Building an Advocate Community Examples from How Hootsuite Gets Their Customers Raving About The Brand Head of Community, EMEA @DanSpicer Dan Spicer
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Building an Advocate Community Examples from How Hootsuite Gets Their Customers Raving About The Brand
Head of Community, EMEA @DanSpicer
Dan Spicer
11M+ Users
worldwide
1600+ Enterprise Customers
744 out of the
Fortune 1000
*Gartner Predicts 2014: Seizing the Digital Business Advantage, by Jorge Lopez, Diane Morello, Stephen Prentice, and Rand Leeb-du Toit, December 11, 2013.
of businesses will lose market position
Social Business Incompetence
*Gartner Predicts 2014: Seizing the Digital Business Advantage, by Jorge Lopez, Diane Morello, Stephen Prentice, and Rand Leeb-du Toit, December 11, 2013.
cede dominance
Social Business Incompetence
1 in 5
of executives not engaged
*Brian Solis: New Slides and Data: The State of Social Business Evolution in 2013
Social Business Incompetence
2
Tweets All / No replies
Reply Retweet Favorite More
AT&T @RamblingRooney Resist the urge, Jay. We heard it’s dark, scary and no one can ever hear you. No one
Nov 26 @ATT
Expand
Reply Retweet Favorite More
Jay Rooney Just found out that @TMobile doesn’t charge extra for overseas data. What the hell am I still doing with @ATT?
Nov 26 @RamblingRooney
Expand
Reply Retweet Favorite More
T-Mobile @RamblingRooney You know there is an alternative to old-school wireless carriers, right? It’s called @TMobile, the #uncarrier ^ Lisa A
@TMobile Nov 26
Expand
Tweets All / No replies
Reply Retweet Favorite More
AT&T @RamblingRooney Resist the urge, Jay. We heard it’s dark, scary and no one can ever hear you. No one
Nov 26 @ATT
Expand
Reply Retweet Favorite More
Jay Rooney Just found out that @TMobile doesn’t charge extra for overseas data. What the hell am I still doing with @ATT?
Nov 26 @RamblingRooney
Expand
Reply Retweet Favorite More
T-Mobile @RamblingRooney You know there is an alternative to old-school wireless carriers, right? It’s called @TMobile, the #uncarrier ^ Lisa A
@TMobile Nov 26
Expand
Reply Retweet Favorite More
Jay Rooney @ATT Hmmm… I could be persuaded by a discount on my data plan
Nov 26 @RamblingRooney
Expand Reply Retweet Favorite More
T-Mobile @ATT Did your kindergarten panel write that for you? @RamblingRooney Global data at no extra charge vs. $$$$$$ #ItsNotComplicated
@TMobile Nov 26
Expand Reply Retweet Favorite More
AT&T @RamblingRooney No gloves out here, Jay. It’s too close to the holidays to be so disgrunted. #HappyCarrier
Nov 26 @ATT
Expand Reply Retweet Favorite More
John Legere @TMobile @ATT @RamblingRooney bet @ATT’s CEO isn’t going to join the convo. Come join the #WirelessRevolution!
@JohnLegere Nov 27
Expand Reply Retweet Favorite More
Jay Rooney @JohnLegere You definitely caught my attention, good sir. Going to a @TMobile store to inquire tomorrow!
Nov 26 @RamblingRooney
Expand
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%
Yet, few companies deliver an outstanding experience
© 2014 Forrester Research, Inc. Reproduction Prohibited
53%
1%
1%
42% 37%
11%
Very Poor (0 to 54)
Poor (55 to 64)
OK (65 to 74)
Good (75 to 84)
Excellent (85+)
Source: January 121, 2014, “The Customer Experience Index, 2014” Forrester report
2014/15
2012
2013
How do we adapt?
just 20% of brands use advocate and experts programs in their marketing
YET…
*MarketingCharts2014
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
15k twitter followers
Bryan Kramer @BryanKramer
117k Twitter followers
Diana Luong Works for Hootsuite
613 Instagram followers, 12k Instagram on her Etsy store
5.9m+ TWITTER REACH
15748 CHALLENGES COMPLETED
232 HOOTUPS
449 PUBLISHED CONTENT
PARTICIPATE IN GAMIFIED CHALLENGES
560
1K+ Ambassadors
34% INCREASE IN SELF-SOLVE RATE
Steps Toward Building An Advocate Community
Purpose
Utilise a set of targeting techniques to identify fans/super-fans in order to build/grow an advocate community
Develop a feedback loop/program and utilise advocate knowledge to improve brand/product/service
Layer in offline initiatives to complement online activities (targeted to specific shared interests/values within the community)
Define a purpose and a set of clear objectives for advocates
Implement long-term actions (gamification, exclusivity options, evergreen content etc.) to create a sustainable community
Feedback
Action
Offline
Identify
1 Define the purpose
Awareness
Consideration
Preference
Purchase
Loyalty
Advocacy
Funnel
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 15 languages
Support Engage and support our 15,000 registered customers in the Support Forum with 80% response rate
Events Drive localisation efforts by hosting 200 events
Empower engaged users to act as brand advocates to help build and grow Hootsuite’s global community
Focus on customers, not influencers
2 Identify your best customers
© 2014 HootSuite Media Inc
Consume
Curate
Create
90-9-1
TIP
TIP
3 Integrate rituals in community life
Merge offline & promote cyclic events, like meetups and conferences 4
87% of 2014 Hootups led by Hootsuite Ambassadors
15,780 2014 attendees
57 participating countries
272 2014 Hootups
2014 Attendee Types
13% of prospects in 2014 Hootups converted to Hootsuite customers.
5 Show Your Listening - #FeedbackLoop
TIP
Beta test our new mobile app!
TIP
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!
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!
Head of Community, EMEA Dan Spicer
@DanSpicer <- Let’s be friends J
Related Documents
