SOCIALMEDIA.ORG/SUMMIT2016 ORLANDO JANUARY 25–27, 2016 Rationalizing AT&T and DIRECTV social channel ecosystem JOY HAYS & JD LINK AT&T
Rationalizing AT&T and DIRECTV social channel ecosystem, presented by Joy Hays and JD Link
Apr 12, 2017
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SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016
Rationalizing AT&T and DIRECTVsocial channel ecosystem
JOY HAYS & JD LINKAT&T
Rationalizing AT&T and DIRECTV Social Channel Ecosystem
Joy Thao P. Hays – Director, Digital and Social Media
JD Link – Director, Social Media Operations
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
3
What we found when we
Observed
4
10 largest channels = 87% of all fans; 15M of 19M on Facebook
Top 10 Channels
Less than 1k followers
Key
* Paid only presence
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
6
To consumers, brands on social look like this.
7
If you take a closer look, you can find order.
8
Brand Only Product LeadBrand Lead Scattered
And out of this order, you can find consistent ecosystem models.
9
Brand
Product
Niche
Brand Only Product LeadBrand Lead Scattered
With defining characteristics.
10
Brand
Product
Niche
Brand Only Product LeadBrand Lead Scattered
complex complexsimple simple simple
Ecosystem Models | Variations Lead Voice Secondary Voice
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
12
Social landscape evolves quickly and presents innovation opportunity
YouTube
YouTube
YouTube
Google +
Google +
Google +
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
13
Channel Scoring Methodology
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
Audit Scoring Components
15
Size
Content45%
Volume of contentSocial expert manual evaluationSetting and meeting expectations (consistency)Brand compliance
Engagement45%
Responding to direct questions (SME eval and vol.)Reaching out to others (SME eval and vol.)Curating / Sharing / Commenting on others’ content
Innovation10%
Content varietyFrequency of adopting new thingsSpeed 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
Step
One
Qua
lifie
rs(R
easo
n fo
r Bei
ng)
Step
Tw
oCu
rren
t Sta
te(O
ppor
tuni
ty)
1 (0 – 10K)2 (10K-30K)3 (30K-60K)4 (60K-100K)5 (100K – 500K)6 (500K+)
16
Results
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
Nic
hePr
oduc
tBr
and
U-verse
PartnerExchange
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
18
U-verse
Prod
uct
Bran
d
AT&T Deals
It Can Wait
AT&T Cares
Dev. Program
Policy Intl. Public Policy
AdWorks
PartnerExchange
DIRECTV
Rogue
KingdomOff Camera Fighting Season
BKB
Service Servicio
Undeniable
Entertainment Mobility
Connect to Good
CareersBusiness Care Biz Deals
Audience Music
Nic
hePa
ssio
nFu
nctio
n
AT&T Brand
Business
Business
Small Business
AT&T Latino
AT&T’s 2016 social ecosystemBr
oad
Mes
sage
Nar
row
Mes
sage
Spec
ific
Mes
sage
Mobility
Hyper-local social on 2K+ Facebook, Google+, Foursquare pages
Summer Break
*
*
*Paid only presence. **Hello Lab launching February 2016, avatar in development
AudienceBranded State
Poligy Handles***
**Hello Labs
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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
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
21
Governance model to support the strategy
Vision PeopleObjectives Policy
Initiatives ProcessProjects Practice
Performance Compliance
Strategy Governance
Decide
Execute
Measure
Joy Thao P. HaysDirector, Social Media Strategy
JD LinkDirector, Social Media Operations
Learn more about past andupcoming events
SOCIALMEDIA.ORG/EVENTS
SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016
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