How to Promote Your Local Section and Events

Transcription

1 How to Promote Your Local Section and Events Sections Congress Amsterdam August 2014 Diogo Mónica - Chair, IEEE Public Visibility Committee Elyn Perez - Senior Manager, Member Market Development Monika Stickel - Director, Corporate Communications 1 August 14

2 Leveraging Public Relations 2 August 14

3 IEEE Public Visibility Initiative Mission To increase awareness, understanding and appreciation of how engineering, computing and technology benefit humanity, and to promote the visibility of engineering, computing and technology professionals who carry out this work

4 Focus Countries: Brazil, China, India, US, UK, Japan Audiences Reaching out to industry decision makers and professionals Engaging students to get them interested in IEEE and keep them after they graduate and become professionals General public make IEEE a household name 4 8/23/2014

5 Program Components Media outreach Technical Expert research and qualification Hot topic planning and outreach Social media Daily content Campaigns Thought leadership High-impact events tied in with exhibits 5 program

6 2014 Hot Topics Consumer Electronics Cellphones Tablets Wearable Technology Flexible Screens and more Internet of Things M2M Communication Big Data/ Data Analytics Connected Cities/Homes and more Robotics Search and Rescue Nanorobotics Assistive Robots Mind-control Robots Automated manufacturing Transportation and more Intelligent Transport Transportation Infrastructure Electric Vehicles Autonomous Vehicles Commercial Space Travel and more STEM Education Technology in the classroom WIE Children and engineering Mobile/Online learning Non-traditional Classrooms and more Gaming Game Hardware Development Gamification of education, healthcare Virtual reality and more 6

7 We Have Our Online Campaigns Down to a Science 2014 Growth To Date Likes 148, ,012 Impressions 37.2m 102.2m Engagement 593, million 2014 Growth To Date Followers 19,456 59,100 Retweets 9,273 33,155 IEEE Page Likes Comparison IEEE 670,000+ LinkedIn 581,400 Microsoft Learning 499,919 Oracle 410,307 IBM 322,499 Virgin Atlantic 314,819 ASME 45,169 ACM 16,400 7 IEEE Followers Comparison IEEE 59,000+ Google India 57,000 Comcast 46,800 Panasonic 22,324 Oracle Magazine 17,313 ASCE 16,093 ACM 12,567 ASME 1,264

8 2014 Social Media Highlights Facebook Likes: 662,499 (+133,574 since Jan. 1) Likes on posts: 168,300 Comments on posts: 4,291 Twitter Followers: 56,878 (+17,801 since Jan. 1) Mentions:1,619 Retweets: 6,878 Google+ 5,763,293 profile views 12,220 people have IEEE in their circles 8

9 Internet of Things Debate Inaugural debate hosted on Google Hangout Moderated by InformationWeek editor Chris Murphy IEEE Panelists included William Webb, IEEE Fellow Kevin Curran, IEEE Senior Member Roberto Minerva, IEEE member Oleg Logvinov, IEEE member Google Hangout Metrics Viewers: Top Countries US: 42 viewers India: 27 viewers Egypt: 14 viewers Questions Asked: 45 Social Interactions: 33 Facebook: 106 Google +: 16 Twitter: 40 LinkedIn: 171

10 CES Social Media Success: IEEE What s Next Interactive In-booth Facebook Game at CES Survey results from 3,000+ attendees were leveraged for a post-show press release +107,000 Facebook likes during campaign +8,500 submissions to What s Next app game +15,500 total views of 3 wrapup report videos 84 uses of the #IEEEatCES hashtag 10

11 App-E-Feat Success Initiative Worked hand-in-hand with IEEE-USA to create site Media Highlights Initiative visibility in both The Boston Globe and Mashable Engineers & Nonprofits Engaged 38 approved nonprofits signed up close to 900 engineers engaged, 40 connected with projects 11

12 Mobile World Congress Leveraging Expert Opinions Secured Coverage 26 Placements 1,603,563 UVPM Social Media Statistics 273 Favorited Tweets 624 Re-Tweets 20 Replies 8 Pending Pieces of Coverage 12 8/23/2014

13 How can my local section leverage the PV program? Integrate social media engagement activities: Leverage IEEE hot topics Post questions that encourage dialogue Participate in the conversations Share IEEE content across all social media platforms Conduct Google Hangout events Share news coverage from IEEE in the News page 13

14 Think Digital 14 Is there an event or technology milestone in your area that ties in with the hot topic, and can be digitally represented, with sharable content? Do you have a technical expert who can develop content addressing a particular technology topic in layman's terms? Is there a section of our local website where we can leverage our members as technical experts? Do we include a place where media can contact experts? Can we produce short video summaries of events?

