The social media toolbox
23
Colin Burns, Senior Manager of Digital and Social Media at AT&T @thecburns #BrandAidTX * The Social Media Toolbox
-
Upload
brandaidconference -
Category
Documents
-
view
276 -
download
1
description
Transcript of The social media toolbox
Colin Burns, Senior Manager of Digital and Social Media at AT&T@thecburns#BrandAidTX
*The Social Media Toolbox
*AT&T’s Social Structure
AT&T Social Media Channels LinkedIn Facebook Twitter Pinterest Google + YouTube Newsroom Advocates causes.com Instagram foursquare
Their Purpose
Social networking for
working professionals
Engage and connect with
people, places and things thru
storytelling.
Short, real time news streaming
feed.
Sharing interests visually.
Curated, theme-based
aspirations. Life cycle driven.
Share just the right things with
just the right audience.
Google's social layer.
Video content search engine
with high share thru.
Disseminator of AT&T news.
Advocacy, Ambassadorship, Reinforcement of Belief, Reward
Gamification of social good.
Your life in photos, better,
faster.
Gamification, reward seekers,
real world, pierce thru social veil
Our Purpose on Their Channel
Aquiring talent, thought
leadership, lead generation.
Create and maintain a
conversational relationship with our customers.
Stream of real time news and information.
Inspire IWYD in a highly visual
way.
Lead innovation conversation.
Owned branded content
distribution, video hoster.
N/A
Social syndication and
positive amplification of
brand.
Enable advocates
through social good iniatiavies
Creative content outlet. Later:
Inspire IWYD via UGC
Incentivize repeat visits, drive traffic.
Ultimate Metric Connect Share RT Repin Click Thru/+1 Embed Link Back Earned Impressions Donation Heart Check-In, Deal
Redemption
Business Objective
Recruit best in class talent. B2B sales. Enterprise
and Small Biz thought
leadership.
Humanize the brand. Push
from Awareness to Engagement
to Sales. Increase NPS.
Awareness, Sales. Increase
NPS.
Humanize the brand. Reduce churn. Validate
purchase.
Brand Perception.
Increase Awareness.
Sales.
Owned content reach and
syndication.
Earned impressions.
Brand perception - consumers, investors,
shareholders.
Increase earned reach. Increase DWOM and NPS. Incease awaress
and content syndication.
Increase in donation to charitable causes.
Incease posiitve brand
perception, NPS.
Humanize the brand.
COR Store Sales.
Audience Working Professionals
Females 13 - 17, Males 18 - 24
18-34 M/F, educated, affluent
Females Average Age 29
Males 35 - 50, First Adopters (anecdotal)
Everyone Media Personnel Everyone, Niche Specific tbd tbd
Cadence When relevant 5 - 7 national posts per week constant when relevant when relevant constant per AT&T news when relevant When relevant when relevant
in conjunction with real life
eventsVoice
ToneBe Human. Be Inspiring. Be Helpful. Be Timely. Encourage Participation. Celebrate Our Stuff.
"It's What You Do With What We Do."All content must be inherently shareable
Voice
Intelligent, confident,
authoritative. Ex: AT&T C-Suite
Fun, engaging, light, humorous. Ex: your friends
at college
Impactful, pithy, with conviction,
informative, cerebral humor.
EX: mid-30s discussing news
at Starbucks
Inspirational, succinct, powerful,
beautiful. Ex: photos like an architecture
magazine, brief wording like a
mid-30s hipster
Tech-intelligent, intellectual
humor, curious for knowledge
and human progress. Ex: A Redditor, Gen X guy that builds computers and shops at Fry's
Polished, informative. Ex:
A corporate spokesperson
for the connected generation.
Daniel Stannush.
Informative, consumer, influencer, media and
analysts friendly content.
Fun, light, cheerful,
welcoming. Ex: A stay-at-home Mom in her 30s.
Impactful, moving,
authoratative and actionable.
Ex: Gen Y hipster/college
student and activist.
Moving, remarkable,
inspiring images; brevity
in text. Ex: Young, urban
photographer; coffee shop
dweller
Fun, light, helpful, quirky. Ex: mid-20s bar hopping young adult who loves
life and the adventures.
