Communicating with Our Members (Internal Communications)

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2 General IABC/Toronto took a strategic approach to communicating with members and external audiences. Although we needed to promote our programs and initiatives, we took it to the next level and asked, Why? What do we hope to achieve? We wanted stakeholders to have more than information. We wanted them to better understand the value of membership, get engaged in the chapter, and recognize the chapter for its leadership in the communications industry. We also wanted to them to have greater opportunities to Be Heard leading to the launch of a chapter blog, which allows every member to contribute at any time. We set measurable objectives for our communication as part of our overall strategic plan and then assessed results at year s end. Measures of success are as varied as our communication tactics, including: surveys, online activity (website and social media) and media coverage. The following submission describes activities from our July 1, 2011 to June 30, 2012 board year. The majority of the submission is focused on objectives and results, supported by narrative that describes implementation of some of those objectives in more detail. Communicating with Our Members (Internal Communications) Goals, Objectives and Results Goal: Member value create a relevant member experience. Measurable Objective Activities and Results Communicate the value of membership to current members via a variety of channels make staying the obvious choice. Communicator (chapter s newsletter) columns/articles dedicated to showing the value of membership: Get Onboard and Get Involved, What Can A Munch n Mingle Do For You? and The Benefits of Student Membership Last A Lifetime. Social media channels promoted all events and board initiatives. newsletters ( e-lerts which are distributed to members and non-members every two weeks) promoted added value (e.g., e-lert promoted membership offering lower-priced events, new discounts, webinars from international, international resources and award creation webinars). The Annual Report was published in the December 2011 Communicator and posted on the chapter website, reporting on the success/challenges of the previous board year, complete with final financial report. Used freebies from external partnerships for contests for members which we promoted as an added value (e.g., free event passes, registration discounts). Special interest group Professional Independent Communicators (PIC) issued bi-monthly Buzz e-newsletter and produced podcast to generate interest their programs and preview the events.

3 Promote events through social media channels and enable event attendees to connect online after the event. Implementation #IABCToronto used regularly to promote events on Twitter e.g., for all eight PD events, five networking events, chapter awards gala (OVATION), Communicator of the Year breakfast, AGM, Professional Independent Communicators (PIC) events. Members encouraged at every event to use the #IABCToronto hashtag and share insights. LinkedIn and Facebook used extensively to promote chapter events. Volunteers encouraged pre-event discussion by posting discussion questions related to the events. Twitter, Facebook, LinkedIn and Charity Village all used to encourage OVATION Award entries. Social Media social media activity within the chapter burst forward over the year. Our networks experienced significant growth (and both were regularly vetted for spam followers and members) - Twitter followers grew from 2,708 to 3,644 - LinkedIn group grew from 912 to 1,971 members - Facebook page grew from 79 to 307 Likes (Facebook Page was introduced in May 2011 as the previous Group was no longer supported by Facebook admin) - We aimed to use social media as a communication tactic to support all chapter initiatives event promotion, call for award entries, member recognition. The chapter started to measure social media participation on a monthly basis showing continued growth month-by-month. - Every program team was responsible for its own social media communication and designated a volunteer to draft the messages and complete a social media template. Each team had a volunteer in charge of managing the program s social media posts. The board of directors were constantly sharing/retweeting and posting about programs. Chapter website - is a robust website that was redesigned in 2009/2010. It includes event information, a newsfeed and a members-only section where members can access exclusive information and services such as CareerLine, our online job board, and volunteer applications. Members and non-members registered and paid for events through the website that is maintained by our external association management firm, under the guidance of the VP Member Communications. Newsletter #1 bi-weekly e-lert a newsletter ed to more than 4,100 member and non-member subscribers every other Tuesday. Besides highlighting the latest in chapter news and events, it also included a clearly identified paid advertising section our most popular advertising vehicle last year, next to CareerLine. Newsletter #2 Communicator a 12- or 16-page print newsletter that was mailed to members homes six times over the year. After struggling with a regular publication schedule in past years, we hit our goal of six issues for the year for the first time since Messages from the President the President issued several messages via the e-lert, and wrote a column for all six issues of Communicator. He also attended the majority of the chapter s events to speak directly with members/volunteers and welcomed attendees/introduced speakers at the Professional Development events each month. Meeting/event promotion events were promoted via the website, social media channels, newsletter, e-lert and by word of mouth volunteers promoted future events at other chapter functions. 2

