8. Customer Care
“I loathe AT&T right now. I do not
understand why I have to cancel
my account due to the fact that
they suck. #attsucks”
“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
12. A Big Opportunity
+ =
Lots of Traffic Valuable Visitors ROI
• 15-20% of Unique • 1.5x – 4x Conversion Lift • Low Acquisition Costs
Visitors from Shared • Loyal Fans • Engaged and Loyal
Links or “Earned” Media Customers
Source: Meteor Solutions, Razorfish
14. Building a Social Media Plan
WHO: Who are you targeting?
WHAT: What goals or
objectives do you want to
accomplish and what are the
action items?
HOW: Which social media
tactics will you employ and
how will you measure success?
20. Establishing a Social Foundation
LISTENING CONTENT CAMPAIGNS
Monitoring what customers Producing social-ready Launching specific efforts
and competitors are content that audiences find for defined periods of time,
doing, and what’s being valuable enough to to achieve specific
said about your brand. consume, use, share, marketing and
aggregate, and discuss. communications goals.
NETWORK PRESENCE
Establishing a platform of long-term, integrated
properties in the places relevant to your audiences.
Using them to engage in conversation and share
content.
MEASUREMENT
Identifying metrics to show success in social media
initiatives.
22. “Conversations among the members of your
marketplace happen whether you like it or not. Good
marketing encourages the right sort of
conversations.”
– Seth Godin, Author, speaker, blogger
Source: sethgodin.typepad.com
24. Overview
Target
B2B clients, prospects and influencers
Goals
Increase AT&T’s authority in networking technology
Strategy
Through the integration of traditional and digital
marketing, influence target audience sentiment and
engagement with AT&T
Tools
Web, Twitter, LinkedIn, Blog, Facebook, YouTube
29. Contact
Trish Nettleship
Social Media Lead, AT&T Business Marketing
in: in/trishnettleship
t: @trishnet
Sam Sova
Online Community Manager, AT&T Business Marketing
in: in/samsova
t: @samsova
Editor's Notes
:45You can see here some real examples of customer statements in social media,Customers expect that the businesses they interact with are participants in social media whether they are or not. If you are not there to engage, respond and if necessary, assist the customer with his/her issues, seemingly small things can quickly build steam.If you are not present in social media to engage your customers, you risk the creation of parody/hate accounts, unauthorized customer engagement (by competitors, employees, etc)
Who is the target, and what is their role in the purchase decision process?What to they care about, and what outcomes are they seeking?Where do you find them… how do they find you?What and who influences their decisions?How do they want to engage with you... in a way that leads to the targeted outcome?Attitude – Believing/Liking/TrustingBehavioral – Seeking/Exploring/Talking/SharingChoice – Disclosing/Trying/Buying/Advocating
