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Online and Offline: Creating a 
Holistic Customer Experience 
Elizabeth Houston 
Director, Enterprise Community 
@elhoust
With so many communication 
engagement tools to choose from, 
integration is key in creating major 
business impact. #FBSp...
The Dynamic Customer Decision Journey 
Source: Brian Solis
• Broader 
awareness 
• Better customer 
Engagement 
• Deeper loyalty 
• Potential revenue 
• Retention 
+ Specialized Off...
Online 
• Extend reach and 
impressions 
• Create a sense of community 
• Focus conversations around 
like interests 
• Ge...
Offline 
Activities 
Advertising 
Social Media 
Email / Direct 
Mail 
Demos 
Websites / 
SEO / Web 
Banners 
Integrated 
S...
Getting the Conversation Started
• Create easy to follow stories 
• Establish an unique content 
angle 
• Provide expertise 
• Form content in an engaging ...
Calling All Owls
Hootsuite 
Ambassador 
Program 
• Identify customers that share positive 
brand sentiment and have an 
established presenc...
Hootsuite 
Hootups 
• Identify existing presence in key markets 
• Find influencers and brand advocates to 
lead activitie...
3,200+ 
2014 attendees 
72% 
of 2014 Hootups led by Hootsuite 
Ambassadors 
19 
participating countries 
200+ 
2014 Hootup...
2014 Attendee 
Types 
76% 
24% 
Prospects 
Customers 
13% of prospects in 2014 Hootups 
converted to Hootsuite customers. ...
• Number of Hootups and attendees 
• Recurring Hootup organizers 
• First time Hootup locations 
• Increase in Hootsuite’s...
Key Components of Hootups 
• Ongoing engagement and moment-in-time 
activities integration 
• Participant incentives to es...
Key Takeaways
Create greater on- and offline 
community engagement by 
empowering your most loyal 
advocates and influencers. #FBSprint
Tips 
• Establish a strong community that aligns across on- and offline 
channels 
• Enable and incent community to lead c...
Final Thoughts… 
• Be creative and pilot new ideas 
• Focus on audience care-abouts 
• Make your audiences the 
heroes 
• ...
Hootsuite University 
https://learn.hootsuite.com/ 
Newhouse Advanced Social Media Strategy Program 
https://newhouse.hoot...
Thank You! 
Elizabeth Houston 
@elhoust 
More Info: 
hootsuite.com
Elizabeth Houston - How To Successfully Blend Online and Offline Community Building Tactics
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Elizabeth Houston - How To Successfully Blend Online and Offline Community Building Tactics

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Elizabeth Houston, Director of Enterprise Community at Hootsuite, will show you how Hootsuite manages to use both online and offline events to get people to participate in their community and create a seamless customer experience.

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Elizabeth Houston - How To Successfully Blend Online and Offline Community Building Tactics

  1. 1. Online and Offline: Creating a Holistic Customer Experience Elizabeth Houston Director, Enterprise Community @elhoust
  2. 2. With so many communication engagement tools to choose from, integration is key in creating major business impact. #FBSprint
  3. 3. The Dynamic Customer Decision Journey Source: Brian Solis
  4. 4. • Broader awareness • Better customer Engagement • Deeper loyalty • Potential revenue • Retention + Specialized Offline Programs Ongoing Online Engagement Overall Better & = Holistic Experience
  5. 5. Online • Extend reach and impressions • Create a sense of community • Focus conversations around like interests • Generate WOM • Provide platforms for customers to be storytellers Offline • Deepen relationships • Provide personalized attention • Create exclusivity through activities • Elevate reputations of most loyal customers • Showcase customer case studies Online and Offline Benefits
  6. 6. Offline Activities Advertising Social Media Email / Direct Mail Demos Websites / SEO / Web Banners Integrated Strategy Enable audience members to create the story themselves in both on- and offline channels, creating a stronger sense of community. #FBSprint • Focus on a main content driver, applying elements into channels • Target specific audience members to influence others to share content • Use social media to initiate conversations around content • Repurpose content rather than creating new content for each channel
  7. 7. Getting the Conversation Started
  8. 8. • Create easy to follow stories • Establish an unique content angle • Provide expertise • Form content in an engaging way to increase audience engagement • Design content to fit channel formats
  9. 9. Calling All Owls
  10. 10. Hootsuite Ambassador Program • Identify customers that share positive brand sentiment and have an established presence • Create unique activities and incentives in an exclusive, gamified program • Reach out to target audience members with a concise overview, simple ways to get involved right away, and clear expectations • Enable advocates with leadership roles, making them the heroes among peers • Provide ongoing ways to retain and increase participation When creating an advocacy program, think from the customer POV… what’s in it for me. #FBSprint
  11. 11. Hootsuite Hootups • Identify existing presence in key markets • Find influencers and brand advocates to lead activities and evangelize for brand • Establish an incentive program for organizers • Confirm activity format and relevant content for attendees • Develop repeatable and scalable activity model (consider frequency, bandwidth, budgets, and grassroots efforts) • Start in one region and expand over time Enlist the help of brand advocates to host activities locally, expanding your reach and maximizing bandwidth. #FBSprint
  12. 12. 3,200+ 2014 attendees 72% of 2014 Hootups led by Hootsuite Ambassadors 19 participating countries 200+ 2014 Hootups
  13. 13. 2014 Attendee Types 76% 24% Prospects Customers 13% of prospects in 2014 Hootups converted to Hootsuite customers. #FBSprint
  14. 14. • Number of Hootups and attendees • Recurring Hootup organizers • First time Hootup locations • Increase in Hootsuite’s social channels following • Number of leads generated and coupons redeemed • Increase in user signups and active users • Increase in Ambassador registrations • Amount and type of content generated Map metrics results back to overall business goals and track impact through the pipeline. #FBSprint Measurement of Success
  15. 15. Key Components of Hootups • Ongoing engagement and moment-in-time activities integration • Participant incentives to establish a self-sustaining program • Fun and informative, extending Hootsuite culture • Engagement integration across social channels • Easy access and easy to participate • Regional participation • Ambassador-led activities Create a strong support system to enable and empower external facilitators. #FBSprint
  16. 16. Key Takeaways
  17. 17. Create greater on- and offline community engagement by empowering your most loyal advocates and influencers. #FBSprint
  18. 18. Tips • Establish a strong community that aligns across on- and offline channels • Enable and incent community to lead conversations, activities, and storytelling • Use social media channels to engage on an ongoing basis and moment-in-time activities to build stronger bonds • Provide call-to-actions and incentives to keep engagement going • Optimize processes to scale across regions and to maximize bandwidth, budgets, and resources
  19. 19. Final Thoughts… • Be creative and pilot new ideas • Focus on audience care-abouts • Make your audiences the heroes • Create a strong sense of integrated community • Repurpose content across on-and offline channels
  20. 20. Hootsuite University https://learn.hootsuite.com/ Newhouse Advanced Social Media Strategy Program https://newhouse.hootsuite.com/ Hootsuite Ambassador Program http://signup.hootsuite.com/ambassador/ @hootsuite /hootsuite /company/hootsuite /+hootsuite Let’s Stay Connected
  21. 21. Thank You! Elizabeth Houston @elhoust More Info: hootsuite.com

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