Going Android: A look at AT&T’s Media Relations

In this blog I will take a look at AT&T’s media relations strategies and what a better way to do this than looking at AT&T’s recent announcement about the companies first device on the Android platform. If you haven’t heard yet, AT&T announced on February 18 that the company will soon be releasing the new “Motorola Backflip,” the first offering from the company that runs on the Android network. Exciting stuff, huh? I guess so but I’ll admit I had to a little more research to find out what exactly the Android platform actually is. Basically, it boils down to this: while the iPhone is Apple’s smartphone, the Android platform is google’s attempt to jump on the smartphone bandwagon and allow companies and developers to use the Google software to create cool phones. One of the unique things about Android is that Google is actively developing the software but gives it away for free for hardware manufacturers and phone carriers who want to use Android on their devices. To learn more about Android, check out this article.

Okay, so now that we know what Android is let’s take a look at AT&T’s media relations strategies and see what they did to generate “buzz” for this new product announcement. The most obvious and basic way the company helped get the word out about the Backflip (think PR 101 day one) was to release a press release about the new phone offering. The press contains all the basic information that you’d expect such as the name of the device, some its key features as well as pricing and availability. Just when I was getting bored reading through phone’s technical features in the press release, aha a link. In addition to all the technical information and lingo, AT&T through their press release directs consumers and media to their Motorola Backflip Website which contains additional information on the phone as well as a very hip, catchy video which does a good job in making you think the Backflip is basically the next best thing since sliced bread…Okay, all kidding aside, the interactive video does do a good job at showing off some of the phones cool features as well as it’s unique, visually appealing design. From a media relations perspective, the press release and product website work well together to give a pretty comprehensive look at the new offering from AT&T and generate some hype and excitement for the phone. Are you ready to run to your local AT&T store to try be the first of your friends to get the new Backflip? Hold your horses as the devise won’t hit shelves until March 7, 2010. Taking a media relations perspective once again, it’s important to note how the press release and product website were unveiled about 3 weeks prior to phone’s actual release date, to help begin the process of “getting the word out there” and generating buzz.

Another cool and unique feature of AT&T’s press release which most certainly speaks to the power of today’s bloggers and social networkers is the little “Sharethis” icon at the bottom of the release. If you’re not familiar with “Sharethis”, it’s a great service that lets you share virtually anything online with your own social networks including Facebook, MySpace, Twitter, personal email accounts and more. So basically at the simple click of a button, you can help advertise for AT&T through online word of mouth marketing. While only a small segment of consumers will actually use this feature, it’s another creative way to help extend the life of a press release and get the word out to consumers and the media.

In addition to the press release and product website, another way that AT&T helped get the word out about the Backflip to the media and consumers was through their own social media sites including Facebook and Twitter. While one might only think of Facebook and Twitter as a way to get in touch with consumers, there’s been more and more evidence of late that Twitter in particular is not just a great way to reach consumers, but also a good way to reach reporters, who in this age of online social networking are using Twitter more and more to “follow” companies that fall into their line of reporting (or “Beats” as we say in the industry). AT&T used Twitter and Facebook to help generate additional exposure for the product announcement by posting status updates such as “Don't Miss a Minute of Action with AT&T's Latest Mobile TV Device” with a link to the company press release. You can bet that among AT&T’s 22,000 Twitter followers, some of these people are technology reports, technology bloggers etc… who use these social networking sites as a way to stay on top of the major mobile phone service providers and other technology companies. By using Twitter and Facebook to further draw attention to the company’s press releases, AT&T helps increase their own visibility and make sure their exciting product announcements do not get missed.

