More and more, organizations in the science, technology, and engineering industry are using social media as a tool to reach their audiences. They are successfully positioning their organizations and employees as thought leaders to advance industry knowledge and drive innovation. These organizations that have taken the plunge into the world of social media are learning that the tool enhances the efficiency of internal and external communications needs in the industry. Messages shared through social media channels are quicker than traditional communication forms and allow for real-time interaction and outside feedback that drive ideas and innovation further and faster than ever. Like any tactic, social media is most effective when integrated into an overall communications strategy, connected to business objectives, and informed by research, planning, and measurement.

1. 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

2. 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

3. 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

4. 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

5. 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.”
AmandaWalter and Holly Berkley,
Social Media in Action

6. Background
The Social Nature of Engineers
James Kent, Chief Marketing & Communications Officer
ViewThe Social Nature of Engineers
HOW ENGINEERS USE SOCIAL MEDIA
#innovationPRSM

7. 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

8. 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

9. 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

10. 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
+AmandaWalter
Facebook
INDUSTRY THOUGHT LEADERS | AMANDA WALTER
#innovationPRSM

11. Introduction
Partner of O’Brien & Gere:
MollyWagner (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

12. 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

13. 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

14. 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

15. 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

16. 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

17. 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 onYouTube
INTERVIEW QUESTIONS | ONE | CASE STUDY
#innovationPRSM

18. 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
•WelchAllyn – Facebook
• ITT – LinkedIn
INTERVIEW QUESTIONS | ONE
#innovationPRSM

19. 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:
VisitWelch Allyn on Facebook

20. 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

21. 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.”
AmandaWalter,
Walter Communications

22. 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

23. 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

24. 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

25. 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:
VisitWelch Allyn onYouTube
INTERVIEW QUESTIONS | TWO | CASE STUDY
#innovationPRSM

26. 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

27. 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

28. 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

29. 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

30. 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

31. 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

32. 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

33. 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

34. 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.”
MollyWagner, Dewberry

35. 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

36. 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

37. 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.”
AmandaWalter and Holly Berkley,
Social Media in Action

38. 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

39. 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

40. 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

41. Questions
#innovationPRSM

42. 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 NewYork chapter.
ABOUT KRISTIN HALPIN
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43. Thank you
kristin.halpin@gmail.com
+Kristin Halpin
@kristinhalpin
linkedin.com/in/kristinhalpin
kristinhalpin.tumblr.com
#innovationPRSM
CONTACT KRISTIN HALPIN