Scaling up micro- conversations How to effectively engage with more customers using 12Mass ease read notes attached to presentation
Nov 19, 2014
Scaling up micro-conversationsHow to effectively engage with more customers using 12Mass
* Please read notes attached to presentation
Communicating with a large audience mentioning your brand while keeping the conversations personal and effective is a challenge.
The problem
Right: A Twitter search for “tesco”
The solution: Build dialogue decision trees.
• Save data of past responses to suggest optimized answers
• Optimize conversations using A/B testing
Respond to all these ‘mentions’ and
A/B test your responses using 12Mass
What is so special about ?• Smart-clustering of tweets• Increases the team’s ability to talk by 100X• Grows stronger the more you use it.
Examples for Tesco:
Group tweets that say (or mean) the same thing, like:
• “I love Tesco“• “I hate Tesco”• “Going to” or “shopping at” Tesco• Checking in Tesco “4sq”• Instagram uploads of Tesco• "I need groceries”• “RT @UKTesco”• “Thanks @UKTesco”• Damaging tweets going viral e.g. toy signage
Social A/B testing
Using 12Mass, A/B test your responses to a typical tweet e.g. “ I love Tesco”
Which of these responses will generate the most engagement?
1. How much do you love Tesco?2. Thanks for the love. 3. We love you back!4. …
1) Thank people for visiting Tesco
2) Apologize for unhappiness caused unintentionally
12Mass Sample Screenshots
1) Save search and responses
2) Sort tweets according to influence rank (optional)
3) Proof-read and edit responses
4) Send out in bulk
12Mass in 4 simple steps
1) Save search and responses
2) Sort tweets according to influence rank (optional)
3) Proof-read and edit responses
4) Send out in bulk
12Mass in HootSuite
Schedule for a live (online) demonstration of 12Mass [email protected]