5 th Annual Regional Council Summit February 22 – 23, 2013 Phoenix, AZ

1. ENGAGE * Inspire * Lead 5th Annual Regional Council Summit February 22 – 23, 2013 Phoenix, AZ

2. 2013 Regional Council Summit Town Hall Meeting Bob Carr, SPHR SVP, Membership, Marketing and External Affairs February 2013

3. SHRM’s Strategic Initiatives for the Profession

4. Thank You!

5. PR & Working with the Media Amy Thompson, VP Public Affairs

6. PR 101 Public Affairs: Who Are We and What Do We Do Team of 8: PR, Media Relations, Social Engagement and Communications Professionals National Visibility Campaigns Media Relations & Media Training Crisis Communications Speakers Bureau Social Media Engagement

7. PR 101 What is PR?

8. Working with the Media What is Media Relations? Working with reporters to get SHRM and the HR industry positive media coverage Develop ideas and “pitch” them to reporters Set up interviews for key spokespeople Use social media to promote SHRM stories Write by-lined articles, opinion pieces and letters to editor Responding to reporter requests for information and interviews Identify appropriate spokespeople Coordinate interviews Follow up with reporters; respond to negative press

9. SHRM in Top Media

10. Working with the Media Your Role Remember that you are speaking on behalf of SHRM and representing the HR profession Provide context or crystallize an issue Ensure that the reporter has the “correct” story Correct any misperception or factual error Provide a quote that captures the message you want to deliver Give feedback to SHRM Media Relations

11. Working with the Media

12. Working with the Media

13. Working with the Media

14. Working with the Media Special Projects Bring Recognition

15. Working with the Media Wall Street Journal ‘Employment Trends’ Section

16. Working with the Media

17. Working with the Media CNBC at Annual Conference

18. Working with the Media Then What? Share the resulting article with your company’s PR, communications or marketing team for promotion Post article on your state council website Include media mention in your council newsletter Mention it on Twitter Include #SHRM hashtag Include media outlet’s Twitter handle Copy @SHRMPress Post on state council Facebookpage,include it as a LinkedIn update

19. The Interview: How to Ace It Preparing for the Interview Write down your 3 messages Each messages contains one idea No “ands” “buts” or “howevers” Each message should be about 10 words Practice saying your messages Should be able to say all 3 messages in 30-45 seconds Say your messages out loud Record on video or any portable device Watch, listen and judge your messages

20. The Interview: How to Ace It Tips for Creating Sound Bites Bold Action Words “We will crush them.” Examples “I like juice” is abstract “I love Welch’s Grape Juice” is an example Emotions “It was the happiest day of my life.”

21. The Interview: How to Ace It Tips for Creating Sound Bites Attacks “We will pulverize the competition.” Absolutes “We are 100% certain that…” Cliches “They are selling like hot cakes!”

22. The Interview: How to Ace It Tips for Creating Sound Bites Rhetorical Questions “Are we the best in the world?” Analogy “Solid as a rock.” Pop Culture References “We are the New York Yankees of the …”

23. The Interview: How to Ace It Three Easiest Sound Bites to Use Emotion because all you have to do is describe how you feel about your message point. Absolutes are really easy because all you have to do is insert a “must” “always” “never” or “absolutely” into the message. Rhetorical questions because all you have to do is restate your message as a question and it becomes more quotable.

24. SHRM Public Affairs Follow Us on Twitter SHRM: @SHRM Public Affairs: @SHRMPress Thank You! Amy Thompson Vice President, Public Affairs Amy.Thompson@shrm.org 703-535-6329

25. Membership Marketing Madness And How to Stay Sane Chantal Rotondo Manager, Membership Acquisition Marketing

26. Membership Marketing Madness Marketing Stats Inbound Leads Cost 61% less than Outbound leads A customer has an average of 3.8 touch points with a brand before taking an action. 50% of qualified leads are not ready to purchase immediately. The average sales cycle has increased 22% over the past 5 years due to more decision makers being involved in the buying process. 90% of consumer buying decisions start on the web Blogs, social media and organic search are the 3 least expensive methods of lead generation 81 billion minutes spent on social networks and blogs in 2011

27. Membership Marketing Madness Marketing Stats Companies that blog effectively generate 55% more traffic and 70% more leads than those who don’t 70% additional leads generated by B2B companies that blog 1 to 2 times per month over those that don’t blog at all LinkedIn is 277% more effective for lead generation than Facebook and twitter 35% of email recipients open email based on the subject line alone 188 million U.S. Internet users watched 37.7 billion online content videos in August 2012 alone Video testimonials on YouTube can generate up to 3x more conversions than organic visitors

28. Membership Marketing Madness JOIN ENGAGE RENEW

29. Membership Marketing Madness What can You do at the State Level? Evaluate your State Council’s identity/online presence Think about how you can help share content, generate leads, drive traffic to your chapters Online lead capture forms State-coordinated mailings to at-large members, expired chapter members & prospects Manage media relations including online event postings Solicit a marketing agency, intern or professional marketer in transition to help give advice and/or take on work

30. Membership Marketing Madness What can You do at the State Level? Conduct a Membership Survey to all individuals in the state Identify what members value most Help clarify the elevator speech of why to join a chapter Identify areas of improvement Help your chapters understand the lifetime value of a member Most associations lose money acquiring a new member but make it back once they renew or purchase additional products Help the chapters create/update their membership marketing plans Identify 4 P’s: People, Price, Promotion, Place How are they generating awareness for themselves How are they following up on leads How are they engaging current members, especially first time members

31. Membership Marketing Madness Resources for You & the Chapters CLA calls and webinars with Scott and Phyllis Membership Marketing Summit at Leadership (and past presentation slides online) VLRC Each Other

32. Membership Marketing Madness So… How do we stay sane? Prioritize – look at cost, potential impact, effort and importance to the audience Create a plan of the 3 things you want to accomplish in 2013 Share the vision to engage your board and chapters Share the “WIIFM” message Be data driven In today’s marketing world, it’s fine to fail- as long as you learn from it! Remember to record and share learnings

33. Thank You!