This document provides an overview of AT&T's social media strategy across various platforms including Facebook, Twitter, YouTube, Google+, Instagram, Tumblr, Foursquare, and Pinterest. For each platform, it outlines their purpose, AT&T's purpose on the channel, ultimate metric of success, business objectives, target audience, recommended cadence of posts, voice and tone guidelines, and appropriate content types. The document emphasizes testing different content topics, measuring performance, and focusing content where it receives the best engagement.

1. *
Colin Burns, Senior Manager of Digital and Social
Media at AT&T
@thecburns
#BrandAidTX

2. AT&T Social Media Channels
LinkedIn Facebook Twitter Pinterest Google + YouTube Newsroom Advocates causes.com Instagram foursquare
Engage and Sharing interests Share just the
Advocacy, Gamification,
Social networking connect with Short, real time visually. Curated, right things with Video content Your life in
Disseminator of Ambassadorship, Gamification of reward seekers,
Their Purpose for working people, places and news streaming theme-based just the right search engine with photos, better,
AT&T news. Reinforcement of social good. real world, pierce
professionals things thru feed. aspirations. Life audience. Google's high share thru. faster.
Belief, Reward thru social veil
storytelling. cycle driven. social layer.
Create and
Aquiring talent, Owned branded Social syndication Creative content
maintain a Stream of real Enable advocates Incentivize repeat
Our Purpose on thought Inspire IWYD in a Lead innovation content and positive outlet. Later:
conversational time news and N/A through social visits, drive
Their Channel leadership, lead highly visual way. conversation. distribution, video amplification of Inspire IWYD via
relationship with information. good iniatiavies traffic.
generation. hoster. brand. UGC
our customers.
Earned Check-In, Deal
Ultimate Metric Connect Share RT Repin Click Thru/+1 Embed Link Back Donation Heart
Impressions Redemption
Humanize the Earned Increase earned
Recruit best in Increase in
brand. Push from Humanize the impressions. Brand reach. Increase
class talent. B2B Brand Perception. Owned content donation to
Awareness to Awareness, Sales. brand. Reduce perception - DWOM and NPS.
Business sales. Enterprise Increase reach and charitable causes. Humanize the COR Store Sales.
Engagement to Increase NPS. churn. Validate consumers, Incease awaress
Objective and Small Biz Awareness. Sales. syndication. Incease posiitve brand.
Sales. Increase purchase. investors, and content
thought brand perception,
NPS. shareholders. syndication.
leadership. NPS.
Males 35 - 50, First
Working Females 13 - 17, 18-34 M/F, Females Average Everyone, Niche
Audience Adopters Everyone Media Personnel tbd tbd
Professionals Males 18 - 24 educated, affluent Age 29 Specific
(anecdotal)
in conjunction
5 - 7 national posts
Cadence When relevant constant when relevant when relevant constant per AT&T news when relevant When relevant when relevant with real life
per week
events
Voice
Be Human. Be Inspiring. Be Helpful. Be Timely. Encourage Participation. Celebrate Our Stuff.
Tone "It's What You Do With What We Do."
All content must be inherently shareable
Inspirational, Tech-intelligent,
Moving,
Impactful, pithy, succinct, intellectual Polished, Impactful, moving,
remarkable, Fun, light, helpful,
with conviction, powerful, humor, curious for informative. Ex: A Informative, Fun, light, authoratative and
Intelligent, Fun, engaging, inspiring images; quirky. Ex: mid-
informative, beautiful. Ex: knowledge and corporate consumer, cheerful, actionable. Ex:
confident, light, humorous. brevity in text. Ex: 20s bar hopping
Voice cerebral humor. photos like an human progress. spokesperson for influencer, media welcoming. Ex: A Gen Y
authoritative. Ex: Ex: your friends at Young, urban young adult who
EX: mid-30s architecture Ex: A Redditor, the connected and analysts stay-at-home Mom hipster/college
AT&T C-Suite college photographer; loves life and the
discussing news at magazine, brief Gen X guy that generation. Daniel friendly content. in her 30s. student and
coffee shop adventures.
Starbucks wording like a builds computers Stannush. activist.
dweller
mid-30s hipster and shops at Fry's
3rd party content,
our
Tech & Innovation,
Products, services, products/services,
AT&T news, 3rd Marketing partner 3rd party content, Devices, Support, Marketing partner
CSR, news, CSR, news,
party content, our content, lifestyle our Community, AT&T Corporate content, lifestyle
marketing partner community, Sponsorships,
Employee products/services, device images, products/services, Network, news, Product and device images,
Appropriate AT&T content, topical, value store news, local
communications, CSR, community, inspirational CSR, news, Commercials, Services C&S, CSR inspirational
Content Types community, proposition, events, wifi
B2B, recruiting topical, value content that leads community, Contests, U-verse, Earnings, Network, content that leads
topical, value promotion, local. mapping.
proposition, back to products topical, value Special Policy, Crisis. back to products
proposition, Needs to be
promotion, local. and services. proposition, Campaigns. and services.
promotion, local. framed within the
promotion, local.
user's likes and
interests.
*