4 Our Members Communicating with Us (Internal Communications) Goals, Objectives and Results Goal #1: Member value improve member satisfaction by understanding what value means to our members. Goal #2: Member engagement enhance the interactive member experience that enables members to connect with one another. Measurable Objective Generate one new way for members to share continual feedback or celebrate success. Initiate ten online discussions (or #hashtag conversations) with members on one of the IABC/Toronto social media tools. Gather feedback from all events and track results. Ensure an approval of more than 70% as an average Activities and Results A new blog was officially launched in September 2011 (soft launched in June). The blog was promoted as a way for members to share their thoughts and opinions and connect with other members. To promote it, the chapter had a naming contest and Commversations won as voted by members. Please see Exhibits: Appendix A for a full overview of the 49 member postings and views of each post. During OVATION (Bronze Quill) Awards gala, an event tweet wall was popular and resulted in #IABCtoronto being one of the top trenders on Twitter in Toronto that evening. It also received positive feedback in the gala event survey. Hashtag promoted at all events and regularly generated responses from members including quotes from PD speakers. IABC/Toronto group on LinkedIn active in online conversations, on a range of topics. Examples: photo policies for non-profits; social media conference. Chapter launched its first ever Twitter-contest to great success. The Mother s Day-themed contest asked our followers What s the best communications advice your mother ever gave you?. Contest received more than 63 tweet entries. After every chapter event, an event survey was issued to rate member satisfaction and gather suggestions for future events. Achieved targeted results including an overall content rating for all Professional Development events of 86% and 73% for all networking events. Implementation Although we have a lot to communicate to our members, we want hear from them and give them a forum for communicating with their peers. This year we amplified our tried and true member feedback channels (e.g., surveys) with more effective two-way communication in a bid to create an interactive member experience. 3

5 Social media members began to use our social media channels to communicate with us and each other. LinkedIn was the most active example of this, where members posted questions and discussion topics. Program surveys event attendees received a feedback survey the day after each event via . We used Survey Monkey and restricted event surveys to a few questions. - Participants provided us with event feedback, and direction/ideas for future events (including topics, speakers, themes and venues). The board and volunteer teams referred to this feedback throughout the year to improve programs. Volunteer survey volunteers completed an online satisfaction survey on their experience at the end of the board year in June and results were positive. 78 volunteers responded and 79% rated their experience good, very good or excellent. Social Media Policy Change As a result of the previous year s Think Tank, we opened up our social media channels to allow for more administrators than ever before. Instead of having one or two social media volunteers handling all of the chapter s postings, each individual program had social media volunteers. This led to a sharp increase in timely content and the channels being significantly more active on a weekly basis. It also was the genesis for the new chapter blog, which allowed members to contribute at any time. Board meetings There was a strong member response to the annual general meeting. The event welcomed more than 54 members to hear a recap of the year and have an opportunity to ask questions of the board in a town hall format. The event was recorded and posted to Youtube and has since been viewed more than 130 times. Although no members did so, they were also welcome to attend regular monthly board meetings. Membership survey IABC/Toronto conducts a membership survey every two years. This year was a non-survey year, but as the survey was done late the previous board year, the feedback was presented to the 2011/2012 board at the first strategy planning meeting. The feedback helped the President to adjust the three-year strategy (in the second year of the plan) and each VP to create their portfolio plans. External Communications Goals, Objectives and Results Goal: External relevance of the organization and the profession i) improve awareness of the value and benefits of membership and ii) strengthen recognition of the chapter and profession in the business community. Measurable Objective Increase external marketing efforts get 100 media hits. Activities and Results Total of 110 media hits. Communications Year in Review Report Card on Toronto s Top Newsmakers of 2011 received 37 media hits, including an interview with the on CBC s Metro Morning (Toronto s top radio morning show) Chapter president was also interviewed on national programs: CTV News Channel, Global Television Communicator of the Year winner was interviewed by CBC s Metro Morning (Toronto s top radio morning show), the Grid Magazine and Marketing Magazine. Target 3-10 external speaking engagements by board members Delivered eight presentations to local colleges. Chapter leader spoke to Xstrata Nickel Corporation about social 4

