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August 14 1
How to Promote Your Local Section and Events
Sections Congress – Amsterdam 22-24 August 2014
Diogo Mónica - Chair, IEEE Public Visibility Committee Elyn Perez - Senior Manager, Member Market Development Monika Stickel - Director, Corporate Communications
August 14 2
Leveraging Public Relations
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
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”
8/23/2014 4
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 program 5
Consumer Electronics
Robotics
Gaming
Internet of Things
STEM Education
Transportation
2014 Hot Topics
• Cellphones • Tablets • Wearable Technology • Flexible Screens
…and more
6
• Search and Rescue • Nanorobotics • Assistive Robots • Mind-control Robots • Automated manufacturing
…and more
• Intelligent Transport • Transportation Infrastructure • Electric Vehicles • Autonomous Vehicles • Commercial Space Travel
…and more
• Game Hardware Development • Gamification of education, healthcare
• Virtual reality …and more
• Technology in the classroom • WIE • Children and engineering • Mobile/Online learning • Non-traditional Classrooms …and more
• M2M Communication • Big Data/ Data Analytics • Connected Cities/Homes
…and more
We Have Our Online Campaigns Down to a Science
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
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
2014 Growth
To Date
Likes 148,716 674,012
Impressions 37.2m 102.2m
Engagement 593,436 1.2 million
2014 Growth
To Date
Followers 19,456 59,100
Retweets 9,273 33,155
7
2014 Social Media Highlights
– Likes: 662,499 (+133,574 since Jan. 1)
– Likes on posts: 168,300
– Comments on posts: 4,291
– 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
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: 120 + • 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
CES Social Media Success: IEEE What’s Next
10
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 wrap-up report videos
84 uses of the #IEEEatCES hashtag
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
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
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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
Think Digital
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?
14
Success Highlights
15 8/23/2014
IEEE News Around the World
Notable Coverage
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
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
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Using Events to Promote Your Section
Elyn Perez, Senior Manager Member Market Development
Using Events to Promote Your Section
8/23/2014 19
Goal setting
Curriculum/Content development
Venue selection
Marketing tactics
Delivering on the goal
Case Study: Metro Area Workshops
8/23/2014 20
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
Case Study: Metro Area Workshops
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# % Registered
117,983 0.13%
# % Total139.472.8 51.6%14.2 9.5%38.6 27.8%10.5 7.5%3.3 2.2%
80.5%17.8%62.1%
MAW Average
Audience (HQ email and Direct Mail)
Registrations (total paid)*Member Early Bird
Non-Member Early BirdMember Regular
Non-member RegularOnsite
% Member% Non-Member% Early Bird
*Excludes staff, volunteers and instructors
#Join
Conversion %*
22.5 16.3%
16.4 72.9%
6.1 27.1%
4.31.2
MAW AVG
New Members
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
Setting a Goal
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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
Curriculum/Content Development
8/23/2014 23
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
Curriculum/Content Development
8/23/2014 24
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
Venue Selection
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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
Price – Registration Cost - cover per person costs
– Early Bird Pricing and Timeline
– Value Priced – Reasonable average attendee price to encourage participation
Market Your Event
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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: – E-mail outreach – Website – Social Media – Press release
Market Your Event: E-mail
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Include in Section e-newsletters
Stand alone e-mail outreaches – Members
– Non-members
Number and frequency of e-mails – How much time do you have before your event?
Create a sense of urgency – Is there an early bird deadline? Capacity limit?
Encourage non-members to join – Registration discounts for members
– Onsite joins get a discount on IEEE Membership
Market Your Event: Website
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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
Market Your Event: Social Media
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Facebook, LinkedIn – Group post
– Profile post
Tech publication websites
Online blogs and forums
Post and re-post!
Delivering on the goal
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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
Repeat what worked, scrap what didn’t!
Sample Timeline
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Venue Selection 1 June
Topics and speakers 15 August
Event details and registration set up 1 September
Website advertising Sept-Nov
Email #1 – Early bird 12 September
Email #2 – Early bird reminder 26 September
Email #3 – Early bird expiring 3 October
Email #4 – Still Time to Register 17 October
Email #5 – Space is Filling Up 31 October
Email #6 – Still Time! 7 November
Email #7 – Last Chance! 14 November
Registration close 20 November
Hold Your Event 22-23 November
Survey Attendees 23 November
Evaluate Metrics, Lessons Learned December
Plan Your Next Event! January
Thank you!
8/23/2014 32
Questions?
Elyn Perez
+1 732 562 5392
PR and Media Training Tips 24 August 2014 Monika Stickel, Director, Corporate Communications
33 8/23/2014
Objective:
Tips on what reporters are looking for
Have a framework for interview preparation
Developing key messages
Interview tips
Establishing relationships with local media
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What Do Reporters Really Want?
= Upcoming / recent events or happenings
Timing
Significance
Proximity
Prominence
Human interest
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?
Consumer Electronics
Robotics
Gaming
Internet of Things
STEM Education
Transportation
2014 Hot Topics
• Cellphones • Tablets • Wearable Technology • Flexible Screens
…and more
37
• Search and Rescue • Nanorobotics • Assistive Robots • Mind-control Robots • Automated manufacturing
…and more
• Intelligent Transport • Transportation Infrastructure • Electric Vehicles • Autonomous Vehicles • Commercial Space Travel
…and more
• Game Hardware Development • Gamification of education, healthcare
• Virtual reality …and more
• Technology in the classroom • WIE • Children and engineering • Mobile/Online learning • Non-traditional Classrooms …and more
• M2M Communication • Big Data/ Data Analytics • Connected Cities/Homes
…and more
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
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
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
Identify the Local Reporters
Understand journalist beats
Technology
Calendar
City
Photo
Society
Health
News assignment
Online editor
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?
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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.
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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…”
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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
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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
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Be your own reporter!
People in the news sections
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!
8/23/2014
49
Internal Publicity Toolkit
Tips on communicating with the press
Social media guidelines
Communications planning checklist
News release template
Key messaging
Brand Identity Guidelines
http://www.ieee.org/publicity_tools
Thank you!
8/23/2014 51
Questions?
Monika Stickel
+1 732 562 6027
QUESTIONS
