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12 Small Businesses That 
Found Success on Social Media 
A Hootsuite Look Book
We love talking to our 
customers about social media. 
And we love sharing. 
We talked to 12 small businesses across several industries 
about their social media goals and how they found success. 
Here are their stories:
Retail is Social 
78% of consumers say 
that the posts made by 
companies on social media 
influence their purchases. 
Forbes
Meet DAVIDsTEA. 
This young and entrepreneurial Canadian retailer 
celebrates loose leaf tea and knows how to please 
their customers.
Their social media goals were to: 
• Increase brand 
exposure 
• Increase customer 
engagement 
• Grow their social 
business
DAVIDsTEA finds incredible success by 
“thinking outside of the box,” sharing fun 
content generated by customers and 
staff, and keeping up with conversations. 
Hootsuite features used: 
Streams Lists 
for better listening, engagement, and reporting. 
Analytics
“We speak the language of our 
customer and aren’t afraid to 
take risks with our responses 
or tweets.” 
Youri Hollier, Social Media Manager, DAVIDsTEA
Food is Social 
49% of surveyed 
consumers find out about 
food through social media. 
Column Five Media
Meet Bob’s Red Mill. 
Bob’s Red Mill is a stone milling manufacturer of 
whole grain and gluten free flours, cereals, and 
baking mixes.
Their social media goals were to: 
• Build brand 
awareness 
• Engage with 
customers 
• Showcase 
customer stories
Bob’s Red Mill now delivers faster 
customer service responses, has 
increased brand awareness, and produces 
more compelling marketing campaigns. 
Hootsuite features used: 
Lists 
Streams 
Keyword Searches 
Analytics 
for improved listening, better customer service, 
and reporting on success.
“We use Hootsuite for so many 
reasons... it allows incredible 
visibility, has powerful scheduling, 
and lets team members 
contribute to social profiles.” 
Cassidy Stockton, Social Media Manager, Bob’s Red Mill
Meet The Grilled Cheese Truck. 
Catering to on-the-go foodies looking for a quick and tasty 
meal, America’s beloved The Grilled Cheese Truck kicks 
social up a notch.
Their social media goals were to: 
• Build loyal, local 
followings across 
America 
• Update customers 
on their location 
• Get people hungry
“I used to do all of the social ‘à la minute,’ or 
live, making it hard to run my business.” 
– Dave Danhi, CEO, Founder, and Chef, The Grilled Cheese Truck 
Hootsuite features used: 
Lists 
Streams 
Keyword Searches 
Geo-targeting 
to zoom-in on customer conversations, update locations 
in a flash, and schedule social beforehand.
“We’ve since expanded and 
Hootsuite helps us manage 
multiple cities and social 
profiles.” 
Dave Danhi, CEO, Founder, and Chef, The Grilled Cheese Truck
Travel is Social 
85% of leisure travelers use 
their smartphone abroad. 
The Impact of Social Media within the 
Hospitality Industry
Meet Contiki. 
Contiki Tours is the worldwide leader in tours for 18-to-35- 
year-old travelers. Their traveling customers are very social, 
from sharing images to using hashtags abroad.
Their social media goals were to: 
• Increase brand 
advocacy 
• Be the first travel 
company to host a 
YouTube contest 
• Build an engaged 
community
They successfully launched the 
#NOREGRETS YouTube contest and 
monitored engagement on thousands of 
entries right from their dashboard. 
Hootsuite features used: 
Scheduler 
Hashtag search Streams 
YouTube app integration 
to foster an engaged community around video and social.
“Our demographic—young travellers—aren’t 
interested in hearing from known travel 
industry experts, but from the storytellers 
themselves. We recognize the value of being 
present and active in the digital space—it is 
fundamental to our business.” 
Lauren Howard, Marketing Manager, Contiki Canada
Tech is Social 
90% of technology companies 
focus on strengthening 
relationships with customers 
by increasing engagement 
online. 
PwC US Survey
Meet Hubba. 
This tech startup helps brands and retailers manage 
their product data to ensure shoppers make 
informed buying decisions.
Their social media goals were to: 
• Create thought 
leadership channels 
• Build a community 
around tech and 
retail 
• Report on industry 
trends
Hubba’s social channels are a key source 
of retail and tech related content and 
industry news. 
