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Social Media Strategies for Chapters
Deborah Walker M.Ed., Andrea GreeneSteven A. Shapiro, PMP, PMI-ACP, CLSSGB; Anca Slușanschi, MSc, PMP8 October 2015This presentation was developed with support from PMI volunteers Michael Frenette, Kindra Howard and Chase Friedman and case studies from PMI Chapters.
Chapters and social media
Chapters are agile! Chapters often have limited resources
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!
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
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
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
Components of a Buyer Persona
Demo-graphics
Pain Points
Values
ResearchPriorities
Identifying Factors
Psycho-graphics
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
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
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
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 GiphyFacebook 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 adsA/B testing for ads
User prioritization of News Feed
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 GiphyFacebook 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 adsA/B testing for ads
User prioritization of News Feed
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
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/bigdata/what-is-big-data.html
Limited resources for creation? Try curation.
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On August 24, 2015, 1 in 7 people on Earth used Facebook
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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?
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
Social Business
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Social media may “live” in the marketing or PR department,
but it should impact and benefit every aspect of your organization.
Social business mattersbecause it helps
employees and customers become part of an
organization’s success
Free and low cost tools I like
Why chapters use social media
• Free/low cost communication
• Increase event attendance
• Member acquisition / retention
• Peer pressure
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Common challenges of chapters
• Fail to plan, plan to fail
• Too much, too soon
• Superstar syndrome
• It’s all about me
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How chapters can succeed
• Habit 2
• Walk before you run
• Develop a bench
• Let’s talk about you
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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
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*that we know of
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
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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
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