TBDI2014: Power of communities

#tbdi2014 Rimini 9-‐11 Oct 2014

THE POWER OF COMMUNITIES

KATJA PRESNAL SKIMBACOLIFESTYLE.COM

@skimbaco on Twi@er & Instagram

Hello! Ciao!

I’m Katja Presnal. You can tweet or connect with me on Twitter and Instagram as @SKIMBACO - Owner and Founder of Skimbaco® brand and editor-in-chief of Skimbaco Lifestyle online magazine. - Instagram expert and published author. - Addy Award winning Social Media Strategist. - Former Community Director of social shopper marketing agency Collective Bias, has done social media marketing strategy for some of the largest consumer brands in the world.

My brand: SKIMBACO Mission: Inspire living life to the fullest &

help people to make their dreams come true

COMPANIES DON’T DO BUSINESS WITH COMPANIES.

THERE IS ALWAYS A PERSON DOING BUSINESS

WITH ANOTHER PERSON.

Communities I’ve belonged to •  Walmart Moms – learned how large brands can foster an online community & reach new and exisRng customers.

•  Hanes Comfort Crew – learned how experiences are be@er currency than money. Money can’t buy loyalty.

•  Park City Mountain Resort Snow Mamas – learned how story telling is more important than sharing the markeRng message.

•  Social Media Moms – learned that connecRng with people who are not in your niche has it’s benefits.

Self-promotion -> constantly “pumping” to keep promoting

Community building -> you will climb higher even when not working

WHY COMMUNITIES? IT’S GOOD MARKETING

EXAMPLE 1: SKIMBACO community

-‐  We encourage to use #SKIMBACO hashtag on Instagram to share moments of living life to the fullest

-‐  We feature the best photos at @Skimbacoers Instagram account, on our Facebook page and on our Twi@er & Pinterest accounts to total of over 63,000 followers

GOAL: CONTENT FOR OUR MAGAZINE & FOR OUR Social media channels

-‐  Interviews with interesRng community members/our readers -‐  Guest arRcles wri@en by our Instagram community members and our readers

-‐  We get authenRc social media content from our readers. It brings our community together while it promotes us.

LATEST #SKIMBACO PHOTOS FROM OUR COMMUNITY

EXAMPLE 2: #IGTRAVELTHURSDAY Instagram Travel Thursday, a community project started by Katja Presnal of Skimbaco Lifestyle in 2013 to raise awareness of travel bloggers on Instagram.

INSTAGRAM TRAVEL THURSDAY -‐  Over 230 bloggers have

parRcipated with blog posts and link collecRon promotes everyone’s posts

-‐  Over 18,000 photos tagged on Instagram

-‐  Over 2,000 blog posts wri@en in mulRple languages, hosted in English, Finnish, German and Italian

-‐  Pinterest board to promote bloggers on Instagram

-‐  Twi@er parRes receive over 12 Million impressions

IT’S NOT ABOUT QUANTITY

BUT ABOUT QUALITY.

ParRcipaRng in Instagram Travel Thursday landed me my dream job! I feel lucky to be a part of @createtrips, The CEO @jpkukkonen found me via #IGtravelThursday

hashtag. So, this campaign got me my dream job & some new great friends around the world, like @rmblnboy!

VEERABIANCA

DREAMEUROTRIP

I've had a few instances where people recognized me on the streets and told me

"I saw you today in Stockholm (or Helsinki)" and when I asked them how

they found me: through the #igtravelthursday hashtag of course.

ParRcipaRng in #igtravelthursday IGTT gives me the buzz to keep instagramming regularly -‐-‐ and as an outcome of that I was featured on Buzzfeed a few weeks ago as one of the 16 Instagram Accounts That Will Make You Dream

Of Ireland!

SUSAN_VIBRANTIREALAND

NELLAHELSINKI

I wanted Finnish travel bloggers to travel more in Finland, and started a project #SuomiRetki (Finland Trip). #IGTravelThursday project gave me ideas how

to execute and start my own community. We already have 4000 photos tagged on Instagram.

Joining #igtravelthursday got me new followers here in Canada and rest of the world. It made me focus more on acRve traveling as a family. My family travel a lot but I did not share it online before I joined the #igtravelthursday.

