1   Presentation Title
The Art of the “Tweet” ChatJanuary 25, 2012
Starting at Zero
The Art of the “Tweet” ChatStarting at ZeroA Merger of Equals Our merger brought together two social media programs  that...
Introducing the New Brand
The Art of the “Tweet” ChatIntroducing the New BrandThe New United How do we talk to people about the new United and  hig...
Creating the Chat
The Art of the “Tweet” ChatCreating the Chat     Determined the best topics to engage consumers         Created a monthl...
Implementing the Chat
The Art of the “Tweet” Chat Implementing the Chat Recruited a volunteer Twitter team Use tracking and monitoring tools  ...
Measuring the Chats
The Art of the “Tweet” ChatMeasuring the Chats New followers Unique chatters Number of captured tweets Growth of parti...
Results
The Art of the “Tweet” ChatResults Show that the new United wants to chat Get insight to provide more in-depth answers i...
Future Chats?The Sky is the Limit
16   Presentation Title
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BlogWell Dallas Social Media Case Study: United Airlines, presented by Lora O'Riordan

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In her BlogWell Dallas presentation, United Airlines' Manager of Social Media Programs, Lora O'Riordan, shares how they use Tweetchats to connect with their followers.

Watch the video of this presentation here: https://vimeo.com/38613739

Published in: Business, Technology
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BlogWell Dallas Social Media Case Study: United Airlines, presented by Lora O'Riordan

  1. 1. 1 Presentation Title
  2. 2. The Art of the “Tweet” ChatJanuary 25, 2012
  3. 3. Starting at Zero
  4. 4. The Art of the “Tweet” ChatStarting at ZeroA Merger of Equals Our merger brought together two social media programs that needed to be integrated for one new airline Goal was to introduce the new airline to both existing and new followers Twitter technology did not allow us to “merge” our Twitter feeds4
  5. 5. Introducing the New Brand
  6. 6. The Art of the “Tweet” ChatIntroducing the New BrandThe New United How do we talk to people about the new United and highlight our co-workers? A monthly Tweetchat would be the right venue to talk about the new airline.  Engaging  Behind the Scenes6
  7. 7. Creating the Chat
  8. 8. The Art of the “Tweet” ChatCreating the Chat  Determined the best topics to engage consumers  Created a monthly calendar  Utilized the best resources  Invited subject matter experts to participate  Used a dedicated hashtag  #UnitedPlaneChat8
  9. 9. Implementing the Chat
  10. 10. The Art of the “Tweet” Chat Implementing the Chat Recruited a volunteer Twitter team Use tracking and monitoring tools during the chat to route questions to the appropriate subject matter expert Example question from follower:  Richard Solomon @united #unitedplanechat Whats with the new 757 interior(s) - nice new leather seats, but same lighting, bins, etc?  united @richardlsolomon ^JY Were very active in evaluating the new options for the decor for the 757. Stay tuned. #unitedplanechat 10
  11. 11. Measuring the Chats
  12. 12. The Art of the “Tweet” ChatMeasuring the Chats New followers Unique chatters Number of captured tweets Growth of participation12
  13. 13. Results
  14. 14. The Art of the “Tweet” ChatResults Show that the new United wants to chat Get insight to provide more in-depth answers in other social media channels Provide direct feedback to the teams Create new conversations from the chats14
  15. 15. Future Chats?The Sky is the Limit
  16. 16. 16 Presentation Title

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