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Hootsuite Secret Files
How a social media company markets via social
Director Marketing, Hootsuite
@cameronu
Cameron Uganec
New Paradigm = Storytelling
PAID
MEDIA
OWNED
MEDIA
EARNED
MEDIA
CUSTOMERS/
ADVOCATES
INFLUENCERS
TRADITIONAL
MEDIA
Customer Journey
Awareness
Consideration
Preference
Purchase
Loyalty
Advocacy
Funnel
Create Distribute Engage Measure Amplify
Responsive Marketing
Content
Marketing
Social Marketing
Social
Advertising
HootSuite, the world’s leading social relationship platform.
Over 9 million users and 747 of the Fortune 1000 trust HootSuite.
Social DNA
Twitter Followers
90K
173K
217K
269K
5.7M
1M 3M 5M
IBM
Salesforce
Oracle
Adobe
HootSuite
7M
0
1
2
3
4
5
6
7
8
9
10
Jan-09
Mar-09
May-09
Jul-09
Sep-09
Nov-09
Jan-10
Mar-10
May-10
Jul-10
Sep-10
Nov-10
Jan-11
Mar-11
May-11
Jul-11
Sep-11
Nov-11
Jan-12
Mar-12
May-12
Jul-12
Sep-12
Nov-12
Jan-13
Mar-13
May-13
Jul-13
Sep-13
Nov-13
Jan-14
Mar-14
Millions
Hootsuite Growth
May 2014
Twitter
@HootSuite - 5,760,000 followers
Blog
4.5 million visits/year
Google+
29,000 followers
LinkedIn
HootSuite Page:
22,384 followers
Ryan Holmes Influencer
363,828 followers
YouTube
6,248 subscriptions
Facebook
413,924 followers
Instagram
3,367 followers
Pinterest
1,969 followers
Slideshare
1,670 followers
Channels Overview
Hootsuite Secret Files: How a Social Media Company Markets via Social - Cameron Uganec
Director
Content/brand
5 Writers
Thought
Leadership
2 Journalists
Design
4 Designers
Blogs
2 Social/Blog
Social
4 Social
Video
2 Video
Our Content Marketing Team
Our Marketing Mission:
To attract, educate and empower
audiences and customers
Create Distribute Engage Measure Amplify
Responsive Marketing
Content
Marketing
Social Marketing
Social
Advertising
Traditional marketing talks
at people. Content
marketing talks with them.
Valuable
Content
Awareness
Shares
Subscribers
SEO
Nurture
Hootsuite Secret Files: How a Social Media Company Markets via Social - Cameron Uganec
Hootsuite Secret Files: How a Social Media Company Markets via Social - Cameron Uganec
Results:
700,000 YouTube subscribers
290 million+ video views
Sales increased 500%
Hootsuite Secret Files: How a Social Media Company Markets via Social - Cameron Uganec
Results:
Viewed more than 12 million times
Related apps have 400,000+ downloads
Hootsuite Secret Files: How a Social Media Company Markets via Social - Cameron Uganec
Jeni’s book becomes a New York Times best-seller
Jeni’s gets tons of top-tier press coverage
Business expands from 2 to 11 store fronts
Sold in over 700 grocery stores
Results:
Hootsuite Secret Files: How a Social Media Company Markets via Social - Cameron Uganec
Hootsuite Secret Files: How a Social Media Company Markets via Social - Cameron Uganec
Results:
Named in Mashable alongside Pepsi, Red
Bull and Intel as first brands to do it
116,000 YouTube views
Sub $300 production cost
"Most self-promotions
are works of
attention-seeking
desperation. This one's
practically a work of art.”
–Adweek
Game of Social
Hootsuite Secret Files: How a Social Media Company Markets via Social - Cameron Uganec
Results:
775,000+ YouTube views, +50,000 social shares
Media pick-up by: Mashable, TIME, Adweek,
Fast Company & AdAge
Tip 1: Be the show, not the commercial
Tip 2: Don’t get stuck in routines
Tip 3: Tell Stories with Heart
Tip 4: Think Attract vs. Interrupt
Create Distribute Engage Measure Amplify
Responsive Marketing
Content
Marketing
Social Marketing
Social
Advertising
Social Marketing:
Distribution, engagement and measurement via social channels
Tip 1: Think like a media company
Twitter
@HootSuite - 5,760,000 followers
Blog
4.5 million visits/year
Google+
29,000 followers
LinkedIn
HootSuite Page:
22,384 followers
Ryan Holmes Influencer
363,828 followers
YouTube
6,248 subscriptions
Facebook
413,924 followers
Instagram
3,367 followers
Pinterest
1,969 followers
Slideshare
1,670 followers
Channels Overview
“Fish where the
fish are biting”
-Granddads everywhere
JC Penny at the Super Bowl
Tweets All / No replies
Reply Retweet Favorite More
Doritos
Slow down, @jcpenney. Have some #Doritos.
