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Welcome to the IABC/Atlanta E-News!
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May 2012
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 MAY 22 LUNCHEON:
Using Measurement to Sell Programs to
ManagementHow to get leaders to listen to you
Your professional experience and your title seem to have little impact on getting leaders to listen to good communication advice. What to do? It helps to speak their language - numbers - to get their attention. This session will share examples of how to gather research quickly and effectively to make yourself more credible when you advise your management team. Some of the examples will include:
- Gathering qualitative research on emerging issues to let leaders know exactly how a planned change is likely to be interpreted by stakeholders, which may be quite different from their original intent.
- Using previous situations where your advice was not taken to show the resulting negative business impact.
- Using pilot/control groups to demonstrate the difference the right communication approach can make.
- Gathering quick survey data to show the extent of an existing communication need or the ROI of a recent communication solution.
Angela Sinickas, ABC and IABC Fellow, is president of Sinickas Communications, Inc., an international consulting firm that has worked with 25% of the Forbes largest 100 global companies. Author of the manual How to Measure Your Communication Programs, Angela has written more than 140 articles, spoken at conferences in 29 countries, and has received 17 Gold Quills for measurably effective communication.
Costs: IABC Members: $32 ($42 after 5/18/12)
Non-member: $47 ($57 after 5/18/12)
IABC Student Member: $15 2012 Board Member: $15 2012 Annual Pass Holder: No Charge Time/Location:
11:15 - 1 p.m.Maggiano's Little Italy/Buckhead3368 Peachtree Rd NEAtlanta, GA 30326
To purchase ticket's for May's Monthly IABC/Atlanta Luncheon,
please go HERE
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INVEST IN YOUR FUTURE
by Terry Cerisoles
IABC/Atlanta Membership Chair
Ingredients:
- Take World-Class Communication Experts
- Mix with the Opportunity to Network with Your Colleagues from Around the World
- Add in a City of Unsurpassed Beauty, Famed for its Shopping, Museums, Architecture and Thousands of Restaurants
What do you get? THE 2012 IABC WORLD CONFERENCE! Here's what some of your IABC/Atlanta colleagues have to say about their experience:
"Communication professionals often face similar challenges, and it's always great to connect with other colleagues at the IABC World Conference to share best practices. The sessions are relevant and informative, and I find that I always come away from the conference revitalized and full of new ideas.Arianne Frain
Turner Broadcasting System, Inc.
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MEMBER SPOTLIGHT:
Eric Berrios Approaches Professional Life
Like Gardening as interviewed by Amelia Pavlik IABC/Atlanta Communications "People are a lot like plants, and problems are a lot like weeds. When it comes to people, some thrive in a particular workplace, while others don't, just as certain plants thrive in a particular garden, while others don't make it," said Berrios, who is director of Strategic Planning, Realm Advertising, an avid gardener, and is also president-elect of IABC/Atlanta. "And if problems in a business, internal or client-related, are not dealt with quickly, they behave much like weeds - they spread and wreak havoc on everything." Approaching his professional life like he does his garden has contributed to Berrios's success in the communications world. In addition to his role as president-elect, Berrios is also director of strategic planning at Realm Advertising, which specializes in business-to-business marketing and employee communications and has a reputation for exceptional customer service and satisfaction.
Recently, IABC/Atlanta E-News had a chance to learn more about Berrios. Here's what he shared....Read More
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HAS YOUR COMPANY MOBILIZED
FOR MOBILE?
by Don Mitchell
IABC/Atlanta Communications
With the onslaught of smartphones, tablets and other mobile computing devices,  people are finding it easier and easier to acess information when they are on the go. While some social media apps can be considered little more than fad, others have staying power, and mobile computing will continue to grow exponentially. Smartphone and tablet sales have already overtaken PC sales, according to this article from Mashable.
Currently over 82% of American adults own a cell phone (Pew), and of those, nearly a third (31%) own a smartphone or a cell phone with an app-based, web-enabled operating system (Nielson). So the question is, what do people see when they visit your website using a mobile device?
Because the screen size of the smartphone or tablet is much smaller than that of a desktop or laptop monitor, it is more important than ever to consider how people are getting their information and what type of information they are looking for.
...Read More
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COMPLIMENTS OF IABC/ATLANTA:
CW Radio # 25 Building an employee volunteer program, an interview with Ed Kamrin
In this interview, Ed Kamrin, a client communication manager with Wordwright  Communications, looks at the myriad benefits employee volunteer programs provide not only the employee and the wider community, but the organization as well. He also provides tips and resources to help you implement your own program.
Check out Ed's three-part CW Bulletin series for more information about how to build an employee volunteer program. The first installment in the series offers tips for building a business case for your program.
Ed Kamrin's Podcast
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Search Retargeting - Keywords and Technology
by Ray Peabody
IABC/Atlanta Technology SIG Chair
With searchers spending only 4% of their time online in search engines, how do we marketers leverage their expressed search intent as they move quickly to content websites?
