Building Brand Advocacy: How Hootsuite uses social to grow its business & build brand love
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Transcript of Building Brand Advocacy: How Hootsuite uses social to grow its business & build brand love
Building Brand Advocacy:How Hootsuite Uses Social to Grow its Business
and Build Brand Love
MAY 7, 2015
VP, Community & Customer Experience
@JeanetteG
Jeanette Gibson
Agenda
Jeanette GibsonVP, Community & Customer
Experience
@JeanetteG
• The State of Social
• Top Trends
• Building Advocacy
• How Hootsuite Engages
with Customers
• Measuring ROI
• Key Takeaways
Fastest growing segments:
Twitter: Age 55-64 (up 79% since 2012)
Facebook: Age 45-54 (up 46% since
2012)
Google+: Age 45-54 (up 56% since 2012)
Not Just “the Kids”
Buyers Have Changed.
75% 70% 92%
Of B2B buyers
use social media
to research a
process - IDC
Of the buyer’s journey
is complete prior to
engaging a vendor
- Forrester
Of consumers trust WOM
and recommendations
from friends and family
above all other forms of
advertising - Nielsen
Aligning Systems
● Social to CRM, Marketing, etc
Aligning Processes
● Stand alone to aligned.
Aligning Strategies
● Social to social everywhere
Customer Service to Customer Experience
From Social Marketing to Marketing Is Social
From “marketing is dead” because of
social to marketing IS social
● Campaigns
● Social Ads
● Integration
● Social everywhere
● Content
Advocacy/Social Selling
● The promise of social for
execs.
Aligns with goals and culture
● Conservative/Aggressive
● Marketing/HR/Beyond
Impact for everyone
● Small/Medium/Large
The Power Of Employees
The push beyond pockets
creates demand for social
skills enterprise wide.
● Training
● Enablement
● Education
● Centres of Excellence
Social is a Skill, Not a Department
Meaningful Measurement
Social metrics still matter
● Progress, direction and activity
Move to impact of social
● Traffic, content and action.
Integration is key.
● Web analytics, automation
and beyond.
Who are your Brand Advocates?
Customers Influencers Employees
Advocate: one that argues for a cause, a supporter or defender
Brand advocates are customers, employees or influencers such as bloggers who love your brand.
The best advocates have a social presence and passion for your brand and industry.
Debra Trappen
@debra11
6k twitter followers
Bryan Kramer
@BryanKramer
117k Twitter
followers
Diana Luong
Works for Hootsuite
613 Instagram followers,
12k Instagram on her Etsy store
5.7m+TWITTER
REACH
15748CHALLENGES COMPLETED
232HOOTUPS
449PUBLISHED CONTENT
PARTICIPATE IN
GAMIFIED CHALLENGES
560
1K+ Ambassadors
34%INCREASE IN SELF-SOLVE
RATE
Valentine’s Campaign
Engage
Objective: Spread the #HootLove - to increase awareness of
the @HootCommunity and @Hootsuite profiles through a
transactional “user focused” activity that helps us make a
personal connection with our audience.
67%of 2014 Hootups led by Hootsuite
Ambassadors
15,7802014 attendees
67participating countries
250+2014 Hootups
Hootups
Engage
The general public want to hear
directly from employees as
‘Ambassadors for the company.’
Edelman Trust Barometer
Employees Share #BrandLove
● Motivate with purpose, not profits
● Mobilize with education, provide the tools
● Make sharing content simple & easy
● Bring employee ideas front and center
Share
#SMW14: #HootsuiteLife Employee Engagement
“@David_Thai That time I wore a
kangaroo suit to the company
retreat #hootsuitelife #SMW14”
Share
The Outcome: Engaged Advocates Who Review Our Product
● Over 200+ blog posts written by
our ambassadors in Q3/4
● 10% of app reviews on iTunes
contributed by Ambs.
● Total Twitter reach of
#HootAmb: 4.5 million!
Build Advocacy
1033AMBASSADORS
67COUNTRIES
395CITIES
AVE. RATE OF
ENGAGEMENT
41.14%
52.4%
Social Share of Voice
Measuring Success
Key Takeaways
● Define a clear purpose and set of objectives for
advocates
● Target the super-user/super-fan (not the
‘influencer’) to launch your advocate community
● Focus on long-term, repeatable actions to create a
sustainable community
● Layer in offline initiatives aligned with shared
interests of the advocate community (education,
inspiration, entertainment)
● Develop a feedback loop and adjust strategy on-
going