Feb 3@Doritos
Expand
Reply Retweet Favorite More
JC Penney
Toughdown Seadawks!! Is sSeattle going toa runaway wit h
this???
Feb 3
@JCPenne
y
Expand
Reply Retweet Favorite More
JC Penney
Oops...Sorry for the typos. We were #TweetingWithMittens. Wasn't it supposed to be colder? Enjoy
the game! #GoTeamUSA pic.twitter.com/e8GvnTiEGl
@JCPenne
y
Feb 3
Expand
Reply Retweet Favorite More
Doritos
Slow down, @jcpenney. Have some #Doritos.
Feb 3@Doritos
Expand
Reply Retweet Favorite More
JC Penney
Toughdown Seadawks!! Is sSeattle going toa runaway wit h
this???
Feb 3@JCPenney
Expand
Reply Retweet Favorite More
JC Penney
Oops...Sorry for the typos. We were #TweetingWithMittens. Wasn't it supposed to be colder?
Enjoy the game! #GoTeamUSA pic.twitter.com/e8GvnTiEGl
@JCPenne
y
Feb 3
Expand
Reply Retweet Favorite More
Kia Motors America
Hey @jcpenney need a designated driver?
Feb 3@Kia
Expand
Tweets All / No replies
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
Hootsuite Secret Files: How a Social Media Company Markets via Social - Cameron Uganec
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
Thought Leadership
Results:
6,000+ click-throughs to hootsuite.com on the day
the article was published
Mobile app had a 78% bump in downloads
0
1
2
3
4
5
6
7
8
4-Mar 5-Mar 6-Mar 7-Mar 8-Mar 9-Mar 10-Mar11-Mar12-Mar13-Mar14-Mar15-Mar16-Mar17-Mar18-Mar19-Mar20-Mar21-Mar22-Mar
Thousands
Social Media Team
Employees
163,500
X
X
25
Followers
111
Friends
10.4
10.1
Average # of
accounts
152,646
14,709
Followers
Likes
Average
reach
Reach
22,236,000
Reach
1,736,079
Social Media Team
AverageFortune500Company
Engage
Results:
Landed a major contract
Tip 2: See every comment as a golden opportunity
Tip 3: Momentum, timing and focus are key
Employees
163,500
X
25
Followers
111
Friends
Reach
22,236,000
Social Media Team
Tip 4: Empower your team
Create Distribute Engage Measure Amplify
Responsive Marketing
Content
Marketing
Social Marketing
Social
Advertising
Hootsuite Secret Files: How a Social Media Company Markets via Social - Cameron Uganec
54
Hootsuite Secret Files: How a Social Media Company Markets via Social - Cameron Uganec
Results:
56
We now create more content on this subject, offering
audiences value & knowledge they WANT
Twitter Ads performing at 1/3 the cost of other
channels for driving sales leads.
Twitter Ads generates an average of 5000 leads/month.
We have started to move our spend increasingly into social
(Twitter primarily)
Under our Hood…
16x increase on social ads since 2012.
4x Social advertising team since 2012
Twitter and Facebook ads lowest CPL of all of
our paid channels
22% of budget allocated to social ads
Social ads will drive 38% of leads in 2014,
up from 12% in 2013
Tip 1: Rotate your social ads regularly
Tip 2: Amplify organic with paid
Responsive 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
Be the show –
Not the commercial
Tell stories with heart
Tips
Use thought
leadership to build brand
awareness
DEC 2008
APR 2009
AUG 2009
DEC 2009
APR 2010
AUG 2010
DEC 2010
JAN 2011
Egyptian
User Registration
7000% increase
Egyptian User Registration
Egypt
Leaked Tweets
Hootsuite Secret Files: How a Social Media Company Markets via Social - Cameron Uganec
Cameron Uganec
Director Marketing, Hootsuite
@cameronu
Hootsuite Secret Files: How a Social Media Company Markets via Social - Cameron Uganec

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