The social nature of engineering + innovation How the science, technology, and engineering industry is using social media + innovation to improve communications Presented by Kristin Halpin, Syracuse University #innovationPRSM

pharmaceutical

research

clinical trials

analytical testing

Background

For this presentation, social media is defined as:

• Blogs (e.g., corporate blog) • Social networking sites (e.g., Facebook,

LinkedIn) • Micro blogging sites (e.g., Twitter) • Media sharing sites (e.g., YouTube)

• Purpose: use social media to reduce distance between people to improve efficiency of internal and external communication needs in the industry

DEFINITION | SOCIAL MEDIA

#innovationPRSM

Background

For this presentation, innovation is defined as:

• Process that brings together new ideas in a way that impacts society

• Application of new solutions to meet market needs + improve communications

• Use of concepts, or social media product, platform, or network, in new ways

• Having a vision or goal to impact audiences through social media

DEFINITION | INNOVATION

#innovationPRSM

Background

How social media + innovation has changed communications:

• Communications in social media are quicker than traditional forms and reach more people, faster

• Messages sent have a longer shelf life

• Changes information flow to the public, clients, partners, sub-consultants, and employees, interacting in new ways and building deeper relationships

DEFINITION | INNOVATION

#innovationPRSM

Background

How social media + innovation has changed communications:

• Communications happen in real time

• Social media fosters immediate input from stakeholders, feedback on projects and firms, and discovery of thought leaders

• Further advancing industry knowledge as influencers in specific fields collaborate

• This new way of communicating moves innovation and thinking faster and farther

DEFINITION | INNOVATION

#innovationPRSM

“Social media continues to grow and

evolve based on the needs of today’s

business user … This new form of media is

not a trend. It is the way businesses communicate.”

Amanda Walter and Holly Berkley, Social Media in Action

Background

The Social Nature of Engineers James Kent, Chief Marketing & Communications Officer View The Social Nature of Engineers

HOW ENGINEERS USE SOCIAL MEDIA

#innovationPRSM

Background

The most popular social media sites for engineers:

• Facebook – 67% • LinkedIn – 43% • Google+ – 33% • Twitter – 22%

Overall, 61% of all engineers use social media for work-related activities. Source: Social media research study carried out by Calgavin

HOW ENGINEERS USE SOCIAL MEDIA

Most popular sites visited by engineers:

Google+

LinkedIn

Twitter

Facebook

#innovationPRSM

Background

What engineers use social media for:

• Videos • Reading news • Finding products and new suppliers • Learning about engineering solutions • Reading / company recommendations • Viewing white papers

Source: Social media research study carried out by Calgavin

HOW ENGINEERS USE SOCIAL MEDIA

#innovationPRSM

Introduction

This presentation has 3 key learning objectives:

1. Define how science, technology, and engineering use social media + innovation to improve communications

2. Identify best practices organizations have using innovation + social strategy, with case studies

3. Identify next steps for innovation + social strategy for science, technology, and engineering

LEARNING OBJECTIVES

#innovationPRSM

Introduction

Connected via LinkedIn:

Amanda Walter (San Francisco) is a communications strategist who focuses on the built environment. She is the owner of Walter Communications and co-author of the acclaimed book Social Media in Action: Comprehensive Guide for Architecture, Engineering, Planning and Environmental Consulting Firms. @waltercomms

LinkedIn

+Amanda Walter

Facebook

INDUSTRY THOUGHT LEADERS | AMANDA WALTER

#innovationPRSM

Introduction

Partner of O’Brien & Gere:

Molly Wagner (Washington) is Director of Communications at Dewberry, a leading professional services firm, providing architecture, engineering, and management and consulting services to a variety of clients. She directs external communications and public relations for the mid-sized engineering and architecture firm. @TheDewberryWay

LinkedIn

YouTube

Dewberry blog

INDUSTRY THOUGHT LEADERS | MOLLY WAGNER

#innovationPRSM

Introduction

Partner of O’Brien & Gere:

