Secret FilesHow a social media company… markets via social

Sandy Pell External Communications Manager

@SandyCanvasHootSuite

3

In the late 80s…

Hershey traded chocolate chips with me for a lifetime of my brand loyalty.

Awareness

Consideration

Preference

Purchase

Loyalty

Advocacy

Funnel

Customer Journey

Create Distribute Engage Measure Amplify

Real-time Social Marketing

“Traditional marketing talks at people. Content marketing talks with them.”

Social DNA

Twitter Followers

90K

173K

217K

269K

5.9M

1M 3M 5M

IBM

Salesforce

Oracle

Adobe

HootSuite

7M

Jan-09 Jan-10 Jan-11 Jan-12 Jan-13 Jan-140

2000000

4000000

6000000

8000000

10000000

HootSuite User Growth

9.5 M

6 M

4 M

2 M

8 M

The Mission: To entertain, inform and empower audiences and customers.

Director

Content/brand

6 Writers

Thought Leadership

3 Journalists

Design

5 Designers

Blogs

3 Social/Blog

Social

4 Social

Video

3 Video

Our Content Marketing Team

5 Tweetable #Tips

5,890,000

OWNED BLOG

4,500,000 VISITS / PER YEAR

29,000

22,384

RYAN HOLMES INFLUENCER BLOG

363,828

6,248

413,924

3,367

1,969

1,670

Tip 1: Invest in Company-Owned Social Channels

Tip 2: Build Brand Culture

#Demand14

Result:

Builds strong company culture

Powerful recruitment tool for external talent

Hundreds of self-generated videos, photos, and stories

Tip 3: Empower Your Team on Social

Social Media Team of 8

Employees

163,500X

X

25

Followers

111

Friends

10.4

10.1

Average # of

accounts

152,646

14,709Followers

Likes

Average reach

Reach

22,236,000

Reach

1,736,079

Social Media Team of 8

Ave

rage

For

tune

500

Com

pany

Tip 4: Make Social Amplification Easy

#GameofThrones Gets Recast as a Battle for the Internet by @hootsuite: ow.ly/vtvMo by @VLuck at @TIME / #GameOfSocial

Suggested Tweets

Include @Publication + @Reporter Handles and #Hashtags

Tip 5: Filter Through the Noise

Result: Landed a major contract

5 Tweetable #Tactics

Tactic 1: Be agile and responsive to trends

Results: Named in Mashable alongside Pepsi, Red Bull and Intel as first brands to do it

116,000 YouTube views

Sub $300 production cost

Tactic 2: Be the show, not the commercial

Results: Top tier coverage in AdAge, AdWeek, TIME, Mashable, Fast Company and more...

783,000 YouTube views and counting…

Tactic 3: Tell Stories with Heart

i

Results: 115,000 total views

10,000+ shares generated through our blog, SlideShare, Facebook, Twitter, Google+, as well as our Social Media Today syndication and LinkedIn channel

Tactic 4: Take Risks, They Can Pay

Results: 6,000+ click-throughs to hootsuite.com on the day the article was published

Mobile app had a 78% bump in downloads

6-Mar 7-Mar 8-Mar 9-Mar 10-Mar 11-Mar 12-Mar 13-Mar 14-Mar 15-Mar 16-Mar 17-Mar 18-Mar 19-Mar0

2000

4000

6000

8000

Tactic 5: Amplify Organic into Leads

39

Real-time Marketing Actualized

450% 50% 19%

growth in blog traffic since 2012

of blog traffic comes from

social

of unique page views to

landing pages driven

by social

31%

of form fills driven by

social

Sandy PellExternal Communications Manager, HootSuite

@SandyCanvas

Customer Stories

http://www.willitblend.com/videos/glow-sticks

Results: Over 700,000 YouTube subscribers

Chanel boasts over 290 million video views

Sales increased 500%

Results: Jeni’s book becomes a New York Times best-seller

Jeni’s gets loads of top-tier press coverage

Business expands from 2 to 11 store fronts

Now sold in over 700 grocery stores

#Demand14

Tweets All / No replies

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DoritosSlow down, @jcpenney. Have some #Doritos.

Feb 3@Doritos

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JC PenneyToughdown Seadawks!! Is sSeattle going toa runaway wit h this???

Feb 3@JCPenney

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JC PenneyOops...Sorry for the typos. We were #TweetingWithMittens. Wasn't it supposed to be colder? Enjoy the game! #GoTeamUSA pic.twitter.com/e8GvnTiEGl

@JCPenney Feb 3

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Tweets All / No replies

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DoritosSlow down, @jcpenney. Have some #Doritos.

Feb 3@Doritos

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JC PenneyToughdown Seadawks!! Is sSeattle going toa runaway wit h this???

Feb 3@JCPenney

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JC PenneyOops...Sorry for the typos. We were #TweetingWithMittens. Wasn't it supposed to be colder? Enjoy the game! #GoTeamUSA pic.twitter.com/e8GvnTiEGl

@JCPenney Feb 3

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Kia Motors AmericaHey @jcpenney need a designated driver?

Feb 3@Kia

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Results: Brands like Kia, Coors Light, Pizza Hut, Doritos and Snickers started piling on and amplifying the campaign

JC Penney was the second-most mentioned brand on social at the Super Bowl

120,334 social media mentions