{"id":142613,"date":"2020-12-22T15:06:51","date_gmt":"2020-12-22T15:06:51","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/?p=142613"},"modified":"2020-12-22T15:06:51","modified_gmt":"2020-12-22T15:06:51","slug":"how-c-suite-derives-business-value-from-social-media-qa-with-hootsuites-vp-of-corporate-marketing-henk-campher","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2020\/12\/22\/how-c-suite-derives-business-value-from-social-media-qa-with-hootsuites-vp-of-corporate-marketing-henk-campher\/","title":{"rendered":"How C-suite derives business value from social media: Q&#038;A with Hootsuite\u2019s VP of Corporate Marketing, Henk Campher"},"content":{"rendered":"<div class=\"well\">\n<h3>30-second summary:<\/h3>\n<ul>\n<li><span style=\"font-weight: 400;\">The pandemic drove people inside their homes and onto social media like never before.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Hootsuite has closely been monitoring the changing behaviors of consumers online since the beginning of 2020.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">We caught up with Henk Campher, VP of Corporate Marketing and Head of Social Impact at Hootsuite, to help you derive a cream level perspective for your digital strategies.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Know how CMOs can find value in SMM efforts, conduct market analysis, and run social media campaigns that actually succeed in the eyes of top management.<\/span><\/li>\n<\/ul>\n<\/div>\n<p><span style=\"font-weight: 400;\">From learning banana bread recipes to connecting with loved ones, hunting jobs, and now shopping holiday gifts, the pandemic drove people inside their homes and onto social media like never before. 2020 has shown us how people have resorted to Instagram, Twitter, TikTok, and LinkedIn. While Hootsuite has closely been monitoring the changing behaviors of consumers online, w<\/span><span style=\"font-weight: 400;\">e caught up with <\/span><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.linkedin.com\/in\/henkcampher\/\" target=\"_blank\" rel=\"noopener noreferrer\">Henk<\/a> Campher<\/span><span style=\"font-weight: 400;\">,<\/span><span style=\"font-weight: 400;\"> VP of Corporate Marketing and Head of Social Impact at <\/span><a href=\"https:\/\/signup.hootsuite.com\/pro-ent-na-english-r10\/?utm_source=google&amp;utm_medium=cpc&amp;utm_campaign=selfserve-bau-na-en--us-pua-google_search_branded_exact&amp;utm_term=hootsuite&amp;gclid=Cj0KCQjwhtT1BRCiARIsAGlY51J-AjkwVRf7T8NceImj9NfiTXqtq3WfZ7kYmio2473lrpg4x_ASkzcaAq2PEALw_wcB\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Hootsuite<\/span><\/a><span style=\"font-weight: 400;\">, to help you derive a cream level perspective for your digital strategies.<\/span><\/p>\n<h2><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-142614 size-medium alignleft\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/12\/Henk-Campher-VP-of-Corporate-Marketing-and-Head-of-Social-Impact-at-Hootsuite-QA-300x300.jpg\" alt=\"Henk Campher, VP of Corporate Marketing and Head of Social Impact at Hootsuite - Q&amp;A\" width=\"300\" height=\"300\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/12\/Henk-Campher-VP-of-Corporate-Marketing-and-Head-of-Social-Impact-at-Hootsuite-QA-300x300.jpg 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/12\/Henk-Campher-VP-of-Corporate-Marketing-and-Head-of-Social-Impact-at-Hootsuite-QA-768x768.jpg 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/12\/Henk-Campher-VP-of-Corporate-Marketing-and-Head-of-Social-Impact-at-Hootsuite-QA-scaled.jpg 728w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>Q. Paid ads have their own cons like reduced page reach, how do you maintain an upward graph for organic page reach and boost relationships, engagement, and direct sales?<\/h2>\n<p><span style=\"font-weight: 400;\"><strong>Henk Campher:<\/strong> Never take a one-size-fits-all approach to social media marketing, especially with organic content. To reach a large audience, organic posts need to be optimized. To do this, you need to understand the platform and audience you are optimizing for. Start by focusing on the platforms that make the most sense for your business. For example, if you\u2019re a B2B company, you may find the most value on LinkedIn or Twitter whereas a B2C company may gravitate towards Snapchat, <a href=\"https:\/\/searchenginewatch.com\/2020\/08\/19\/how-to-optimize-for-the-instagram-algorithm-in-2020\/\" target=\"_blank\" rel=\"noopener noreferrer\">Instagram<\/a>, or TikTok to reach a younger crowd.