Architecting a customized social media marketing strategy – lessons learned from the world’s #1-ranked engineering design firm - BDI 12/10/13 Social Media Marketing for Professional Services Leadership Forum

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Keynote Presentation: Architecting a customized social media marketing strategy …

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.

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  • 1. 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 Paul.Gennaro@aecom.com
  • 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 2
  • 3. AECOM Corporate Communications Operational Imperatives 1. Communications Excellence 2. Customer Delight 3. Team Effectiveness and Cohesiveness Manage Corporate Communications as a Business Page 3
  • 4. Corporate Communications Enterprise Objectives 1 2 3 4 5 Drive Brand optimization across enterprise Enable a collaborative, connected and engaged culture through a robust Internal Communications program Elevate Corporate Reputation through an integrated enterprise and global campaign Maximize global Professional Technical Excellence Deliver Financial Communications that positively position AECOM with the financial community 6 Advance and optimize all internal and external Communications Channels Page 4
  • 5. Social Media
  • 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 6
  • 7. AECOM Corporate Twitter feed: 18,873 followers Page 7
  • 8. AECOM’s Twitter feeds FOLLOWERS ConstructAECOM AECOMJobs EconomicsAECOM 394 1254 498 CSO SportsAECOM AECOMUrbanSOS BuildEngAECOM StratPlusAECOM EnvironAECOM WaterAECOM TishmanBuilds TransportAECOM 864 664 1,245 1207 1993 2,293 2592 2872 4946 5,384 pccAECOM DesignPlanAECOM 7,477 ArchitectAECOM 18869 AECOM (CORP) Data as of 12/2/13 Page 8
  • 9. LinkedIn: 115,180 followers Page 9
  • 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 10
  • 11. Facebook: Building a closer relationship with our clients, audience Page 11
  • 12. Google + Page 12
  • 13. SlideShare Page 13
  • 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 highcaliber exclusive interviews (e.g., former U.K. Prime Minister Sir John Major) – Public Relations Society of America 2012 Best Digital Newsletter Page 14
  • 15. AECOM’s external blogs Page 15
  • 16. Chatter: Internal micro-blogging Page 16
  • 17. SharePoint and WordPress: Internal blogs Page 17
  • 18. Technical Networks Page 18
  • 19. Effectiveness
  • 20. Online Landscape Online presence of AECOM and peers AECOM social media presence Parsons 3% Traditional news Facebook 9% 1% URS 25% Blogs 17% AECOM 54% Twitter 73% Jacobs 18% Page 20
  • 21. Messaging
  • 22. Positioning Spectrum Competitor Brand Landscape Pride Responsiveness Making a difference Rigor and discipline No surprises; on time True integration Opportunities Integrity Global Peace of mind Do what it takes Big Fresh thinking Relationships Technical expertise Breadth of services Experience Client centric Engineering Knowledge sharing Long term Access to talent, resources Objective Passion for the work Superior results/product Collaborative Socially responsible Architecture Shaping a better future Human progress Vision Based “Why you do it” Benefit Based Environmental “What your audiences receive” Transportation Sustainable Approach Based “How you do it” Asset and Process Based “What you have/do” Page 22
  • 23. Page 23
  • 24. 2013 Edelman Trust Barometer Page 24
  • 25. Hill+Knowlton Strategies Study Page 25
  • 26. So, what does all of this mean for us and social media – and our purpose in the world?
  • 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 27
  • 28. Third-party Data Points Page 28
  • 29. 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 Paul.Gennaro@aecom.com