welcome to the 2010 digital marketing world virtual ... · welcome to the 2010 digital marketing...
TRANSCRIPT
![Page 1: Welcome to the 2010 Digital Marketing World Virtual ... · Welcome to the 2010 Digital Marketing World Virtual Conference Series Taming the Twitter Beast: Going From Micro-blogging](https://reader033.vdocuments.mx/reader033/viewer/2022052009/601eb327dba844746d1c0669/html5/thumbnails/1.jpg)
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
![Page 2: Welcome to the 2010 Digital Marketing World Virtual ... · Welcome to the 2010 Digital Marketing World Virtual Conference Series Taming the Twitter Beast: Going From Micro-blogging](https://reader033.vdocuments.mx/reader033/viewer/2022052009/601eb327dba844746d1c0669/html5/thumbnails/2.jpg)
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
![Page 3: Welcome to the 2010 Digital Marketing World Virtual ... · Welcome to the 2010 Digital Marketing World Virtual Conference Series Taming the Twitter Beast: Going From Micro-blogging](https://reader033.vdocuments.mx/reader033/viewer/2022052009/601eb327dba844746d1c0669/html5/thumbnails/3.jpg)
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
![Page 4: Welcome to the 2010 Digital Marketing World Virtual ... · Welcome to the 2010 Digital Marketing World Virtual Conference Series Taming the Twitter Beast: Going From Micro-blogging](https://reader033.vdocuments.mx/reader033/viewer/2022052009/601eb327dba844746d1c0669/html5/thumbnails/4.jpg)
Taming the Twitter Beast
![Page 5: Welcome to the 2010 Digital Marketing World Virtual ... · Welcome to the 2010 Digital Marketing World Virtual Conference Series Taming the Twitter Beast: Going From Micro-blogging](https://reader033.vdocuments.mx/reader033/viewer/2022052009/601eb327dba844746d1c0669/html5/thumbnails/5.jpg)
![Page 6: Welcome to the 2010 Digital Marketing World Virtual ... · Welcome to the 2010 Digital Marketing World Virtual Conference Series Taming the Twitter Beast: Going From Micro-blogging](https://reader033.vdocuments.mx/reader033/viewer/2022052009/601eb327dba844746d1c0669/html5/thumbnails/6.jpg)
![Page 7: Welcome to the 2010 Digital Marketing World Virtual ... · Welcome to the 2010 Digital Marketing World Virtual Conference Series Taming the Twitter Beast: Going From Micro-blogging](https://reader033.vdocuments.mx/reader033/viewer/2022052009/601eb327dba844746d1c0669/html5/thumbnails/7.jpg)
![Page 8: Welcome to the 2010 Digital Marketing World Virtual ... · Welcome to the 2010 Digital Marketing World Virtual Conference Series Taming the Twitter Beast: Going From Micro-blogging](https://reader033.vdocuments.mx/reader033/viewer/2022052009/601eb327dba844746d1c0669/html5/thumbnails/8.jpg)
![Page 9: Welcome to the 2010 Digital Marketing World Virtual ... · Welcome to the 2010 Digital Marketing World Virtual Conference Series Taming the Twitter Beast: Going From Micro-blogging](https://reader033.vdocuments.mx/reader033/viewer/2022052009/601eb327dba844746d1c0669/html5/thumbnails/9.jpg)
How to Manage Social Conversations
• Integrated Inbox
• Search
• Assignments
• Email Notifications
• Tags
• Snippets
• Conversation History
• Analytics
• CRM Integration
![Page 10: Welcome to the 2010 Digital Marketing World Virtual ... · Welcome to the 2010 Digital Marketing World Virtual Conference Series Taming the Twitter Beast: Going From Micro-blogging](https://reader033.vdocuments.mx/reader033/viewer/2022052009/601eb327dba844746d1c0669/html5/thumbnails/10.jpg)
Citibank Case Study: Humanizing the Brand
![Page 11: Welcome to the 2010 Digital Marketing World Virtual ... · Welcome to the 2010 Digital Marketing World Virtual Conference Series Taming the Twitter Beast: Going From Micro-blogging](https://reader033.vdocuments.mx/reader033/viewer/2022052009/601eb327dba844746d1c0669/html5/thumbnails/11.jpg)
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.
