12mass 4 redbull
DESCRIPTION
12Mass helps brands talk on social networks with large audiences significantly faster (by 100X) than any other method on the market. Using 12Mass, a brand creates dialog decision trees and optimizes its content using A/B testing.TRANSCRIPT
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Scaling up micro conversationGrowing wings for red bull On twitter
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Communicating with a large audience while keeping the conversations personal and efficient.
The problem
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Solution: Building dialog decision trees.
• Saving data of past responses to suggest optimized answers
• Optimizing conversations using A/B testing
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What is so special about ?• First step is Smart Clustering
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Respond to all of them and A/B test the responses.
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Examples for Redbull group tweets that say (or mean) the same thing, for example:
• “I love Red bull “• “drinking red bull” now• “Watching Redbulltv”• Checking in to a redbull event • People that uploaded a photo to instagram of
redbull• "I need wings" -rt redbull• People RT something associated with Redbull • Students drinking Redbull during exams
The list is endless …..
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Social A/B testing
A/B test responses to “ I love redbull” Which of these will generate the most engagement?
1. How much do you love redbull?2. Thanks for the love.3. We love you back!4. …
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What is so special about ?• Increases the ability to talk by 100X
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What is so special about ?• Grows stronger the more you use it.
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See a short video about Red Bull example here:
http://www.youtube.com/watch?v=LOQl21ftjL4