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.
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Hootsuite Secret Files: How a Social Media Company Markets via Social - Cameron Uganec
- 1. Hootsuite Secret Files How a social media company markets via social Director Marketing, Hootsuite @cameronu Cameron Uganec
- 2. New Paradigm = Storytelling
- 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
- 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
- 11. 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
- 12. Our Marketing Mission: To attract, educate and empower audiences and customers
- 13. Create Distribute Engage Measure Amplify Responsive Marketing Content Marketing Social Marketing Social Advertising
- 14. Traditional marketing talks at people. Content marketing talks with them.
- 18. Results: 700,000 YouTube subscribers 290 million+ video views Sales increased 500%
- 20. Results: Viewed more than 12 million times Related apps have 400,000+ downloads
- 22. 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:
- 25. Results: Named in Mashable alongside Pepsi, Red Bull and Intel as first brands to do it 116,000 YouTube views Sub $300 production cost
- 26. "Most self-promotions are works of attention-seeking desperation. This one's practically a work of art.” –Adweek Game of Social
- 28. Results: 775,000+ YouTube views, +50,000 social shares Media pick-up by: Mashable, TIME, Adweek, Fast Company & AdAge
- 29. Tip 1: Be the show, not the commercial
- 30. Tip 2: Don’t get stuck in routines
- 31. Tip 3: Tell Stories with Heart
- 32. Tip 4: Think Attract vs. Interrupt
- 33. Create Distribute Engage Measure Amplify Responsive Marketing Content Marketing Social Marketing Social Advertising
- 34. Social Marketing: Distribution, engagement and measurement via social channels
- 35. Tip 1: Think like a media company
- 36. 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
- 37. “Fish where the fish are biting” -Granddads everywhere
- 38. JC Penny at the Super Bowl
- 39. 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
- 40. 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
- 41. 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
- 43. 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
- 45. 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
- 46. 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
- 47. Engage
- 48. Results: Landed a major contract
- 49. Tip 2: See every comment as a golden opportunity
- 50. Tip 3: Momentum, timing and focus are key
- 51. Employees 163,500 X 25 Followers 111 Friends Reach 22,236,000 Social Media Team Tip 4: Empower your team
- 52. Create Distribute Engage Measure Amplify Responsive Marketing Content Marketing Social Marketing Social Advertising
- 54. 54
- 56. 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)
- 57. 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
- 58. Tip 1: Rotate your social ads regularly
- 59. Tip 2: Amplify organic with paid
- 60. 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
- 61. Be the show – Not the commercial Tell stories with heart Tips Use thought leadership to build brand awareness
- 62. DEC 2008 APR 2009 AUG 2009 DEC 2009 APR 2010 AUG 2010 DEC 2010 JAN 2011 Egyptian User Registration
- 63. 7000% increase Egyptian User Registration
- 66. Cameron Uganec Director Marketing, Hootsuite @cameronu
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