Online and Offline: Creating a Holistic Customer Experience

Director, Enterprise Community @elhoust

Elizabeth Houston

With so many communication engagement tools to choose from, integration is key in creating major business impact. #FBSprint

The Dynamic Customer Decision Journey

Source: Brian Solis

•  Broader awareness

•  Better customer

Engagement •  Deeper loyalty •  Potential revenue •  Retention

+ Specialized Offline

Programs Ongoing Online

Engagement Overall Better &

Holistic Experience =

Online •  Extend reach and

impressions •  Create a sense of community •  Focus conversations around

like interests •  Generate WOM •  Provide platforms for

customers to be storytellers

Offline •  Deepen relationships •  Provide personalized attention •  Create exclusivity through

activities •  Elevate reputations of most

loyal customers •  Showcase customer case

studies

Online and Offline Benefits

Offline Activities

Advertising

Email / Direct Mail

Websites / SEO / Web

Banners

Demos

Social Media

Integrated Strategy

Enable audience members to create the story themselves in both on- and offline channels, creating a stronger sense of community. #FBSprint

•  Focus on a main content driver, applying elements into channels

•  Target specific audience members to influence others to share content

•  Use social media to initiate conversations around content

•  Repurpose content rather than creating new content for each channel

Getting the Conversation Started

•  Create easy to follow stories •  Establish an unique content

angle •  Provide expertise •  Form content in an engaging

way to increase audience engagement

•  Design content to fit channel formats

Calling All Owls

Hootsuite Ambassador Program •  Identify customers that share positive

brand sentiment and have an established presence

•  Create unique activities and incentives in an exclusive, gamified program

•  Reach out to target audience members with a concise overview, simple ways to get involved right away, and clear expectations

•  Enable advocates with leadership roles, making them the heroes among peers

•  Provide ongoing ways to retain and increase participation

When creating an advocacy program, think from the customer POV…what’s in it for me. #FBSprint

Hootsuite Hootups •  Identify existing presence in key markets

•  Find influencers and brand advocates to lead activities and evangelize for brand

•  Establish an incentive program for organizers

•  Confirm activity format and relevant content for attendees

•  Develop repeatable and scalable activity model (consider frequency, bandwidth, budgets, and grassroots efforts)

•  Start in one region and expand over time

Enlist the help of brand advocates to host activities locally, expanding your reach and maximizing bandwidth. #FBSprint

72% of 2014 Hootups led by Hootsuite Ambassadors

3,200+ 2014 attendees

19 participating countries

200+ 2014 Hootups

2014 Attendee Types

76%

24% Prospects

Customers

13% of prospects in 2014 Hootups converted to Hootsuite customers. #FBSprint

•  Number of Hootups and attendees •  Recurring Hootup organizers •  First time Hootup locations •  Increase in Hootsuite’s social channels following •  Number of leads generated and coupons redeemed •  Increase in user signups and active users •  Increase in Ambassador registrations •  Amount and type of content generated

Map metrics results back to overall business goals and track impact through the pipeline. #FBSprint

Measurement of Success

•  Ongoing engagement and moment-in-time activities integration

•  Participant incentives to establish a self-sustaining program

•  Fun and informative, extending Hootsuite culture •  Engagement integration across social channels •  Easy access and easy to participate •  Regional participation •  Ambassador-led activities

Key Components of Hootups

Create a strong support system to enable and empower external facilitators. #FBSprint

Key Takeaways

Create greater on- and offline community engagement by empowering your most loyal advocates and influencers. #FBSprint

•  Establish a strong community that aligns across on- and offline channels

•  Enable and incent community to lead conversations, activities, and storytelling

•  Use social media channels to engage on an ongoing basis and moment-in-time activities to build stronger bonds

•  Provide call-to-actions and incentives to keep engagement going •  Optimize processes to scale across regions and to maximize

bandwidth, budgets, and resources

Tips

•  Be creative and pilot new ideas •  Focus on audience care-

abouts •  Make your audiences the

heroes •  Create a strong sense of

integrated community •  Repurpose content across on-

and offline channels

Final Thoughts…

Hootsuite University

https://learn.hootsuite.com/

https://newhouse.hootsuite.com/

http://signup.hootsuite.com/ambassador/

Newhouse Advanced Social Media Strategy Program

Hootsuite Ambassador Program

@hootsuite

/hootsuite

/company/hootsuite

/+hootsuite

Let’s Stay Connected

Thank You! Elizabeth Houston @elhoust

More Info: hootsuite.com