Hootsuite features used: 
Streams Lists Klout score 
to source great content, stay on top of conversations, and 
find influencers.
“We share curated content on retail 
and consumer trends, emerging 
technology, entrepreneurial advice 
and development articles to help 
build a social community around 
tech startups in retail.” 
Emma Nemtin, Marketing Director, Hubba
Nonprofits are Social 
A recent Facebook experiment 
encouraged organ donations 
via Facebook by adding a 
donation status to one’s timeline. 
Registrations increased by 2000%. 
Mediapost.com
Meet Pacific Wild. 
This nonprofit organization aims to protect one of the 
world’s last and largest remaining intact temperate 
rainforests: The Great Bear Rainforest.
Their social media goals were to: 
• Educate the world 
• Raise awareness of 
their cause 
• Share rich media
Pacific Wild has found huge success 
by sharing real-time media through 
Hootsuite, such as live-streamed videos 
and awesome photographs. 
Hootsuite features used: 
Shared Streams Scheduler 
Hootsuite Social Media Coaches 
Analytics 
to understand best practices and gain control of their social.
“Hootsuite allows us to be organized 
and collaborate together to spread 
awareness. It takes a lot of effort to 
build a following from the ground up, 
and we can clearly see our progress 
with analytics.” 
Sarah Stoner, Director of Strategy and Development, Pacific Wild
Meet Free The Children. 
This international charity believes in a world where all children 
are agents of change. Their successful initiative We Day is one 
of the largest charitable Facebook causes in the world.
Their social media goals were to: 
• Strategize prior 
to We Day 
• Manage a high 
volume of content 
and conversations 
in real-time 
• Monitor campaign 
performance and 
show results
Managing digital communications for a 
global campaign of this magnitude is no 
small feat. 
Hootsuite features used: 
Scheduler Custom URLs & Analytics 
Archived responses 
Geo-targeting 
Keyword & hashtag search Streams 
to streamline efforts, engage their audience, and execute a 
successful event.
“We Day is such an incredible 
event and everything moves so 
quickly that having a solid social 
relationship platform is absolutely 
essential.” 
Michael Rajzman, Associate Director of Digital Media, 
Free The Children
Meet International Bird Rescue. 
This nonprofit cares for over 5,000 birds every year and 
leads oiled-wildlife rescue efforts around the globe.
Their social media goals were to: 
• Promote their 
cause 
• Spread awareness 
and share success 
stories 
• Keep their online 
communities well 
informed
International Bird Rescue speaks to a 
niche audience that is invested in the 
well-being of birds around the world. 
Hootsuite features used: 
Geo-targeting Keyword Searches 
Search Streams & Tabs 
to share content, listen, and engage with their community 
across multiple social networks.
“People have to feel something 
before they act to preserve it; to do 
this, we show them what we do.” 
Andrew Harmon, Vice Chairman, International Bird Rescue
Arts & Culture is Social 
82% of arts organizations use 
social media to engage with 
their audience. 
Digital Technology’s Impact on the Arts; Pew Survey
Meet TEDxSydney. 
The TEDxSydney event aims to make Asia Pacific a leading 
platform for the creation of great ideas, storytelling, and actionable 
innovation, while fostering a deep sense of community.
Their social media goals were to: 
• Generate 
widespread buzz 
around TEDxSydney 
• Increase live 
audience 
engagement 
• Amplify rich 
media content
#TEDxSydney had almost one million 
impressions on the day of the event. 
Hootsuite features used: 
Bulk Scheduler 
Analytics 
Hashtag search Streams 
Lists 
RTs live audience tweets 
to streamline event and community management before, 
during, and after TEDxSydney.
“By monitoring these hashtags 
and keywords on Hootsuite, 
we effectively listened and 
contributed to conversations 
around us in real time.” 
Amber Dermoudy, Head of Digital, Launch Management Group 
(TEDxSydney Agency)
Meet The Roald Dahl Museum. 
Honoring the late children’s author, The Roald Dahl Museum 
supports storytelling and creativity using interactive activities and 
archive materials.
Their social media goals were to: 
• Manage social 
media output 
• Answer fan 
inquiries and 
comments 
• Build a global 
community online
The Roald Dahl museum has 
successfully built an international 
audience online with a social media 
team of just one person. 