6 Measurable Objective (two for marketing, 5-8 for students). Strengthen existing partnerships and secure one new partnership. Maintain online conversation about the OVATION Awards program to promote entries and celebrate event. Activities and Results media and IABC/Toronto past-president spoke communication strategies to the Human Resources Professionals Association at their conference, Toronto Connects. Continued partnership with MESH ( Canada s Web Conference a very popular event). Started new partnerships with Define TO (social media conference) and Human Resources Professionals Association conference. Chapter had a representative at all three events. Twitter, Facebook, LinkedIn, and Charity Village promoted entries. Tweet wall at gala event #IABCtoronto one of the top trenders on Twitter in Toronto. Articles posted on PR In Canada website and philanthropy award winner interviewed on CBC s Metro Morning. Promote the importance of communications in business to external audiences using one new tactic. Promote the Communicator of the Year (COTY) program externally to encourage nominations and event attendance where senior members comprise 40% of audience. Marketing team created What Does Communications Mean to You? video. Video was launched at OVATION gala (played for more 250 attendees) and added to Youtube channel. Video has since received more 290 views. Nominations and event promoted through six e-lert notices, special blast, website, news release, several social media posts, and Communicator. External communication was coordinated with winner s communications team, including news releases and interviews with media Results: Received three high-quality nominations and selected and Catherine Zahn, President and CEO of the Centre for Addiction and Mental Health (CAMH). Successful event held March 20: 87 total registrants (45% were senior with 10+ years experience), 99% rated event 7 out of 10 or higher. Implementation As outlined in the above table, our Marketing Communications team relentlessly pursued building our external profile for the chapter. The team used traditional tactics (e.g., press releases, advertising), but also looked for innovative ways to get IABC/Toronto s name out there. Some examples: Communications Year in Review Report Card on Toronto s Top Newsmakers the marketing team launched the chapter s second annual report card in January The report assessed the communications efforts of four of Toronto s top 2011 newsmakers and evaluated them on five main criteria: strategy, message, spokespeople, execution and outcome. - A copy of the Report Card is posted on under News - The initiative demonstrated the chapter s communication expertise and earned attention from other chapters and IABC International. 5

7 Social media as noted earlier in this entry, social media was used as a communication tactic to promote all of our programs and events, to both members and non-members. Many non-members who attended events learned about the event via social media. 6

8 Budget Although there is no revenue specifically allocated to the following Member and Marketing Communications budget, overall chapter expenses are offset by revenues in other areas (e.g., advertising). Expenses Budget Actual MEMBER COMMUNICATIONS $17, $27, Communicator Printing $17, $26, Special Supplements $0.00 $0.00 Food & Beverage (meetings) $ $ Web Site $ $ Conference Calls $0.74 $ MARKETING COMMUNICATIONS $4, $4, Activity (collateral, media) Food & Beverage (volunteer meetings) $ $ Chapter Advertising $3, $4, External events participation $ $ TOTAL $21, $31,930 Obstacles/Challenges Expense of Communicator as our membership continued to grow and postage fees increased, printing and mailing the newsletter to all members became increasingly expensive. The inconsistent publication schedule of the newsletter in the past meant that we had lost interest from advertisers and the board role of Advertising and Sponsorship VP was vacant for the majority of the year. Blog Administration Initially, we had some challenges with the speed and consistency of appearance in which blog posts by members were posted. In the end, a decision was made to have one office administration person responsible for the physical posting and a volunteer blog director approving the content (checking for typos or anything that might be inappropriate to post). Room for Improvement We still need to work on nurturing on-line conversations on each of our networks. On-line conversations usually seem to be limited to a few responses. Exhibits Appendix A: IABC/Toronto Blog Statistics: Posts and Views Appendix B: Communicator Article: Get On Board and Get Involved 7

