architecting a customized social media marketing strategy – lessons learned from the world’s...
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Keynote Presentation: Architecting a customized social media marketing strategy – lessons learned from the world’s #1-ranked engineering design firm Presented: Paul Gennaro, Senior Vice President, Chief Communications Officer, AECOM During this presentation, Paul J. Gennaro, Senior Vice President and Chief Communications Officer of AECOM Technology Corp., will discuss how the world’s largest engineering design firm is leveraging social media to connect and engage with internal and external audiences globally. AECOM is an $8-billion provider of professional services that employs 45,000 architects, engineers, designers, planners, scientists and management professionals who serve clients in more than 140 countries. AECOM’s client base comprises approximately 50% business-to-business clients and 50% business-to-government clients – requiring a unique and tailored strategy for social media. During his presentation, Gennaro, PRWeek magazine’s 2013 PR Professional of the Year, will share background on AECOM’s social media presence; its use of various online platforms to advance thought leadership; and its ongoing development of its social media policy. www.bdionlne.comTRANSCRIPT
Architecting a customized social media marketing strategy — lessons learned from the world’s #1-ranked engineering design firm Paul J. Gennaro SVP & Chief Communications Officer, AECOM Technology Corp.
@PaulJGennaro [email protected]
Page 2
AECOM Overview
Company Overview & Project Portfolio – A global leader
• Professional Technical and Management Support Services • Key end markets: Construction Services; Environment; Energy; Facilities; Government;
Real Estate; Transportation; and Water – Broad range of services, including:
• Architectural Planning/Consulting and Engineering Design • Asset/Facilities Management • Design-Construct/Public-Private Partnerships • Environmental Health and Safety • Government Support • Management Support • Program, Cost and Construction Management • Specialist Consultancy • Transportation Planning
– 45,000+ employees operating in more than 140 countries – US$8.2 billion during the 12 months ended Sept. 30, 2013 – Currently No. 320 on the Fortune 500 list – Ranked by Ethisphere as one of the World’s Most Ethical companies – Recognized by the U.S. Chamber of Commerce’s Business Civic Leadership Center as
honoree for Best Corporate Stewardship
Page 3
AECOM Corporate Communications Operational Imperatives
1. Communications Excellence
2. Customer Delight
3. Team Effectiveness and Cohesiveness
Manage Corporate Communications as a Business
Page 4
6 Advance and optimize all internal and external Communications Channels
1
Drive Brand
optimization across
enterprise
2
Enable a collaborative,
connected and
engaged culture through a robust Internal
Communications program
3
Elevate Corporate Reputation through an integrated enterprise
and global
campaign
4
Maximize global
Professional Technical
Excellence
5
Deliver Financial
Communications that
positively position AECOM with the financial
community
Corporate Communications Enterprise Objectives
Social Media
Page 6
Social Media Mission and Objectives Leverage social media as an important component of our integrated suite of communications counsel, services and products that enable the achievement of AECOM’s strategic business goals — by protecting, preserving and enhancing the company’s corporate reputation and brands, and by driving effective internal communications in support of a highly engaged global workforce.
Externally – Thought leadership
– Convey differentiating brand attributes: Connected; Ingenuity; Driven; Vision; Ally
– CSR, Sustainability, Ethics
– Advance human progress
Internally – Leverage social media to provide timely and credible business information that
educates, motivates, informs and engages employees
– Connect our employees to drive collaboration
Page 7
AECOM Corporate Twitter feed: 18,873 followers
Page 8
AECOM’s Twitter feeds
18869 7,477
5,384 4946
2872 2592
2,293 1993
1207 1,245
664 864
498 1254
394
AECOM (CORP)ArchitectAECOM
DesignPlanAECOMpccAECOM
TransportAECOMTishmanBuildsWaterAECOM
EnvironAECOMStratPlusAECOMBuildEngAECOM
AECOMUrbanSOSSportsAECOM
CSOEconomicsAECOM
AECOMJobsConstructAECOM
FOLLOWERS
Data as of 12/2/13
Page 9
LinkedIn: 115,180 followers
Page 10
YouTube: 284 videos / 635,000 views / 917 subscribers
– Video postings on YouTube average two to three per month
– Organic submissions are focused strongly on people and social responsibility
– Corporate-produced videos leveraged multi-continental coordination to create 14 business line videos and three internal videos on a tight budget
– These videos also appear in various places on our AECOM.com and myAECOM intranet websites
– Postings on YouTube are mostly dependent on the AECOM submitters. Approval criteria includes appropriateness for an external audience, client approval, signed releases, no copyright infringement
– Commenting is disabled on the videos due to abuses
Page 11
Facebook: Building a closer relationship with our clients, audience
Page 12
Google +
Page 13
SlideShare
Page 14
ONE: The story thus far …
– AECOM’s flagship e-publication launched in 2010. Over 40,000 internal and external subscribers
– Stories in ONE come alive through audio, video and striking photography in a promotional tour de force (e.g., Issue 5 had 32 videos, 10 articles, one interactive map, one interactive video tour)
– Benefits of going digital include CSR and environmental credentials; real-time information, insight and analysis; richer, interactive reader experience; and savings on print/distribution
– Now published three times a year. Focus on showcasing industry debate, AECOM thought leadership and capabilities, and client profiles. Securing high-caliber exclusive interviews (e.g., former U.K. Prime Minister Sir John Major)
– Public Relations Society of America 2012 Best Digital Newsletter
Page 15
AECOM’s external blogs
Page 16
Chatter: Internal micro-blogging
Page 17
SharePoint and WordPress: Internal blogs
Page 18
Technical Networks
Effectiveness
Page 20
Online Landscape
Facebook1%
Traditional news 9%
Blogs 17%
Twitter 73%
AECOM social media presence
Parsons 3%
URS 25%
Jacobs 18%
AECOM 54%
Online presence of AECOM and peers
Messaging
Page 22
Positioning Spectrum
Asset and Process Based
“What you have/do”
Approach Based
“How you do it”
Benefit Based
“What your audiences receive”
Vision Based
“Why you do it”
Global
Big
Technical expertise
Breadth of services
Experience
Engineering
Architecture
Environmental
Transportation
Rigor and discipline
True integration
Integrity
Do what it takes
Relationships
Collaborative
Objective
Client centric
Knowledge sharing
Pride
Responsiveness
Making a difference
No surprises; on time
Opportunities
Peace of mind
Fresh thinking
Superior results/product
Access to talent, resources
Socially responsible
Passion for the work
Long term
Sustainable
Shaping a better future
Human progress
Competitor Brand Landscape
Page 23
Page 24
2013 Edelman Trust Barometer
Page 25
Hill+Knowlton Strategies Study
So, what does all of this mean for us and social media – and our purpose in the world?
Page 27
Our Purpose – from Forrest Gump
Drill Sergeant: Gump! What's your sole purpose in this army?
Forrest Gump: To do whatever you tell me, drill sergeant!
Drill Sergeant: Gosh darn it, Gump! You're a gosh-darn genius! This is the most outstanding answer I have ever heard. You must have a gosh-darn I.Q. of 160. You are gosh-darn gifted, Private Gump.
Whatever it takes
Page 28
Third-party Data Points
Architecting a customized social media marketing strategy — lessons learned from the world’s #1-ranked engineering design firm Paul J. Gennaro SVP & Chief Communications Officer, AECOM Technology Corp.
@PaulJGennaro [email protected]