Post on 26-Jul-2020
APICS Houston Chapter
David Cabello, CPIM, CSP, S&OP, Six Sigma Lean Master VP Marketing Executive Board Member – Houston Chapter
TGD District Meeting - Jan 28, 2017 Austin, TX
Best Practices on Social Media & Marketing
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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!!
Agenda
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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
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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
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Define YOUR Social Media Strategy
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Market Segmentation / Understand your Chapter
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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 – 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.
Define YOUR Social Media Strategy
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Execute YOUR Action Plans – Make it Happen!!
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David CabelloVP Marketing
Gaby BrunoDirector Public
Relations & Social Media
Brian McCarthyDirector Brand
Mgmt. & Content Development
Rick LuangkhotManager Content
Design & Development
(OPEN)Director Market
Research & Analysis
Genta KallashiDirector Social
Marketing Activities
Octavian BecciuDirector & Editor
of Horizon
Marketing Organization• Strategy Deployment• New Marketing Channels Deployment• Tradeshows• Development of New Market Segments• Develop Action Plans for Market
Analysis and Research
• Ensure Cadence Compliance Based on Communication Matrixby 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.
• 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
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Developing Structure & Job Descriptions
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Align Communication Strategy by Market Segment – Increasing Effectiveness
Vehicle / Media Target Audience Frequency Topics
LinkedIn Established ProfessionalsYoung Professionals
As Needed, At Least Three Times a Week
Educational OfferingsArticlesTestimonials
Facebook Young ProfessionalsStudents
As Needed, At Least Three Times a Week
Educational OfferingsSupply Chain Quotes
Established ProfessionalsYoung ProfessionalsStudentsOthers
DailyEducational OfferingsSupply Chain QuotesRetweets APICS HQ activities
Instagram Young ProfessionalsStudents
As Needed, At Least Twice a Week
Pictures from EventsEducational Offerings
Email Blasts
Established ProfessionalsYoung ProfessionalsStudentsOthers(all registered in APICS Houston)
As neededOnly one email per dayNo more than two emails per week Educational Offerings
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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
2016 Highlights
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Internet Presence – Updated Branding
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APICS HC – Marketing Materials Before & After
HORIZON NEWSLETTER
• Updated Visual Concept• Drives Standardization across
Communications• New Modern Look!!
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APICS HC – Marketing Materials Before & After
CSCP BROCHURE
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APICS HC – Marketing Materials Before & After
CPIM BROCHURE
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APICS HC – Social Media Posts
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New APICS HOUSTON – Marketing/Branding Materials
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Social Media– UpdateLinkedIn | Twitter | FB Live Social Coverage in FB (PoC)
Social Media Plan
Facebook Page: APICS-Houston Chapterhttps://www.facebook.com/APICS-Houston-Chapter-182141175170448/
LinkedIn Page: APICS-Houston Chapterhttps://www.linkedin.com/groups/157048
Twitter Account: @APICSHouston
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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.
2017 What’s next?
Appendix
Questions:
Dave Cabello, CPIM, CSP, S&OP, Six Sigma Lean Master
DCabello29@gmail.com