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Social Media: Build a Community, Not a Crowd

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John Heaney
John Heaney

Blueprint for the small business entrepreneur to build robust and engaged online communities. How to attract passionate advocates for your business by sharing the spotlight, telling your story, creating compelling content and humanizing your brand.

Business
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Social Media: Build a Community...
...not a crowd
Crowd
Crowd + Passion
Crowd + Passion +Platform
Crowd + Passion +Platform =Community
Remember that views differ
No pitching
Give others a voice
Share the spotlight
Content is king
Tell your story
What’s in it for me?
Don’t talk about X talk about Y strollers parenting cameras photography cookware cooking
You won’t find community here
You don’t get to pick the channel
Join the community (and not just your own)
Enable advocates
Humanize the brand
Connect and educate
Want engagement? Just Ask
Case Studies 1 BIG BUSINESS & 1 small business
Bloggers, retailers, consumers
Results • online conversations doubled • positive mentions up from 67% to 83% • 100% of proactive outreach posts positive • huge increase in positive product reviews • over 1,000,000 impressions
multiple SM channels ArmentDietrich.com
shared content across channels guest bloggers, robust comment sections
Questions? John Heaney john@orange-envelopes.com @johnheaney

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