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Are offline activities still relevant in a digital world? Let’s explore the impact integrated on- and offline social media efforts can have on business. During this session we’ll take a look at the ways both types of efforts are used, the impact they can have on business, and key takeaways that can be shared with colleagues.
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Online and Offline: Creating a Holistic Customer Experience
Director, Enterprise Community
@elhoust
Elizabeth Houston
With so many communication engagement tools to choose from, integration is key in creating major business impact. #FBSprint
The Dynamic Customer Decision Journey
Source: Brian Solis
• Broader awareness
• Better customer Engagement
• Deeper loyalty
• Potential revenue
• Retention
+Specialized
Offline ProgramsOngoing Online
Engagement
Overall Better & Holistic
Experience=
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
Offline Activities
Advertising
Email / Direct Mail
Websites / SEO / Web Banners
Demos
Social Media
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
Getting the Conversation Started
• 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
Calling All Owls
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
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
72%of 2014 Hootups led by Hootsuite Ambassadors
3,200+ 2014 attendees
19 participating countries
200+ 2014 Hootups
2014 Attendee Types
76%
24%
Prospects
Customers
13% of prospects in 2014 Hootups converted to Hootsuite customers. #FBSprint
• 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
• 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
Key Components of Hootups
Create a strong support system to enable and empower external facilitators. #FBSprint
Key Takeaways
Create greater on- and offline community engagement by empowering your most loyal advocates and influencers. #FBSprint
• 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
Tips
• 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
Final Thoughts…
Hootsuite University
https://learn.hootsuite.com/
https://newhouse.hootsuite.com/
http://signup.hootsuite.com/ambassador/
Newhouse Advanced Social Media Strategy Program
Hootsuite Ambassador Program
@hootsuite
/hootsuite
/company/hootsuite
/+hootsuite
Let’s Stay Connected
Thank You!
Elizabeth Houston
@elhoust
More Info:hootsuite.com