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you want organic content to perform well on social media, create engaging and personalized content that is fitting for the platform you are using. Give people a reason to follow and engage with your social posts. To better understand what content resonates with your audience, start by using <a href=\"https:\/\/searchenginewatch.com\/2019\/10\/15\/top-social-listening-tools-for-2020\/\" target=\"_blank\" rel=\"noopener noreferrer\">social listening tools<\/a>\u2014at Hootsuite, we integrate directly with Brandwatch so our customers can navigate social intelligence capabilities directly from their dashboard.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<div class=\"well\">\n<h3><b>Case study<\/b>:<\/h3>\n<p><span style=\"font-weight: 400;\">Securian Financial, a Hootsuite financial services customer, was able to leverage social listening to determine that their key demographics shifted away from complaining about quarantine to sharing positive content around being connected. What arose was Life Balance Remix, a UGC campaign encouraging people to share content that highlighted their \u201cnew normal\u201d and garnered thousands of participants with over 2.5 million campaign impressions across Twitter and Instagram.\u00a0<\/span><\/p>\n<\/div>\n<p><span style=\"font-weight: 400;\">Beyond creating the right content for the right platform, it\u2019s essential to connect with people. Show your audience the human side of your brand. You can do this by lifting up your employees on social media and sharing their stories or connecting with the wider community through an employee advocacy tool, like Hootsuite\u2019s Amplify tool. If you want to boost engagement on posts, ask your audience relevant and interesting questions. This is also a great opportunity to learn about what interests them. If you focus on value and creating the right content, you\u2019ll be able to successfully develop relationships with your audience, boost engagement, and drive sales.<\/span><\/p>\n<h2>Q. What are the top social media metrics that can help CMOs see direct value in marketers\u2019 social media marketing efforts?<\/h2>\n<p><span style=\"font-weight: 400;\"><strong>Henk Campher:<\/strong> For both B2C and B2B brands, the key to successful social measurement is to keep your metrics simple. Trust classic cross-platform metrics like <a href=\"https:\/\/searchenginewatch.com\/2020\/06\/01\/seven-tips-for-full-funnel-seo-in-2020\/\" target=\"_blank\" rel=\"noopener noreferrer\">return-on-ad spend<\/a> and lifetime value, as these measures also tie directly to your organization\u2019s business goals. Once you choose the content you think will resonate with your audience, test your ideas to identify which posts generate the most engagement, shares, and impressions, and do this for each social platform. Continue to test, learn, and optimize. But when it comes to measuring your efforts on social, it is important to keep your business objectives in mind and develop KPIs that match the overall goals and expectations of your organization. Metrics such as impressions and reach should be analyzed consciously.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If your goal is to build brand awareness, focus on overall engagement and how long visitors are staying on your website. This will help evaluate if your content isn\u2019t just \u201ccontent-for-content-sake\u201d but is actually resonating with your audience and driving conversions.\u00a0<\/span><\/p>\n<h2>Q. What are the typical touchpoints\/aspects marketers must include in their social media campaigns to reflect value for the brand and meet CMO expectations?<\/h2>\n<p><span style=\"font-weight: 400;\"><strong>Henk Campher:<\/strong> One of the most important aspects of a social media campaign is social listening. A robust social listening tool allows you access to real-time insights into consumer sentiment, shifting trends, and competitive intelligence. These insights are key to helping a brand better understand how consumers feel about a campaign and what they want from your brand.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The best social media campaigns also have specific goals in mind and are purpose-driven. You must understand the customer segment you\u2019re trying to reach through a specific campaign. To achieve this, create profiles or personas for your core constituencies that integrate data and insights from marketing channels (including social) and CRM. Understanding how, where, and when to engage with your constituents requires a clear picture of their motivations and their needs.