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 SchadlerForrester Research

Employee accounts are a natural evolution

Workjesse@cotweet.com

Personaljesseengle@yahoo.com

Work@Jesse_CoTweet

Personal@engle

Employee accounts humanize your brand…

@Citi_Anna @Citi_Frank

@Citi_Ben

@Citi_Sarah

@Citi_Neal

@citi

Contributors

Citi_Frank

Drive more conversations…

@citi

Contributors

@Citi_Anna @Citi_Frank

@Citi_Ben

@Citi_Sarah

@Citi_Neal

JohnDoe @Citi_Frank Learned a ton!

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.

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