1. Case Study
Building Brand Ambassadors from
Within Your Organization
Trish Nettleship
Social Media Lead
AT&T Business

2. Session Speakers
Trish Nettleship
Social Media Lead
AT&T Business
Trish Nettleship has spent the better part of her career helping business
customers succeed. Previously supporting small businesses with a
resource portal to help increase productivity and grow their business,
she ventured into social media with her role in small business marketing.
But it wasn’t until 2009 when AT&T turned its social media eye to the
B2B space that Nettleship took on a much larger role in social media
@trishnet within the B2B marketing organization.
Nettleship has held various marketing roles from social media, digital
strategy, communications, product marketing and business development
within the tech space. She holds an MBA in International Business from
Georgia State University.
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3. Brand Ambassadors: Where to find them?
Everyone is seeking brand ambassadors; you’ve already got
them!
• Look within your organization
• Product/service experts
• Customer service reps
• Sales reps
• Innovators
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4. It all started with our customers
“I loathe AT&T right now. I do not
understand why I have to cancel my
account due to the fact that they
suck.”
“AT&T told me the international plans
they sold me would cover my data
while I was at sea. I just received my
bill. They lied.”
Image Source: Twitter

5. Evolution of our practice
How do we
How can our teach others?
brand use it?
What is social
media?

6. Social requires entire organization
Product
Social media is not a stand-alone
tactic, and is not a singular point Customer
Mktg
Service
in time.
It should be used as the
connective tissue that links all of
Search Sales
your outward communication
efforts.
An integrated social strategy
serves to connect people with Digital Advertising
people and people with content
at the right time. PR

7. AT&T Business social media mission
AT&T Business Social Media informs, educates and
engages customers, potential customers and
influencers to enable them to make decisions across
the stages of the buying lifecycle.
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8. Ask the right questions
Who are you targeting?
B2B clients, prospects and influencers
What are your business goals?
Increase AT&T’s authority in networking technology
What strategies will help you meet your business goals?
Through the integration of traditional and digital
marketing, influence target audience sentiment and engagement
with AT&T
What Tools are required to reach your audience?
Web, Twitter, LinkedIn, Blog, Facebook, YouTube, Forums, Groups, et
c.
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9. Steps to Building Social Ambassadors
1 Identify Objectives and a Vision that Tie Back to the Business
2 Find an Executive Champion
3 Build your Program to support your Business Objectives and
Plan for Growth
4 Understand the Importance of Community Management
5 Track Program and Share

10. Identify objectives and a vision that tie back to the
business
To enable the exchange of ideas and expertise in digital environments which lead to faster and
more informed technology purchase decisions
blog
! Have a foundation that makes sense for your objectives
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11. Steps to Building Social Ambassadors
1 Identify Objectives and a Vision that Tie Back to the Business
2 Find an Executive Champion
Build your Program to support your Business Objectives and
3 Plan for Growth
4 Understand the Importance of Community Management
5 Track Program and Share

12. Find an executive champion
Keep your champion in the loop on progress and successes. It will help
! with any road blocks.
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13. Steps to Building Social Ambassadors
1 Identify Objectives and a Vision that Tie back to the Business
2 Find an Executive Champion
3 Build your Program to support your Business Objectives and
Plan for Growth
4 Understand the Importance of Community Management
5 Track Program and Share

14. Build your program based on objectives and
vision. Keep growth in mind.
The Networking Leaders Academy
An exclusive community of thought leaders, active
networkers and AT&T Ambassadors who create social proof
and digital “trust” in AT&T, its people, and their points of
view on technology.
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15. The Networking Leaders Academy: A foundation for
building ambassador impact
Objective: To enable the exchange of ideas and expertise in digital environments
which lead to faster and more informed technology purchase decisions
Education Recognition
! Start with a focused program. Strategize for the evolution.
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16. Steps to Building Social Ambassadors
1 Identify Objectives and a Vision that Tie Back to the Business
2 Find an Executive Champion
3 Build your Program to support your Business Objectives and
Plan for Growth
4 Understand the Importance of Community Management
5 Track Program and Share

17. Understand the importance of community
management
Prepare your community manager for successes and failures. Remember to
! talk the “101”
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18. Steps to Building Social Ambassadors
1 Identify Objectives and a Vision that Tie Back to the Business
2 Find an Executive Champion
3 Build your Program to support your Business Objectives and
Plan for Growth
4 Understand the Importance of Community Management
5 Track Program and Share

19. Track Progress and Share: Show results along
the way
Ideas Worth Spreading
• Is your content being shared on social networks?
• Is your content ranking in search?
Passion and Point of View
• Are users commenting on your content?
Reach and Influence
• Are you attracting visitors to your site?
• Are users coming back to your site?
• Are users interacting with multiple pieces of content?
Building Authority
• Are seeing organic traffic, including social referrals?
• Are you gaining links into your site?
! Tie all key metrics back to your business objective set in #1
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21. Learn from networking leaders
It’s in the Network!
• Find the right mix of “wins” to gain
maximum exposure of content
• Set the ground rules and give
them the framework to share
• Continually educate and nurture
It’s in the Content!
the program to excel digital
footprint
• Find the leaders in the digital
space and turn them into teachers
• Recognize those that help meet It’s all about Commitment!
business goals
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22. What we learned
Know your culture, your opportunities and your challenges
Collect key learnings and missteps
Start with what you know
Understand the risks and plan for them
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23. Thank You
Trish Nettleship
Global Director Social Media & Influence Black & White
UCB, Inc. Headshot
trish.nettleship@ucb.com
@trishnet
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24. Case Study
Building Brand Ambassadors from
Within Your Organization
Trish Nettleship
Global Director Social Media & Influence
UCB, Inc