© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Propert...
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Propert...
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Propert...
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Propert...
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Propert...
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Propert...
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Propert...
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Propert...
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Propert...
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Propert...
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Propert...
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Propert...
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Propert...
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Propert...
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Propert...
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Propert...
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Propert...
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Propert...
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Propert...
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Propert...
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Propert...
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Propert...
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Propert...
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Propert...
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Propert...
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Propert...
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Propert...
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Propert...
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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 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 opportunities
    External social medial sites: Facebook
    Non-management commenting on AT&T Insider

    Solicit 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 DOUBLED
    tSpace engagement increased 36 percent
    Blog entries up 78 percent; comments up 191 percent
    Community membership up 128 percent; forum posts up 105 percent
    File shares up 78 percent; downloads up 270 percent
    Twitter Tribe content engagement QUADRUPLED
    AT&T-related tweets up 105 percent
    Grew 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 & Adoption
    Community Management
    Twitter Tribe
    Social Media Certification

    Technology Development
    Insider / tSpace Platform Integration
    Extranet Access
    Social Video
    tSpace server and database upgrade
    Employee COU Mobile Apps
    New, expandable platform for InsiderTxT

    Digital Apps & Video
    Mobile video
    iPhone COU apps
    Sr. Leaders iPad App

    Business Quality Improvements
    Insider Story Pitch Engine
    Expanded News Now archive



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

    1. 1. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. Engage Your Employees through Social Media October 22, 2010Blair Klein, Executive Director – Emerging Comm @bklein34 Chris Baccus, Executive Director – Digital & Social Media @cbaccus AT&T 1
    2. 2. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. Social Media Is not Just Another Marketing Tool Social media provides an opportunity to reach people on a whole new level to include: For the enterprise, the best way to quickly gain social media credibility is Customer Care. It’s pretty much table stakes. Customer Service Public Relations Employee Engagement Loyalty-Building Collaboration/Knowledge Management Networking Thought-Leadership Customer/Employee Acquisition 1 2 3 4 5 6 7 8
    3. 3. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.3 2007: AT&T 2.0 tSpace launch 2008 Social Media Task Force Blog Trial Social Media Standards Social Media Procedures AT&T Insider 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
    4. 4. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. 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 Try Do
    5. 5. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.5 AT&T Insider news portal tSpace collaboration Integrated Search Innovation Portal SharePoint Intranet sites Q (IM) Outlook Today, briefly stated…..
    6. 6. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. Internal Social Media Engaging Employees 6 Move communications tools from “newsy” and “attractive” to Informative, productive and brand-centric • 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
    7. 7. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. Social Media 1.0 Story Comments Blogs Wikis Polls 7
    8. 8. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. External Lessons = Internal Practices 1 – Forrester 2 -- Watson Wyatt 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
    9. 9. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. 9 The Social Media Platforms Expand your boundaries of can News and Information Innovate and Develop Connect and Collaborate
    10. 10. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. tSpace Connection 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
    11. 11. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. tSpace Profiles Who are You? 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 WebPhone provides info from HR database… Profiles allow employees define themselves and their expertise.
    12. 12. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. Communities Internal Collaboration 12 A community can have its own blog, forums, bookmarks, activities, and more. Wiki Collaboration and sharing
    13. 13. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. tStorms Brainstorming Made Easy 13 Files Improving how we Share
    14. 14. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. Social Media Highlights 38% More Members 105% More Tweets Content UP in EVERY Category Profiles Updated 47% News Stories 64% Bookmarks 1% Blogs 95% Communities 54% Wikis 3% Files 90% Activities 32% Driving Adoption We’ve seen 2600% growth YOY
    15. 15. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. External Efforts
    16. 16. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
    17. 17. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
    18. 18. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. proximityproximity pr o x im i ty x i m it y
    19. 19. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
    20. 20. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. AT&T Social Media Standards Highlights  Code of Business Conduct and all other policies apply  Don't disclose confidential, proprietary, or otherwise non-public information.  Discipline for violations made clear.  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.  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. ‘Virtual World’ = ‘Real World’ Proprietary Information The information contained in this document is not for use or disclosure to any third party, except under written Agreement by the AT&T.
    21. 21. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
    22. 22. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. Every good conversation starts with good listening.
    23. 23. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
    24. 24. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
    25. 25. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
    26. 26. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
    27. 27. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
    28. 28. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. Digital Apps & Video Social Media Management, Education & Adoption Technology Development The 2011 Roadmap 28 Consumer Experience
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