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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.
2. Moving from Social Media to Social
Business on the Intranet
Blair Klein, Executive Director –
Emerging Communications, AT&T
@bklein34
January 24, 2012
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
3. Why Internal Social Business?
Delivers faster communications >
productivity, employee engagement >
willingness to recommend >
marketplace success.
Innovate continuously
Enable employees to make good decisions for customers
Create ambassadors
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
4. Social business is….
Helping teams reach their goals
Engaging employees
Social Media is Social Business is
Friend finding Subject matter expert finding
Sharing your opinion Crowdsourcing
Asking people to Like Rating & ranking
Sorting friends and colleagues into Building communities around silos,
networks/lists collaboration centers
Sharing in real-time Sharing in real-time
Product recommendations Real-time product updates
Online recognition Online recognition
4
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
5. The pieces at AT&T…
News commenting
Collaboration
Badges
Blogs
Bookmarks
Communities
Files
Forums
Profiles
tStorms
Wikis
Innovation
Crowdsourcing
5
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
6. tSpace on Lotus Connections
6
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
7. Profiles: Your phone directory on
steroids
Traditional
directory/HR info
plus…
•Work experience
•Education
•Subject matter
expertise
•Best contact info
•Tags, keywords, etc.
We estimate $80m productivity increase over 5 years by making
info easier to find!
7
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
8. Social Badges
Online recognition
How do badges
enhance profiles?
• Recognize achievement/corporate benchmarks
• Endorsed subject matter experts
• Make employee engagement more "discoverable”
8
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
9. Communities & Sub-communities:
• Employee interest/resource groups
• Work teams can collaborate … fence around the silos
• Where blogs start cooking with gas
•Files
•tStorms (crowdsourcing)
9
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
10. Wiki: wiki.web.att.com
Collaboration and knowledge capture
• Glossary, index or other factual resource
• FAQs
• Methods & procedures, job aids, product guides – with feedback
10
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
11. Aspirational: Social Video
Before After
Manual Automated
Limited User-friendly
Time-intensive Simple
Not mobile Mobile
Not shareable Shareable
Static Real-time!
Steps Steps
1. Hire Pro 2. Shoot 3. Edit 1. Shoot 2. Upload 3. Share
4. Format 5. Close-Caption
6. Locate IT 7. Get in queue (Think )
8. Find way to send file 9. Wait 24
hrs for video availability 10. Email BONUS! Easy to measure results
link to all who need & hope they
remember it 11. Cross fingers….
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
12. Demonstrate
Educate
Incent
Mentor and coach
12
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
13. 2011 Quarterly Campaigns
Q1 – Profile Contest/Badges Q2 – Collaborator Awards
• Awareness • Engagement
• Explore • Explore/Try
• Profile focus • tStorm focus
• 194% increase • 639% increase
in completed profiles in tStorm usage
Q3 – tSpace Days Q4 – Tutor-Me tSpace
• Contribute • Employee verbatim
• Try • Try/Do
• Forums, tStorms, • Build best practices
Files, Wikis • Monthly contributing
• Increased Forums users up 159% over
usage 411 times 2010
13
© 2011 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.
14. tSpace Scorecard 2010–2011 YOY Comparison
Page Views
(in millions)
Users
29.1
EOY 2011 195,000
57%
304%
EOY 2010 124,000
7.2 Profiles
2010 Avg
2011 Avg Year Completed Updated
1161%
282%
2011 25,831 69,375
2010 2,049 18,153
Average Monthly Visits by tSpace Application
0%
10% 3%
Activities
23% Blogs
11% Bookmarks
0% Communities
7% Profiles
Wikis
tStorms
46% Badges
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
15. tSpace Scorecard 2010–2011 YOY Comparison
Communities
273%
2,338 152,170
Distinct members of at
Total Communities
least 1 community
2500
2000 YOY
1500
1050 819
1000
500
406
0
Public Private Restricted
Badges
53
2010 2011 %
Blogs Avg Total Avg Total Change Total Badges Available
170,440
Blogs Added 36 434 61 734 69%
Total Users With 1 or
More Badges
Posts Added 151 1,815 518 6,220 243%
561,549
Comments
310 3,722 800 9,601 158%
Added Total Badges Awarded in
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
2011
16. tSpace Scorecard
2010 2011 %
Files Change
Avg Total Avg Total
Added 680 8,156 1,466 17,596 115% 4,100 distinct uploaders
Downloaded 4,353 52,238 29,456 353,473 577%
Blogs
2010 2011 %
Forum Posts Change
Avg Total Avg Total
Stand-Alone N/A N/A 48 523 N/A
Community 1,254 15,042 3,894 46,728 211%
Wikis 2010 2011 Wikis %
Files Change
Avg Total Avg Total
Spaces Added 40 482 26 313 -35%
Pages Added 1,445 13,741 1,750 20,997 21%
Pgs Modified 1,753 21,026 2,359 28,303 35%
Comments 241 2,888 319 3,831 32%
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
17. Key Learnings
An effective social 1. Define the difference between
intranet helps your social business and social media
2. Identify which tools have largest
employees, your margins for your culture
customers and your 3. Over-index on employees and
company. leader education
4. Use incentives (marketing 101)
5. Measure, measure, measure &
report
Blair Klein, @bklein34
AT&T
Phone: 847.248.4343, Mobile: 312.320.6502
blair dot klein at att.com
Explore Try Do
17
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
18. 18
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
Hinweis der Redaktion “Companies that are highly effective communicators had 47% higher total returns to shareholders over the last five years compared with firms that are the least effective communicators.”*Gallup estimates more than $300 billion in lost productivity to U.S. companies from actively disengaged employees. The ultimate goal: to enhance the company’s performance, reputation and brand.* 2009/2010 Communication ROI Study Report: Capitalizing on Effective Communication - Towers Watson Monthly contributing users up 159%Number of communities added up 169%