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    AT&T AT&T Presentation Transcript

    • Conversation Overload:9 Steps to Handle the Chatter WithoutMajor SplatterPrepared for the Social Media for CustomerService Summit 2011 #CMSCS@beckyww AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only. Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general distribution.
    • Conversation Overload: 9 Steps to Handle the Chatter WithoutMajor SplatterBecky Woodworth, AT&T Social Media Teamrw0048@att.comwww.facebook.com/becky.woodworthhttp://thisreminds.me @beckyww Mom to 4, AT&T Lifer, Lots of Opinions & All of Them My Own2 AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only. Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general distribution.
    • Step #1 – Decide: Where, oh, Where Will YouBe? Where everyone else is….. Disapora Take a step back and ask yourself, “What are my customers ready for?” and then, “What are my objectives?” Once you know that, then you can start planning. Groundswell by Li & Bernoff3 AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only. Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general distribution.
    • Step #2 ….or in a place you create? Don’t be a leaf…..Be a tree! Charles Schultz4 AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only. Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general distribution.
    • Step #3 – Match Topics of ExpectedConversation with Corporate OwnersPost-Sale Care?Sales and/or Couponing?Policies?Suggestions?What to Ignore?Decide – then - be prepared to talk about somethingelse!Marketers tell us they define and manage their brand…Bull…Your brand is whatever your customers say it is.Groundswell, by Li & Bernoff5 AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only. Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general distribution.
    • Step #4 – Standardize Your ProcessesDocument the same way every time. Be creative inthinking, but uniform in documenting.Enter free-form information no more often than isabsolutely required.All conversations recorded in one place, accessible by alland frequently/randomly quality-checked.Make all information searchable and sortable.Left, right, left right, you had a good home and you left,you’re right! Army Cadence6 AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only. Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general distribution.
    • Step #5 – Encourage Your CommunityMembers to Engage with Each Other Private Acknowledgment Public Acknowledgment Ranks Badging Privileges Rewards A community is a like a marriage; it requires constant adjustment to grow and become more rewarding. And if you’re not in it for the long haul, well, maybe you should think about the ugly endings you’ve seen to marriages that lacked the long-term effort. Groundswell, by Li & Bernoff7 AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only. Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general distribution.
    • Step #6 – Staff with Professionals Who“Get It”Facebook has more than 800M active users. Source:Facebook.comTwitter has more than 56M accounts following eight ormore accounts. Source: SocialMediaToday.comFourSquare has more than 7.5M registered users. Source:SocialMediaToday.comYouTube has “hundreds of millions” of users. Source:YouTube.comSurely many users work for your company!Toto, I’ve a feeling we’re not in Kansas anymore.Dorothy in The Wizard of Oz8 AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only. Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general distribution.
    • Step #7 – Listen Inside & Outside YourCorporate WallsBuild and maintain strong working relationships insideyour company. Be alert to conditions that may trigger asurge – new product announcement, product recall,leadership changes, scandal, earnings report, etc.Build and maintain strong working relations outside yourcompany. Be alert to information being reported, and/orsuggestions/criticisms from external peers. Considerusing a professional listening tool.Act on that information – staff appropriately –communicate honestly. Danger, Will Robinson! Danger! Robot in Lost in Space9 AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only. Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general distribution.
    • Step #8 – Measure Twice, Cut OnceFrom Day #1 – Measure everything meaningful often andaccurately. You’ll need those numbers to explain staffingneeds, justify capital costs, predict surges, etc.Mechanize data gathering as much as possible so you canconcentrate on meaningful interpretation.Beware of puffy and pointless stats, like “page views”inflated by spider crawls, and “fans” or “registered users”who never interact.Include a definition of terms in every communication.First get your facts, then you can distort them at your leisure.Mark Twain 10 AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only. Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general distribution.
    • Step #9 – “Do the Math” to Predict Surgesand Staffing Needs“What Happened Before” x% Change in Users xSeasonality Factor xDegree of Public Sentiment or Product Usage or ? /Gained Efficiencies =Effect of a Surge on Staffing Needs +“One to Grow On”Fasten your seatbelts. It’s going to be a bumpy night.Margo Channing11 AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only. Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general distribution.
    • ?12 AT&T Proprietary (Restricted) - SR3 (Mark Keiffer FMO Discussion Participants) Only. Only for use by authorized individuals and above-designated team(s) within the AT&T companies and not for general distribution.