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