© 2013 smpte. 01 vision statement 02 local objectives 03 strategy 04 tactics for local sections...
TRANSCRIPT
© 2013 SMPTE
© 2013 SMPTE
01 Vision Statement
02 Local Objectives
03 Strategy
04 TacticsFor Local Sections
Marketing and
Communications 05 Best Practices
© 2013 SMPTE
01 Vision Statement
To be the preeminent leader in the advancement of the art, science, and craft of the image, sound and metadata ecosystem.
© 2013 SMPTE
02 Local Objectives
CONNECT
© 2013 SMPTE
02 Local Objectives
CONNECT
INFORM
© 2013 SMPTE
02 Local Objectives
CONNECT
INFORM
ENGAGE
© 2013 SMPTE
02 Local Objectives
CONNECT
INFORM
ENGAGE
INSPIRE
© 2013 SMPTE
02 Local Objectives
Connect with current members and prospects
© 2013 SMPTE
02 Local Objectives
Connect with current members and prospects
Inform them of events, news and happenings
© 2013 SMPTE
02 Local Objectives
Connect with current members and prospects
Inform them of events, news and happenings
Engage them to hold a vested interest in SMPTE
© 2013 SMPTE
02 Local Objectives
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
02 Local Objectives
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
03 Strategy
Be where they are!
© 2013 SMPTE
03 Strategy
So Where Are They?
© 2013 SMPTE
03 Strategy
So Where Are They?• Working
© 2013 SMPTE
03 Strategy
So Where Are They?• Working
• Social Media
© 2013 SMPTE
03 Strategy
So Where Are They?• Working
• Social Media
• Reading news
© 2013 SMPTE
03 Strategy
So Where Are They?• Working
• Social Media
• Reading news
• Attending Section Meetings
© 2013 SMPTE
03 Strategy
So Where Are They?• Working
• Social Media
• Reading news
• Attending Section Meetings
(hopefully)
© 2013 SMPTE
03 Strategy
So Where Are They?• Working
• Social Media
• Reading news
• Attending Section Meetings
• Checking Smart Devices
© 2013 SMPTE
03 Strategy
So Where Are They?• Working
• Social Media
• Reading news
• Attending Section Meetings
• Checking Smart Devices
A study by Kleiner Perkins Caufield and Byers found the average user checks
their phone about 150 times per day.
© 2013 SMPTE
04 Tactics
Tools You Can Use!
© 2013 SMPTE
04 Tactics
Tools You Can Use!• Email
© 2013 SMPTE
04 Tactics
Tools You Can Use!• Email
• Website
© 2013 SMPTE
04 Tactics
Tools You Can Use!• Email
• Website
• Social Media
© 2013 SMPTE
04 Tactics
Tools You Can Use!• Email
• Website
• Social Media
• Public Relations
© 2013 SMPTE
04 Tactics
Tools You Can Use!• Email
• Website
• Social Media
• Public Relations
• Printed Collateral
© 2013 SMPTE
04 Tactics
Tools You Can Use!• Email
• Website
• Social Media
• Public Relations
• Printed Collateral
• SMPTE Mobile App
© 2013 SMPTE
04 Tactics
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
04 Tactics
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
04 Tactics
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
04 Tactics
Social MediaSocial 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
04 Tactics
© 2013 SMPTE
04 Tactics
• 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
@smpteconnect@smpteatc@philasmpte@smpteuk@smpteny@smptetor@smptedc@smpte_australia
© 2013 SMPTE
04 Tactics
• 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
04 Tactics
• www.linkedin.com/groups/SMPTE-Society-Motion-Picture-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
04 Tactics
• 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
04 Tactics
• 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
04 Tactics
• 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
04 Tactics
• 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
Blog
© 2013 SMPTE
04 Tactics
• 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-to-
face, each day• Currently testing with New York, UK and San
Francisco – Plan to roll-out to every Section
© 2013 SMPTE
04 Tactics
© 2013 SMPTE
04 Tactics
Public Relations• Wall Street Communications
• Press Releases and Media Pitching• Send your Section Meeting Notices to Aimée at least two-
weeks 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
04 Tactics
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
04 Tactics
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
04 Tactics
Best PracticesCheck your email for a list of best practices
from this presentation. It will also be posted in
the Section Toolkit.
© 2013 SMPTE
04 Tactics
Questions?
© 2013 SMPTE
04 Tactics
Questions? Comments?
© 2013 SMPTE
OFF THE AIR