IABC UK Survey of communication professionals and members within the UK

LOGO AREA

IABC UK Insights and Feedback

Survey

12 Jan – 23 Jan 2015

132 respondents

Purpose

• Identify topics UK communicators would like IABC to

address

• Help us better understand our audience: members

and prospective members

• Gather insights into people’s motivation for joining

professional associations like ours

• Inform our 2015 strategy and beyond

europe.iabc.com/uk/ 2

http://europe.iabc.com/uk/

Prize Winner

• Survey participants were entered into a draw for a

chance to win* a year’s free membership

• Congratulations to our winner!

John Gannon

Head of Content & Channels at Home Office

* membership worth approx £250



Key Take Aways

• Overall, IABC UK has delivered on expectations

(73%) but there’s a need to continually innovate to

retain members and engage new members

• Members are very willing to be more involved in our

activities



Q1: Are you an IABC member?

• Answered: 132 Skipped: 0



Q2a: What would make you decide to

become a member?



31.8%

22.4%

16.5%

11.8%10.6%

7.1%

Value for money /Monetary incentives

Networking & Events Knowledge sharing More information Reputation Personal developmentopportunities


Q2: What would make you decide to

become a member?

• VALUE FOR MONEY / MONETARY ENTICEMENT

I'd love to, but as I

work in a very early

stage start-up I don't

have any budget for

memberships

As a contractor, need to see

this benefit as beyond

networking and the provision of

resources but as a definitive

way in which to source my next

paying assignment.

Unless, of course, membership

was free of a nominal sum

Less expensive

membership fees.

Reduced fees for

freelancers

Great Networking and

insight potential, along

with more interesting

events.The right value

equation

I want value for money

and something I couldn't

get from a Linkedin group.

Discounted training and

conferences for example.

Free

membership

trial




become a member?

• NETWORKING (VIRTUAL AND FACE TO FACE)

Regular mix of events,

formal and informal,

with great speakers.

As I am not based in

London, opportunities to

network online and take

part in live webinars and

sessions.

Interesting and

relevant discussions

and events

Valuable tools

especially social,

interactive events and

online interaction with

you To connect with a

business network

aligned with my

professional

experience. Refresh -

challenge - share...

Opportunity to improve

my personal skills, to

develop my

professional network

Great Networking and

Insight potential, along

with interesting meet

ups.




become a member?

• KNOWLEDGE SHARING

Sharing of innovation

and best practice

with in-hose peers,

rather than agency-

led 'sell stories'.

A feeling that the

organisation has

something different to

offer from existing

associations in the UK

that do the same

Interesting and

relevant discussions

and events

Valuable tools

especially social,

interactive events

and online

interaction with

youStrong interest to

acquire relevant and

valuable knowledge

and contacts.

Topics that align with

my specialities




become a member?

• REPUTATION

Knowing IABC is an

organisation worth

joining.if it became important

within the IC function to

become a member such

as it feels to be a CIPR

member (professional

body)

I think I'd also need to

be higher up in my

career.

If I can get something

that is innovative, non-

conventional I would be

happy to become a

member.




become a member?

• MORE INFORMATION

Clear information on

how to join.

I would need to

know more about

the benefits it

offers.

Understanding what

value it would add to

my career.

Curiosity

Understanding more

about the value of

membership.

How is IABC more

relevant than CIPR to

which I belong or IoIC

and Melcrum which I

follow?




become a member?

• PERSONAL DEVELOPMENT OPPORTUNITIES

Opportunity to

improve my personal

skills, to develop my

professional network

Evidence that the

financial investment

would pay for itself in

terms of professional

development.

Practical access to

training materials and

networks

Opportunities to take

part in live webinars

and sessions.



Q3: What was the reason for joining

IABC UK in the first place?



26.8%

22.0%

14.6%

12.2% 12.2%

7.3%

4.9%

Networking Knowledge sharing Other Professionaldevelopment

Referral Monetary Promotion Reputation

• *Other includes: Accreditation, Awards, Mentoring, World Conference



COMPARISON

Motivation to join now Reason for having joined

26.8%

22.0%

14.6%12.2% 12.2%

7.3% 4.9%

31.8%

22.4%

16.5%

11.8% 10.6%7.1%

• Insight: Networking and Knowledge sharing high on both agendas but

monetary incentive crucial to decision-making for new joiners

*Based on 33 respondents *Based on 99 respondents


Q4: To what extent do you feel that IABC

UK has delivered on your expectations?


europe.iabc.com/uk/

73%

27%

Fully & Fairly To some extent & Not at all

15


Q5: Why do you say that?

• POSITIVE COMMENTS

Interesting events

and people

I regard the IABC as a

reputable source of

information and have met

several professional

colleagues who are also

members.I got more than I

bargained for!

Resources, networking,

events, international

contacts - and friends!

It's helped me a

lot in my career.

The more you put into

IABC, the more you get in

return.

Not least in a world class

network.

Online

resources are

very good.

europe.iabc.com/uk/

Haven't been

able to get to as

many events as

I'd have liked

16


Q5: Why do you say that?

• CONSTRUCTIVE CRITICISM COMMENTS

There seem to be relatively

few events and it would be

good if they were more

challenging and thought

provoking.

I would like to see more

UK specific content,

research, articles and

debate or solutions to

challenges

communicators in UK

face at work.

It has been very

up and down

over the years re

what events are

held and their

quality.

IABC Discovery site

has room for

improvement in

terms of functionality




Q6: What role best describes your

career at this point?

Non-Members Members




Q7: How are you currently working?

Non-Members Members




Q8: What area of Communications

best describes your discipline?

Non-Members Members



Q9: What is your key communication

challenge at work?