Hootsuite features used: 
Scheduler 
Mobile App 
Keyword and geo-targeted search streams 
to find customers talking about the brand and maintain 
social networks anytime and anywhere.
“With such a small team, Hootsuite 
has some great features that 
help us manage our social media 
output.” 
Kim Osborne, PR & Marketing Assistant, The Roald Dahl Museum
Meet The San Francisco Ballet. 
San Francisco Ballet is America’s oldest professional ballet 
company and one of the three largest in the United States.
Their social media goals were to: 
• Engage with and 
nurture existing 
fans 
• Expand into new 
audience bases 
• Offer exclusive 
behind-the-scenes 
content
San Francisco Ballet has attracted a 
global audience with whom they’re 
constantly engaging with—both on 
and offstage. 
Hootsuite features used: 
Scheduler Lists Streams 
Custom URL parameters & analytics 
to find customers talking about the brand and maintain 
social networks to keep up with all brand conversations.
“Hootsuite lets us be a good 
listener—to track and monitor 
conversations around us and 
dance in general.” 
Carly Severn, former Digital Engagement Associate, 
San Francisco Ballet
Meet Booooooom. 
One of the largest blogs on the internet, Booooooom.com 
fosters an community of art enthusiasts with well over three 
million page views a month by loyal followers worldwide.
Their social media goals were to: 
• Spread daily 
inspiration 
• Increase brand 
awareness 
• Connect and make 
relationships online
By sharing engaging content, Jeff has grown 
a massive online following. In just a few 
months, he single-handedly grew a Google+ 
community from 300 to over 150,000. 
Hootsuite features used: 
Scheduler Streams & Tabs 
Keyword Searches 
to monitor multiple social networks, jump into 
conversations easily, and find new artists.
“I used to actively try to grow my 
following with best practices, but 
now I have enough momentum 
to gain followers without actively 
seeking them. Now I focus on 
creating great content, often.” 
Jeff Hamada, Founder, Booooooom
Manage social media like a 
Pro with Hootsuite. 
Start your free trial today 
@hootsuite 
/hootsuite 
/company/hootsuite 
/+hootsuite 
Sources 
“Are Brands Wielding More Influence In Social Media Than We Thought?” 
– Forbes 
Dine and Dish: Are Social Media and Food the Perfect Pairing? 
- Column Five Media [Infographic] 
The Impact of Social Media within the Hospitality Industry 
The New Digital Ecosystem Reality: Nine trends rewriting the rules of 
business – PxC US Survey 
Social Media Boosted Organ Donor Registrations 2000% - The Social Graf 
Digital Technology’s Impact on the Arts; New Pew Survey - artstomarket

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12 Small Businesses That Found Success on Social Media

  • 1. 12 Small Businesses That Found Success on Social Media A Hootsuite Look Book
  • 2. We love talking to our customers about social media. And we love sharing. We talked to 12 small businesses across several industries about their social media goals and how they found success. Here are their stories:
  • 3. Retail is Social 78% of consumers say that the posts made by companies on social media influence their purchases. Forbes
  • 4. Meet DAVIDsTEA. This young and entrepreneurial Canadian retailer celebrates loose leaf tea and knows how to please their customers.
  • 5. Their social media goals were to: • Increase brand exposure • Increase customer engagement • Grow their social business
  • 6. DAVIDsTEA finds incredible success by “thinking outside of the box,” sharing fun content generated by customers and staff, and keeping up with conversations. Hootsuite features used: Streams Lists for better listening, engagement, and reporting. Analytics
  • 7. “We speak the language of our customer and aren’t afraid to take risks with our responses or tweets.” Youri Hollier, Social Media Manager, DAVIDsTEA
  • 8. Food is Social 49% of surveyed consumers find out about food through social media. Column Five Media
  • 9. Meet Bob’s Red Mill. Bob’s Red Mill is a stone milling manufacturer of whole grain and gluten free flours, cereals, and baking mixes.
  • 10. Their social media goals were to: • Build brand awareness • Engage with customers • Showcase customer stories
  • 11. Bob’s Red Mill now delivers faster customer service responses, has increased brand awareness, and produces more compelling marketing campaigns. Hootsuite features used: Lists Streams Keyword Searches Analytics for improved listening, better customer service, and reporting on success.
