Scale micro-conversations with 12Mass A/B testing
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Scaling up micro-conversations by engaging more customers using 12Mass, which allows companies to: 1) Smart-cluster tweets about a brand to group similar messages and increase response capacity by 100x. 2) Build dialogue decision trees by saving past responses to optimize future answers through A/B testing. 3) Respond to customer "mentions" at scale and test responses using 12Mass to see which generate the most engagement.
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Scale micro-conversations with 12Mass A/B testing
- 1. Scaling up micro-conversations How to effectively engage with more customers using 12Mass * Please read notes attached to presentation
- 2. 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”
- 3. The solution: Build dialogue decision trees. • Save data of past responses to suggest optimized answers • Optimize conversations using A/B testing
- 4. Respond to all these ‘mentions’ and A/B test your responses using 12Mass
- 5. 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.
- 6. 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
- 7. 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. …
- 8. 1) Thank people for visiting Tesco 2) Apologize for unhappiness caused unintentionally 12Mass Sample Screenshots
- 9. 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
- 10. 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
- 11. Schedule for a live (online) demonstration of 12Mass today demo@12mass.com
Editor's Notes
- There are billions of status updates generated each day on social media platforms. Tesco is mentioned and approached so many times in different ways that it becomes almost impossible to respond and engage with your entire audience. It is time consuming and costly - if you want to do it right. In the words of a community manager of a well-known company “we are only one voice out there”.But what if there was a way to communicate in a personal level with everyone out there?
- Good, effective communication can be achieved by recommending the best template response based on statistical data retrieved from other users. In this way, we are able to build an optimal decision-tree of responses. This way, your brand builds a unique tailored conversation tree based on the brand and the customer.
- Using 12Mass, the twitter team will be able to easily respond to all direct andindirect mentions while A/B testing their responses to ensure maximum effectiveness.
- Use of sophisticated AI (Artificial Intelligence) tools: 12massdivides your audience into groups and sub-groups of similar status updates. A scoring algorithm provides a quality score to indicate how homogenous the responses to each tweet search are.The clustering of similar tweets makes it much easier to respond to them in bulk (after personalization, of course).The result is the saving of valuable time for the team, which can be channeled to even better customer support, marketing efforts, receiving feedback or enhancing the brand’s relationship with customers, especially after A/B testing.With more searches and data collected, the team will only be more and more efficient and effective on Twitter.
- 12mass provides A/B testing to responses sent out to each group. Using A/B testing, a brand can optimize their conversations in a manner similar to the way testing in advertising works. This feature is unique to 12mass; it simply does not exist in other platforms developing engagement tools.
- Save template responses to be sent in bulk (Queuing) after editing/personalization e.g. adding person’s nameSort people according to time, influence ranking, number of followers, etcOther features include:- One stop access to all direct @UKTesco mentions ready for easy reply (i.e. queuing responses to them)- Doing people searches (according to bios)- RSS Feed- Tweet Scheduler
- Save template responses to be sent in bulk (Queuing) after editing/personalization e.g. adding person’s nameSort people according to time, influence ranking, number of followers, etcOther features include:- One stop access to all direct @UKTesco mentions ready for easy reply (i.e. queuing responses to them)- Doing people searches (according to bios)- RSS Feed- Tweet Scheduler