engaging employees in your social media strategy - vanessa zambo, terracon
DESCRIPTION
Presented at the Business Marketing Association of Kansas City on Wednesday, July 17, 2013. Vanessa Zambo, Vice President/Principal and Director of Marketing Communications at Terracon discusses their successes and lessons learned in using video, content, and employees to drive their corporate social media. In this presentation, Vanessa shares how Terracon has not only structured their social media strategy, but their entire online strategy and how all of their sites (YouTube, Facebook, LinkedIn, Terracon.com, and Terracon App) work together.TRANSCRIPT
Engaging Employees in Your Social Media Strategy
Vanessa Zambo, CPSMDirector of Marketing and CommunicationsVice President
July 17, 2013
Engineering Consulting Firm
140 Offices Nationwide
Committed to youth in engineering and our communities
Clients: Architects, Engineers, Contractors, Developers, State, Local and Federal Gov.
Who are we?
Demographics
3,000 Employees 1,200 technicians 90% are engineers and
geologists >50% of the company is
over age 40
Components of Online Strategy
Blog
SEO
Analytics
Email Marketing
Social Media
The Online Marketing Train is Leaving the Station and AEC Firms Aren’t Onboard June 24, 2013 – Mark Busse
Website
Video
Why Social Media Strategy?
In 2012, 78% of sales people outperformed those who weren’t using social media
54% tracked their social media usage back to at least one closed deal. Over 40% said they’ve closed between two and five deals.
Top social selling sites were, LinkedIn, Twitter, Facebook, Blogging, Google+
May 2013, Forbes, Study: 78% of Salespeople Using Social Media Outsell Their Peers, Jim Keenan
terracon.com
YouTube App
TRAFFIC TO SITES
Online Presence
App
terracon.com
YouTube
TRAFFIC TO SITES
Social Strategy
About the App Delivering Success Newsletter (20 Years Old) Developed a Web App: ds.terracon.com Launched in 2011 – Huge disappointment
PRINT TO DIGITAL
Purpose
ClientsUseful information for our clients building and
construction challenges.
EmployeesEnhanced exposure for our employees and their
expertise.
Potential
On average, each employee has 100 connections1,500 employees post an article each week on on LinkedIn
1500 employees (52 weeks X 1 post) (100 connections) = 7.8 Million “potential” touch points
Only 10 percent “see” them = 780,000 touch pointsOnly 2 percent “read” them = 156,000 mega touch points
EXAMPLE:
Keys to Success
1
2
3
Creating Engaging Content
Getting People To Do It
Neutralizing the Enemies
Keys to Success
1
2
3
Creating Engaging Content
Getting People To Do It
Neutralizing the Enemies
Switch
Getting People To Do It
Teach them how
Remind them (with proof)
What’s in it for me?
Keys to Success
1
2
3
Creating Engaging Content
Getting People To Do It
Neutralizing the Enemies
Results
Employees on LinkedIn Since Launch in 2012, increased >47%
1500% Increase over 2011
Visits Pageviews0
5000
10000
15000
20000
25000
20112012
654
10,705
1,874
20,4321537%
Increase
90% Increase
Results YTD
On track for >100% increase over 2012