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another important aspect is social data integration. Our &#8216;<\/span><a href=\"https:\/\/hootsuite.com\/resources\/social-transformation-report\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Social Transformation Report<\/span><\/a>&#8216;<span style=\"font-weight: 400;\"> uncovered that only 10% of marketers feel they have mature practices around integrating social data into enterprise systems like Adobe, Microsoft, Marketo, or Salesforce. However, according to our &#8216;<\/span><a href=\"https:\/\/hootsuite.com\/research\/social-trends\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">2021 Social Trends Report<\/span><\/a>&#8216;<span style=\"font-weight: 400;\">, 85% of organizations that integrate social data into their other systems have the confidence to accurately quantify the <a href=\"https:\/\/searchenginewatch.com\/2020\/11\/17\/harness-the-power-of-integrated-cro-and-social-media\/\" target=\"_blank\" rel=\"noopener noreferrer\">ROI of social media<\/a>. While data integration is a complex process, a much more accessible entry point that can help marketers better connect social engagement to customer identity and measurable ROI is integrating paid and organic social media activity.\u00a0 We found that mature organizations with completely integrated paid and organic social strategies are 32% more confident in quantifying the ROI of social media.\u00a0<\/span><\/p>\n<h2>Q. How important is it for any brand to have involvement in social matters and social investments?<\/h2>\n<p><span style=\"font-weight: 400;\"><strong>Henk Campher:<\/strong> The most successful brands this year didn\u2019t put themselves front and center of the conversation\u2014they decided to listen instead. After taking the time to listen, brands must find creative and empathetic ways of adding value to the conversation instead of trying to lead it. Brands should stay true to their identities and their audience by asking: <\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">\u201cWhat is my role?\u201d<\/span><\/li>\n<li><span style=\"font-weight: 400;\">\u201cWhat conversations make sense for me to weigh in on and why?\u201d<\/span><\/li>\n<li><span style=\"font-weight: 400;\">\u201cHow can social media contribute to my business objectives?\u201d<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Having a voice in important conversations is powerful for a brand. However, if a brand is posting about topics that don\u2019t align with the brand\u2019s personality and identity, customers will notice. As a wealth of different conversations are taking place across social media at all times, it\u2019s important to create a blueprint for how to comment on a conversation, if at all.\u00a0<\/span><\/p>\n<h2>Q. What methods can CMOs implement to use social media like Facebook, Twitter, and LinkedIn for effective market analysis?<\/h2>\n<p><span style=\"font-weight: 400;\"><strong>Henk Campher:<\/strong> There are various tried-and-true methods CMOs can implement when using social media platforms for market analysis. Before you begin your analysis, always have a clear goal in mind. It\u2019s important to look at what exactly you want to analyze whether it\u2019s your brand, product, or competitors. Doing a quantitative <a href=\"https:\/\/searchenginewatch.com\/2020\/06\/09\/how-to-create-social-media-content-that-builds-your-brand\/\" target=\"_blank\" rel=\"noopener noreferrer\">content analysis<\/a> by assessing the engagement rate of your social posts can give companies an idea of if a message or product is resonating with your followers. Social listening is another incredibly powerful tool for analysis. Through social listening, you can zero in on how people are talking about your brand.\u00a0 It\u2019s also important to not be shy. Be empowered as a brand to implement tactics like polls and surveys on social to get in touch with customers and glean informative insights into how your audience is thinking about your brand.\u00a0<\/span><\/p>\n<h2>Q. How would you push an online event that involves employee referral on social media for a maximum turnaround?<\/h2>\n<p><span style=\"font-weight: 400;\"><strong>Henk Campher:<\/strong> Develop an effective social media strategy in advance and provide your employees with the right resources and tools to promote the event. You can do this by crafting the content and social platform guidelines in advance so it is easy for employees to spread the word on social media. At Hootsuite our Amplify tool allows brands to extend their social reach and increase employee engagement. Using platforms that are suited for employee advocacy will garner the most successful results.\u00a0<\/span><\/p>\n<h2>Q. What are your expert tips on the most effective ways to run a social media campaign, especially during the holiday season 2020?<\/h2>\n<p><span style=\"font-weight: 400;\"><strong>Henk Campher:<\/strong> The holidays are a great opportunity for brands to increase engagement and <a href=\"https:\/\/searchenginewatch.com\/2020\/11\/17\/harness-the-power-of-integrated-cro-and-social-media\/\" target=\"_blank\" rel=\"noopener noreferrer\">drive sales on social media<\/a>. Here are my four tips to create an effective social media campaign and stand out from the competition:\u00a0<\/span><\/p>\n<ol>\n<li><span style=\"font-weight: 400;\"><strong>Tweak your social media posting schedule<\/strong> to accommodate changing workdays or times. B2B businesses often have higher engagement rates during the day, as employees are leaving early and working less in the evening. B2C companies generally have a better reach when it\u2019s not during typical work hours.