engaging employees in your social media strategy - vanessa zambo, terracon

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