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It’s Time
Own
Social
Community
to
Your
The days of
leased
are fading.
social community
It’s time to
owned
re-embrace
social.
Before the
rise of
Facebook
Tumblr
Twitter
&
(Popularity
Increasing)
&
The
created in the
“original”
social media was
unglamorous
Yet impactful world
discussion
boards &
forums.
of
These online
were
conversation
organized
&by hobbyists.for
venues
Others were
built and
brands
managed by
…
as a special place
gather
for
…
to
interact.&
enthusiasts
Social
Communities
The
Rise
ofLeased
As
of the world,
became de-facto
Facebook
for swathslarge
calculus
the
media
became more about
the
business
And f(b)= mb2
1
2
less
about the social,
And
media social>
of
value
all sizes started
size
of
to
community
Companies
(reach)
over
intensity
of feeling.
(engagement)
The
swung away
pendulum
from
community,
trend
rapidly
owned
social
And
with
real estate.
engaging
on
leased digital
toward
consumers
The
easy to understand
(even in hindsight)
rationale behind
shiftthis is
of their free time
a preponderance
spending
With
customers
more & more
of social
On a
platforms,
handful
Why
are
fish
where the fish
swimming?
not
And why restrict your
social
initiatives to
with
engagement
passionate
interacting
advocates?
fans?
Why not use the
mass of
new
reach
customers
&
Facebook to create
This is why the
concept of
organic social media
As a viable
acquisitioncustomer
vehicle, roughly
coincides with
The move toward
socialleased
communities.
They are
strategic
co-dependent
narratives.
Social
Communities
The
Fall
ofLeased
Companies of every
inexpensively
audiences
stripe were able to
build
and beyond.
Facebook,
Using
Twitter
Once fully invested
game,
in the leased
social community
were able
to reliably
their
reach
Brands
audiences
for the purposes of
Increasing
sales,
advocacy.
loyalty &
It was
times.
BEST
of
THE
We
companies,
content.
not
forgot that
social platforms are
distributors of
branded
Once those companies
public,started going
their legal obligation
became to
maximize value
For their
not you.
shareholders,
The rules
leased
of
changed.
social
Just like that,
reliably
the ability to
use public
social platforms
a thriving
manage
customer venue
To create
evaporated.
&
All is
not lost.
Those successes
only
communication
demonstrate
that some pieces
of
Can
overcome
shock.content
still reach
swathslarge
of a brand’s
And
audience.
That’s not a
customer
community,
It’s catching
lightning
in a
content
bottle.
Organic
dead,
isn’treach
health
but it’s certainly
either.
picture ofnot the
?what
now
So
Social
Community
A
Return
to
Owned
Take a
past.
hard look
at the
History
Build meaningful
assetssocial
for your brand,
real estate
fullythat you
own
On
control.&
social
leased
social
FOR
owned
work
Leased 

Social
Owned 

Social
You work 

for me now!
Make
community.
of anadvantages
community are
numerous:
owned social
The
enhanced
loyalty
direct
sales
business
intelligence
market
research
content created/co-
created by members
Don’t abandon
Facebook, Twitter
& other leased
social communities.
for
support
alone they remain
venue
important.
As a
critically
customer
strategy
shifted your
What if you
?
audience,
leased
reach your
to
Instead of using
social
recruit, retain &
enthusiastic
recruit
a community that
it to
your most
Use
to join asupporters
own.you
particularly
Our friends @
BigPoppaSmokers.com
do this
well.
e-commerce
Big Poppa Smokers
store
&
has the definitive
for pellet
drum smokers.
It also has
two thriving,
owned
communities:
Members swap photos, recipes, ideas,
product reviews & stories.
These forums ...
Twitter
Facebook page
Sure, BPS has a
the goal
account, but
differs.
& a
Leased Social Goal
Build & Sustain Large
Audiences
f
t
Leased Social Goal
Funnel Traffic to
Owned Social
=
=
fans,
leased
social
Think of
for your
hors d’ouvres
as the
entree.
owned
social
your
as the
And
community
We have used
social
audience,
leased
to build an
it’s time
to focus
true
But
on
community.
reach,
passion
more than
To do so, we have to
intensity of
get back to valuing
effective
re-embrace
the terrifically
world of
And
owned social.
Hi, folks. 

It’s Jay Baer
I wrote a blog post 

on the topic of owned 

vs. leased social.
It has examples

of brands that
embrace owned social
and do it well.
It has examples

of brands that
embrace owned social
and do it well.
Such as:
• Home Depot
• Harley Davidson
• Big Poppa S...
If you haven’t read it,
check it out.
Click here.
Ask me questions
about owned vs. leased
social. Let me know
what you think.
You know
where to find
Jay, right?
@jaybaer
@c...
602.616.1895	
  
www.convinceandconvert.com	
  
@Convince
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It's time to own your social community

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You can spend your time and money on leased social communities like Facebook, Twitter, Linkedin, Instagram or Pinterest...and many companies are doing just that.

But, those communities do not offer a reliable way to communicate with your customers and fans WHEN and HOW you want to.

