APICS Houston Chapter TGD District Meeting - Jan 28, 2017 Austin, TX Best Practices on Social Media & Marketing David Cabello, CPIM, CSP, S&OP, Six Sigma Lean Master VP Marketing Executive Board Member Houston Chapter
Agenda BEST PRACTICES IN MARKETING & SOCIAL MEDIA Marketing Organizational Goals 2015-2017 Marketing Plan Define YOUR Social Media Strategy Organizational Structure & Job Descriptions Execute the Strategic Priorities Make it Happen!! 2 APICS Confidential and Proprietary
Marketing Organizational Goals Goals Develop New Markets / New Marketing Channels Enhance Web Presence & Expand Social Networking Brand Management Increase Awareness (& Value) of APICS Products Governance Role - The Marketing Organization Provides Governance on All Marketing Materials and Communication Documents. Including: Banners, Flyers, giveaways, email blast, social media, etc. Key For our BRANDING STRATEGY 3 APICS Confidential and Proprietary
2015-2017 Marketing Plan Key Elements Member Engagement is the extent to which members feel passionate about association/organization, in order words to be committed to the CHAPTER, Supply Chain Mixer, Golf Tournament, Tennis Tournament, Activities for recent graduates Increase Inbound Marketing / Indirect Marketing Don t just push the schedules of classes: Write articles, give advice, become known as an expert Branding Management Control all materials using our APICS Logo (Mailers, giveaways, posters, etc.) Penetrate New Target Markets / Use New Marketing Channels Increase Area Coverage Host Marketing activities at several locations Katy, Woodlands, Midtown, Sugar Land Improve our Website Penetrate into Small & Mid-Size Companies Host Informational Training programs to increase awareness Enhance our Social Media Channels Market Segmentation/ Create Events on Social media such as Facebook / look out for sponsoring LinkedIn Content/ Google Adwords 4 APICS Confidential and Proprietary
Define YOUR Social Media Strategy 5 APICS Confidential and Proprietary
Market Segmentation / Understand your Chapter 6 APICS Confidential and Proprietary
Define YOUR Social Media Strategy One size does not fit all Don t treat the audience as one Use Demographics to Drive Quality Traffic Your website can have thousands of visitors daily, but if they aren t interacting with your content in the right ways 7 APICS Confidential and Proprietary They re actually driving your SEO (search engine optimization) rankings down When it comes to social media, quality traffic comes from the sites that engage the most unique visitors. The key is to engage visitors Set Measurable Goals for Each Social Media Network What do you want to gain from your social media strategy Check Out the Competition ISM, ASQ, PMI Choose the Best Social Media Platforms for Your CHAPTER Brand Each of Your Social Media Pages The identity of your company should ideally be uniform on all channels Prioritize Quality Over Quantity Produce high quality content to share on social media the kind of content that provides value to your customers.
Execute YOUR Action Plans Make it Happen!! 8 APICS Confidential and Proprietary
Marketing Organization David Cabello VP Marketing Strategy Deployment New Marketing Channels Deployment Tradeshows Development of New Market Segments Develop Action Plans for Market Analysis and Research Gaby Bruno Director Public Relations & Social Media Brian McCarthy Director Brand Mgmt. & Content Development (OPEN) Director Market Research & Analysis Genta Kallashi Director Social Marketing Activities Octavian Becciu Director & Editor of Horizon Ensure Cadence Compliance Based on Communication Matrix by Segment Governance and Sustainability of New Communications Channels (i.e., FB, LinkedIn, Instagram, etc.) Follow-up on Editor Owners on Deliverables for Articles, Tweets, etc. Coordinate Communication Strategy with Brand Management, Communication and Education Teams Coordinate APICS HC participation in selected trade shows, internally and externally. Rick Luangkhot Manager Content Design & Development Brand Management Develop Templates and Procedures (colors, texts, etc.) Develop Communications by Each Market Segment Develop Material by Market Segment Mass Emailing Market Research Trend Analysis Market/Customer Segmentation Market Sizing Analysis(TAM, PAM, SAM) VOC Analysis Schools Penetration Analysis Certification Penetration Develop and Implement New Marketing Calendar Develop and Implement New Networking Activities (i.e. Social Mixers, Golf Tournaments, etc.) Spirit Nights in Accordance to Major Sports Events Quarterly Luncheons Develop Content for Horizon Magazine Coordinate Content and Contributors Establish and Accomplish Deadlines for Publishing and Distribution 9 APICS Confidential and Proprietary
