www.ireng.org


called SUPERDREAM, which is based in Bromsgrove in the West Midlands. The company comprises around 50 people and offers a complete marketing service , including digital, branding and media and boasts a client list from a diverse range of B2B and B2C clients, including from the steel industry. The following ideas and content are a summary of a presentation I gave at the 2017 IRE AGM which in turn IS based on a Superdream company presentation to the IRE.


Objective: To increase the new membership level.


• Increase awareness and raise the profile of the Institute of Refractories Engineers via social media.


• Drive traffic to the website and journal.


• Position the Institute of Refractory Engineers as a source of industry knowledge and a forum for the exchange of information and ideas.


The Approach: • Increase awareness of the Institute of Refractories Engineers – inform and drive people to the Institute of Refractories Engineers website & Forum, Technical papers, Events and Newsletter.


• Utilise existing technical content and adapt for social – from sources such as the Institute of Refractories Engineers bi-monthly journal, IRE website and independent open sources, etc.


• Position the Institute of Refractories Engineers as an industry knowledge base – a source of topical and thought provoking content that will create a community for like-minded professionals and engineering students.


The Platforms: Social media is important for businesses as it allows them to: • Learn more about their customers while reaching new audiences. • Increase brand awareness in an affordable way. • Provide trackable monitoring and outcomes.


• LinkedIn is more B2B focused and can allow the Institute of Refractory Engineers to expand its professional network.


Proposed:


• On average, Facebook/LinkedIn non-paid posts only reach 2.0% of your target audience. Whereas with paid posts, you will reach on average 72% of your target audience. Hence, to grow brand awareness quickly – paid posts maximise the numbers in your target group who see your brand.


• Paid ads allow businesses to reach people that have an interest or have shown interest in the past in your industry /business sector. This allows us to target the kind of person who is likely to engage with the IRE. These posts do not appear on your Facebook news feed.


• The target audience for the IRE would be students and young professionals as well as seasoned professionals in related industries.


Using this target criteria gives:


a) Facebook potential reach; Asia • Potential reach = 72,000 members that match targeting and interests. Europe • Potential reach = 111,000 members that match targeting and interests. South America • Potential reach = 1,000,000 members that match targeting and interests.


b) LinkedIn potential reach;


Asia • Potential reach = 6,000+ members that match targeting and interests.


Europe • Potential reach = 7,000+ members that match targeting and interests. South America • Potential reach = 1,000+ members that match targeting and interests.


The cost:


The proposal under consideration is to commission a Social Media Campaign for a period of 6 months initially, to enable the IRE to evaluate the response and the roles of all parties involved. The final package and hence the cost, is still under discussion, but likely to be of the order of £5- 10k for the 6 months.


WHAT WE WOULD LIKE FROM YOU, THE EXISTING MEMBERS (and non-members who read this journal);


Please let the IRE have your comments about its form and function NOW and WHAT YOU WOULD LIKE TO SEE GOING FORWARD – we really would appreciate this!


January 2018 Issue ENGINEER THE REFRACTORIES 5


Institute News


• Facebook and Linkedin Business are recommended as the right platforms to achieve a global reach for the Institute of Refractories Engineers.


• Facebook is an open platform with increasing business and professional use. It allows the professional community to engage and communicate with like-minded people.


NOTE: Facebook has restricted access in The Peoples Republic of China as have most external open platforms (LinkedIn professional is more readily accepted).


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