Presentation at Social Media Breakfast Dallas on January 26, 2012 discussing how we at AT&T engage our advocates and some of the stories behind that effort.

1. Building Customer Advocacy
Christopher Baccus. AT&T
Executive Director of Digital & Social Media
January 2012
© 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.

2. It’s Early Let’s Watch Some TV…

3. Advocacy.
(noun)
The act of pleading or arguing in favor of
something, such as a cause, idea, or policy;
active support.
3 © 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.

4. Identifying Advocates
4 © 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.

5. Business is Competitive. It Does Create Fans

6. The Badgefication of the Web
6 © 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.

7. Where are your advocates?

8. 8 © 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.

9. In 2009, we started to see a group of Facebook fans start to
engage regularly and setting up their own presence in 2010.

10. Sometimes advocacy is
about sharing the
community contract with
those new to the group
Other times it’s about
helping to solve a
simple problem.

11. Your strongest advocates are also your
strongest critics.
11 © 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.

12. A Field Guide to Brand Advocates. Dr. Kathleen R. Ferris-Costa. BzzAgent Funded Research. June 2011

13. 1,473% Increase
in Self-Identified “Defenders of
the Brand”

14. Three Wolfpack members constantly updated their social
communities generating 100s of tweets, 72 Facebook updates
and 34 photos during the conference.

15. 15 © 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.

16. 16 © 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.

17. Thank You
Christopher Baccus, christopher.n.baccus@att.com. @cbaccus
Follow us on Facebook.com/ATT and @ATT on Twitter
17
© 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.