Keynote Presentation: Architecting a customized social media marketing strategy – lessons learned from the world’s #1-ranked engineering design firm Presented: Paul Gennaro, Senior Vice President, Chief Communications Officer, AECOM 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 social media to connect and engage 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 social media. During his presentation, Gennaro, PRWeek magazine’s 2013 PR Professional of the Year, will share background on AECOM’s social media presence; its use of various online platforms to advance thought leadership; and its ongoing development of its social media policy. www.bdionlne.com

1. Architecting a customized social media marketing strategy —
lessons learned from the world’s #1-ranked engineering design
firm
Paul J. Gennaro
SVP & Chief Communications Officer, AECOM Technology Corp.
@PaulJGennaro
Paul.Gennaro@aecom.com

2. AECOM Overview
Company Overview & 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 Sept. 30, 2013
– Currently No. 320 on the Fortune 500 list
– Ranked by Ethisphere as one of the World’s Most Ethical companies
– Recognized by the U.S. Chamber of Commerce’s Business Civic Leadership Center as
honoree for Best Corporate Stewardship
Page 2

3. AECOM Corporate Communications Operational Imperatives
1. Communications Excellence
2. Customer Delight
3. Team Effectiveness and Cohesiveness
Manage Corporate Communications as a Business
Page 3

4. Corporate Communications Enterprise Objectives
1
2
3
4
5
Drive
Brand
optimization
across
enterprise
Enable a
collaborative,
connected
and
engaged culture
through
a robust
Internal
Communications
program
Elevate
Corporate
Reputation
through an
integrated
enterprise
and
global
campaign
Maximize
global
Professional
Technical
Excellence
Deliver
Financial
Communications
that
positively
position
AECOM
with the
financial
community
6
Advance and optimize all internal and external Communications Channels
Page 4

5. Social Media

6. Social Media Mission and Objectives
Leverage social media as an important component of our integrated
suite of communications counsel, services and products that enable the
achievement of AECOM’s strategic business goals — by protecting,
preserving and enhancing the company’s corporate reputation and
brands, and by driving effective internal communications in support of a
highly engaged global workforce.
Externally
– Thought leadership
– Convey differentiating brand attributes: Connected; Ingenuity; Driven; Vision; Ally
– CSR, Sustainability, Ethics
– Advance human progress
Internally
– Leverage social media to provide timely and credible business information that
educates, motivates, informs and engages employees
– Connect our employees to drive collaboration
Page 6

7. AECOM Corporate Twitter feed: 18,873 followers
Page 7

8. AECOM’s Twitter feeds
FOLLOWERS
ConstructAECOM
AECOMJobs
EconomicsAECOM
394
1254
498
CSO
SportsAECOM
AECOMUrbanSOS
BuildEngAECOM
StratPlusAECOM
EnvironAECOM
WaterAECOM
TishmanBuilds
TransportAECOM
864
664
1,245
1207
1993
2,293
2592
2872
4946
5,384
pccAECOM
DesignPlanAECOM
7,477
ArchitectAECOM
18869
AECOM (CORP)
Data as of 12/2/13
Page 8

9. LinkedIn: 115,180 followers
Page 9

10. YouTube: 284 videos / 635,000 views / 917 subscribers
– Video postings on YouTube average
two to three per month
– Organic submissions are focused
strongly on people and social
responsibility
– Corporate-produced videos leveraged
multi-continental coordination to create
14 business line videos and three
internal videos on a tight budget
– These videos also appear in various
places on our AECOM.com and
myAECOM intranet websites
– Postings on YouTube are mostly
dependent on the AECOM submitters.
Approval criteria includes
appropriateness for an external
audience, client approval, signed
releases, no copyright infringement
– Commenting is disabled on the videos
due to abuses
Page 10

11. Facebook: Building a closer relationship with our clients, audience
Page 11

12. Google +
Page 12

13. SlideShare
Page 13

14. ONE: The story thus far …
– AECOM’s flagship e-publication
launched in 2010. Over 40,000
internal and external subscribers
– Stories in ONE come alive through
audio, video and striking
photography in a promotional tour
de force (e.g., Issue 5 had 32
videos, 10 articles, one interactive
map, one interactive video tour)
– Benefits of going digital include
CSR and environmental
credentials; real-time information,
insight and analysis; richer,
interactive reader experience; and
savings on print/distribution
– Now published three times
a year. Focus on showcasing
industry debate, AECOM thought
leadership and capabilities, and
client profiles. Securing highcaliber exclusive interviews (e.g.,
former U.K. Prime Minister Sir
John Major)
– Public Relations Society of
America 2012 Best Digital
Newsletter
Page 14

15. AECOM’s external blogs
Page 15

16. Chatter: Internal micro-blogging
Page 16

17. SharePoint and WordPress: Internal blogs
Page 17

18. Technical Networks
Page 18

19. Effectiveness

20. Online Landscape
Online presence of
AECOM and peers
AECOM
social media presence
Parsons
3%
Traditional
news
Facebook
9%
1%
URS
25%
Blogs
17%
AECOM
54%
Twitter
73%
Jacobs
18%
Page 20

21. Messaging

22. Positioning Spectrum
Competitor Brand Landscape
Pride
Responsiveness
Making a difference
Rigor and discipline
No surprises; on time
True integration
Opportunities
Integrity
Global
Peace of mind
Do what it takes
Big
Fresh thinking
Relationships
Technical expertise
Breadth of services
Experience
Client centric
Engineering
Knowledge sharing
Long term
Access to talent, resources
Objective
Passion for the work
Superior results/product
Collaborative
Socially responsible
Architecture
Shaping a better future
Human progress
Vision Based
“Why you do it”
Benefit Based
Environmental
“What your audiences receive”
Transportation
Sustainable
Approach Based
“How you do it”
Asset and Process Based
“What you have/do”
Page 22

23. Page 23

24. 2013 Edelman Trust Barometer
Page 24

25. Hill+Knowlton Strategies Study
Page 25

26. So, what does all of this mean for us and social
media – and our purpose in the world?

27. Our Purpose – from Forrest Gump
Drill Sergeant:
Gump! What's your sole
purpose in this army?
Forrest Gump:
To do whatever you tell
me, drill sergeant!
Drill Sergeant:
Gosh darn it, Gump!
You're a gosh-darn
genius! This is the most
outstanding answer I have
ever heard. You must
have a gosh-darn I.Q. of
160. You are gosh-darn
gifted, Private Gump.
Whatever it takes
Page 27

28. Third-party Data Points
Page 28

29. Architecting a customized social media marketing strategy —
lessons learned from the world’s #1-ranked engineering design
firm
Paul J. Gennaro
SVP & Chief Communications Officer, AECOM Technology Corp.
@PaulJGennaro
Paul.Gennaro@aecom.com