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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 generate:
revenueproduct
ideas
customers
intelligence
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 Smokers
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
@convince
602.616.1895	
  
www.convinceandconvert.com	
  
@Convince

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