Andy’s Answers: How CME Group is finding so much success on Twitter
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.
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Tags: Blogwell, cme group, financial services, twitter
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Posted by Twitter Trackbacks for SmartBlog On Social Media » Andy’s Answers: How CME Group is finding so much success on Twitter [smartblogs.com] on Topsy.com on October 20th, 2009 at 6:43 am
[...] SmartBlog On Social Media » Andy’s Answers: How CME Group is finding so much success on Twitter smartblogs.com/socialmedia/2009/10/20/andys-answers-how-cme-group-is-finding-so-much-success-on-twitter – view page – cached 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… (Read more)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. (Read less) — From the page [...]
Posted by Mike on October 20th, 2009 at 8:23 am
It also helps being one of the biggest exchanges in the world!
Posted by Al Williams on October 20th, 2009 at 11:32 am
Mike you are so right. Although the netiquette CME group is using is correct, this is not the reason for them having 800k followers. I wonder how many is of “bustyblonde235″ type.
Posted by » Twitter tips for your business Melbourne - Marketing and PR news and opinions on November 5th, 2009 at 10:30 pm
[...] how did they do it? According to Andy Sernovitz there are three top tips from CME Group’s Director of Corporate Communications Allan [...]
Posted by Allan Schoenberg on March 5th, 2010 at 3:04 am
Many thanks Andy for the shout out on this. I think the combination of the three things you outline have been critical to our success. What makes our Twitter account attractive to so many people is that we talk about economic news that 1) people can relate to (jobs, interest rates, currencies) and 2) these are products we actually trade. If we were to talk about derivative swaps and back office clearing there would be a much smaller audience for us on Twitter. Since we talk about those industry issues already with customers Twitter now allows us to better educate and make aware to a broad audience how the exchange operates.
@allanschoenberg/@CMEGroup