Appropriate AT&T Content
Types
Employee communications, B2B, recruiting
Products, services, CSR,
news, marketing partner content,
community, topical, value proposition,
promotion, local.
AT&T news, 3rd party content,
our products/service
s, CSR, community,
topical, value proposition,
promotion, local.
Marketing partner content, lifestyle device
images, inspirational content that leads back to products and
services.
Tech & Innovation, 3rd party content,
our products/service
s, CSR, news, community,
topical, value proposition,
promotion, local.
Devices, Support,
Community, Network,
Commercials, Contests, U-
verse, Special Campaigns.
AT&T Corporate news, Product and Services
C&S, Earnings, Network, Policy,
Crisis.
3rd party content, our
products/services, CSR, news, community,
topical, value proposition,
promotion, local. Needs to be
framed within the user's likes and interests.
CSR
Marketing partner content, lifestyle device
images, inspirational content that leads back to products and
services.
Sponsorships, store news, local
events, wifi mapping.
*Past and Present
2008/9 – Social Media Department
2013 – A tool
*1 billion users, ~170 million in US
*> 50% are mobile per month
*Slowing in the US, booming in Brazil, India and Indonesia
*Heavy, heavy user usage
*Post once a day, make it good, use an image
* Images rule
*Algorithm-driven, values interesting
*800 million users
*2nd largest search engine in the world
*Hundreds of hours of content uploaded every minute
*Digital newsroom
*Be short, ~1.5 minutes, be interesting, be helpful
*Quality of video doesn’t matter, quality of content
*YouTube
*200 million users, ~60 in US
*140 characters
*Real-time pulse of the world
*Quirky, cerebral, second screen
*Can handle lots of content
*Timely
*230 million users
*Highly linked to Google and YouTube
*Great for video, links, and images
*Still a testing environment, we’re not sure where it will go or be
*Facebook meets Twitter
*Try a Google+ Hangout (on Air)
*Google+
*Connect with people, opinion leaders
*Groups and Company Pages have seen little success
*Great for thought leadership
*Personal publishing has never gained significant traction
* 100 million users, owned by Facebook
*Photography social network
*Value is in telling a visual story; can’t link out to anywhere
*People can Heart or Comment, Follow
* You can have a brand page
*Was great for plugging into Twitter, now better as a standalone
*82 million users
*Twitter meets blogging meets Instagram
*Comical, quirky, smart
*Big youth appeal
*Blogging lite
*Heavy on imagery, short on text, minimal/no metrics
*Tumblr
*25 million users
*Content discovery engine based on your interest graph
* Insert your content by Thumbs Up
*Like other content similar to yours to improve your graph rank
*StumbleUpon
*20 million users
*Check-in app aimed at knowing where your friends are and discovering new local places
*Update your places location information – name, address, etc.
*Can publish as an owned page
*Update the tips, information on your places page
*Foursquare
*2 million users
*Self expression through pins, content
*Content discovery
*Beautiful imagery linked to great content
*AT&T’s Social Structure
AT&T Social Media Channels LinkedIn Facebook Twitter Pinterest Google + YouTube Newsroom Advocates causes.com Instagram foursquare
Their Purpose
Social networking for
working professionals
Engage and connect with
people, places and things thru
storytelling.
Short, real time news streaming
feed.
Sharing interests visually.
Curated, theme-based
aspirations. Life cycle driven.
Share just the right things with
just the right audience.
Google's social layer.
Video content search engine
with high share thru.
Disseminator of AT&T news.
Advocacy, Ambassadorship, Reinforcement of Belief, Reward
Gamification of social good.
Your life in photos, better,
faster.
Gamification, reward seekers,
real world, pierce thru social veil
Our Purpose on Their Channel
Aquiring talent, thought
leadership, lead generation.
Create and maintain a
conversational relationship with our customers.
Stream of real time news and information.
Inspire IWYD in a highly visual
way.
Lead innovation conversation.
Owned branded content
distribution, video hoster.
N/A
Social syndication and
positive amplification of
brand.
Enable advocates
through social good iniatiavies
Creative content outlet. Later:
Inspire IWYD via UGC
Incentivize repeat visits, drive traffic.
Ultimate Metric Connect Share RT Repin Click Thru/+1 Embed Link Back Earned Impressions Donation Heart Check-In, Deal
Redemption
Business Objective
Recruit best in class talent. B2B sales. Enterprise
and Small Biz thought
leadership.