![Page 12: Welcome to the 2010 Digital Marketing World Virtual ... · Welcome to the 2010 Digital Marketing World Virtual Conference Series Taming the Twitter Beast: Going From Micro-blogging](https://reader033.vdocuments.mx/reader033/viewer/2022052009/601eb327dba844746d1c0669/html5/thumbnails/12.jpg)
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
![Page 13: Welcome to the 2010 Digital Marketing World Virtual ... · Welcome to the 2010 Digital Marketing World Virtual Conference Series Taming the Twitter Beast: Going From Micro-blogging](https://reader033.vdocuments.mx/reader033/viewer/2022052009/601eb327dba844746d1c0669/html5/thumbnails/13.jpg)
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)
![Page 14: Welcome to the 2010 Digital Marketing World Virtual ... · Welcome to the 2010 Digital Marketing World Virtual Conference Series Taming the Twitter Beast: Going From Micro-blogging](https://reader033.vdocuments.mx/reader033/viewer/2022052009/601eb327dba844746d1c0669/html5/thumbnails/14.jpg)
Scaling the Conversation: Twitter Contributor
![Page 15: Welcome to the 2010 Digital Marketing World Virtual ... · Welcome to the 2010 Digital Marketing World Virtual Conference Series Taming the Twitter Beast: Going From Micro-blogging](https://reader033.vdocuments.mx/reader033/viewer/2022052009/601eb327dba844746d1c0669/html5/thumbnails/15.jpg)
It’s time to scale
Josh Bernoff and Ted SchadlerForrester Research
![Page 16: Welcome to the 2010 Digital Marketing World Virtual ... · Welcome to the 2010 Digital Marketing World Virtual Conference Series Taming the Twitter Beast: Going From Micro-blogging](https://reader033.vdocuments.mx/reader033/viewer/2022052009/601eb327dba844746d1c0669/html5/thumbnails/16.jpg)
Employee accounts are a natural evolution
Work@Jesse_CoTweet
Personal@engle
![Page 17: Welcome to the 2010 Digital Marketing World Virtual ... · Welcome to the 2010 Digital Marketing World Virtual Conference Series Taming the Twitter Beast: Going From Micro-blogging](https://reader033.vdocuments.mx/reader033/viewer/2022052009/601eb327dba844746d1c0669/html5/thumbnails/17.jpg)
Employee accounts humanize your brand…
@Citi_Anna @Citi_Frank
@Citi_Ben
@Citi_Sarah
@Citi_Neal
@citi
Contributors
Citi_Frank
![Page 18: Welcome to the 2010 Digital Marketing World Virtual ... · Welcome to the 2010 Digital Marketing World Virtual Conference Series Taming the Twitter Beast: Going From Micro-blogging](https://reader033.vdocuments.mx/reader033/viewer/2022052009/601eb327dba844746d1c0669/html5/thumbnails/18.jpg)
Drive more conversations…
@citi
Contributors
@Citi_Anna @Citi_Frank
@Citi_Ben
@Citi_Sarah
@Citi_Neal
JohnDoe @Citi_Frank Learned a ton!
![Page 19: Welcome to the 2010 Digital Marketing World Virtual ... · Welcome to the 2010 Digital Marketing World Virtual Conference Series Taming the Twitter Beast: Going From Micro-blogging](https://reader033.vdocuments.mx/reader033/viewer/2022052009/601eb327dba844746d1c0669/html5/thumbnails/19.jpg)
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.
![Page 20: Welcome to the 2010 Digital Marketing World Virtual ... · Welcome to the 2010 Digital Marketing World Virtual Conference Series Taming the Twitter Beast: Going From Micro-blogging](https://reader033.vdocuments.mx/reader033/viewer/2022052009/601eb327dba844746d1c0669/html5/thumbnails/20.jpg)
Contributor in action
• Contributors appear as links in tweet meta data
• Provide direct connection to the people behind the brand
![Page 21: Welcome to the 2010 Digital Marketing World Virtual ... · Welcome to the 2010 Digital Marketing World Virtual Conference Series Taming the Twitter Beast: Going From Micro-blogging](https://reader033.vdocuments.mx/reader033/viewer/2022052009/601eb327dba844746d1c0669/html5/thumbnails/21.jpg)
With CoTweet you can manage employee contributors in one place
![Page 22: Welcome to the 2010 Digital Marketing World Virtual ... · Welcome to the 2010 Digital Marketing World Virtual Conference Series Taming the Twitter Beast: Going From Micro-blogging](https://reader033.vdocuments.mx/reader033/viewer/2022052009/601eb327dba844746d1c0669/html5/thumbnails/22.jpg)
Thank you!
• Jesse Engle @engle
• Frank Eliason @FrankEliason
![Page 23: Welcome to the 2010 Digital Marketing World Virtual ... · Welcome to the 2010 Digital Marketing World Virtual Conference Series Taming the Twitter Beast: Going From Micro-blogging](https://reader033.vdocuments.mx/reader033/viewer/2022052009/601eb327dba844746d1c0669/html5/thumbnails/23.jpg)
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