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Welcome to the 2010 Digital Marketing World Virtual Conference Series
Taming the Twitter Beast: Going From Micro-blogging to - - PowerPoint PPT Presentation
Taming the Twitter Beast: Going From Micro-blogging to - - PowerPoint PPT Presentation
Welcome to the 2010 Digital Marketing World Virtual Conference Series Taming the Twitter Beast: Going From Micro-blogging to Macro-Branding Jesse Engle, Co-Founder & CEO, CoTweet Frank Eliason, Senior Vice President of Social Media,
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Speakers
- Jesse Engle, co-founder & CEO, CoTweet, an ExactTarget
Company
– First social media engagement platform for enterprises – Used by more than 10,000 companies today – Close working relationships with Twitter and Facebook – Acquired by ExactTarget, March 2010 -- $100M email marketing service provider
- Frank Eliason, SVP of social media, Citibank
– Drives Citibank’s social media programs – Changing the way a global financial institution manages customer relationships – Formerly the voice behind @ComcastCares
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Taming the Twitter Beast
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How to Manage Social Conversations
- Integrated Inbox
- Search
- Assignments
- Email Notifications
- Tags
- Snippets
- Conversation History
- Analytics
- CRM Integration
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Citibank Case Study: Humanizing the Brand
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Building Social Trust: Challenges
- Connect directly with consumers, inform/educate (don’t push
products)
- Transform customer service phone reps into social media reps
- Develop customer service expertise across numerous areas:
how to use your card, card act/FINRA, mortgage laws, government regulations which affect how to answer questions publicly, etc.
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Building Social Trust: Strategies
- Developed formal process for responding to tweets
– Tracking, assigning, exporting, reviews, escalation
- Established formal training program
– Communicated tone and voice, policy and procedures – Created buddy program
- Created policies and procedures
– Gave reps a clear frame of reference to handle various issues – Provided key contacts reps could consult for additional help
- Introduced quality assurance process
– Archived tweets; reviewed and scored responses for accuracy, tone of voice, risk, helpfulness – QA results were fed back into formal policies/procedures and training
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Building Social Trust: Outcomes
- ~3K followers on @citi – news, announcements
- ~3K followers on @askciti – customer support
- 100 reps now on Twitter
- With buddy program, time to train has collapsed significantly
- Customer service reps can now tweet responses without
legal/compliance review. This is a big deal.
- Reps feel more connected to social media community and
have desire to “be the best they can be”
- Looking ahead: reps will have individual employee accounts
via Twitter Contributor (citi_frank, citi_anna)
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Scaling the Conversation: Twitter Contributor
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It’s time to scale
Josh Bernoff and Ted Schadler Forrester Research
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Employee accounts are a natural evolution
Work jesse@cotweet.com Personal jesseengle@yahoo.com Work @Jesse_CoTweet Personal @engle
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Employee accounts humanize your brand…
@Citi_Anna @Citi_Frank @Citi_Ben @Citi_Sarah @Citi_Neal
@citi
Contributors
Citi_Frank
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Drive more conversations…
@citi
Contributors
@Citi_Anna @Citi_Frank @Citi_Ben @Citi_Sarah @Citi_Neal
JohnDoe @Citi_Frank Learned a ton!
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And earn you more media
@citi
Contributors
@Citi_Anna @Citi_Frank @Citi_Ben @Citi_Sarah @Citi_Neal
Citi_Frank @JohnDoe Great to hear! Citi_Anna @JaneDoe So glad.
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Contributor in action
- Contributors
appear as links in tweet meta data
- Provide direct
connection to the people behind the brand
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With CoTweet you can manage employee contributors in one place
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Thank you!
- Jesse Engle @engle
- Frank Eliason
@FrankEliason
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