From Fans to Advocates: How to Build Community and Grow #BrandLove

From Fans to Advocates •  How to Build Community

and Grow #BrandLove

VP, Community & Customer Experience @JeanetteG @HootCommunity

Jeanette Gibson Director, Education Strategy @DR4WARD

Dr. William Ward

#HootSMW

11M+ Users

worldwide

1600+ Enterprise Customers

744 out of the

Fortune 1000

Hootsuite Vision

Revolutionize Communications via Social

Community Vision Be the most loved brand in social media by building

lasting relationships with our users and inspiring Hootsuite fans around the World

80% It costs 80% less to

retain a customer than acquire a new one

95% Increasing retention rate by 5% can increase profits by

95% over long-term*

*Harvard Business Study ** MSI Study

25% Increased engagement on

community sites can result in 25% increase in revenue**

Community Impact on Business

The State Of Customer Experience, Management, 2013

Companies view customer experience as one of their top priorities

Use customer experiences as a competitive differentiator

92%

© 2014 Forrester Research, Inc. Reproduction Prohibited

60%

Source: January 12, 2014, “The Customer Experience Index, 2014” Forrester report

Yet, few companies deliver an outstanding experience

53% © 2014 Forrester Research, Inc. Reproduction Prohibited

1%

1%

42% 37%

11%

Very Poor (0 to 54)

Poor (55 to 64)

OK (65 to 74)

Good (75 to 84)

Excellent (85+)

Seeding #BrandLove

Relationships

Be an internal advocate for the customer and nurture brand loyalty

Deliver insights about your customer and use data to continually improve, grow and nurture your community

Add value by inspiring, educating or entertaining customers with thoughtful moderation, relevant content and online/offline experiences

Build relationships with key members of the community and with each other, nurturing customers and developing engagement strategies

Engage employees to make your brand personal and accessible to customers

Insights

Engage Employees

Add Value

Advocacy

Customers & #Brandlove

Brand Ambassadors 875 Ambassadors in 67 countries

Being a Hootsuite Ambassador makes you part of a growing global community. Regardless of what country you are in, each local Hootsuite community is built by the same grassroots efforts that has made them such a huge success. – Danielle Hatfield -Hootsuite Ambassador, North Carolina

Ambassadors Increase our Global Reach

Amplification Product releases shared with ambassadors to drive 200% more engagement & reviews

Insights Share regional insights, offer product feedback and support initiatives in 22+ languages

Support Support our 15,000 registered customers in the Support Forum with 80% response rate

Events Drive localisation efforts by hosting 200+ events in 62 countries

Empower engaged users to act as brand advocates to grow Hootsuite’s global community

Ambassadors Strengthen our Support Community

We challenged the Hootsuite Ambassadors to a 60-Day race to see which #HootAmb could provide the most support over the course of August and September. From July to August we saw a 30% increase in Ambassador engagement as well as more than doubling our Community Forum self-serve.

Brand ambassadors helped @Hootsuite reach 65% self solve rate in its community support forum #hootamb

Who Attends Our Hootups?

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

Measuring Success

●  # of Ambassadors in key local markets

●  Ambassador engagement and participation

●  Volume of conversations, sentiment, SOV

●  User-generated content posts and shares

Relevant Content = #BrandLove

Driving Engagement Timely content to create conversation

Stories

Momentum

Experiences Inspire fans by curating experiences and stories that surprise and delight

#BrandLove in Action

•  Geo-Search to engage within a certain radius

•  London grand opening

•  12K+ locations

•  #SayCheeseSweeps 1K total mentions

•  Let community tell their story with visuals

•  #WellTraveled Photo Contests 480K Instagram Followers

•  60% Increase in positive brand sentiment

•  Served as Hootsuite Campus Ambassador

•  Completed social media certifications

•  Championed social in her workplace

Adelyn Biedenbach @Adelynlee Community Manger

•  57K followers today (increased from 4K in 2013)

•  Driving increased ticket sales

Reward Your Influencers

Employees & #BrandLove

“The general public want to hear

directly from employees as ‘Ambassadors for the company.’ ”

Edelman Trust Barometer

Employees Help Build #BrandLove

●  Motivate with purpose, not profits

●  Mobilize with education, provide the tools

●  Make sharing content simple & easy

●  Bring employee ideas front and center

#SMW14: #HootsuiteLife Employee Engagement

“@David_Thai That time I wore a kangaroo suit to the company retreat #hootsuitelife #SMW14”

Key Takeaways •  Know your audience and create relevant experiences •  Champion your customer’s needs •  Focus on content that resonates with your audience •  Use events to connect users with one another •  Gamify the experience to make it fun and challenging

http://signup.hootsuite.com /ambassador

Sign up page

@hootsuite

/hootsuite

/company/hootsuite

/+hootsuite

Join the conversation

#HootAmb

Share the love

@hootsuite

Thank You!

Jeanette Gibson Dr. William Ward @JeanetteG @DR4WARD

#HootSMW