Architecting a customized mobile communications strategy - BDI 5/23/13 B2B Mobile Leadership Forum


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Keynote Presentation: Architecting a customized mobile communications strategy – lessons learned from the world’s #1-ranked engineering design firm
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 mobile technology to share its messaging 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 mobile communications. During his presentation, Gennaro, PRWeek magazine’s 2013 PR Professional of the Year, will share background on AECOM’s e-magazine, which was recognized as the 2012 Digital Newsletter of the Year by the Public Relations Society of America; an internal app that AECOM developed for P&L managers; and its ongoing development of a mobile Web site.
Presented by: Paul Gennaro, Senior Vice President and Chief Communications Officer, AECOM Technology Corp.

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Architecting a customized mobile communications strategy - BDI 5/23/13 B2B Mobile Leadership Forum

  1. 1. Architecting a customized mobile communications strategy —lessons learned from the world’s #1-ranked engineering design firmPaul J. GennaroSVP & Chief Communications Officer, AECOM Technology Corp.
  2. 2. Page 21. Background on AECOM2. Our ONE e-publication3. AECOM Insight4. Go-forward approach to mobile5. Messaging — optimizing CSR opportunitiesAgenda
  3. 3. Page 3AECOM OverviewCompany Overview and 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 March 31, 2013– Currently No. 320 on the Fortune 500 list– Ranked by Ethisphere as one of the World’s Most Ethical companies– Received 2012 Corporate Governance Award for “Overall Governance, Compliance and Ethics(small to mid-cap)” from Corporate Secretary magazine– Recognized by the U.S. Chamber of Commerce for Best Corporate Stewardship
  4. 4. Page 46Advance and optimize all internal and external Communications Channels1DriveBrandoptimizationacrossenterprise2Enable acollaborative,connectedandengaged culturethrougha robustInternalCommunicationsprogram3ElevateCorporateReputationthrough anintegratedenterpriseandglobalcampaign4MaximizeglobalProfessionalTechnicalExcellence5DeliverFinancialCommunicationsthatpositivelypositionAECOMwith thefinancialcommunityCorporate Communications Enterprise Objectives
  5. 5. Page 5Winning as OneOur AECOMAECOM CaresBuild Momentum in KeyGrowth MarketsConnected CitiesThe Big Five12345− Enhance Organizational Understanding andCommitment to “Our AECOM”− Connect Employees to Business Strategy− Improve Business Performance− Improve Manager Communications− Support Must Wins− Advance Employer of Choice Credentials− Build an Employee Branding Program− Increase Visibility for Our Corporate Citizenship− Build Momentum in Key Growth Markets: Energy, Healthcare, Mining & Metals, Oil + Gas, Sports, Sustainability− Drive Thought Leadership− Elevate AECOM’s Profile in Key Global Cities
  6. 6. Page 6Our ONE e-publication
  7. 7. Page 8ONE: The Story Thus Far …– AECOM’s flagship e-publicationlaunched in 2010. Over 40,000internal and external subscribers– Stories in ONE come alive throughaudio, video and strikingphotography in a promotional tourde force (e.g., Issue 5 had 32videos, 10 articles, one interactivemap, one interactive video tour)– Benefits of going digital includeCSR and environmentalcredentials; real-time information,insight and analysis; richer,interactive reader experience; andsavings on print/distribution– Now published three timesa year. Focus on showcasingindustry debate, AECOM thoughtleadership and capabilities, andclient profiles. Securing high-caliber exclusive interviews (e.g.,former U.K. Prime Minister SirJohn Major)– Public Relations Society ofAmerica 2012 Best DigitalNewsletter
  8. 8. Page 9OPXCross-Platform– Challenge is to create somethingtruly cross-platform — capable ofdelivering a new and engagingexperience whether viewed on aPC, iPad or smartphone– Currently built in HTML/CSSoptimized for PC and iPad.Combines traditional print elementswith a strong Web sensibility toproduce an effective hybrid– Next steps include a newresponsive front-end interfacedesigned from scratch to alsosupport smartphones and future-proofed for new devices as theyemerge– Cross links in content contribute toSEO performance of– Managed through a bespokeplatform and hosted externally
  9. 9. Page 10PromotionONEpromotionchannelsSubscriberemail SocialmediacampaignShare withmediacontactsWebsite“subscribe”buttonONE adsacross allmarketingcollateralConferenceandexhibitionpresenceAcademiaIntegratewithrecruitmentdrivesAECOMinutepromotingsharingEmployeeemailissuingONESocialmediacampaignAECOMWorldWeeklyand otherchannelsIntranet“share withclient” buttonAds forinternalcollateralInternal channelsExternal channels
