Jeanette Gibson - From Fans To Advocates

AMP TALKS: SESSION #2

FROM FANS TO ADVOCATES:

HOW TO BUILD COMMUNITY

AND GROW #BRANDLOVE

JEANETTE GIBSONVP of Customer Experience & Community |

Hootsuite | @JeanetteG

#ADVOCAMP

11M+Users

worldwide

1600+EnterpriseCustomers

744out of the

Fortune 1000

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

Building a global advocacy program

is a marathon, not a sprint.

6 Steps to Success:

Building a Global Advocacy Program

Communities fail when companies stop listening to

their users. #Advocamp #HootAmb

Listen

Find people already talking about your brand

Attract

Hootsuite

PRO

A formal education program drives

40% more engagement with brand

advocates #Advocamp

Focus on “WIIFM”

Onboard

Build Community from Day 1

Engage

Amplification Insights Support Events

Empower your passionate users to act as brand advocates

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

forum #hootamb #advocamp

Make your advocates local superheros!

Celebrate

and evolve to grow globally

● Gamify your program to offer advanced challenges

● Be transparent and ask for feedback

● Tailor activities to their local region

Adapt

Key Takeaways

• Know your audience and create relevant experiences

• Champion your customer’s needs

• Make sharing content simple and easy

• Use events to connect users with one another

• Gamify the experience to make it fun and

challenging

Thank You!

Jeanette Gibson

@JeanetteG

#HootAmb

AMP TALKS: SESSION #2

FROM FANS TO ADVOCATES:

HOW TO BUILD COMMUNITY

AND GROW #BRANDLOVE

JEANETTE GIBSONVP of Customer Experience & Community |

Hootsuite | @JeanetteG

#ADVOCAMP