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BlogWell Cincinnati Social Media Case Study: AT&T, presented by Blair Klein

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In her BlogWell Cincinnati case study presentation, "Social Media and the Enterprise: Making Love Out of Nothing at All," AT&T's Director of Emerging Communications, Blair Klein, shares how AT&T is earning internal social media buy-in.

Blair covered how to involve key stakeholders, how to create your policies, and how to focus on the low-hanging fruit.

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BlogWell is the only conference where social media executives from big brands come together to share their case studies, offer practical how-to advice, and answer your questions.

To learn more about BlogWell, visit gaspedal.com/blogwell/

BlogWell is produced by GasPedal and the Social Media Business Council.

Learn More: gaspedal.com and socialmedia.org

Veröffentlicht in: Business
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BlogWell Cincinnati Social Media Case Study: AT&T, presented by Blair Klein

  1. 1.
  2. 2. Social Media & the Enterprise: How AT&T Got Past Policy Discussion to Get to Work<br />Blair Klein <br />@bklein34 <br />Director – Emerging Comm, AT&T <br />Proprietary Information<br />The information contained in this document is not for use or disclosure to any third party, except under written Agreement by the AT&T.<br />
  3. 3. AT&T 2.0 in 2007<br />Like many companies, the use of social tools at AT&T began to grow organically. <br />Internal platform – tSpace – for social media activity built by IT and actively adopted throughout enterprise.<br /><ul><li>Blogs
  4. 4. Wikis
  5. 5. Bookmarks</li></ul>Corporate Communications began to actively use and develop these tools.<br />THEN… occurred to several stakeholders: Policy & Process needed<br />What happened next? 1. 2. 3. <br />Proprietary Information<br />The information contained in this document is not for use or disclosure to any third party, except under written Agreement by the AT&T.<br />
  6. 6. Bring in all Stakeholders<br />Know your culture, your opportunities and your challenges<br /><ul><li>Is the resistance from more than just a small group?
  7. 7. Has your culture managed change well at front-line employee/manager level?
  8. 8. Are you a blogging-type of workforce? A wiki one? A microblogging one?</li></ul>Consider the dreaded Task Force<br /><ul><li>Focus around actual needs of business to execute
  9. 9. Include key allies… and the naysayers
  10. 10. Lay out low-hanging fruit and projects on hold </li></ul>Demonstrate how used at other companies<br /><ul><li>Collect other key learnings and missteps
  11. 11. Policies
  12. 12. [In the “I can’t believe I’m saying this category”]: Don’t scoff at Legal’s concerns… address them head-on up-front.</li></ul>Proprietary Information<br />The information contained in this document is not for use or disclosure to any third party, except under written Agreement by the AT&T.<br />
  13. 13. What AT&T Did: “User-Generated Content Proof of Good Behavior Trial” (aka The Blog Trial)<br /><ul><li>One forum of U-verse premise techs
  14. 14. Commenting on corporate intranet stories
  15. 15. Blog by SVP of wireless innovation
  16. 16. Blog by enterprise architecture SME</li></ul>Proprietary Information<br />The information contained in this document is not for use or disclosure to any third party, except under written Agreement by the AT&T.<br />
  17. 17. AT&T Social Media Standards Highlights<br /><ul><li>Code of Business Conduct and all other policies apply
  18. 18. Don't disclose confidential, proprietary, or otherwise non-public information.
  19. 19. Discipline for violations made clear.
  20. 20. These are your views, not official corporate communications.
  21. 21. No anonymity. UserID or self-identification required. ID yourself as employee if participating externally.
  22. 22. Have a business purpose for using these tools and sites.
  23. 23. Be courteous and be cautious when posting comments about other teams, companies and products.
  24. 24. Do not express legal opinions.
  25. 25. Do not disparage our competitors, customers, suppliers, or vendors.
  26. 26. Stay away from topics that may be considered objectionable or inflammatory. No profanity or obscene language/content. No ethnic slurs or personal insults. </li></ul>‘Virtual World’ = ‘Real World’<br />Proprietary Information<br />The information contained in this document is not for use or disclosure to any third party, except under written Agreement by the AT&T.<br />
  27. 27. AT&T Internal Use Example: Social Media 1.0 (aka Intranet Portal)<br />Participation consistent<br /><ul><li>AT&T Insider: More than 6,700 comments since launch –
  28. 28. Separately, more than 70,000 SharePoint pages deployed</li></ul>Proprietary Information<br />The information contained in this document is not for use or disclosure to any third party, except under written Agreement by the AT&T.<br />
  29. 29. AT&T Internal Use Examples: The Innovation Pipeline<br /><ul><li>TIP 1st internal incented crowd-sourced application
  30. 30. Practical way to harness the wisdom of the crowd
  31. 31. TIP + I3 = 28,000 users </li></ul>Proprietary Information<br />The information contained in this document is not for use or disclosure to any third party, except under written Agreement by the AT&T.<br />
  32. 32. tSpace allows employees to create internal employee profiles, community pages, wikis, bookmarks, blogs, and news feeds.<br />23,223 wiki pages in 1,197 wiki spaces<br />Blogs (113): Leadership, postulating, recognition<br />103 Communities<br />AT&T Internal Use Example: tSpace – the AT&T social media platform<br />Employee Profiles: Phone directory on steroids<br />Proprietary Information<br />The information contained in this document is not for use or disclosure to any third party, except under written Agreement by the AT&T.<br />
  33. 33. AT&T External Use Example: Social Recruiting<br />att.jobs<br />1st employment app by an employer<br />RSS, Bookmarking<br />Conversation: Twitter<br />Talent Network<br />‘Work With Me’ Facebook App<br />Proprietary Information<br />The information contained in this document is not for use or disclosure to any third party, except under written Agreement by the AT&T.<br />
  34. 34. AT&T External Use Examples: Don’t overlook B2B<br />Social media usage evolution = Rationalization of content <br /><ul><li>The influx of 35 to 54 is changing the norms
  35. 35. More focused, more exclusive, and information held more closely
  36. 36. Maturation of social media is great opportunity for the enterprise</li></ul>Proprietary Information<br />The information contained in this document is not for use or disclosure to any third party, except under written Agreement by the AT&T.<br />
  37. 37. AT&T External Use Examples<br />@ATTCustomerCare<br />Youth Marketing<br />Employee Mommy/Daddy blog<br />Sponsorships<br />Public Affairs<br />Proprietary Information<br />The information contained in this document is not for use or disclosure to any third party, except under written Agreement by the AT&T.<br />
  38. 38. From Early Adopters to Business-As-Usual<br />Companies that are participating now will be best positioned for what’s next<br />SPEAK UP! Presence alone is not enough<br />Grace period is ending: User expectations growing<br />1996 corporate website equivalent – customer escalations to “email contacts”<br />Customers anticipate a place where their voice can be publicly heard; Silence often considered rude.<br />Location-based services new opportunity <br />Proprietary Information<br />The information contained in this document is not for use or disclosure to any third party, except under written Agreement by the AT&T.<br />
  39. 39. Q&A<br />Come Join My Festivities…. <br />www.att.com/socialmedia<br />Proprietary Information<br />The information contained in this document is not for use or disclosure to any third party, except under written Agreement by the AT&T.<br />

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