Case Study for Hootsuite

221.8M

Total reach

40+

Total media features and article mentions

Man using a phone wearing a white shirt

Background 

 

Hootsuite is the global leader in social media management, trusted by more than 18 million customers in 80% of the Fortune 1000, with over 4,000+ enterprise customers. Hootsuite has the broadest dataset in the marketplace, used in more languages and in more countries than any other social media management platform. Forward thinking businesses and organizations turn to Hootsuite for unparalleled expertise, customer insights and a collaborative ecosystem that helps people and organizations succeed with social media.

Although widely known and used around the world, Hootsuite believed company recognition, thought leadership and brand visibility in the U.S. could be elevated. Hootsuite hired Karbo Communications as the U.S. agency of record in September 2019 based on the team’s strategic counsel, creative approach to PR and proven, successful track record in B2B tech, social, and martech companies.

Objectives

  • Raise Hootsuite brand visibility, differentiation and leadership in the U.S.
  • Drive effective message delivery to achieve Hootsuite ROI and generate sales
  • Increase thought leadership for the Hootsuite executive team

Execution

 

Karbo Communications hit the ground running, offering strategic counsel and teaming up with Hootsuite on various media campaigns and product launches. Simultaneously, the agency began pursuing a thought leadership program for Hootsuite executives to discuss the role of social media in societal and business communication. Karbo Com also began securing contributed articles and introductory interviews with top journalists, amplifying U.S. market awareness.

The agency worked with Hootsuite to leverage the company’s data platform to drive thought and market leadership, leading a number of proactive media campaigns tied to timely industry news and events. As the COVID-19 crisis hit around the world, the agency saw an immediate change in tone and conversation on social media. Karbo Com identified trending COVID-19 topics and hashtags on social, working with Hootsuite to pull relevant data from their platform. Karbo Com then worked to analyze the findings and identify compelling trends within the data around sentiment and top hashtags related to COVID-19. The agency conducted aggressive media outreach, garnering two back-to-back pieces of coverage in Forbes, while establishing Hootsuite as the go-to source for social media data.

Karbo Com also drove various media campaigns for Hootsuite, most recently for Digital 2020, Hootsuite and We are Social’s latest annual report on social media and digital trends. Karbo Com worked side-by-side with the Hootsuite team and Chief Analyst, Simon Kemp over the course of two months to identify key market trends, recommend topics for data collection, analyze the data findings and recommend a media outreach strategy. Karbo Com executed on media outreach, securing joint media interviews with Simon Kemp and Hootsuite’s VP of Corporate Marketing, Henk Campher, and securing top-tier coverage in Forbes and ZDNet.

Results

 

Within the first six months of working together, Karbo Communications secured a total of 41 unique articles, totaling 221.8M impressions. Specifically, the agency increased earned media coverage for Hootsuite in top business and technology publications including Forbes, VentureBeat, ZDNet and Bloomberg. Karbo Communications secured briefings with reporters at top-tier publications including Adweek and VentureBeat. The agency also worked to bolster Hootsuite’s awareness with key analysts, securing briefings and product demos with top firms like Forrester and IDC Research.

A sampling of media that have featured Hootsuite:

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