how to integrate social media with marketing, advertising, and digital - socialmedia.org summit

© 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


@joyhays

Our approach for bringing the company together through social media:


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



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


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



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


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

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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


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


"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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