how to get your customers to rave about you (building an advocate community for your brand)
TRANSCRIPT
How To Get Your Customers Raving About You Building an Advocate Community for Your Brand
Dan Spicer @Hootsuite
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
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
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
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
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
Measuring Success
Engagement
Advocacy
Community Health
● Volume of conversations, sentiment, SOV ● User-generated content posts and shares ● Event attendance in target cities & customer conversion
● Participation in Community Forum ● Community self-solve rate ● Active follower base to our social channels
● # of Ambassadors in key local markets ● Ambassador engagement and participation in challenges ● Positive sentiment conversations and content sharing
.
Hootsuite Community Support Forum
● 18,000 HS customers signed into the Community Forum
● Nearly 11,000 active discussions
● 70,000 unique pageviews per month
● Ambassadors respond to 41% of support queries
67% of 2014 Hootups led by Hootsuite Ambassadors
15,780 2014 attendees
57 participating countries
250+ 2014 Hootups
Steps to establishing our Hootup presence • Identify existing presence in key markets - #LandAndExpand
• Find advocates to lead activities and evangelise for brand
• Establish an incentive program for organisers
• Confirm activity format and relevant content for attendees
• Develop repeatable and scalable activity model (consider frequency, bandwidth, budgets, and grassroots efforts)
• Start in one region and expand over time
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!
02
01 03
Deepen Customer Profiles Progressive profiling to learn more and more about your customers over time. Collaborate and combine meaningful data from existing business systems to complete customer segment profiles.
Engaging Community Experiences
Distribution of localised and highly target content relevant to
your target audiences Better Insight for Better Business Decisions Increased research efficiency + Long-term relationships with customers and insights built over time and fed back into your go-to-market strategy.
Advocate Insight Drives Smarter Business Decisions
Smarter Business Decisions
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
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