Hootsuite Secret FilesHow a social media company markets via social

Director Marketing, Hootsuite

@cameronu

Cameron Uganec

New Paradigm = Storytelling

PAID MEDIA

OWNEDMEDIA

EARNEDMEDIA

CUSTOMERS/ADVOCATES

INFLUENCERS

TRADITIONAL MEDIA

Customer Journey

Awareness

Consideration

Preference

Purchase

Loyalty

Advocacy

Funnel

Create Distribute Engage Measure Amplify

Responsive Marketing

Content Marketing

Social Marketing Social Advertising

HootSuite, the world’s leading social relationship platform.Over 9 million users and 747 of the Fortune 1000 trust HootSuite.

Social DNA

Twitter Followers

90K

173K

217K

269K

5.7M

1M 3M 5M

IBM

Salesforce

Oracle

Adobe

HootSuite

7M

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

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

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

Our Marketing Mission: To attract, educate and empower audiences and customers

Create Distribute Engage Measure Amplify

Responsive Marketing

Content Marketing

Social Marketing Social Advertising

Traditional marketing talks at people. Content marketing talks with them.

Valuable Content

Awareness

Shares

Subscribers

SEO

Nurture

Results: 700,000 YouTube subscribers

290 million+ video views

Sales increased 500%

Results: Viewed more than 12 million times

Related apps have 400,000+ downloads

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:

Results: Named in Mashable alongside Pepsi,

Red Bull and Intel as first brands to do it

116,000 YouTube views

Sub $300 production cost

"Most self-promotions

are works of attention-seeking desperation. This

one's practically a work of

art.”

–Adweek

Game of Social

Results: 775,000+ YouTube views, +50,000 social

sharesMedia pick-up by: Mashable, TIME, Adweek, Fast Company & AdAge

Tip 1: Be the show, not the commercial

Tip 2: Don’t get stuck in routines

Tip 3: Tell Stories with Heart

Tip 4: Think Attract vs. Interrupt

Create Distribute Engage Measure Amplify

Responsive Marketing

Content Marketing

Social Marketing Social Advertising

Social Marketing:

Distribution, engagement and measurement via social channels

Tip 1: Think like a media company

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

“Fish where the fish are biting”

-Granddads everywhere

JC Penny at the Super Bowl

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

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

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

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

Thought Leadership

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

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

Engage

Results: Landed a major contract

Tip 2: See every comment as a golden opportunity

Tip 3: Momentum, timing and focus are key

Employees

163,500X

25

Followers

111

Friends

Reach

22,236,000

Social Media Team

Tip 4: Empower your team

Create Distribute Engage Measure Amplify

Responsive Marketing

Content Marketing

Social Marketing Social Advertising

54

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)

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

Tip 1: Rotate your social ads regularly

Tip 2: Amplify organic with paid

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

Be the show –Not the commercial Tell stories with heart

Tips

Use thought leadership to build brand awareness

DEC 2008

APR 2009

AUG 2009

DEC 2009

APR 2010

AUG 2010

DEC 2010

JAN 2011

EgyptianUser Registration

7000% increase Egyptian User Registration

EgyptLeaked Tweets

Cameron Uganec

Director Marketing, Hootsuite

@cameronu