That's why smart companies are swinging the pendulum back to the "original" social media...back to owned social communities.

More control, more engagement, more reliability. That's the owned social community dynamic. Maybe it's time you looked into this option for your own social media program?

This Slideshare is based on a blog post from Jay Baer on the Convince & Convert blog. (convinceandconvert.com)

Veröffentlicht in: Business
  • Als Erste(r) kommentieren

It's time to own your social community

  1. It’s Time Own Social Community to Your
  2. The days of leased are fading. social community
  3. It’s time to owned re-embrace social.
  4. Before the rise of Facebook Tumblr Twitter & (Popularity Increasing) &
  5. The created in the “original” social media was unglamorous
  6. Yet impactful world discussion boards & forums. of
  7. These online were conversation organized &by hobbyists.for venues
  8. Others were built and brands managed by …
  9. as a special place gather for … to interact.& enthusiasts
  10. Social Communities The Rise ofLeased
  11. As of the world, became de-facto Facebook for swathslarge
  12. calculus the media became more about the business And f(b)= mb2 1 2
  13. less about the social, And media social>
  14. of value all sizes started size of to community Companies (reach)
  15. over intensity of feeling. (engagement)
  16. The swung away pendulum from community, trend rapidly owned social
  17. And with real estate. engaging on leased digital toward consumers
  18. The easy to understand (even in hindsight) rationale behind shiftthis is
  19. of their free time a preponderance spending With customers more & more
  20. of social On a platforms, handful
  21. Why are fish where the fish swimming? not
  22. And why restrict your social initiatives to with engagement passionate interacting advocates?
  23. fans? Why not use the mass of new reach customers & Facebook to create
  24. This is why the concept of organic social media
  25. As a viable acquisitioncustomer vehicle, roughly coincides with
  26. The move toward socialleased communities.
  27. They are strategic co-dependent narratives.
  28. Social Communities The Fall ofLeased
  29. Companies of every inexpensively audiences stripe were able to build
  30. and beyond. Facebook, Using Twitter
  31. Once fully invested game, in the leased social community
  32. were able to reliably their reach Brands audiences for the purposes of
  33. Increasing sales, advocacy. loyalty &
  34. It was times. BEST of THE
  35. We companies, content. not forgot that social platforms are distributors of branded
  36. Once those companies public,started going their legal obligation became to maximize value
  37. For their not you. shareholders,
  38. The rules leased of changed. social
  39. Just like that, reliably the ability to use public social platforms
  40. a thriving manage customer venue To create evaporated. &
  41. All is not lost.
  42. Those successes only communication demonstrate that some pieces of
  43. Can overcome shock.content
  44. still reach swathslarge of a brand’s And audience.
  45. That’s not a customer community,
  46. It’s catching lightning in a content bottle.
  47. Organic dead, isn’treach health but it’s certainly either. picture ofnot the
  48. ?what now So
  49. Social Community A Return to Owned
  50. Take a past. hard look at the History
  51. Build meaningful assetssocial for your brand,
  52. real estate fullythat you own On control.&
  53. social leased social FOR owned work Leased 
 Social Owned 
 Social You work 
 for me now! Make community.
  54. of anadvantages community are numerous: owned social The
  55. enhanced loyalty direct sales business intelligence market research content created/co- created by members
  56. Don’t abandon Facebook, Twitter & other leased social communities.
  57. for support alone they remain venue important. As a critically customer
  58. strategy shifted your What if you ?
  59. audience, leased reach your to Instead of using social recruit, retain &
  60. enthusiastic recruit a community that it to your most Use to join asupporters own.you
  61. particularly Our friends @ BigPoppaSmokers.com do this well.
  62. e-commerce Big Poppa Smokers store & has the definitive for pellet drum smokers.
  63. It also has two thriving, owned communities: Members swap photos, recipes, ideas, product reviews & stories. These forums generate: revenueproduct ideas customers intelligence
  64. Twitter Facebook page Sure, BPS has a the goal account, but differs. & a
  65. Leased Social Goal Build & Sustain Large Audiences f t Leased Social Goal Funnel Traffic to Owned Social = =
  66. fans, leased social Think of for your hors d’ouvres as the
  67. entree. owned social your as the And community
  68. We have used social audience, leased to build an
  69. it’s time to focus true But on community.
  70. reach, passion more than To do so, we have to intensity of get back to valuing
  71. effective re-embrace the terrifically world of And owned social.
  72. Hi, folks. 
 It’s Jay Baer
  73. I wrote a blog post 
 on the topic of owned 
 vs. leased social.
  74. It has examples
 of brands that embrace owned social and do it well.
  75. It has examples
 of brands that embrace owned social and do it well. Such as: • Home Depot • Harley Davidson • Big Poppa Smokers
  76. If you haven’t read it, check it out. Click here.
  77. Ask me questions about owned vs. leased social. Let me know what you think. You know where to find Jay, right? @jaybaer @convince
  78. 602.616.1895   www.convinceandconvert.com   @Convince

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