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ENGAGE Your Employees Through Social Media (PRSA Dallas Morning Keynote)

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Presentation about "ENGAGE Your Employees Through Social Media" given by myself (@cbaccus) and Blair Klein (@bklein34) on October 22, 2010 at the Public Relations Society of America Dallas chapter ...

Presentation about "ENGAGE Your Employees Through Social Media" given by myself (@cbaccus) and Blair Klein (@bklein34) on October 22, 2010 at the Public Relations Society of America Dallas chapter event. Communications Summit event details here: https://www.prsadallas.org/index.php?option=com_content&view=article&id=124&Itemid=72

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  • Explore and Increase access opportunitiesExternal social medial sites: FacebookNon-management commenting on AT&T InsiderSolicit more feedback Use of Frontline Advisory Council to collect feedback and adjust plans accordingly Continue to resource LDP / ADP groups Employee surveys to collect information on overall success and specific improvement points
  • 3Q Highlights:tSpace content increased in every category Overall content increased 32 percent Blogs QUADRUPLED Communities DOUBLEDtSpace engagement increased 36 percent Blog entries up 78 percent; commentsup 191 percentCommunity membership up 128 percent; forum posts up 105 percentFile shares up 78 percent; downloadsup 270 percentTwitter Tribe content engagement QUADRUPLEDAT&T-related tweets up 105 percentGrew 38 percent, from 116 to 160 members
  • How we address disclosure and content proximity. Two examples
  • What does our policy address: disclosure using hashtags. Adding tweets are my own opinions in profile, disclosure one works for AT&T, general guidelines around how to engage and where one can direct those asking difficult questions.
  • Going forward will we all be required to have distinct personal and business profiles in social media. FTC may force?
  • When you get someone or some department in your organization wanting to do social first thing to do is listen.
  • What goal are they trying to accomplish: sales, service, loyalty, education, hiring?
  • We are consumed with being liked, brands too. It’s important to get people to understand that facebook is not a strategy and that it’s what you do with said ‘fans’ once you have them there. What actions do you want them to take? What goals are you trying to meet.
  • A lot of the time we can share what the brand is doing and what can be a good fit for their business need and outreach
  • Most important is to foster the imagination and enthusiasm and find a way to make employees excited about how to engage within the brand’s constraints. By this point they understand it’s not the same as talking to their BFF.
  • How does this all come together? Last week we launched Windows7 Phone and here is how some of that collaboration with employees, ATT social properties and the community worked. Image: show the connections across our social properties and websites (Windows Mobile 7 Launch Example): Twitter, FB, YouTube, ATT.com
  • Social Media Management, Education & AdoptionCommunity ManagementTwitter TribeSocial Media CertificationTechnology Development Insider / tSpace Platform IntegrationExtranet AccessSocial VideotSpace server and database upgradeEmployee COU Mobile AppsNew, expandable platform for InsiderTxTDigital Apps & Video Mobile videoiPhone COU appsSr. Leaders iPad AppBusiness Quality Improvements Insider Story Pitch EngineExpanded News Now archive

ENGAGE Your Employees Through Social Media (PRSA Dallas Morning Keynote) ENGAGE Your Employees Through Social Media (PRSA Dallas Morning Keynote) Presentation Transcript