3. 2008/9 – Social Media
Department
2013 – A tool
*

4. * 1 billion users, ~170 million in
US
* > 50% are mobile per month
* Slowing in the US, booming in
Brazil, India and Indonesia
* Heavy, heavy user usage
* Post once a day, make it good,
use an image
* Images rule
* Algorithm-driven, values
interesting
*

5. * 800 million users
* 2nd largest search engine in
the world
* Hundreds of hours of content
uploaded every minute
* Digital newsroom
* Be short, ~1.5 minutes, be
interesting, be helpful
* Quality of video doesn’t
matter, quality of content
*

6. * 200 million users, ~60 in US
* 140 characters
* Real-time pulse of the world
* Quirky, cerebral, second
screen
* Can handle lots of content
* Timely
*

7. * 230 million users
* Highly linked to Google and
YouTube
* Great for video, links, and
images
* Still a testing environment,
we’re not sure where it will go
or be
* Facebook meets Twitter
* Try a Google+ Hangout (on Air)
*

8. * Connect with people, opinion
leaders
* Groups and Company Pages
have seen little success
* Great for thought leadership
* Personal publishing has never
gained significant traction
*

9. * 100 million users, owned by
Facebook
* Photography social network
* Value is in telling a visual story;
can’t link out to anywhere
* People can Heart or Comment,
Follow
* You can have a brand page
* Was great for plugging into
Twitter, now better as a
standalone
*

11. * 82 million users
* Twitter meets blogging meets
Instagram
* Comical, quirky, smart
* Big youth appeal
* Blogging lite
* Heavy on imagery, short on
text, minimal/no metrics
*

13. * 25 million users
* Content discovery engine
based on your interest graph
* Insert your content by Thumbs
Up
* Like other content similar to
yours to improve your graph
rank
*

15. * 20 million users
* Check-in app aimed at knowing
where your friends are and
discovering new local places
* Update your places location
information – name, address,
etc.
* Can publish as an owned page
* Update the tips, information on
your places page
*

17. * 2 million users
* Self expression through pins,
content
* Content discovery
* Beautiful imagery linked to
great content
*

