Utilizando redes sociales    para la innovación      en servicios de   telecomunicaciones   AT&T – un caso real    Camilo ...
Agenda• How will Your Company Leverage  Social Business to Cultivate Leadership  and Innovation?• Leadership, Innovation, ...
How will Your Company LeverageSocial Business to Cultivate Leadership           and Innovation?                           ...
Vast majority of CEOs experience the NewEconomic Environment as distinctly different Organizations are experiencing signif...
Nearly three fourths of executives believereaching out to customers via social media willhelp them increase customer advoc...
Capitalizing on collective intelligence                                          6
With open boundaries, conversations           are starting…                                      7
8
9
Organizations create value in        many ways                                10
In a Social Business people connect and interact indigital spaces within, across, and beyond an enterpriseto create value ...
…leading to some common patterns and principles                                                  12
Social Business adoption is a journey that requireschange leadership, guidance, support, and a continualfocus on business ...
Procesos de negocio “sociales”                                                                    Un negocio “social”     ...
Leadership, Innovation, Productivity:How Social Business Can Take You There             AT&T Case                         ...
At AT&T, Social Media Is Not Just Another Marketing ToolSocial media provides an opportunity to reach people ona whole new...
Collaboration: The Path to “One             AT&T”• Unifying a post-acquisition, post-rebrand workforce• Rallying around on...
Our Journey to Social Business                                 18
Social Media at AT&T:Getting Past Policy So We Could Get to Work                                              19
AT&T Social Media Standards            Highlights•   Code of Business Conduct and all other policies apply•   Dont disclos...
Getting Started: Launching tSpace • tSpace on Lotus Connections    –   Provide better way to find info    –   Keep knowled...
Getting Started: Launching tSpace                                    22
Next Step: Cultivation & Adoption• Blogs as tool to address needs ID’d in Employee  Engagement survey• Social media revers...
Next Step: Cultivation & Adoption                                    24
Today: Focus on Profiles & Communities tSpace usage up nearly 2000% in 2010 and 2600% from 3Q09 to 3Q10:     – >124,000 em...
Today: Focus on Profiles & Communities                                         26
Benefits to the Business                           27
Alinear objetivos y cultura organizacGenerar relaciones de confianzaExperiencias excepcionalesNivel social de procesos de ...
GraciasCamilo RojasSocial Business Evangelist   camilor@co.ibm.comBrand Manager                +57-318-2210-009IBM Softwar...
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Utilizando redes sociales para la innovación en servicios de telecomunicaciones - un caso real

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En Social Business, las personas se conectan e interactuan en espacios digitales más allá de la empresa, creando valor y alcanzo los objetivos de negocios.

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Utilizando redes sociales para la innovación en servicios de telecomunicaciones - un caso real

