Online and Offline: Creating a Holistic Customer Experience
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Are offline activities still relevant in a digital world? Let’s explore the impact integrated on- and offline social media efforts can have on business. During this session we’ll take a look at the ways both types of efforts are used, the impact they can have on business, and key takeaways that can be shared with colleagues.
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Online and Offline: Creating a Holistic Customer Experience
- 1. Online and Offline: Creating a Holistic Customer Experience Elizabeth Houston Director, Enterprise Community @elhoust
- 2. With so many communication engagement tools to choose from, integration is key in creating major business impact. #FBSprint
- 3. The Dynamic Customer Decision Journey Source: Brian Solis
- 4. • Broader awareness • Better customer Engagement • Deeper loyalty • Potential revenue • Retention + Specialized Offline Programs Ongoing Online Engagement Overall Better & = Holistic Experience
- 5. Online • Extend reach and impressions • Create a sense of community • Focus conversations around like interests • Generate WOM • Provide platforms for customers to be storytellers Offline • Deepen relationships • Provide personalized attention • Create exclusivity through activities • Elevate reputations of most loyal customers • Showcase customer case studies Online and Offline Benefits
- 6. Offline Activities Advertising Social Media Email / Direct Mail Demos Websites / SEO / Web Banners Integrated Strategy Enable audience members to create the story themselves in both on- and offline channels, creating a stronger sense of community. #FBSprint • Focus on a main content driver, applying elements into channels • Target specific audience members to influence others to share content • Use social media to initiate conversations around content • Repurpose content rather than creating new content for each channel
- 7. Getting the Conversation Started
- 8. • Create easy to follow stories • Establish an unique content angle • Provide expertise • Form content in an engaging way to increase audience engagement • Design content to fit channel formats
- 11. Hootsuite Ambassador Program • Identify customers that share positive brand sentiment and have an established presence • Create unique activities and incentives in an exclusive, gamified program • Reach out to target audience members with a concise overview, simple ways to get involved right away, and clear expectations • Enable advocates with leadership roles, making them the heroes among peers • Provide ongoing ways to retain and increase participation When creating an advocacy program, think from the customer POV…what’s in it for me. #FBSprint
- 12. Hootsuite Hootups • Identify existing presence in key markets • Find influencers and brand advocates to lead activities and evangelize for brand • Establish an incentive program for organizers • Confirm activity format and relevant content for attendees • Develop repeatable and scalable activity model (consider frequency, bandwidth, budgets, and grassroots efforts) • Start in one region and expand over time Enlist the help of brand advocates to host activities locally, expanding your reach and maximizing bandwidth. #FBSprint
- 13. 3,200+ 2014 attendees 72% of 2014 Hootups led by Hootsuite Ambassadors 19 participating countries 200+ 2014 Hootups
- 14. 2014 Attendee Types 76% 24% Prospects Customers 13% of prospects in 2014 Hootups converted to Hootsuite customers. #FBSprint
- 15. • Number of Hootups and attendees • Recurring Hootup organizers • First time Hootup locations • Increase in Hootsuite’s social channels following • Number of leads generated and coupons redeemed • Increase in user signups and active users • Increase in Ambassador registrations • Amount and type of content generated Map metrics results back to overall business goals and track impact through the pipeline. #FBSprint Measurement of Success
- 16. Key Components of Hootups • Ongoing engagement and moment-in-time activities integration • Participant incentives to establish a self-sustaining program • Fun and informative, extending Hootsuite culture • Engagement integration across social channels • Easy access and easy to participate • Regional participation • Ambassador-led activities Create a strong support system to enable and empower external facilitators. #FBSprint
- 17. Key Takeaways
- 18. Create greater on- and offline community engagement by empowering your most loyal advocates and influencers. #FBSprint
- 19. Tips • Establish a strong community that aligns across on- and offline channels • Enable and incent community to lead conversations, activities, and storytelling • Use social media channels to engage on an ongoing basis and moment-in-time activities to build stronger bonds • Provide call-to-actions and incentives to keep engagement going • Optimize processes to scale across regions and to maximize bandwidth, budgets, and resources
