@mhjohnston (@jetblue)
@ggroovin (@stwitt3rgy)
Dell.com/twitter
Backchannel Hashtag #sxswt4m
Twitter is what happens between blog posts.
Treat twitter how you would at a cocktail party. It's about
establishing those relationships.
Jetblue - asked community what they wanted to hear about? Marketing
is the byproduct of the communication. Drive engagement that drives
advocacy. If you build that community, they will speak for you.
Dell - started as just delivering coupons. A month after launch they
did a survey to see if they new about the dell outlet.
Why not promote rss instead of twitter? Rss usage is low. Following
ok twitter is a lot easier, especially if users are on.
Jetblue - tried the slow growth opposed to trying to pull people from
customers.
How do you monitor so many followers?
Jetblue - get about 180 mentions a day? Playing with cotweet to
measure interactions. Twitter is an information booth not a
billboard. You need to beanle todirect ppl to the right spot.
Infrastructure of business needs to help solve issues.
If you become a resource for your followers, more will follow you.
The biggest use of twitter is observing. If you are there, fb,
whatever - make sure you are doing it right.
Can you be social as a brand?
JetBlue - still needs to be human. But it has to be built so ppl can
go on vacation or if ppl leave, someone else can take it over.
Who does a brand follow others?
Do brands talk to other brands?
Jetblue follows everone that follows them. Dell only follows Dell
accounts.
How many accounts do you have?
Do you use direct messaging?
If you don't follow anyone back, you don't have many dm's.
Jetblue has over 3,000 direct messages. It is where they get to have a
real conversation. You have to be responsive. Will @ replies at
beginning if useful for some. Will move @ reply somewhere in message
if they want everyone to see the message.
Dont get into cycle of apologizing or thanking praise.
The idea is to build a relationship.
Keep an eye on influencers. Watch what ppl in your industry and
competitors are doing. Use search extensively.
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