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Train a Social Workforce: How AT&T Trained Thousands of Employee Advocates

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Train a Social Workforce:
How AT&T Trained Thousands of
Social Advocates

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Train a Social Workforce: How AT&T Trained Thousands
of Social Advocates
#EngageU
Nicole Alvino
Co-founder & Chief Stra...

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Have a Question?
Use the hashtag
#EngageU on Twitter for
questions & comments
Or
Chat with us on
ReadyTalk!
#EngageU

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Train a Social Workforce: How AT&T Trained Thousands of Employee Advocates

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In today’s modern workforce, providing social media training is no longer a nice-to-have — it’s a vital element of brands’ employee engagement and social media strategies.

For this presentation, Nolan Carleton, leader of AT&T’s Social Circle Employee Advocacy program, discusses how AT&T trained thousands of employee advocates to consume and share brand and relevant industry content.

You'll learn:
- The power Employee Advocacy has to engage the modern workforce
- Real training examples and results from AT&T’s Employee Advocacy program
- The steps to training your employee advocates today
- What results you can expect after the first 30, 90 and 180 days

In today’s modern workforce, providing social media training is no longer a nice-to-have — it’s a vital element of brands’ employee engagement and social media strategies.

For this presentation, Nolan Carleton, leader of AT&T’s Social Circle Employee Advocacy program, discusses how AT&T trained thousands of employee advocates to consume and share brand and relevant industry content.

You'll learn:
- The power Employee Advocacy has to engage the modern workforce
- Real training examples and results from AT&T’s Employee Advocacy program
- The steps to training your employee advocates today
- What results you can expect after the first 30, 90 and 180 days

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Train a Social Workforce: How AT&T Trained Thousands of Employee Advocates

