The Vitrue Live Blogging road show is rolling again! This time we were at Blogwell Dallas to bring you super useful social marketing resources from some of the the world’s largest, most powerful brands. Below is our recap of the main track. We also invite you to visit the official SocialMedia.org live blog and our Top 20 Ultimate Crowdsourced Tweets.

This LIVE BLOG was captured on 1/24/12 in Dallas Texas at The Old Red Museum. Join us for the next Blogwell Live Blog from San Francisco on 3/27/12.

2:30 e.s.t. AT&T: Blair Klein, Executive Director, Emerging Communications
Learn how AT&T brought social media inside the firewall to create powerful business results. Twitter: @ATT @BKlein34

• AT&T focuses on “Internal Social Business” as much as social media.
• Good social delivers faster communications, ups productivity and employee engagement.
• Social business is helping teams reach their goals.
• Social business is subject matter expert finding.
• Social business is crowdsourcing, rating & ranking.
• Internal social business operates behind the firewall.
• “Profiles” is AT&T’s phone directory on steroids. $80m in productivity increase in 5 years.
• They use social badges to enhance profiles and recognize achievement.
• Employees form communities and sub-communities for fun or collaboration.
• Internal wikis are for knowledge capture and info gathering.  Glossary, FAQs, etc.
• AT&T aspires to do more employee video, made as quick and easy as possible.
• They have found employees of all ages adopt social tools, they just want a guide.
• To help internal social adoption, they set up a coaching/mentoring system.
• Internal social usage must be incentivized. Doing so yields high adoption results.
• AT&T’s internal social platform is called tSpace.
• Employees seemed to adopt internal social communities the most.
• Don’t launch everything at one, show success with one tool at a time.

3:10 e.s.t. Coldwell Banker Real Estate: David Siroty, VP, Communications
Learn how Coldwell Banker is using video to change the real estate world. Twitter: @ColdwellBnkr @DSiroty

• Having a YouTube channel helps if you have no TV budget.
• Having a YouTube channel helps if you want to excite your network
• Having a YouTube channel was an innovation that improved home shopping.
• The challenge was to make it more than a one-time place to visit.
• The challenge was to make it more than a short-term promotion.
• The challenge was to make it more than TV ads and brand promos.
• They leveraged their existing advertising relationship with Google.
• The result was Coldwell Banker On Location.
• They wanted to aggregate content, create a positive experience, and have great content.
• Automatically when a home sells, that video comes off YouTube.
• This involved changing the culture of the independent real estate agents.
• You can connect right to the agent through YouTube after viewing a house video.
• Homes with video get 20% more leads than homes without video.
• Shoppers can post a home they’re considering on Facebook for their friends to comment on.
• Mobile is huge for consuming home shopping videos.
• They let the agents police themselves in terms of the appropriateness and quality of videos.
• Videos have made agents realize the copy in their written listings is really bad.
• 72% of sellers want agents who do video.  Only 12% of agents do it.  You do the math.

4:10 e.s.t.  Social Media Ethics Briefing: Staying Out of Trouble Andy Sernovitz, CEO at SocialMedia.org. Twitter: @SocialMediaOrg @Sernovitz

As audiences and individuals increasingly demand openness and transparency, employees are responding by commenting or participating in conversations using social media tools. Everyone involved in social media — marketing, communications, legal, HR, sales, customer service, etc. — needs to be ready to answer questions. Andy Sernovitz talks about the fundamental guidelines as drafted by SocialMedia.org in the Disclosure Best Practices Toolkit.

• How do we get people to share our message for us?  We have to have their trust.
• The difference between being honest and being sleazy is disclosure.
• Disclosure does not hurt the effectiveness of your marketing.  No one will get mad if you tell them up front you’re a paid spokesperson for a company.
• It’s a legal requirement by the FTC, it’s the law, to disclose if you’re being paid for an endorsement.
• Require disclosure and truthfulness in all your social media outreach.  Don’t lie to people.
• Monitor the conversation and correct misstatements.
• Create social media policies and training programs.
• If you want to stay safe, never pay cash for social media.  Money changes everything.  As soon as you pay, it’s not social media, it’s advertising.
• Disclosure, to the feds, means clear, conspicuous, and understandable to the average reader.
• This phrase will keep you in the clear, “I work for ___ and this is my personal opinion.”
• Who are you?  Were you paid?  Are you giving an honest opinion based on a real experience?
• You as a brand are responsible for what an agency or employee or contactor does in your behalf.
• The point is to not ethically mess up and taint social media as happened to e-mail.
• Not only is the FTC cracking down, so is Google and Facebook.

4:50 e.s.t. United Airlines: Lora O’Riordan, Manager, Social Media Programs
Learn how United uses Tweetchats to connect with their followers. Twitter: @United

• When they went through a merger, they started completely over with their Twitter accounts.
• Twitter technology did not allow the United and Continental feeds to merge.
• They started a monthly Tweetchat to talk about the new airline.
• Determine the best topics to engage consumers.
• Invite subject matter experts to participate.
• Use a dedicated hashtag for your Tweetchats.
• Volunteers act as hub directors, sending the questions to the right expert.
• They measure new followers, unique chatters, # of captured tweets and participation growth.
• The chats gave them insight into their users to use on their other social streams.
• The chats also give product teams direct feedback from customers.

5:30 e.s.t. AMD: Jon Peters, Mobile & Social Media Strategy, Online Marketing
Learn how Advanced Micro Devices is using social media to connect with fans. Twitter: @AMDNotebook @JonRPeters

• Their goal was to drive brand awareness to tech oriented females and mainstream consumers.
• They also wanted to identify enthusiasts and gaming advocates, increasing their engagement.
• The campaign was around Battlefield 3 and was executed on a Facebook tab.
• They fan gated to give access to the campaign.
• Separate imagery targeting women and mainstream, another for experience gamers.
• They backed up the campaign with two separate blogs for the two targets.
• They gave away prizes through the 6 weeks of the campaign, announcing winners.
• Though the campaign was Facebook driven, they used Twitter to back it up
• The legitimate winners showed them that they were successfully reaching the target audience and goals.

***Be sure and nominate your Community Manager for the 2012 Vitrue Community Manager of The Year Award. 3 finalists win FREE trips to Las Vegas for the 2012 Vitrue School for the Socially Gifted plus many more incredible grand prizes.***