blogwell dallas social media case study: at&t, presented by blair klein

© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.

1


Moving from Social Media to Social Business on the Intranet

Blair Klein, Executive Director – Emerging Communications, AT&T

@bklein34January 24, 2012


Why Internal Social Business?

Innovate continuously

Enable employees to make good decisions for customers

Create ambassadors

Delivers faster communications > productivity, employee engagement >

willingness to recommend > marketplace success.


4

Social business is….

4

Helping teams reach their goals

Engaging employees

Social Media is Social Business isFriend finding Subject matter expert findingSharing your opinion CrowdsourcingAsking people to Like Rating & rankingSorting friends and colleagues into networks/lists

Building communities around silos, collaboration centers

Sharing in real-time Sharing in real-timeProduct recommendations Real-time product updatesOnline recognition Online recognition


5

News commentingCollaboration

BadgesBlogsBookmarks CommunitiesFilesForumsProfilestStormsWikis

Innovation Crowdsourcing

The pieces at AT&T…


6

tSpace on Lotus Connections


7

Profiles: Your phone directory on steroids

We estimate $80m productivity increase over 5 years by making info easier to find!

Traditional directory/HR info plus… • Work experience• Education• Subject matter expertise

• Best contact info• Tags, keywords, etc.


8

Social BadgesOnline recognition

How do badges enhance profiles? • Recognize achievement/corporate benchmarks• Endorsed subject matter experts• Make employee engagement more "discoverable”


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)


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


Aspirational: Social Video

ManualLimitedTime-intensiveNot mobileNot shareableStatic

Before AfterAutomatedUser-friendlySimpleMobileShareableReal-time!

Steps 1. Hire Pro 2. Shoot 3. Edit 4. Format 5. Close-Caption 6. Locate IT 7. Get in queue 8. Find way to send file 9. Wait 24 hrs for video availability 10. Email link to all who need & hope they remember it 11. Cross fingers….

Steps 1. Shoot 2. Upload 3. Share

(Think )

BONUS! Easy to measure results


12

Demonstrate

Educate

Incent

Mentor and coach


2011 Quarterly Campaigns

13

• Awareness• Explore• Profile focus• 194% increase

in completed profiles

Q1 – Profile Contest/Badges


• Engagement• Explore/Try• tStorm focus• 639% increase

in tStorm usage

Q2 – Collaborator Awards

• Contribute• Try• Forums, tStorms,

Files, Wikis• Increased Forums

usage 411 times

Q3 – tSpace Days

• Employee verbatim• Try/Do• Build best practices• Monthly contributing

users up 159% over 2010

Q4 – Tutor-Me tSpace


0%

10% 3%

11%

46%

7%

0%

23% ActivitiesBlogsBookmarksCommunitiesProfilesWikistStormsBadges

2011 25,831 69,3752010 2,049 18,153

7.2

29.1

2010 Avg2011 Avg

tSpace ScorecardPage Views(in millions)

2010–2011 YOY Comparison

1161%

304%

ProfilesYear Completed Updated

282%

UsersEOY 2011 195,000EOY 2010 124,000 57

%

Average Monthly Visits by tSpace Application


tSpace Scorecard

Blogs 2010 2011%

ChangeAvg Total Avg Total

Blogs Added 36 434 61 734 69%

Posts Added 151 1,815 518 6,220 243%

Comments Added 310 3,722 800 9,601 158%

Badges53

Total Badges Available

561,549Total Badges Awarded in

2011

170,440 Total Users With 1 or

More Badges

2010–2011 YOY ComparisonJan Fe

bMarc

hAp

ril May June

July

Aug

Sept Oct

Nov

Dec

0

500

1000

1500

2000

2500

Communities 152,170

Distinct members of at least 1 community

2,338 Total Communities

Public PrivateRestricted

819

406

273%

YOY


tSpace Scorecard

Blogs

WikisFiles

2010 2011 % ChangeAvg 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%

Wikis

2010 2011%

ChangeAvg Total Avg Total

Stand-Alone N/A N/A 48 523 N/A

Community 1,254 15,042 3,894 46,728 211%

Forum Posts

2010 2011% Change

Avg Total Avg TotalAdded 680 8,156 1,466 17,596 115%

Downloaded 4,353 52,238 29,456 353,473 577%

Files4,100 distinct

uploaders


17

1. Define the difference between social business and social media

2. Identify which tools have largest margins for your culture

3. Over-index on employees and leader education

4. Use incentives (marketing 101)

5. Measure, measure, measure & report

Key Learnings

Explore Try Do

An effective social intranet

helps your employees, your

customers and your company.

Blair Klein, @bklein34AT&T Phone: 847.248.4343, Mobile: 312.320.6502 blair dot klein at att.com


18