apics houston chapter · apics houston chapter. david cabello, cpim, csp, s&op, six sigma lean...

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

2 © APICS Confidential and Proprietary

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


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


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


Define YOUR Social Media Strategy


Market Segmentation / Understand your Chapter


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


Execute YOUR Action Plans – Make it Happen!!


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


Developing Structure & Job Descriptions


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

Twitter

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


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


Internet Presence – Updated Branding


APICS HC – Marketing Materials Before & After

HORIZON NEWSLETTER

• Updated Visual Concept• Drives Standardization across

Communications• New Modern Look!!



CSCP BROCHURE



CPIM BROCHURE


APICS HC – Social Media Posts


New APICS HOUSTON – Marketing/Branding Materials


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

https://www.facebook.com/APICS-Houston-Chapter-182141175170448/

https://www.linkedin.com/groups/157048


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

[email protected]