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.
Regression analysis: Simple Linear Regression Multiple Linear Regression
Engaging Employees in your Social Media Strategy - Vanessa Zambo, Terracon
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?
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
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:
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.