Tag Archives: social media

Destination Tourism Marketing Roundup #SoMeT12

Community Building Begins With Listening – GrowVC, Everyone Funding Startups, 2012

I spoke with “Everyone Funding Start-ups” podcast, a project of GrowVC – a global marketplace for equity funding – about grassroots strategies for entrepreneurs, including how to build a community of customers and supporters, plus many adaptable “cheap and cheerful” tactics and tools used for building Hootsuite community internationally.

Head on over to GrowVC to listen to the podcast and/or listen onboard:

The blurb says:

This week’s episode of the Grow VC Everyone Funding Startups podcast features Dave Olson (@daveohoots), VP of Community at HootSuite – the leading social media dashboard for managing social networks. Dave discusses best practices for entrepreneurs looking to create, engage and leverage their community of users and supporters. As VP of Community at a company that provides users with tools to better manage their own communities, Dave is ideally positioned to provide listeners with actionable advice in this critical area of enterprise development.

Dave also discusses HootSuite’s tremendous international growth and the advantages and challenges associated with the creation of a global community. As is often the case with HootSuite, the company turned to its community of users to to assist with these inherent challenges.

Social Media for Bands and Fans – Interview on Tweets and Tunes

Jason Lloyd came by the Hootsuite office to interview me for CiTR’s Tweets and Tunes, his show that examines the relationship between independent musicians and social media.

Being an active participant and enthusiast of music scenes, i had many topics to riff on, including DIY promo work at HootSuite, the Tracks on Tracks project, and the impact social media has on independent music.

Check out Tweets and Tunes – Interview with Dave Olson

Blurb

Social media is creating an opportunity for musicians to connect with their audience like never before, allowing everyone to be part of a conversation. The changing dynamics between artist and fan are explored, along with lots of advice and tips for musicians and their social media endeavours.

The show ends with a discussion of the Vancouver music scene, including, bands, venues, and how things have changed and evolved over the years.

HootSuite Talks China Plans: #video via TechinAsia

HootSuite Talks China Plans: Simplified Character Support, Chinese Branding Coming Soon via Tech in Asia

October 25, 2012

Social media in China is huge. So huge that nobody wants to ignore it. And while lots of people think “Twitter” when they hear HootSuite, the folks at HootSuite are taking China seriously. We already know the company has recently added traditional characters and Sina Weibo support, but what else is in the cards? I got a chance to talk with Dave Olson, HootSuite’s community VP, who gave me the lowdown on the company’s China plans.

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Mr. Olson also shared some cool extras with us, like this Chinese pronunciation guidean enthusiastic employee made and an introduction video in Chinese (embedded below). I’m sure not everyone at the company is learning Chinese, but this is still a nice, friendly touch that shows the folks at HootSuite are really working to communicate with Chinese users on their terms. Here’s hoping that HootSuite can move even further into the Chinese market (and that that pronunciation video will stop people from pronouncing weibo like “way-bow”)!

Source: HootSuite Talks China Plans: Simplified Character Support, Chinese Branding Coming Soon

The High-Risk Jobs Behind Your Digital Conveniences via The Next Web

The High-Risk Jobs Behind Your Digital Conveniences: The Next Web By Mike Vardy, Oct. 14, 2012

One software-as-a-service that does its best to prevent workers from getting adversely affected by monitoring the goings-on revolving the company is HootSuite.

Dave Olson, HootSuite’s Vice President of Community explains that “the workload is distributed and everyone supports one another – practically and emotionally”. But there are times when the users get under the skin of those trying to bring the best service possible to them. That’s when Olson steps in.

“As a long-time practitioner, I provide mentoring to ensure workers don’t take snotty replies personally and don’t reply in haste or anger,” Olson says. “When in doubt: breathe, remember these tools didn’t exist 5 years ago, and go get a coffee and relax before replying.”

Source: The High-Risk Jobs Behind Your Digital Conveniences

Keynote on a Boat: Experience Tectoria Spiel with Orcas and Beers – Roundup

London vs Vancouver: who hosted first ‘social media Olympics’? (with poll)

London vs Vancouver: who hosted first ‘social media Olympics’? (with poll)

“Was London 2012 or Vancouver 2010 the First Social Media Olympics?” from Vancouver Sun

Former VANOC communications chief Graeme Menzies compiled opinions after he asked, “Vancouver vs. London: who hosted first social media Olympics?” as part of an article in Vancouver Sun on July 24, 2012 called “Vancouver was home to the first social media Olympics, not London

“Hootsuite’s house of 100 owls” at NXNEi: Hootsuite’s Dave Olson on the freemium business model in canada.com

Following my talk at NxNE – following the epic Tracks on Tracks journey – i did an interview with Russ Martin for Canada.com and related media outlets (which include dozens of papers across Canada). We riffed on many of my fave topics including how we build community with culture and goodtimes.

