Engaging Employees in Your Social
Media Strategy
Vanessa Zambo, CPSM
Director of Marketing and Communications
Vice Preside...
 Engineering Consulting Firm
 140 Offices Nationwide
 Committed to youth in engineering and
our communities
 Clients: ...
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 St...
Why Social Media Strategy?
 In 2012, 78% of sales people outperformed
those who weren’t using social media
 54% tracked ...
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 – H...
Purpose
Clients
Useful information for our clients building and
construction challenges.
Employees
Enhanced exposure for o...
Potential
On average, each employee has 100 connections
1,500 employees post an article each week on on LinkedIn
1500 empl...
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
0
5000
10000
15000
20000
25000
Visits Pageviews
2011
2012
654
10,705
1,874
20,432
1537%
Increase
...
Results YTD
On track for >100% increase over 2012
Engaging Employees in your Social Media Strategy - Vanessa Zambo, Terracon
Engaging Employees in your Social Media Strategy - Vanessa Zambo, Terracon
Engaging Employees in your Social Media Strategy - Vanessa Zambo, Terracon
Engaging Employees in your Social Media Strategy - Vanessa Zambo, Terracon
Engaging Employees in your Social Media Strategy - Vanessa Zambo, Terracon
Engaging Employees in your Social Media Strategy - Vanessa Zambo, Terracon
Engaging Employees in your Social Media Strategy - Vanessa Zambo, Terracon
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Engaging Employees in your Social Media Strategy - Vanessa Zambo, Terracon

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Presented at the Business Marketing Association of Kansas City on Wednesday, July 17, 2013.

Vanessa Zambo, Vice President/Principal and Director of Marketing Communications at Terracon discusses their successes and lessons learned in using video, content, and employees to drive their corporate social media.

In this presentation, Vanessa shares how Terracon has not only structured their social media strategy, but their entire online strategy and how all of their sites (YouTube, Facebook, LinkedIn, Terracon.com, and Terracon App) work together.

Published in: Business, News & Politics
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  • Respondents were very clear. Social media was a leading factor in their closed deals. Article also discusses how sales people using social make their quotes over those who don’t and go over their quotas. We have seller doers in Terracon – I can validate some of these stats.
  • Engaging Employees in your Social Media Strategy - Vanessa Zambo, Terracon

    1. 1. Engaging Employees in Your Social Media Strategy Vanessa Zambo, CPSM Director of Marketing and Communications Vice President July 17, 2013
    2. 2.  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?
    3. 3. Demographics  3,000 Employees  1,200 technicians  90% are engineers and geologists  >50% of the company is over age 40
    4. 4. 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
    5. 5. 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
    6. 6. terracon.com YouTube App TRAFFIC TO SITES Online Presence
    7. 7. App terracon.com YouTube TRAFFIC TO SITES Social Strategy
    8. 8. About the App  Delivering Success Newsletter (20 Years Old)  Developed a Web App: ds.terracon.com  Launched in 2011 – Huge disappointment PRINT TO DIGITAL
    9. 9. Purpose Clients Useful information for our clients building and construction challenges. Employees Enhanced exposure for our employees and their expertise.
    10. 10. Potential On average, each employee has 100 connections 1,500 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 points Only 2 percent “read” them = 156,000 mega touch points EXAMPLE:
    11. 11. Keys to Success 1 2 3 Creating Engaging Content Getting People To Do It Neutralizing the Enemies
    12. 12. Keys to Success 1 2 3 Creating Engaging Content Getting People To Do It Neutralizing the Enemies
    13. 13. Switch
    14. 14. Getting People To Do It Teach them how Remind them (with proof) What’s in it for me?
    15. 15. Keys to Success 1 2 3 Creating Engaging Content Getting People To Do It Neutralizing the Enemies
    16. 16. Results
    17. 17. Employees on LinkedIn  Since Launch in 2012, increased >47%
    18. 18. 1500% Increase over 2011 0 5000 10000 15000 20000 25000 Visits Pageviews 2011 2012 654 10,705 1,874 20,432 1537% Increase 90% Increase
    19. 19. Results YTD On track for >100% increase over 2012

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