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Building Communities
Using Social Media
Joey Alarilla (@joeyalarilla)
Director of Social Media and Engagement
Tribal World...
Demystifying social media

Derek Sivers: How to Start a Movement
http://youtu.be/V74AxCqOTvg
3 things to remember
1. It’s not about you
2. Social media is a
conversation
3. People want to join
movements
Why embrace social?

http://www.digitalbuzzblog.com/infographic-social-mediastats-2013/
Why embrace social?

http://www.digitalbuzzblog.com/infographic-social-mediastats-2013/
Why embrace social?

http://www.digitalbuzzblog.com/infographic-social-mediastats-2013/
Why embrace social?

http://www.digitalbuzzblog.com/infographic-social-mediastats-2013/
People, especially the youth, take social for
granted
“Organizations that can bring humanity
and flexibility to their interactions with
other human beings will thrive.” – Seth
...
“Social is a
marathon, not a
sprint.” –
Guiding principle
of Tribal
Worldwide
The journey starts with
you
Exercise 1: Who are you?
How would you
describe your
organization to
someone who doesn’t
know anything about
it?
What can ...
Be prepared for social
media
Have a social media
policy in place
Identify an internal
champion who will
coordinate with di...
Social means listening to
others
Listen to the stories of your
community
Who are the current
members of your
community? (Retention)
Who are the nonmembers ...
Exercise 2: Social listening

www.hootsuite.com
It’s not about you
or them. It’s about
us
“The first follower is
what transforms a
lone nut into a
leader.” – Derek
Sivers...
Build a community, support a
cause, start a movement
Exercise 3: Community
building
www.rebelmouse.com/
blog.rebelmouse.com/
Putting it all together
Create content that generates
conversations and triggers
actions
Create an editorial calendar
Questions/Polls and Quotes
User-generated content –
Ask your users to submit
their own conten...
5 most shareable types of
content
Lists and how to’s – Like this list 
Visual content – People love photos and videos
Pos...
Give a clear call to action
Designing a
community
is like
designing a
playground
Provide a clear
structure, but give
people the freedom to
play, exper...
Manage your community and make them
care
Offer a reward at every level and encourage your members to
climb up the social e...
Embracing social is not
about trending or going
viral
It’s about taking care of your
community and making a difference in
the lives of others
Thank you for listening!
Follow me on Twitter @joeyalarilla and let’s start a
conversation
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Building Communities Using Social Media: Why Embracing Social Is Not About Trending Or Going Viral

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Social media is not about you. It's about creating engaging content that generates conversations and triggers actions. Embracing social is not about trending or going viral. It's about taking care of your community and making a difference in the lives of others.

This Social Media 101 presentation was part of the social media training session conducted by the author for Information Officers at the Armed Forces of the Philippines Civil-Military Operations School on February 3, 2014.

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Building Communities Using Social Media: Why Embracing Social Is Not About Trending Or Going Viral

  1. 1. Building Communities Using Social Media Joey Alarilla (@joeyalarilla) Director of Social Media and Engagement Tribal Worldwide Philippines AFP Civil-Military Operations School Social Media Training February 3, 2014
  2. 2. Demystifying social media Derek Sivers: How to Start a Movement http://youtu.be/V74AxCqOTvg
  3. 3. 3 things to remember
  4. 4. 1. It’s not about you
  5. 5. 2. Social media is a conversation
  6. 6. 3. People want to join movements
  7. 7. Why embrace social? http://www.digitalbuzzblog.com/infographic-social-mediastats-2013/
  8. 8. Why embrace social? http://www.digitalbuzzblog.com/infographic-social-mediastats-2013/
  9. 9. Why embrace social? http://www.digitalbuzzblog.com/infographic-social-mediastats-2013/
  10. 10. Why embrace social? http://www.digitalbuzzblog.com/infographic-social-mediastats-2013/
  11. 11. People, especially the youth, take social for granted
  12. 12. “Organizations that can bring humanity and flexibility to their interactions with other human beings will thrive.” – Seth Godin, Linchpin: Are You Indispensable?
  13. 13. “Social is a marathon, not a sprint.” – Guiding principle of Tribal Worldwide
  14. 14. The journey starts with you
  15. 15. Exercise 1: Who are you? How would you describe your organization to someone who doesn’t know anything about it? What can your organization do for others? What do you like most about your organization?
  16. 16. Be prepared for social media Have a social media policy in place Identify an internal champion who will coordinate with different stakeholders Create a content strategy and a workflow for different stakeholders Agree on KPIs Equip people with the right training and resources
  17. 17. Social means listening to others
  18. 18. Listen to the stories of your community Who are the current members of your community? (Retention) Who are the nonmembers you would like to reach out to? (Acquisition) What are their stories? (Passions/Interests) How can they tell their stories through you? (Engagement/Storytelling /Empowerment)
  19. 19. Exercise 2: Social listening www.hootsuite.com
  20. 20. It’s not about you or them. It’s about us “The first follower is what transforms a lone nut into a leader.” – Derek Sivers, How to Start a Movement, TEDTalks
  21. 21. Build a community, support a cause, start a movement
  22. 22. Exercise 3: Community building www.rebelmouse.com/ blog.rebelmouse.com/
  23. 23. Putting it all together
  24. 24. Create content that generates conversations and triggers actions
  25. 25. Create an editorial calendar Questions/Polls and Quotes User-generated content – Ask your users to submit their own content and showcase the best ones Memes and trending topics – #ThrowbackThursday, #FlashbackFriday Visual content – Photos, videos, infographics User spotlight – Reward active members by featuring them Influencer spotlight – Feature influencers who support your cause Event features – Cover your events Useful links – Links to interesting articles on news sites, blogs and other publications Tips and lists
  26. 26. 5 most shareable types of content Lists and how to’s – Like this list  Visual content – People love photos and videos Positive and negative – People share what delights and outrages them Infographics – Make research sexy! Issues – Start a debate. Discuss issues people care about and become a source of useful information
  27. 27. Give a clear call to action
  28. 28. Designing a community is like designing a playground Provide a clear structure, but give people the freedom to play, experiment and explore
  29. 29. Manage your community and make them care Offer a reward at every level and encourage your members to climb up the social engagement pyramid and contribute more to the community
  30. 30. Embracing social is not about trending or going viral
  31. 31. It’s about taking care of your community and making a difference in the lives of others
  32. 32. Thank you for listening! Follow me on Twitter @joeyalarilla and let’s start a conversation

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