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In order to have a holistic social presence, marketing, advertising, digital, and social media need work in an integrated fashion. How to get there? 5 easy steps
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© 2014 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
How to integrate social media with marketing, advertising, and digital
Joy Hays - @joyhays Director, Digital & Social Media, AT&T
10/28/14
@joyhays © 2014 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. 2
Advertising
• PPC
• Retargeting
• Social Media
• Paid Influencers
• Affiliates
Digital/Web Properties
• Sites
• Blogs
• Social Channels
• Mobile Sites
Sharing
• Mentions
• Reviews
• Posts
• Shares
• Comments Social and SEO
Earned Media
Owned Media
Paid Media
@joyhays
Social media’s role as a bridge requires a dedication
to and understanding of social media’s shared value:
• Building business through a long-term approach
vs. short-term gains
• Focus on audience priorities
• Develop a halo effect over the brand and its
efforts
© 2014 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. 3
@joyhays
Customer Experience
Digital Ads
Social Content
Blogs
Banners
Direct Mail
Website
Mobile Apps
Emails
© 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. 4
@joyhays © 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. 5
@joyhays
Our approach for bringing the company together through social media:
© 2014 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. 6
5. Establish metrics; benchmark, track and adjust
4. Determine needs to make it work
3. Agree upon what success looks like/outputs created from work
2. Explain opportunities for social
1. Discover the overlaps in goals
@joyhays
• Brings all key stakeholders to the table for
conversation
• Obtain executive support early
• Allows for opportunity to focus efforts holistically
• Helps prioritize goals
© 2014 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. 7
© 2014 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. 8
Innovation • Telling our innovation story – digitally • Engaging new audiences with innovation stories • Humanizing the AT&T innovation story • Expand opportunities for influencers to experience AT&T
innovation first-hand
Network • Investing in network innovation • Maximizing project VIP rollout • Sharing network performance • Protecting the AT&T network brand • Connecting the success of IT and supplier diversity programs • Big data • GigaPower/Connected Community
ATO Priorities
@joyhays
Roll social media content efforts under four key themes that provide distinct, yet interconnected lenses through which the ATO story can be
communicated, viewed and engaged with
Network Investment &Performance
Thought Leadership
Innovation at Work
Next-Gen Innovators
© 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. 9
Proposed ATO Content Mix
@joyhays
• Brings all strategies to the table to
better understand areas of
interconnectedness
• Establishes the extent to which
social media support is needed – or
not
• Streamlines efforts to avoid
potential duplication – and saves
the business money
© 2014 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. 10
@joyhays © 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. 11
Proposed ATO Channel Strategy
Network Investment & Performance
Thought Leadership
Innovation at Work
Next-Gen Leadership
The strength of our network is crucial to our innovation message. Focus on channels intended for broad-reaching distribution.
Suggested Frequency: 1-2 posts per week or as needed
Drive conversation around AT&T thought leadership commentary through key tech-centric, business and innovation audiences.
Suggested Frequency: One post per week
Showcase how our best consumer and business innovations are built – and the people behind them – through dynamic storytelling.
Suggested Frequency: 1-2 posts per week or as needed
Highlight AT&T’s and support of the next generation of technology leaders (e.g., Women In Tech, STEM)
Suggested Frequency: One post per week or as needed; more when wrapped in recruitment message on concert with HR
@joyhays © 2014 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. 12
What level/tier is the effort? What role do they envision
social playing?
Identify and agreed upon collaborative workflow
Establish clear lines of ownership for all program
Establish deadlines and deliverables for stakeholder
Budget/Time/ Resources Discussion
© 2014 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. AT&T Proprietary (Internal Use Only) Not for use or disclosure outside the AT&T companies except under written agreement.
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Tier 4 – Just a Tweet
Tier 3 – Sharable Story
Tier 2 – Integrated Plan Tier 1 – Companywide
Campaign
@joyhays
• Establish total group ownership of the program’s performance – one team
mindset
© 2014 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. 14
Top traffic sources
• Social Media
• Paid Search
• Display advertising
@joyhays
• Establish standardized, agreed-upon
measures for success
• Track metrics early, often and
consistently
• Don’t be afraid to course correct
when needed – test and learn when
opportunity allows
• Collaborative postmortem/lessons
learned regroup
© 2014 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property. 15
"Shared experiences are forms of social currency."
- Brian Solis
Joy Thao P. Hays, @joyhays
Director, Digital & Social Media
AT&T, Corporate Communciations
© 2014 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.
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