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BlogWell Cincinnati Social Media Case Study: AT&T, presented by Blair Klein
 

BlogWell Cincinnati Social Media Case Study: AT&T, presented by Blair Klein

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In her BlogWell Cincinnati case study presentation, "Social Media and the Enterprise: Making Love Out of Nothing at All," AT&T's Director of Emerging Communications, Blair Klein, shares how AT&T is ...

In her BlogWell Cincinnati case study presentation, "Social Media and the Enterprise: Making Love Out of Nothing at All," AT&T's Director of Emerging Communications, Blair Klein, shares how AT&T is earning internal social media buy-in.

Blair covered how to involve key stakeholders, how to create your policies, and how to focus on the low-hanging fruit.

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BlogWell is the only conference where social media executives from big brands come together to share their case studies, offer practical how-to advice, and answer your questions.

To learn more about BlogWell, visit gaspedal.com/blogwell/

BlogWell is produced by GasPedal and the Social Media Business Council.

Learn More: gaspedal.com and socialmedia.org

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    BlogWell Cincinnati Social Media Case Study: AT&T, presented by Blair Klein BlogWell Cincinnati Social Media Case Study: AT&T, presented by Blair Klein Presentation Transcript

    • Social Media & the Enterprise: How AT&T Got Past Policy Discussion to Get to Work
      Blair Klein
      @bklein34
      Director – Emerging Comm, AT&T
      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.
    • AT&T 2.0 in 2007
      Like many companies, the use of social tools at AT&T began to grow organically.
      Internal platform – tSpace – for social media activity built by IT and actively adopted throughout enterprise.
      • Blogs
      • Wikis
      • Bookmarks
      Corporate Communications began to actively use and develop these tools.
      THEN… occurred to several stakeholders: Policy & Process needed
      What happened next? 1. 2. 3.
      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.
    • Bring in all Stakeholders
      Know your culture, your opportunities and your challenges
      • Is the resistance from more than just a small group?
      • Has your culture managed change well at front-line employee/manager level?
      • Are you a blogging-type of workforce? A wiki one? A microblogging one?
      Consider the dreaded Task Force
      • Focus around actual needs of business to execute
      • Include key allies… and the naysayers
      • Lay out low-hanging fruit and projects on hold
      Demonstrate how used at other companies
      • Collect other key learnings and missteps
      • Policies
      • [In the “I can’t believe I’m saying this category”]: Don’t scoff at Legal’s concerns… address them head-on up-front.
      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.
    • What AT&T Did: “User-Generated Content Proof of Good Behavior Trial” (aka The Blog Trial)
      • One forum of U-verse premise techs
      • Commenting on corporate intranet stories
      • Blog by SVP of wireless innovation
      • Blog by enterprise architecture SME
      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.
    • 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.
    • AT&T Internal Use Example: Social Media 1.0 (aka Intranet Portal)
      Participation consistent
      • AT&T Insider: More than 6,700 comments since launch –
      • Separately, more than 70,000 SharePoint pages deployed
      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.
    • AT&T Internal Use Examples: The Innovation Pipeline
      • TIP 1st internal incented crowd-sourced application
      • Practical way to harness the wisdom of the crowd
      • TIP + I3 = 28,000 users
      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.
    • tSpace allows employees to create internal employee profiles, community pages, wikis, bookmarks, blogs, and news feeds.
      23,223 wiki pages in 1,197 wiki spaces
      Blogs (113): Leadership, postulating, recognition
      103 Communities
      AT&T Internal Use Example: tSpace – the AT&T social media platform
      Employee Profiles: Phone directory on steroids
      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.
    • AT&T External Use Example: Social Recruiting
      att.jobs
      1st employment app by an employer
      RSS, Bookmarking
      Conversation: Twitter
      Talent Network
      ‘Work With Me’ Facebook App
      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.
    • AT&T External Use Examples: Don’t overlook B2B
      Social media usage evolution = Rationalization of content
      • The influx of 35 to 54 is changing the norms
      • More focused, more exclusive, and information held more closely
      • Maturation of social media is great opportunity for the enterprise
      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.
    • AT&T External Use Examples
      @ATTCustomerCare
      Youth Marketing
      Employee Mommy/Daddy blog
      Sponsorships
      Public Affairs
      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.
    • From Early Adopters to Business-As-Usual
      Companies that are participating now will be best positioned for what’s next
      SPEAK UP! Presence alone is not enough
      Grace period is ending: User expectations growing
      1996 corporate website equivalent – customer escalations to “email contacts”
      Customers anticipate a place where their voice can be publicly heard; Silence often considered rude.
      Location-based services new opportunity
      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.
    • Q&A
      Come Join My Festivities….
      www.att.com/socialmedia
      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.