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Hootsuite Secret Files: How a Social Media Company Markets via Social - Cameron Uganec

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Cameron Uganec, Director of Marketing at Hootsuite, talks about how Hootsuite uses social media to market their company. …

Cameron Uganec, Director of Marketing at Hootsuite, talks about how Hootsuite uses social media to market their company.

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  • 1. Hootsuite Secret Files How a social media company markets via social Director Marketing, Hootsuite @cameronu Cameron Uganec
  • 2. New Paradigm = Storytelling
  • 3. PAID MEDIA OWNED MEDIA EARNED MEDIA CUSTOMERS/ ADVOCATES INFLUENCERS TRADITIONAL MEDIA Customer Journey
  • 4. Awareness Consideration Preference Purchase Loyalty Advocacy Funnel
  • 5. Create Distribute Engage Measure Amplify Responsive Marketing Content Marketing Social Marketing Social Advertising
  • 6. HootSuite, the world’s leading social relationship platform. Over 9 million users and 747 of the Fortune 1000 trust HootSuite.
  • 7. Social DNA Twitter Followers 90K 173K 217K 269K 5.7M 1M 3M 5M IBM Salesforce Oracle Adobe HootSuite 7M
  • 8. 0 1 2 3 4 5 6 7 8 9 10 Jan-09 Mar-09 May-09 Jul-09 Sep-09 Nov-09 Jan-10 Mar-10 May-10 Jul-10 Sep-10 Nov-10 Jan-11 Mar-11 May-11 Jul-11 Sep-11 Nov-11 Jan-12 Mar-12 May-12 Jul-12 Sep-12 Nov-12 Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13 Jan-14 Mar-14 Millions Hootsuite Growth May 2014
  • 9. Twitter @HootSuite - 5,760,000 followers Blog 4.5 million visits/year Google+ 29,000 followers LinkedIn HootSuite Page: 22,384 followers Ryan Holmes Influencer 363,828 followers YouTube 6,248 subscriptions Facebook 413,924 followers Instagram 3,367 followers Pinterest 1,969 followers Slideshare 1,670 followers Channels Overview
  • 10. 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
  • 11. Our Marketing Mission: To attract, educate and empower audiences and customers
  • 12. Create Distribute Engage Measure Amplify Responsive Marketing Content Marketing Social Marketing Social Advertising
  • 13. Traditional marketing talks at people. Content marketing talks with them.
  • 14. Valuable Content Awareness Shares Subscribers SEO Nurture
  • 15. Results: 700,000 YouTube subscribers 290 million+ video views Sales increased 500%
  • 16. Results: Viewed more than 12 million times Related apps have 400,000+ downloads
  • 17. Jeni’s book becomes a New York Times best-seller Jeni’s gets tons of top-tier press coverage Business expands from 2 to 11 store fronts Sold in over 700 grocery stores Results:
  • 18. Results: Named in Mashable alongside Pepsi, Red Bull and Intel as first brands to do it 116,000 YouTube views Sub $300 production cost
  • 19. "Most self-promotions are works of attention-seeking desperation. This one's practically a work of art.” –Adweek Game of Social
  • 20. Results: 775,000+ YouTube views, +50,000 social shares Media pick-up by: Mashable, TIME, Adweek, Fast Company & AdAge
  • 21. Tip 1: Be the show, not the commercial
  • 22. Tip 2: Don’t get stuck in routines
  • 23. Tip 3: Tell Stories with Heart
  • 24. Tip 4: Think Attract vs. Interrupt
  • 25. Create Distribute Engage Measure Amplify Responsive Marketing Content Marketing Social Marketing Social Advertising
  • 26. Social Marketing: Distribution, engagement and measurement via social channels
  • 27. Tip 1: Think like a media company
  • 28. Twitter @HootSuite - 5,760,000 followers Blog 4.5 million visits/year Google+ 29,000 followers LinkedIn HootSuite Page: 22,384 followers Ryan Holmes Influencer 363,828 followers YouTube 6,248 subscriptions Facebook 413,924 followers Instagram 3,367 followers Pinterest 1,969 followers Slideshare 1,670 followers Channels Overview
  • 29. “Fish where the fish are biting” -Granddads everywhere
  • 30. JC Penny at the Super Bowl
  • 31. Tweets All / No replies Reply Retweet Favorite More Doritos Slow down, @jcpenney. Have some #Doritos. Feb 3@Doritos Expand Reply Retweet Favorite More JC Penney Toughdown Seadawks!! Is sSeattle going toa runaway wit h this??? Feb 3 @JCPenne y Expand Reply Retweet Favorite More JC Penney Oops...Sorry for the typos. We were #TweetingWithMittens. Wasn't it supposed to be colder? Enjoy the game! #GoTeamUSA pic.twitter.com/e8GvnTiEGl @JCPenne y Feb 3 Expand
  • 32. Reply Retweet Favorite More Doritos Slow down, @jcpenney. Have some #Doritos. Feb 3@Doritos Expand Reply Retweet Favorite More JC Penney Toughdown Seadawks!! Is sSeattle going toa runaway wit h this??? Feb 3@JCPenney Expand Reply Retweet Favorite More JC Penney Oops...Sorry for the typos. We were #TweetingWithMittens. Wasn't it supposed to be colder? Enjoy the game! #GoTeamUSA pic.twitter.com/e8GvnTiEGl @JCPenne y Feb 3 Expand Reply Retweet Favorite More Kia Motors America Hey @jcpenney need a designated driver? Feb 3@Kia Expand Tweets All / No replies
  • 33. 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 Bowl 120,334 social media mentions
  • 34. 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
  • 35. Thought Leadership
  • 36. Results: 6,000+ click-throughs to hootsuite.com on the day the article was published Mobile app had a 78% bump in downloads 0 1 2 3 4 5 6 7 8 4-Mar 5-Mar 6-Mar 7-Mar 8-Mar 9-Mar 10-Mar11-Mar12-Mar13-Mar14-Mar15-Mar16-Mar17-Mar18-Mar19-Mar20-Mar21-Mar22-Mar Thousands
  • 37. Social Media Team Employees 163,500 X X 25 Followers 111 Friends 10.4 10.1 Average # of accounts 152,646 14,709 Followers Likes Average reach Reach 22,236,000 Reach 1,736,079 Social Media Team AverageFortune500Company
  • 38. Engage
  • 39. Results: Landed a major contract
  • 40. Tip 2: See every comment as a golden opportunity
  • 41. Tip 3: Momentum, timing and focus are key
  • 42. Employees 163,500 X 25 Followers 111 Friends Reach 22,236,000 Social Media Team Tip 4: Empower your team
  • 43. Create Distribute Engage Measure Amplify Responsive Marketing Content Marketing Social Marketing Social Advertising
  • 44. 54
  • 45. 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)
  • 46. 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
  • 47. Tip 1: Rotate your social ads regularly
  • 48. Tip 2: Amplify organic with paid
  • 49. 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
  • 50. Be the show – Not the commercial Tell stories with heart Tips Use thought leadership to build brand awareness
  • 51. DEC 2008 APR 2009 AUG 2009 DEC 2009 APR 2010 AUG 2010 DEC 2010 JAN 2011 Egyptian User Registration
  • 52. 7000% increase Egyptian User Registration
  • 53. Egypt Leaked Tweets
  • 54. Cameron Uganec Director Marketing, Hootsuite @cameronu