ACTIVEKIDSCLUB

MORGENMUFFELIN

IGTT helps me to grow my audience on Instagram, to share travel experiences with fellow travelers & bloggers, to showcase my travel-‐related Instagram photos on a regular basis on my blog and to get inspiraRon from others. Apart from that, I am co-‐host of the German speaking IGTT and it's so much fun to share the passion for traveling and blogging

with others! We’ve had over 30 bloggers to parRcipate in German.

Since being introduced to Skimbaco, chaing with Katja and hashtagging #igravelthursday, we've tripled our Instagram

followers, made incredibly bright and interesRng internaRonal friends and have now been picked up as the

writers for a monthly travel blog featured on a bridal site and magazine! We're living every moment to the fullest and IGtravelthursday is a wonderful way for us to share our

adventures and follow those of others!

NOMADICNEWLYWEDS

YASHYANTHI

I've become a be@er photographer thanks to #IGTravelThursday ...I see things through a whole

new lens ;). Thank you for presenRng at the Toronto TBEX when I met @hinessightblog !

NUMBERS DON’T MATTER, PEOPLE DO

•  Connect with “small” businesses, up and coming influencers

•  Help those who you can help the most, they will never forget it, and you will build lifelong loyalty

•  Start building a community from small •  Don’t focus on the “numbers” game – focus doing business with heart

Tweet these and use #TBDI2014 @skimbaco

WHAT ABOUT BUSINESS RESULTS?

-‐  Remember to set goals for your business and how your community can help.

-‐  Measure the results. -‐  Be smart about how much Rme you spend in the communiRes and that the Rme translates into business results.



BUSINESS goals FROM COMMUNITY BUILDING -‐  Brand awareness -‐  Building links /SEO -‐  Ambassador programs for markeRng & PR purposes -‐  Build industry relaRons & networking with peers -‐  Generate content as part of your content strategy -‐  Increase social media presence -‐  Reward customers -‐  UlRmately: drive sales and conversion


MORE SKIMBACO’s Results

•  E-‐magazine gets around 300,000 impressions per issue.

•  Our team has gained 482% / over 14,000 new followers on Instagram.

•  Over 2000 Instagram books sold/given to readers.

•  Higher SEO ranking on travel subjects on Google. •  Be@er relaRonships with travel brands & more press trip & sponsorship opportuniRes.

•  Helping our team members to achieve their dreams.

LEIGH HINES HINESSIGHTBLOG.COM

Being part of the Skimbaco Team has given me the opportunity to do what I am passionate about: to combine my luxury hotel obsession with my journalism background. My own blog’s readership has tripled, and I am now a freelance travel writer for several other sites as well.

I’ve been blogging almost for four years now, but aqer becoming part of the Skimbaco Team I truly started building a loyal readership and community.

I am opening an Italian brand store in Helsinki,

Finland, and thanks to #IGtravelThursday I already now am connected to the top 70 bloggers of the

country and I will use Instagram and social media to market the brand.

REETA LAAKSONEN HOUSEOFANAIS.COM

I have been part of the Skimbaco Team for four years, and it has given me the opportunity to make my

dreams come true.

This summer I biked five weeks and 2500 kilometers of the Wild AtlanRc Way in Ireland sponsored by the tourism board of Ireland. It wouldn’t have been possible without the support from Skimbaco.

SATU Vänskä-WESTGARTH Todestinationunknown.com

YOU CAN’T BUY LOYALTY. YOU HAVE TO EARN IT.

YOUR TURN: FIND YOUR OWN COMMUNITY

Example Travel Communities

•  #IGtravelThursday & Skimbaco •  Professional Travel Blogger AssociaRon •  Traveldudes and #TTOT •  Travel Massive local events •  And many more!


KEY TAKEAWAYS -‐  Give first before you ask. -‐  Numbers don’t ma@er as much as passion -‐  Don’t turn people away even if they are not your ideal community members -‐  Seek synergy benefits & do own projects within the community -‐  Experiences & benefits more important than money -‐  Help build people up within your community -‐  The amount of loyalty and passion is more important than the amount if each

member’s individual influence


TBDI2014: Power of communities

Social Media

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