2012 B2B social media summit - Building brand ambassadors from within
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2012 B2B social media summit - Building brand ambassadors from within

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  • We utilized MECLABS testing protocols to construct this testWe were fortunate to be working with a $3.6 billion Cisco telecom partner that provided their full support We defined out goal as to determine if higher cost data can drive down the overall cost of leadPrimary research question: Which campaign data source will drive the most value?We based the test retail market ratesWe selected 6 deferent list sources4 of the list sources came from an MDM source or Master Database Management The primary difference between MDM and traditional list sources it that MDM pulls data from 10 or more list sources vs. a single source as you might find in many traditional sourcesWe also selected a segment for what we would consider a community based list sourceFinally pulled a segment from what we would define as traditional list source We then constructed the testing procedures to eliminate variable factors in order to increase level of confidence: Example:We used the same calling reps for all segmentsWe tested all segment in the same time frameWe allocated the same amount of records per segmentWe used that same qualification criteria and messaging And each of the segments we previously untouched dataFinally, our experience has taught us that assigning team members based on their unique skill sets increases productive and quality. For example: Closing deals = Sales People, Qualifying SRL = Teleprospectors, we believe that this premise holds true for Data Quality = Data specialists
  • We utilized MECLABS testing protocols to construct this testWe were fortunate to be working with a $3.6 billion Cisco telecom partner that provided their full support We defined out goal as to determine if higher cost data can drive down the overall cost of leadPrimary research question: Which campaign data source will drive the most value?We based the test retail market ratesWe selected 6 deferent list sources4 of the list sources came from an MDM source or Master Database Management The primary difference between MDM and traditional list sources it that MDM pulls data from 10 or more list sources vs. a single source as you might find in many traditional sourcesWe also selected a segment for what we would consider a community based list sourceFinally pulled a segment from what we would define as traditional list source We then constructed the testing procedures to eliminate variable factors in order to increase level of confidence: Example:We used the same calling reps for all segmentsWe tested all segment in the same time frameWe allocated the same amount of records per segmentWe used that same qualification criteria and messaging And each of the segments we previously untouched dataFinally, our experience has taught us that assigning team members based on their unique skill sets increases productive and quality. For example: Closing deals = Sales People, Qualifying SRL = Teleprospectors, we believe that this premise holds true for Data Quality = Data specialists
  • **Not to mention time: To reach same lead count at multi 1 vs. a user-generated list source would require a list count of 1,000 to compared to 13,100 respectively.
  • **Not to mention time: To reach same lead count at multi 1 vs. a user-generated list source would require a list count of 1,000 to compared to 13,100 respectively.
  • The Networking Leaders AcademyThe Academy helps identify key thought leaders within AT&T and recognizes them for work done on the blog.Through requirements, recognition, socialization, and incentives we see the Academy being more than “another group” at AT&T, but rather a core identifier of experts within the organization.We will build a point system and weigh incentives based on the behaviors we are promoting our bloggers to doCreate great content (blog posts)ViewershipCommenting on and off-blogShares Rewarding brings in the elite and sustains continued and consistent posting and sharing.The blog is the core of the Academy, but the concept can be extended far beyond the blog.
  • The foundation was set, but we wanted to find a way to drive further engagement and excitementWe knew that participating in the blog was an added duty outside of our experts current scopeWhat is the NLA – READ THIS The Academy is two parts. 1) Education and 2) Incentives Based on these two parts, we truly created a program for each one that are tied to our business goals Assets to grow ambassador impact – here are things that we have provided to support our NLA members And the second part is our incentive program (NEXT SLIDE)
  • **Not to mention time: To reach same lead count at multi 1 vs. a user-generated list source would require a list count of 1,000 to compared to 13,100 respectively.
  • **Not to mention time: To reach same lead count at multi 1 vs. a user-generated list source would require a list count of 1,000 to compared to 13,100 respectively.

2012 B2B social media summit - Building brand ambassadors from within 2012 B2B social media summit - Building brand ambassadors from within Presentation Transcript

