Engage Employees through Social Media
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AT&T has been engaging employees through internal social media since 2007. They launched an internal social network called tSpace for collaboration, file sharing and knowledge management. Over time, they learned the importance of addressing legal concerns upfront and allowing open participation from employees. Usage of tSpace and social media among AT&T employees has grown significantly in recent years, with increases in things like member counts, tweets and file sharing. AT&T provides guidance on appropriate social media use through standards and education, while aiming to sync up their internal experience with how employees use consumer social platforms externally.
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Engage Employees through Social Media
- 1. © 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 @bklein34 Chris Baccus, Executive Director – Digital & Social Media @cbaccus AT&T 1
- 2. © 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
- 3. © 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 Force Blog Trial Social Media Standards Social Media Procedures AT&T Insider launch 2009 Social Media Task Force Certification process ADP Research Project tSpace/SharePoint open to bargained-for employees Social Media at AT&T: A look back
- 4. © 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
- 5. © 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…..
- 6. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. Internal Social Media Engaging Employees 6 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
- 7. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. Social Media 1.0 Story Comments Blogs Wikis Polls 7
- 8. © 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 – Forrester 2 -- 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 content Employees 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
- 9. © 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 Information Innovate and Develop Connect and Collaborate
- 10. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. tSpace Connection and Collaboration Profiles • Pre-loaded with employee information Communities • Open, moderated and restricted • File and info sharing Blogs • Individual and community • Ratings, comments and tags Wiki, Bookmarks, etc. • Discussions vs. tStorms • File sharing • Site bookmarks, activities and news 10
- 11. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. tSpace Profiles Who 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 11 WebPhone provides info from HR database… Profiles allow employees define themselves and their expertise.
- 12. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. Communities Internal Collaboration 12 A community can have its own blog, forums, bookmarks, activities, and more. Wiki Collaboration and sharing
- 13. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. tStorms Brainstorming Made Easy 13 Files Improving how we Share
- 14. © 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 38% More Members 105% More Tweets Content UP in EVERY Category 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
- 15. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. External Efforts
- 16. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
- 17. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
- 18. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. proximityproximity pr o x im i ty x i m it y
- 19. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
- 20. © 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 Information The information contained in this document is not for use or disclosure to any third party, except under written Agreement by the AT&T.
- 21. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
- 22. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. Every good conversation starts with good listening.
- 23. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
- 24. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
- 25. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
- 26. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
- 27. © 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
- 28. © 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
Notes de l'éditeur
- Explore and Increase access opportunities External social medial sites: Facebook Non-management commenting on AT&T Insider Solicit more feedback Use of Frontline Advisory Council to collect feedback and adjust plans accordingly Continue to resource LDP / ADP groups Employee surveys to collect information on overall success and specific improvement points
- 3Q Highlights: tSpace content increased in every category Overall content increased 32 percent Blogs QUADRUPLED Communities DOUBLED tSpace engagement increased 36 percent Blog entries up 78 percent; comments up 191 percent Community membership up 128 percent; forum posts up 105 percent File shares up 78 percent; downloads up 270 percent Twitter Tribe content engagement QUADRUPLED AT&T-related tweets up 105 percent Grew 38 percent, from 116 to 160 members
- How we address disclosure and content proximity. Two examples
- What does our policy address: disclosure using hashtags. Adding tweets are my own opinions in profile, disclosure one works for AT&T, general guidelines around how to engage and where one can direct those asking difficult questions.
- Going forward will we all be required to have distinct personal and business profiles in social media. FTC may force?
- When you get someone or some department in your organization wanting to do social first thing to do is listen.
- What goal are they trying to accomplish: sales, service, loyalty, education, hiring?
- We are consumed with being liked, brands too. It’s important to get people to understand that facebook is not a strategy and that it’s what you do with said ‘fans’ once you have them there. What actions do you want them to take? What goals are you trying to meet.
- A lot of the time we can share what the brand is doing and what can be a good fit for their business need and outreach
- Most important is to foster the imagination and enthusiasm and find a way to make employees excited about how to engage within the brand’s constraints. By this point they understand it’s not the same as talking to their BFF.
- How does this all come together? Last week we launched Windows7 Phone and here is how some of that collaboration with employees, ATT social properties and the community worked. Image: show the connections across our social properties and websites (Windows Mobile 7 Launch Example): Twitter, FB, YouTube, ATT.com
- Social Media Management, Education & Adoption Community Management Twitter Tribe Social Media Certification Technology Development Insider / tSpace Platform Integration Extranet Access Social Video tSpace server and database upgrade Employee COU Mobile Apps New, expandable platform for InsiderTxT Digital Apps & Video Mobile video iPhone COU apps Sr. Leaders iPad App Business Quality Improvements Insider Story Pitch Engine Expanded News Now archive