Engaging Employees in your Social Media Strategy - Vanessa Zambo, Terracon
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Transcript of Engaging Employees in your Social Media Strategy - Vanessa Zambo, Terracon
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Engaging Employees in Your Social Media Strategy
Vanessa Zambo, CPSMDirector of Marketing and CommunicationsVice President
July 17, 2013
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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?
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Demographics
3,000 Employees 1,200 technicians 90% are engineers and
geologists >50% of the company is
over age 40
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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
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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
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terracon.com
YouTube App
TRAFFIC TO SITES
Online Presence
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App
terracon.com
YouTube
TRAFFIC TO SITES
Social Strategy
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About the App Delivering Success Newsletter (20 Years Old) Developed a Web App: ds.terracon.com Launched in 2011 – Huge disappointment
PRINT TO DIGITAL
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Purpose
ClientsUseful information for our clients building and
construction challenges.
EmployeesEnhanced exposure for our employees and their
expertise.
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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:
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Keys to Success
1
2
3
Creating Engaging Content
Getting People To Do It
Neutralizing the Enemies
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Keys to Success
1
2
3
Creating Engaging Content
Getting People To Do It
Neutralizing the Enemies
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Switch
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Getting People To Do It
Teach them how
Remind them (with proof)
What’s in it for me?
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Keys to Success
1
2
3
Creating Engaging Content
Getting People To Do It
Neutralizing the Enemies
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Results
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Employees on LinkedIn Since Launch in 2012, increased >47%
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1500% Increase over 2011
Visits Pageviews0
5000
10000
15000
20000
25000
20112012
654
10,705
1,874
20,4321537%
Increase
90% Increase
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Results YTD
On track for >100% increase over 2012