indicators of Social Engagement of the Brand
 Millennial behavior and Social engagement
 The Don’ts of Social Engagement and Social Policy
 (Social) Media as strategy for community engagement
 Why Leaders have to be Social
 Recommendation on Road ahead for PMI Chapters
 Mentoring Support from PMI India on Social

3. What is Super Brand
 A product or service that transcends
beyond its target market in terms of
reputation, engagement and utility
within an industry domain
About Region 11
 Region 11 is the 3rd. Largest
organizational market for PMI.
 Poised for 7% economic growth
 Much younger working population

4. PMI India Digital Engagement
 Scope
 Leverage the existing digital
assets and revive the PM
Community on Social Media
 Use the social media channels to
promote conferences and events
 Build corporate advocacy
furthering the cause of Project
Management
A Case Study

5. Social Media Impact
Jan 6, 2016
Feb 28, 2016
A Case Study

6. Millennials adopt Social Media
 Millennials and Gen Z
constitute 94% of
Social media page
 64% access social
media through
Smartphone
 Geographic distribution
A Case Study

7. Lead traffic through Social Media
Hash tag tracking #pmrc16
bit.ly/pmrc16
bit.ly/pmrc16stream
Periscope views 180+
A Case Study

8. ROI Calculator
 15 % is the lead conversion
 #pmrc16 Registration = 49
 #pmrc16 Web streaming = 14
 Engage with Gen Z and Millennials
 Financial revenue is a by product
 Create brand goodwill
 Increased chapter visibility across
boundaries
 All at near Zero costs
A Case Study

9. Why Millennials matter ?

11. Influencing factors of Millennials @ Team

12. Why Leaders need to be Social
 Social media changes the way we innovate,
collaborate, serve our customers, evangelize our
mission purpose, motivate our team members
and build accountability
 Community wants to be heard !
 Transparency has become pandemic !
 Adapt or you may not survive !
 Brand evangelism has become low cost
 Social empowers collaborative leadership
 Social has enabled a strong voice for consumers

13.  Meet your customers where they are now
 35% of CEO’s of Fortune500 are on Social
 Terrific Marketing channel
 Potential to address 84 million millennials
 Helps connect with vendors and partners
 Helps forge cross border alliances
 Social commands charisma and respect
 The community is always on lookout for brand captains
and Tribe leaders
Why Leaders need to be Social
Src: http://mashable.com/2013/08/07/fortune-500-ceos-
social-media/

14. Social Media empowers the Servant Leader
Servant Leaders :
 Are self-aware.
 Listen.
 Share the power.
 Help other people grow.
 Coach people, not control them
 Collaborates , not dictates
 Unleash the Wisdom of Crowd.
 Work to develop their foresight, so they can act, not react
 Doesn’t control team member actions but suggest

15. Steps to Social Media capability (Chapter)
 Assess fitness of your team to Social Media culture
 Identify Social Media Champions in your chapter
 Evangelize the power of Volunteering
 Alternatively connect with a Digital Native to orient your
team on Social Media
 Set the platform and tools with the help of experts
 Define control mechanism for Social Credentials
 Engage in authentic, cooperative and transparent voice
 Build damage control mechanisms to address
inflammatory tweets

16. Steps to Social Media - 2
 Demand Segmentation based on Age and Gender
 Content aggregation for each segment
 Unifying the social content to chapter strategy
 Integration of all chapter communication with Social
 Integrate third party sites and references with url shortners
 Constantly measure engagement and align accordingly
 Connect with influencers within the community
 Listen and be ready to respond fast

17. Don’ts of Social Media
 Don’t consider Social media as a fad
 Don’t think social is frivolous and for kids
 Don’t use social media just as a PR for events
 Don’t just be Broadcasters
 Don’t assume social as anti enterprise
 Don’t outsource social media
 Don’t be rude, negative or reprimanding
 Always be aware that you represent a brand and
thereby maintain a decorum or speech
More .. http://socialmediagovernance.com/policies/

18. Social Media Guidelines for PMI Chapters
• Questions to ask yourself before you
begin your Social Media Journey for your
Chapter
• Branding your social media space
• Profiles | Moderation Policies |
Administrative Settings
• Engaging your Social Media Community
• Governance
• Measuring Success

19. The Road Ahead …
 Foray into twitter to engage with the community
 Connect with global thought leaders on PM.
 Introduce the concept of hosting weekly Twitter chat on PM
topics welcoming corporate outreach
 Call for short 1 minute videos from chapters to Region 11
YouTube channel
 Evangelize social media adoption across all chapter
members as part of marketing
 Empower analytics to help measure and Engage

20. Social Media Forum (SMF)
 A forum for social media volunteers (1 or 2 Social media champions
from each Chapter)
 The objective of the SMF will be to grow the project management
community using Social Media
 The members of SMF will share best practices, challenges,
learnings with other members on the forum
 The engagement will be through a regular call on audio bridge or
online tool (Frequency can be decided by the members)
 Measure the success of initiatives of each Chapter on an ongoing
basis
 SMF mentor will provide direction to the team in case of
challenges/problem areas

21. Thank You !
U can reach us
Twitter @joesat
Mail : Priya.Awasare@pmi.org
Or syed@pmi-Chennai.org