Developing Structure & Job Descriptions 10 APICS Confidential and Proprietary
Align Communication Strategy by Market Segment Increasing Effectiveness Vehicle / Media Target Audience Frequency Topics LinkedIn Established Professionals Young Professionals As Needed, At Least Three Times a Week Educational Offerings Articles Testimonials Facebook Young Professionals Students As Needed, At Least Three Times a Week Educational Offerings Supply Chain Quotes Twitter Established Professionals Young Professionals Students Others Daily Educational Offerings Supply Chain Quotes Retweets APICS HQ activities Instagram Young Professionals Students As Needed, At Least Twice a Week Pictures from Events Educational Offerings Email Blasts Established Professionals Young Professionals Students Others (all registered in APICS Houston) As needed Only one email per day No more than two emails per week Educational Offerings 11 APICS Confidential and Proprietary
2016 Highlights SOCIAL MEDIA AND COMMUNICATIONS 2,200 + Members on our HC LinkedIn Group!, growing from 1,200 YE 2015 Increased Facebook presence via posts and events, reaching 1,000 vs 50 YE 2015 Launched New Emailing Designs BRANDING MANAGEMENT Development of New Banners and Flyers for the Chapter New Visual Branding for Horizon Newsletter EVENTS Developed and hosted our First LinkUp Event @ Midtown Houston in October 2016 Achieved 50% participation from non APICS members (Potential Prospects) Post-event surveys to capture VOC and keep improving and moving forward! TRADE SHOWS ISM Expo in February 2016 Bronze Sponsors for PMI Houston in June 2016 PEOPLE Formal Marketing Organizational Structure and Job Descriptions Riken Pandya, former Director Market Research & Analysis, Promoted to VP Students Activities 12 APICS Confidential and Proprietary
Internet Presence Updated Branding 13 APICS Confidential and Proprietary
APICS HC Marketing Materials Before & After HORIZON NEWSLETTER 14 APICS Confidential and Proprietary Updated Visual Concept Drives Standardization across Communications New Modern Look!!
APICS HC Marketing Materials Before & After CSCP BROCHURE 15 APICS Confidential and Proprietary
APICS HC Marketing Materials Before & After CPIM BROCHURE 16 APICS Confidential and Proprietary
APICS HC Social Media Posts 17 APICS Confidential and Proprietary
New APICS HOUSTON Marketing/Branding Materials 18 APICS Confidential and Proprietary
Social Media Update LinkedIn Twitter FB Live Social Coverage in FB (PoC) Facebook Page: APICS-Houston Chapter https://www.faceb ook.com/apics- Houston-Chapter- 182141175170448/ LinkedIn Page: APICS-Houston Chapter https://www.linke din.com/groups/157 048 Twitter Account: @APICSHouston Social Media Plan 19 APICS Confidential and Proprietary
2017 What s next? CONTINUE IMPROVING OUR MARKET SEGMENTATION Segment Houston Market (e.g. by Industry, by Company Size, by Management Level, by geographical area). Segment members (e.g. by age group: Baby Boomers, Gen Y, Gen X, Millennials). Develop specific marketing campaigns aimed to target each segment INCREASE MEMBER ENGAGEMENT Gradually Implement Marketing Calendar of Events in 2017 to increase member engagement and attract new prospects (More events, Golf/Tennis Tournaments) Increase geographical coverage: Midtown, Woodlands, Katy, etc) EXTEND ON-LINE PRESENCE / NEW WEBSITE Create a Task Force to develop our new website!!! Develop Task Force team to update and improve APICS HC Website. Joint work among Communications, Education and Marketing Team. 20 APICS Confidential and Proprietary
Appendix Questions: Dave Cabello, CPIM, CSP, S&OP, Six Sigma Lean Master DCabello29@gmail.com