"Retargeting" with display advertising provides an opportunity to proactively reach a consumer or business that has expressed interest in a product, service or solution that your company can provide. Advertising on Search Engine Result Pages (SERP) provides the first opportunity to capture the attention of the user, which can happen in a highly targeted manner with properly executed campaigns. A Pew Internet Study (February 2012) reports that 91% of people use the internet for access to search engines. Search engine marketing has grown into a multibillion-dollar industry due to its ability to reach consumers and decision-makers when they are actively engaged in gathering information. Search queries are the greatest indicator of intent, because they are recent and explicit and ubiquitous. Retargeting leverages this expressed intent and enables display advertising to be targeted more than by traditional media means of content, geography and demographics. Just as in search, be sure to start with a broad set of keywords of your brand, your product or service, and other terms likely to draw your prospect's interest. These should include your current search terms as well as keywords that are higher in the search funnel and more reflective of earlier-stage interest and awareness. Currently there are three ways reach these prospective customers:
1. Site retargeting 2. Content retargeting 3. Search retargeting Site retargeting reaches those who found your website through search, visited, and then left your website. During this visit, your website developer enabled your site to place a cookie on the site visitor's browser. This is a basic function as it also enables your website to report analytics. For retargeting to work most effectively, your website developer would place additional cookies in content areas or on shopping carts so that the display ad messages you deploy can be better targeted and turned off when the site visitor has taken action or reached your defined "frequency cap". Content retargeting recognizes or predicts what the searcher was looking for by the search query used and the subsequent "clickstream" of websites visited. There are numerous advertising networks that offer advertisers means to reach consumers many different ways. ...Read More
Several photos provided as a courtesy of our IABC/Atlanta Photographer: Leland Holder
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TAKEAWAY TIDBITS
Golden Flame Winner's Circle
Every communicator wants to be noticed, and winning a Golden Flame award puts you in the spotlight! At the April 24th luncheon, Golden Flame award winners moderated roundtables where they shared insights into what makes a winning entry.
A few tips that came out of these discussions:
- At Edelman, an awards committee reviews the entries before they are submitted. The reviewers are people who did not work on the program being submitted, so they have an objective eye for determining if the write-up is clearly responding to the award criteria.
- When the UPS communications team prepares an award submission, they make sure that they always link the results to the objectives. In the section of the entry that asks about results, they make specific reference to the objectives.
- Proof of results doesn't always have to be based on quantitative research - qualitative feedback is also valuable. The team at ExpressJet Airlines collects examples of how employees have used communications content in their day-to-day work. This is one way of proving that communications materials are getting results and building business acumen.
Many thanks to our award-winning roundtable moderators: Nisha Chandran from Edelman, Kirk Englehardt from Georgia Tech, Kathy Hogan from UPS, Jessica Lacy from GCI, Kate Modolo from ExpressJet Airlines, and Lisa Sharp from Children's Healthcare of Atlanta.
Want more tips on submitting an award-winning entry? Join us for the June 7th Golden Flame Workshop from 5 to 7 p.m. at Turner in Midtown. Register here.
IABC/New Orleans Needs Your Help!
IABC/New Orleans Chapter's Golden Flame competition is under way, and they've asked our chapter to help with judging. Please click on this link for more information on how to help our sister chapter!
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Upcoming Events
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NOTE: Monthly luncheons will either be held at Maggiano's in Buckhead or Villa Christina at the Perimeter.
May 22: IABC/Atlanta Monthly Luncheon
11:15 a.m. to 1 p.m.
"Using Measurement to Sell Programs to Management"
Angela Sinickas, ABC
Location: Maggiano's Little Italy Buckhead
3368 Peachtree Road Atlanta, GA 30326
Atlanta, Georgia 30326
June 7: Golden Flames Workshop
5 - 7 p.m.
"Pushing up 7s: How these entries won gold; and how you can, too!"
Location: Turner Broadcasting System, Inc. (TBS, Inc.)
1050 Techwood Drive, Bldg. 10
Atlanta, GA 30318
(Box dinners will be provided.)
June & December: Tech SIG Upcoming Dates
More Details to Come!
June 20: Mixer for New Members
More Details to Come!
June 25-27: IABC World Conference, Chicago
June 26: IABC/Atlanta Monthly Luncheon
"Crisis Management Case Studies"
More Details to Come!
July 26 & October 18: Employee SIG Upcoming Dates
On July 26, 2012 join us for a roundtable discussion with fellow
Atlanta-area communicators who will share summaries of
sessions, overall learnings and perceived trends from the
2012 IABC World Conference. We'll also have time for
open discussion. Our final Employee Communications SIG
will be on Oct. 18, 2012. More Details to Come!
July 24: IABC/Atlanta Monthly Luncheon
More Details to Come!
July 28: Golden Flames Workshop
9 a.m. - Noon
"Are You a 7? Find out how your entry might measure up!"
Location: Turner Broadcasting System, Inc. (TBS, Inc.)
1050 Techwood Drive, Bldg. 10
Atlanta, GA 30318
(Refreshments will be provided.)
August 28: IABC/Atlanta Monthly Luncheon
More Details to Come!
September 25: IABC/Atlanta Monthly Luncheon
More Details to Come!
October 25: IABC/Atlanta Golden Flames, Fox Theater
More Details to Come!
November 27: IABC/Atlanta Monthly Luncheon
More Details to Come!
December 6: Mixer for New Members
More Details to Come!
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For more information, contact: IABC/Atlanta Communications
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