By , June 15, 2012

Dave Olson is busy shaking hands.

He’s standing on the second floor of the Hyatt hotel in Toronto during NXNEi, the interactive arm of the film and music festival. A small crowd of web workers surrounds him, eager to glean advice from the community director of one of Canada’s most successful social media companies, Hootsuite.

Olson is handing out small brown envelopes. They are stamped in DIY style with an inky picture of an owl and the text, ‘you’re a hoot!’ Inside is a Hootsuite pin and an assortment of branded stickers and temporary tattoos.

It’s telling that Hootsuite’s logo is a cutesy owl character.

Based in Vancouver, Hootsuite has a laid-back, blissful vibe. While Google led the web 1.0 cohort with its ‘Don’t Be Evil’ sensibility, a more appropriate mantra for a social company like Hootsuite might be ‘Stay Awesome.’

The company hosts ‘Hootup’ meet ups where its users can hang out in real life. It also sends Cub Scout style badges and Hootsuite t-shirts to users in the mail. When big events like the Arab Spring occur, it creates infographics to depict how those stories were told on social media.

 

hootsuite hootup2 Hootsuites house of 100 owls

Hootsuit has hosted Hootup meetups all over the world. Photo: Hootsuite

In its four years of business Hootsuite has landed some mammoth clients. Stephen Harper’s office uses the app, as does Barack Obama’s. Via Rail, the Red Cross, the Smithsonian and The U.S. Navy are also users.

Like many apps, Hootsuite operates on a freemium model. Anyone can use Hootsuite to manage multiple social media accounts free of charge. The company’s revenue comes from Hootsuite Enterprise, a souped-up version of the app that offers a trove of analytics to show clients how effectively they’ve engaged their audience.

hootsuite analytics1 Hootsuites house of 100 owls

Hootsuite Enterprise offers a trove of analytics. Photo: Hootsuite

This model splits Hootsuite’s customer base in two. First is the mass of consumers managing personal Facebook, Twitter and LinkedIn accounts. Then there are businesses and government agencies that use the service to manage their public image.

Sitting in the Hyatt lobby Olson explains the two factions.

“In order for the freemium business model to work well, you need to have two unequal parts,” he says. “You need a massive free user base that’s building awareness. Then you have to have the other, smaller slice which is Enterprise and the pro users who are bringing the money to the table.”

Olson says free users make up about 96 per cent of the Hootsuite user base. “That other four per cent, a lot of them love that culture about us,” Olson says. “But when they go to their vice president or CEO and say, ‘I need budget to spend x dollars on Hootsuite Enterprise and we need to take social seriously,’ we want to make sure they have appropriate materials.”

When Hootsuite corresponds with Obama’s office or the UN, its documents still features owl cartoons. But the owls are sophisticated, their beaks poking out of business suits.

hootsuite owl business1 Hootsuites house of 100 owls

Hootsuite’s business owl. Photo: Hootsuite

As a social media platform, Hootsuite has a front row-seat to the news of the world. When a natural disaster or social revolution takes place, users flood the service.

Last spring the Egyptian government cut off access to Facebook and Twitter during political unrest. They did not, however, think to block Hootsuite. Overnight Hootsuite saw a 7,000 per cent growth in Egyptian users.

“For the next 36 hours, Hootsuite was unwittingly the voice of the revolution in Egypt,” Olson says. “Hootsuite was the only way to get a social media message out of Egypt.”

Hootsuite staffers responded directly to tweets coming out of Egypt and the company later compiled data on Eygpt’s hashtags and tweets. It posted the data as an infographic and allowed both National Geographic and the U.S. State Department to re-distribute it.

After careful consideration, Olson says, the company became involved.

“There was sort of a vague line—do we want to get politically involved in this?” Olson asks. “We knew our tool was playing a role but we were slightly unwitting participants.”

Other times, political unrest has presented Hootsuite with a sort of business Sophie’s Choice. When Occupy protesters took to the streets, they also took to social media. Front line protesters used Hootsuite to share live updates on multiple channels from multiple accounts.

But it’s not just protesters and NGOs on the service. It’s also the banks.

If Hootsuite supported the banks, it might have angered its huge user base. If it helped protesters, it risked alienating paying customers.

In the case of Occupy (and many others) Hootsuite reverted to its initial mandate: to keep the tool up and running and to make sure people are receiving help as needed.

It kept politics at arm’s length.

