Building Customer Advocacy

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Presentation at Social Media Breakfast Dallas on January 26, 2012 discussing how we at AT&T engage our advocates and some of the stories behind that effort.

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Building Customer Advocacy

  1. 1. Building Customer AdvocacyChristopher Baccus. AT&TExecutive Director of Digital & Social MediaJanuary 2012© 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
  2. 2. It’s Early Let’s Watch Some TV…
  3. 3. Advocacy. (noun) The act of pleading or arguing in favor of something, such as a cause, idea, or policy; active support.3 © 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
  4. 4. Identifying Advocates4 © 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
  5. 5. Business is Competitive. It Does Create Fans
  6. 6. The Badgefication of the Web6 © 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
  7. 7. Where are your advocates?
  8. 8. 8 © 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
  9. 9. In 2009, we started to see a group of Facebook fans start toengage regularly and setting up their own presence in 2010.
  10. 10. Sometimes advocacy is about sharing the community contract with those new to the groupOther times it’s about helping to solve a simple problem.
  11. 11. Your strongest advocates are also yourstrongest critics.11 © 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
  12. 12. A Field Guide to Brand Advocates. Dr. Kathleen R. Ferris-Costa. BzzAgent Funded Research. June 2011
  13. 13. 1,473% Increasein Self-Identified “Defenders of the Brand”
  14. 14. Three Wolfpack members constantly updated their socialcommunities generating 100s of tweets, 72 Facebook updatesand 34 photos during the conference.
  15. 15. 15 © 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
  16. 16. 16 © 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
  17. 17. Thank You Christopher Baccus, christopher.n.baccus@att.com. @cbaccus Follow us on Facebook.com/ATT and @ATT on Twitter17 © 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.

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