Community Manager Measurement Secrets from Hootsuite
How community managers can select and consistently measure their efforts from two different perspectives: social media engagement and brand advocacy. 1. Intro 2. Hootsuite Intro 3. Hootsuite Company Vision: Revolutionalize Communications via Social Community Vision: Be the most loved brand in social media by building lasting relationships with our users and inspiring Hootsuite fans around the World. 4. #Gameplan: Set some goals, Why we measure, What you should measure, How we align KPI’s with our business goals: SXSW example 5. Step 1: Decide what story you want to tell 6. Step 2: Find out why, and pick your KPI’s (that rhymes)! 7. Social Media Engagement KPI's a. Volume: Mentions, Impressions b. Engagement Rate c. Share of Voice 8. How to increase your Twitter engagement rate (TER) Focus on your core audience Compelling images + GIFs Refine your Tweet copy Recycle what works Show your personality 9. Earned media at SXSW: questlove instagram photo of our HootBike! 10. Advocacy KPI’s - Hootsuite's Brand Ambassador Program a. Membership numbers b. Social Reach 11. Ambassadors Increase our Global Reach 12. Links
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Community Manager Measurement Secrets from Hootsuite
- 1. Measuring what matters How Hootsuite measures community building success Community Manager, Americas @ConnorMeaks Connor Meakin
- 3. Hootsuite Vision Revolutionize Communications via Social Community Vision Be the most loved brand in social media by building lasting relationships with our users and inspiring Hootsuite fans around the World
- 4. ● Set some goals ● Why we measure ● What you should measure ● How we align KPI’s with our business goals: SXSW example #Gameplan
- 5. Set your Goals: Brand awareness, sales leads, building Advocacy, etc Challenge: How do we quantify these? Step 1: Decide what story you want to tell
- 6. Step 2: Find out why, and pick your KPI’s (that rhymes)! What? Be the most loved brand on social. Why? Advocacy and loyalty to support our business goals ($$) How? Social Engagement that adds value & shows our personality.
- 7. Engagement KPI’s 3. Share of Voice ● Mentions vs your competitors 1. Volume ● Social mentions ● Social Impressions 2. Engagement Rate
- 8. 1. Focus on your core audience 2. Compelling images + GIFs 3. Refine your Tweet copy 4. Recycle what works 5. Show your personality How to increase your Twitter engagement rate (TER)* *These are tips from Jaime Stein & Hannah Clarke. More here: http://ow.ly/LjImE
- 9. Hootsuite at SXSW 2015 Social Impressions: Social Mentions:
- 11. Brand Ambassadors 960 Ambassadors in 67 countries Advocacy KPI’s 1. Membership #’s 2. Social Reach ● Combined social following of your membership.
- 12. Ambassadors Increase our Global Reach Amplification Product releases shared with ambassadors to drive 200% more engagement & reviews Insights Share regional insights, offer product feedback and support initiatives in 22+ languages Support Engage and support our 15,000 registered customers in the Support Forum with 80% response rate Events Drive localisation efforts by hosting 200+ events in 62 countries Empower engaged users to act as brand advocates to help build and grow Hootsuite’s global community
- 13. signup.hootsuite.com/ambassador/ blog.hootsuite.com/community-management-tip- brand-advocacy-program blog.hootsuite.com/category/resources Building a Brand Advocacy Program 100’s of FREE RESOURCES! @hootcommunity /hootsuite /company/hootsuite /+hootsuite Hootsuite Ambassador Program