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Secret FilesHow a social media company… markets via social
Sandy Pell External Communications Manager
@SandyCanvasHootSuite
3
In the late 80s…
Hershey traded chocolate chips with me for a lifetime of my brand loyalty.
Awareness
Consideration
Preference
Purchase
Loyalty
Advocacy
Funnel
Customer Journey
Create Distribute Engage Measure Amplify
Real-time Social Marketing
“Traditional marketing talks at people. Content marketing talks with them.”
Social DNA
Twitter Followers
90K
173K
217K
269K
5.9M
1M 3M 5M
IBM
Salesforce
Oracle
Adobe
HootSuite
7M
Jan-09 Jan-10 Jan-11 Jan-12 Jan-13 Jan-140
2000000
4000000
6000000
8000000
10000000
HootSuite User Growth
9.5 M
6 M
4 M
2 M
8 M
The Mission: To entertain, inform and empower audiences and customers.
Director
Content/brand
6 Writers
Thought Leadership
3 Journalists
Design
5 Designers
Blogs
3 Social/Blog
Social
4 Social
Video
3 Video
Our Content Marketing Team
5 Tweetable #Tips
5,890,000
OWNED BLOG
4,500,000 VISITS / PER YEAR
29,000
22,384
RYAN HOLMES INFLUENCER BLOG
363,828
6,248
413,924
3,367
1,969
1,670
Tip 1: Invest in Company-Owned Social Channels
Tip 2: Build Brand Culture
#Demand14
Result:
Builds strong company culture
Powerful recruitment tool for external talent
Hundreds of self-generated videos, photos, and stories
Tip 3: Empower Your Team on Social
Social Media Team of 8
Employees
163,500X
X
25
Followers
111
Friends
10.4
10.1
Average # of
accounts
152,646
14,709Followers
Likes
Average reach
Reach
22,236,000
Reach
1,736,079
Social Media Team of 8
Ave
rage
For
tune
500
Com
pany
Tip 4: Make Social Amplification Easy
#GameofThrones Gets Recast as a Battle for the Internet by @hootsuite: ow.ly/vtvMo by @VLuck at @TIME / #GameOfSocial
Suggested Tweets
Include @Publication + @Reporter Handles and #Hashtags
Tip 5: Filter Through the Noise
Result: Landed a major contract
5 Tweetable #Tactics
Results: Named in Mashable alongside Pepsi, Red Bull and Intel as first brands to do it
116,000 YouTube views
Sub $300 production cost
Tactic 2: Be the show, not the commercial
Results: Top tier coverage in AdAge, AdWeek, TIME, Mashable, Fast Company and more...
783,000 YouTube views and counting…
Tactic 3: Tell Stories with Heart
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
Tactic 4: Take Risks, They Can Pay
Results: 6,000+ click-throughs to hootsuite.com on the day the article was published
Mobile app had a 78% bump in downloads
6-Mar 7-Mar 8-Mar 9-Mar 10-Mar 11-Mar 12-Mar 13-Mar 14-Mar 15-Mar 16-Mar 17-Mar 18-Mar 19-Mar0
2000
4000
6000
8000
Tactic 5: Amplify Organic into Leads
39
Real-time 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
Sandy PellExternal Communications Manager, HootSuite
@SandyCanvas
Customer Stories
Results: Over 700,000 YouTube subscribers
Chanel boasts over 290 million video views
Sales increased 500%
Results: Jeni’s book becomes a New York Times best-seller
Jeni’s gets loads of top-tier press coverage
Business expands from 2 to 11 store fronts
Now sold in over 700 grocery stores
#Demand14
Tweets All / No replies
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DoritosSlow down, @jcpenney. Have some #Doritos.
Feb 3@Doritos
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JC PenneyToughdown Seadawks!! Is sSeattle going toa runaway wit h this???
Feb 3@JCPenney
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JC PenneyOops...Sorry for the typos. We were #TweetingWithMittens. Wasn't it supposed to be colder? Enjoy the game! #GoTeamUSA pic.twitter.com/e8GvnTiEGl
@JCPenney Feb 3
Expand
Tweets All / No replies
Reply Retweet Favorite More
DoritosSlow down, @jcpenney. Have some #Doritos.
Feb 3@Doritos
Expand
Reply Retweet Favorite More
JC PenneyToughdown Seadawks!! Is sSeattle going toa runaway wit h this???
Feb 3@JCPenney
Expand
Reply Retweet Favorite More
JC PenneyOops...Sorry for the typos. We were #TweetingWithMittens. Wasn't it supposed to be colder? Enjoy the game! #GoTeamUSA pic.twitter.com/e8GvnTiEGl
@JCPenney Feb 3
Expand
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Kia Motors AmericaHey @jcpenney need a designated driver?
Feb 3@Kia
Expand
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
