LIM Orlando 2015 7- RS-Final
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This document provides strategies for chapters to use social media effectively with limited resources. It recommends starting with a strategy, focusing on 1-2 goals, targeting the right audience, developing key messages, building a content plan, choosing appropriate channels, and creating measurable objectives. It also discusses analyzing competitors, curating content, and using buyer personas. Finally, it shares case studies of chapters in Chicago, Manaus, and Guatemala that successfully used strategies like Facebook, Pinterest, and content publication to increase engagement and members.
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LIM Orlando 2015 7- RS-Final
- 1. Social Media Strategies for Chapters Deborah Walker M.Ed., Andrea Greene Steven A. Shapiro, PMP, PMI-ACP, CLSSGB; Anca Slușanschi, MSc, PMP 8 October 2015 This presentation was developed with support from PMI volunteers Michael Frenette, Kindra Howard and Chase Friedman and case studies from PMI Chapters.
- 2. Chapters and social media Chapters are agile! Chapters often have limited resources
- 3. Target the right people (buyer personas) Watch your competitors or peers Develop your key messages Build your content plan Choose your channels Create measurable objectives for goals Identify your goals (and focus on one or two) Start with a strategy Maintain focus!
- 4. Choose your channels Create measurable objectives for goals Identify your goals (and focus on one or two) Start with a strategy Target the right people (buyer personas) Watch your competitors or peers Develop your key messages Build your content plan
- 5. Choose your channels Create measurable objectives for goals Identify your goals (and focus on one or two) Start with a strategy Target the right people (buyer personas) Watch your competitors or peers Develop your key messages Build your content plan
- 6. Choose your channels Create measurable objectives for goals Identify your goals (and focus on one or two) Start with a strategy Target the right people (buyer personas) Watch your competitors or peers Develop your key messages Build your content plan
- 8. Choose your channels Create measurable objectives for goals Identify your goals (and focus on one or two) Start with a strategy Target the right people (buyer personas) Watch your competitors or peers Develop your key messages Build your content plan
- 9. Choose your channels Create measurable objectives for goals Identify your goals (and focus on one or two) Start with a strategy Target the right people (buyer personas) Watch your competitors or peers Develop your key messages Build your content plan
- 10. Choose your channels Create measurable objectives for goals Identify your goals (and focus on one or two) Start with a strategy Target the right people (buyer personas) Watch your competitors or peers Develop your key messages Build your content plan
- 11. Changes to Facebook in 2015 Reduction of promotional content in News Feed Spherical videos Integration of messaging app into e-commerce sites Facebook messenger payments Reply to messages using apps like Giphy Facebook videos can be embedded elsewhere online Create video playlists Comments on articles elsewhere will appear on Facebook (e.g.,HuffPo, Buzzfeed) Control household devices from Facebook App analytics for developers Targeted product ads Multiproduct ads A/B testing for ads User prioritization of News Feed
- 12. Changes to Facebook in 2015 Reduction of promotional content in News Feed Spherical videos Integration of messaging app into e-commerce sites Facebook messenger payments Reply to messages using apps like Giphy Facebook videos can be embedded elsewhere online Create video playlists Comments on articles elsewhere will appear on Facebook (e.g.,HuffPo, Buzzfeed) Control household devices from Facebook App analytics for developers Targeted product ads Multiproduct ads A/B testing for ads User prioritization of News Feed
- 13. Choose your channels Create measurable objectives for goals Identify your goals (and focus on one or two) Start with a strategy Target the right people (buyer personas) Watch your competitors or peers Develop your key messages Build your content plan
- 14. Limited resources for creation? Try curation. Presentation Title 2.5 quintillion bytes of data created each day 90% of data has been created in the last two years Source: http://www- 01.ibm.com/software/data/b igdata/what-is-big-data.html
- 15. Limited resources for creation? Try curation. Presentation Title
- 17. On August 24, 2015, 1 in 7 people on Earth used Facebook
- 18. Presentation Title So what are brands supposed to do? Work hard to block and ignore brand messaging Do not trust branded content Expect brands to be present on social media Research shows that consumers… So what are brands supposed to do?
- 19. Presentation Title So what are brands supposed to do? Engage on consumers’ terms Provide fast, responsive customer care Collaborate to make better products Consumers want brands that… =SOCIAL BUSINESS Stand for something Get people talking to each other
- 24. Free and low cost tools I like
- 26. Why chapters use social media • Free/low cost communication • Increase event attendance • Member acquisition / retention • Peer pressure Presentation Title
- 27. Common challenges of chapters • Fail to plan, plan to fail • Too much, too soon • Superstar syndrome • It’s all about me Presentation Title
- 28. How chapters can succeed • Habit 2 • Walk before you run • Develop a bench • Let’s talk about you Presentation Title
- 29. Case Study 1: PMI Chicagoland • First PMI Pinterest site* • Focus on Academia • 54 Pins thus far • Auto-posts to Facebook extending reach to 4,271 followers • Simple execution • Clear, informative, structured Presentation Title *that we know of
- 30. Case Study 2: PMI Manaus • Started using Facebook in January • Post content every day • Started with 200 people, now they have 2000 people • 2 Directors & President manage Facebook account • Better solution for the chapter than email • Hope to convert followers to members Presentation Title
- 31. Case Study 3: PMI Guatemala • Sought to increase chapter members • Publish content of at least 1 link, article, etc. per week • Also used Facebook Events to gain attendance • Used both Facebook Page and Facebook Group. • One communication person plus one additional volunteer • Steady increase in members Presentation Title