Humanize the brand. Push
from Awareness to Engagement
to Sales. Increase NPS.
Awareness, Sales. Increase
NPS.
Humanize the brand. Reduce churn. Validate
purchase.
Brand Perception.
Increase Awareness.
Sales.
Owned content reach and
syndication.
Earned impressions.
Brand perception - consumers, investors,
shareholders.
Increase earned reach. Increase DWOM and NPS. Incease awaress
and content syndication.
Increase in donation to charitable causes.
Incease posiitve brand
perception, NPS.
Humanize the brand.
COR Store Sales.
Audience Working Professionals
Females 13 - 17, Males 18 - 24
18-34 M/F, educated, affluent
Females Average Age 29
Males 35 - 50, First Adopters (anecdotal)
Everyone Media Personnel Everyone, Niche Specific tbd tbd
Cadence When relevant 5 - 7 national posts per week constant when relevant when relevant constant per AT&T news when relevant When relevant when relevant
in conjunction with real life
eventsVoice
ToneBe Human. Be Inspiring. Be Helpful. Be Timely. Encourage Participation. Celebrate Our Stuff.
"It's What You Do With What We Do."All content must be inherently shareable
Voice
Intelligent, confident,
authoritative. Ex: AT&T C-Suite
Fun, engaging, light, humorous. Ex: your friends
at college
Impactful, pithy, with conviction,
informative, cerebral humor.
EX: mid-30s discussing news
at Starbucks
Inspirational, succinct, powerful,
beautiful. Ex: photos like an architecture
magazine, brief wording like a
mid-30s hipster
Tech-intelligent, intellectual
humor, curious for knowledge
and human progress. Ex: A Redditor, Gen X guy that builds computers and shops at Fry's
Polished, informative. Ex:
A corporate spokesperson
for the connected generation.
Daniel Stannush.
Informative, consumer, influencer, media and
analysts friendly content.
Fun, light, cheerful,
welcoming. Ex: A stay-at-home Mom in her 30s.
Impactful, moving,
authoratative and actionable.
Ex: Gen Y hipster/college
student and activist.
Moving, remarkable,
inspiring images; brevity
in text. Ex: Young, urban
photographer; coffee shop
dweller
Fun, light, helpful, quirky. Ex: mid-20s bar hopping young adult who loves
life and the adventures.
Appropriate AT&T Content
Types
Employee communications, B2B, recruiting
Products, services, CSR,
news, marketing partner content,
community, topical, value proposition,
promotion, local.
AT&T news, 3rd party content,
our products/service
s, CSR, community,
topical, value proposition,
promotion, local.
Marketing partner content, lifestyle device
images, inspirational content that leads back to products and
services.
Tech & Innovation, 3rd party content,
our products/service
s, CSR, news, community,
topical, value proposition,
promotion, local.
Devices, Support,
Community, Network,
Commercials, Contests, U-
verse, Special Campaigns.
AT&T Corporate news, Product and Services
C&S, Earnings, Network, Policy,
Crisis.
3rd party content, our
products/services, CSR, news, community,
topical, value proposition,
promotion, local. Needs to be
framed within the user's likes and interests.
CSR
Marketing partner content, lifestyle device
images, inspirational content that leads back to products and
services.
Sponsorships, store news, local
events, wifi mapping.
*Each Social Network
*Their purpose
*Our purpose on their channel
*Ultimate metric
*Business objective
*Audience
*Cadence
*Voice
*Tone
*Appropriate Content Types
*Network by network
Content Type Cadence Ultimate Metric
Facebook Images, short copy
1 per day Like
Twitter Great copy, link Max 3-5 per day
Retweet
YouTube 1.5 minute video
When interesting
View
Google+ Link, great image
1-2 per day +1
Instagram Image 1-3 per day Heart
Tumblr Image 1 per day Heart
Foursquare Image 1 per week Like
Pinterest Image with link, short copy
When interesting
Repin
*Find out what works
*Keep track of content by topic
*Measure topic against topic
*Try things, experiment
*Measure again
*Fish where the fish are
*Questions? Discussion.
#BrandAidTX@TheCBurns
www.slideshare.net/colinmburns