  • 12. “We use Hootsuite for so many reasons... it allows incredible visibility, has powerful scheduling, and lets team members contribute to social profiles.” Cassidy Stockton, Social Media Manager, Bob’s Red Mill
  • 13. Meet The Grilled Cheese Truck. Catering to on-the-go foodies looking for a quick and tasty meal, America’s beloved The Grilled Cheese Truck kicks social up a notch.
  • 14. Their social media goals were to: • Build loyal, local followings across America • Update customers on their location • Get people hungry
  • 15. “I used to do all of the social ‘à la minute,’ or live, making it hard to run my business.” – Dave Danhi, CEO, Founder, and Chef, The Grilled Cheese Truck Hootsuite features used: Lists Streams Keyword Searches Geo-targeting to zoom-in on customer conversations, update locations in a flash, and schedule social beforehand.
  • 16. “We’ve since expanded and Hootsuite helps us manage multiple cities and social profiles.” Dave Danhi, CEO, Founder, and Chef, The Grilled Cheese Truck
  • 17. Travel is Social 85% of leisure travelers use their smartphone abroad. The Impact of Social Media within the Hospitality Industry
  • 18. Meet Contiki. Contiki Tours is the worldwide leader in tours for 18-to-35- year-old travelers. Their traveling customers are very social, from sharing images to using hashtags abroad.
  • 19. Their social media goals were to: • Increase brand advocacy • Be the first travel company to host a YouTube contest • Build an engaged community
  • 20. They successfully launched the #NOREGRETS YouTube contest and monitored engagement on thousands of entries right from their dashboard. Hootsuite features used: Scheduler Hashtag search Streams YouTube app integration to foster an engaged community around video and social.
  • 21. “Our demographic—young travellers—aren’t interested in hearing from known travel industry experts, but from the storytellers themselves. We recognize the value of being present and active in the digital space—it is fundamental to our business.” Lauren Howard, Marketing Manager, Contiki Canada
  • 22. Tech is Social 90% of technology companies focus on strengthening relationships with customers by increasing engagement online. PwC US Survey
  • 23. Meet Hubba. This tech startup helps brands and retailers manage their product data to ensure shoppers make informed buying decisions.
  • 24. Their social media goals were to: • Create thought leadership channels • Build a community around tech and retail • Report on industry trends
  • 25. Hubba’s social channels are a key source of retail and tech related content and industry news. Hootsuite features used: Streams Lists Klout score to source great content, stay on top of conversations, and find influencers.
  • 26. “We share curated content on retail and consumer trends, emerging technology, entrepreneurial advice and development articles to help build a social community around tech startups in retail.” Emma Nemtin, Marketing Director, Hubba
  • 27. Nonprofits are Social A recent Facebook experiment encouraged organ donations via Facebook by adding a donation status to one’s timeline. Registrations increased by 2000%. Mediapost.com
  • 28. Meet Pacific Wild. This nonprofit organization aims to protect one of the world’s last and largest remaining intact temperate rainforests: The Great Bear Rainforest.
  • 29. Their social media goals were to: • Educate the world • Raise awareness of their cause • Share rich media
  • 30. Pacific Wild has found huge success by sharing real-time media through Hootsuite, such as live-streamed videos and awesome photographs. Hootsuite features used: Shared Streams Scheduler Hootsuite Social Media Coaches Analytics to understand best practices and gain control of their social.
  • 31. “Hootsuite allows us to be organized and collaborate together to spread awareness. It takes a lot of effort to build a following from the ground up, and we can clearly see our progress with analytics.” Sarah Stoner, Director of Strategy and Development, Pacific Wild
  • 32. Meet Free The Children. This international charity believes in a world where all children are agents of change. Their successful initiative We Day is one of the largest charitable Facebook causes in the world.
  • 33. Their social media goals were to: • Strategize prior to We Day • Manage a high volume of content and conversations in real-time • Monitor campaign performance and show results
  • 34. Managing digital communications for a global campaign of this magnitude is no small feat. Hootsuite features used: Scheduler Custom URLs & Analytics Archived responses Geo-targeting Keyword & hashtag search Streams to streamline efforts, engage their audience, and execute a successful event.
  • 35. “We Day is such an incredible event and everything moves so quickly that having a solid social relationship platform is absolutely essential.” Michael Rajzman, Associate Director of Digital Media, Free The Children
  • 36. Meet International Bird Rescue. This nonprofit cares for over 5,000 birds every year and leads oiled-wildlife rescue efforts around the globe.