Furthermore, it seems like these strategies work. Not only does AT&T’s Facebook page have hundreds of comments & posts about the Backflip (mostly from consumers who are interested and excited about the phone) but there have been literally hundreds of articles written about the product announcement in the last week. Some examples include articles in: USA TODAY Examiner, Dallas Morning News, and NBC Bay Area ,

Overall, I think AT&T has done an amazing job creating “buzz” about their upcoming release. I only have one criticism for them and it may be “minor”… isn’t it proper PR etiquette to put a media contact on a press release? Maybe for major corporations it is not needed, but that is the only thing I see as a “flaw”. In the end, I think AT&T has achieved what they wanted: media hits, and consumers longing to get their hands on the newest piece of technology out there! With about two weeks to go, let’s see what else AT&T has up their sleeves to generate long lines outside stores (like they did once before, with the release of the iPhone!). Drivers beware of manic technology geeks the morning of March 7^th!

A-lways, T-alking T-echnology: AT&T is a Social Media Powerhouse

Social Media is the newest and rapidly growing phenomenon amongst corporate America. As a communications company, AT&T is on the forefront of connecting with consumers on a personal level through social media. When doing some research, I was bombarded with so many of AT&T’s social media websites. Enough is enough! I’d be here for hours on end talking about what they are doing. I think it would be easiest to talk about what they are NOT doing. Is it okay for me to call them social media “whores?” By all means, it surely is not negative! They have multiple accounts on Facebook, Twitter, YouTube, and Flikr for consumers, small businesses, enterprises, corporate and community relations. In this blog, I will attempt to analyze AT&T's social media practices and see what they are doing well and what they could be doing better from a social media public relations perspective.

For a list of all AT&T social media links, click here.

Because AT&T does so much with social media, I have decided to break down my thoughts into categories based on the type of social media use! I hope this reads easily for all of you!

Facebook

So we all know Facebook is used by what seems like EVERYONE on the planet for peer-to-peer communication. But now, shrewed businesses are starting to jump on the Facebook band-wagon to enhance their relationships with current and potential consumers.

With over a quarter of a million fans, AT&T has multiple tabs peeking different types of consumer interests. These include: ATTCustomerCare with photos of who is responding to consumers questions, discussion boards that are separated by region, an exclusive AT&T “Olympic Section", where customers can download one of a kind soundtrack and ringtones with the proceeds benefiting the USA Olympic team, an iPhone news section for you iPhone users out there and MANY more.

One of the most interesting and cool features of AT&T's Facebook page is that it is constantly being monitored by AT&T's Customer Care team, who responds in real-time to customer inquiries, complaints, questions etc. If you look, some responses are answered as quickly as within 5-10 minutes of their original post time. Now that's what I call good customer service!! And as an FYI to Verizon who doesn't do this (but more on this later...) it not only helps customers with their questions, it looks REALLY good to prospective customers visiting AT&T's Facebook page to see the level of staff resources right at their fingertips, literally.

In addition, they take the "typical" Facebook layout to the next level; AT&T uses their own color scheme and template throughout their various Facebook tabs. The page is even more interactive and engaging by the use of macromedia flash/shockwave with celeb endorser Luke Wilson talking about what AT&T offers.

Twitter

Twitter is the "new kid" on the block that is quickly gaining momentum, and AT&T seems to "tweet" all day long... with an average of 3-5 tweets per day. With 4,165 followers, the corporation posts everything from random tips on how to use your phone, how to better utilize phones features and current news happenings and events. ShareATT is just their general Twitter page; they also have links to other Twitter accounts specializing in CustomerCare, Deals, and News. By doing this, AT&T allows consumers to consistantly learn something new about their phones so that they never get sick of what it offers! I have so many features on my phone (a Blackberry Tour) that I don't even know how to use, and I would love to be taught on how to use them! Another positive for AT&T! I know that Verizon offers tetorials on how to use phones in store; but to be honest, nothing says "geek" more than attending a class at your wireless store!

AT&T also "follows" 376 people who are probably key influencers to the company. This enables them to see if their followers mention anything about the AT&T or the technology industry in general. This keeps the organization abreast of what other's are thinking and saying about them and this is another intelligent way that AT&T gains an advantage over their competitors via social networking.

