The document discusses social media best practices for 2021. It recommends focusing on evergreen content, co-creating content with other brands, turbocharging engagement with influencers, and using emerging platforms like Clubhouse. It also describes the Region 11 Social Media Task Force, a collaborative effort across 10 PMI chapters to increase social media presence and develop shared best practices. The task force facilitated knowledge sharing, a social-first approach, and created a common social media calendar.

1. LEADER PATHWAY 2021
SOCIAL MEDIA BEST
PRACTICES
2021 – February, 18
Syed Nazir Razik
President – PMI Chennai

2. Social Media – “ ..it’s a jungle out there ”
18 FEBRUARY 2021 2
19 Million messages sent
Whats App
1.3 Million Logins
Facebook
4.7 million videos viewed
Youtube
784000 content watched
Netflix
694,444 scrolling Insta
Instagram

3. • Social is great way to gain new customers during COVID
• Viral, buzz, memes, stickiness, and form factor have
become the lingua franca of branding
• Instagram continues to be most effective medium
• Facebook is losing popularity due to privacy concerns
• Run Social contests, Use #tags, tag a friend, reshare
• Content is still the King – focus on evergreen content
• Co create content with other brands
• Turbo charge your engagement with Social media
takeover by influencers
• Social Audio platforms are on the rise
• Audience death by webinars – Plan your tentpoles
18 FEBRUARY 2021 3
Best Practice 101 : Building a “Social first Culture”

4. PMI Chapter Social Strategy
18 FEBRUARY 2021 4
Allocate budget for Training campaigns, Conferences, one
day workshops. Digital marketing budget spread across
marketing, Outreach and Training portfolios
Budget allocation
Improve member satisfaction, Increase
chapter revenue during COVID times,
Decrease cost on marketing and
promotions
Campaign core objectives
Build brand awareness, generate leads
for training, Conference event prospects,
membership support, advocacy and PMI
announcements
Strategic Objectives
Focus on content like videos, images,
infographics, podcasts, audio clips,
memes in this order. Short text preferred
over long text
Content Options
Focus on furthering the cause of project management, Increase
cross chapter collaboration to build a dominant voice for PMI
Purpose
Define and measure clear CTA’s,
Promote campaign urls and landing
pages. Drive traffic to webpage and blogs
Performance - Measure and Adapt
Prioritize in the order of LinkedIn,
Instagram, Facebook, YouTube and
Twitter. Blogs help inbound marketing
Channel selection / Audience Reach
Mix your campaigns between Organic
reach and paid reach. Paid reach works
in Facebook and YouTube
Brand Awareness
An action framework
to visualize how to
attract member
engagement
Strategy Canvas

5. • Clubhouse is an app on your iOS phone or iPad
that serves as a real-time audio chat platform with
amazing organic conversations happening 24
hours a day
• Clubhouse is new superstar 10.1 million users
(Feb13)
• Onboarded into Apple play store on Marc 2020 with
10K users
• Millennials and GenY like to avoid VDO conference
fatigue
• All celebrities and investors are adopting this
platform
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Text is not enough, video is too much, audio is just enough

6. Transformation Journey
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Region 11 Social media
task force is a mind shift
towards volunteering
beyond chapter
boundaries
This is a collaboration across 10 chapters in Region
11 to increase the social quotient of PMI and its
chapters presence on social media. The taskforce
facilitated shared learning on what strategies and
social channels work best in the region
Collaborative Approach
1. Collaborate on best practices across chapters
2. Volunteer for PMI first beyond geography mindset
3. Reach out to influencers, social media champions across region
Social first Approach
1. Build PMI brand and member awareness
2. Begin conversation with members
3. Effectively solve member issues through social
Siloed effort of chapters
1. Digital marketing was a new skill for PM’s
2. Chapters function in silos based on available talent
3. Reinventing the wheel every time the board changed
Integrated Region 11 Social Media Team
1. Crowdsourcing to promote National and Regional conferences
2. Announced VRMS for contributing to #R11SMTF
3. PMI50 volunteering efforts and PMIeF campaigns promotion
on social
… March 2018
September 2020…
Every chapter today has social
marketing strategy for COVID,
yearly budget and digital
marketing team
Common Social calendar
1. Created a single event calendar for R11
2. Adopting Conversational growth strategy
3. Focus on actionable metrics and shared learning
September
2019…

7. THANK YOU

8. 18 FEBRUARY 2021 8
Going forward ..
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