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
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
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