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Hootsuite Secret FilesHow a social media company markets via social
Director Marketing, Hootsuite
@cameronu
Cameron Uganec
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New Paradigm = Storytelling
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PAID MEDIA
OWNEDMEDIA
EARNEDMEDIA
CUSTOMERS/ADVOCATES
INFLUENCERS
TRADITIONAL MEDIA
Customer Journey
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Awareness
Consideration
Preference
Purchase
Loyalty
Advocacy
Funnel
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Create Distribute Engage Measure Amplify
Responsive Marketing
Content Marketing
Social Marketing Social Advertising
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HootSuite, the world’s leading social relationship platform.Over 9 million users and 747 of the Fortune 1000 trust HootSuite.
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Social DNA
Twitter Followers
90K
173K
217K
269K
5.7M
1M 3M 5M
IBM
Salesforce
Oracle
Adobe
HootSuite
7M
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Jan-
09
Apr-0
9
Jul-0
9
Oct-0
9
Jan-
10
Apr-1
0
Jul-1
0
Oct-1
0
Jan-
11
Apr-1
1
Jul-1
1
Oct-1
1
Jan-
12
Apr-1
2
Jul-1
2
Oct-1
2
Jan-
13
Apr-1
3
Jul-1
3
Oct-1
3
Jan-
140
1000000
2000000
3000000
4000000
5000000
6000000
7000000
8000000
9000000
10000000
Hootsuite Growth
May 2014
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Twitter@HootSuite - 5,760,000 followers
Blog4.5 million visits/year
Google+29,000 followers
LinkedInHootSuite Page:22,384 followers
Ryan Holmes Influencer363,828 followers
YouTube6,248 subscriptions
Facebook413,924 followers
Instagram3,367 followers
Pinterest1,969 followers
Slideshare1,670 followers
Channels Overview
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Director
Content/brand
5 Writers
Thought Leadership
2 Journalists
Design
4 Designers
Blogs
2 Social/Blog
Social
4 Social
Video
2 Video
Our Content Marketing Team
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Our Marketing Mission: To attract, educate and empower audiences and customers
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Create Distribute Engage Measure Amplify
Responsive Marketing
Content Marketing
Social Marketing Social Advertising
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Traditional marketing talks at people. Content marketing talks with them.
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Valuable Content
Awareness
Shares
Subscribers
SEO
Nurture
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Results: 700,000 YouTube subscribers
290 million+ video views
Sales increased 500%
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Results: Viewed more than 12 million times
Related apps have 400,000+ downloads
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Jeni’s book becomes a New York Times best-sellerJeni’s gets tons of top-tier press coverageBusiness expands from 2 to 11 store frontsSold in over 700 grocery stores
Results:
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Results: Named in Mashable alongside Pepsi,
Red Bull and Intel as first brands to do it
116,000 YouTube views
Sub $300 production cost
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"Most self-promotions
are works of attention-seeking desperation. This
one's practically a work of
art.”
–Adweek
Game of Social
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Results: 775,000+ YouTube views, +50,000 social
sharesMedia pick-up by: Mashable, TIME, Adweek, Fast Company & AdAge
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Tip 1: Be the show, not the commercial
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Tip 2: Don’t get stuck in routines
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Tip 3: Tell Stories with Heart
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Tip 4: Think Attract vs. Interrupt
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Create Distribute Engage Measure Amplify
Responsive Marketing
Content Marketing
Social Marketing Social Advertising
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Social Marketing:
Distribution, engagement and measurement via social channels
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Tip 1: Think like a media company
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Twitter@HootSuite - 5,760,000 followers
Blog4.5 million visits/year
Google+29,000 followers
LinkedInHootSuite Page:22,384 followers
Ryan Holmes Influencer363,828 followers
YouTube6,248 subscriptions
Facebook413,924 followers
Instagram3,367 followers
Pinterest1,969 followers
Slideshare1,670 followers
Channels Overview
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“Fish where the fish are biting”
-Granddads everywhere
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JC Penny at the Super Bowl
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Tweets All / No replies
Reply Retweet Favorite More
DoritosSlow down, @jcpenney. Have some #Doritos.
