Persona:

KristiTaylor

Kristi Chow

Social Media Manager, Tech Start-up

Role in Buying Process: Influencer

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

PowerUserMeter-SMM-350px


Background

  • Kristi is a recent communications graduate
  • She loves using social media to engage friends but has little experience from a business perspective
  • She works with the CEO and Marketing Director to create and post content and monitor comments
  • She is looked upon for her social media knowledge and recommendations

Buying Behavior (Decision Criteria)

  • Requires a tool with minimal onboarding and the ability to monitor and report on customers, campaigns, and competitors
  • Easy way to monitor and report on customers, campaigns, and competition

Perceived Barriers / Common Objections

  • I know social media. What can you teach me?
  • Twitter and Facebook are easy to use, so why do I need you?
Profile
Social Goals
Top Metrics
Pain Points

Multitasking pro, easily distracted

Develop and implement social media strategy

Grow the number of fans and followers 

Measure and analyze social media efforts and initiatives

Thinks she knows everything about social

Write and curate social media content

The number of content pieces created

Developing engaging content

Likes to “work hard, play hard”

Track all social coverage and provide reports

Provide effective management support

Keeping up with social trends and competitors

Scheduling content made it easy for me to do other things but still get content out at the most optimal times.

Pain Point:

Measuring the impact of social.

Social media managers must constantly justify their work (and ultimately, their jobs) by demonstrating the impact that social media is having 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 can help you consistently measure the impact that social media is having on the business through complete reporting. 

Proof

“I tackle social media with a scientific approach, using data to back up decisions. That's where Hootsuite really comes into play" 
Caitlyn Scaggs, Director of Communications and Marketing, Polymer Solutions

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: “Measure the impact your social media efforts are having on the business with Hootsuite Analytics.”

Question driven: “Need to measure and report on the ROI of social? Here’s how Hootsuite Analytics can help.”

Complimentary Apps

Resources


Pain Point:

Finding and posting content that their followers will engage with and share.

There’s nothing more frustrating for social media managers than sending out a post and getting zero engagement.

What they need: An easy way to consistently find and post compelling content that makes their audience take action.

How Hootsuite Helps:

Hootsuite Teams

Publisher Pro/Suggestions

Hootlet

Value Proposition

Suggestions allows you to easily discover content that will resonate with your audience, and share it across your social networks.

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

Proof

"The speed of Suggestions is amazing. It takes only a few seconds to serve up content that would have taken me an hour or more to source."
Susan Wright-Boucher, Recruitment Manager, Social Media and Social Hiring

“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 Suggestions feature in Publisher Pro allows you to source, share and schedule content and articles that match your interests based on 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 their 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: “Find content that will engage your audience and easily share it to multiple social networks with Hootsuite Suggestions.”

Question driven: “Is your audience not responding to your social content?”

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


Pain Point:

Keeping up with competitors and social trends.

New platforms and trends appear all the time, and social media managers are expected to lead the pack when it comes to adopting new strategies.

What they need: Tools to keep tabs on what the competition is doing on social and what the latest trends are.

How Hootsuite Helps:

Search Streams

Hootsuite Blog & Resource Page

Value Proposition

Search streams allow you to thoroughly monitor social networks through keywords and geo-located searches to help you stay on top of trends, competitors, and customer service.

The Hootsuite blog and resource library provides technical, trending, and strategic tools and advice about social media and Hootsuite.

Proof

"We really like using Hootsuite to monitor specific operational items or specific topics."
Kenneth Westling, Online Marketing Specialist, Five Guys

N/A

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 Hootsuite blog and resource section is filled with free social media how-to’s, best practices, case studies, guides, whitepapers, and more.

SEO Keywords

  • social media monitoring
  • social listening
  • social listening tools
  • social media strategy
  • social media marketing strategy
  • social media strategy examples

Messaging

Benefit driven: “How to stay ahead of the competition using Hootsuite search streams.”

Question driven: “Are you missing out on important social conversations? Here’s how Hootsuite search streams can help.”

Benefit driven: “Use Hootsuite Tabs and Streams to better organize and monitor your campaigns.”

Question driven: “Want to save time managing multiple social media accounts and campaigns? ”

Complimentary Apps

Resources

Most Important KPI:

Growing the number of fans and followers.

Social media managers want to see constant growth across their social media communities as a sign that their social media strategy is working.

How Hootsuite Helps:

Search Streams
Publisher Pro
Analytics
Value Proposition

Search streams allow you to monitor social media conversations, so you can find new potential followers to engage with.

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 your growth and identify what’s working or not, so you can adjust your strategy as needed to continue growing your social communities.

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 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: “Hootsuite can help you 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.”


Complimentary Apps
Resources
Proof

Serengetee went from one Facebook fan to 20,000; in year two they rose to 125,000 with the help of Hootsuite.

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