March 2014: Marketing and Social Media for Sections
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© 2013 SMPTE Marketing and Communication s For Local Sections 01 02 03 04 05 Vision Statement Local Objectives Strategy Tactics Best Practices © 2013 SMPTE To be the preeminent leader in the advancement of the art, science, and craft of the image, sound and metadata ecosystem. © 2013 SMPTE CONNECT © 2013 SMPTE CONNECT INFORM © 2013 SMPTE CONNECT INFORM ENGAGE © 2013 SMPTE CONNECT INFORM ENGAGE INSPIRE © 2013 SMPTE Connect with current members and prospects © 2013 SMPTE Connect with current members and prospects Inform them of events, news and happenings © 2013 SMPTE Connect with current members and prospects Inform them of events, news and happenings Engage them to hold a vested interest in SMPTE © 2013 SMPTE Connect with current members and prospects Inform them of events, news and happenings Engage them to hold a vested interest in SMPTE Inspire them to attend events, join/renew, and recruit others! © 2013 SMPTE The home office is here to help. We are here to assist and support your local efforts and are happy to provide copy, proofreading, or even just suggestions for something you would like to bounce off us. Reach out to us anytime. © 2013 SMPTE Be where they are! © 2013 SMPTE So Where Are They? © 2013 SMPTE So Where Are They? • Working © 2013 SMPTE So Where Are They? • Working • Social Media © 2013 SMPTE So Where Are They? • Working • Social Media • Reading news © 2013 SMPTE So Where Are They? • Working • Social Media • Reading news • Attending Section Meetings © 2013 SMPTE So Where Are They? • Working • Social Media • Reading news • Attending Section Meetings (hopefully) © 2013 SMPTE So Where Are They? • Working • Social Media • Reading news • Attending Section Meetings • Checking Smart Devices © 2013 SMPTE So Where Are They? • Working • Social Media • Reading news A study by Kleiner Perkins Caufield and Byers found the average user checks their phone about 150 times per day. • Attending Section Meetings • Checking Smart Devices © 2013 SMPTE Tools You Can Use! © 2013 SMPTE Tools You Can Use! • Email © 2013 SMPTE Tools You Can Use! • Email • Website © 2013 SMPTE Tools You Can Use! • Email • Website • Social Media © 2013 SMPTE Tools You Can Use! • Email • Website • Social Media • Public Relations © 2013 SMPTE Tools You Can Use! • Email • Website • Social Media • Public Relations • Printed Collateral © 2013 SMPTE Tools You Can Use! • Email • Website • Social Media • Public Relations • Printed Collateral • SMPTE Mobile App © 2013 SMPTE Email • DO share your list of non-members with the home office • DO use your Section email alias with a clear indication of who the sender is and provide a way for recipients to unsubscribe to comply with CAN SPAM act (We can provide the language and links!) • DON’T send from your E-mail client by cc’ing your list, for privacy sake © 2013 SMPTE Email • When it comes to copy, less is more • We have found that (unfortunately) people skim, rather than read • The more you include, the more likely the message will get lost • Proofreading is a good practice • Let your message sit for a day and then go back and read it aloud. • Send it to someone else to review – Roberta and Aimée are happy to assist here © 2013 SMPTE Website • Most of the same holds true for your Section Website as with email copy • Less is more • Proofreading is a good practice • Update with fresh content frequently • Use standard fonts and keep it clean • Drupal 7 Coming Soon! © 2013 SMPTE Social Media Social media channels are great tools to connect. It is important to remember that we don’t own our social media. We do own our website and member list. The point is to engage with social media that inspires attendance and membership recruitment. © 2013 SMPTE © 2013 SMPTE @smpteconnect @smpteatc @philasmpte @smpteuk @smpteny @smptetor @smptedc @smpte_australia • Grow your section 140 characters at a time • Start by following your Section Members (individual and sustainers) as well as companies that sponsor, and other Sections • Follow others that post interesting content • Tweet content that you find interesting • Retweet interesting content - Keep it active • Tag @smpteconnect in your tweets so