We’re not going anywhere

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In order to survive the next 50 years, AT&T just needs to continue doing what it’s doing. AT&T has the ability to survive for many centuries to come for several reasons. First of all, the company does a great job of fitting the customer’s needs and that’s what keeps a company going. The company is always making improvements to better itself. Just last year it invested nearly $20 billion in wired and wireless networks. That money made more than 160,000 wireless network improvements. 4G LTE was greatly improved with 766,000 square miles of additional coverage, and now 4G LTE covers over 170 million people. The Wi-Fi improved as well with 33,000 Wi-Fi spots in service.

            AT&T also does a great job of weathering controversy. In the incident on 9/11 when the company posted a picture on Twitter that people saw as offensive, the picture was taken down and apologies were made. This showed customers that AT&T cares about what they think and reassured any of the customers that started to think badly of the company. If AT&T continues to weather controversy well, they will be able to get out of sticky situations and keep a positive reputation.

            It is also very important that the company continues to reach out worldwide. AT&T CARES is a great program that helps countries where AT&T does business. The program plans to provide $255,000 to 51 organizations globally. Just last year 5,8 million volunteer hours were donated by past and present employees for a total of $129 million associated with volunteerism. Not only does the company provide to other countries, but also AT&T does a great job of communicating with other countries. The AT&T Telepresence Solution connects teams, colleagues, and clients. It allows teams to interact more frequently with clients and have face-to-face meetings without the delays or travel costs. There are offices in Sao Paulo and Rio de Janeiro, Brazil and New York and San Francisco, USA.

            Finally, it is important to continue to have the next big thing. AT&T does a great job of offering things that no one has seen before. One example is the digital life homecare packages. These packages allow customers to monitor and access their home’s security from their phone, computer or tablet. Customers with the smart security package can receive text or video alerts of events that happen at home, arm or disarm their alarm, and monitor their motion sensors all from their phone or computer.

            So as you can see, AT&T is set for many years to come if they continue to fit the customer’s needs, weather controversy, reach out worldwide, and innovate. The way the company has handled these things has not only kept it alive for this long, but it also continues to become stronger and stronger.

 

Sources:

 

2012 Network Improvements. (n.d.). Retrieved October 4, 2013, from AT&T Investment Drives Service Improvements: http://www.att.com/Common/about_us/pdf/network_investment_infographic.pdf

 

Enterprise. (2013, May 8). Retrieved November 12, 2013, from AT&T: http://www.corp.att.com/canada/news/20130508.html

 

Enterprise. (2013, September 5). Retrieved November 12, 2013, from AT&T: http://www.corp.att.com/canada/news/20130905.html

 

Petrecca, L. (2013, September 12). AT&T makes controversial connection to 9/11 anniversary. Retrieved October 7, 2013, from USA TODAY: http://www.usatoday.com/story/news/nation/2013/09/11/att-tweet-sept-11-controversy/2801591

 Photo courtesy of http://diversitymbamagazine.com/diversity-mba-magazine-honors-four-att-executives

Our social media strategy

Social media has become very important to companies in today’s society because of the growing popularity of each site. People are constantly on their phones or computers looking at Facebook or Twitter, so what better way to brand your company then to make a social media site to market your company or products?   

            AT&T has separate social media marketing teams for the consumer and B2B channels. Social media marketing is very important to AT&T, so the team came up with a campaign of seven steps to help the company create a social media strategy in hopes to increase fans and followers.

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            The first step of the campaign is to develop a social media strategy with a content calendar. The two main pieces of the social media strategy are how often to post and what types of messages do and don’t work. By creating a content calendar, it helped outline upcoming blog posts, events and news items that were shared through Facebook or Twitter. The second step is to build an online community for social outreach. AT&T wanted to take the developer programs they already had and build on them.

            Step three is to continue to improve the content strategy. The company’s sites now offer content such as technical blog posts, sample code on the website and sample apps on the website. Most of the content AT&T focuses on are upcoming product launches and AT&T partner tools. The social media marketing team noticed more awareness from sources of events, webcasts and phone calls with internal and external developers. Step four is to encourage internal experts to provide content to share. AT&T did this by getting internal technical experts involved in the content strategy and the experts became guest bloggers. This allows the people that are behind the scenes to tell the community what they want to do next.

            Step five is to promote social media platforms in email. The company’s monthly email newsletter includes 10 to 20 stories, and the goal of the email channel is to drive traffic to the AT&T website. A blog post or AT&T technical expert is usually featured in each newsletter. Step six is to include social media in sales support. This step focuses on engagement and feedback and using Twitter and Facebook to communicate with customers.

            The final step is to utilize social media at in-person events. The team did this by hosting technical workshops for the developer community. Each event is covered through social media and there is the ability to interact with PR teams through Facebook and Twitter, which allow quick answers to customers’ questions.