  1. 1. 11 Train a Social Workforce: How AT&T Trained Thousands of Social Advocates
  2. 2. 22 Train a Social Workforce: How AT&T Trained Thousands of Social Advocates #EngageU Nicole Alvino Co-founder & Chief Strategy Officer at SocialChorus @Nalvino Nolan Carleton Lead Consultant, Programs Execution at At&T @ParsleyCarleton
  3. 3. 33 Have a Question? Use the hashtag #EngageU on Twitter for questions & comments Or Chat with us on ReadyTalk! #EngageU
  4. 4. 44 Let’s get started! #EngageU
  5. 5. 55 Poll: At your organization, what are you already doing to train employees on social media? - Nothing - Distributing the social media policy - Offering social media training webinars or workshops - Sharing a social media video internally & with new hires - Other: Fill in
  6. 6. 66 Organic Reach on Social Media is Diminishing • Brands’ posts on social networks reach only 3% of fans — at best — without paid advertising — Forrester • 92% of consumers trust word-of-mouth-marketing over brand messaging — Nielsen #EngageU Brand-shared content reach Employee-shared content reach
  7. 7. 77 Employee Advocacy: Your Employees are Your Brand Engaged employees are responsible for 80% of customer satisfaction — David Macleod & Nita Clarke 90% of an employee’s social audience is new to the brand — Dell Study Employee-shared content receives 7x the engagement of brand-shared content — Based on SocialChorus Implementations #EngageU 80% 90% 7x
  8. 8. 88 Train a Social Workforce: How AT&T Trained Thousands of Social Advocates #EngageU Nicole Alvino Co-founder & Chief Strategy Officer at SocialChorus @Nalvino Nolan Carleton Lead Consultant, Programs Execution at At&T @ParsleyCarleton
  9. 9. 9 What inspired AT&T to start a social advocacy plan? #EngageU
  10. 10. 1010 Innovation: It’s Who We Are, Not Just What We Do • We can’t lead as a brand without employees leading too • Employees already help tell our story through their own experiences with AT&T • Authentic stories from employees create a better customer experience #EngageU
  11. 11. 1111 #EngageU Nolan Carleton, AT&T @ParsleyCarleton “If half of your workforce is already out on social talking about you, you want to be a part of that conversation.”
  12. 12. 12 What were your initial barriers? #EngageU
  13. 13. 1313 Perceived Risk and Time Were Major Barriers • Lots of sensitive brand material • Fear from employees: “How do I speak to the AT&T brand publicly?” • Fear from leadership: “Is putting our workforce on social media to talk about us a good idea?” • Facebook, Twitter, and LinkedIn was blocked for most employees #EngageU
  14. 14. 14 What are AT&T’s goals for employee advocacy? #EngageU
  15. 15. 1515 Life at AT&T is Evolving AT ONSET: Top Down Messaging • Amplify stories that were sitting on media newsroom page • Give employees something to share that had cohesiveness with corporate messaging EVOLUTION: Messaging By Everyone • Facilitate employees finding and expressing their own voice to demonstrate what a great company AT&T is #EngageU
  16. 16. 1616 How did AT&T get started? #EngageU
  17. 17. 1717 Start Small, Market Internally, Remember Your Users Involvement and training: AT ONSET: Grassroots, “lets all jump on a call.” EVOLUTION: Internal marketing campaigns NOW: Train the trainer program #EngageU
  18. 18. 1818 AT&T Training Tools • Easy to follow instructions • Infographics • Training videos #EngageU
  19. 19. 1919 AT&T Training Video Pt. 1: Cover the Program Basics #EngageU • What is the Social Circle? • How does the program work? • Introduce the opportunity to build a personal brand • Encourage creativity and personalization
  20. 20. 2020 AT&T Training Video Pt. 2: Cover the Do’s & Don’ts #EngageU • Explain your brand’s social media guidelines & policy • Tips for how to handle negative responses • Best practice: Advise employees not to engage or respond to a negative comment
  21. 21. 2121 AT&T Training Video Pt. 3: Provide Resources #EngageU • Program overview and support resources • Elicit pride with being part of the program • Be encouraging and appreciative!
  22. 22. 2222 AT&T Training Video #EngageU Watch the video: http://bit.ly/ATTtrainingvid
  23. 23. 2323 #EngageU Nolan Carleton, AT&T @ParsleyCarleton “Employees and people are changing and learning new things every single day, and that’s dictating the way they digest information.”
  24. 24. 2424 How does AT&T engage employee advocates? #EngageU
  25. 25. 2525 Employee Advocacy Program Core Characteristics Key Drivers • It has to be fun • Make it easy to implement • Facilitate speed • Keep it memorable #EngageU
  26. 26. 2626 How is AT&T measuring their goals?
  27. 27. 2727 How AT&T Defines Program Success • Increased participation from all users: technical savvy, casual users, and new users • Evolution to natural daily engagement vs. one-time corporate initiative • Bi-weekly emails evolved to semi-weekly emails with content driven by employees #EngageU
  28. 28. 2828 AT&T Employee Participation #EngageU • 3,000+ employees joined • 40 million social impressions • New employees added every day
  29. 29. 2929 #EngageU Nolan Carleton, AT&T @ParseleyCarleton “We’re turning our external social internal, and we’re turning internal social external.”
  30. 30. 3030 Employee Advocacy: Benefits Company-wide • Social Media Marketing: Increase awareness • Human Resources: Attract top talent • Sales Professionals: Drive leads • Communications: Engage employees #EngageU
  31. 31. 3131 We build enterprise-branded apps suitable for every employee Our apps empower employers to deliver the right content and company news to the right employee, at the right time, in any location Employees love how easy it is to be in the know
  32. 32. 3232 Poll: What do you need to get your leadership onboard? - Successful pilot to show results - Case studies & benchmarks from similar brands/industries - Compliance with legal, IT security & HR - Brandable mobile app on every employee’s device - Other: Fill in
  33. 33. 3333 Have a Question? Use the hashtag #EngageU on Twitter for questions & comments Or Chat with us on ReadyTalk! #EngageU
  34. 34. 3434 Train a Social Workforce: How AT&T Trained Thousands of Social Advocates #EngageU Nicole Alvino Co-founder & Chief Strategy Officer at SocialChorus @Nalvino Nolan Carleton Lead Consultant, Programs Execution at At&T @ParsleyCarleton
  35. 35. 3535 Interested in Learning More? Download our ebook: How to Train Employee Advocates http://bit.ly/trainingemployeeadvocates #EngageU Register for our upcoming webinar: Beyond Social Media: The Playbook for Creating a Winning Employee Advocacy Program http://bit.ly/WinningEmployeeAdvocacy
  36. 36. 3636 Thank You! #EngageU

Notes de l'éditeur

  • Speaker: Nicole Alvino
  • Speaker: Nicole Alvino
  • Speaker: Nicole Alvino
  • Speaker: Nicole Alvino
  • Speaker: Nicole Alvino
  • Speaker: Nicole Alvino
  • Speaker: Nicole Alvino
  • Speaker: Nicole Alvino
  • Speaker: Nolan Carleton
  • Speaker: Nolan Carleton
  • Speaker: Nicole Alvino
  • Speaker: Nolan Carleton
  • Speaker: Nicole Alvino
  • Speaker: Nolan Carleton
  • Speaker: Nicole Alvino
  • Speaker: Nolan Carleton
  • Speaker: Nolan Carleton
  • Speaker: Nolan Carleton
  • Speaker: Nolan Carleton
  • Speaker: Nolan Carleton
  • Speaker: Nolan Carleton
  • Speaker: Nolan Carleton
  • Speaker: Nicole Alvino
  • Speaker: Nolan Carleton
  • Speaker: Nicole Alvino
  • Speaker: Nolan Carleton
  • Speaker: Nolan Carleton
  • Speaker: Nicole Alvino & Nolan Carleton
  • Speaker: Nicole Alvino
  • Speaker: Nicole Alvino & Nolan Carleton
  • Speaker: Nicole Alvino
  • Speaker: Nicole Alvino
  • Speaker: Nicole Alvino
  • Speaker: Nicole Alvino

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