16.7%

13.1%

11.9% 11.9%

9.5%

7.1% 7.1% 7.1%

4.8%

3.6%

Adoptemergingdigital and

social media

Seniormanagement

buy-in &engagement

Aligncommunication

strategy tobusiness goals

Influencingstakeholders

Build advocacyand global

communities

Growingnetwork

Measurementand evaluation

Personaldevelopment

Keep up withfast movingindustry andnew thinking

Embeddingchange


Q9: How may IABC help you address

this challenge?


europe.iabc.com/uk/

• Share best & poor practices in communication strategy (guest

presenters and latest thinking through case studies discussed

in a live event)

• Encourage more and deeper conversations with business

• Share useful strategic perspectives on advising senior leaders

• Becoming the go-to association in London for international

connections

• Access to coaching and other guidance opportunities

• Grow membership dramatically

• How to grow your network – “IABC is already doing great things

for me in that respect”22


Q10: What priorities should IABC UK

focus on?




Q11: Thinking of your own personal development which

of these should we focus in 2015 via our IABC UK blog,

events and other activities?

• TOP THREE PRIORITIES

europe.iabc.com/uk/

36%

33%

31%

Translating data into insights

Business acumen

Coaching and mentoring


24


Q11: Thinking of your own personal development

which of these should we focus in 2015 via our IABC

UK blog, events and other activities?

• ALL PRIORITIES

europe.iabc.com/uk/


0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

Translatingdata intoinsights

Businessacumen

Coachingand

mentoring

Developingpersonal

brand

Digitaltechnologies

Social mediaskills

Managingdigital

footprint

Writing andstorytelling

Digital videoand

photographyskills

Presentationskills

Writing forTwitter

25


Q12: On which of these topics would

you like to hear more from IABC UK?


europe.iabc.com/uk/

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

Comms strategy 37.04%

Innovation in comms 37.04%

Change comms 29.63%

Developing the C Suite 29.63%

Measurement 25.93%

Stakeholder relations 25.93%

Global campaigns 22.22%

Reputation mgt 22.22%

Social media 22.22%

Digital comms 18.52%

Channel delivery 14.81%

Employee engagement 11.11%

Crisis mgt 7.41%

Mobile apps 7.41%

Corporate websites 0.00%

Marketing communications 0.00%

26


Q13: Would you be willing to get

involved in these IABC UK?


europe.iabc.com/uk/

52.38%

40.48% 39.29%36.90%

23.81%

Write an article for IABCUK blog

Promote events with yoursocial followers

Become a mentor Speak at a future event Help organise an eventoutside London

• TOP FIVE CHOICES

27


Q13: Would you be willing to get

involved in these IABC UK?


europe.iabc.com/uk/

• OTHER CHOICES

23.81%

21.43% 21.43%

19.05%

16.67%

14.29%13.10% 13.10%

9.52%

2.38%

Volunteer yourtime

Feature in anIABC UK

video

Join the IABCUK board

Host an eventat your office

Share yourresearch with

IABC UKmembers

Advertise jobsto IABC UKmembers

Offer yourdigital and

social mediaskills

Run a virtualtraining

session orwebinar

None of theabove

Sponsor anevent

28


Q14: Which IABC UK communication

channel you find most useful?


europe.iabc.com/uk/

67%

59%

54%

47%45%

34%31%

13%

8%

LinkedInGroup

Website Direct email Newsletter Twitter Slideshare YouTube Pinterest Flickr

29


Q15: Why is that, please elaborate.

Surprisingly I have not had

much contact with IABC to

date - but you sound

interesting!

Social channels are great

for sharing comments, but

it's also good to have

direct information.

Slideshare is a

great tool,

YouTube can be

useful as long as

the content is

targeted and not

too long.

I have only connected with

the IABC on LinkedIn and

have only just browsed the

website but will look at your

other channels more.

europe.iabc.com/uk/

I wasn't aware of

the other

channels.

30


Q16: Do you have any other comments,

suggestions or feedback for IABC UK?

Great to see this survey, has

made me aware of additional

channels that I'll check out.

You're welcome to guest

blog at any time.

I think this survey is a

great start and at a time

when I'm considering

which professional body

to subscribe to next,

Thank you for your

contributions, inspiration and

good work - it's good to know

there are professional

associations like yourselves

who communicators can

connect to.

The mentoring and

coaching would be

very useful for persons

such as myself with

regards to developing

best practice

europe.iabc.com/uk/

The new

generation is

doing a fine job

Thank you - lots of energy

this year and it feels as

though there's a lot to

build on.

I hope this carries on!

31


LOGO AREA

THANK YOU

To everyone who took part or helped us promote this survey.

Want to stay in touch?

europe.iabc.com/uk/

https://twitter.com/iabcuk

https://twitter.com/iabcuk

https://www.youtube.com/channel/UCEVlqP-Gfz1ojmKpw57KWpQ/feed?activity_view=3&view_as=public

https://www.youtube.com/channel/UCEVlqP-Gfz1ojmKpw57KWpQ/feed?activity_view=3&view_as=public

https://www.linkedin.com/groups?mostRecent=&gid=3748469&trk=my_groups-tile-flipgrp

https://www.linkedin.com/groups?mostRecent=&gid=3748469&trk=my_groups-tile-flipgrp

http://www.pinterest.com/iabcuk/

http://www.pinterest.com/iabcuk/



http://www.slideshare.net/IABC-UK

http://www.slideshare.net/IABC-UK


LOGO AREA

PROPOSED ACTIONS

To be approved by the Executive Board


• Re-evaluate current focus of activities to reflect audience needs

• Continue to reassert IABC UK selling points

• Continue to expand partnerships to get additional discounts for

members

• Boost networking offering

• Follow up on offers of help from members

• Maximise mentoring programme


Career

IABC UK Survey of communication professionals and members within the UK