  10. 10. Page 11Content MarketingDigital users now harder to reach via traditional digitalmarketing methods:– Display advertising is less effective due to “bannerblindness” and harder to make compelling on mobiledevices where a lot of content consumption happens– Email marketing overload means only highly targetedand useful emails gain a response– Social media can be successful, but only if content isauthentic, useful and interesting. Users switch off veryquickly to deliberate marketing or PR in socialchannelsUse of “content marketing” is a rapidly growing area ofdigital marketing:– Brands producing content that is genuinelyinteresting, useful and valuable to end users– Thought leadership or brand messages are subtlyweaved into that content– Delivers engaging copy that meets social medianeeds in order to derive engagement with users
  11. 11. Page 12Goals and KPIsGoal #1Increase subscriber numbers. Leverage high profileexternal interviews and client-focused thought leadershiparticles to expose ONE to a broader, industry-wideaudience, targeting key influencers and decision makers.KPIs– Commission baseline analytics report and benchmarksubscriptions– Increase external subscribers– Generate data points from pulse surveys, Web metricsand anecdotal feedback to better understand the ONEsubscriber profile– Commission analytics to derive number of uniquevisitors, bounce rate, pages viewed, et al.– Review search, referral and direct traffic channels todetermine audience geographical scopeGoal #2Align ONE with FY13-17 Strategic Plan.KPIs– Leverage media placements and journalist requestsderived from ONE that promote AECOM’s strategy– Assess social media exposure across Facebook,Twitter, et al.– Gather feedback on strategic alignment viapermanent survey link on ONE homepage, and pulsesurveys of targeted internal and external audiences– Anecdotal feedbackGoal #3Drive traffic to via referral traffic fromONE.KPIs– Web analytics
  12. 12. Page 13AECOM Insight
  13. 13. Page 14– AECOM Insight is the primary business analytics and management reporting tool for AECOM,customized and maintained in-house by the IT and Finance departments.– The tool presents financial and operational data in a way that provides greater visibility andclarity into AECOM operations at the enterprise, business line, regional and district levels.– Utilized by AECOM’s finance team and management around the globe.– Easy-to-navigate dashboards customized for each employee’s business line and geography.– Provides a single platform for relevant, up-to-date reports.– Training• “Super Users” in each geography provide in-person training to all users• Introductory video training available on intranet for new users• “Quick Reference Guides” available on intranet– AECOM Insight iPad application• Allows on-the-go use from remote locations• Constantly being updated with the latest data• Simple to use and navigate
  14. 14. Page 15Go-forward approach to mobile
  15. 15. Page 16Mobile site version in development for– Main strategic and tactical considerations• Looking to start with targeted mobile presence• Create content and design matching specific use cases• Develop in-house using Content Management System– Options• Mobile application (extensive technical and content management investment,requires solid use case)• Mobile-dedicated site (limited technical and content management investment,can target content/design for use cases)• Responsive design site (considerable technical investment, can lengthen sitedesign and development time, unifies content management strategy)AECOM and Mobile (External)
  16. 16. Page 17Messaging — optimizing CSR opportunities
  17. 17. Page 18Positioning SpectrumAsset and Process Based“What you have/do”Approach Based“How you do it”Benefit Based“What your audiences receive”Vision Based“Why you do it”GlobalBigTechnical expertiseBreadth of servicesExperienceEngineeringArchitectureEnvironmentalTransportationRigor and disciplineTrue integrationIntegrityDo what it takesRelationshipsCollaborativeObjectiveClient centricKnowledge sharingPrideResponsivenessMaking a differenceNo surprises; on timeOpportunitiesPeace of mindFresh thinkingSuperior results/productAccess to talent, resourcesSocially responsiblePassion for the workLong termSustainableShaping a better futureHuman progressCompetitor Brand Landscape
  18. 18. Page 19
  19. 19. Page 20Best Practices in Ethics Communications WorkshopIn collaboration with the Ethisphere Institute and GE, AECOM hosted The “BestPractices in Ethics Communications Workshop” on June 19 in New York City.
  20. 20. Architecting a customized mobile communications strategy —lessons learned from the world’s #1-ranked engineering design firmPaul J. GennaroSVP & Chief Communications Officer, AECOM Technology Corp.