A primer on how to make community-based social media a part of your marketing strategy, in addition to some tools and tricks.

1. Creating
Community
on Social
Media
By Betsy A Decillis,
Betsy A Decillis Consulting, LLC

2. Today’s Agenda
• Who am I?
• Owned versus shared content
• Why community-based social?
• Who is your community?
• Examples of creating community
content
• Responding to your community &
getting your content in their hands
• Social networks & tools

3. And let’s not forget the hashtag
#visitgahann

4. Betsy is…

6. Owned Content
• Content that is housed
on sites that you own.
• What you put on your
blog, website, etc.

7. Shared Media
• Content that you put
on a website you
don’t own.
• Anything that you put
on Facebook, Twitter,
Instagram, etc.

8. Owned Versus Shared
• Get your owned content
together before you work on
your shared.
– It’s where business happens.
– Search engines are just as
important as social.

9. Community-Based Social Media
• Treats your fans
like co-marketers.
• Takes the most
time & research.
• Is based on
meeting your fans’
needs and wants.

10. Community-Based Social Media
• Requires going from
“us versus them” to
“we.”
• Despite the large
time investment, it
requires a smaller
monetary
investment.
• This should only be
one piece of your
social media puzzle.

11. Why are you using social
media?
• Why are you
marketing via social
media?
• What looks like
success to you?
• Measure your
progress against
these questions.

12. Who are you marketing to?
• If you don’t know who
your audience is, you
won’t know what kind
of content will hit home
with them or what
kinds of advertising
you should invest in.
• You will be wasting a
lot of time & money.

13. Your Audience
• What age are they?
• Predominantly male or
female?
• What other interests do
they have?
• What motivates them?
• What are their goals?
• What are their
challenges?

14. Kate Spade NY

15. Kate Spade NY

16. Why does that work?

17. Meet the Creekside Blues & Jazz
Festival

18. Who is the audience?
• There is more than
one.
• Women
– Age: 35-55
– Married Professionals
– Music Lovers
– Foodies
– Like the finer things in life

19. What are they looking for?
• Convincing the husband
• Musical education
• Food pairings
• Show, not tell
stories of how the
festival impacts the
community

20. Show, Not Tell

21. Phrasing Your Content
• Hashtag purposefully.
• Tag only those
companies tied to your
post.
• Use inclusive words,
like “who else?” or
“we.”
• Write the way you
actually talk.
• Keep in mind that
you’re working with a
team.

22. Talk with your fans
• Don’t just respond to
negative comments.
• If someone says they
like you, ask more
questions.
• Say thank you again
and again and again
• Respect your fans.
They are your
partners and co-
marketers.

23. A Quick Word About Trolls
• You can’t make them happy, and they
aren’t looking for resolution.
• They are looking for a reaction. Reactions
include deleting comments & blocking.
• Go for a walk and let your well-developed
community stand up for you.

24. User Generated Content
• How to find it:
– Hashtags (your own &
others)
– Twitter Lists
– Facebook pages
– Feedly
• Be sure to ask for
permission
• Attribute Attribute
Attribute

25. User Generated Content
• Superfans
• Local
Partners
• Influencers

26. Promote Your Content
• If you build it, they
will not come.
• According to
Kissmetrics, 30
billion pieces of
content are added
to Facebook a
month.

27. Promote Your Content
• Build a tribe.
– Your tribe is in this
room.
• Share, like,
comment and
interact.
• Use email.

28. Facebook
• Look at your analytics.
– What times are your
fans on?
– Is your audience full of
people that actually do
business with you?
– What posts have
worked for you in the
past?

29. Facebook
• How should you post?
– Don’t hit that share
button.
– Ask a question.
– Have your post topics
connected to the time of
day.
– Post images, not links.
– Invest in video.

30. Facebook Advertising
• Doesn’t have to be
expensive.
• Should be used to
support your
successful content.
• Should be targeted to
one of your audiences.

31. Instagram
• Hashtags are your
BFF.
–Create your own
hashtag.
–Put it on an image
from time to time.
–Interact with other
hashtags.

32. Instagram
• Interact with your fans.
–Go on photowalks.
–Invite local
photographers to
your business.
–Reshare their photos
with attribution.

33. Instagram
• Learn photography
–You don’t have to be
a great photographer
but you have to want
to get better.
–Create something
beautiful.
–Get into
uncomfortable
positions.

34. Twitter
• Listen
– Twitter Lists for
superfans & people that
create relevant content.
– Twitter Lists for those
that you want to write
about you.
– Follow local hashtags
and those relevant to
your industry.
– Search your name &
competitors’ names.

35. Twitter
• Jump on in
–Images increase
your engagement.
–Answer questions
from your lists &
searches.
–Don’t over-
promote.

36. Resources
• Google Drive
• Dropbox
• Canva
• WordSwag
• Feedly

38. Thank you!
Betsy A. Decillis
Betsy A. Decillis
Consulting, LLC
betsy@badconsultingllc.co
m
Resource Page:
http://bit.ly/BADLovesGahanna