9 Name of Blog Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Blog: Beginners Guide to Google Blog: Great Tools for editing Blog: Job Hunting Blog: What makes a good leader Blog: What to write Blog: 26 things I've learned Blog: I am not an urban planner Contest - Name this blog Blog: Social Marketing Starts with coffee Blog: My quest for the secrets of corporate storytelling Blog: volunteer-recruitment-night-attracts-tons-of-top-talent/ Blog: Vote for our blog name Blog: stats-versus-stories-inspiring-your-audience-to-action/ Blog:why-communicators-need-to-care-about-sustainability/ Blog: Ditch the Jargon Blog: 90% of life is just showing up Blog: Commversations wins blog name Blog: Social media two way street Blog: International Plain language Day Blog: Steve Jobs greatest success Blog: Media Literacy Blog: Online versus Print Blog: Going Viral - embracing risk Blog: Social media commandments Blog: Social media in the workplace Blog: The ironies of being a communicators Blog: How to get a second date Blog: The element of surprise Blog: Think small, act big for your book Blog: Excellent communications for successful infrastructure Blog: Broken telephone - Occupy Toronto Blog: What Camera to Buy Blog: 20-things-ive-learned-in-20-years-as-an-independent/ Blog: pictures-from-iabc-whister-via-vancouver/ Blog: more words must die Blog: Jerry-rigged or jury rigged Blog: Old lessons for a new game Blog: Have your say ttc takes top Blog: Pragmatic makes me ecstatic Blog: Five Screenwriting rules to improve your writing Blog: Why your communication plan sucks Blog: Why are you a communicator Blog: Language heats up with scandal 43 5 Blog: do-you-need-to-go-on-an-information-diet 73 Blog: all-work-and-no-play-makes-communicators-bad-at-their-job 66 Blog: what-do-you-love-about-iabc/ 30 Blog: how-do-you-like-our-new-blook 23 Please note, due to an Google Analytics error, stats for the blog were not tracked in April and May of 2012

10 PRESIDENT S MESSAGE GET ON BOARD AND GET INVOLVED Behind the scenes, it really feels like IABC/Toronto is a massive train that keeps rolling all the time. No matter what the season, time of day, or day of the week, there are always exceptional people making a contribution to this chapter. Yet even with all of this activity going on, there is still plenty of room for more members to hop on board this train and get more engaged. As you read this, there are volunteers working hard to plan the year ahead. So many passionate volunteers have been working on various projects right through the dog days of summer! In just my first month of being IABC/Toronto President, I have had the pleasure of interacting with more than 40 members via , phone, social media channels and in person. And the fun is really just beginning, because for me, what I value most about my IABC membership is the chance to connect with new people. So, this is my personal invitation to every member to try to get a little more involved this year. How? Well, certainly the most rewarding way is by volunteering and I look forward to meeting many people at Volunteer Recruitment Night on September 21 st. If you can t volunteer, or make it out to professional development or networking events on a regular basis, I encourage you to get involved online. There are now so many ways for us to connect with each other. You could join or start a discussion in our LinkedIn group or on our new Facebook page. You can follow the discussion (hashtag#iabctoronto) on Twitter on the night of an event. Or you can post an entry on our new blog. Every time a member contributes, it helps enrich the IABC experience for all of us. Not only do these social networks help us stay connected to our local communications community, but they also allow us to share valuable insights and ideas on a daily basis. Many times when speaking with members I have related the IABC experience to being much like a gym membership: you truly do get out of it what you put in to it. If you don t make a point of visiting regularly, you won t see the benefits. It s now easier to connect and get engaged at IABC/Toronto than ever before hop on board and start reaping the benefits! I look forward to hearing your ideas and seeing your contributions. Trell Huether President, IABC/Toronto toronto-president@iabc.com Communicator AUGUST