destin haynes | be local everywhere: bootstrapping your way to global brand loyalty

Be Local Everywhere: Bootstrapping your way to global brand loyalty

Destin Haynes Director, Freemium Community

@destinfall @hootclub @hootsuite

What is HootSuite?

HootSuite is the world’s most widely used social relationship platform, with over 9 million users (in 175+ countries worldwide). 25 word blurb: HootSuite helps teams execute social media strategies across multiple social networks like Twitter, Facebook, LinkedIn and Google+ Pages from one secure web-based social relationship platform. **There is a HootSuite for everyone!

What is Community at HootSuite?

The mission of the HootSuite Community department is to build a lasting community presence for HootSuite by creating vibrant online communities with our users. The Community team represents HootSuite in local markets via online and offline outreach to inspire new users and empower people to serve as brand ambassadors.

Why is Community Important?

Customer Decision Journey

Evaluate

Consider

Bond with a Brand

Advocate Experience Buy

Become Aware of a

Brand Offering

Source: Harvard Business Review

“The Loyalty Loop”

Create a lasting bond with customers

Be Local Everywhere

Grassroots Campaigns • Ambassador program • HootUps •  #HootSwag

Ambassador Program • Expand into new markets • Gather local intel • Promote HootSuite messages • Network and learn

HootUps • User powered

events • Organic and

Ambassador lead •  Fun, educational,

seminars • Partnerships

#HootSwag • HootKits •  Localized Owly stickers •  Limited edition!

Build Authentic Relationships •  Listen & monitor •  Localize • Be genuine • Have conversations

Listen & monitor •  For your brand •  For your competitors •  Listen to what your community

wants… and give it to them

Localization •  Localization not

translation •  Translated versions

of product (web and mobile)

•  Localized content •  Localized social

media channels

“Looking back now, what really differentiated our community programs from many others at the time and what certainly contributes to our continued growth today is that we always prioritized users first (even if they were non-paying) and spoke to them over all of our social media channels.” Ryan Holmes “How to Get Millions of Customers … on a Shoestring” April 22nd 2014

Be genuine • Develop a tone of voice •  Look for fun conversations

to be a part of • Show the human behind

the brand (H2H) • Avoid focusing on

broadcasting or selling

Have conversations • Be a good neighbour •  Learn about your

community members • Engage and respond • Maintain the relationship

Surprise & Delight!

HootSuite can help you build community!

blog.hootsuite.com/community-management-tip-communication-strategy/

3 Ways to Expand Your Communication Strategy

blog.hootsuite.com/community-management-tip-brand-advocacy-program/

3 Strategies For Building a Brand Advocacy Program

blog.hootsuite.com/community-management-tips-hosting-community-events/

3 Tips For Hosting Community Events With Strong ROI

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2

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blog.hootsuite.com/category/resources

FREE RESOURCES (100’s of videos, webinars & more) 5

blog.hootsuite.com/community-tip-public-vs-private-pros-and-cons/

Community Tip: Public vs. Private, Pros and Cons 4

Thank You Have questions? @destinfall @hootclub @hootsuite