AT&T
AT&T is a well-known brand in the telecommunications industry, but in the B2B space, the company was looking to explore new ways to enhance its capabilities and expand its business. To achieve this goal, Sam was brought in to develop a digital strategy that would allow the company to leverage its experts and showcase its expertise.
Sam and his team set out to build a program that would set AT&T apart in the congested digital landscape as the thought leader in their industry. To maximize the potential of this effort, Sam and the team developed a content marketing strategy that included insights from AT&T’s very own executives and experts across the web, blog, and social media.
The team developed the "Networking Exchange Blog" program, which was a first-of-its-kind initiative in the industry. The program featured a community of more than 125 AT&T experts and industry influencers across cybersecurity, wireless/mobile, and IT infrastructure, who were trained to blog and promote their work on social media. Sam and his team created a gamification element that would reward bloggers for their views, comments, and social media activity, with ongoing awards and recognition.
The "Networking Exchange Blog" program allowed AT&T to share its thought leadership and expertise with a broader audience and position itself as a leader in the industry. The gamification element of the program also incentivized experts to participate actively, resulting in increased engagement and social media activity. Ultimately, the program was a resounding success, winning several marketing awards and earning recognition in the book "The Social Employee" by Mark and Cheryl Burgess.
AT&T
AT&T is a well-known brand in the telecommunications industry, but in the B2B space, the company was looking to explore new ways to enhance its capabilities and expand its business. To achieve this goal, Sam was brought in to develop a digital strategy that would allow the company to leverage its experts and showcase its expertise.
Sam and his team set out to build a program that would set AT&T apart in the congested digital landscape as the thought leader in their industry. To maximize the potential of this effort, Sam and the team developed a content marketing strategy that included insights from AT&T’s very own executives and experts across the web, blog, and social media.
The team developed the "Networking Exchange Blog" program, which was a first-of-its-kind initiative in the industry. The program featured a community of more than 125 AT&T experts and industry influencers across cybersecurity, wireless/mobile, and IT infrastructure, who were trained to blog and promote their work on social media. Sam and his team created a gamification element that would reward bloggers for their views, comments, and social media activity, with ongoing awards and recognition.
The "Networking Exchange Blog" program allowed AT&T to share its thought leadership and expertise with a broader audience and position itself as a leader in the industry. The gamification element of the program also incentivized experts to participate actively, resulting in increased engagement and social media activity. Ultimately, the program was a resounding success, winning several marketing awards and earning recognition in the book "The Social Employee" by Mark and Cheryl Burgess.
