MANY TO ONE COMMUNICATION.      How AT&T Engages Developers.© Metia 2012
HI THERE.     We’ll be your presenters.                    Andrea Morton                   Amber Whiteman                 ...
WHAT YOU’LL LEARN               CONVERSATIONS                        GETTING SOCIAL               NOT SOUND BITES         ...
How has AT&T successfully connected with the         developer community that demands authenticity         technical innov...
We’ll share war stories about the AT&T program, and tie       them back to practical and actionable insights that can     ...
AT&T started focusing on the  development community before     any of their competitors, and     the conversation will inc...
We’ll invite you inside our         process to integrate social     media. Early efforts were held                back by ...
950k    DEVELOPERS REACHED                                                            ‘                                   ...
CHECK OUT THESE LINKS FOR MORE:     ● https://www.facebook.com/attdeveloper     ● http://twitter.com/attdeveloper     ● ht...
THANKS FOR       CONSIDERING US!       WE’LL SEE YOU IN AUSTIN!© Metia 2012
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SXSWi Panel Submission

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AT&T and Metia have joined forces to submit a panel for SXSWi that brings together social media, marketing strategy, community engagement, and war stories from the front lines of big brand marketing.

How has AT&T successfully connected with a developer community that demands authenticity, novelty, and technical innovation? AT&T will share some of their most notable highs and lows on the way to being named as the number one mobile developer program for a remarkable seven years in a row.

AT&T started focusing on the development community before any of their competitors, and the conversation will include frontline reports about bringing together the AT&T team, agency, and customers to build lasting relationships in the ever-changing development community.

AT&T’s efforts to produce the social community were held back by a myriad of complications, and Metia created an integrated content strategy that connected with the developer community and produced a workable infrastructure that will scale for AT&T over time. The social media program integrates with the other marketing initiatives under way with AT&T, and is core to their mission to be accessible, responsive, engaged, and supportive of the developer community.
We’ll share war stories about the AT&T program, and tie them back to practical and actionable insights that can be used immediately.

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  • Brand preferenceCustomer affinityRevenue acceleration
  • AT&T Case Study ContentMetia worked wtih the AT&T Developer Program to enhance its existing social media presence in order to increase engagement with the developer community and expand the program’s reach.  Metia created an integrated content strategy that would best connect with the developer community using Facebook, Twitter, and YouTube. Metia also developed an analytics dashboard that produced actionable insights into the best ways to engage this audience. The social media program integrates with the other marketing initiatives under way with AT&T, including direct marketing, event promotion, and web development.60% Increase in Facebook Fans285,000 prospects reached33% Increase in Twitter followersFinalist: Social Madness Competition AT&T’s ChallengeThe AT&T Developer Program needed to enhance its existing social media presence in order to increase engagement with the developer community and expand the program’s reach.  The AT&T Developer Program team was already using channels like Twitter and Facebook, but it was stretched thin and needed help to effectively develop and implement its social media strategy. Additionally, there were goals for the year but no plan on how the team would achieve them. Both Metia and the AT&T Developer Program teams recognized that all developer engagement experiences need to be exceptional, including the social media content. Metia’s SolutionMetia proposed an all-up social media strategy that integrates Facebook, Twitter, and other channels including AT&T Developer Program Community Forums, developer blogs, and a branded YouTube channel. The goal of this strategy is to create a cross-channel social marketing presence that gives developers the option to choose the social media channel they prefer. The program focuses on everything from frequency, best time to post, SEO-friendly content, and authentic engagement. The program has redefined AT&T’s standards for developer engagement, and success is tied directly to the AT&T Developer Program team’s KPIs, such as community registrations and program buzz.  OutcomeMetia proposed an integrated social approach that would deliver content across all social media channels using consistent messaging, calls to action, and visuals.  Since January 2012, the enhanced program has resulted in a 60% increase in Facebook fans and a 33% increase in Twitter followers. It has also vastly increased the reach of the program’s channels during events. For example, when AT&T held its annual Developer Summit in early January, the @ATTDeveloper Twitter account achieved a total reach of more than 285,000 people.  The effects of this spike in engagement continue to reverberate through the developer community and their engagement with the AT&T brand.  Metia’s efforts have produced a more engaged developer community and an increase in positive social buzz about AT&T’s tool and services. Why It’s WorkingMetia’s full-service approach, including design, development, editorial, and social media services, means that the tactical output such as content, visuals, and digital experiences can be delivered at the rapid pace demanded by the community. Further, Metia works closely with the AT&T Developer Program team to produce engaging content about hot topics, events, and product releases. How We Know It’s WorkingMetia produces weekly and monthly reports that measure against the established KPIs to inform recommendations on when, what, where, and how to post content across the various media channels. These reports allow Metia and AT&T to keep constant tabs on the performance of each post and interaction, so that course corrections can be made on the fly. The easy-to-read reports provide insight into community engagements that are often missed when not understood in context of both the entire program and the goals that we are trying to achieve.“The success or failure of a social marketing program can make or break a company, and in many cases, it pays to consult the experts.” Andrea Morton, Senior Marketing ManagerAT&T Developer Program
  • SXSWi Panel Submission

    1. 1. MANY TO ONE COMMUNICATION. How AT&T Engages Developers.© Metia 2012
    2. 2. HI THERE. We’ll be your presenters. Andrea Morton Amber Whiteman Sr. Product Marketing Manager Director of Client Services AT&T Metia© Metia 2012
    3. 3. WHAT YOU’LL LEARN CONVERSATIONS GETTING SOCIAL NOT SOUND BITES IN THE REAL WORLD How did AT&T stop marketing and How to turn virtual interactions in start talking to the developer social media into real interactions at community to produce effective actual events. conversations that added value at the individual level? IT’S ALL IN How did AT&T scale their program without compromising authenticity? THE NUMBERS How to use readily available social 1:1 metrics to know exactly when to post content and which social outlets to MARKETING post it on. How does a company as big as AT&T put together effective one-to-one marketing programs?© Metia 2012
    4. 4. How has AT&T successfully connected with the developer community that demands authenticity technical innovation? We’ll will share some of our highs and lows on the way to being named as the number one mobile developer program for a remarkable seven years in a row.© Metia 2012
    5. 5. We’ll share war stories about the AT&T program, and tie them back to practical and actionable insights that can be used immediately. It will be fun, informative, and action-oriented.© Metia 2012
    6. 6. AT&T started focusing on the development community before any of their competitors, and the conversation will include frontline reports about bringing together the AT&T team, agency, and customers to build lasting relationships in the ever- changing development community.© Metia 2012
    7. 7. We’ll invite you inside our process to integrate social media. Early efforts were held back by a myriad of complications, and Metia created a content strategy that connected with the developer community and produced a scalable infrastructure that integrates with the other marketing initiatives It’s core to AT&T’s mission to be accessible, responsive, engaged, and supportive of the developer community.© Metia 2012
    8. 8. 950k DEVELOPERS REACHED ‘ ‘ “The success or failure of a social marketing program can make or break a company, and in this case, it paid to consult the experts.” Andrea Morton, Senior Marketing Manager© Metia 2012
    9. 9. CHECK OUT THESE LINKS FOR MORE: ● https://www.facebook.com/attdeveloper ● http://twitter.com/attdeveloper ● http://developer.att.com ● http://youtu.be/S5I_tMipRX8 ● http://youtu.be/S5I_tMipRX8© Metia 2012
    10. 10. THANKS FOR CONSIDERING US! WE’LL SEE YOU IN AUSTIN!© Metia 2012

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