Measuring what matters How Hootsuite measures community building success

Community Manager, Americas @ConnorMeaks

Connor Meakin

11M+Users

worldwide

1600+EnterpriseCustomers

744out of the

Fortune 1000

Hootsuite VisionRevolutionize Communications via Social

Community VisionBe the most loved brand in social media by building lasting relationships with our users and inspiring Hootsuite fans

around the World

● Set some goals● Why we measure ● What you should measure● How we align KPI’s with our business goals: SXSW example

#Gameplan

Set your Goals:Brand awareness, sales leads, building Advocacy, etc

Challenge: How do we quantify these?

Step 1: Decide what story you want to tell

Step 2: Find out why, and pick your KPI’s (that rhymes)!

What? Be the most loved brand on social.

Why? Advocacy and loyalty to support our business goals ($$)

How? Social Engagement that adds value & shows our personality.

Engagement KPI’s

3. Share of Voice● Mentions vs your

competitors

1. Volume● Social mentions● Social Impressions

2. Engagement Rate

1. Focus on your core audience

2. Compelling images + GIFs

3. Refine your Tweet copy

4. Recycle what works

5. Show your personality

How to increase your Twitter engagement rate (TER)*

*These are tips from Jaime Stein & Hannah Clarke. More here: http://ow.ly/LjImE

Hootsuite at SXSW 2015

Social Impressions: Social Mentions:

Brand Ambassadors960 Ambassadors in 67 countries

Advocacy KPI’s

1. Membership #’s 2. Social Reach● Combined social

following of your membership.

Ambassadors Increase our Global Reach

AmplificationProduct releases shared with ambassadors to drive 200% more engagement & reviews

InsightsShare regional insights, offer product feedback and support initiatives in 22+ languages

SupportEngage and support our 15,000 registered customers in the Support Forum with 80% response rate

EventsDrive localisation efforts by hosting 200+ events in 62 countries

Empower engaged users to act as brand advocates to help build and grow Hootsuite’s global community

signup.hootsuite.com/ambassador/

blog.hootsuite.com/community-management-tip-brand-advocacy-program

blog.hootsuite.com/category/resources

Building a Brand Advocacy Program

100’s of FREE RESOURCES!

@hootcommunity

/hootsuite

/company/hootsuite

/+hootsuite

Hootsuite Ambassador Program

Thank You!Connor Meakin @ConnorMeaks