PMI AP LIM Meeting at HongKong in March 5 , 2017 by Syed Nazir Razik and Koushik Srinivasan

1. Chapter Conferences – Driving Value thru
Analytics – Millennial Approach
Koushik Srinivasan & Syed Nazir Razik
APJ LIM , Kowloon , Hong Kong
March 2017

2. Chapter Conferences – PMI Perspective
• Conferences are the only events
where all three areas of the talent
triangle are covered
• Learning from Industry leaders
and Best practices
• Forward looking ideas for the
project management profession

3. Chapter Conferences – Chapter Perspective
Chapter
Member
Satisfaction
New
Member
Attraction
Break Even
on cost
Develop
Long term
relationships
Local Industry
Connect
Increase
Awareness in
local
community
#TNPMCONF16 – 315+ paid delegates
- 15% Non Member delegates
- 40% + First time attendees
- 30% Corporate delegates

4. Chapter Conferences – Member Perspective
Leadership Sessions
Interaction with Peers
Engaging Content &
Specific learnings
Continuing
credentials thru
PDU’s
Value for money
Relevant Themes
Interactive
Sessions

5. Chapter Conferences – Success for Stakeholders
Conference
Success
Chapter
Community Awareness
Member Retention
New Member Attraction
Corporate Relationships
Volunteers
Engagement
Opportunity
Delegates
Content
Engagement
Value for money
Sponsors
ROI
Target Audience
Speakers
Visibility
Audience Reach
Conference Director
Delegate Satisfaction
Break Even
Stakeholder Experience

6. Global workforce – Millennial participation
Source : Aperian Global
mil·len·nial | miˈlenēəl/ | Noun
a person reaching young adulthood in the early 21st century
Organizations have to adapt to the
Millennial Way to succeed !

7. The world’s most favorite FM Channel !
WIIFM
Millennials are key stakeholders for PMI Chapters !

8. Chapter Conferences – Does the THEME matter?
SPECIFIC
PURPOSEFUL
ENGAGING
COMMON
IDENTIFIABLE
ATTRACTIVE
LAYERED
The Theme of the conference BINDS together all the
stakeholders and is the common thread across all events
of the conference

9. Emails – Huh, say what?

10. Chat, Skype, Text, Blog, Pinterest – Meetings – Oh No !
2016 – Day in a life of today’s
generation

11. Millennials - SMAC IT !
Identify target
demographic
Leverage Multi
Channel
communication
Analyze
Responses and
revise strategy
Collaborate &
Engage on
Cloud platforms
Execute on the
GO

12. Target Audience
• Define your target persona(s) who will benefit from the event
• Analyze your member base
• Match for easy fix
• Expand the marketing to non-members
• Target BRANDS that cater to your target persona
• Identify GAPS in your member base
• Specific engagement with larger demographic
• Invitations, discounts
• Short campaigns, move on
Decoding the Delegate Persona

13. The Chennai chapter Avatar !
70% hold
PMI
Certification
12-15 Years
Exp.
15-20% hold
Leadership
positions
50% + are
Project
Managers
85%
based in
Chennai
1300
Members
600+
companies
55% - IT &
ITES
25% - EPC
5% Overseas
members
Chapter
Value &
Loyalty
Best in region
Member
Satisfaction
Scores
Best Member
Retention %
in region
The Chennai Chapter Delegate Avatar
• Generation X & Millennials
• Social Media – Early Adapters
• Seeking networking & Knowledge
• IT & Manufacturing domains
• Professionally Qualified
• PMI Members & Certification holders
• World aware and socially conscious
• Higher end on the Marslow Hierarchy
• Over 80% Male
The Chennai Chapter TARGET Avatar
• Non Members , Non PMI Certified
• Project Management aware
• Seeking networking & Knowledge
• All Industry verticals
• Large Corporate groups
• Female delegates and leaders
• Industry Experience

14. SOCIAL + MARKETING = SMARKETING
SMARKETING 101
• Marketplace experience
• No longer need based purchase
• Flash Sales , Discounts, Short time
offers ?
• What is my gang doing ? Social
experiment
• Doing it and be SEEN doing it
• Group Experience

15. TARGET SMARTKETING

16. FOCUSED CAMPAIGNS – Engaging Millennials

17. Power of CROWDSOURCING & VIDEOS !

18. The goldfish generation
• Tweet, that’s too long !
• Did you post that picture yet ?
• Check that Video !
• Tag me , Poke me , ping me !
Still talking to me ?
Source: www.smartinsights.com

19. NumberSpeak - #Hashtag
• Focused Campaigns with Organic
Conversion
• Zero Paid traffic
• Driving registrations thru Facebook
campaigns
Hashtag tracking to
ensure virality of all
social media
updates !

20. NumberSpeak - Landing Page
• Measuring analytics on real time basis translating ROI through short urls
• Usage of Bit.ly to measure clicks
• 1600 clicks on the landing page = 400+ Registrations

21. NumberSpeak – Registration Page
• Daily measurement on the Registration page clicks
• Inputs to marketing team on real time for next campaign
• Campaign effectiveness measured on registration count

22. Millennial – Volunteers !
Virtual & Real
time
Conference
planning &
Execution
Democratic
Analytics by
Dashboards
Empowered
team = Faster
Decision Loops
Crowdsourcing
campaigns
Managing
schedule thru
transparency

23. Leadership in the Millennial world
Engagement
thru
PURPOSE
SERVANT
Leadership
PROACTIVE
&
Data Driven
AGILE
&
Outcome
based
FLAT
Organization
structure
FAIL FAST
&
Restart
If you focus on results, you will
never change; If you focus on
change, you will get results -
Jack Dixon

24. Last but not the least …

25. Session Takeaways !
• Millennials - Have a specific strategy to engage them - Adapt or ?
• Identify target audience for each event
• Customize the audience engagement
• Theme – Select a theme for success – Relate to ALL Stakeholders
• Analytics – Use data to make decisions, fail fast , change strategy
• Diversity – Plan for diverse experience – Content, Speakers, Delegates
• Groom – Build volunteers & leaders from Millennial members
• Engage – Continuously keep the conversation going , leverage social
media
• KISS – Keep It Short & Simple
• Leadership – Adapt, Empower , Succeed !

26. Koushik Srinivasan
koushik.s@pmi-chennai.org
@koushik_s
Syed Nazir Razik
syed@pmi-chennai.org
@joesat