- 20. Final Thoughts… • Be creative and pilot new ideas • Focus on audience care-abouts • Make your audiences the heroes • Create a strong sense of integrated community • Repurpose content across on-and offline channels
- 21. Hootsuite University https://learn.hootsuite.com/ Newhouse Advanced Social Media Strategy Program https://newhouse.hootsuite.com/ Hootsuite Ambassador Program http://signup.hootsuite.com/ambassador/ @hootsuite /hootsuite /company/hootsuite /+hootsuite Let’s Stay Connected
- 22. Thank You! Elizabeth Houston @elhoust More Info: hootsuite.com
Editor's Notes
- How many of you are incorporating events and activities into your customer journey experiences? How many of you are using social media as part of those events and activities? Are offline activities still relevant in a digital world? Let’s explore the impact integrated on- and offline social media efforts can have on business. During this session we’ll take a look at the ways both types of efforts are used, the impact they can have on business, and key takeaways that can be shared with colleagues. There is so much communication noise today that capturing the attention of our audiences can be really difficult. How do we not only capture their attention, but sustain the relationship, even deepen it over time? advertising direct mail email webinars events roundtables print publications websites social media podcasts videos infographics pictures blogs articles collateral presentations activities panel focus groups content chats online offline online offline online offline social media social media Hootups Hootups offers call-to-actions listening engagement analytics relationship-building web banners mobile SMS marketing relationship-building relationship-building engagement engagement experiences live on-demand sharing examples broadcasts virtual digital workshops sessions SEO Follow Us demos leads loyalty advocacy social business social selling social CRM apps gamification incentives
- We know that there are a lot of different touch points involved in the customer decision journey as well as the longevity of the relationship with the brand. Looking at Brian Solis’ decision journey map here, we can see just how intricit it can get. We can have influence in each of these areas. As marketers and social media practitioners, it’s important for us to keep in mind main motivators that drive customers and prospects to engage with a brand. It’s really the influence over the course of the journey that makes the difference.
- Create an ongoing engagement model with the audience. We use a combination of channels and resources to interact with our audience. And offer specialized programs for avid participants, offering ways to uplevel their reputations, incent them, and give them a voice. All of this equals some of the Let’s dive a little deeper
- There’s a time and a place for each type of communication strategy. However, when it comes to creating a robust community for the audience, it’s important to provide a mixture of online and offline experiences.
- There are quite a few more traditional and newer types of communication channels we can use. But to really maximize our efforts, our strategies have to be integrated. If email, websites, offline activities, and social will be used, think of ways to make the audience the main driver of the conversations, content, and engagement. How many of you feel your efforts today have created a strong community among your audiences? Leverage content across channels rather than creating new/separate content. To impact influence we need to pull from all sources, provide a variety of content, different avenues to engage, generates interest, and creates discussions. Seems easy, but in fact many organizations are still refining their strategies to be more integrated. It can be done and when it is, it can have great impact on the business. Let’s look at an example.
- Here’s a quick video illustrating one of our integrated programs we leverage on an ongoing basis. (Press Play) Also linked here > https://www.youtube.com/watch?v=9yyaKbYZI7M
- Close to 800 loyal customers across the globe Avid interest in supporting Hootsuite brand and influencing peers Exclusive opportunities to participate in activities and discussions Elevate reputations among peers Combination of on- and offline engagement
- Free global program, locally adapted Hootsuite and Hootsuite customer led Educational format with mix of presentation and networking Branding awareness through gatherings and swag Combination of online and offline elements
- 6 new countries and 50 new cities in 2014
- 3 of our top Ambassadors in Barcelona came together to create a monthly re-occurring Hootup series and they even managed to get the venue to do it for free (Venue also uses Hootsuite). Takeaway from that is the power of setting up your ambassadors/influencers for success and seeing how that can turn into a free, no bandwidth opportunity for your brand
- Social media engagement into offiline settings: E.g., Twitter streams, tweetable moments, listening centers, etc. Integrate social media elements: follow us and share buttons in emails, websites, etc.