Sam Miller (Washington) is Web Content Specialist at Dewberry, a leading professional services firm, providing architecture, engineering, and management and consulting services to a variety of clients. He manages Dewberry’s corporate social media presence and website and blog content. @SamDMiller | @TheDewberryway

LinkedIn

YouTube

Dewberry blog

INDUSTRY THOUGHT LEADERS | SAM MILLER

#innovationPRSM

Introduction

Colleague, PRSA-CNY Board of Directors:

Brent Murphy (Syracuse, N.Y.) is International Marketing Communications Manager at Welch Allyn, a global manufacturer of medical devices, products, and solutions. He oversees consistent execution and development of the Welch Allyn brand in 20+ international markets. @brentomurphy | @WelchAllyn

LinkedIn

YouTube

Facebook

INDUSTRY THOUGHT LEADERS | BRENT MURPHY

#innovationPRSM

Introduction

Syracuse University Newhouse School M.S. Communications Management Alum:

Tony D’Angelo (Seneca Falls, N.Y.) is Senior Manager, Communications at ITT Corporation (ITT), a diversified leading manufacturer of highly engineered critical components and customized technology solutions for the energy, transportation, and industrial markets. @TonyDAngelo_ITT | @ittcorp

LinkedIn

YouTube

Facebook

INDUSTRY THOUGHT LEADERS | TONY D’ANGELO

#innovationPRSM

Best practices

Questions asked of social media practitioners:

1. What has worked in your social strategy?

2. How do you use innovation in your social strategy?

3. Do you have suggestions of best practices?

4. Where is innovation + social strategy going next in your organization?

INTERVIEW QUESTIONS

#innovationPRSM

Best practices

1. What has worked in your social strategy?

• Comprehensive social media management approach to achieve business objectives

• Developing strategy, generating sufficient content, and using analytics to create buzz

• Positioning as thought leader to advance industry knowledge

• Using video to share content through concise, compelling storytelling

INTERVIEW QUESTIONS | ONE

#innovationPRSM

“We are strategically advancing our

business objectives using the various

communications tools we can employ, and

social media is one of them.”

Tony D’Angelo, ITT

Best practices

Dewberry | uses video to demonstrate industry thought leadership: Highlighting expertise in topics audience is interested in, such as projects, technology, and people: Visit Dewberry on YouTube

INTERVIEW QUESTIONS | ONE | CASE STUDY

#innovationPRSM

Best practices

1. What has worked in your social strategy? (cont.)

• Focusing on employee collaboration to generate sufficient content that is shared through multiple channels

• Conducting research to inform strategy by finding out where core audience is:

• Dewberry – LinkedIn, YouTube • Welch Allyn – Facebook • ITT – LinkedIn

INTERVIEW QUESTIONS | ONE

#innovationPRSM

Best practices INTERVIEW QUESTIONS | ONE | CASE STUDY

#innovationPRSM

Welch Allyn | focuses on Facebook for audience engagement: Research found audience primarily on Facebook. Focusing content strategy on conversation around subject matter expertise: Visit Welch Allyn on Facebook

Best practices

ITT | leverages LinkedIn and expertise for audience engagement: Research found core engineering audience on LinkedIn. Integrating LinkedIn with other tools to effectively reach target audience: Visit ITT on LinkedIn

INTERVIEW QUESTIONS | ONE | CASE STUDY

#innovationPRSM

Best practices

2. How do you use innovation in your social strategy?

• Using as multi-directional communications tool to facilitate conversation on topics that matter most to target audiences

• Mirroring organization in social media to reflect innovation across platforms

• Positioning employees as thought leaders to advance industry knowledge

• Using crowdsourcing to gather information

INTERVIEW QUESTIONS | TWO

#innovationPRSM

“Innovation is advancing the

industry, interacting with your client base,

and supporting your audiences’ quest for

knowledge.” Amanda Walter,

Walter Communications

Best practices INTERVIEW QUESTIONS | TWO | CASE STUDY

#innovationPRSM

Dewberry | uses LinkedIn to reach professional engineering audience: Sharing new blog content on industry thought leadership to LinkedIn audience, facilitating dialogue to advance the field: Visit Dewberry on LinkedIn