Blogs

AT&T utilizes the popularity of blogs by reaching out to mom's-to-be! The blog titled, “Calm Cool and Connected”, a blog that is written by AT&T employees who are parents and/or expecting themselves. I believe this is smart of the company because it brings a big corporation down to a personal level. Along with with other telecommunication companies, AT&T is involved with the “Text 4 Baby” campaign, which sends customized tips to help mom’s-to-be along the duration of their pregnancies. As a consumer I think it is neat to know that AT&T workers care not only about the company and its profits but also helping its customerspersonally. It is also a great consumer PR tactic that helps AT&T develop better relationships with their customers.

YouTube

AT&T built its own customized YouTube page with playlists of Commercial, job, U-verse, and Device related videos. Although the page is eye-catching, I must give props to Verizon's page for an overally more interactive and appealing YouTube site than AT&T's. Nontheless this is another way AT&T reaches consumers through digital video content in a blog-like forum that allows users to comment and share with friends.

Flickr

Although AT&T does not activate their Flickr account, a popular photo sharing website, as much as some of their other social media tools, it is just another way of being connected with more people. AT&T posts pictures from events they sponsor and allows viewers to comment.

Seasonal Promotions

AT&T is constantly brainstorming new campaigns and seasonal promotions to keep the population aware of their cross promotions. In honor of Black History Month, AT&T has decided to revamp its “28 Days” online community campaign, which is an interactive community targeting African American consumers. Launched last year, it’s website utilizes rich media and is very entertaining. (I must say, I love the music that plays!)

As said by Laura Hernandez, executive director of marketing management, "Last year, we built some equity on Facebook, but this year we decided to take it up a notch, and so we added some additional media channels and the speaker series" (DMnews.com).

Therefore, AT&T is continuously evolving by thinking of new ways to use social media to reach their consumers. They are encouraging them to partake in this online self-inspiring goal fulfillment activity. This allows consumers to communicate with each other about goal oriented ideas while AT&T acts as the common link that connects them.

There are other examples of how AT&T uses social media to target specific segments of the population. In the summer, AT&T sponsored a campaign for the Vans Warped Tour that targeted teens. Through this campaign, the corporation demonstrated their advancements in music technology by setting up a text message service that provided tour updates and special offers.

Also, for you U-Verse customers who can't get enough of the Olympics, AT&T is offering an exclusive Olympic application/channel that allows you to watch multiple sports at once. To learn more about it view this video! I am certainly going to be going over my friend's house to check this out later!

More on Competitors

Verizon has many of the same social media outlets, but they don’t seem to be activating to the degree AT&T is. For example, on their Facebook page, I do not see Verizon Customer Care people interacting with consumers questions and concerns. It is clear that Verizon isn’t taking social media to the next level in terms of personalized consumer interaction and real time responses to customers. Verizon has roughly four times as many fans on Facebook than AT&T but is doing less. As a Verizon customer, I am disappointed, and I would much rather write post or a message that I know would be answered promptly than spend hours on the phone with Verizon customer service. With the largest network in the country can’t Verizon afford to staff customer care people to monitor and answer social media inquiries?!?

Not only that, but AT&T is gaining a major advantage over their major competitor by engaging in real time dialog with their customers to see how their products and services are being received in the market place. This allows for them to not only to act quickly and make necessary changes when there is an issue, but allows them to engage in strategic risk and issues management practices.

Final Thoughts

I think it is pretty difficult for me to state how I believe AT&T should further be utilizing new and social media. Since I am particularly interested in music, my only suggestion to AT&T was to gain a better presence on MySpace. MySpace is a great way for AT&T to cross brand with bands and their music by offering consumers exclusive ringtone and other download offers.

I think other corporations should use AT&T as a template of how to enhance their social media skills. Having specific social media accounts for different public's allows the company to personally reach that public's and their interests. For example, consumers who have a small business can follow AT&T's small business twitter. AT&T is ahead of the game as far as corporation's branding themselves by using new media---so nothing but praises go out to them!

Introduction: AT&T's Way of Communicating

What comes to mind when I hear AT&T? I think of Luke Wilson throwing postcards all over a giant map of the United States for one of their commercials. AT&T vs. Verizon commercials are like the new Mac vs. PC wars. They are quite amusing and creative.

