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

#CvHNY

Hootsuite

11M+Users

worldwide

1700+EnterpriseCustomers

744out of the

Fortune 1000

Agenda

Jeanette GibsonVP, Community & Customer

Experience

@JeanetteG

• The State of Social

• Top Trends

• Building Advocacy

• How Hootsuite Engages

with Customers

• Measuring ROI

• Key Takeaways

• Networks

• Participants

• Content

AN EXPLOSION OF:

The State of Social

2.1 BILLION Active

Social Accounts

15% YoY Growth

Over half on mobile.

Global

Growth

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

Top 5 Trends

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.

Building Brand Advocacy

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

How We Build

Advocacy

Listen

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

Engage

Who Attends Our

Hootups?

13% of prospects in 2014 Hootups

converted to Hootsuite customers.

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

Build Advocacy

Beta test our new mobile app!

SareBuild Advocacy

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

Hootsuite University

https://learn.hootsuite.com/

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

Hootsuite Ambassador Program

@hootsuite

/hootsuite

/company/hootsuite

/+hootsuite

Thank You!

VP, Community & Customer Experience

Jeanette Gibson

@JeanetteG