State of the Art Twitter · State‐of‐the‐Art Twitter...
Transcript of State of the Art Twitter · State‐of‐the‐Art Twitter...
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State‐of‐the‐Art Twitter#how140characterswillfundametallychangeyourbusinessby grahamkahrandkipwetzelfromzapposandcomcastrespectively
Kip Wetzel (@KipWetzel)Social Media Service & StrategyComcast
Graham Kahr (@GrahamKahr)Social Engagement ScientistZappos
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Your Customers Are Social… Is Your Business?
ConsumersCustomer Support
MarketingSalesPR
StrategyEngineering
Legal
Business Functions
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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
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Comcast’s Social Engagement
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What Makes For Successful Tweeting?
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Success Through Social Engagement
SocialEngagementApproach
Presence
Speed
RelevancyAccuracy
Passion
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How Do You Stand Out?
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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
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Macro‐Success: The “Virtuous Cycle”
Listen
Engage
AssistMeasure
LearnThe Social Enterprise
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(My Token Bullet Slides)
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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)
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The $1M Question… Social ROI
Quantitative vs. Qualitative
(You can have both)
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OK, So What’s Next?