Persona:

DaveJackson

Dave Jackson

Wine Merchant 

Role in Buying Process: Decision-maker

Most Important KPI: Growing the company's number of fans and followers

PowerUserMeter-Biz-350px


Background

  • Dave was the CFO for a tech company who cashed out to become a wine merchant
  • His stores are a representation of who he is, thus, he is very hands on
  • He knows a lot about finance but not running a small business, marketing, or social media for his two retail locations

Buying Behavior (Decision Criteria)

  • Requires a tool with minimal onboarding 
  • Needs to see strong connection between social and business goals (revenue)

Perceived Barriers / Common Objections

  • Why would I pay for Hootsuite when social media is free?
  • Why do I need it? Twitter and Facebook work fine.
Profile
Social Goals
Top Metrics
Pain Points

Busy, short attention span

Find and cultivate new customers

Grow the number of fans and followers 

Measuring ROI

On the go, mobile is critical

Increase brand awareness

Drive website traffic

Developing engaging content

Hands-on marketer

Manage reputation and cultivate high customer satisfaction

Increase customer database

Keeping up with social trends and competitors

We utilized Hootsuite streams to help identify potential customers and create interest for our new store launch.

Pain Point:

Measuring the impact of social.

They have limited time and energy to dedicate to social media, so they need to know that it’s having a positive impact on the business.

What they need: Easily digestible social data that can be turned into insights that demonstrate ROI.

How Hootsuite Helps:

Hootsuite Analytics

Value Proposition

Hootsuite Analytics allows you to consistently measure the impact of your social efforts on the business through complete reporting.

Proof

"We know what content works best with our audience and how we're doing on social media thanks to trackable ow.ly links and reports that show engagement, sentiment, and link click-through."
Heather Harmon,Public Relations Manager, Manta

Polymer Solutions increased follower growth by 375% since they began measuring social media efforts with Hootsuite.

Short Description

Using Hootsuite Analytics, you can measure and analyze the effectiveness of your social media outreach and campaigns. Track metrics from social networks such as Facebook, Twitter, Google+, LinkedIn, and Google Analytics right from your Hootsuite dashboard, and create reports that can help you turn social data into useable insights.

SEO Keywords

  • social media analytics 
  • social media metrics
  • social analytics 
  • social media analytics tools 
  • social market analytics 

Messaging

Benefit driven: “Turn complex social data into useable insights with Hootsuite Analytics.”

Question driven: “Need a better way to measure the ROI of social? Here’s how Hootsuite Analytics can help.”

Complimentary Apps

Resources


Pain Point:

Finding the time to develop and post engaging content.

When it comes to social, business owners are often an army of one and don’t have a lot of time to create social content, post it to multiple social networks, and engage with followers on a regular basis.

What they need: A way to quickly source and post social content across multiple social networks.

How Hootsuite Helps:

Publisher Pro/Suggestions

Hootlet

Value Proposition

Publisher Pro allows you to easily discover and share relevant content unique to your social audiences.

Hootlet allows you to quickly share content to your social networks without ever having to leave the page you’re on.

Proof

"A really well-rounded feature that makes finding and posting relevant content incredibly easy. Saved me a lot of time every day and kept me actively engaged in the social world."
James Goodwillie, Social Media Manager, Dynamic Web Solutions

“I would say the Hootlet has cut my scheduling Tweets time in about half. I can schedule the Tweet right when the article publishes and I don't have to go back or reopen the article to do so.”
Nicole Cudiamat, Website Manager, The National Law Review

Short Description

The Content Suggestions feature in Publisher Pro allows you to source, share and schedule content and articles that match your interests based on your keywords and publishing history. Suggestions is also available as a standalone iOS app.

Hootlet allows you to share and schedule articles, images, and videos to your social networks without leaving the browser window you’re on. Use Hootlet to search Twitter conversations around a specific location in Google Maps, or about a keyword search in Google.

SEO Keywords

  • content marketing
  • content marketing strategy
  • content marketing software
  • content marketing
  • content marketing strategy
  • content marketing software

Messaging

Benefit driven: “How to save time publishing social content with Hootsuite Suggestions.”

Question driven: “What if you could schedule a week’s worth of social content in just a few clicks?”

Benefit driven: “Find and share social content in one easy step with Hootlet.”

Question driven: “Is finding content to share on social taking up too much of your time?”

Complimentary Apps

Resources

Most Important KPI:

Growing the number of fans and followers.

Small business owners top business concern is finding new customers and retaining existing ones.

How Hootsuite Helps:

Search Streams
Publisher Pro
Analytics
Value Proposition

Search streams allow you to monitor conversations, find new potential fans, and provide social customer service to help keep current followers happy.

Using Publisher Pro, you can schedule and publish content to all your social networks that will help you attract new followers.

Hootsuite Analytics allows you to measure the impact of your social efforts so you can track your growth, identify what’s working or not, and adjust your strategy accordingly.

Short Description

You can add search streams to any tab in your Hootsuite dashboard. Similar to folders on your computer, tabs help separate and categorize your streams into unique spaces for easier viewing.

The Content Suggestions feature in Publisher Pro allows users to source, share and schedule content and articles that match the interests of the user through keywords and publishing history. Suggestions is also available as a standalone iOS app.

Using Hootsuite Analytics, you can measure and analyze the effectiveness of your social media outreach and campaigns. Track metrics from social networks such as Facebook, Twitter, Google+, LinkedIn, and Google Analytics right from your Hootsuite dashboard, and create reports that can help you turn social data into useable insights.

Messaging

Benefit driven: “Find new fans, followers, and conversations that matter using Hootsuite search streams.”

Question driven: “Want to grow your fans and followers on social? Here’s how Hootsuite search streams can help.”

Benefit driven: “How to plan and manage a consistent content strategy to attract new fans and followers on social.”

Question driven: “Is your content on social helping you gain new fans and followers?”

Benefit driven: “Use Hootsuite Analytics to measure, analyze, and grow your social communities.”

Question driven: “Do you know if your social strategy is working or not? Here’s how Hootsuite Analytics can help you measure, analyze, and grow.”


For growing the number of fans and followers
Complimentary Apps
Resources
Proof

Serengetee went from one Facebook fan to 20,000; in year two they rose to 125,000.

Australian Open hit record sales with over 700,000 tickets sold and grew their social media followers by over 300,000 in just two months

SEO Keywords
  • social media growth
  • grow social media
  • social media followers
  • how to get followers on Twitter