1

Utilizando redes sociales para la innovación

en servicios de telecomunicacionesAT&T – un caso real

Camilo RojasSocial Business Manager SSA

camilor@co.ibm.com @camilo_rojas

2

Agenda

• How will Your Company LeverageSocial Business to Cultivate Leadershipand Innovation?

• Leadership, Innovation, Productivity:How Social Business Can Take You There. The AT&T Case.

3

How will Your Company LeverageSocial Business to Cultivate Leadership

and Innovation?

4

Vast majority of CEOs experience the New Economic Environment as distinctly different

Organizations are experiencing significant upheaval… and close to 80% of CEOs expect high/very high level of complexity over five years

5

Nearly three fourths of executives believe reaching out to customers via social media will help them increase customer advocacy

6

Capitalizing on collective intelligence

7

With open boundaries, conversations are starting…

8

9

10

Organizations create value in many ways

11

In a Social Business people connect and interact in digital spaces within, across, and beyond an enterprise to create value and achieve business objectives

12

…leading to some common patterns and principles

13

Social Business adoption is a journey that requires change leadership, guidance, support, and a continual focus on business and individual value

14

Procesos de negocio “sociales”

Desarrollo de producto servicio

Marketing, Servicio al cliente

Profundizar relaciones

con clientes

InnovaciónEficiencia

operacional

Optimización fuerza de trabajo

Operaciones Recursos Recursos HumanosHumanos

Negocio tradicional

Un negocio “social”

Mercadeo 'Push' a través de canales tradicionales

Control sobre la imagen y comunicación de la marca

Invertir en R&D Generar nuevas ideas

internamente Prueba ideas en el

mercado

Genera un diálogo para generar ideas innovadoras acelerando el time to market

Comunicación basada en correo y voz

Conocimiento en silos

Se conecta con redes profesionales para responder a oportunidades de negocio rápidamente.

Crea relaciones de confianza y mejora ventas con mensajes relevantes a través de sus canales

Crea lealtad a través de comunidades y diálogo

15

Leadership, Innovation, Productivity:How Social Business Can Take You There

AT&T Case

16

At AT&T, Social Media Is Not Just Another Marketing Tool

1. Customer Service2. Public Relations3. Employee Engagement4. Loyalty-Building5. Collaboration/Knowledge

Management6. Networking7. Thought-Leadership8. Customer/Employee Acquisition

Social media provides an opportunity to reach people on a whole new level to include:

For the enterprise,the best way toquickly gain socialmedia credibilityis Customer Care.It’s pretty muchtable stakes.

17

Collaboration: The Path to “One AT&T”

• Unifying a post-acquisition, post-rebrand workforce• Rallying around one shared vision and set of business

objectives• Breaking down business unit and geographic silos• Creating access to people, information and ideas• Retaining institutional knowledge and sharing best

practices• Embracing a collective spirit of innovation and

connection

18

Our Journey to Social Business

19

Social Media at AT&T:Getting Past Policy So We Could Get to Work

20

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• 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 internally• 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• Discipline for violations made clear

21

Getting Started: Launching tSpace• tSpace on Lotus Connections

– Provide better way to find info– Keep knowledge accessible– Retain as people move into new roles or leave the business– Create logical home for user-generated content

• “See what happens” with tools– Blogs– Wikis– Bookmarks– News sharing

• Wiki culture emerged– By end of 2009, more than 14,000 wiki pages in more than 500

spaces– All organic growth– No marketing or incentives

22

Getting Started: Launching tSpace

23

Next Step: Cultivation & Adoption

• Blogs as tool to address needs ID’d in Employee Engagement survey

• Social media reverse mentors for senior leaders• Implementation of Connections updates

– Communities– Discussion forums

• Custom development on platform for other collaboration– tStorms– Profile badges

24

Next Step: Cultivation & Adoption

25

Today: Focus on Profiles & Communities

– >124,000 employees have used at least one feature of the platform

– Visits up 897% YOY– Profiles views increased 5,599% YOY– 90% increase in employees with connections/network– 4,114 % increase in Profile updates– 2,145% increase in Wikis– 25,263% increase in Communities– 98% growth in Communities members– 93% increase in blog contributors– 97% increase in Files shared– Page views up 453% YOY– Communities page views up 8,882%– Wiki page views up 1,676%.

tSpace usage up nearly 2000% in 2010 and 2600% from 3Q09 to 3Q10:

26

Today: Focus on Profiles & Communities

27

Benefits to the Business

28

Alinear objetivos y cultura organizac

Generar relaciones de confianza

Experiencias excepcionales

Nivel social de procesos de negocio

Diseñar pensando en social

Analizar su información social

29

Camilo RojasCamilo RojasSocial Business EvangelistBrand ManagerIBM Software GroupSpanish South America

camilor@co.ibm.com+57-318-2210-009T: @camilo_rojas

Gracias