from fans to advocates: how to build community and grow #brandlove

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

Post on 14-Jul-2015



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  • 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


  • 11M+ Users


    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 prots 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 dierentiator


    2014 Forrester Research, Inc. Reproduction Prohibited


  • 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



    42% 37%


    Very Poor (0 to 54)

    Poor (55 to 64)

    OK (65 to 74)

    Good (75 to 84)

    Excellent (85+)

  • Seeding #BrandLove


    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/oine 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


    Engage Employees

    Add Value


  • 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 eorts that has made them such a huge success. Danielle Hateld -Hootsuite Ambassador, North Carolina

  • Ambassadors Increase our Global Reach

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

    Insights Share regional insights, oer 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 eorts by hosting 200+ events in 62 countries

    Empower engaged users to act as brand advocates to grow Hootsuites 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



    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 certications

    Championed social in her workplace

    Adelyn Biedenbach @Adelynlee Community Manger

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

    Driving increased ticket sales

    Reward Your Inuencers

  • 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 prots

    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 customers 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

  • /ambassador

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    Join the conversation


    Share the love


  • Thank You!

    Jeanette Gibson Dr. William Ward @JeanetteG @DR4WARD