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How To Get Your Customers Raving About You Building an Advocate Community for Your Brand

Dan Spicer - How To Get Your Customers Raving About You

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How To Get Your Customers

Raving About You

Building an Advocate Community for Your Brand

Dan Spicer

Community Lead, EMEA, Hootsuite

@DanSpicer

#CvHNY

Hootsuite

10M+Users

worldwide

1600+EnterpriseCustomers

744out of the

Fortune 1000

#CvHNY

Hootsuite VisionRevolutionize Communications via Social

Community VisionBe 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

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

just 20% of brands use advocate and

experts programs in their marketing

YET…

Source: Brian Solis

Dynamic Customer Decision Journey

How Do We Adapt?

"Learning from cavemen who formed communities for survival,

you need to form communities for the survival of your biz."

@Hootsuite #FBSprint

2014/15

2012

2013

Brand Ambassadors875 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 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

1 Define the purpose

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

Engage and 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 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

● Hootup 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

2 Identify your best customers

© 2014 HootSuite Media Inc

Consume

Curate

Create

90-9-1

Focus on customers, not influencers

NPS POP UP

3 Integrate rituals in community life

Ambassador Growth

.

Hootsuite Community Support Forum

● 15,000 HS customers signed into the Community Forum

● Nearly 10,000 active discussions

● 70,000 unique pageviews per month

● Ambassadors respond to x% of support queries

4Merge offline & promote cyclic events, like

meetups and conferences

92%of 2014 Hootups led by Hootsuite

Ambassadors

9,000+2014 attendees

29participating 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

2014 Attendee Types

13% of prospects in 2014 Hootups

converted to Hootsuite customers.

5 Show Your Listening - #FeedbackLoop

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.

Community Insight Drives Smarter Business Decisions

Smarter Business Decisions

Key Takeaways

• Define a clear purpose and set of objectives for advocates

• Target the superuser, the superfan in order to grow advocate

communities

• Focus on long-term, repeatable actions to create a sustainable

community

• Layer in offline initiatives aligned with share interests

• 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

Want To Learn More? Want To Learn More?

Thank You!

Dan Spicer

Let’s be friends -> @DanSpicer