  1. 1. Utilizando redes sociales para la innovación en servicios de telecomunicaciones AT&T – un caso real Camilo RojasSocial Business Manager SSA camilor@co.ibm.com @camilo_rojas 1
  2. 2. Agenda• How will Your Company Leverage Social Business to Cultivate Leadership and Innovation?• Leadership, Innovation, Productivity: How Social Business Can Take You There. The AT&T Case. 2
  3. 3. How will Your Company LeverageSocial Business to Cultivate Leadership and Innovation? 3
  4. 4. Vast majority of CEOs experience the NewEconomic Environment as distinctly different Organizations are experiencing significant upheaval … and close to 80% of CEOs expect high/very high level of complexity over five years 4
  5. 5. Nearly three fourths of executives believereaching out to customers via social media willhelp them increase customer advocacy 5
  6. 6. Capitalizing on collective intelligence 6
  7. 7. With open boundaries, conversations are starting… 7
  8. 8. 8
  9. 9. 9
  10. 10. Organizations create value in many ways 10
  11. 11. In a Social Business people connect and interact indigital spaces within, across, and beyond an enterpriseto create value and achieve business objectives 11
  12. 12. …leading to some common patterns and principles 12
  13. 13. Social Business adoption is a journey that requireschange leadership, guidance, support, and a continualfocus on business and individual value 13
  14. 14. Procesos de negocio “sociales” Un negocio “social”  Crea relaciones de confianza y Negocio tradicional mejora ventas con mensajes relevantes a través de sus canales  Mercadeo Push a  Crea lealtad a través deMarketing, Profundizar través de canales comunidades y diálogoServicio al tradicionales relacionescliente  Control sobre la imagen con clientes y comunicación de la  Genera un diálogo para marca generar ideas innovadoras Innovación acelerando el time to market Invertir en R&D Desarrollo  Generar nuevas ideas Eficienciade producto internamente operacionalservicio  Prueba ideas en el  Se conecta con redes mercado profesionales para responder a oportunidades de negocio Optimización rápidamente.Operaciones Comunicación basada  fuerza deRecursos en correo y voz trabajoHumanos Conocimiento en silos  14
  15. 15. Leadership, Innovation, Productivity:How Social Business Can Take You There AT&T Case 15
  16. 16. At AT&T, Social Media Is Not Just Another Marketing ToolSocial media provides an opportunity to reach people ona whole new level to include:1. Customer Service2. Public Relations For the enterprise, the best way to3. Employee Engagement quickly gain social4. Loyalty-Building media credibility5. Collaboration/Knowledge is Customer Care. Management It’s pretty much6. Networking table stakes.7. Thought-Leadership8. Customer/Employee Acquisition 16
  17. 17. Collaboration: The Path to “One AT&T”• Unifying a post-acquisition, post-rebrand workforce• Rallying around one shared vision and set of business objectives• Breaking down business unit and geographic silos• Creating access to people, information and ideas• Retaining institutional knowledge and sharing best practices• Embracing a collective spirit of innovation and connection 17
  18. 18. Our Journey to Social Business 18
  19. 19. Social Media at AT&T:Getting Past Policy So We Could Get to Work 19
  20. 20. AT&T Social Media Standards Highlights• Code of Business Conduct and all other policies apply• Dont disclose confidential, proprietary, or otherwise non-public information• These are your views, not official corporate communications• No anonymity. UserID or self-identification required. ID yourself as employee if participating externally• Have a business purpose for using these tools and sites internally• Be courteous and be cautious when posting comments about other teams, companies and products• Do not express legal opinions• Do not disparage our competitors, customers, suppliers, or vendors• Stay away from topics that may be considered objectionable or inflammatory• No profanity or obscene language/content. No ethnic slurs or personal insults• Discipline for violations made clear 20
  21. 21. Getting Started: Launching tSpace • tSpace on Lotus Connections – Provide better way to find info – Keep knowledge accessible – Retain as people move into new roles or leave the business – Create logical home for user-generated content • “See what happens” with tools – Blogs – Wikis – Bookmarks – News sharing • Wiki culture emerged – By end of 2009, more than 14,000 wiki pages in more than 500 spaces – All organic growth – No marketing or incentives 21
  22. 22. Getting Started: Launching tSpace 22
  23. 23. Next Step: Cultivation & Adoption• Blogs as tool to address needs ID’d in Employee Engagement survey• Social media reverse mentors for senior leaders• Implementation of Connections updates – Communities – Discussion forums• Custom development on platform for other collaboration – tStorms – Profile badges 23
  24. 24. Next Step: Cultivation & Adoption 24
  25. 25. Today: Focus on Profiles & Communities tSpace usage up nearly 2000% in 2010 and 2600% from 3Q09 to 3Q10: – >124,000 employees have used at least one feature of the platform – Visits up 897% YOY – Profiles views increased 5,599% YOY – 90% increase in employees with connections/network – 4,114 % increase in Profile updates – 2,145% increase in Wikis – 25,263% increase in Communities – 98% growth in Communities members – 93% increase in blog contributors – 97% increase in Files shared – Page views up 453% YOY – Communities page views up 8,882% – Wiki page views up 1,676%. 25
  26. 26. Today: Focus on Profiles & Communities 26
  27. 27. Benefits to the Business 27
  28. 28. Alinear objetivos y cultura organizacGenerar relaciones de confianzaExperiencias excepcionalesNivel social de procesos de negocioDiseñar pensando en socialAnalizar su información social 28
  29. 29. GraciasCamilo RojasSocial Business Evangelist camilor@co.ibm.comBrand Manager +57-318-2210-009IBM Software Group T: @camilo_rojasSpanish South America 29

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