jeanette gibson - from fans to advocates
TRANSCRIPT
AMP TALKS: SESSION #2
FROM FANS TO ADVOCATES:
HOW TO BUILD COMMUNITY
AND GROW #BRANDLOVE
JEANETTE GIBSONVP of Customer Experience & Community |
Hootsuite | @JeanetteG
#ADVOCAMP
80%
It costs 80% less to
retain a customer than
acquire a new one
95%
Increasing retention rate by
5% can increase profits by
95% over long-term*
*Harvard Business Study
** MSI Study
25%
Increased engagement on
community sites can result in
25% increase in revenue**
Community Impact on Business
6 Steps to Success:
Building a Global Advocacy Program
Communities fail when companies stop listening to
their users. #Advocamp #HootAmb
Attract
Hootsuite
PRO
A formal education program drives
40% more engagement with brand
advocates #Advocamp
Focus on “WIIFM”
Engage
Amplification Insights Support Events
Empower your passionate users to act as brand advocates
Brand ambassadors helped @Hootsuite reach 65% self solve rate in its community support
forum #hootamb #advocamp
and evolve to grow globally
● Gamify your program to offer advanced challenges
● Be transparent and ask for feedback
● Tailor activities to their local region
Adapt
Key Takeaways
• Know your audience and create relevant experiences
• Champion your customer’s needs
• Make sharing content simple and easy
• Use events to connect users with one another
• Gamify the experience to make it fun and
challenging