1. Building an Advocate Community
Examples from How Hootsuite Gets Their Customers Raving About
The Brand
Community Lead, EMEA
Let’s be friends -> @DanSpicer
Dan Spicer
7. *Gartner Predicts 2014: Seizing the Digital Business Advantage, by Jorge Lopez, Diane Morello, Stephen Prentice,
and Rand Leeb-du Toit, December 11, 2013.
of businesses
will lose market
position
Social Business Incompetence
8. *Gartner Predicts 2014: Seizing the Digital Business Advantage, by Jorge Lopez, Diane Morello, Stephen Prentice,
and Rand Leeb-du Toit, December 11, 2013.
cede dominance
Social Business Incompetence
1 in 5
9. of executives
not engaged
*Brian Solis: New Slides and Data: The State of Social Business Evolution in 2013
Social Business Incompetence
2
13. just 20% of brands use advocate and
experts programs in their marketing
YET…
*MarketingCharts2014
14. Who are your Brand Advocates?
Customers Influencers Employees
Advocate: one that argues for a cause, a supporter or defender
Brand advocates are customers, employees or influencers such as bloggers who love your
brand. The best advocates have a social presence and passion for your brand and industry.
Debra Trappen
@debra11
15k twitter followers
Bryan Kramer
@BryanKramer
117k Twitter
followers
Diana Luong
Works for Hootsuite
613 Instagram followers,
12k Instagram on her Etsy store
21. Steps Toward Building An Advocate Community
Purpose
Utilise a set of targeting techniques to identify fans/super-fans in
order to build/grow an advocate community
Develop a feedback loop/program and utilise advocate knowledge
to improve brand/product/service
Layer in offline initiatives to complement online activities (targeted to
specific shared interests/values within the community)
Define a purpose and a set of clear objectives for advocates
Implement long-term actions (gamification, exclusivity options,
evergreen content etc.) to create a sustainable community
Feedback
Action
Offline
Identify
24. Ambassadors Increase our Global Reach
Amplification
Product releases shared
with ambassadors to
drive 200% more
engagement & reviews
Insights
Share regional insights,
offer product feedback
and support initiatives
in 15 languages
Support
Engage and support
our 15,000 registered
customers in the
Support Forum with
80% response rate
Events
Drive localisation
efforts by hosting
200 events
Empower engaged users to act as brand advocates to help build and grow Hootsuite’s global
community
40. The Outcome: Engaged Advocates Who Review Our Product
● Over 200+ blog posts written
by our ambassadors in Q3/4
● 10% of app reviews on iTunes
contributed by Ambs.
● Total Twitter reach of
#HootAmb: 4.5 million!
41. Key Takeaways
● Define a clear purpose and set of objectives for
advocates
● Target the super-user/super-fan (not the
‘influencer’) to launch your advocate community
● Focus on long-term, repeatable actions to create
a sustainable community
● Layer in offline initiatives aligned with shared
interests of the advocate community (education,
inspiration, entertainment)
● Develop a feedback loop and adjust strategy
on-going