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

1. 1 Presentation Title

2. The Art of the “Tweet” Chat
January 25, 2012

3. Starting at Zero

4. The Art of the “Tweet” Chat
Starting at Zero
A 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
feeds
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5. Introducing the New Brand

6. The Art of the “Tweet” Chat
Introducing the New Brand
The 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 Scenes
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7. Creating the Chat

8. The Art of the “Tweet” Chat
Creating 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
 #UnitedPlaneChat
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9. Implementing the Chat

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 What's with the
new 757 interior(s) - nice new
leather seats, but same
lighting, bins, etc?
 united @richardlsolomon ^JY
We're very active in evaluating
the new options for the decor for
the 757. Stay tuned.
#unitedplanechat
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11. Measuring the Chats

12. The Art of the “Tweet” Chat
Measuring the Chats
 New followers
 Unique chatters
 Number of captured tweets
 Growth of participation
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13. Results

14. The Art of the “Tweet” Chat
Results
 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 chats
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15. Future Chats?
The Sky is the Limit

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