Building Brand Ambassadors from within your organization

AT&T created an internal ambassador program to leverage the wealth of knowledge within the organization with its external audience. The program includes more than 140 AT&T employees across the business functions who actively blog, network and engage with the external audience.

The program has produced increased social referral traffic into att.com properties, increased social interactions and had a significant impact on awareness for AT&T in emerging areas of the business. The case study will cover the keys to success in creating an ambassador program:

• Identify objectives and a vision that align to business priorities – don't create an island
• Find an executive champion
• Build your program based on objectives and vision, keeping growth and expansion in mind
• Find and nurture your experts
• Understand the importance of community management
• Track progress and share