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Train a Social Workforce: How AT&T Trained Thousands

of Social Advocates

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Train a Social Workforce: How AT&T Trained Thousands of Social Advocates

#EngageU

Nicole Alvino

Co-founder & Chief Strategy Officer at

SocialChorus

@Nalvino

Nolan Carleton

Lead Consultant, Programs Execution at

At&T

@ParsleyCarleton

33

Have a Question?

Use the hashtag #EngageU on Twitter for questions & comments

Or

Chat with us on ReadyTalk!

#EngageU

44

Let’s get started!

#EngageU

55

Poll: At your organization, what are you already doing to train employees on social media?

- Nothing

- Distributing the social media policy

- Offering social media training webinars or workshops

- Sharing a social media video internally & with new hires

- Other: Fill in

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Organic Reach on Social Media is Diminishing• Brands’ posts on social networks reach only 3% of fans — at best — without

paid advertising — Forrester

• 92% of consumers trust word-of-mouth-marketing over brand messaging — Nielsen

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Brand-shared content reach

Employee-shared content reach

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Employee Advocacy: Your Employees are Your Brand

Engaged employees are responsible for 80% of customer satisfaction — David Macleod & Nita Clarke

90% of an employee’s social audience is new to the brand — Dell Study

Employee-shared content receives 7x the engagement of brand-shared content — Based on SocialChorus Implementations

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80%90%

7x

88

Train a Social Workforce: How AT&T Trained Thousands of Social Advocates

#EngageU

Nicole Alvino

Co-founder & Chief Strategy Officer at

SocialChorus

@Nalvino

Nolan Carleton

Lead Consultant, Programs Execution at

At&T

@ParsleyCarleton

9

What inspired AT&T to start a social advocacy plan?

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Innovation: It’s Who We Are, Not Just What We Do

• We can’t lead as a brand without employees leading too

• Employees already help tell our story through their own experiences with AT&T

• Authentic stories from employees create a better customer experience

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1111#EngageU

Nolan Carleton, AT&T

@ParsleyCarleton

“If half of your workforce is already out on social talking about you, you want to be a part of that conversation.”

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What were your initial barriers?

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Perceived Risk and Time Were Major Barriers

• Lots of sensitive brand material

• Fear from employees: “How do I speak to the AT&T brand publicly?”

• Fear from leadership: “Is putting our workforce on social media to talk about us a good idea?”

• Facebook, Twitter, and LinkedIn was blocked for most employees

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What are AT&T’s goals for employee advocacy?

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Life at AT&T is Evolving

AT ONSET: Top Down Messaging

• Amplify stories that were sitting on media newsroom page

• Give employees something to share that had cohesiveness with corporate messaging

EVOLUTION: Messaging By Everyone

• Facilitate employees finding and expressing their own voice to demonstrate what a great company AT&T is

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How did AT&T get started?

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Start Small, Market Internally, Remember Your UsersInvolvement and training:

AT ONSET: Grassroots, “lets

all jump on a call.”

EVOLUTION: Internal

marketing campaigns

NOW: Train the trainer

program#EngageU

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AT&T Training Tools

• Easy to follow

instructions

• Infographics

• Training videos

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AT&T Training Video Pt. 1: Cover the Program Basics

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• What is the Social Circle?

• How does the program work?

• Introduce the opportunity to build a personal brand

• Encourage creativity and personalization

2020

AT&T Training Video Pt. 2: Cover the Do’s & Don’ts

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• Explain your brand’s social media guidelines &

policy

• Tips for how to handle negative responses

• Best practice: Advise employees not to

engage or respond to a negative comment

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AT&T Training Video Pt. 3: Provide Resources

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• Program overview and support resources

• Elicit pride with being part of the program

• Be encouraging and appreciative!

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AT&T Training Video

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Watch the video: http://bit.ly/ATTtrainingvid

2323#EngageU

Nolan Carleton, AT&T

@ParsleyCarleton

“Employees and people are changing and learning new things every single day, and that’s dictating the way they digest information.”

2424

How does AT&T engage employee advocates?

#EngageU

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Employee Advocacy Program Core Characteristics

Key Drivers

• It has to be fun

• Make it easy to implement

• Facilitate speed

• Keep it memorable

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2626

How is AT&T measuring their goals?

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How AT&T Defines Program Success

• Increased participation from all users: technical savvy, casual users, and new users

• Evolution to natural daily engagement vs. one-time corporate initiative

• Bi-weekly emails evolved to semi-weekly emails with content driven by employees

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AT&T Employee Participation

#EngageU

• 3,000+ employees

joined

• 40 million social

impressions

• New employees added

every day

2929#EngageU

Nolan Carleton, AT&T

@ParseleyCarleton

“We’re turning our external social internal, and we’re turning internal social external.”

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Employee Advocacy: Benefits Company-wide• Social Media Marketing: Increase

awareness

• Human Resources: Attract top talent

• Sales Professionals: Drive leads

• Communications: Engage employees

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We build enterprise-branded apps suitable for every employee

Our apps empower employers to deliver the right content and company news to the right employee, at the right time, in any location

Employees love how easy it is to be in the know

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Poll: What do you need to get your leadership onboard?

- Successful pilot to show results

- Case studies & benchmarks from similar brands/industries

- Compliance with legal, IT security & HR

- Brandable mobile app on every employee’s device

- Other: Fill in

3333

Have a Question?

Use the hashtag #EngageU on Twitter for questions & comments

Or

Chat with us on ReadyTalk!

#EngageU

3434

Train a Social Workforce: How AT&T Trained Thousands of Social Advocates

#EngageU

Nicole Alvino

Co-founder & Chief Strategy Officer at

SocialChorus

@Nalvino

Nolan Carleton

Lead Consultant, Programs Execution at

At&T

@ParsleyCarleton

3535

Interested in Learning More?

Download our ebook:

How to Train Employee Advocates

http://bit.ly/trainingemployeeadvocates

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Register for our upcoming webinar:

Beyond Social Media: The Playbook for Creating a Winning Employee Advocacy Program

http://bit.ly/WinningEmployeeAdvocacy

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Thank You!

#EngageU