Paul Gennaro Presentation - BDI 3/15/12 B2B Social Communications Leadership Forum


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Paul Gennaro, Chief Communications Officer & Senior Vice President, Corporate Communications, AECOM

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Paul Gennaro Presentation - BDI 3/15/12 B2B Social Communications Leadership Forum

  1. 1. B2B Social Communications Leadership ForumPaul J. GennaroSVP & Chief Communications Officer, AECOM Technology Corp.
  2. 2. AECOM OverviewCompany 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 130 countries– US$8.1 billion of revenue during the 12 months ended Dec. 31, 2011– Currently No. 353 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. 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. 4. Corporate Communications Enterprise Objectives 1 2 3 4 5 Drive Enable a Elevate Maximize Deliver Brand collaborative, Corporate global Financial optimization connected Reputation Professional Communications across and through an Technical that enterprise engaged culture integrated Excellence positively through enterprise position a robust and AECOM Internal global with the Communications campaign financial program community 6 Advance and optimize all internal and external Communications Channels Page 4
  5. 5. Chatter: Internal Micro-blogging Page 5
  6. 6. SharePoint and WordPress: Internal Blogs Page 6
  7. 7. AECOM Corporate Twitter feed: 7,198 followers Page 7
  8. 8. AECOM’s Twitter Feeds FOLLOWERS EconomicsAECOM 197 CSO 205 AECOMUrbanSOS 354 Tishman Construction(CS) 534 EnvironAECOM 795 WaterAECOM 882 TransportAECOM 1147 DesignPlanAECOM 1698 ArchitectAECOM 1808 Davis Langdon LLC(PCC) 1841 AECOM (CORP) 7198 Page 8
  9. 9. YouTube: 100 videos / >62,000 views / 320 subscribers Page 9
  10. 10. LinkedIn: 30,045 followers Page 10
  11. 11. Facebook: Building a Closer Relationship with Our Clients, Audience AECOM’s UrbanSOS product/service page facts: – 1,670 Likes/Follows – Information detailing the UrbanSOS competition and its mission – Continuous coverage of participants accompanied by posts and images which generate a great deal of feedback by page followers Page 11
  12. 12. ONE e-publication and social media tray – Bi-annual interactive e-pub for iPad and desktop now on Issue 4 – Videos, stories, interactive features – Integrated sharing options include Facebook, Twitter, LinkedIn and more. Link back to official so that readers share in both the rich media and more detailed AECOM website Page 12
  13. 13. Positioning SpectrumCompetitor Brand Landscape Pride Socially responsible Responsiveness Passion for the work Making a difference Rigor and discipline Long term No surprises; on time True integration Sustainable Opportunities Integrity Shaping a better future Peace of mind Global Do what it takes Human progress Fresh thinking Big Relationships Superior results/product Technical expertise Collaborative Access to talent, resources Breadth of services Objective Vision Based Experience Client centric Engineering “Why you do it” Knowledge sharing Architecture Benefit Based Environmental “What your audiences receive” Transportation Approach Based “How you do it” Asset and Process Based “What you have/do” Page 13
  14. 14. Page 14
  15. 15. YouTube: 100 videos / >62,000 views / 320 subscribers– Video postings on YouTube average three to four 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 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 15
  16. 16. Customized Corporate Video Ensemble– Produced one three-minute general video along with 14 one-minute supplementary business line videos– 20+ business line leaders were consulted about the projects’ matrix and scripts– 20+ Enterprise Communications Leaders acted as liaisons for the production– 100+ employees participated in on-camera roles on project sites and offices– 35 projects were shot as filtered through business line and geography recommendations as well as the cost-effective logistics in getting employees and video crew to the location– 11 cities in eight countries over five continents were used for the project office shoots– 33 global employees from across all business lines and geographies took part in six roundtable discussions videotaped on a range of AECOM issues– Used a combination of in-house and external editing to keep cost down Page 16
  17. 17. Our Opportunities 1. Continue to evolve our social media strategy to align with the needs, and opportunities, of our internal customers 2. Fully embed social media into our global corporate communications and marketing communications program 3. Vision-based messaging – Corporate Social Responsibility – Sustainability – World’s Most Ethical Companies – Philanthropy/volunteerism – Excellence Awards, Young Professionals Page 17
  18. 18. B2B Social Communications Leadership ForumPaul J. GennaroSVP & Chief Communications Officer, AECOM Technology Corp.