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K&C Leadership Seminar: Report Out on Initiatives and Business Plans Communications Strategies Team Members Robert Camp Lee Hawkins Elio Manes K.C. Toh June 12, 2007 Recommendation Brief description: 1. Poor internal communication among unit leaders (divisions, sections, etc.) 2. Poor external communication to members 2 Recommendation Brief description (cont’d): • Poor internal communication among unit leaders (divisions, sections, etc.) - Too much (irrelevant) - Too little (don’t know what’s going 3 Recommendation Causes: • Inconsistent message going out to members • Loss of synergy/cooperation among units • Lack of common understanding of mission/purpose • Difficulty reaching target audience (lack of focus – too broad) 4 Recommendation Poor external communication to members: • Information not addressing what’s needed by members • Too much information (real message lost and overwhelming) • One-way communication (pushed out to members) - Difficult for members to communicate back (feedback/voice of customer missing) Little understanding of cultural communication issues 5 Initiative Overview Initiative: • For Internal communication – Assess effectiveness of K&C Communique (audience, content, usefulness, etc.) – Explore development of “cross-roads” (whatever format) for unit leaders to communicate – Coordinate among all sectors to better market information to common customers (to not overwhelm with information) 6 Initiative Overview Initiative • For external communication – Technology (media) that feeds content to members based on their interest only – Survey of members’ technical interest (need more data)/also serves purpose of need for feedback from members – Create and promote COP’s and other avenues that allow members to connect with ASME and state their needs* 7 *Focus of this presentation Assumptions/Risks Assumptions: - First focus on External communication problem (need to first understand customer needs and then fix our internal communication problems) Risks/Obstacles: - If you don’t first focus on improving External communication, run risk of becoming very effective communicating internally – as well as efficient in sending out information that members may not want 8 Action Plan Schedule: Tasks: • Create a • July’07 – COP on Feb’08 topic “Ask ASME” (tied to division and section websites) • Market COP to members Responsibility: Metric: • K&C • Launch Communica COP with tions enhance Committee ments and ASME staff, including Marketing 9 Resources Needed Resources: Need technology platform that allows members to enter key words based on interest on COP - System directs user to information sources (people, documents, websites, etc.) - Moderator to traffic questions and direct to appropriate unit leaders - Not behind a sign-in (must be public and searchable) - Need to develop rules of conduct and expectations for COP 10 Results Success Indicators (measures) • Number of COP user sessions • User satisfaction Metrics (targets) • 100 sessions/ month • 100% satisfaction with COP 11 Marketing and Reporting • Marketing Plan: - Roll out publicity campaign through all Society mediums (ASMENews, newsletters, targeted mass emails, and other announcements) • Reporting Plan: - Track use of COP sessions and feedback to all Society unit leaders (not just K&C) and ASME Marketing Dept. 12