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

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

  • Hootsuite Secret Files How a social media company markets via social Director Marketing, Hootsuite @cameronu Cameron Uganec
  • New Paradigm = Storytelling
  • PAID MEDIA OWNED MEDIA EARNED MEDIA CUSTOMERS/ ADVOCATES INFLUENCERS TRADITIONAL MEDIA Customer Journey View slide
  • Awareness Consideration Preference Purchase Loyalty Advocacy Funnel View slide
  • 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
  • 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
  • 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
  • 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-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:
  • 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 shares Media 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 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
  • “Fish where the fish are biting” -Granddads everywhere
  • JC Penny at the Super Bowl
  • 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
  • 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
  • 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
  • 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 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
  • 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
  • Engage
  • Results: Landed a major contract
  • Tip 2: See every comment as a golden opportunity
  • Tip 3: Momentum, timing and focus are key
  • Employees 163,500 X 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 Egyptian User Registration
  • 7000% increase Egyptian User Registration
  • Egypt Leaked Tweets
  • Cameron Uganec Director Marketing, Hootsuite @cameronu