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Building Customer Advocacy

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Presentation at Social Media Breakfast Dallas on January 26, 2012 discussing how we at AT&T engage our advocates and some of the stories behind that effort.

Presentation at Social Media Breakfast Dallas on January 26, 2012 discussing how we at AT&T engage our advocates and some of the stories behind that effort.

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  • 1. Building Customer AdvocacyChristopher Baccus. AT&TExecutive Director of Digital & Social MediaJanuary 2012© 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
  • 2. It’s Early Let’s Watch Some TV…
  • 3. Advocacy. (noun) The act of pleading or arguing in favor of something, such as a cause, idea, or policy; active support.3 © 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
  • 4. Identifying Advocates4 © 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
  • 5. Business is Competitive. It Does Create Fans
  • 6. The Badgefication of the Web6 © 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
  • 7. Where are your advocates?
  • 8. 8 © 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
  • 9. In 2009, we started to see a group of Facebook fans start toengage regularly and setting up their own presence in 2010.
  • 10. Sometimes advocacy is about sharing the community contract with those new to the groupOther times it’s about helping to solve a simple problem.
  • 11. Your strongest advocates are also yourstrongest critics.11 © 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
  • 12. A Field Guide to Brand Advocates. Dr. Kathleen R. Ferris-Costa. BzzAgent Funded Research. June 2011
  • 13. 1,473% Increasein Self-Identified “Defenders of the Brand”
  • 14. Three Wolfpack members constantly updated their socialcommunities generating 100s of tweets, 72 Facebook updatesand 34 photos during the conference.
  • 15. 15 © 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
  • 16. 16 © 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
  • 17. Thank You Christopher Baccus, christopher.n.baccus@att.com. @cbaccus Follow us on Facebook.com/ATT and @ATT on Twitter17 © 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.

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