Elizabeth Houston, Director of Enterprise Community at Hootsuite, will show you how Hootsuite manages to use both online and offline events to get people to participate in their community and create a seamless customer experience.

1. Online and Offline: Creating a
Holistic Customer Experience
Elizabeth Houston
Director, Enterprise Community
@elhoust

2. With so many communication
engagement tools to choose from,
integration is key in creating major
business impact. #FBSprint

3. The Dynamic Customer Decision Journey
Source: Brian Solis

4. • Broader
awareness
• Better customer
Engagement
• Deeper loyalty
• Potential revenue
• Retention
+ Specialized Offline
Programs
Ongoing Online
Engagement
Overall Better &
= Holistic Experience

5. Online
• Extend reach and
impressions
• Create a sense of community
• Focus conversations around
like interests
• Generate WOM
• Provide platforms for
customers to be storytellers
Offline
• Deepen relationships
• Provide personalized attention
• Create exclusivity through
activities
• Elevate reputations of most
loyal customers
• Showcase customer case
studies
Online and Offline Benefits

6. Offline
Activities
Advertising
Social Media
Email / Direct
Mail
Demos
Websites /
SEO / Web
Banners
Integrated
Strategy
Enable audience members to
create the story themselves in
both on- and offline channels,
creating a stronger sense of
community. #FBSprint
• Focus on a main content
driver, applying elements into
channels
• Target specific audience
members to influence others
to share content
• Use social media to initiate
conversations around content
• Repurpose content rather
than creating new content for
each channel

7. Getting the Conversation Started

8. • Create easy to follow stories
• Establish an unique content
angle
• Provide expertise
• Form content in an engaging
way to increase audience
engagement
• Design content to fit channel
formats

9. Calling All Owls

11. Hootsuite
Ambassador
Program
• Identify customers that share positive
brand sentiment and have an
established presence
• Create unique activities and incentives
in an exclusive, gamified program
• Reach out to target audience members
with a concise overview, simple ways to
get involved right away, and clear
expectations
• Enable advocates with leadership roles,
making them the heroes among peers
• Provide ongoing ways to retain and
increase participation
When creating an
advocacy
program, think
from the
customer POV…
what’s in it for
me. #FBSprint

12. Hootsuite
Hootups
• Identify existing presence in key markets
• Find influencers and brand advocates to
lead activities and evangelize for brand
• Establish an incentive program for
organizers
• 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
Enlist the help of
brand advocates
to host activities
locally, expanding
your reach and
maximizing
bandwidth.
#FBSprint

13. 3,200+
2014 attendees
72%
of 2014 Hootups led by Hootsuite
Ambassadors
19
participating countries
200+
2014 Hootups

14. 2014 Attendee
Types
76%
24%
Prospects
Customers
13% of prospects in 2014 Hootups
converted to Hootsuite customers.
#FBSprint

15. • Number of Hootups and attendees
• Recurring Hootup organizers
• First time Hootup locations
• Increase in Hootsuite’s social channels following
• Number of leads generated and coupons redeemed
• Increase in user signups and active users
• Increase in Ambassador registrations
• Amount and type of content generated
Map metrics
results back to
overall business
goals and track
impact through
the pipeline.
#FBSprint
Measurement of Success

16. Key Components of Hootups
• Ongoing engagement and moment-in-time
activities integration
• Participant incentives to establish a self-sustaining
program
• Fun and informative, extending Hootsuite culture
• Engagement integration across social channels
• Easy access and easy to participate
• Regional participation
• Ambassador-led activities
Create a strong
support system
to enable and
empower
external
facilitators.
#FBSprint

17. Key Takeaways

18. Create greater on- and offline
community engagement by
empowering your most loyal
advocates and influencers. #FBSprint

19. Tips
• Establish a strong community that aligns across on- and offline
channels
• Enable and incent community to lead conversations, activities, and
storytelling
• Use social media channels to engage on an ongoing basis and
moment-in-time activities to build stronger bonds
• Provide call-to-actions and incentives to keep engagement going
• Optimize processes to scale across regions and to maximize
bandwidth, budgets, and resources

20. Final Thoughts…
• Be creative and pilot new ideas
• Focus on audience care-abouts
• Make your audiences the
heroes
• Create a strong sense of
integrated community
• Repurpose content across on-and
offline channels

21. Hootsuite University
https://learn.hootsuite.com/
Newhouse Advanced Social Media Strategy Program
https://newhouse.hootsuite.com/
Hootsuite Ambassador Program
http://signup.hootsuite.com/ambassador/
@hootsuite
/hootsuite
/company/hootsuite
/+hootsuite
Let’s Stay Connected

22. Thank You!
Elizabeth Houston
@elhoust
More Info:
hootsuite.com