The document discusses how to integrate social media with marketing, advertising, and digital efforts. It outlines Joy Hays' approach at AT&T, which includes discovering overlaps in goals between teams, explaining social media opportunities, agreeing on success metrics, and establishing needs. The document also provides examples of AT&T's social media strategy, including focusing on key themes like network investment, thought leadership, innovation stories, and supporting future leaders. It stresses measuring success through agreed metrics and making adjustments based on lessons learned.

1. How to integrate social media
with marketing, advertising,
and digital
JOY HAYS
AT&T
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

2. How to integrate social media with marketing,
advertising, and digital
Joy Hays - @joyhays
Director, Digital Social Media, ATT
10/28/14
© 2014 ATT Intellectual Property. All rights reserved. ATT and the ATT logo are trademarks of ATT Intellectual Property.

3. @joyhays
Earned Media
Paid Media
© 2014 ATT Intellectual Property. All rights reserved. ATT and the ATT logo are trademarks of ATT 2 Intellectual Property.
Digital/Web Properties
• Sites
• Blogs
• Social Channels
• Mobile Sites
Advertising
• PPC
• Retargeting
• Social Media
• Paid Influencers
• Affiliates
Sharing
• Mentions
• Reviews
• Posts
• Shares
• Comments
Social and SEO
Owned Media

4. 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
@joyhays
© 2014 ATT Intellectual Property. All rights reserved. ATT and the ATT logo are trademarks of ATT 3 Intellectual Property.

5. @joyhays
Digital
Ads
Customer
Experience
Social
Content
Blogs
Banners
Direct
Mail
Emails
Mobile
Apps
Website
© 2011 ATT Intellectual Property. All rights reserved. ATT and the ATT logo are trademarks of ATT 4 Intellectual Property.

6. @joyhays
© 2011 ATT Intellectual Property. All rights reserved. ATT and the ATT logo are trademarks of ATT 5 Intellectual Property.

7. Our approach for bringing the company together through social media:
@joyhays
1. Discover the overlaps in goals
2. Explain opportunities for social
3. Agree upon what success looks like/outputs created from work
4. Determine needs to make it work
5. Establish metrics; benchmark, track and adjust
© 2014 ATT Intellectual Property. All rights reserved. ATT and the ATT logo are trademarks of ATT 6 Intellectual Property.

8. • Brings all key stakeholders to the table for
conversation
• Obtain executive support early
• Allows for opportunity to focus efforts holistically
• Helps prioritize goals
@joyhays
© 2014 ATT Intellectual Property. All rights reserved. ATT and the ATT logo are trademarks of ATT 7 Intellectual Property.

9. ATO Priorities
Innovation
• Telling our innovation story – digitally
• Engaging new audiences with innovation stories
• Humanizing the ATT innovation story
• Expand opportunities for influencers to experience ATT
innovation first-hand
Network
• Investing in network innovation
• Maximizing project VIP rollout
• Sharing network performance
• Protecting the ATT network brand
• Connecting the success of IT and supplier diversity programs
• Big data
• GigaPower/Connected Community
© 2014 ATT Intellectual Property. All rights reserved. ATT and the ATT logo are trademarks of ATT 8 Intellectual Property.

10. Proposed ATO Content Mix
@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
© 2011 ATT Intellectual Property. All rights reserved. ATT and the ATT logo are trademarks of ATT 9 Intellectual Property.

11. • 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
@joyhays
© 2014 ATT Intellectual Property. All rights reserved. ATT and the ATT logo are trademarks of ATT 10 Intellectual Property.

12. Proposed ATO Channel Strategy
Network Investment
Performance
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
@joyhays
Thought Leadership
Innovation at Work
Next-Gen Leadership
Drive conversation around
ATT 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
© 2011 ATT Intellectual Property. All rights reserved. ATT and the ATT logo are trademarks of ATT 11 Intellectual Property.
Highlight ATT’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

13. What level/tier is the effort?
What role do they envision
@joyhays
social playing?
Budget/Time/
Resources
Discussion
© 2014 ATT Intellectual Property. All rights reserved. ATT and the ATT logo are trademarks of ATT 12 Intellectual Property.
Identify and agreed upon
collaborative workflow
Establish clear lines of
ownership for all program
Establish deadlines and
deliverables for stakeholder

14. © 2014 ATT Intellectual Property. All rights reserved. ATT and the ATT logo are trademarks of ATT Intellectual Property.
ATT Proprietary (Internal Use Only) Not for use or disclosure outside the ATT companies except under written agreement.
13
Tier 4 – Just a Tweet
Tier 3 – Sharable Story
Tier 2 – Integrated Plan Tier 1 – Companywide
Campaign

15. • Establish total group ownership of the program’s performance – one team
mindset
@joyhays
© 2014 ATT Intellectual Property. All rights reserved. ATT and the ATT logo are trademarks of ATT 14 Intellectual Property.
Top traffic sources
• Social Media
• Paid Search
• Display advertising

16. • 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
@joyhays
© 2014 ATT Intellectual Property. All rights reserved. ATT and the ATT logo are trademarks of ATT 15 Intellectual Property.

17. Shared experiences are forms of
social currency.
- Brian Solis
Joy Thao P. Hays, @joyhays
Director, Digital Social Media
ATT, Corporate Communciations
© 2014 ATT Intellectual Property. All rights reserved. ATT and the ATT logo are trademarks of ATT Intellectual Property.
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18. Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014