\u00a0<\/span><\/li>\n<li><span style=\"font-weight: 400;\"><strong>Continue to curate content over the holidays<\/strong>, even if there might be a downturn of activity on social channels across the board. If you go quiet on social, your customers will notice.\u00a0<\/span><\/li>\n<li><span style=\"font-weight: 400;\"><strong>Maintain community engagement<\/strong> as relationships, connections and engagement are key to any successful social media campaign. Always respond to customer issues or comments promptly.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"><strong>The holidays are a great time to showcase the \u2018human\u2019 side<\/strong> of your business. Take advantage of platforms like Instagram to showcase the company, employees, and interact with the community at large.\u00a0<\/span><\/li>\n<\/ol>\n<h2>Q. What are the most common mistakes you see brands making in their social media pushes?<\/h2>\n<p><span style=\"font-weight: 400;\"><strong>Henk Campher:<\/strong> The most common mistake brands make is thinking of social media merely as a broadcast medium. With nearly three billion people on Facebook every month, more than one million on Instagram, and hundreds of millions more on Twitter, Pinterest, TikTok, and Snapchat, it\u2019s tempting to think that way. While social media started with organic posts and later turned to paid social advertising, brands should never lose sight of social media\u2019s core value: establishing and maintaining relationships. Take the time to invest in relationship building, as this helps brands build strong bonds with their audiences and boost customer loyalty, which ultimately benefits their business. Rather than pump out promotional content, take the time to establish your <a href=\"https:\/\/searchenginewatch.com\/2020\/06\/09\/how-to-create-social-media-content-that-builds-your-brand\/\" target=\"_blank\" rel=\"noopener noreferrer\">brand\u2019s personality<\/a>, and connect with customers by taking on an empathetic \u201chuman-first\u201d approach.<\/span><\/p>\n<p>How is your brand making the most of social media marketing this holiday season? Are there challenges you&#8217;re facing with regards to creating value from a board room perspective? Feel free to share your thoughts on our interview, drop a comment!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>An insightful conversation on social media 2020, the increased consumer appetite, shifting behaviors, and the value it has created for brands right from the marketer to the board room. <\/p>\n","protected":false},"author":688,"featured_media":142614,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[27893,7,9],"tags":[27942,27204,978,10543,27813,12364,161,615,27997,16580,18849,993,723,260,27964,718,1531,27299,102,27304,96,625,27842,28008,163,186],"content_type":[],"class_list":["post-142613","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","category-industry","category-social","tag-audience-engagement","tag-audience-engagement-metrics","tag-brand-awareness","tag-client-relationship-management","tag-covid-19","tag-customer-relationship-management-crm","tag-facebook","tag-holiday-season","tag-holiday-shopping","tag-hootsuite","tag-insights","tag-instagram","tag-kpis","tag-linkedin","tag-market-insights","tag-metrics","tag-paid-ads","tag-paid-advertising","tag-roi","tag-social-listening","tag-social-media","tag-social-media-advertising","tag-social-media-marketing-smm","tag-social-media-metrics","tag-twitter","tag-youtube"],"acf":{"tad_independentcommercial":false,"tad_content_format":false},"post_info":{"name":"Kamaljeet Kalsi","title":"","thumbnail_url":"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/12\/Henk-Campher-VP-of-Corporate-Marketing-and-Head-of-Social-Impact-at-Hootsuite-QA-scaled.jpg","category":"Digital Marketing","timeago":"5y"},"_links":{"self":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/142613","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/users\/688"}],"replies":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/comments?post=142613"}],"version-history":[{"count":0,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/142613\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media\/142614"}],"wp:attachment":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media?parent=142613"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/categories?post=142613"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/tags?post=142613"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/content_type?post=142613"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}