TBDI2014: Power of communities via Katia Presnal @skimbaco

1. THE POWER OF COMMUNITIES
Rimini
#tbdi2014
9-­‐11
Oct
2014
KATJA
PRESNAL
SKIMBACOLIFESTYLE.COM
@skimbaco
on
Twi@er
&
Instagram

2. Hello! Ciao!
I’m Katja Presnal. You can tweet or connect with
me on Twitter and Instagram as @SKIMBACO
- Owner and Founder of Skimbaco® brand and
editor-in-chief of Skimbaco Lifestyle online
magazine.
- Instagram expert and published author.
- Addy Award winning Social Media Strategist.
- Former Community Director of social shopper
marketing agency Collective Bias, has done social
media marketing strategy for some of the largest
consumer brands in the world.

3. My brand: SKIMBACO
Mission:
Inspire
living
life
to
the
fullest
&
help
people
to
make
their
dreams
come
true

4. COMPANIES DON’T DO BUSINESS
WITH COMPANIES.
THERE IS ALWAYS A PERSON
DOING BUSINESS
WITH ANOTHER PERSON.

5. Communities I’ve belonged to
• Walmart
Moms
–
learned
how
large
brands
can
foster
an
online
community
&
reach
new
and
exisRng
customers.
• Hanes
Comfort
Crew
–
learned
how
experiences
are
be@er
currency
than
money.
Money
can’t
buy
loyalty.
• Park
City
Mountain
Resort
Snow
Mamas
–
learned
how
story
telling
is
more
important
than
sharing
the
markeRng
message.
• Social
Media
Moms
–
learned
that
connecRng
with
people
who
are
not
in
your
niche
has
it’s
benefits.

6. WHY COMMUNITIES? IT’S GOOD MARKETING
Self-promotion
-> constantly “pumping” to
keep promoting
Community building
-> you will climb higher
even when not working

7. EXAMPLE 1: SKIMBACO community
-­‐ We
encourage
to
use
#SKIMBACO
hashtag
on
Instagram
to
share
moments
of
living
life
to
the
fullest
-­‐ We
feature
the
best
photos
at
@Skimbacoers
Instagram
account,
on
our
Facebook
page
and
on
our
Twi@er
&
Pinterest
accounts
to
total
of
over
63,000
followers

8. GOAL: CONTENT FOR OUR MAGAZINE
& FOR OUR Social media channels
-­‐ Interviews
with
interesRng
community
members/our
readers
-­‐ Guest
arRcles
wri@en
by
our
Instagram
community
members
and
our
readers
-­‐ We
get
authenRc
social
media
content
from
our
readers.
It
brings
our
community
together
while
it
promotes
us.

9. LATEST #SKIMBACO PHOTOS FROM OUR COMMUNITY

10. EXAMPLE 2: #IGTRAVELTHURSDAY
Instagram
Travel
Thursday,
a
community
project
started
by
Katja
Presnal
of
Skimbaco
Lifestyle
in
2013
to
raise
awareness
of
travel
bloggers
on
Instagram.

11. INSTAGRAM TRAVEL THURSDAY
-­‐ Over
230
bloggers
have
parRcipated
with
blog
posts
and
link
collecRon
promotes
everyone’s
posts
-­‐
Over
18,000
photos
tagged
on
Instagram
-­‐ Over
2,000
blog
posts
wri@en
in
mulRple
languages,
hosted
in
English,
Finnish,
German
and
Italian
-­‐ Pinterest
board
to
promote
bloggers
on
Instagram
-­‐ Twi@er
parRes
receive
over
12
Million
impressions

12. IT’S NOT ABOUT
QUANTITY
BUT ABOUT QUALITY.

13. ParRcipaRng
in
Instagram
Travel
Thursday
landed
me
my
dream
job!
I
feel
lucky
to
be
a
part
of
@createtrips,
The
CEO
@jpkukkonen
found
me
via
#IGtravelThursday
hashtag.
So,
this
campaign
got
me
my
dream
job
&
some
new
great
friends
around
the
world,
like
@rmblnboy!
VEERABIANCA
DREAMEUROTRIP
I've
had
a
few
instances
where
people
recognized
me
on
the
streets
and
told
me
"I
saw
you
today
in
Stockholm
(or
Helsinki)"
and
when
I
asked
them
how
they
found
me:
through
the
#igtravelthursday
hashtag
of
course.

14. ParRcipaRng
in
#igtravelthursday
IGTT
gives
me
the
buzz
to
keep
instagramming
regularly
-­‐-­‐
and
as
an
outcome
of
that
I
was
featured
on
Buzzfeed
a
few
weeks
ago
as
one
of
the
16
Instagram
Accounts
That
Will
Make
You
Dream
Of
Ireland!
SUSAN_VIBRANTIREALAND
I
wanted
Finnish
travel
bloggers
to
travel
more
in
Finland,
and
started
a
project
#SuomiRetki
(Finland
Trip).
#IGTravelThursday
project
gave
me
ideas
how
to
execute
and
start
my
own
community.
We
already
have
4000
photos
tagged
on
Instagram.
NELLAHELSINKI

15. Joining
#igtravelthursday
got
me
new
followers
here
in
Canada
and
rest
of
the
world.
It
made
me
focus
more
on
acRve
traveling
as
a
family.
My
family
travel
a
lot
but
I
did
not
share
it
online
before
I
joined
the
#igtravelthursday.
ACTIVEKIDSCLUB
IGTT
helps
me
to
grow
my
audience
on
Instagram,
to
share
travel
experiences
with
fellow
travelers
&
bloggers,
to
showcase
my
travel-­‐related
Instagram
photos
on
a
regular
basis
on
my
blog
and
to
get
inspiraRon
from
others.
Apart
from
that,
I
am
co-­‐
host
of
the
German
speaking
IGTT
and
it's
so
much
fun
to
share
the
passion
for
traveling
and
blogging
with
others!
We’ve
had
over
30
bloggers
to
MORGENMUFFELIN
parRcipate
in
German.