  • Case Study Building Brand Ambassadors from Within Your OrganizationTrish NettleshipSocial Media LeadAT&T Business
  • Session Speakers Trish Nettleship Social Media Lead AT&T Business Trish Nettleship has spent the better part of her career helping business customers succeed. Previously supporting small businesses with a resource portal to help increase productivity and grow their business, she ventured into social media with her role in small business marketing. But it wasn’t until 2009 when AT&T turned its social media eye to the B2B space that Nettleship took on a much larger role in social media @trishnet within the B2B marketing organization. Nettleship has held various marketing roles from social media, digital strategy, communications, product marketing and business development within the tech space. She holds an MBA in International Business from Georgia State University. 2
  • Brand Ambassadors: Where to find them?Everyone is seeking brand ambassadors; you’ve already gotthem!• Look within your organization• Product/service experts• Customer service reps• Sales reps• Innovators 3
  • It all started with our customers “I loathe AT&T right now. I do not understand why I have to cancel my account due to the fact that they suck.”“AT&T told me the international plans they sold me would cover my data while I was at sea. I just received my bill. They lied.”Image Source: Twitter
  • Evolution of our practice How do we How can our teach others? brand use it? What is social media?
  • Social requires entire organization ProductSocial media is not a stand-alonetactic, and is not a singular point Customer Mktg Servicein time.It should be used as theconnective tissue that links all of Search Salesyour outward communicationefforts.An integrated social strategyserves to connect people with Digital Advertisingpeople and people with contentat the right time. PR
  • AT&T Business social media mission AT&T Business Social Media informs, educates and engages customers, potential customers andinfluencers to enable them to make decisions across the stages of the buying lifecycle. 7
  • Ask the right questions Who are you targeting? B2B clients, prospects and influencers What are your business goals? Increase AT&T’s authority in networking technology What strategies will help you meet your business goals? Through the integration of traditional and digital marketing, influence target audience sentiment and engagement with AT&T What Tools are required to reach your audience? Web, Twitter, LinkedIn, Blog, Facebook, YouTube, Forums, Groups, et c. 8
  • Steps to Building Social Ambassadors1 Identify Objectives and a Vision that Tie Back to the Business2 Find an Executive Champion3 Build your Program to support your Business Objectives and Plan for Growth 4 Understand the Importance of Community Management 5 Track Program and Share
  • Identify objectives and a vision that tie back to thebusiness To enable the exchange of ideas and expertise in digital environments which lead to faster and more informed technology purchase decisions blog ! Have a foundation that makes sense for your objectives 10
  • Steps to Building Social Ambassadors1 Identify Objectives and a Vision that Tie Back to the Business2 Find an Executive Champion Build your Program to support your Business Objectives and3 Plan for Growth 4 Understand the Importance of Community Management 5 Track Program and Share
  • Find an executive champion Keep your champion in the loop on progress and successes. It will help ! with any road blocks. 12
  • Steps to Building Social Ambassadors1 Identify Objectives and a Vision that Tie back to the Business2 Find an Executive Champion3 Build your Program to support your Business Objectives and Plan for Growth 4 Understand the Importance of Community Management 5 Track Program and Share
  • Build your program based on objectives andvision. Keep growth in mind. The Networking Leaders Academy An exclusive community of thought leaders, active networkers and AT&T Ambassadors who create social proof and digital “trust” in AT&T, its people, and their points of view on technology. 14
  • The Networking Leaders Academy: A foundation forbuilding ambassador impact Objective: To enable the exchange of ideas and expertise in digital environments which lead to faster and more informed technology purchase decisions Education Recognition ! Start with a focused program. Strategize for the evolution. 15
  • Steps to Building Social Ambassadors 1 Identify Objectives and a Vision that Tie Back to the Business2 Find an Executive Champion3 Build your Program to support your Business Objectives and Plan for Growth 4 Understand the Importance of Community Management 5 Track Program and Share
  • Understand the importance of communitymanagement Prepare your community manager for successes and failures. Remember to ! talk the “101” 17
  • Steps to Building Social Ambassadors1 Identify Objectives and a Vision that Tie Back to the Business2 Find an Executive Champion3 Build your Program to support your Business Objectives and Plan for Growth 4 Understand the Importance of Community Management 5 Track Program and Share
  • Track Progress and Share: Show results alongthe way Ideas Worth Spreading • Is your content being shared on social networks? • Is your content ranking in search? Passion and Point of View • Are users commenting on your content? Reach and Influence • Are you attracting visitors to your site? • Are users coming back to your site? • Are users interacting with multiple pieces of content? Building Authority • Are seeing organic traffic, including social referrals? • Are you gaining links into your site? ! Tie all key metrics back to your business objective set in #1 19
  • Learn from networking leaders It’s in the Network!• Find the right mix of “wins” to gain maximum exposure of content• Set the ground rules and give them the framework to share• Continually educate and nurture It’s in the Content! the program to excel digital footprint• Find the leaders in the digital space and turn them into teachers• Recognize those that help meet It’s all about Commitment! business goals 21
  • What we learned Know your culture, your opportunities and your challenges Collect key learnings and missteps Start with what you know Understand the risks and plan for them 22
  • Thank YouTrish NettleshipGlobal Director Social Media & Influence Black & WhiteUCB, Inc. Headshottrish.nettleship@ucb.com@trishnet 23
  • Case Study Building Brand Ambassadors from Within Your OrganizationTrish NettleshipGlobal Director Social Media & InfluenceUCB, Inc