Best practices

2. How do you use innovation in your social strategy? (cont.)

• Delivering the information markets, clients, partners, and employees seek

• Reaching engineers how they want to engage (e.g., asking technical questions)

• Using video to demonstrate products and services and the people behind them

• Using data to understand where audiences are and where they are going next

INTERVIEW QUESTIONS | TWO

#innovationPRSM

Best practices

ITT | delivers content audiences want to consume and interact with: Engaging engineering audience online via technical quiz for ITT’s Pump Appreciation Day, a celebration of pumps and those who keep them running: See World of Pumps Quiz Visit Pump Appreciation Day site

INTERVIEW QUESTIONS | TWO | CASE STUDY

#innovationPRSM

Best practices

Welch Allyn | uses video for storytelling and engagement: Producing short-form videos on training, testimonials, news, and products, and syndicating through multiple channels: Visit Welch Allyn on YouTube

INTERVIEW QUESTIONS | TWO | CASE STUDY

#innovationPRSM

Best practices

3. Do you have suggestions of best practices?

• Establish social media objectives and strategy and align with business objectives

• Drive strategy by research, planning, and measurement to better communications

• Focus on relevant and quality messaging, not quantity, to attract audiences

• Be transparent and authentic to drive two-way communication + foster engagement

INTERVIEW QUESTIONS | THREE

#innovationPRSM

“B2B is all about transparency and industry thought

leadership. Join the conversation and be

as authentic as possible.”

Sam Miller, Dewberry

Best practices

ITT | conducts comprehensive survey for insights on target audiences: Building social media strategy based on data showing where audience goes for information, LinkedIn: Visit ITT on LinkedIn

INTERVIEW QUESTIONS | THREE | CASE STUDY

#innovationPRSM

Best practices

3. Do you have suggestions of best practices? (cont.)

• Share organization and employee thought leadership to engage with audience and advance the industry (e.g., via LinkedIn)

• Understand your audience and key influencers within target audiences

• Leverage video to share information through concise, compelling storytelling (e.g., YouTube)

INTERVIEW QUESTIONS | THREE

#innovationPRSM

“It’s important in any industry to use social

media channels the way your customers are interacting with

them, providing content how they

want to consume it.” Brent Murphy, Welch Allyn

Best practices

ITT | focuses on video to share stories through social channels: Effectively sharing visual stories of people behind the products through multiple channels: See We are Goulds Pumps Visit ITT on YouTube

INTERVIEW QUESTIONS | THREE | CASE STUDY

#innovationPRSM

Best practices

3. Do you have suggestions of best practices? (cont.)

• Do more than broadcast and promote. Foster dialogue about the industry centered on your expertise.

• Amplify the organization’s vision and values and how they are advancing

• Become a publisher. Leverage content curation and syndication through multiple channels.

INTERVIEW QUESTIONS | THREE

#innovationPRSM

Best practices INTERVIEW QUESTIONS | THREE | CASE STUDY

#innovationPRSM

Dewberry | syndicates blog stories across multiple social channels: Sharing feature blog stories that highlight industry leadership and community across all social media channels to foster dialogue.

Visit the Dewberry blog

Best practices

3. Do you have suggestions of best practices? (cont.)

• Utilize employee collaboration. Encourage internal social media collaborators.