15 Success Highlights 15 8/23/2014

16 IEEE News Around the World

17 Notable Coverage Nationally televised program Featured a question derived from the IEEE press release Look Ma, No Hands, which predicted the future of autonomous vehicles This hit proves the impact and influence that IEEE experts have on the media and society 2,563,334 unique viewers per month Discusses launch of App-E-Feat IEEE member Karen Panetta quoted on the potential impact of the project Article has over 2,700 shares on social media

18 Using Events to Promote Your Section Elyn Perez, Senior Manager Member Market Development 18 8/23/2014

19 Using Events to Promote Your Section Goal setting Curriculum/Content development Venue selection Marketing tactics Delivering on the goal 19 8/23/2014

20 Case Study: Metro Area Workshops 6 events held in 6 cities Section leadership partner with MGA Staff 140 average attendees per event 22 average new members per event 43% top box attendee satisfaction rating 86% overall satisfaction rating Registration model: Member versus non-member discount Early bird discount for both Incentive to join onsite 20 8/23/2014

21 Case Study: Metro Area Workshops MAW Average MAW AVG Audience (HQ and Direct Mail) # % Registered 117, % New Members # Join Conversion %* % Registrations (total paid)* Member Early Bird Non-Member Early Bird Member Regular Non-member Regular Onsite % Member % Non-Member % Early Bird *Excludes staff, volunteers and instructors # % Total % % % % % 80.5% 17.8% 62.1% Pre-Join** Onsite Join*** Reinstates**** Renewals % % * % of total paid registrations ** Those that joined before registering for the MAW in order to get the member rate. *** Those that joined onsite and received the $50 credit **** Reinstates are included in the New Member count as well, for conversion rate calculation 21 8/23/2014

22 Setting a Goal Establish a goal Number of attendees Number of new members Number of renewals Build awareness and word of mouth Increase member engagement and retention Provide opportunities for networking, continuing education Use metrics to: Project and validate response relative to the goal Identify audience size Isolate where in the process something is working, or not 22 8/23/2014

23 Curriculum/Content Development Pick your topics or theme: Ask your members Pulse surveys Economic factors Career development needs Emerging technologies that are in demand Leverage local experts as speakers 23 8/23/2014

24 Curriculum/Content Development 1 or 2 day, multi-track events focused on the practicing engineer Professional training Career Assistance for tech professionals transitioning to new emerging markets Make Continuing Education Units available where possible Events hosted by one or more Regions, Sections and Chapters Potential technical content sources: Communications Society, Computer Society, Power & Energy Society, IEEE- USA, and Local sections Include Local Keynotes/ Plenary Speakers Allow plenty of networking time 24 8/23/2014

25 Venue Selection What is your budget? How much time do you have to market your event? Will you have sponsors? Location Local student branches or universities Corporate facilities Banquet or meeting halls Parking Info Sleeping Room Registration Link or Promo Code Sleeping Room Price and Deadline 25 Price Registration Cost - cover per person costs Early Bird Pricing and Timeline Value Priced Reasonable average attendee price to encourage participation 8/23/2014

26 Market Your Event How will prospective attendees know about your event? Plan ahead How will attendees register? Survey tool in vtools (for free registration) Low cost online registration tool such as Eventbrite Sections with a CB account can use Vtools meetings and utilize PayPal Low or no cost, integrated approach: outreach Website Social Media Press release 26 8/23/2014

27 Market Your Event: Include in Section e-newsletters Stand alone outreaches Members Non-members Number and frequency of s How much time do you have before your event? Create a sense of urgency Is there an early bird deadline? Capacity limit? 27 Encourage non-members to join Registration discounts for members Onsite joins get a discount on IEEE Membership 8/23/2014

28 Market Your Event: Website Highlight on Section website home page Include a link to register Other places to post: Region home page Society(ies), Chapters, Student Branches Tech publication websites or event boards 28 8/23/2014

29 Market Your Event: Social Media Facebook, LinkedIn Group post Profile post Tech publication websites Online blogs and forums Post and re-post! 29 8/23/2014

