1. Interactions that Inspire
How Community Managers
Create Customer Evangelists
Customer Love Summit - February 14th, 2013

2. Building Community
• Cultivate relationships
with people who are
passionate about your
brand
• Create experiences
that make people feel
“warm and fuzzy”

3. Tech is Just a Tool
• It’s all about story telling –
don’t get hung up on the
jargon and acronyms
• Formula is simple:
— Be interesting
— Be passionate
— Share meaningful stories

4. One Revolution at a Time
Identify a goal: don’t try to boil the ocean
What are you trying to say?
Who are you trying to share with?
Where do they hang out?
How do they talk about you?

5. Invest in Your Audience
Tactic: Identify
find people who are already
passionate about your brand
Tool: HootSuite
track mentions across all
platforms in one location

6. Get to Know Them
Tactic: Segment
find out what they care about
and sort them into groups
Tool: Insights Tab
use bios to find out interests,
motivators and passions

7. Where Do They Hang Out?
Tactic: Monitor
track activity and identify
most relevant platform
Tool: Search Streams
keywords, misspellings
and hashtags

8. How Do They Talk About You?
Tactic: Positioning
see how your customers relate to
your story and optimize vocab
— what they say about you vs.
what you say about yourself
— using natural language increases
search engine rankings
Tool: Teams
archive messages, share
streams, tag & assign tasks

9. The Power of Lists
Tactic: Participate
respond to and follow people
who mention your brand
— even if it’s negative, people
just want to feel heard
Tool: Filters
create lists for context
— events, topics, industries,
employees, competitors, etc.

10. Build a Posse
Tactic: Eager Beavers
cozy up with the “hand-raisers,”
identify by region
Tools: Online
filter by Klout and location,
geotarget posts, Rapportive
Tools: Offline
form partnerships with local
clubs, create in-person events

11. Empower Them
Tactic: Facilitate
bring them into the club and make them feel special
Tool: Ambassadors
• Create Programs:
give them titles with clear roles,
tasks and expectations
• Insider info:
beta testing, early
access to releases
• Team functions:
assign messages,
notes

12. Share Stories
Tactic: Highlight
amplify interestingness,
measure everything
(nuance = respect)
Tools: Contextualize
republish and frame content
— blog posts, Tumblr, Storify,
Facebook groups, Google+
Hangouts, Scoop.it
— experiment: use auto generated
reports to track traction

13. Toolbox: Community Cheat Sheet
Community Building Checklist:
q
þ Monitoring: set up HootSuite,
track mentions, reports
q Insights Tab: bios
q Search streams: keywords,
misspellings, hashtags
q Teams: archive messages, share
streams, tag & assign tasks
q Filter: lists, circles, Klout,
geolocated searches
q Identify: geotarget posts,
Craving more Hoot Tips? Apply to our
Rapportive, partnerships & events
Community Manager Advisory Council.
q Ambassadors: programs, insider
info, set up team
q Share stories: repost,
contextualize, experiment, report

14. Hoo’s Hooting: Laura Horak
North & South America Community Manager, HootSuite
While at the nest, Laura is responsible for the planning and execution of
community-building programs and activities and helps manage HootSuite's
over 60 Twitter accounts in three languages. Laura is very active in the
community manager community and was named by Jeremiah Owyang as the
#1 Rising Star in the Community Management space. She is a member of the
WOMMA CM Council, was the community manager for the
#NYTechResponds Hurricane Sandy Hackathon, organized and co-hosted 12
hours of Google+ Hangouts for CMAD with MyCMGR.com, and is currently
piloting the Community Manager Advisory Council for HootSuite.
In her past life, Laura worked for Firefly Millward Brown, a marketing research
firm where she worked with a variety of clients including Nike, Unilever,
Reckitt Benckiser, Brown-Forman, Ford, BBC, and NBC Universal. She played
an integral role in conceptualizing and conducting the first global qualitative
research study into consumers’ and corporate executives’ attitudes and
behaviors towards brands in social media. She was born in the US and has
lived in Latin America and Europe, and is fluent in Spanish, Portuguese and
English. Laura received her degree from Fordham University where she
double majored in International Political Economy and Communications &
Media Studies, with minors in Media, Society & Culture and Journalism.

15. Thank You!
Laura Horak
@laurahoots @HootClub
laura.horak@hootsuite.com