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AECOM - BDI 6.28.11 B2B Social Communications Leadership Forum
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AECOM - BDI 6.28.11 B2B Social Communications Leadership Forum

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Presentation by: Paul Gennaro, Chief Communications Officer & Senior Vice President, Corporate Communications, AECOM & Joe O'Neill, VP and Integrated Media Director, AECOM …

Presentation by: Paul Gennaro, Chief Communications Officer & Senior Vice President, Corporate Communications, AECOM & Joe O'Neill, VP and Integrated Media Director, AECOM

www.bdionline.com

Published in: Business, Technology

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  • 1. AECOM Technology Corp.B2B Social Communications Leadership Forum June 28, 2011
  • 2. AECOM Technology Corp (NYSE: ACM)• A global leader: – Professional Technical and Management Support Services – Key end markets: Construction Services; Environment; Energy; Facilities; Government; Program, Cost, Consultancy; 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 and Construction Management – Transportation Planning• 45,000+ employees operating in approximately 125 countries• $7.3 billion of revenue during the 12 months ended March 31, 2011• Currently No. 353 on the Fortune 500• Ranked by Ethisphere as one of the World’s Most Ethical Companies Presentation Title June 30, 2011 Page 2
  • 3. Current State of AECOM’s B2B Social Media Strategy• Establish an enterprise Social Media Policy (in process)• Start small – Identify easily executed products with low-intensity content administration needs – Twitter feeds, stand-alone LinkedIn page, Wikipedia entry• Higher-intensity products include: – YouTube channel; Facebook• Determine the resources needed to feed social media channels effectively• Identify groups/thought leaders capable of contributing content and assign tasksPresentation Title June 30, 2011 Page 3
  • 4. AECOM Corporate Twitter feed: 3,299 followersAECOM Social Media Products June 30, 2011 Page 4
  • 5. AECOM’s Twitter Feeds FOLLOWERS GovernmentAECOM (inactive) 0 EconomicsAECOM (inactive) 48 ProgramMgtAECOM (inactive) 67 EnergyAECOM (inactive) 98 AECOMUrbanSOS 141 BuildingEngAECOM (inactive) 141 EnvironAECOM 262 AECOMinterdev 346 WaterAECOM 383 ArchitectAECOM 383 DesignPlanAECOM 468 TransportAECOM 481 AECOM (CORP) 3299Presentation Title June 30, 2011 Page 5
  • 6. AECOM’s View On Our Twitter Followers• The number of total followers is mostly irrelevant.• Real metric should be: – the number of influential people in our businesses who are following us – whether any of them have included us in their own lists (and lists we care about), and – whether our content is getting re-tweeted.• We have work to do!Presentation Title June 30, 2011 Page 6
  • 7. How can AECOM improve on Twitter?• Activate all our business line Twitter feeds• Re-tweet across business lines where appropriate• Actively engage in Twitter dialogue• Solicit and engage influential followers• Promote our Twitter accounts• Promote special events regularly (i.e., webinars, speaking engagements)• Showcase projects• Create original content (i.e., not just Tweeting third-party content)• Incorporate photos (Twitpics)• Assign oversight of all Twitter content to a dedicated resourcePresentation Title June 30, 2011 Page 7
  • 8. YouTube: 31 videos, >10,000 viewsAECOM Social Media Products June 30, 2011 Page 8
  • 9. LinkedIn: 14,160 followersAECOM Social Media Products June 30, 2011 Page 9
  • 10. Facebook, Urban SOS: 1,377 followersAECOM Social Media Products June 30, 2011 Page 10
  • 11. ONE e-publication: Social media tray Sharing options include Facebook, Twitter, LinkedIn, and many, many moreAECOM Social Media Products June 30, 2011 Page 11
  • 12. Top Social Media Referral Sources to AECOM.com Top Referral Sources – AECOM.com Referral Traffic Sources - YTD Visits Pages/Visit % New Visits Bounce Rate indeed.com 90,085 3.42 75.91% 72.65% aecom.com 52,764 9.55 76.73% 19.37% simplyhired.com 32,733 3.41 75.72% 72.52% gulftalent.com 19,731 7.60 74.44% 25.92% ca.indeed.com 17,448 3.05 73.84% 73.03% my.aecomnet.com 14,213 3.79 14.02% 39.54% ejobs.org 11,564 6.27 74.08% 20.84% eluta.ca 11,100 2.83 72.33% 71.14% indeed.ca 10,568 2.89 71.78% 75.67% google.com 8,570 3.05 78.87% 48.96% linkedin.com 7,954 5.63 58.22% 34.42% recruit.net 7,485 3.58 77.42% 62.31% investors.aecom.com 6,526 5.05 22.57% 39.53% gradcracker.com 6,085 8.45 72.36% 22.61% ellerbebecket.com 5,699 6.31 64.12% 19.37% edaw.com 5,089 4.90 60.25% 38.30% seek.com.au 4,429 7.87 78.78% 19.30% indeed.co.uk 3,848 3.50 72.90% 67.88% jobview.monster.com 3,745 8.71 78.45% 25.71% job-search-engine.com 3,626 3.35 76.20% 71.46% linkedin-api.simplyhired.com 3,187 3.46 78.00% 69.34% davislangdon.com 3,177 3.92 86.31% 48.28% facebook.com 3,057 4.13 71.34% 49.89% indeed.com.au 3,023 3.06 80.45% 72.64% jobcentral.com 2,704 3.23 72.86% 70.75% • Social networking sites such as LinkedIn (Likely career related traffic) and Facebook are among the top referring sites and should be considered for business development initiativesPresentation Title June 30, 2011 Page 12
  • 13. AECOM Technology Corp.B2B Social Communications Leadership Forum June 28, 2011