Community Impact on Business
80%It costs 80% less to
retain a customer than acquire 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**
Steps Towards Building An Advocate Community
Feedback
Define a set of clear objectives for advocates
Utilise a set of targeting techniques to identify fans/super-fans in order to build/grow an advocate community
Layer in offline initiatives to complement online activities (targeted to specific shared interests/values within the community)Develop a feedback loop/program and utilise advocate knowledge to improve brand/product/service
Implement long-term actions (gamification, exclusivity options, evergreen content etc.) to create a sustainable community
Identification
Action
Offline
Purpose
The Hootsuite Ambassador Program
AmplificationProduct releases shared with ambassadors to drive 200% more engagement & reviews
LocalisationTranslate into new languages and support initiatives in 22+ languages
SupportEngage and support our 15,000 registered customers in the Support Forum with 80% response rate
EventsDrive localisation efforts by hosting events in 5 target cities each quarter
67%of 2014 Hootups led by Hootsuite Ambassadors
15,7802014 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 Ambassadors
● Total Twitter reach of #HootAmb: 4.5 million!
02
01 03
Deepen Customer ProfilesProgressive 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 DecisionsIncreased research efficiency + Long-term relationships with customers and insights built over time and fed back into your go-to-market strategy.
Community Insight Drives Smarter Business Decisions
Smarter Business Decisions
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
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