BlogWell Dallas Social Media Case Study: AT&T, presented by Blair Klein
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In her BlogWell Dallas presentation, AT&T's Executive Director of Emerging Communications, Blair Klein, shares how they brought social media inside the firewall to create powerful business results. Watch the video of this presentation here: https://vimeo.com/38189404
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BlogWell Dallas Social Media Case Study: AT&T, presented by Blair Klein
- 1. 1 © 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.
Notas do Editor
- “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%