In their Brands-Only Summit presentation, AT&T's Joy Hays and JD Link share a case study on merging brands' social accounts.
They discuss how they handled a merge with DIRECTV that resulted in new processes for governance and consolidation of all social media accounts for both brands.
2. Rationalizing AT&T and DIRECTV
Social Channel Ecosystem
Joy Thao P. Hays – Director, Digital and Social Media
JD Link – Director, Social Media Operations
3. 2
Reconcile two social ecosystems
into one
The Task
Optimize AT&T’s social house to be
reflective of the new company now
& best-in-class by 2020
Assess where AT&T is in today’s
social reality
5. 4
10 largest channels = 87% of all fans; 15M of 19M on Facebook
Top 10 Channels
Less than 1k followers
Key
* Paid only presence
6. 5
2/3rds of open channels actively publish content
3+ months (10/7/14-7/7/15)
1 week - 3 months (7/7/15-10/7/15)
1 week (9/30/15-10/7/15)
Daily
AT&T (62 channels) DIRECTV (48 channels)
64% of channels
are current, publishing
within the last week.
20% of channels
haven’t published within
the last 3 months.
= 1 social channel
LAST PUBLISHED
12. 11
Brand
Product
Niche
Brand Only Product LeadBrand Lead Scattered
complex complexsimple simple simple
Ecosystem Models | Suitable for AT&T Lead Voice Secondary Voice
XX
13. 12
Social landscape evolves quickly and presents innovation opportunity
Facebook
Facebook
Facebook
YouTube
YouTube
YouTube
Twitter
Twitter
Twitter
Pinterest
Pinterest
Pinterest
Google +
Google +
Google +
Instagram
Instagram
LinkedIn
LinkedIn
LinkedIn
Snapchat
Snapchat
Tumblr
Combined AT&T/DTV users by social network
Active users on each social network
2015
Active users on each social network (Instagram and Snapchat didn’t exist)
Q2 2012
Tumblr
Tumblr
15. How large is the channel’s audience?
How does it compare to the target/ideal channel size?
How does that compare to other AT&T channels and its competitors?
Scoring Components
2020 Aligned
Which initiative(s) is the channel aligned with?
Is it singular or overlapping multiple initiatives?
Tier 1 to 8
Size
Rank 4th largest
xxx,xxx followers
On target
16. Audit Scoring Components
15
Size
Content
45%
Volume of content
Social expert manual evaluation
Setting and meeting expectations (consistency)
Brand compliance
Engagement
45%
Responding to direct questions (SME eval and vol.)
Reaching out to others (SME eval and vol.)
Curating / Sharing / Commenting on others’ content
Innovation
10%
Content variety
Frequency of adopting new things
Speed of adopting new things
Size of channel (by platform) – current vs ideal
Single purpose or multipurposePurpose
2020 Aligned Alignment to company goals for 2020 (short and long-
term)
Does it align with a 2020 priority?
Does it have the potential to align with 2020?
1 (0 – 10K)
2 (10K-30K)
3 (30K-60K)
4 (60K-100K)
5 (100K – 500K)
6 (500K+)
Single purpose or multipurpose
5 AWESOME
3 AVERAGE
1 LOW
5 AWESOME
3 AVERAGE
1 LOW
5 AWESOME
3 AVERAGE
1 LOW
StepOne
Qualifiers
(ReasonforBeing)
StepTwo
CurrentState
(Opportunity)
1 (0 – 10K)
2 (10K-30K)
3 (30K-60K)
4 (60K-100K)
5 (100K – 500K)
6 (500K+)
18. 17
2015 AT&T is brand-led with product-led narrative
AudienceDIRECTV Sports YaveoAdWorksSmall Business
AT&T Cares
Team USA
Biz Deals
Country Deep
Business Care
AT&T Indiana
Servicio Service BKB The Fighting
SeasonOff Camera
Billy & Billie Audience Docs Careers Rogue
Puerto Rico Schools DIRECTV DevDMGBlimp
Developer
Program
Careers
Michigan Ave
AT&T Latino
Tech Channel
Policy Intl.
AT&T Deals
Policy CA
It Can Wait
FanZone Tour
ThreatTraq
Business
NicheProductBrand
U-verse
Partner
Exchange
AT&T Brand
DIRECTV Brand
70% Mobility content
Kingdom
Good Vibes TV
Security
Public Policy
Live Broadcast ➔ 47 different entities operating channels
➔ 107 channels (49 Twitter, 21 Facebook)
➔ 19.2M total followers
Summer
Break
*
*
* Paid only presence
19. 18
U-verse
ProductBrand
AT&T Deals
It Can Wait
AT&T Cares
Dev. Program
Policy Intl. Public Policy
AdWorks
Partner
Exchange
DIRECTV
Rogue
KingdomOff Camera Fighting Season
BKB
Service Servicio
Undeniable
Entertainment Mobility
Connect to Good
CareersBusiness Care Biz Deals
Audience Music
Niche
PassionFunction
AT&T Brand
Business
Business
Small Business
AT&T Latino
AT&T’s 2016 social ecosystem
BroadMessageNarrowMessageSpecificMessage
Mobility
Hyper-local social on 2K+ Facebook,
Google+, Foursquare pages
Summer
Break
*
*
*Paid only presence.
**Hello Lab launching February 2016, avatar in development
Audience
Branded State
Poligy Handles***
**
Hello Labs
20. 19
Where there’s a will, there’s a (hard) way
Stakeholders
Platforms
Operations Challenges Opportunities
➔ Desire to regularly
work more closely
with other business
groups
➔ Desire for messaging &
goals to consistently
align
➔ Tell one consistent
brand story
➔ Advise a centralized
community
➔ Guard against merges
that would confuse
audiences
➔ Collaboration
inhibited by resources,
priorities, process
➔ Constrained by
Measurement,
Budget, Regulations
➔ Strengthen community
focus & size
➔ Move to brand-led model
➔ Expanded reach for
content
➔ Align toward customer vs.
internal organizational
structure
➔ Pay to play
➔ Loss of audience &
content for some
migrated communities
21. Execution and continuity takes discipline
Ensure People, Practices, Policies, and Processes
are aligned with business strategy and provide
resources to support desired outcomes.
Social Media Resource Center enables
• Continuity: Accounts, Brand, Naming, Hashtags, Legal
• Access & Security: Social Tools & Platforms
• Compliance: Policies, Standards, Guidelines
• Knowledge: Training Videos & Whitepapers
• Alignment: COE Hub & Footprint Integration Calendar
22. 21
Governance model to support the strategy
Vision People
Objectives Policy
Initiatives Process
Projects Practice
Performance Compliance
Strategy Governance
Decide
Execute
Measure
23. Joy Thao P. Hays
Director, Social Media Strategy
JD Link
Director, Social Media Operations
24. Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016