we can retweet you too! • Provide the home office with your login so we can augment your efforts and keep your account secure © 2013 SMPTE • Facebook.com/smpteconnect • Keeping a single page has the most impact • Easily discoverable • Manageable connections • Timely, targeted and tailored • Insightful • Send your Section events and news to Aimée for posting • Facebook Events populate the mobile app (more about that later) • Keep the master calendar up-to-date • Ensure that they are listed in the Monthly © 2013 SMPTE • www.linkedin.com/groups/SMPTE-Society-MotionPicture-Television-71716 • Most effective place to engage the world’s most influential, affluent and educated professionals • Professional context creates a trusted and authentic environment to provide relevant content and information to members • SMPTE® LinkedIn Group has nearly 7,000 members • Post your Section events and news to the group • If you are interested in creating a Section Subgroup, please contact Aimée © 2013 SMPTE • • • • One-stop-shop for all SMPTE photos June Marie Sobrito is the curator Organized into album sets Editors and journalists can quickly find and select photos for editorial use • Populates the mobile app (more about that later) • Send photos of your Section events to Aimée and June © 2013 SMPTE • • • • • Youtube.com/smpteconnect Use the SMPTE Release Agreement in the Section Toolkit to get the proper permissions. (Section Resources/administration/Section meetings) Send your videos to Mauricio and Aimée www.omnimusic.com • Select songs and send your request to Mauricio and Aimée – We will send you the MP3 If you have a YouTube Channel for your Section, please provide us with your login • We can populate the mobile app with your content • Keep your account secure © 2013 SMPTE • Currently in pilot program with Ustream’s beta version • Use the SMPTE Release Form in the Section Toolkit • Live HD Streaming – with optional password control • Video archiving and embedding • Integrates with Facebook and Twitter • Video production services: Ustream Producer • Each Section will eventually have their own channel © 2013 SMPTE Blog • Transitioning from stand-alone Blogger to native Drupal module • Facilitate communication between reader and SMPTE • Includes commenting area • Casual writing styles are acceptable • Outlet to instantly post information that may not be appropriate for a press release © 2013 SMPTE • The world's largest network of local groups • Meetup makes it easy to attract attendees to local events • More than 9,000 groups get together, face-toface, each day • Currently testing with New York, UK and San Francisco – Plan to roll-out to every Section © 2013 SMPTE © 2013 SMPTE Public Relations • • • • Wall Street Communications • Press Releases and Media Pitching Send your Section Meeting Notices to Aimée at least twoweeks in advance • Media Alerts will be sent to local outlets for possible coverage and inclusion in event calendars When you feel something is worthy of more than a Media Alert, use the Newsworthy Assessment in the Section Toolkit and send it to Aimée www.smpte.org/media © 2013 SMPTE Printed Collateral • Vistaprint Marketing Center • Keeps branding consistent while providing you the opportunity to add local flair • Easily customizable materials – all in one place • High-quality products at low price = great value! • Order in your local currency • Banners, handouts, postcards, name tags • http://smpte.biz.vistaprint.com © 2013 SMPTE Mobile App • • • • • • http://smpte.mobapp.at Android, Apple, Kindle and web based Serves as a Quick Reference (mobile version the postcard handout) All SMPTE Events (including Sections) in the palm of your hand Breaking News, SMPTE Store, Digital Library, Quick Links to the Three Pillars, Member Benefits/Discounts, Photos/Video, Social Media, and Live Album for users to upload content We can send PUSH notifications, targeted geographically, as reminders to users in your area © 2013 SMPTE Best Practices Check your email for a list of best practices from this presentation. It will also be posted in the Section Toolkit. © 2013 SMPTE Questions? © 2013 SMPTE Questions? Comments? © 2013 SMPTE aimeericca@smpte.org rgorman@smpte.org FOR MORE INFORMATION © 2013 SMPTE © 2013 SMPTE
