Hootsuite Secret FilesHow a social media company markets via social
Director Marketing, Hootsuite
@cameronu
Cameron Uganec
New Paradigm = Storytelling
PAID MEDIA
OWNEDMEDIA
EARNEDMEDIA
CUSTOMERS/ADVOCATES
INFLUENCERS
TRADITIONAL MEDIA
Customer Journey
Awareness
Consideration
Preference
Purchase
Loyalty
Advocacy
Funnel
Create Distribute Engage Measure Amplify
Responsive Marketing
Content Marketing
Social Marketing Social Advertising
HootSuite, the world’s leading social relationship platform.Over 9 million users and 747 of the Fortune 1000 trust HootSuite.
Social DNA
Twitter Followers
90K
173K
217K
269K
5.7M
1M 3M 5M
IBM
Salesforce
Oracle
Adobe
HootSuite
7M
Jan-
09
Apr-0
9
Jul-0
9
Oct-0
9
Jan-
10
Apr-1
0
Jul-1
0
Oct-1
0
Jan-
11
Apr-1
1
Jul-1
1
Oct-1
1
Jan-
12
Apr-1
2
Jul-1
2
Oct-1
2
Jan-
13
Apr-1
3
Jul-1
3
Oct-1
3
Jan-
140
1000000
2000000
3000000
4000000
5000000
6000000
7000000
8000000
9000000
10000000
Hootsuite Growth
May 2014
Twitter@HootSuite - 5,760,000 followers
Blog4.5 million visits/year
Google+29,000 followers
LinkedInHootSuite Page:22,384 followers
Ryan Holmes Influencer363,828 followers
YouTube6,248 subscriptions
Facebook413,924 followers
Instagram3,367 followers
Pinterest1,969 followers
Slideshare1,670 followers
Channels Overview
Director
Content/brand
5 Writers
Thought Leadership
2 Journalists
Design
4 Designers
Blogs
2 Social/Blog
Social
4 Social
Video
2 Video
Our Content Marketing Team
Our Marketing Mission: To attract, educate and empower audiences and customers
Create Distribute Engage Measure Amplify
Responsive Marketing
Content Marketing
Social Marketing Social Advertising
Traditional marketing talks at people. Content marketing talks with them.
Valuable Content
Awareness
Shares
Subscribers
SEO
Nurture
Results: 700,000 YouTube subscribers
290 million+ video views
Sales increased 500%
Results: Viewed more than 12 million times
Related apps have 400,000+ downloads
Jeni’s book becomes a New York Times best-sellerJeni’s gets tons of top-tier press coverageBusiness expands from 2 to 11 store frontsSold in over 700 grocery stores
Results:
Results: Named in Mashable alongside Pepsi,
Red Bull and Intel as first brands to do it
116,000 YouTube views
Sub $300 production cost
"Most self-promotions
are works of attention-seeking desperation. This
one's practically a work of
art.”
–Adweek
Game of Social
Results: 775,000+ YouTube views, +50,000 social
sharesMedia pick-up by: Mashable, TIME, Adweek, Fast Company & AdAge
Tip 1: Be the show, not the commercial
Tip 2: Don’t get stuck in routines
Tip 3: Tell Stories with Heart
Tip 4: Think Attract vs. Interrupt
Create Distribute Engage Measure Amplify
Responsive Marketing
Content Marketing
Social Marketing Social Advertising
Social Marketing:
Distribution, engagement and measurement via social channels
Tip 1: Think like a media company
Twitter@HootSuite - 5,760,000 followers
Blog4.5 million visits/year
Google+29,000 followers
LinkedInHootSuite Page:22,384 followers
Ryan Holmes Influencer363,828 followers
YouTube6,248 subscriptions
Facebook413,924 followers
Instagram3,367 followers
Pinterest1,969 followers
Slideshare1,670 followers
Channels Overview
“Fish where the fish are biting”
-Granddads everywhere
JC Penny at the Super Bowl
Tweets All / No replies
Reply Retweet Favorite More
DoritosSlow down, @jcpenney. Have some #Doritos.
Feb 3@Doritos
Expand
Reply Retweet Favorite More
JC PenneyToughdown Seadawks!! Is sSeattle going toa runaway wit h this???
Feb 3@JCPenney
Expand
Reply Retweet Favorite More
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
Expand
Reply Retweet Favorite More
DoritosSlow down, @jcpenney. Have some #Doritos.
Feb 3@Doritos
Expand
Reply Retweet Favorite More
JC PenneyToughdown Seadawks!! Is sSeattle going toa runaway wit h this???
Feb 3@JCPenney
Expand
Reply Retweet Favorite More
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
Expand
Reply Retweet Favorite More
Kia Motors AmericaHey @jcpenney need a designated driver?
Feb 3@Kia
Expand
Tweets All / No replies
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 Bowl120,334 social media mentions
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
Thought Leadership
Results: 6,000+ click-throughs to hootsuite.com on
the day the article was published
Mobile app had a 78% bump in downloads
4-Mar 5-Mar 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-Mar 20-Mar 21-Mar 22-Mar0
2000
4000
6000
8000
Social Media Team
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
Avera
ge Fo
rtune 5
00
Com
pany
Engage
Results: Landed a major contract
Tip 2: See every comment as a golden opportunity
Tip 3: Momentum, timing and focus are key
Employees
163,500X
25
Followers
111
Friends
Reach
22,236,000
Social Media Team
Tip 4: Empower your team
Create Distribute Engage Measure Amplify
Responsive Marketing
Content Marketing
Social Marketing Social Advertising
54
Results:
56
We now create more content on this subject, offering audiences value & knowledge they WANT Twitter Ads performing at 1/3 the cost of other channels for driving sales leads.
Twitter Ads generates an average of 5000 leads/month.
We have started to move our spend increasingly into social (Twitter primarily)
Under our Hood…16x increase on social ads since 2012.
4x Social advertising team since 2012
Twitter and Facebook ads lowest CPL of all of our paid channels
22% of budget allocated to social ads
Social ads will drive 38% of leads in 2014, up from 12% in 2013
Tip 1: Rotate your social ads regularly
Tip 2: Amplify organic with paid
Responsive 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
Be the show –Not the commercial Tell stories with heart
Tips
Use thought leadership to build brand awareness
DEC 2008
APR 2009
AUG 2009
DEC 2009
APR 2010
AUG 2010
DEC 2010
JAN 2011
EgyptianUser Registration
7000% increase Egyptian User Registration
EgyptLeaked Tweets
Cameron Uganec
Director Marketing, Hootsuite
@cameronu
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