This document discusses how Hootsuite is building the future of social media and messaging platforms by focusing on personalized conversations at scale and conversational AI. It notes that 1:1 messaging has surpassed other forms of social media and is where social media is thriving today. Hootsuite is undergoing an automation transformation to integrate conversational AI technologies into its core business functions and provide a seamless experience connecting people and organizations through efficient conversations. This involves investments in conversational AI through acquisitions to improve the user experience and provide higher quality, lower cost service. The goal is to use social media across the entire customer journey from awareness to advocacy through personalized conversations.

1. Building the Social
Management & Messaging
Platform of the Future
While Scaling the Product
& Engineering Teams
Ryan Donovan, CTO
Hootsuite

2. The future of everything
social media is personalized
conversations
at massive scale

3. 1:1
messaging is no longer
one piece in a collection
of social media trends—
it’s where social media
is thriving today.

4. Conversational AI +
Social Customer Care
WhatsApp is the third most
used social platform globally
with two billion active users.
Only Facebook and YouTube
see higher user numbers.
Hootsuite, Digital 2021

5. At the core of messaging
is the ever-present
need for people to
connect and have
meaningful
conversations.

6. Social media
and messaging apps
are to Millennials and
Gen Z what telephone,
email, and the internet
were to Boomers
and Gen X.

7. We’re using tech—far beyond
our wildest dreams—to create a
blended and seamless experience of
connecting people and organizations
with the right audiences to enable
efficient and effortless conversations
that matter.

8. Conversations on social
media today span the
entire customer journey.

9. The power of social
One of social media’s most potent
attributes has always been that it
enables the ability to listen and
engage, to have two-way
conversations, and to develop
relationships.

10. How are successful
relationships created
on social media?

11. The desire to
connect
● 91% of internet users aged
16 to 64 are now using chat
apps each month.
● Messaging has surpassed
social media platform use,
now in second place at 88%.
91%

12. Right now at Hootsuite,
we’re in an automation
transformation—
as are many of you.

13. So… how did we get from
social media scheduling to
a growing conversational
AI tech stack?

14. Understanding the opportunity
and moving early
1
Balancing quick tactical wins
with long-term vision
2
Redefining processes and
managing organizational change
3
Integrating technology
into core business functions
4
The four most
important practices
for success
in automation

15. Finding
g•a•p•s
in our strategy

16. Addressing
Social Care:
Sparkcentral
Acquisition

17. Addressing Social
Commerce & AI:
Heyday
Acquisition

18. What are the advantages of
investing in conversational AI,
supported by growing
product and engineering
teams?

19. Advantages of investing
in conversational AI
Improve your
user experience
Provide a higher
quality service
at a lower cost
Stand out from
competition

20. “
Social is a public forum—a town square in many ways—where
customers are connecting with brands to comment on the
quality of a company’s customer service. As network platforms
begin focusing more on personalized content, 1:1 messaging,
and care, customers’ habits, needs, and demands will evolve.”
Tom Keiser, CEO
Hootsuite

21. In the future, on social
media, companies will
continue to have the
opportunity to interact
with loyal customers and
project an authentic voice
to build a solid foundation.

22. z
Awareness
Interest
Consideration
Purchase
Retention
Advocacy
Hootsuite
AI
Social
Care
Social
Marketing
Social
Commerce
Our Portfolio Today

23. Awareness
Memorable
Trust
Customer
for life
Awareness Interest Consideration Purchase Retention Advocacy
Social publishing Shoppable posts Unified Inbox: Public + 1:1
Pre sales chatbot 24x7 Lead capture & routing Support chatbot 24x7
Ad driven messaging Social selling Prioritized routing
Listening Order tracking Customer Sat monitoring
Employee advocacy Appointment setting Post sale notifications
Audience optimization In chat carts + conversions 360 view of customer
Social
Marketing
Social
Commerce
Social
Care
Influencer amplification Virtual consultations Testimonial automation
Predictive & proactive care
Guided shopping
Loyalty incentives
What We Are Looking to Build...

24. Customer
Advocacy
Lead
Generation
Brand
Building
Customer
Acquisition
Upselling
Customer
Retention
Social is the golden thread
in a customer’s journey

25. Using Lots of
Cool Technologies

27. Q&A