My company, GasPedal, recently hosted BlogWell: How Big Brands Use Social Media in Minneapolis. The fantastic event featured eight case studies on corporate social media from some of the world’s biggest companies. As we gear up for our next BlogWell in Atlanta on Nov. 10 — featuring case studies from Coca-Cola, UPS, SunGard, Orange Business Services, ConAgra Foods, Turner Broadcasting System, Newell Rubbermaid and The Home Depot — I’m sharing some of my favorite lessons from Minneapolis.
With nearly 800,000 followers, CME Group is having a bunch of success using Twitter to drive brand enthusiasm, loyalty, and advocacy. Here are a few big ideas from Allan Schoenberg, CME Group’s director of corporate communications:
- Use the 70/30 rule. To add authenticity and credibility to the brand’s Twitter presence, Allan makes sure that 30% of tweets are about CME Group, while 70% are indirectly about CME Group or the industry.
- Be where your customers are. A key reason for CME Group’s Twitter success is the large number of traders using Twitter for market intelligence. Because the audience was there, CME Group knew it was worth investing in Twitter.
- Be a conversation starter. Rather than simply blasting links through Twitter, CME Group is truly creating conversation by actively responding to followers and conducting weekly live interviews with influential leaders in the marketplace.