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Twitter and customer engagement: The good, the bad and the ugly

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Presentation delivered at Technology for Marketing and Advertising, London, March 2011.

Presentation delivered at Technology for Marketing and Advertising, London, March 2011.

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  • Twitter can be used to manage this customer feedback and negativity. One example is BT which has several corporate feeds including @BTCare which it uses to respond to customer issues. As well as responding to tweets aimed directly at the account, the agents behind the feed search for references to their brand and publicly respond. When a customer’s issues is resolved, their praise is also public – a win win.

Twitter and customer engagement: The good, the bad and the ugly Twitter and customer engagement: The good, the bad and the ugly Presentation Transcript

  • Twitter and customer engagement: The good, the bad and the ugly Technology for Marketing & Advertising 1/2 March 2011 Dan Martin, editor, BusinessZone.co.uk
  • Who am I?
    • Editor of BusinessZone.co.uk
    • Administrator of UKBusinessForums.co.uk
    • Sister communities to MyCustomer.com (stand A4)
    • Published by Sift Media, an online publisher founded in 1996
    • 10 th most influential political blogger on Twitter according to The Independent and a Golden Twit!
    • Self-confessed twaddict (@Dan_Martin)
  • Then…
  • Now…
  • Silence isn’t golden
  • … especially when there’s noise
  • And to make matters worse…
  • In contrast…
  • Is it you?
  • Twitter’s great for marketing…
  • But when things go wrong…
  • Lessons learnt
  • Don’t over-respond
  • Beware hashtag hacking
  • Be careful what you tweet
  • The art of conversation
  • Respond
  • Hell to heaven
  • Listening 24/7
  • Tweets from the top
  • Tweets from the top
  • Part of the company culture
  • Be tweeter friendly
  • Be tweeter friendly
  • Twitter tips for customer engagement: 1. Monitor mentions
  • 2. Be human
  • 3. Be honest (especially when things go wrong)
  • 4. Make it part of your culture
  • 5. It’s a long term thing
  • Get in touch [email_address] www.linkedin.com/in/danmartin2008 www.twitter.com/Dan_Martin