30 Delivering on the goal Onsite attendee experience ensure satisfaction Venue Content Organization Ask non-members to join Ask members to renew After the event - Follow-up communications Survey Write up in newsletter Ask non-members to join Ask members to renew Evaluate metrics based on goals 30 Repeat what worked, scrap what didn t! 8/23/2014

31 Sample Timeline 31 Venue Selection Topics and speakers Event details and registration set up Website advertising #1 Early bird #2 Early bird reminder #3 Early bird expiring #4 Still Time to Register #5 Space is Filling Up #6 Still Time! #7 Last Chance! Registration close Hold Your Event Survey Attendees Evaluate Metrics, Lessons Learned Plan Your Next Event! 8/23/ June 15 August 1 September Sept-Nov 12 September 26 September 3 October 17 October 31 October 7 November 14 November 20 November November 23 November December January

32 Thank you! Questions? Elyn Perez /23/2014

33 PR and Media Training Tips 24 August 2014 Monika Stickel, Director, Corporate Communications 33 8/23/2014

34 Objective: Tips on what reporters are looking for Have a framework for interview preparation Developing key messages Interview tips Establishing relationships with local media 34 8/23/2014

35 What Do Reporters Really Want? = Upcoming / recent events or happenings Timing Significance Proximity Prominence Human interest

36 Evaluating for Publicity Potential Is my event newsworthy? Is it relevant to the general public? Is it a small target audience? Can you tie in a local angle? (local member, IEEE Milestone event, etc.) Do you have the right spokesperson who can talk about IEEE?

37 2014 Hot Topics Consumer Electronics Cellphones Tablets Wearable Technology Flexible Screens and more Internet of Things M2M Communication Big Data/ Data Analytics Connected Cities/Homes and more Robotics Search and Rescue Nanorobotics Assistive Robots Mind-control Robots Automated manufacturing Transportation and more Intelligent Transport Transportation Infrastructure Electric Vehicles Autonomous Vehicles Commercial Space Travel and more STEM Education Technology in the classroom WIE Children and engineering Mobile/Online learning Non-traditional Classrooms and more Gaming Game Hardware Development Gamification of education, healthcare Virtual reality and more 37

38 Sparking local interest Plan IEEE Day events 7 October Local awards ceremony for Section volunteerism Local awards ceremony with industry support Career Day at local high school Host guest speakers Community outreach activities supporting local schools or universities

39 Create a Publicity Plan Develop key messages Designate a spokesperson for media inquiries Prepare a list of reporters in your local area Place activities into community calendars Create a media alert and news release

40 The Role of the Spokesperson Who will speak with the media on behalf of your Section? Person familiar with your section activities General understanding of the news media Technical expert (if applicable) Understanding your role as spokesperson Basic IEEE and Section statistics Local contributions your sections has made to the community Predetermined key messages

41 Identify the Local Reporters Understand journalist beats Technology Calendar City Photo Society Health News assignment Online editor

42 Questions you can ask reporters Who are you? Where are you from? Have you covered this topic before? What type of story are you doing? Can I show you how this works? Who else have you talked to? Where did you get that fact or information? 42 8/23/2014

43 Steps to Preparation Analyze the reporter and media outlet Prepare core messages and sound bites Have one key point and convey it at every opportunity during the interview Prepare for difficult questions Offer to provide more information = www. 43 8/23/2014

44 Make sure your message is heard Blocking and Bridging Use transitions, or bridges, to make your point That reminds me Let s look at the issue in a wider context Let me put that into perspective Block questions and bridge back to your key messages Offer alternative sources: I m not the right person to answer that, but I can tell you I don t have that information on hand, but what I do know is 44 8/23/2014

45 Media Dos and Don ts Be friendly, but don t be their friend Build the relationship Ask questions Know your material Prepare, and know, your soundbites Translate technical terms Provide follow up contact information, and media relations contacts 45 8/23/2014

46 Media Dos and Don ts Never say No Comment Don t go beyond your expertise Don t speculate Avoid using or repeating negatives Don t let reporters call you directly Don t EVER go off the record 46 8/23/2014

47 Be your own reporter!

48 People in the news sections

49 What does success look like? Building new relationships with media Increased coverage of IEEE events and technical experts Successfully utilizing proactive outreach methods The media will come to YOU! 8/2 3/

50 Internal Publicity Toolkit Tips on communicating with the press Social media guidelines Communications planning checklist News release template Key messaging Brand Identity Guidelines

51 Thank you! Questions? Monika Stickel /23/2014

52 QUESTIONS