engage your employees through social media (prsa dallas morning keynote)

28
© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. Engage Your Employees through Social Media October 22, 2010 Blair Klein, Executive Director – Emerging Comm @bklein34 Chris Baccus, Executive Director – Digital & Social Media @cbaccus AT&T 1

Post on 12-Sep-2014

1.884 views

Category:

Business


2 download

DESCRIPTION

Presentation about "ENGAGE Your Employees Through Social Media" given by myself (@cbaccus) and Blair Klein (@bklein34) on October 22, 2010 at the Public Relations Society of America Dallas chapter event. Communications Summit event details here: https://www.prsadallas.org/index.php?option=com_content&view=article&id=124&Itemid=72

TRANSCRIPT

Page 1: ENGAGE Your Employees Through Social Media (PRSA Dallas Morning Keynote)

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

Engage Your Employees through Social Media

October 22, 2010Blair Klein, Executive Director – Emerging Comm @bklein34Chris Baccus, Executive Director – Digital & Social Media @cbaccus

AT&T

1

Page 2: ENGAGE Your Employees Through Social Media (PRSA Dallas Morning Keynote)

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

Social Media Is not Just Another Marketing Tool

Social media provides an opportunity to reach people on a whole new level to include:

For the enterprise, the best way to quickly gain social media credibility is Customer Care.It’s pretty much table stakes.

Customer Service

Public Relations

Employee Engagement

Loyalty-Building

Collaboration/Knowledge Management

Networking

Thought-Leadership

Customer/Employee Acquisition

1

2

3

4

5

6

7

8

Page 3: ENGAGE Your Employees Through Social Media (PRSA Dallas Morning Keynote)

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

3

2007: AT&T 2.0

tSpace launch

2008 Social Media Task ForceBlog TrialSocial Media StandardsSocial Media Procedures

AT&T Insider launch2009

Social Media Task ForceCertification processADP Research Project

tSpace/SharePoint open to bargained-for employees

Social Media at AT&T: A look back

Page 4: ENGAGE Your Employees Through Social Media (PRSA Dallas Morning Keynote)

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

What we learned

4

Know your culture, your opportunities and your challenges

Consider the dreaded Task Force

Collect other key learnings and missteps

[In the “I can’t believe I’m saying this category”]: Don’t scoff at Legal’s concerns… address them head-on up-front.

Explore Try Do

Page 5: ENGAGE Your Employees Through Social Media (PRSA Dallas Morning Keynote)

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

5

AT&T Insider news portal

tSpace collaboration

Integrated Search

Innovation Portal

SharePoint Intranet sites

Q (IM) Outlook

Today, briefly stated…..

Page 6: ENGAGE Your Employees Through Social Media (PRSA Dallas Morning Keynote)

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

6

Internal Social MediaEngaging Employees

Move communications tools from “newsy” and “attractive”

to Informative, productive and brand-centric

• Connect globally -- develop professional network. Easily find resources and relationships that drive results

• Collaborate across business lines and time zones • Innovate to leverage the power of the crowd, enhance thought leadership

and generate new ideas• Increase productivity while decreasing costs

Page 7: ENGAGE Your Employees Through Social Media (PRSA Dallas Morning Keynote)

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

7

Social Media 1.0Story CommentsBlogs WikisPolls

Page 8: ENGAGE Your Employees Through Social Media (PRSA Dallas Morning Keynote)

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

External Lessons = Internal Practices

1 – Forrester2 -- Watson Wyatt

Communications increasingly delivered by the masses1

• 78% of people trust recommendations of other consumers; 14% trust advertisements

• Marketing to social networking will require your employees’ presence, participation

• Like it or not, all your employees are “PR staff” today.

Of those born after 1980, 62% of content they consume comes from user-generated contentEmployees expect their internal experience will sync up with their consumer experience2

• 75% use Facebook outside of work• 75% on LinkedIn• 26% say Social Networking available at work

Page 9: ENGAGE Your Employees Through Social Media (PRSA Dallas Morning Keynote)

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

9

The Social Media Platforms Expand your boundaries of can

News and Informatio

n

Innovate and

Develop

Connect and

Collaborate

Page 10: ENGAGE Your Employees Through Social Media (PRSA Dallas Morning Keynote)

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

10

tSpaceConnection and Collaboration

Profiles• Pre-loaded with employee informationCommunities• Open, moderated and restricted• File and info sharingBlogs• Individual and community• Ratings, comments and tagsWiki, Bookmarks, etc.• Discussions vs. tStorms • File sharing• Site bookmarks, activities and news

Page 11: ENGAGE Your Employees Through Social Media (PRSA Dallas Morning Keynote)

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

11

tSpace ProfilesWho are You?