“We need to be able to play both sides,” Olson says. “We have Occupy Wall Street using us on one side and major banks and organizations using us on the other. We don’t want to muddy those waters with a political statement but at the same time we know when people are doing something right.”

It’s not just two sides Hootsuite has to play. It has to play them all. That’s why the company has designed over 100 owls, each with unique traits.

hootsuite owls comp11 Hootsuites house of 100 owls

Hootsuite has an owl for almost every occasion. Photo: Hootsuite

Sometimes Hootsuite sees what’s happening on its service and wants to get involved. When an earthquake hit Japan last year, it was a no brainer. Hootsuite tweeted at its users to donate and made a special Japanese owl to show its support.

Other times it steps back and lets users speak for themselves.

What Hootsuite provides, aside from Hootsuite Enterprise and analytics, is the same thing all social companies do: the opportunity to share and communicate.

And Olson says that’s good.

“We think all communication—well, mostly all—is good communication,” he says. “People from the Department of Justice and Occupy can start a conversation online. I want that conversation to happen on Hootsuite if possible.”

“The more you have people talking and having a cup of tea together,” he says, “the better.”

Source: NXNEi: Hootsuite’s Dave Olson on the freemium business model | canada.com

Cool Under Pressure: How HootSuite Responded to Embarrassing Tweets, Crashing Servers, and the Japanese Earthquake, via Tech.co

Tech.co, by Kira M. Newman, May 30, 2012

Cool Under Pressure: How HootSuite Responded to Embarrassing Tweets, Crashing Servers, and the Japanese Earthquake

On February 15, 2011, a Red Cross employee – obviously having a lot of fun – accidentally broadcasted this tweet from @RedCross rather than her personal account. (See the full story on CNN.) But what VP Community Dave Olson was most alarmed about was the little HootSuite marker: the rogue tweet had been sent using his startup’s social media dashboard.

So HootSuite flew into action: they donated to the Red Cross, encouraged others to donate, and sent a care package with a beer koozie to the mistweeter. Soon, with support from Dogfish Head, breweries were offering a free pint of beer for customers who donated a pint of blood to the Red Cross, rallying around the hashtag #gettngslizzerd. And HootSuite quickly launched tools for secure profiles – an extra step to confirm that you want to tweet to a protected account. What could have been a fiasco turned into a PR boon for 3 companies.

Time and time again, HootSuite has adroitly avoided missteps and faux pas while capitalizing on pivotal moments. That same February, while the Arab Spring ignited in Egypt and Facebook and Twitter seemed blocked, protesters and media signed up for HootSuite to get the message out. As press coverage soared, HootSuite released a timely infographic on popular hashtags and tweets about the Arab Spring. They were soon getting calls about it from the US Department of State, National Geographic, and Voice of America.

The following month, HootSuite CEO Ryan Holmes was scheduled to present on a SXSW panel called Big in Japan. Less than 3 days before the panel, Japan was struck by the record-breaking earthquake and tsunami.

“The show must go on, in some way or another. We couldn’t just go there and say, ‘Let’s all cuddle up and cry,’” recalls Olson. So HootSuite set up a breakfast with the panelists to make sure everyone’s family was safe, and started the panel with a moment of silence. Afterward, they held a discussion for those concerned about Japan. HootSuite tweeted to urge attendees to donate, and SXSWers ended up contributing over $125,000. Meanwhile, HootSuite employees in Japan – the first market they had localized for – used their language skills to help stranded locals and connect them with embassies.

I met with VP Community Dave Olson at HootSuite’s Vancouver headquarters

And HootSuite was still a small team. Though they’ve now grown to 180, they only had around 20 employees when Amazon Web Services crashed one month later, bringing HootSuite (and many other sites) along with it. But the HootSuite blog was still up, and they used it to alert customers of the situation and share news coverage from around the web. Throughout, says Olson, they refrained from “throwing Amazon under the bus.” Once service was restored, HootSuite wrote a blog post about how they’d prevent a similar problem in the future, and issued a $50 credit available to their 1.6 million customers.

From humiliating tweets to chaotic revolutions to tragedies big and small, HootSuite has kept its cool and remained genuine. But how?

“I want to build this company one hug at a time, one relationship at a time – of course it’s not quite possible anymore but we still take that same ethos and same attitude,” says Olson.

“We really try to be egoless. We’re all in it together. We’re all just owls. … Having this egoless, hustle, underdog culture – there’s something really ingrained in our DNA about we don’t take anything for granted. We don’t compete against people; we compete against ourselves – we’re always raising the bar for ourselves.”

It’s a tough lesson to implement, but this is what it looks like in the trenches.

Source: Cool Under Pressure: How HootSuite Responded to Embarrassing Tweets, Crashing Servers, and the Japanese Earthquake