Social Media & the Enterprise: How AT&T Got Past Policy Discussion to Get to Work

Blair Klein @bklein34Director – Emerging Comm, AT&T

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AT&T 2.0 in 2007Like many companies, the use of social tools at AT&T began to grow organically.

Internal platform – tSpace – for social media activity built by IT and actively adopted throughout enterprise.

• Blogs

• Wikis

• Bookmarks

Corporate Communications began to actively use and develop these tools.

THEN… occurred to several stakeholders: Policy & Process needed

What happened next? 1. 2. 3. Proprietary Information

The information contained in this document is not for use or disclosure to any third party, except under written Agreement by the AT&T.

Bring in all StakeholdersKnow your culture, your opportunities and your challenges

• Is the resistance from more than just a small group?

• Has your culture managed change well at front-line employee/manager level?

• Are you a blogging-type of workforce? A wiki one? A microblogging one?

Consider the dreaded Task Force• Focus around actual needs of business to execute

• Include key allies… and the naysayers

• Lay out low-hanging fruit and projects on hold

Demonstrate how used at other companies• Collect other key learnings and missteps

• Policies

• [In the “I can’t believe I’m saying this category”]: Don’t scoff at Legal’s concerns… address them head-on up-front.

Proprietary InformationThe information contained in this document is not for use or disclosure to any third party, except under written Agreement by the AT&T.

What AT&T Did: “User-Generated Content Proof of Good Behavior Trial” (aka The Blog Trial)

4 blogs/forums

Pre- & Post-Monitored

timeframes for each

60 days

• One forum of U-verse premise techs

• Commenting on corporate intranet stories

• Blog by SVP of wireless innovation

• Blog by enterprise architecture SME

Proprietary InformationThe information contained in this document is not for use or disclosure to any third party, except under written Agreement by the AT&T.

AT&T Social Media Standards Highlights Code of Business Conduct and all other policies apply

Don't disclose confidential, proprietary, or otherwise non-public information.

Discipline for violations made clear.

These are your views, not official corporate communications.

No anonymity. UserID or self-identification required. ID yourself as employee if participating externally.

Have a business purpose for using these tools and sites.

Be courteous and be cautious when posting comments about other teams, companies and products.

Do not express legal opinions.

Do not disparage our competitors, customers, suppliers, or vendors.

Stay away from topics that may be considered objectionable or inflammatory. No profanity or obscene language/content. No ethnic slurs or personal insults.

‘Virtual World’ = ‘Real World’Proprietary Information

The information contained in this document is not for use or disclosure to any third party, except under written Agreement by the AT&T.

AT&T Internal Use Example: Social Media 1.0 (aka Intranet Portal)

Participation consistent• AT&T Insider: More than 6,700 comments since launch –• Separately, more than 70,000 SharePoint pages deployed

4Q08 1Q09 2Q09 3Q09 4Q09 1Q10

Insider Employee Comments

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AT&T Internal Use Examples: The Innovation Pipeline

• TIP 1st internal incented crowd-sourced application

• Practical way to harness the wisdom of the crowd

• TIP + I3 = 28,000 users

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AT&T Internal Use Example: tSpace – the AT&T social media platformtSpace allows employees to create internal employee profiles, community pages, wikis, bookmarks, blogs, and news feeds.

23,223 wiki pages in 1,197 wiki spaces

Blogs (113): Leadership, postulating, recognition

Employee Profiles: Phone directory on steroids

103 Communities

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AT&T External Use Example: Social Recruiting

att.jobs

1st employment app by an employer

RSS, Bookmarking

Conversation: Twitter

Talent Network

‘Work With Me’ Facebook App

Proprietary InformationThe information contained in this document is not for use or disclosure to any third party, except under written Agreement by the AT&T.

AT&T External Use Examples: Don’t overlook B2B

Social media usage evolution = Rationalization of content

• The influx of 35 to 54 is changing the norms

• More focused, more exclusive, and information held more closely

• Maturation of social media is great opportunity for the enterprise

Proprietary InformationThe information contained in this document is not for use or disclosure to any third party, except under written Agreement by the AT&T.

AT&T External Use Examples

@ATTCustomerCare

Youth Marketing

Employee Mommy/Daddy blog

Sponsorships

Public Affairs

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From Early Adopters to Business-As-UsualCompanies that are participating now will be best positioned for what’s next

SPEAK UP! Presence alone is not enough

Grace period is ending: User expectations growing• 1996 corporate website equivalent – customer escalations to “email contacts”• Customers anticipate a place where their voice can be publicly

heard; Silence often considered rude.

Location-based services new opportunity

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Q&A

Come Join My Festivities….

www.att.com/socialmedia

Proprietary InformationThe information contained in this document is not for use or disclosure to any third party, except under written Agreement by the AT&T.