• Tell the story of projects through the eyes of engineers, in a way people understand

• Use for media relations to build followers interested in your industry and field

• Define employee guidelines and core messaging to further collaboration

INTERVIEW QUESTIONS | THREE

#innovationPRSM

Best practices INTERVIEW QUESTIONS | THREE | CASE STUDY

#innovationPRSM

Welch Allyn | builds Twitter audience via media relations strategy: Implementing media relations campaign on Twitter can result in significant increase in followers: @WelchAllyn

Best practices

4. Where is innovation + social strategy going next?

• In B2B, social media will become more prominent and integrated as an avenue to reach target audiences

• More high-level executives will emerge as spokespeople, sharing the human side of their organizations

• Thought leadership and sharing employee skill sets and knowledge will increase

INTERVIEW QUESTIONS | FOUR

#innovationPRSM

“Anyone with a certain skill set in a particular

field can become a thought leader. This will continue to push

innovation further and faster than ever.”

Molly Wagner, Dewberry

Best practices

4. Where is innovation + social strategy going next? (cont.)

• Increased use for connecting with communities and managing crises

• Greater use of video to share latest thinking, interests, and history

• Greater reliance on primary industry influencers to cut through the clutter as more people engage with social media and send more messages

INTERVIEW QUESTIONS | FOUR

#innovationPRSM

Best practices

4. Where is innovation + social strategy going next? (cont.)

• Advancement of mobile technology. Immediate access to the web anytime, anywhere will fuel innovation.

• Growth of location-based social networking in engineering as the industry designs and builds the locations the public “checks in” to (e.g., Foursquare)

INTERVIEW QUESTIONS | FOUR

#innovationPRSM

Best practices

4. Where is innovation + social strategy going next? (cont.)

• Further customization of social tools for organizations to engage in more powerful ways with audiences

• Incorporation of technology into engineering projects and designs

INTERVIEW QUESTIONS | FOUR

#innovationPRSM

“It is an exciting time … as the possibilities for helping to create innovative spaces

that engage both the virtual & physical world will

put you at the forefront in the next chapter in human

interaction with the natural & built environments.”

Amanda Walter and Holly Berkley, Social Media in Action

Conclusions

In summary, top ways science, technology, and engineering organizations use social media + innovation to achieve better communications:

1) Cost-effective tool for expanding the reach of a brand and the efficiency of internal and external communications

2) Integration of social technologies with traditional communications tactics to reach target audiences across various platforms

3) Multi-directional communications tool to advance the industry, facilitate conversation with audiences, and achieve business objectives

4) Successfully positioning organizations and employees as industry thought leaders to foster two-way communication with core audiences

HOW INDUSTRY USES SOCIAL MEDIA + INNOVATION

#innovationPRSM

Conclusions

In summary, 5 key best practices: 1) Establish social media objectives and strategy. Inform strategy with research,

planning, and measurement to better communications.

2) Be transparent and authentic to drive two-way communication

3) Position your organization and employees as industry thought leaders

4) Understand your audience and key influencers within target audiences. Foster dialogue on topics that matter to core audiences.

5) Become a publisher. Leverage content curation and content syndication.

KEY BEST PRACTICES

#innovationPRSM

Conclusions

In summary, 5 key ideas on future of innovation + social media:

1) Greater integration in communications strategy to reach target audiences

2) Greater reliance on primary industry influencers

3) Advancement of mobile technology and location-based social networking

4) Further customization of social media tools

5) Incorporation of technology into engineering projects and designs

WHAT’S NEXT?

#innovationPRSM

Questions

#innovationPRSM

Thank you

Kristin Halpin (Syracuse, N.Y.) is a Communications Specialist at O’Brien & Gere, a national engineering solutions provider, and specializes in PR, media relations, technical writing, social media marketing, email marketing, and public affairs. She is completing a master's degree in Communications Management at the Syracuse University S.I. Newhouse School of Public Communications and also serves on the Board of Directors of the Public Relations Society of America - Central New York chapter.

ABOUT KRISTIN HALPIN

#innovationPRSM

Thank you

kristin.halpin@gmail.com +Kristin Halpin @kristinhalpin

linkedin.com/in/kristinhalpin

kristinhalpin.tumblr.com

#innovationPRSM

CONTACT KRISTIN HALPIN