            The results of the campaign were amazing. The social media program achieved 113% increase in Facebook fans, 136% increase in Twitter followers, and Klout score increased from 45 to 61. So the campaign was very successful and it proved how important social media is to every company, and how important it is to AT&T.

 

Source:

Kirkpatrick, D. (2012, December 12). Social Media Martketing. Retrieved November 17, 2013, from Marketingsherpa: http://www.marketingsherpa.com/article/case-study/b2b-content-calendar-strategy

We’ve got you covered, worldwide

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AT&T is one of the most honored companies in the world. It has been recognized for helping countries all over the world. Just this past September, AT&T was selected as Meal Exchange’s 2013 supporter of the Year by the Canadian national youth-driven charity. AT&T received this by its financial and service contributions over the past year. The company had donated $5,000 and 48 service hours from employee volunteers to help the organization engage, educate, and mobilize youth to work together to alleviate hunger and achieve food security across Canada. AT&T has a special initiative that awards local funding based on nominations by AT&T employee groups. It is called the AT&T CARES Special Contribution Program. It was established in 2007, and it gives groups with a high record of volunteerism, the ability to identify non-profits that are making a local impact.

            This year AT&T plans to provide $255,000 to 51 organizations globally. The latest contribution by AT&T CARES was to assist a student-led charity that engages in university students that are in service programs to provide food for people suffering from hunger. The point of the AT&T Community Engagement is for employees to volunteer, donate money, and help face issues in the communities where AT&T does business. In 2012, 5.8 million volunteer hours were donated by past and present employees for a total of $129 million associated with volunteerism.

            Brazilian marketing and branding and advertising agency Africa rely on AT&T Telepresence Solution to connect teams, colleagues, and clients. The AT&T Telepresence Solution has four offices. They are in Sao Paulo and Rio de Janeiro, Brazil and New York and San Francisco, USA. The AT&T Telepresence Solution allows the teams to interact more frequently with clients and have face-to-face meetings without the delays or travel costs.

            The AT&T Telepresence benefits Africa a lot.  Africa is able to achieve on demand face-to-face meetings through video, video collaboration anytime and anywhere that allows users to join scheduled meetings by dialing into the AT&T Business Exchange. It also allows a closer and more enhanced communication with clients, partners, and team members. There is faster client response, face-to-face meetings for about 400 employees worldwide, increased productivity and efficiency, and shorter time to organize a meeting with people from different areas.

            These examples show that AT&T is being seen worldwide. People in several different countries know what AT&T is and are honoring it as a reliable company. AT&T not only works with companies and clients internationally, but also provides its users with some of the best coverage worldwide. AT&T has international roaming coverage in more than 200 countries, picture, video messaging and GPRS data services in more than 195 countries, and access to mobile broadband 3G networks available in more than 120 countries.

 

Sources:

 

Enterprise. (2013, May 8). Retrieved November 12, 2013, from AT&T: http://www.corp.att.com/canada/news/20130508.html

 

Enterprise. (2013, September 5). Retrieved November 12, 2013, from AT&T: http://www.corp.att.com/canada/news/20130905.html

Making your life a whole lot easier

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AT&T markets itself to different demographics in many ways. AT&T reaches out to homeowners by having the digital life homecare packages. These packages allow customers to monitor and access their home’s security from their phone, computer or tablet. Customers with the smart security package can receive text or video alerts of events that happen at home, arm or disarm their alarm, and monitor their motion sensors all from their phone or computer. AT&T also has a simple security that is just a package with the door and window sensors, a wireless keypad, and an indoor siren. There are also smart security add-ons such as water package, which allows the owner to shut of water if needed when they are away from the home, the energy package that allows the owner to adjust the temperature or turn lights on or off when they are away from home, the door package that allows the owner to lock or unlock doors from their phone or computer, and the camera package that allows the owner to check on pets while at work or to keep an eye on the housekeepers or kids.

AT&T reaches out to families by their kid commercials. The company has made several commercials asking children questions like, “What is better: faster or slower, more or less, bigger or smaller?” The kids usually have some crazy remark that is hilarious to adults, but makes total sense to kids. These commercials show that the company cares about children and what they have to say. Even if what they say makes no sense and works well to make an advertisement, they care. Another way AT&T markets families is by having bundles. Bundles are like package deals where the customer can get several things packaged for one price. Parents love these because they can try to fit all of their family’s needs with one price. Some examples of bundles are a U-family TV, Internet and Voice packaged for $79 a month, or U-family TV and Internet for $49 a month.