Feb 3@Doritos
Expand
Reply Retweet Favorite More
JC PenneyToughdown Seadawks!! Is sSeattle going toa runaway wit h this???
Feb 3@JCPenney
Expand
Reply Retweet Favorite More
JC PenneyOops...Sorry for the typos. We were #TweetingWithMittens. Wasn't it supposed to be colder? Enjoy the game! #GoTeamUSA pic.twitter.com/e8GvnTiEGl
@JCPenney
Feb 3
Expand
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Reply Retweet Favorite More
DoritosSlow down, @jcpenney. Have some #Doritos.
Feb 3@Doritos
Expand
Reply Retweet Favorite More
JC PenneyToughdown Seadawks!! Is sSeattle going toa runaway wit h this???
Feb 3@JCPenney
Expand
Reply Retweet Favorite More
JC PenneyOops...Sorry for the typos. We were #TweetingWithMittens. Wasn't it supposed to be colder? Enjoy the game! #GoTeamUSA pic.twitter.com/e8GvnTiEGl
@JCPenney
Feb 3
Expand
Reply Retweet Favorite More
Kia Motors AmericaHey @jcpenney need a designated driver?
Feb 3@Kia
Expand
Tweets All / No replies
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Results: Brands like Kia, Coors Light, Pizza Hut,
Doritos and Snickers started piling on and amplifying the campaign
JC Penney was the second-most mentioned brand on social at the Super Bowl120,334 social media mentions
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i
Results: 115,000 total views
10,000+ shares generated through our blog, SlideShare, Facebook, Twitter, Google+, as well as our Social Media Today syndication and LinkedIn channel
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Thought Leadership
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Results: 6,000+ click-throughs to hootsuite.com on
the day the article was published
Mobile app had a 78% bump in downloads
4-Mar 5-Mar 6-Mar 7-Mar 8-Mar 9-Mar 10-Mar 11-Mar 12-Mar 13-Mar 14-Mar 15-Mar 16-Mar 17-Mar 18-Mar 19-Mar 20-Mar 21-Mar 22-Mar0
2000
4000
6000
8000
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Social Media Team
Employees
163,500X
X
25
Followers
111
Friends
10.4
10.1
Average # of
accounts
152,646
14,709Followers
Likes
Average reach
Reach
22,236,000
Reach
1,736,079
Social Media Team
Avera
ge Fo
rtune 5
00
Com
pany
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Engage
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Results: Landed a major contract
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Tip 2: See every comment as a golden opportunity
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Tip 3: Momentum, timing and focus are key
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Employees
163,500X
25
Followers
111
Friends
Reach
22,236,000
Social Media Team
Tip 4: Empower your team
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Create Distribute Engage Measure Amplify
Responsive Marketing
Content Marketing
Social Marketing Social Advertising
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54
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Results:
56
We now create more content on this subject, offering audiences value & knowledge they WANT Twitter Ads performing at 1/3 the cost of other channels for driving sales leads.
Twitter Ads generates an average of 5000 leads/month.
We have started to move our spend increasingly into social (Twitter primarily)
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Under our Hood…16x increase on social ads since 2012.
4x Social advertising team since 2012
Twitter and Facebook ads lowest CPL of all of our paid channels
22% of budget allocated to social ads
Social ads will drive 38% of leads in 2014, up from 12% in 2013
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Tip 1: Rotate your social ads regularly
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Tip 2: Amplify organic with paid
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Responsive Marketing Actualized
450% 50% 19%
growth in blog
traffic since 2012
Of blog traffic comes from social
Of unique page
views to landing pages
driven by social
31%
Of form fills driven by social
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Be the show –Not the commercial Tell stories with heart
Tips
Use thought leadership to build brand awareness
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DEC 2008
APR 2009
AUG 2009
DEC 2009
APR 2010
AUG 2010
DEC 2010
JAN 2011
EgyptianUser Registration
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7000% increase Egyptian User Registration
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EgyptLeaked Tweets
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Cameron Uganec
Director Marketing, Hootsuite
@cameronu
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