Best of the Backchannel: Real-Time Response Panel

Summaries of the key points from each session, as captured by TWTRCON DC 09 attendee tweets on October 22. (With RTs and #twtrcon’s removed.)

Panel: Real-Time Response

• Dan Luxenberg, Web 2.0 / Social Media Lead, U.S. Food and Drug Administration (@FDArecalls)
• Richard Pesce, Social Media Communications, Sprint (@rpesce)
• David Puner, Communications Manager, Dunkin’ Brands (@dunkindonuts)
• Andrew P. Wilson, Web Content Account Manager, Department of Health and Human Services (@andrewpwilson)
• Moderator: Christopher J. Dorobek, Co-Anchor, Federal News Radio (@cdorobek)

________________________

@MtkgCords: www.flu.gov using SoMe to help people stay up to date in Real-Time

@digiphile: First up @AndrewPWilson from HHS. He’s manages http://flu.gov | @FluGov & does #socialmedia outreach around #H1N1

@YouveGotGold: HHS is making major strides to integrate new media into their work check out http://bit.ly/4rlwNs

@blockrealestate: Gov’t using social media in some good ways; not just Big Brother listening.

@garlin: The key to good rapid response in social media is listening

@TheAAPC: #twtrcon can’t wait to hear from dunkin brands who seemed to have revamped their image with soc. net. and internet esp their search hits

@AnnikaStensson: FDA’s Dan Luxenberg is talking about response on the peanut salmonella outbreak, importance of listening and accurate info.

@amberportercox: Policy should be set by the organization – an internal committee in SocIal Media.

@digiphile: “These tools can break down barrier between federal agencies & across state & local govt”~@AndrewPWilson on socialmedia

@andreajm: check out @sprintcare if you are having sprint network/phone issues. thx @rpesce

@SBoSM:  Sprint: Customer experience is the number one driver of the conversation

@csukach; @danluxenberg talking abt the FDA’s peanut recall & how he coordinated w/ @andrewpwilson because the topic affected both their orgs

@TWTRCON: @SprintCare just started n june 2 directly interact w customers “It’s actually a small amount of resources” to keep up w it @rpesce

@WorldinMotion: “90% more likely to tweet something if you have had a negative experience rather than a positive experience” @DunkinDonuts

@brightmatrix: Again, the issue of staffing a social media effort arises. Glad to see case studies that could support expanding the ranks.

@danaschwartz83: @dunkindonuts tries to make the conversation fun like the brand – gives it a great personality.

@akmcquade: #twtrcon runs on dunkin (@dunkindonuts)

@akmcquade: This summer, I alerted @dunkindonuts to a Munchkin Fail & I received 1lb of coffee & a gift card. #win #brandloyalty #twtrcon

@hollisthomases: @Sprintcares has 14 people people assisting with Twitter efforts (not all full-time).

@AnnikaStensson:  Dave with @dunkindonuts says he connects tweeters with their customer care specialists for questions/concerns.

@chrisabraham: With regards”reputation management” or “perception management” online, immediate issue discovery is essential (even on weekends!)

@Pistachio: IMPORTANT for brands – tell story of how you started on Twitter authentically. mention your agency. brag about that scrappy intern.

@jfirestone: Duncan Donuts expects to see the negative with the good, and they make an effort to listen and respond. Good job DD.

@csukach: DD is using twitter a marketing tool as well as a consumer care tool (@dunkindonuts is a way to connect customers to their answers)

@tracytran:  @dunkindonuts gre near a million in under a year. Could it be the donuts…or the coffeee (from Gus in #psych)

@chrisabraham: BTW, “We were on the plane” is not an excuse. Tell the tweeter “I am jumping on the plane, be back to you” or have someone to cover

@Hardip_Singh: Real Time Responses Panel at #twtrcon: formulate the correct response, not the quickest response

@brightmatrix: For individuals are tweeting for companies: Wachovia’s customer service feed announces when their team is signing off.

@SBoSM: Don’t try to provide an immediate response for every customer; step back and take a deep breath if you get emotional

@blockrealestate: Panel in agreement: Taking a moment is important – walk away from the keyboard, it’s good for your health.

@Armano: listening 2 @dunkindonuts “sometimes Twitter means we’re on front line of feedback¬we route to consumer affairs ASAP”

@Armano: “we though we were spam at first, but after listening to our constituency, to what they wanted we were able to provide value”

@brightmatrix: Ask constituents key questions to keep their engagement.

@mdwall: @rpesce you can never be immediate for everyone out there.

@floridagirlindc: Good Q: How do you handle company social media from 5pm to 9am?

@sharontb: mention of the roles that volunteers could play in RTing messages in different languages – great idea!

@vincentgallegos: we asked about our tweet frequency – “65% response: we want real time!” – @FDArecalls

@cuennie: @andrewpwilson talks about the importance of “citizen evangelists” in spreading flu.gov info via Twitter

MilitaryTweets #FDA looking for as many channels as possible to communicate msgs.

@digiphile: “We found that people were retweeting our message [from @FluGov] in French, Spanish &other different languages” ~@AndrewPWilson

@floridagirlindc: Dunkin Dave @dunkindonuts talking about franchises testing @twitter… Still learning…

@chrisabraham: SO essential! Start in advance! RT @garlin: You have to listen & build relationships BEFORE something happens -via @andrewpwilson

@sharontb: key point of communicating through Twitter – relationships still matter, still the basis of communication

@cuennie: “these conversations are going on with or without you, so you need to get out in these spaces in an important/big way”

@sbosm: Real time response advice from FDA: Don’t worry about copycat Twitter accounts. Focus on establishing your own authority

@floridagirlindc: FDA, HHS, Dunkin, Sprint tweeters are all in their communications dept

@AnnikaStensson: Dunkin Donuts has social media guidelines for franchisees, incl. suggestion for joint accounts by area over individual stores.

@brightmatrix:  Interesting, flu.gov website was translated to Chinese & Vietnamese at the start b/c of avian flu coming from those regions