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, Citigroup
Taming the Twitter Beast: Going From Micro-Blogging to Macro-Branding Jesse Engle, co-founder & CEO, CoTweet, an ExactTarget Company Frank Eliason, senior vice president of Social Media, Citibank
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
Taming the Twitter Beast
How to Manage Social Conversations • Integrated Inbox • Search • Assignments • Email Notifications • Tags • Snippets • Conversation History • Analytics • CRM Integration
Citibank Case Study: Humanizing the Brand
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.
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
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)
Scaling the Conversation: Twitter Contributor
It’s time to scale Josh Bernoff and Ted Schadler Forrester Research
Employee accounts are a natural evolution Work Work jesse@cotweet.com @Jesse_CoTweet Personal Personal jesseengle@yahoo.com @engle
Employee accounts humanize your brand… Contributors @Citi_Anna @Citi_Frank @citi @Citi_Neal @Citi_Ben Citi_Frank @Citi_Sarah
Drive more conversations… Contributors @Citi_Anna @Citi_Frank @citi @Citi_Neal @Citi_Ben JohnDoe @Citi_Frank Learned a ton! @Citi_Sarah
And earn you more media Contributors @Citi_Anna @Citi_Frank @citi @Citi_Neal @Citi_Ben Citi_Anna @JaneDoe So glad. Citi_Frank @JohnDoe Great to hear! @Citi_Sarah
Contributor in action • Contributors appear as links in tweet meta data • Provide direct connection to the people behind the brand
With CoTweet you can manage employee contributors in one place
Thank you! • Jesse Engle @engle • Frank Eliason @FrankEliason
Please join us in the Networking Lounge for a Moderated Q&A with Jesse Engle & Frank Eliason In the Networking Lounge, click on ‘Scheduled Chats’ to join the discussion NOW
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