Social media drives business and as a result, companies are making social media a priority.

1. Unlocking the
Power of Social

2. Jeanette Gibson
VP Community, HootSuite
@jeanetteg
@hootbusiness
@hootsuite

3. Social Media
Drives Business

4. 85%
of consumers say
they will change
their shopping
behavior in
response to social
media content

5. 64%
Of smartphone
users turn to their
phones to shop

6. Companies are Making
Social Media a Priority

7. Social Media for Business is Rising
ONLINE MARKETING TACTICS USED BY SMBs
% OF RESPONDENTS
TACTICS
2010 (%)
2013 (%)
Web
51%
86%
Email
47%
65%
Search
38%
23%
Banner Ads
28%
22%
Social Media
27% Twitter
21% LinkedIn
!
!
Blog
25%
52%
Source: Vocus and Inc. Magazine, Bredin Business Information, emarketer.com
77%

8. Social Media for Business is Rising
ONLINE MARKETING TACTICS USED BY SMBs
% OF RESPONDENTS
TACTICS
2010
2013 (%)
Web
51%
86%
Email
47%
65%
Search
38%
23%
Banner Ads
28%
22%
Social Media
27% Twitter
21% LinkedIn
!
!
Blog
25%
52%
Source: Vocus and Inc. Magazine, Bredin Business Information, emarketer.com
77%

9. Social Media for Business is Rising
ONLINE MARKETING TACTICS USED BY SMBs
% OF RESPONDENTS
TACTICS
2010
2013
Web
51%
86%
Email
47%
65%
Search
38%
23%
Banner Ads
28%
22%
Social Media
27% Twitter
21% LinkedIn
!
Blog
25%
52%
Source: Vocus and Inc. Magazine, Bredin Business Information, emarketer.com
77%

10. Business + Social = Win
71%
15%
Source: Digital Sherpa & Nielsen
of users prefer businesses with the
information easily reached via social media
15%
46%
of users of purchase products from the
brand they follow online on social media
of customers use social media to search
for local businesses
of online users rely on social media
before making purchase decisions

11. Using Social Media to
Grow Business

12. We Asked our Customers:
Q: What are your biggest challenges with
Social Media?
1
Proving the
ROI of social
3
Managing time
& resources
2
Leveraging
social to grow
the business

13. We Asked our Customers:
Q: What are your Top 3 Goals this year
with Social Media?
55% 47%
Increasing leads
& website traffic
Growing their
following &
community
21%
Deliver marketing
& brand campaigns

14. We Asked our Customers:
Q: What content do you seek?
93%
&
of Social
Media Managers
67%
of Business
owners
said…
“Social Media Strategy
& How-To’s”

15. The Herschel Story

16. Herschel Today
• 40 Staff
• + 100 global sales reps
around the world
• 10K followers on Twitter
which grew from only 6K
in past 90 days
• Use HootSuite, Twitter &
Promoted Tweets
• herschelsupply.com
• @Herschelsupply

17. Customer Service
BEFORE:
400 emails/day
3 day response time
9-5, Monday-Friday
1 customer service rep

18. Customer Service Via Twitter
AFTER:
Twitter is the primary channel for
customer service
2 hour response time
Share customer service across team
EQUALS: Happier customers, stronger brand,
better engagement

19. Customers were vocal on social about
product fails.
!
Now Herschel can listen and respond
instantly with their 1 year warranty

20. KEYS TO SUCCESS:
• Track customer sentiment
via Twitter & HootSuite
• Respond quickly
• Retail branding – use killer
photography & share it!

21. Bob’s Red Mill
Natural Foods

22. Social Focus
• Build brand awareness by
engaging with customers
• Showcase customer stories
• Make sharing across
customers easy
• Enable one-to-one
connection with the brand

23. How
• Share their own and
user-generated content like
recipes, videos and images
• Use social media channels
and streams to act as a
powerful customer service
tool
• Use analytics to identify the
most compelling messages
and apply to future
campaigns

24. “We use HootSuite for so many
reasons...it allows incredible
visibility, has powerful
scheduling capabilities and team
members to contribute to social
profiles.”
Cassidy Stockton,
Social Media Manager

25. Results
Faster customer service response rates
Increased customer satisfaction
Increased brand sentiment
More compelling marketing campaigns
Over 140,000 Facebook Likes
Over 50,000 Twitter followers

26. Tips from our customers:
1 Monitor social networks, respond fast
2 Use a dashboard to save time
3 Engage directly with customers
4 Encourage customers to share images &
stories on social
!
5 Provide content that is human & relevant

27. HootSuite can help you grow!
1
10 Social Media Marketing Tips for Small Business
blog.hootsuite.com/10-social-media-tips-for-small-business
2
Free Resources - 100’s of videos, webinars & more
blog.hootsuite.com/category/resources
3
How to Build a Community of Followers
blog.hootsuite.com/community-management-tip-brand-advocacy-program/
@hootsuite
/hootsuite
/+hootsuite
/company/hootsuite

28. Thank You
Have questions?
@jeanetteg
@hootbusiness
@hootsuite