19. AT&T Social Media Channels
LinkedIn Facebook Twitter Pinterest Google + YouTube Newsroom Advocates causes.com Instagram foursquare
Engage and Sharing interests Share just the
Advocacy, Gamification,
Social networking connect with Short, real time visually. Curated, right things with Video content Your life in
Disseminator of Ambassadorship, Gamification of reward seekers,
Their Purpose for working people, places and news streaming theme-based just the right search engine with photos, better,
AT&T news. Reinforcement of social good. real world, pierce
professionals things thru feed. aspirations. Life audience. Google's high share thru. faster.
Belief, Reward thru social veil
storytelling. cycle driven. social layer.
Create and
Aquiring talent, Owned branded Social syndication Creative content
maintain a Stream of real Enable advocates Incentivize repeat
Our Purpose on thought Inspire IWYD in a Lead innovation content and positive outlet. Later:
conversational time news and N/A through social visits, drive
Their Channel leadership, lead highly visual way. conversation. distribution, video amplification of Inspire IWYD via
relationship with information. good iniatiavies traffic.
generation. hoster. brand. UGC
our customers.
Earned Check-In, Deal
Ultimate Metric Connect Share RT Repin Click Thru/+1 Embed Link Back Donation Heart
Impressions Redemption
Humanize the Earned Increase earned
Recruit best in Increase in
brand. Push from Humanize the impressions. Brand reach. Increase
class talent. B2B Brand Perception. Owned content donation to
Awareness to Awareness, Sales. brand. Reduce perception - DWOM and NPS.
Business sales. Enterprise Increase reach and charitable causes. Humanize the COR Store Sales.
Engagement to Increase NPS. churn. Validate consumers, Incease awaress
Objective and Small Biz Awareness. Sales. syndication. Incease posiitve brand.
Sales. Increase purchase. investors, and content
thought brand perception,
NPS. shareholders. syndication.
leadership. NPS.
Males 35 - 50, First
Working Females 13 - 17, 18-34 M/F, Females Average Everyone, Niche
Audience Adopters Everyone Media Personnel tbd tbd
Professionals Males 18 - 24 educated, affluent Age 29 Specific
(anecdotal)
in conjunction
5 - 7 national posts
Cadence When relevant constant when relevant when relevant constant per AT&T news when relevant When relevant when relevant with real life
per week
events
Voice
Be Human. Be Inspiring. Be Helpful. Be Timely. Encourage Participation. Celebrate Our Stuff.
Tone "It's What You Do With What We Do."
All content must be inherently shareable
Inspirational, Tech-intelligent,
Moving,
Impactful, pithy, succinct, intellectual Polished, Impactful, moving,
remarkable, Fun, light, helpful,
with conviction, powerful, humor, curious for informative. Ex: A Informative, Fun, light, authoratative and
Intelligent, Fun, engaging, inspiring images; quirky. Ex: mid-
informative, beautiful. Ex: knowledge and corporate consumer, cheerful, actionable. Ex:
confident, light, humorous. brevity in text. Ex: 20s bar hopping
Voice cerebral humor. photos like an human progress. spokesperson for influencer, media welcoming. Ex: A Gen Y
authoritative. Ex: Ex: your friends at Young, urban young adult who
EX: mid-30s architecture Ex: A Redditor, the connected and analysts stay-at-home Mom hipster/college
AT&T C-Suite college photographer; loves life and the
discussing news at magazine, brief Gen X guy that generation. Daniel friendly content. in her 30s. student and
coffee shop adventures.
Starbucks wording like a builds computers Stannush. activist.
dweller
mid-30s hipster and shops at Fry's
3rd party content,
our
Tech & Innovation,
Products, services, products/services,
AT&T news, 3rd Marketing partner 3rd party content, Devices, Support, Marketing partner
CSR, news, CSR, news,
party content, our content, lifestyle our Community, AT&T Corporate content, lifestyle
marketing partner community, Sponsorships,
Employee products/services, device images, products/services, Network, news, Product and device images,
Appropriate AT&T content, topical, value store news, local
communications, CSR, community, inspirational CSR, news, Commercials, Services C&S, CSR inspirational
Content Types community, proposition, events, wifi
B2B, recruiting topical, value content that leads community, Contests, U-verse, Earnings, Network, content that leads
topical, value promotion, local. mapping.
proposition, back to products topical, value Special Policy, Crisis. back to products
proposition, Needs to be
promotion, local. and services. proposition, Campaigns. and services.
promotion, local. framed within the
promotion, local.
user's likes and
interests.
*

20. * Their purpose
* Our purpose on their channel
* Ultimate metric
* Business objective
* Audience
* Cadence
* Voice
* Tone
* Appropriate Content Types
*

21. Content Type Cadence Ultimate Metric
Facebook Images, short 1 per day Like
copy
Twitter Great copy, link Max 3-5 per day Retweet
YouTube 1.5 minute video When interesting View
Google+ Link, great image 1-2 per day +1
Instagram Image 1-3 per day Heart
Tumblr Image 1 per day Heart
Foursquare Image 1 per week Like
Pinterest Image with link, When interesting Repin
short copy
*

22. *Keep track of content by topic
*Measure topic against topic
*Try things, experiment
*Measure again
*Fish where the fish are
*

23. *