© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.

Is social media a fad or the biggest thing since the Industrial Revolution?

Christopher N Baccus

AT&T

Executive Director of Digital & Social Media

© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.2

© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.3

© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.4

© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.5

© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.6

© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.7

© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.8

What’s the business response?

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You spent how much money on “engagement” and you can’t tell me what the value is?

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Return

On

Engagement

$

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© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.12

A Facebook comment from my co-worker

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How does one measure value?

Use as much terminology as is relevant in your organization today.

Talk about sales conversions or drive to .com

Talk about impressions served

Talk about brand reputation measures

© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.14

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Don’t forget your website

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Are you being seen as a leader?

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Check your organizational egos at the door

Marketing Tabs: Marketing leads offers, sweeps, messaging,

Wall: Communications leads dialog, status

updates and conversation

Purchase: eCommerce leads social shopping and purchase intent

planning

Social Media is not owned by any one organization

Consumer Issues: Customer Care leads issue response and

resolution

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Let’s Talk Shop… Shopping

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Your ex-girlfriend from middle school just bought diapers

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Advice Seeking Give Advice

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Sales

Loyalty

Advocacy

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It’s Ultimately Not About You

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© 2010 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.24