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.

1. Engaging Employees in Your Social
Media Strategy
Vanessa Zambo, CPSM
Director of Marketing and Communications
Vice President
July 17, 2013

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. Demographics
 3,000 Employees
 1,200 technicians
 90% are engineers and
geologists
 >50% of the company is
over age 40

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. 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. terracon.com
YouTube App
TRAFFIC TO SITES
Online Presence

7. App
terracon.com
YouTube
TRAFFIC TO SITES
Social Strategy

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. Purpose
Clients
Useful information for our clients building and
construction challenges.
Employees
Enhanced exposure for our employees and their
expertise.

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. Keys to Success
1
2
3
Creating Engaging Content
Getting People To Do It
Neutralizing the Enemies

18. Keys to Success
1
2
3
Creating Engaging Content
Getting People To Do It
Neutralizing the Enemies

19. Switch

21. Getting People To Do It
Teach
them
how
Remind
them
(with
proof)
What’s in
it for
me?

22. Keys to Success
1
2
3
Creating Engaging Content
Getting People To Do It
Neutralizing the Enemies

23. Results

24. Employees on LinkedIn
 Since Launch in 2012, increased >47%

25. 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

26. Results YTD
On track for >100% increase over 2012