Online and Offline: Creating a Holistic Customer Experience

Director, Enterprise Community

@elhoust

Elizabeth Houston

With so many communication engagement tools to choose from, integration is key in creating major business impact. #FBSprint

The Dynamic Customer Decision Journey

Source: Brian Solis

• Broader awareness

• Better customer Engagement

• Deeper loyalty

• Potential revenue

• Retention

+Specialized

Offline ProgramsOngoing Online

Engagement

Overall Better & Holistic

Experience=

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

Offline Activities

Advertising

Email / Direct Mail

Websites / SEO / Web Banners

Demos

Social Media

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

Getting the Conversation Started

• 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

Calling All Owls

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

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

72%of 2014 Hootups led by Hootsuite Ambassadors

3,200+ 2014 attendees

19 participating countries

200+ 2014 Hootups

2014 Attendee Types

76%

24%

Prospects

Customers

13% of prospects in 2014 Hootups converted to Hootsuite customers. #FBSprint

• 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

• 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

Key Components of Hootups

Create a strong support system to enable and empower external facilitators. #FBSprint

Key Takeaways

Create greater on- and offline community engagement by empowering your most loyal advocates and influencers. #FBSprint

• 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

Tips

• 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

Final Thoughts…

Hootsuite University

https://learn.hootsuite.com/

https://newhouse.hootsuite.com/

http://signup.hootsuite.com/ambassador/

Newhouse Advanced Social Media Strategy Program

Hootsuite Ambassador Program

@hootsuite

/hootsuite

/company/hootsuite

/+hootsuite

Let’s Stay Connected

Thank You!

Elizabeth Houston

@elhoust

More Info:hootsuite.com