© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
Engage Your Employees through Social Media
October 22, 2010Blair Klein, Executive Director – Emerging Comm @bklein34Chris Baccus, Executive Director – Digital & Social Media @cbaccus
AT&T
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© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
Social Media Is not Just Another Marketing Tool
Social media provides an opportunity to reach people on a whole new level to include:
For the enterprise, the best way to quickly gain social media credibility is Customer Care.It’s pretty much table stakes.
Customer Service
Public Relations
Employee Engagement
Loyalty-Building
Collaboration/Knowledge Management
Networking
Thought-Leadership
Customer/Employee Acquisition
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© 2010 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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2007: AT&T 2.0
tSpace launch
2008 Social Media Task ForceBlog TrialSocial Media StandardsSocial Media Procedures
AT&T Insider launch2009
Social Media Task ForceCertification processADP Research Project
tSpace/SharePoint open to bargained-for employees
Social Media at AT&T: A look back
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
What we learned
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Know your culture, your opportunities and your challenges
Consider the dreaded Task Force
Collect other key learnings and missteps
[In the “I can’t believe I’m saying this category”]: Don’t scoff at Legal’s concerns… address them head-on up-front.
Explore Try Do
© 2010 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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AT&T Insider news portal
tSpace collaboration
Integrated Search
Innovation Portal
SharePoint Intranet sites
Q (IM) Outlook
Today, briefly stated…..
© 2010 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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Internal Social MediaEngaging Employees
Move communications tools from “newsy” and “attractive”
to Informative, productive and brand-centric
• Connect globally -- develop professional network. Easily find resources and relationships that drive results
• Collaborate across business lines and time zones • Innovate to leverage the power of the crowd, enhance thought leadership
and generate new ideas• Increase productivity while decreasing costs
© 2010 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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Social Media 1.0Story CommentsBlogs WikisPolls
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
External Lessons = Internal Practices
1 – Forrester2 -- Watson Wyatt
Communications increasingly delivered by the masses1
• 78% of people trust recommendations of other consumers; 14% trust advertisements
• Marketing to social networking will require your employees’ presence, participation
• Like it or not, all your employees are “PR staff” today.
Of those born after 1980, 62% of content they consume comes from user-generated contentEmployees expect their internal experience will sync up with their consumer experience2
• 75% use Facebook outside of work• 75% on LinkedIn• 26% say Social Networking available at work
© 2010 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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The Social Media Platforms Expand your boundaries of can
News and Informatio
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Innovate and
Develop
Connect and
Collaborate
© 2010 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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tSpaceConnection and Collaboration
Profiles• Pre-loaded with employee informationCommunities• Open, moderated and restricted• File and info sharingBlogs• Individual and community• Ratings, comments and tagsWiki, Bookmarks, etc.• Discussions vs. tStorms • File sharing• Site bookmarks, activities and news
© 2010 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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tSpace ProfilesWho are You?
Use profiles to:• Locate subject matter experts• Enable information sharing and knowledge management/retention• Get to know co-workers — interests, educational backgrounds, skills• Expand network of professional colleagues
WebPhone provides info from HR database…Profiles allow employees define themselves and their expertise.
© 2010 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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CommunitiesInternal Collaboration
A community can have its own blog, forums, bookmarks, activities, and more.
WikiCollaboration and sharing
© 2010 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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tStormsBrainstorming Made Easy
FilesImproving how we Share
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
Social Media Highlights
Blog Entries up 78%
Blog Comments up 191%
Community Members up 128%
Forum Posts up 105%
File Shares up 78%
File Downloads up 270%
UNPRECEDENTEDEngagement 38% More Members
105% More Tweets
32% More Content
36% More Contributors
ContentUPin EVERYCategory
Profiles Updated 47%News Stories 64%Bookmarks 1%Blogs 95%Communities 54%Wikis 3%Files 90% Activities 32%
Driving Adoption
We’ve seen 2600% growth YOY
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
External Efforts
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
© 2010 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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© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
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. Discipline for violations made clear. 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. 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. ‘Virtual World’ = ‘Real World’
Proprietary I nformationThe information contained in this document is not for use or disclosure to any third party, except under written Agreement by the AT&T.
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
Every good conversationstarts withgood listening.
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
Digital Apps & Video
Social Media Management, Education & Adoption
Technology Development
The 2011 Roadmap
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Consumer Experience