Post on 30-Apr-2020
State‐of‐the‐Art Twitter#how140characterswillfundametallychangeyourbusinessby grahamkahrandkipwetzelfromzapposandcomcastrespectively
Kip Wetzel (@KipWetzel)Social Media Service & StrategyComcast
Graham Kahr (@GrahamKahr)Social Engagement ScientistZappos
Your Customers Are Social… Is Your Business?
ConsumersCustomer Support
MarketingSalesPR
StrategyEngineering
Legal
Business Functions
Be There: Adopt new technology and communication platforms
Listen (Everyone is Talking): Be a part of, and ideally stay ahead of, the groundswell
Assist: Help customers in real time with questions, issues, and insight
Make a Difference: Influence each and every customer and change the perception of Comcast
Grow: Continually deliver social insight to drive company, process, and product change
Comcast’s Social Drivers
Comcast’s Social Engagement
What Makes For Successful Tweeting?
Success Through Social Engagement
SocialEngagementApproach
Presence
Speed
RelevancyAccuracy
Passion
How Do You Stand Out?
Micro‐Success: Anatomy of a Tweet
Good Morning #PRTwitter ! How many cups of coffee will you have before
@GrahamKahr & I start things off? Learn more: http://bit.ly/sna02M
1. Use hashtag(s) to attract communities2. Pose question (and/or use punctuation)3. Include a call to action4. Include a link5. Be brief
Macro‐Success: The “Virtuous Cycle”
Listen
Engage
AssistMeasure
LearnThe Social Enterprise
(My Token Bullet Slides)
Social Engagement’s Brand Benefit
• Allows companies to be more transparent• Delivers public service experiences in “real time” • Provides evidence of impact of engagement efforts• Expands brand presence on widely used technologies• Enables proactive messaging (customer and company)
The $1M Question… Social ROI
Quantitative vs. Qualitative
(You can have both)
OK, So What’s Next?