  • 37. Their social media goals were to: • Promote their cause • Spread awareness and share success stories • Keep their online communities well informed
  • 38. International Bird Rescue speaks to a niche audience that is invested in the well-being of birds around the world. Hootsuite features used: Geo-targeting Keyword Searches Search Streams & Tabs to share content, listen, and engage with their community across multiple social networks.
  • 39. “People have to feel something before they act to preserve it; to do this, we show them what we do.” Andrew Harmon, Vice Chairman, International Bird Rescue
  • 40. Arts & Culture is Social 82% of arts organizations use social media to engage with their audience. Digital Technology’s Impact on the Arts; Pew Survey
  • 41. Meet TEDxSydney. The TEDxSydney event aims to make Asia Pacific a leading platform for the creation of great ideas, storytelling, and actionable innovation, while fostering a deep sense of community.
  • 42. Their social media goals were to: • Generate widespread buzz around TEDxSydney • Increase live audience engagement • Amplify rich media content
  • 43. #TEDxSydney had almost one million impressions on the day of the event. Hootsuite features used: Bulk Scheduler Analytics Hashtag search Streams Lists RTs live audience tweets to streamline event and community management before, during, and after TEDxSydney.
  • 44. “By monitoring these hashtags and keywords on Hootsuite, we effectively listened and contributed to conversations around us in real time.” Amber Dermoudy, Head of Digital, Launch Management Group (TEDxSydney Agency)
  • 45. Meet The Roald Dahl Museum. Honoring the late children’s author, The Roald Dahl Museum supports storytelling and creativity using interactive activities and archive materials.
  • 46. Their social media goals were to: • Manage social media output • Answer fan inquiries and comments • Build a global community online
  • 47. The Roald Dahl museum has successfully built an international audience online with a social media team of just one person. Hootsuite features used: Scheduler Mobile App Keyword and geo-targeted search streams to find customers talking about the brand and maintain social networks anytime and anywhere.
  • 48. “With such a small team, Hootsuite has some great features that help us manage our social media output.” Kim Osborne, PR & Marketing Assistant, The Roald Dahl Museum
  • 49. Meet The San Francisco Ballet. San Francisco Ballet is America’s oldest professional ballet company and one of the three largest in the United States.
  • 50. Their social media goals were to: • Engage with and nurture existing fans • Expand into new audience bases • Offer exclusive behind-the-scenes content
  • 51. San Francisco Ballet has attracted a global audience with whom they’re constantly engaging with—both on and offstage. Hootsuite features used: Scheduler Lists Streams Custom URL parameters & analytics to find customers talking about the brand and maintain social networks to keep up with all brand conversations.
  • 52. “Hootsuite lets us be a good listener—to track and monitor conversations around us and dance in general.” Carly Severn, former Digital Engagement Associate, San Francisco Ballet
  • 53. Meet Booooooom. One of the largest blogs on the internet, Booooooom.com fosters an community of art enthusiasts with well over three million page views a month by loyal followers worldwide.
  • 54. Their social media goals were to: • Spread daily inspiration • Increase brand awareness • Connect and make relationships online
  • 55. By sharing engaging content, Jeff has grown a massive online following. In just a few months, he single-handedly grew a Google+ community from 300 to over 150,000. Hootsuite features used: Scheduler Streams & Tabs Keyword Searches to monitor multiple social networks, jump into conversations easily, and find new artists.
  • 56. “I used to actively try to grow my following with best practices, but now I have enough momentum to gain followers without actively seeking them. Now I focus on creating great content, often.” Jeff Hamada, Founder, Booooooom
  • 57. Manage social media like a Pro with Hootsuite. Start your free trial today @hootsuite /hootsuite /company/hootsuite /+hootsuite Sources “Are Brands Wielding More Influence In Social Media Than We Thought?” – Forbes Dine and Dish: Are Social Media and Food the Perfect Pairing? - Column Five Media [Infographic] The Impact of Social Media within the Hospitality Industry The New Digital Ecosystem Reality: Nine trends rewriting the rules of business – PxC US Survey Social Media Boosted Organ Donor Registrations 2000% - The Social Graf Digital Technology’s Impact on the Arts; New Pew Survey - artstomarket