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The social media toolbox

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  • 1. * Colin Burns, Senior Manager of Digital and Social Media at AT&T @thecburns #BrandAidTX
  • 2. AT&T Social Media Channels LinkedIn Facebook Twitter Pinterest Google + YouTube Newsroom Advocates causes.com Instagram foursquare Engage and Sharing interests Share just the Advocacy, Gamification, Social networking connect with Short, real time visually. Curated, right things with Video content Your life in Disseminator of Ambassadorship, Gamification of reward seekers, Their Purpose for working people, places and news streaming theme-based just the right search engine with photos, better, AT&T news. Reinforcement of social good. real world, pierce professionals things thru feed. aspirations. Life audience. Googles high share thru. faster. Belief, Reward thru social veil storytelling. cycle driven. social layer. Create and Aquiring talent, Owned branded Social syndication Creative content maintain a Stream of real Enable advocates Incentivize repeat Our Purpose on thought Inspire IWYD in a Lead innovation content and positive outlet. Later: conversational time news and N/A through social visits, drive Their Channel leadership, lead highly visual way. conversation. distribution, video amplification of Inspire IWYD via relationship with information. good iniatiavies traffic. generation. hoster. brand. UGC our customers. Earned Check-In, Deal Ultimate Metric Connect Share RT Repin Click Thru/+1 Embed Link Back Donation Heart Impressions Redemption Humanize the Earned Increase earned Recruit best in Increase in brand. Push from Humanize the impressions. Brand reach. Increase class talent. B2B Brand Perception. Owned content donation to Awareness to Awareness, Sales. brand. Reduce perception - DWOM and NPS. Business sales. Enterprise Increase reach and charitable causes. Humanize the COR Store Sales. Engagement to Increase NPS. churn. Validate consumers, Incease awaress Objective and Small Biz Awareness. Sales. syndication. Incease posiitve brand. Sales. Increase purchase. investors, and content thought brand perception, NPS. shareholders. syndication. leadership. NPS. Males 35 - 50, First Working Females 13 - 17, 18-34 M/F, Females Average Everyone, Niche Audience Adopters Everyone Media Personnel tbd tbd Professionals Males 18 - 24 educated, affluent Age 29 Specific (anecdotal) in conjunction 5 - 7 national posts Cadence When relevant constant when relevant when relevant constant per AT&T news when relevant When relevant when relevant with real life per week events Voice Be Human. Be Inspiring. Be Helpful. Be Timely. Encourage Participation. Celebrate Our Stuff. Tone "Its What You Do With What We Do." All content must be inherently shareable Inspirational, Tech-intelligent, Moving, Impactful, pithy, succinct, intellectual Polished, Impactful, moving, remarkable, Fun, light, helpful, with conviction, powerful, humor, curious for informative. Ex: A Informative, Fun, light, authoratative and Intelligent, Fun, engaging, inspiring images; quirky. Ex: mid- informative, beautiful. Ex: knowledge and corporate consumer, cheerful, actionable. Ex: confident, light, humorous. brevity in text. Ex: 20s bar hopping Voice cerebral humor. photos like an human progress. spokesperson for influencer, media welcoming. Ex: A Gen Y authoritative. Ex: Ex: your friends at Young, urban young adult who EX: mid-30s architecture Ex: A Redditor, the connected and analysts stay-at-home Mom hipster/college AT&T C-Suite college photographer; loves life and the discussing news at magazine, brief Gen X guy that generation. Daniel friendly content. in her 30s. student and coffee shop adventures. Starbucks wording like a builds computers Stannush. activist. dweller mid-30s hipster and shops at Frys 3rd party content, our Tech & Innovation, Products, services, products/services, AT&T news, 3rd Marketing partner 3rd party content, Devices, Support, Marketing partner CSR, news, CSR, news, party content, our content, lifestyle our Community, AT&T Corporate content, lifestyle marketing partner community, Sponsorships, Employee products/services, device images, products/services, Network, news, Product and device images,Appropriate AT&T content, topical, value store news, local communications, CSR, community, inspirational CSR, news, Commercials, Services C&S, CSR inspirational Content Types community, proposition, events, wifi B2B, recruiting topical, value content that leads community, Contests, U-verse, Earnings, Network, content that leads topical, value promotion, local. mapping. proposition, back to products topical, value Special Policy, Crisis. back to products proposition, Needs to be promotion, local. and services. proposition, Campaigns. and services. promotion, local. framed within the promotion, local. users likes and interests. *
  • 3. 2008/9 – Social MediaDepartment2013 – A tool *
  • 4. * 1 billion users, ~170 million in US* > 50% are mobile per month* Slowing in the US, booming in Brazil, India and Indonesia* Heavy, heavy user usage* Post once a day, make it good, use an image* Images rule* Algorithm-driven, values interesting*
  • 5. * 800 million users* 2nd largest search engine in the world* Hundreds of hours of content uploaded every minute* Digital newsroom* Be short, ~1.5 minutes, be interesting, be helpful* Quality of video doesn’t matter, quality of content*
  • 6. * 200 million users, ~60 in US* 140 characters* Real-time pulse of the world* Quirky, cerebral, second screen* Can handle lots of content* Timely*
  • 7. * 230 million users* Highly linked to Google and YouTube* Great for video, links, and images* Still a testing environment, we’re not sure where it will go or be* Facebook meets Twitter* Try a Google+ Hangout (on Air)*
  • 8. * Connect with people, opinion leaders* Groups and Company Pages have seen little success* Great for thought leadership* Personal publishing has never gained significant traction*
  • 9. * 100 million users, owned by Facebook* Photography social network* Value is in telling a visual story; can’t link out to anywhere* People can Heart or Comment, Follow* You can have a brand page* Was great for plugging into Twitter, now better as a standalone*