The company markets toward teenagers by having all of the next hot things, having the best coverage and thousands of Wi-Fi spots. AT&T has made improvements so that the 4G LTE now covers over 170 million people, and the Wi-Fi improved with 33,000 Wi-Fi spots now in service. Teenagers are constantly checking their Facebook or Twitter accounts, so having Wi-Fi available is important to them.

Finally, I think AT&T markets to everyone because they have everything! AT&T has phones, TVs, computers, tablets, accessories, and now even digital life. Having a company that has everything in one spot makes life a whole lot easier for everyone. By marketing to everyone, AT&T is getting a lot more business, and having more business allows them to make more improvements so that AT&T is the best it can be.

 

 

Bundle and Save with U-verse. (n.d.). Retrieved November 5, 2013, from AT&T: http://www.att.com/shop/bundles.html#fbid=LKmdfvmQD1Y

 

Digital Life. (n.d.). Retrieved November 5, 2013, from AT&T: my-digitallife.att.com/learn/browse/overview.html

 

2012 Network Improvements. (n.d.). Retrieved October 4, 2013, from AT&T Investment Drives Service Improvements: http://www.att.com/Common/about_us/pdf/network_investment_infographic.pdf

 

Photo courtesy of http://www.foxbusiness.com/technology/2012/01/10/att-to-launch-new-phones-tablet-in-coming-months/

Five-year-olds marketing

            AT&T has some very popular print imagery and video imagery that have turned out very well successful and popular. There are several print advertisements that AT&T has for international roaming that use hands that are camouflaged into animals or objects. The hands are holding a phone and they are painted to look like objects that represent different countries. AT&T then uses text saying, “Best coverage worldwide,” or “Works in over 200 countries, like ____.” For example, there are hands painted to look like elephants and the ad says, “Works in over 200 countries, like India.” Another example is hands painted like the Eiffel Tower holding an AT&T phone, and the ad says, “Best coverage worldwide.” These advertisements are trying to sell AT&T’s products and services because they want to show how the service goes all around the world and it is the best service out there.

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            The most famous imagery from AT&T is the commercials with the little kids. In these commercials a man is usually sitting with children and asking them questions about what’s better: Bigger or smaller? Faster or slower? More or less? The kids then answer with some hilarious response that only a kid would think is logical. These commercials are very comical and I am always ready for the next one to come out. The message they are trying to send is how AT&T isn’t complicated and you can do two things at once with AT&T phones.

            The cool things about these commercials are that the kids weren’t talent and they didn’t have a script. They usually sat with the male actor and talked for about two hours. Sometimes the kids wouldn’t give anything good, but other times they said something perfect. The children also weren’t ever talking about the company or the wireless industry; they were just answering general questions that they thought of on the spot. These commercials have been very popular among television viewers and on the YouTube website as well.

            The commercial “It’s Not Complicated-Werewolf” has 1,302,391 views on YouTube. The man asks the children if they think it is better to be faster or slower. One girl answers saying faster because if you are getting chased by a werewolf and get bitten you will turn into a werewolf. Then it causes all kinds of problems because you have to stay inside and you’ll have to shave because you’ll be too hot. This advertisement is hilarious because some of today’s most popular TV shows are about zombies or werewolves. Here we have a five-year-old talking about werewolves because she is exposed to shows or stories like that and she is only five. I don’t think I even knew what a werewolf was when I was five and if I did I would’ve been scared of them not talking about them like she is in the commercial!

 

Sources: 

Nudd, T. (2013, April 15). How AT&T Got Kids to Make Some of the Year’s Best Ads. Retrieved October 26, 2013, from ADWEEK: http://www.adweek.com/news/advertising-branding/how-att-got-kids-make-some-years-best-ads-148605

 

 

Photo courtesy of http://www.hongkiat.com/blog/creative-ads-from-att-wireless-international-roaming/

Triumphing Controversy

AT&T hasn’t seemed to go through very much controversy or crises, however in March of 2012, AT&T lost a lawsuit over whether or not its highly controversial throttling policy violated the terms of unlimited smartphone contracts. The man who won the case, Matt Spaccarelli, won $850 from the lawsuit. AT&T decided to appeal the decision and Spaccarelli tried to create a viral campaign to force AT&T to stop throttling its remaining unlimited customers. These remaining customers were grandfathered into their plans when AT&T introduced tiered pricing.

            So how did AT&T handle it? Well they weren’t very excited about all of the attention. AT&T wanted to keep Spaccarelli quiet, but Spaccarelli said that AT&T threatened him to shut off his mobile service. AT&T had a spokesperson look into the case more, and they found that AT&T had not threatened to shut of his cell phone service because of the case, but Spaccarelli was violating his contract by tethering his iPhone to other devices, which can result in termination.

