This document discusses how HootSuite builds global brand loyalty through local community engagement strategies. It outlines HootSuite's community department mission to create online communities and represent the brand locally. Key strategies discussed include ambassador programs to expand into new markets, HootUps which are user-led local events, #HootSwag promotions, listening to and engaging local communities authentically, and localizing product and content. The goal is to develop lasting customer bonds through grassroots campaigns and genuine conversations.

1. Be Local Everywhere:
Bootstrapping your way to global brand
loyalty

2. Destin Haynes
Director, Freemium Community
@destinfall
@hootclub
@hootsuite

3. What is HootSuite?
HootSuite is the world’s most widely used social
relationship platform, with over 9 million users (in 175+
countries worldwide).
25 word blurb:
HootSuite helps teams execute social media strategies
across multiple social networks like Twitter, Facebook,
LinkedIn and Google+ Pages from one secure web-
based social relationship platform.
**There is a HootSuite for everyone!

4. What is Community at HootSuite?
The mission of the HootSuite Community department is
to build a lasting community presence for HootSuite by
creating vibrant online communities with our users.
The Community team represents HootSuite in local
markets via online and offline outreach to inspire new
users and empower people to serve as brand
ambassadors.

5. Why is Community Important?
Customer Decision Journey
Evaluate
Consider
Bond with a Brand
Advocate Experience
Buy
Become
Aware of a
Brand Offering
Source: Harvard Business Review
“The Loyalty Loop”
Create a lasting bond with customers

6. Be Local
Everywhere

7. Grassroots Campaigns
• Ambassador program
• HootUps
• #HootSwag

8. Ambassador Program
• Expand into new markets
• Gather local intel
• Promote HootSuite messages
• Network and learn

9. HootUps
• User powered
events
• Organic and
Ambassador lead
• Fun, educational,
seminars
• Partnerships

10. #HootSwag
• HootKits
• Localized Owly stickers
• Limited edition!

11. Build Authentic Relationships
• Listen & monitor
• Localize
• Be genuine
• Have conversations

12. Listen & monitor
• For your brand
• For your competitors
• Listen to what your community
wants… and give it to them

13. Localization
• Localization not
translation
• Translated versions
of product (web and
mobile)
• Localized content
• Localized social
media channels

14. “Looking back now, what really differentiated our
community programs from many others at the time and
what certainly contributes to our continued growth today
is that we always prioritized users first (even if they
were non-paying) and spoke to them over all of our
social media channels.”
Ryan Holmes
“How to Get Millions of Customers … on a Shoestring”
April 22nd 2014

15. Be genuine
• Develop a tone of voice
• Look for fun conversations
to be a part of
• Show the human behind
the brand (H2H)
• Avoid focusing on
broadcasting or selling

16. Have conversations
• Be a good neighbour
• Learn about your
community members
• Engage and respond
• Maintain the relationship

17. Surprise &
Delight!

25. HootSuite can help you build
community!
blog.hootsuite.com/community-management-tip-communication-strategy/
3 Ways to Expand Your Communication Strategy
blog.hootsuite.com/community-management-tip-brand-advocacy-program/
3 Strategies For Building a Brand Advocacy Program
blog.hootsuite.com/community-management-tips-hosting-community-events/
3 Tips For Hosting Community Events With Strong ROI
1
2
3
blog.hootsuite.com/category/resources
FREE RESOURCES (100’s of videos, webinars & more)5
blog.hootsuite.com/community-tip-public-vs-private-pros-and-cons/
Community Tip: Public vs. Private, Pros and Cons4

26. Thank You
Have questions?
@destinfall
@hootclub
@hootsuite