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SOCIAL FIRST
APPROACH
Become audience focused in a
post-COVID world
12 August 2020
Syed Nazir Razik
Region 11 Social media Taskforce
Project Management Institute
witter @joesat
2
Before COVID
144 Minutes per day
Time spent on social
media
2.4 Billion Active
Social media users in
Asia-Pacific
Post COVID
210 Minutes per day
Time spent on Social
media
2.67 Billion Active
Social media users in
Asia-Pacific
Reach
RespondResolve
Social First Approach to member engagement
3
Begin conversation
with members
Effectively Solve
customer issues
13 AUGUST 2020
Build brand and
member awareness
• Our social platforms are audience focused
• 48% of our audience is millennials and younger
in PMI’s 7-70 policy
• Brands are people and people love
conversations
• Conversations are the holy grail of Social and
lead to influence
• Brands should influence and not “try to sell”
• Be relevant to hook into the needs and desires
• Optimise content as per social platforms
Hyperconnected
age of
consumers
Highly
distracted and
time starved
13 AUGUST 2020 4
• Social listening is a topmost need of today
• Analyze and target a social platform, understand the
demographic of the audience and accordingly create
brand experience
• Be contextual to the platform in terms of content
• Every post should have a “call to action”
• Get your audience involved – User generated content
• Social audiences love when brands respond
• Think before you respond
Fish where the fish are !
Different
engagement
strategies for
different channels
13 AUGUST 2020 5
Customize
content! One size
doesn’t fit all !
Every social
channel is a
separate
audience and
behaves in a
certain way
What can focus on ?

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Social first approach for member engagement in PMI Chapters

  • 1. SOCIAL FIRST APPROACH Become audience focused in a post-COVID world 12 August 2020 Syed Nazir Razik Region 11 Social media Taskforce Project Management Institute witter @joesat
  • 2. 2 Before COVID 144 Minutes per day Time spent on social media 2.4 Billion Active Social media users in Asia-Pacific Post COVID 210 Minutes per day Time spent on Social media 2.67 Billion Active Social media users in Asia-Pacific
  • 3. Reach RespondResolve Social First Approach to member engagement 3 Begin conversation with members Effectively Solve customer issues 13 AUGUST 2020 Build brand and member awareness • Our social platforms are audience focused • 48% of our audience is millennials and younger in PMI’s 7-70 policy • Brands are people and people love conversations • Conversations are the holy grail of Social and lead to influence • Brands should influence and not “try to sell” • Be relevant to hook into the needs and desires • Optimise content as per social platforms
  • 4. Hyperconnected age of consumers Highly distracted and time starved 13 AUGUST 2020 4 • Social listening is a topmost need of today • Analyze and target a social platform, understand the demographic of the audience and accordingly create brand experience • Be contextual to the platform in terms of content • Every post should have a “call to action” • Get your audience involved – User generated content • Social audiences love when brands respond • Think before you respond Fish where the fish are !
  • 5. Different engagement strategies for different channels 13 AUGUST 2020 5 Customize content! One size doesn’t fit all ! Every social channel is a separate audience and behaves in a certain way What can focus on ?