How to integrate social media with marketing, advertising, and digital - SocialMedia.org Summit

© 2014 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
How to integrate social media with marketing, advertising, and digital
Joy Hays - @joyhays Director, Digital & Social Media, AT&T 10/28/14

@joyhays
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Advertising
•PPC
•Retargeting
•Social Media
•Paid Influencers
•Affiliates
Digital/Web Properties
•Sites
•Blogs
•Social Channels
•Mobile Sites
Sharing
•Mentions
•Reviews
•Posts
•Shares
•Comments
Social and SEO
Earned Media
Owned Media
Paid Media

@joyhays
Social media’s role as a bridge requires a dedication to and understanding of social media’s shared value:
•Building business through a long-term approach vs. short-term gains
•Focus on audience priorities
•Develop a halo effect over the brand and its efforts
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@joyhays
Customer Experience
Digital Ads
Social Content
Blogs
Banners
Direct Mail
Website
Mobile Apps
Emails
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@joyhays
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@joyhays
Our approach for bringing the company together through social media:
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5. Establish metrics; benchmark, track and adjust
4. Determine needs to make it work
3. Agree upon what success looks like/outputs created from work
2. Explain opportunities for social
1. Discover the overlaps in goals

@joyhays
•Brings all key stakeholders to the table for conversation
•Obtain executive support early
•Allows for opportunity to focus efforts holistically
•Helps prioritize goals
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Innovation
•Telling our innovation story – digitally
•Engaging new audiences with innovation stories
•Humanizing the AT&T innovation story
•Expand opportunities for influencers to experience AT&T innovation first-hand Network
•Investing in network innovation
•Maximizing project VIP rollout
•Sharing network performance
•Protecting the AT&T network brand
•Connecting the success of IT and supplier diversity programs
•Big data
•GigaPower/Connected Community
ATO Priorities

@joyhays
Roll social media content efforts under four key themes that provide distinct, yet interconnected lenses through which the ATO story can be communicated, viewed and engaged with
Network Investment &
Performance
Thought Leadership
Innovation at Work
Next-Gen Innovators
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Proposed ATO Content Mix

@joyhays
•Brings all strategies to the table to better understand areas of interconnectedness
•Establishes the extent to which social media support is needed – or not
•Streamlines efforts to avoid potential duplication – and saves the business money
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@joyhays
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Proposed ATO Channel Strategy
Network Investment & Performance
Thought Leadership
Innovation at Work
Next-Gen Leadership
The strength of our network is crucial to our innovation message. Focus on channels intended for broad-reaching distribution. Suggested Frequency: 1-2 posts per week or as needed
Drive conversation around AT&T thought leadership commentary through key tech-centric, business and innovation audiences. Suggested Frequency: One post per week
Showcase how our best consumer and business innovations are built – and the people behind them – through dynamic storytelling. Suggested Frequency: 1-2 posts per week or as needed
Highlight AT&T’s and support of the next generation of technology leaders (e.g., Women In Tech, STEM) Suggested Frequency: One post per week or as needed; more when wrapped in recruitment message on concert with HR

@joyhays
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What level/tier is the effort? What role do they envision social playing?
Identify and agreed upon collaborative workflow
Establish clear lines of ownership for all program
Establish deadlines and deliverables for stakeholder
Budget/Time/ Resources Discussion

© 2014 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. AT&T Proprietary (Internal Use Only) Not for use or disclosure outside the AT&T companies except under written agreement.
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Tier 4 – Just a Tweet
Tier 3 – Sharable Story
Tier 2 – Integrated Plan
Tier 1 – Companywide Campaign

@joyhays
•Establish total group ownership of the program’s performance – one team mindset
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Top traffic sources
•Social Media
•Paid Search
•Display advertising

@joyhays
•Establish standardized, agreed-upon measures for success
•Track metrics early, often and consistently
•Don’t be afraid to course correct when needed – test and learn when opportunity allows
•Collaborative postmortem/lessons learned regroup
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"Shared experiences are forms of social currency." - Brian Solis
Joy Thao P. Hays, @joyhays Director, Digital & Social Media AT&T, Corporate Communciations
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How to integrate social media with marketing, advertising, and digital - SocialMedia.org Summit

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