I must say, I am not an AT&T subscriber. I know, don’t hate me; but if it wasn’t for the fact that I am on a family plan and my father doesn't get cell phone service out of his home office, then we would possibly be an iPhone family. If it matters, my older brother, who resides in Michigan, is part of the AT&T clan and persists we need to get iPhones.

So why did I do I care enough to have created a blog about AT&T you might ask? Because they are a Fortune 100 Company that is continuously evolving; constantly coming up with new ideas and strategies to connect with their consumers, while keeping their competitors on their toes. AT&T has utilized new and social media by creating Facebook, Twitter, Flikr, and YouTube accounts and is highly involved in community relations. They are currently helping Haiti by donating proceeds to the relief efforts.

Dallas based AT&T is an Internet, wireless, and cable 3G network company who’s mission is to connect their consumers with their world, whether it is for work, leisure, or both. Ranked #1 in Fortune 100’s “World’s Most Admired Companies,” AT&T takes pride in delivering new solutions and passionate customer service to their consumers. AT&T has been rewarded several other awards this year such as the Frost & Sullivan 2009 North American Portfolio Leadership of the Year Award. (Click here for complete list).

AT&T takes pride in its reputation—so much so that they have been recognized as the #1 “2010 Customer Loyalty Index Rates Based on Network Quality, Technology Leadership and Competitive Plans.” They maintain this reputation by being diligent with their customer service. When browsing their Facebook page, AT&T professionals are very consistent in answering consumers questions and concerns.

As always, with the positive does come the negative. AT&T has been under some scrutiny the past year with union workers due to expired contracts. With wireless phones increasing in popularity, AT&T’s land line business is declining. This past March, union workers right down the road from me in Connecticut protested against the company because they were in fear of losing their jobs and its benefits (WTNH). In January, AT&T announced that they could cut up to 160 jobs in the CT Union by February 19^th. With this date approaching and no negotiations yet made, I will keep this on my radar.

Just yesterday, the company reached an agreement with nearly 30,000 union workers in Southeast states including Alabama, Florida, Georgia, Kentucky, Louisiana, Mississippi, North Carolina, South Carolina, and Tennessee. The new contract provides a 3% base salary increase in the first two year, and an increase of 2.75% in the third year, as well as pension increases.

AT&T has also encountered criticism and even lawsuits regarding their 3G network and the iPhone. Slow connectivity and frequent dropped calls have left many users unhappy. It is a public relations “no-no” to shift the blame to consumers when something goes wrong with a product. Unfortunately, back in December, some critics, like Tech Inciter David Coursey, felt AT&T was trying to push their malfunctions on their consumers.

Wisely, AT&T took this criticism as an opportunity to better their reputation. Ralph de la Vega, president and chief executive for mobility and consumer markets at AT&T told the New York Times that 40 percent of AT&T’s data traffic comes from just 3 percent of its smartphone customers. AT&T plans on educating its consumers so that they become aware of how much data they are using, in hopes that they will cut back on usage. Do they really think this could work? This is the generation where people want things NOW, I do not think they will be willing to be educated on how to cut back on, for a lot of people, an addiction. In addition, I think it was even poorer of Mr. de la Vega to propose a potential “pricing scheme” in hopes that people will cutback on usage. Has AT&T gotten feedback from their consumers asking how they feel about these possibilities? Possibly.

In December, AT&T did take the right step towards listening to consumers by introducing a new iPhone application called “Mark the Spot”, which allows users report data problems, dropped calls and spotty coverage. By doing this, AT&T is taking the opportunity to show their customers that they value their feedback, wants and needs. The corporation has also taken steps to improve their network reception. It has been said that New York City’s network has improved month by month since the fall of 2010.

All and all- AT&T is a company that has it’s “ups and downs;” we all know there is no corporation with a perfect track record. I will give it to AT&T and applaud them for continuously evolving their strategies to fit what their consumers are looking for in the "perfect" telecommunications company. Going forward, however, they will have to overcome some PR obstacles especially the common perception that their service is inferior to that of their major competitor, Verizon.