16. Since
being
introduced
to
Skimbaco,
chaing
with
Katja
and
hashtagging
#igravelthursday,
we've
tripled
our
Instagram
followers,
made
incredibly
bright
and
interesRng
internaRonal
friends
and
have
now
been
picked
up
as
the
writers
for
a
monthly
travel
blog
featured
on
a
bridal
site
and
magazine!
We're
living
every
moment
to
the
fullest
and
IGtravelthursday
is
a
wonderful
way
for
us
to
share
our
adventures
and
follow
those
of
others!
NOMADICNEWLYWEDS
I've
become
a
be@er
photographer
thanks
to
#IGTravelThursday
...I
see
things
through
a
whole
new
lens
;).
Thank
you
for
presenRng
at
the
Toronto
YASHYANTHI
TBEX
when
I
met
@hinessightblog
!

17. NUMBERS DON’T MATTER, PEOPLE DO
• Connect
with
“small”
businesses,
up
and
coming
influencers
• Help
those
who
you
can
help
the
most,
they
will
never
forget
it,
and
you
will
build
lifelong
loyalty
• Start
building
a
community
from
small
• Don’t
focus
on
the
“numbers”
game
–
focus
doing
business
with
heart
Tweet these and use #TBDI2014 @skimbaco

18. WHAT ABOUT BUSINESS RESULTS?
-­‐ Remember
to
set
goals
for
your
business
and
how
your
community
can
help.
-­‐ Measure
the
results.
-­‐ Be
smart
about
how
much
Rme
you
spend
in
the
communiRes
and
that
the
Rme
translates
into
business
results.
Tweet these and use #TBDI2014 @skimbaco

19. BUSINESS goals FROM COMMUNITY BUILDING
-­‐ Brand
awareness
-­‐ Building
links
/SEO
-­‐ Ambassador
programs
for
markeRng
&
PR
purposes
-­‐ Build
industry
relaRons
&
networking
with
peers
-­‐ Generate
content
as
part
of
your
content
strategy
-­‐ Increase
social
media
presence
-­‐ Reward
customers
-­‐ UlRmately:
drive
sales
and
conversion
Rimini
#tbdi2014
Tweet these and use #TBDI2014 @skimbaco
9-­‐11
Oct
2014

20. MORE SKIMBACO’s Results
• E-­‐magazine
gets
around
300,000
impressions
per
issue.
• Our
team
has
gained
482%
/
over
14,000
new
followers
on
Instagram.
• Over
2000
Instagram
books
sold/given
to
readers.
• Higher
SEO
ranking
on
travel
subjects
on
Google.
• Be@er
relaRonships
with
travel
brands
&
more
press
trip
&
sponsorship
opportuniRes.
• Helping
our
team
members
to
achieve
their
dreams.

21. Being
part
of
the
Skimbaco
Team
has
given
me
the
opportunity
to
do
what
I
am
passionate
about:
to
combine
my
luxury
hotel
obsession
with
my
journalism
background.
My
own
blog’s
readership
has
tripled,
and
I
am
now
a
freelance
travel
writer
for
several
other
sites
as
well.
LEIGH HINES HINESSIGHTBLOG.COM

22. I’ve
been
blogging
almost
for
four
years
now,
but
aqer
becoming
part
of
the
Skimbaco
Team
I
truly
started
building
a
loyal
readership
and
community.
I
am
opening
an
Italian
brand
store
in
Helsinki,
Finland,
and
thanks
to
#IGtravelThursday
I
already
now
am
connected
to
the
top
70
bloggers
of
the
country
and
I
will
use
Instagram
and
social
media
to
market
the
brand.
REETA LAAKSONEN HOUSEOFANAIS.COM

23. I
have
been
part
of
the
Skimbaco
Team
for
four
years,
and
it
has
given
me
the
opportunity
to
make
my
dreams
come
true.
This
summer
I
biked
five
weeks
and
2500
kilometers
of
the
Wild
AtlanRc
Way
in
Ireland
sponsored
by
the
tourism
board
of
Ireland.
It
wouldn’t
have
been
possible
without
the
support
from
Skimbaco.
SATU Vänskä-WESTGARTH Todestinationunknown.com

24. YOU CAN’T BUY LOYALTY.
YOU HAVE TO EARN IT.

25. YOUR TURN: FIND
YOUR OWN COMMUNITY

26. Example Travel Communities
• #IGtravelThursday
&
Skimbaco
• Professional
Travel
Blogger
AssociaRon
• Traveldudes
and
#TTOT
• Travel
Massive
local
events
• And
many
more!

27. Rimini
#tbdi2014
9-­‐11
Oct
2014
KEY TAKEAWAYS
-­‐ Give
first
before
you
ask.
-­‐ Numbers
don’t
ma@er
as
much
as
passion
-­‐ Don’t
turn
people
away
even
if
they
are
not
your
ideal
community
members
-­‐ Seek
synergy
benefits
&
do
own
projects
within
the
community
-­‐ Experiences
&
benefits
more
important
than
money
-­‐ Help
build
people
up
within
your
community
-­‐ The
amount
of
loyalty
and
passion
is
more
important
than
the
amount
if
each
member’s
individual
influence
Tweet these and use #TBDI2014 @skimbaco