            After this lawsuit, the controversy on AT&T’s throttling policies has grown. So AT&T reacted and revised its policies so that the throttling doesn’t start until after 3 GB of usage on HSPA+ and after 5 GB on LTE.

            More recently, this past month, AT&T created a lot of controversy over a tweet related to the anniversary of the 9/11 terrorist attacks. The tweet was a picture of a hand holding up a smartphone with the screen displaying the Tribute in Light. The Tribute in Light is two light beams on the site of the twin towers. ImagePeople responded describing AT&T as tacky and shaming. Many people thought that it was a poor choice of occasion for product placement.

            AT&T handled the controversy by removing the picture and apologizing. AT&T apologized to anyone who felt that the post was in poor taste and said that the picture was meant to pay respect to those affected by the 9/11 tragedy. The apology appeared on Twitter, Facebook, consumer blog, and USA TODAY. AT&T’s CEO, Randall Stephenson, apologized as well saying that he wanted to personally express his apology to the customers, employees, and anyone else impacted by the events of 9/11. He went on to say how he uses this date each year to reach out to people he was with on that day, and reflect on the lives lost and the love of the country.

            I believe that AT&T weathered the 9/11 controversy very well. The post can definitely be seen as controversial and maybe shouldn’t have been posted, however AT&T did the right thing by taking the picture down after seeing the harm and then apologizing. AT&T was successful in weathering the controversy because by apologizing, the company is showing the consumers that they care about their feelings and their beliefs.

 

Sources: 

Fitchard, K. (2012, March 14). AT&T vs. the consumer: The throttling controversy grows. Retrieved October 7, 2013, from GigaOM: gigaom.com/2012/03/14/att-vs-the-consumer-the-throttling-controversy-grows/

 

Petrecca, L. (2013, September 12). AT&T makes controversial connection to 9/11 anniversary. Retrieved October 7, 2013, from USA TODAY: http://www.usatoday.com/story/news/nation/2013/09/11/att-tweet-sept-11-controversy/2801591

 

Photo courtesy of http://www.usatoday.com/story/news/nation/2013/09/11/att-tweet-sept-11-controversy/2801591/

Out with the old, in with the new

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AT&T had evolved dramatically since its development in 1875. In 1875, AT&T started out with only a telephone. Can you imagine? Just a phone, nothing to take with you when you went to class or to a friend’s house, just a phone that stayed at home. Some of us may still have a landline or remember when we didn’t have a cell phone we just had a land line, but it’s hard to imagine those days anymore. The telephone was invented and service was provided from the company. Then the company began networking and opened the first phone line in 1886.  A few years later telephone service began.

            Then comes the television. On April 7, 1927 the first live picture and voice were transmitted by AT&T. Thankfully because what would we do without Netflix and The Voice?! Soon after, an AT&T researcher led a television project to get color television going, and even a two-way interactive television.

            In the 1990s, the company restructured into three companies: a systems and equipment company, a computer company, and a communications services company. The new AT&T really began to evolve into an integrated voice and data communications company. This new company now had three networks- data, broadband, and wireless, and four separate businesses- cable, wireless, business, and consumer.

            We know we all get so frustrated when our cellphones aren’t working or the Internet is slow, well just last year AT&T made several improvements to help resolve this. AT&T invested nearly $20 billion in our wired and wireless networks! Holy cow, I can you imagine how many pairs of shoes you could have with that much money, or how many phone covers?! This money made more than 160,000 wireless network improvements. 4G LTE was greatly improved with 766,000 square miles of ADDITIONAL coverage, and now 4G LTE covers over 170 million people. The Wi-Fi improved as well with 33,000 Wi-Fi spots in service. That’s a lot of Paneras! I’m still not done… this money also helped install 849 Antenna Systems for public and enterprise and deployed 81,000 new antennas. Finally, over 90% of traffic riding over enhanced backhaul. That’s a lot of awesome improvements!

            It’s crazy to think how far AT&T has come! I’m sure Alexander Graham Bell (he invented the telephone) is really proud! I bet back in 1875, they would’ve never thought that we would have all of these cool gadgets! It’s hard to imagine what the world will be like in a hundred years! AT&T also says that the company’s not done. The company says that the labs are constantly evolving and it’s mission and philosophy won’t change. I don’t know about you, but I look forward to the new changes to come..it’s hard to imagine what else there could be!

 

Sources:

2012 Network Improvements. (n.d.). Retrieved October 4, 2013, from AT&T Investment Drives Service Improvements: http://www.att.com/Common/about_us/pdf/network_investment_infographic.pdf

 

Backgrounder. (n.d.). Retrieved October 4, 2013, from AT&T: http://www.corp.att.com/attlabs/about/backgrounder.html

 

Photo courtesy of http://www.talkandroid.com/3614-android-on-att/att-android-2/