The document discusses how AT&T leverages social media for leadership and innovation in telecommunications, emphasizing the importance of engaging with customers to enhance advocacy and service. It describes a shift towards a social business model that fosters collaboration and community building while improving employee engagement and operational efficiency. The results showcase significant increases in social media usage and employee participation, signaling the positive impact of social business practices on organizational goals.

1. Utilizando redes sociales
para la innovación
en servicios de
telecomunicaciones
AT&T – un caso real
Camilo Rojas
Social Business Manager SSA
camilor@co.ibm.com
@camilo_rojas
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2. Agenda
• How will Your Company Leverage
Social Business to Cultivate Leadership
and Innovation?
• Leadership, Innovation, Productivity:
How Social Business Can Take You There.
The AT&T Case.
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3. How will Your Company Leverage
Social Business to Cultivate Leadership
and Innovation?
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4. Vast majority of CEOs experience the New
Economic Environment as distinctly different
Organizations are experiencing significant upheaval
… and close to 80% of CEOs expect high/very high level of complexity
over five years
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5. Nearly three fourths of executives believe
reaching out to customers via social media will
help them increase customer advocacy
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6. Capitalizing on collective intelligence
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7. With open boundaries, conversations
are starting…
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8. 8

9. 9

10. Organizations create value in
many ways
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11. In a Social Business people connect and interact in
digital spaces within, across, and beyond an enterprise
to create value and achieve business objectives
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12. …leading to some common patterns and principles
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13. Social Business adoption is a journey that requires
change leadership, guidance, support, and a continual
focus on business and individual value
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14. Procesos de negocio “sociales”
Un negocio “social”

Crea relaciones de confianza y
Negocio tradicional mejora ventas con mensajes
relevantes a través de sus canales

Mercadeo 'Push' a 
Crea lealtad a través de
Marketing, Profundizar
través de canales comunidades y diálogo
Servicio al tradicionales relaciones
cliente 
Control sobre la imagen con clientes
y comunicación de la

Genera un diálogo para
marca generar ideas innovadoras
Innovación acelerando el time to market
Invertir en R&D

Desarrollo  Generar nuevas ideas Eficiencia
de producto internamente operacional
servicio 
Prueba ideas en el

Se conecta con redes
mercado profesionales para responder
a oportunidades de negocio
Optimización
rápidamente.
Operaciones Comunicación basada
 fuerza de
Recursos en correo y voz trabajo
Humanos Conocimiento en silos

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15. Leadership, Innovation, Productivity:
How Social Business Can Take You There
AT&T Case
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16. At AT&T, Social Media Is Not
Just Another Marketing Tool
Social media provides an opportunity to reach people on
a whole new level to include:
1. Customer Service
2. Public Relations For the enterprise,
the best way to
3. Employee Engagement quickly gain social
4. Loyalty-Building media credibility
5. Collaboration/Knowledge is Customer Care.
Management It’s pretty much
6. Networking table stakes.
7. Thought-Leadership
8. Customer/Employee Acquisition
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17. Collaboration: The Path to “One
AT&T”
• Unifying a post-acquisition, post-rebrand workforce
• Rallying around one shared vision and set of business
objectives
• Breaking down business unit and geographic silos
• Creating access to people, information and ideas
• Retaining institutional knowledge and sharing best
practices
• Embracing a collective spirit of innovation and
connection
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18. Our Journey to Social Business
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19. Social Media at AT&T:
Getting Past Policy So We Could Get to Work
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20. 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
• 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 internally
• 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
• Discipline for violations made clear
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21. Getting Started: Launching tSpace
• tSpace on Lotus Connections
– Provide better way to find info
– Keep knowledge accessible
– Retain as people move into new roles or leave the business
– Create logical home for user-generated content
• “See what happens” with tools
– Blogs
– Wikis
– Bookmarks
– News sharing
• Wiki culture emerged
– By end of 2009, more than 14,000 wiki pages in more than 500
spaces
– All organic growth
– No marketing or incentives
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22. Getting Started: Launching tSpace
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23. Next Step: Cultivation & Adoption
• Blogs as tool to address needs ID’d in Employee
Engagement survey
• Social media reverse mentors for senior leaders
• Implementation of Connections updates
– Communities
– Discussion forums
• Custom development on platform for other
collaboration
– tStorms
– Profile badges
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24. Next Step: Cultivation & Adoption
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25. Today: Focus on Profiles & Communities
tSpace usage up nearly 2000% in 2010 and 2600% from 3Q09 to 3Q10:
– >124,000 employees have used at least one feature of the
platform
– Visits up 897% YOY
– Profiles views increased 5,599% YOY
– 90% increase in employees with connections/network
– 4,114 % increase in Profile updates
– 2,145% increase in Wikis
– 25,263% increase in Communities
– 98% growth in Communities members
– 93% increase in blog contributors
– 97% increase in Files shared
– Page views up 453% YOY
– Communities page views up 8,882%
– Wiki page views up 1,676%.
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26. Today: Focus on Profiles & Communities
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27. Benefits to the Business
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28. Alinear objetivos y cultura organizac
Generar relaciones de confianza
Experiencias excepcionales
Nivel social de procesos de negocio
Diseñar pensando en social
Analizar su información social
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29. Gracias
Camilo Rojas
Social Business Evangelist camilor@co.ibm.com
Brand Manager +57-318-2210-009
IBM Software Group T: @camilo_rojas
Spanish South America
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