Use profiles to:• Locate subject matter experts• Enable information sharing and knowledge management/retention• Get to know co-workers — interests, educational backgrounds, skills• Expand network of professional colleagues

WebPhone provides info from HR database…Profiles allow employees define themselves and their expertise.

Page 12: ENGAGE Your Employees Through Social Media (PRSA Dallas Morning Keynote)

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

12

CommunitiesInternal Collaboration

A community can have its own blog, forums, bookmarks, activities, and more.

WikiCollaboration and sharing

Page 13: ENGAGE Your Employees Through Social Media (PRSA Dallas Morning Keynote)

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

13

tStormsBrainstorming Made Easy

FilesImproving how we Share

Page 14: ENGAGE Your Employees Through Social Media (PRSA Dallas Morning Keynote)

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

Social Media Highlights

Blog Entries up 78%

Blog Comments up 191%

Community Members up 128%

Forum Posts up 105%

File Shares up 78%

File Downloads up 270%

UNPRECEDENTEDEngagement 38% More Members

105% More Tweets

32% More Content

36% More Contributors

ContentUPin EVERYCategory

Profiles Updated 47%News Stories 64%Bookmarks 1%Blogs 95%Communities 54%Wikis 3%Files 90% Activities 32%

Driving Adoption

We’ve seen 2600% growth YOY

Page 15: ENGAGE Your Employees Through Social Media (PRSA Dallas Morning Keynote)

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

External Efforts

Page 16: ENGAGE Your Employees Through Social Media (PRSA Dallas Morning Keynote)

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

Page 17: ENGAGE Your Employees Through Social Media (PRSA Dallas Morning Keynote)

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

Page 18: ENGAGE Your Employees Through Social Media (PRSA Dallas Morning Keynote)

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

proximityproximity

pro x

imi

tyx

i m it y

Page 19: ENGAGE Your Employees Through Social Media (PRSA Dallas Morning Keynote)

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

Page 20: ENGAGE Your Employees Through Social Media (PRSA Dallas Morning Keynote)

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

AT&T Social Media Standards Highlights Code of Business Conduct and all other policies apply Don't disclose confidential, proprietary, or otherwise non-public information. Discipline for violations made clear. These are your views, not official corporate communications. No anonymity. UserID or self-identification required. ID yourself as employee if

participating externally. Have a business purpose for using these tools and sites. Be courteous and be cautious when posting comments about other teams,

companies and products. Do not express legal opinions. Do not disparage our competitors, customers, suppliers, or vendors. Stay away from topics that may be considered objectionable or inflammatory.

No profanity or obscene language/content. No ethnic slurs or personal insults. ‘Virtual World’ = ‘Real World’

Proprietary I nformationThe information contained in this document is not for use or disclosure to any third party, except under written Agreement by the AT&T.

Page 21: ENGAGE Your Employees Through Social Media (PRSA Dallas Morning Keynote)

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

Page 22: ENGAGE Your Employees Through Social Media (PRSA Dallas Morning Keynote)

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

Every good conversationstarts withgood listening.

Page 23: ENGAGE Your Employees Through Social Media (PRSA Dallas Morning Keynote)

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

Page 24: ENGAGE Your Employees Through Social Media (PRSA Dallas Morning Keynote)

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

Page 25: ENGAGE Your Employees Through Social Media (PRSA Dallas Morning Keynote)

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

Page 26: ENGAGE Your Employees Through Social Media (PRSA Dallas Morning Keynote)

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

Page 27: ENGAGE Your Employees Through Social Media (PRSA Dallas Morning Keynote)

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

Page 28: ENGAGE Your Employees Through Social Media (PRSA Dallas Morning Keynote)

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

Digital Apps & Video

Social Media Management, Education & Adoption

Technology Development

The 2011 Roadmap

28

Consumer Experience