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)

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