Resilience SocialMarketing Plan

By, Cat Tompkins

Stantec.com Resilience Page/Social Media Plan – DRAFT – 2015

Situational Analysis:

Recognizing industry trends and marketplace demand for resilience-related services, Stantec is developing a thought leadership and content marketing strategy around resilience. Our first step is a Resilience page on Stantec.com. Noting the flurry of marketplace interest in this topic, a tactical overview of opportunities to bring attention to both the page and our experience in this area will be beneficial for supporting companywide branding and business development goals.

Goals:

The goals of this campaign are to use Stantec’s social media channels to:

1. To create awareness about the importance of resilience in design 2. Drive traffic to our resilience page on Stantec.com 3. Facilitate discussions about resilience amongst our key client, peer, and project

partner audiences 4. Strengthen our online community by providing engaging and valuable content

about resilience

Short-Term Ideas:

• Initial Announcement Posts (For all platforms – see Launch Content Table) o 1. Photo: Resiliency home page or another photo. Add Stantec logo?

o 2. Video: Share existing video series. Include a hyperlink to the webpage

• “Resiliency Projects” o For Facebook: Release a series of photo albums of our past and future

resiliency-driven projects once a week or every two weeks PURPOSE: To tell a story of how the project came to life and paint a

picture as to how important resiliency is when it comes to design. Also, we are a visual industry.

• Factual Resiliency Posts o 1. Infographic/Statistics: Create an infographic or share external stats

related to resilience

“What is Resiliency?” Infographic Content Ideas: description on

resiliency, statistics from the resiliency homepage, images and accompanying statistics about our resiliency-driven projects, features of our company resilience leaders.

o 2. Blogs: Retweet or share any new or existing blogs that have not been shared that underscore topics related to resilience For Long-Term: Inviting guest bloggers to our future blogs, calendar

of upcoming blogs (spontaneous). o 3. Articles: Share articles about resiliency from the webpage on social

media platforms. Can be from external sources or articles added to resilience page Architect Magazine article on resilience

o 4. Presentations/Speaking: Tweet/share presentation and picture of our thought leaders participating in conferences and events.

o PURPOSE: Provide valuable pieces of information to our audience whether it’s a visual infographic, someone’s story, or the thoughts of resiliency experts.

Long-Term Ideas:

• “We Are Resilient” o Current Expert Spotlights become part of the “We Are Resilient” series.

Share these spotlights on Facebook, Twitter & Instagram o Open up a discussion. Provide a photo and ask a question (“How are you

making your community more resilient?” etc.) • “The Resilience Hour”

o A one-time live tweeting session we promote as “The Resilience Hour.” Audience asks and submits questions on resiliency using a specific hashtag. A panel of experts and leaders answer people’s questions either through their own Twitter accounts or through ours. We retweet people’s questions and answers. PURPOSE: To provide an opportunity to facilitate and create an

open forum for those that may have questions about resiliency. Need to research more, but it doesn’t seem like it has been attempted by others in our industry. Good way for Stantec to engage with the audience.

NOTE: A live-tweeting session needs to be planned and promoted ahead of time. Tips: Canva and Twitter.

Student Example: A group of students from the National Association of Hispanic Journalists (NAHJ) Cal State Long Beach, Fullerton and Northridge chapters came together and held a live tweet event in

an LA Times newsroom. Experts provided answers through their Twitter accounts. Students tweeted their questions using the hashtag #NAHJStudents (Tweets took place on April 17, 2014)

AEC Industry Examples: • SNC-Lavalin did a one-time Twitter Q&A session with an

expert (#AskLRTexpert). • Architect Magazine runs #ArchitectChats discussions

frequently. They tweet out questions (Q1, Q2, etc.) about a specific topic in the industry and people respond with answers (A1, A2) while using the respective hashtag (#ArchitectChats)

• Hashtag Ideas: o Existing: #StantecOnResilience o Shortened (Livetweeting Hashtag Ideas): #SoR, #SR (StantecResiliency),

#SoR15 (Using year) o #ResilientLeader (we are a leader on resiliency), #resilience

(miscellaneous) , #LivingResilience (for FB photo album series), #WeAreResilient (for that specific series)

Resiliency Page Launch Content Channel Content

Facebook August 12: When we talk about resiliency, we see potential. The potential to strengthen our social, economic and environmental systems to respond to crises and adapt to our changing world. Introducing our new #StanteconResilience hub - where we explore how we design with community resilience in mind. Come take a look! (Include screenshot of the resiliency home page image with the statistics – see photo initial announcement post section)

Twitter August 10: How do you define #resiliency? Look for our answer soon. #StanteconResilience August 11

- Teaser Option 1 (Question): How is #resiliency shaping our industry? Check back tomorrow to find out! #StanteconResilience

- Teaser Option 2 (Factual): How much do we factor adaptability in architecture? Check out @architecturemag’s article on #resiliency! http://bit.ly/1g2KWOR

August 12: Check out (or “Visit”) our #StanteconResilience hub! #Stantec #resilience (add photo if it fits) August 13: Why does resilience matter? http://bit.ly/1JKY1U6

#StanteconResilience August 14: How does @Stantec define resilience? http://bit.ly/1JKYeXl #Stanteconresilience

Instagram August 12: Check out our #StanteconResilience hub, where we’re exploring how Stantec designs with resiliency in mind! #resilience #Stantec (use homepage photo – see Facebook description)

LinkedIn/Google + August 12: Is resiliency the latest buzz word? Not by a long shot. It’s the key to the world’s response to climate change. When we talk about resiliency, we see potential. The potential to strengthen our social, economic, and environmental systems to respond to manmade and natural crises. And come back stronger. Find out more about how resiliency matters on our new #StanteconResilience hub! Let us know what you think!

Internal Announcements

- Launch 200-word blurb on all community sites - Create a top news item for StanNet - Forward announcement through networks/email

content

Ongoing/Routine Opportunities for Posting:

• Directing Traffic to the Page (Long-Term): o Launching of new videos o “We Are Resilient” spotlight o Factual posts (blogs, facts, etc.) on resilience

• General Opportunities for Hashtag Use/Content Creation: o Conference Attendance o Livetweeting events

Implementation Reminders:

• Hashtags are critical for generating interaction • Keep Tweets short and sweet for maximum impact • Look for opportunities to be engaging, thought-provoking and attention-

grabbing with original content • Always include a shortened link to our resiliency webpage when it is appropriate

Webinar Resources:

• Google Hangouts on Air: o Example: Successful Google Hangout

• Periscope