  • 10. * 82 million users* Twitter meets blogging meets Instagram* Comical, quirky, smart* Big youth appeal* Blogging lite* Heavy on imagery, short on text, minimal/no metrics*
  • 11. * 25 million users* Content discovery engine based on your interest graph* Insert your content by Thumbs Up* Like other content similar to yours to improve your graph rank*
  • 12. * 20 million users* Check-in app aimed at knowing where your friends are and discovering new local places* Update your places location information – name, address, etc.* Can publish as an owned page* Update the tips, information on your places page*
  • 13. * 2 million users* Self expression through pins, content* Content discovery* Beautiful imagery linked to great content*
  • 14. AT&T Social Media Channels LinkedIn Facebook Twitter Pinterest Google + YouTube Newsroom Advocates causes.com Instagram foursquare Engage and Sharing interests Share just the Advocacy, Gamification, Social networking connect with Short, real time visually. Curated, right things with Video content Your life in Disseminator of Ambassadorship, Gamification of reward seekers, Their Purpose for working people, places and news streaming theme-based just the right search engine with photos, better, AT&T news. Reinforcement of social good. real world, pierce professionals things thru feed. aspirations. Life audience. Googles high share thru. faster. Belief, Reward thru social veil storytelling. cycle driven. social layer. Create and Aquiring talent, Owned branded Social syndication Creative content maintain a Stream of real Enable advocates Incentivize repeat Our Purpose on thought Inspire IWYD in a Lead innovation content and positive outlet. Later: conversational time news and N/A through social visits, drive Their Channel leadership, lead highly visual way. conversation. distribution, video amplification of Inspire IWYD via relationship with information. good iniatiavies traffic. generation. hoster. brand. UGC our customers. Earned Check-In, Deal Ultimate Metric Connect Share RT Repin Click Thru/+1 Embed Link Back Donation Heart Impressions Redemption Humanize the Earned Increase earned Recruit best in Increase in brand. Push from Humanize the impressions. Brand reach. Increase class talent. B2B Brand Perception. Owned content donation to Awareness to Awareness, Sales. brand. Reduce perception - DWOM and NPS. Business sales. Enterprise Increase reach and charitable causes. Humanize the COR Store Sales. Engagement to Increase NPS. churn. Validate consumers, Incease awaress Objective and Small Biz Awareness. Sales. syndication. Incease posiitve brand. Sales. Increase purchase. investors, and content thought brand perception, NPS. shareholders. syndication. leadership. NPS. Males 35 - 50, First Working Females 13 - 17, 18-34 M/F, Females Average Everyone, Niche Audience Adopters Everyone Media Personnel tbd tbd Professionals Males 18 - 24 educated, affluent Age 29 Specific (anecdotal) in conjunction 5 - 7 national posts Cadence When relevant constant when relevant when relevant constant per AT&T news when relevant When relevant when relevant with real life per week events Voice Be Human. Be Inspiring. Be Helpful. Be Timely. Encourage Participation. Celebrate Our Stuff. Tone "Its What You Do With What We Do." All content must be inherently shareable Inspirational, Tech-intelligent, Moving, Impactful, pithy, succinct, intellectual Polished, Impactful, moving, remarkable, Fun, light, helpful, with conviction, powerful, humor, curious for informative. Ex: A Informative, Fun, light, authoratative and Intelligent, Fun, engaging, inspiring images; quirky. Ex: mid- informative, beautiful. Ex: knowledge and corporate consumer, cheerful, actionable. Ex: confident, light, humorous. brevity in text. Ex: 20s bar hopping Voice cerebral humor. photos like an human progress. spokesperson for influencer, media welcoming. Ex: A Gen Y authoritative. Ex: Ex: your friends at Young, urban young adult who EX: mid-30s architecture Ex: A Redditor, the connected and analysts stay-at-home Mom hipster/college AT&T C-Suite college photographer; loves life and the discussing news at magazine, brief Gen X guy that generation. Daniel friendly content. in her 30s. student and coffee shop adventures. Starbucks wording like a builds computers Stannush. activist. dweller mid-30s hipster and shops at Frys 3rd party content, our Tech & Innovation, Products, services, products/services, AT&T news, 3rd Marketing partner 3rd party content, Devices, Support, Marketing partner CSR, news, CSR, news, party content, our content, lifestyle our Community, AT&T Corporate content, lifestyle marketing partner community, Sponsorships, Employee products/services, device images, products/services, Network, news, Product and device images,Appropriate AT&T content, topical, value store news, local communications, CSR, community, inspirational CSR, news, Commercials, Services C&S, CSR inspirational Content Types community, proposition, events, wifi B2B, recruiting topical, value content that leads community, Contests, U-verse, Earnings, Network, content that leads topical, value promotion, local. mapping. proposition, back to products topical, value Special Policy, Crisis. back to products proposition, Needs to be promotion, local. and services. proposition, Campaigns. and services. promotion, local. framed within the promotion, local. users likes and interests. *
  • 15. * Their purpose* Our purpose on their channel* Ultimate metric* Business objective* Audience* Cadence* Voice* Tone* Appropriate Content Types *
  • 16. Content Type Cadence Ultimate MetricFacebook Images, short 1 per day Like copyTwitter Great copy, link Max 3-5 per day RetweetYouTube 1.5 minute video When interesting ViewGoogle+ Link, great image 1-2 per day +1Instagram Image 1-3 per day HeartTumblr Image 1 per day HeartFoursquare Image 1 per week LikePinterest Image with link, When interesting Repin short copy *
  • 17. *Keep track of content by topic*Measure topic against topic*Try things, experiment*Measure again*Fish where the fish are *
  • 18. *

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