This document summarizes a webinar about connecting enterprises through collaboration on social media. It discusses breaking down silos between departments by providing an environment for intelligence, workflows and capabilities on social platforms. Best practices include seamless integration of functions, organized teams and governance, open communication, and platform customization. Case studies from AT&T and Eaton show how employee advocacy programs increased engagement and reach across millions of people. The webinar speakers discuss scaling social media collaboration across an organization.

1. Connecting Your Enterprise:
Collaboration at Scale
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@Tracx

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Our Speakers
Nolan Carleton works for AT&T in Corporate Communications, specifically Employee Communications. She leads AT&T’s
employee advocacy program, Social Circle, and a couple other company-wide initiatives. Nolan has a background in strategic
communications and Human Capital, specifically Lean Six Sigma and Organizational Transformation. Nolan is passionate about
employee engagement, helping others to build a personal brand and developing their thought leadership. @ParsleyCarleton
Danielle Gerson is a solutions engineer at Tracx. She works with the sales team, serving as the technical expert, as well as
with the product team to ensure that the unified social enterprise platform reflects the needs and interests of
clients. Danielle's background in mathematics and her experience working with technology companies in both direct sales
and lead generation, combined with her persistent interest in the ever-changing landscape of the social media and
technology space has led to a fulfilling career path. Danielle started her work at Tracx as an inside sales representative,
discovering and nurturing leads. @tracx
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating
buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author
of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for
Dummies 3rd Edition (Wiley 2012). @PaulDunay
DeShelia Spann is a Digital Marketing Strategist at Eaton and directs their employee advocacy initiative. Through the Eaton
Brand Advocacy Program employees are inspired to engage their networks with relevant content promoting Eaton’s business
and the power management industry while gaining insight to company and departmental news. In addition, it offers the
opportunity to amplify existing marketing programs and messaging throughout various social channels. @DeSheliaSpann

5. 5
Connecting Your Enterprise:
Collaboration at Scale
How to unify social media for all departments and roles within
the enterprise

6. Breaking Down Silos
6
Social Analytics &
Listening
Customer Care Community
Management Marketing
Most enterprises start out in a segmented environment where by multiple
departments are roles are isolated from one another and using their own social media
point solutions and environments.

7. Why is this a problem?
7
• Multiple datasets – disjointed insights
• Disjointed Workflow
• Gap between insights and engagement/publishing
• Publishing in a vacuum
• Limited Communication between teams
• No place to grow: users locked in point environments

8. What is the solution?
8
Equip the enterprise with an environment that provides the intelligence, workflows,
and capabilities necessary for all departments and roles that also allows users to
communicate and work with one another for everything “social media”.
Marketing
Public Relations
Innovation
Sales
Campaigns
Community
Collaboration
Customer Care

9. 9
4 Leading Best Practices

10. 10
• Seamless Integration of Functions
• Organized Teams and Governance
• Open Lines of Communication
• Platform Customization
4 Leading Best Practices

11. PAGE 11
Why Employee Advocacy?
• Create community and
increase engagement
• Educate members: share
knowledge and
information
• Spread news about our
company
• Help our members grow
thought leadership

12. PAGE 12
AT&T Social Circle: relaunched October 2014
We turned our brand
advocacy program
into an employee
advocacy program.
An authentic voice
and more engaging
materials immediately
boosted participation –
and results.

13. PAGE 13
AT&T Social Circle
Program Stats:
• 4000 joined advocates
• >50% active
• Reaching 6.7M people
• 101.6k shares
• $2.7M EMV

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Let’s hear it from one of our own…
“As an AT&T Employee engaged in Social
Media, I love to put the word out about our
new products & offerings along with sharing
links to new commercials and bragging
about new awards and recognitions. I am in
the community everyday promoting our
brand and helping our company stand out
among the competition!”
Robert

15. © 2014 Eaton. All Rights Reserved. 15
Eaton is a leading
power management
company
We help the world use electrical,
fluid and mechanical power more
reliably, efficiently, safely and
sustainably

16. © 2015 Eaton. All Rights Reserved.. 16
Eaton: Collaboration at
scale
• Employee advocacy
• Innovation hubs
• Creative content mix

17. #SMTLive
Our Speakers
Nolan Carleton works for AT&T in Corporate Communications, specifically Employee Communications. She leads AT&T’s
employee advocacy program, Social Circle, and a couple other company-wide initiatives. Nolan has a background in strategic
communications and Human Capital, specifically Lean Six Sigma and Organizational Transformation. Nolan is passionate about
employee engagement, helping others to build a personal brand and developing their thought leadership. @ParsleyCarleton
Danielle Gerson is a solutions engineer at Tracx. She works with the sales team, serving as the technical expert, as well as
with the product team to ensure that the unified social enterprise platform reflects the needs and interests of
clients. Danielle's background in mathematics and her experience working with technology companies in both direct sales
and lead generation, combined with her persistent interest in the ever-changing landscape of the social media and
technology space has led to a fulfilling career path. Danielle started her work at Tracx as an inside sales representative,
discovering and nurturing leads. @tracx
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating
buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author
of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for
Dummies 3rd Edition (Wiley 2012). @PaulDunay
DeShelia Spann is a Digital Marketing Strategist at Eaton and directs their employee advocacy initiative. Through the Eaton
Brand Advocacy Program employees are inspired to engage their networks with relevant content promoting Eaton’s business
and the power management industry while gaining insight to company and departmental news. In addition, it offers the
opportunity to amplify existing marketing programs and messaging throughout various social channels. @DeSheliaSpann

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Thank You to Our Sponsor
@Tracx

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Upcoming Webinar
June 2nd
Way Beyond Listening: Integrating Listening
Into Your Platform for ROI
Featuring: Brian Melinat, Kristine Vick and Ben Lapidus