from fans to advocates: how to build community and grow #brandlove
TRANSCRIPT
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
#HootSMW
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 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
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%
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
1%
1%
42% 37%
11%
Very Poor (0 to 54)
Poor (55 to 64)
OK (65 to 74)
Good (75 to 84)
Excellent (85+)
Seeding #BrandLove
Relationships
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/offline 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
Insights
Engage Employees
Add Value
Advocacy
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
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 22+ languages
Support Support our 15,000 registered customers in the Support Forum with 80% response rate
Events Drive localisation efforts by hosting 200+ events in 62 countries
Empower engaged users to act as brand advocates to grow Hootsuite’s 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
Measuring Success
● # of Ambassadors in key local markets
● Ambassador engagement and participation
● Volume of conversations, sentiment, SOV
● User-generated content posts and shares
Driving Engagement Timely content to create conversation
Stories
Momentum
Experiences Inspire fans by curating experiences and stories that surprise and delight
• 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 certifications
• Championed social in her workplace
Adelyn Biedenbach @Adelynlee Community Manger
• 57K followers today (increased from 4K in 2013)
• Driving increased ticket sales
Reward Your Influencers
“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 profits
● 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 customer’s 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
http://signup.hootsuite.com /ambassador
Sign up page
@hootsuite
/hootsuite
/company/hootsuite
/+hootsuite
Join the conversation
#HootAmb
Share the love
@hootsuite