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Social Media Campaign - 60th Year Anniversary - SMPS National Marketing Communications Award

Maribel Castillo
Maribel Castillo

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%.

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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 TYLIs growing social media presence on LinkedIn, Twitter, Facebook, and Google+. We tied our campaign to the popular social media trend #ThrowbackThursday to tell TYLIs story over six decades, from the firms inception to present day. The goal of the 60th Year Anniversary social media campaign was to communicate the firms 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 TYLIs 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 TYLIs Corporate Marketing team. Corporate Marketings monthly conference calls with our firmwide social media committee led to the campaigns theme: the At-a-Glance historical timeline found on our website. We reviewed TYLIs substantial collection of archived materials to construct the timeline for the firms 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 worlds current and future transportation needs. Posts fell into one of these topic areas: TYLIs 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); TYLIs groundbreaking design and engineering solutions over 60 years; and our focus on the future, using high-profile, current projects such as Californias 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 TYLIs 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 際際滷share 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 TYLIs 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% TYLIs 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 1954 1960 1970 1980 1990 2000 2014

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Social Media Campaign - 60th Year Anniversary - SMPS National Marketing Communications Award

  • 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 TYLIs growing social media presence on LinkedIn, Twitter, Facebook, and Google+. We tied our campaign to the popular social media trend #ThrowbackThursday to tell TYLIs story over six decades, from the firms inception to present day. The goal of the 60th Year Anniversary social media campaign was to communicate the firms 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 TYLIs 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 TYLIs Corporate Marketing team. Corporate Marketings monthly conference calls with our firmwide social media committee led to the campaigns theme: the At-a-Glance historical timeline found on our website. We reviewed TYLIs substantial collection of archived materials to construct the timeline for the firms 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 worlds current and future transportation needs. Posts fell into one of these topic areas: TYLIs 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); TYLIs groundbreaking design and engineering solutions over 60 years; and our focus on the future, using high-profile, current projects such as Californias 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 TYLIs 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 際際滷share 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 TYLIs 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% TYLIs 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 1954 1960 1970 1980 1990 2000 2014