  • Engage Your Employees through Social Media
    Blair Klein, Executive Director – Emerging Comm @bklein34
    Chris Baccus, Executive Director – Digital & Social Media @cbaccus
    AT&T
    October 22, 2010
    1
  • Social Media Is not Just Another Marketing Tool
    Social media provides an opportunity to reach people on a whole new level to include:
    1
    2
    3
    4
    5
    6
    7
    8
    Customer Service
    Public Relations
    Employee Engagement
    Loyalty-Building
    Collaboration/Knowledge Management
    Networking
    Thought-Leadership
    Customer/Employee Acquisition
    For the enterprise, the best way to quickly gain social media credibility is Customer Care.
    It’s pretty much table stakes.
  • 3
    2008
    Social Media Task Force
    Blog Trial
    Social Media Standards
    Social Media Procedures
    AT&T Insider launch
    2007: AT&T 2.0
    tSpace launch
    2009
    Social Media Task Force
    Certification process
    ADP Research Project
    tSpace/SharePoint open to bargained-for employees
    Social Media at AT&T: A look back
  • What we learned
    4
    Know your culture, your opportunities and your challenges
    Consider the dreaded Task Force
    Collect other key learnings and missteps
    [In the “I can’t believe I’m saying this category”]: Don’t scoff at Legal’s concerns… address them head-on up-front.
    Explore
    Do
    Try
  • 5
    Today, briefly stated…..
    Q (IM)
    Outlook
    tSpace collaboration
    AT&T Insider news portal
    Innovation Portal
    Integrated Search
    SharePoint Intranet sites
  • Internal Social MediaEngaging Employees
    6
    Move communications tools from “newsy” and “attractive”
    • Connect globally -- develop professional network. Easily find resources and relationships that drive results
    • Collaborate across business lines and time zones
    • Innovate to leverage the power of the crowd, enhance thought leadership and generate new ideas
    • Increase productivity while decreasing costs
    Informative, productive and brand-centric
    to
  • Social Media 1.0Story CommentsBlogs WikisPolls
    7
  • External Lessons = Internal Practices
    Communications increasingly delivered by the masses1
    • 78% of people trust recommendations of other consumers; 14% trust advertisements
    • Marketing to social networking will require your employees’ presence, participation
    • Like it or not, all your employees are “PR staff” today.
    Of those born after 1980, 62% of content they consume comes from user-generated content
    Employees expect their internal experience will sync up with their consumer experience2
    • 75% use Facebook outside of work
    • 75% on LinkedIn
    • 26% say Social Networking available at work
    1 – Forrester
    2 -- Watson Wyatt
  • 9
    The Social Media Platforms Expand your boundaries of can
  • tSpaceConnection and Collaboration
    Profiles
    • Pre-loaded with employee information
    Communities
    • Open, moderated and restricted
    • File and info sharing
    Blogs
    • Individual and community
    • Ratings, comments and tags
    Wiki, Bookmarks, etc.
    • Discussions vs. tStorms
    • File sharing
    • Site bookmarks, activities and news
    10
  • tSpace ProfilesWho are You?
    WebPhoneprovides info from HR database…
    Profilesallow employees define themselves and their expertise.
    Use profiles to:
    • Locate subject matter experts
    • Enable information sharing and knowledge management/retention
    • Get to know co-workers — interests, educational backgrounds, skills
    • Expand network of professional colleagues
    11
  • CommunitiesInternal Collaboration
    12
    A community can have its own blog, forums, bookmarks, activities, and more.
    WikiCollaboration and sharing
  • tStormsBrainstorming Made Easy
    13
    FilesImproving how we Share
  • Social Media Highlights
    We’ve seen 2600% growth YOY
    Driving Adoption
    Profiles Updated47%
    News Stories64%
    Bookmarks 1%
    Blogs95%
    Communities54%
    Wikis3%
    Files 90%
    Activities32%
    ContentUPin EVERYCategory
    UNPRECEDENTEDEngagement
    38% More Members105% More Tweets
    36%More Contributors
    Blog Entries up 78%
    Blog Comments up 191%
    Community Members up 128%
    Forum Posts up 105%
    File Shares up 78%
    File Downloads up 270%
    32% More Content
  • External Efforts
  • im
    pr
    i
    x
    o
    ty
    x
    proximity
    proximity
    i
    m
    it
    y
  • Every good conversationstarts withgood listening.
  • The 2011 Roadmap
    Social Media Management, Education & Adoption
    Technology Development
    Digital Apps & Video
    Consumer Experience
    28