The document describes a year-long social media campaign conducted by T.Y. Lin International Group to commemorate their 60th anniversary in 2014. They utilized platforms like LinkedIn, Twitter, Facebook and Google+ to share historical information and projects from each decade using the #ThrowbackThursday trend. The goals were to double website traffic from social media and followers. They analyzed metrics which showed a 137% increase in LinkedIn followers, 85% increase in Facebook followers, and 31% increase in Twitter followers between 2014-2015. Overall website traffic increased 22% with social media driving 26.4% of traffic, up 380%.

1. Pinterest Facebook
Google Plus
Twitter
#TYLI60Years
#ThrowbackThursday
60TH
YEAR ANNIVERSARY CAMPAIGN
A . M A R K E T I N G O B J E C T I V E
• The year 2014 marked the 60th
anniversary of T.Y. Lin International Group (TYLI),
a global, full-service infrastructure consulting firm. To commemorate this landmark
event, we created a yearlong anniversary campaign, using TYLI’s growing social
media presence on LinkedIn, Twitter, Facebook, and Google+. We tied our
campaign to the popular social media trend #ThrowbackThursday to tell TYLI’s
story over six decades, from the firm’s inception to present day.
• The goal of the 60th
Year Anniversary social media campaign was to communicate
the firm’s rich history, global presence, and multidisciplinary specialties. Objectives
in 2014 included doubling website traffic from social media and doubling the
number of followers and engagement across our social media platforms.
• Target audiences included TYLI’s 2,500 employees located in over 50 offices
across the Americas and Asia Pacific; prospective and existing clients in the public
and private sectors; media outlets and online publications; top engineering talent;
and people who use and benefit from infrastructure designed and engineered by
the firm.
B . C O N T E N T M E S S A G I N G
• Planning, research, graphic design, and content were executed entirely in-house
by TYLI’s Corporate Marketing team. Corporate Marketing’s monthly conference
calls with our firmwide social media committee led to the campaign’s theme:
the “At-a-Glance” historical timeline found on our website. We reviewed TYLI’s
substantial collection of archived materials to construct the timeline for the firm’s
project history. Historical anecdotes were also solicited from regional staff, senior
engineers, and long-time employees to ensure that projects held special signifi-
cance for a given time period, for the industry and the firm.
• The 60th
Year Anniversary campaign ran from January 30-December 31, 2014,
with a total of 46 weekly posts featured on Thursdays. A social media content
calendar was developed to pinpoint the topic for each weekly post. The calendar
was organized by the number of weeks in the 2014 calendar year and separated
chronologically by decades, from 1954 to 2014. We planned an average of 6-10
posts per decade, depending on content available.
• The overarching messages throughout the posts were 1) TYLI has become
a recognized leader in the advancement of infrastructure around the world,
communities, and local/regional economic growth; and 2) TYLI maintains
a visionary perspective that encompasses the world’s current and future
transportation needs.
• Posts fell into one of these topic areas: TYLI’s spirit of innovation, beginning with
our founder, Tung-Yen (T.Y.) Lin (campaign introduction); our success and strategic
expansion across the United States, Asia, and Latin America; milestone projects
from our market sectors (Bridge, Facilities, Surface Transportation, Rail and Transit,
and Aviation); TYLI’s groundbreaking design and engineering solutions over 60
years; and our focus on the future, using high-profile, current projects such as
California’s new High-Speed Rail project (campaign conclusion)
C . C O N T E N T D E L I V E R A B L E
• Each graphic is a perfect “square” at 800 x 800 pixels, the optimal size for social
media across most platforms. We maintained design consistency, with images
bearing the same orange and white banner across the bottom, a large, orange
typeface stating the year, and a short caption sharing TYLI’s story of that year. A
vintage sepia filter was applied to images showcasing years 1954-1984, to visually
reflect the past. To increase traffic to our website, we provided a link in the post
that went to the Project Profile page of the featured project.
• The hashtags “#ThrowbackThursday|#TYLI60years” served as post introductions
and helped us to tag posts within each social media platform.
• A custom “60 Years of Innovation” logo and branded homepage banners were
applied across our social media platforms to further highlight the milestone
anniversary.
• We utilized the visual and repin advantages of Pinterest as the primary repository.
Pinterest, which encourages digital curation, enabled us to house all posts in
one central place for future reference. As a “grand finale,” we distributed a
dynamic graphic collage of all campaign posts across our social media platforms.
TYLI also has a Slideshare account to host articles, papers, and presentations.
These supplemental links served as educational and informative resources for
#ThrowbackThursday posts.
D . T H E R E S U L T S
Using Hootsuite Analytics, an increase in followers was seen across TYLI’s key social media
platforms:
Social Media Platforms January 1, 2014 January 1, 2015 Increase
LinkedIn 4,407 followers 10,487 followers +137%
Facebook 351 followers 650 followers +85%
Twitter 1,795 followers 2,350 followers +31%
Google Analytics also showed an increase in TYLI website traffic (2013 vs. 2014
Website 2013 2014 Increase
Overall traffic 426,116 pageviews 520,805 pageviews +22%
Traffic from social media 5.5% from social
media
26.4% from social
media
+380%
• TYLI’s social media efforts were recognized by SMPS when our Corporate Communications
Director was interviewed and highlighted in the article “Marketing for Talent” in the SMPS
Marketer in August 2014.
• Our social media program is considered a crucial part of our global marketing strategy.
This campaign was an integrated component of a yearlong 60th
Year Anniversary
promotional campaign, which included reserving the inside-front cover ad space for
the year in Bridge Design & Engineering; ads run in Engineering-News Record; and a
well-received, custom 2014 calendar with 12 featured projects distributed to clients,
contractors, and agencies across the globe.
• Because the project was produced in-house (no new materials procured), there was
no budget required for outside costs. Total labor time used was 150 hours for the year,
including: 2-3 hours week for research and selecting the featured project, writing and
designing content, posting to social media platforms, and monitoring responses and
comments; 1 hour/month for social media committee calls; and 2-3 hours/quarter to
compile performance reports for executive management.
C A T E G O R Y 1 6 : S O C I A L M E D I A
T.Y. Lin International Social Media Committee:
Nina Chan, Taylor Hannasch, Lynda Richard-Stocks, Larry Seel, Maribel Castillo, Brandi Barr, Pam Ching, Darnell Root, Jennifer Stanley
345 California Street | San Francisco, CA 94104 | 415-291-3700 | www.tylin.com
For further information, please contact: Nina Chan at nina.chan@tylin.com
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