How I Built a Community of 10,000 App Users Organically | Social Media Marketing Client Case Study

Key Concepts

Influencer marketing, social media strategy, community management, content creation, brand building, audience engagement, collaboration, IRL events, email marketing, hourly work, platform leveraging, UGC (User-Generated Content), SEO content, artist development.

Case Study: Building a Community for LY (Influencer Marketing Startup)

Background

• LY was an influencer marketing startup based in Paris, connecting brands with YouTubers and Instagrammers.
• The company's business model involved sending products to creators in exchange for reviews.
• The speaker was hired initially as a consultant and later as a freelance community manager.
• LY was eventually acquired, marking a successful exit for the startup.

Initial Consulting and Role Expansion

• The speaker was initially hired for consulting after posting a YouTube review of LY's competitor, FameBit.
• Consulting involved providing feedback on the platform's development and target industries (beauty vs. drone creators).
• After graduating college, the speaker negotiated a freelance role with the ability to lead a team.
• The full-time role offered was community manager, focusing on influencer communication and social media strategy.

Team Building and Platform Selection

• The speaker hired a second community manager, Kelsey, who was a friend from YouTube.
• Core platforms were chosen based on the target audience (women in the beauty space):
  • Instagram: Established beauty community.
  • Snapchat: Rapid growth, equated to TikTok of today.
  • YouTube: Slower growth, leveraged existing creator audience.
• The speaker and Kelsey leveraged their own small YouTube channels to promote LY.

Content Strategy and Collaboration

• The speaker pitched the idea of starting a blog for SEO content and collaboration.
• A writer, Claire, was hired to lead blog writing, while the speaker focused on content buckets and recurring series.
• An interview series with creators was implemented to position them as experts and professionals.
• The speaker emphasized the importance of collaboration to "borrow audiences" from larger creators.

Community Management and Engagement

• Facebook Groups were used as a community management platform for feedback and engagement.
• The Facebook group served as a contained space for complaints and feedback, preventing public spamming.
• DIY content creation was done by the community managers, including flat lays and stories using iPhones.
• Instagram lives were used to build relationships with the audience.

Educational Approach and IRL Events

• The speaker emphasized an educational approach, acting as "artist development" for influencers.
• The blog featured tech writing (camera settings, networking) and editorial content (beauty product highlights).
• IRL events were organized to enhance the brand's presence beyond the internet.
• A low-budget brunch was hosted in LA for top creators, resulting in increased signups and brand advocacy.
• A higher-budget event was held in New York, with brand-sponsored gift bags.

Email Marketing and Gamification

• Email marketing was implemented to improve user retention and engagement.
• Weekly emails reminded users of new products and review submissions.
• A gift card system was developed to gamify the platform, rewarding users for review milestones.

Conclusion and Key Takeaways

• The speaker was offered a full-time job in New York but declined due to personal reasons.
• Feedback from creators indicated that the speaker and Kelsey's attentiveness and care were key differentiators for LY.
• The speaker emphasized the importance of humanizing brands and providing responsive community management.
• The speaker helped LY reach 10,000 US creators, exceeding the initial goal, and contributed to a successful exit.
• The case study encourages social media managers to think beyond social media platforms and pitch new ideas.

Notable Quotes

• "Don't be afraid to overtop. Don't be afraid to pitch new idea ideas. Don't be afraid to pitch a blog, you know, like I did. That wasn't in scope necessarily."
• "...none of you would have a job without her." (Referring to the speaker's impact on LY's success)
• "I think that people really expect a response on social media...People really expect kind of instant responses. And I think also people want to know who they're talking to."

Technical Terms and Concepts

• Influencer Marketing: Partnering with individuals who have a significant online following to promote products or services.
• Community Management: Building and nurturing relationships with an online community to foster engagement and loyalty.
• UGC (User-Generated Content): Content created by users of a platform or brand, rather than the brand itself.
• SEO Content: Content designed to improve a website's ranking in search engine results.
• Artist Development: Providing resources and support to help creators grow their audience and skills.
• IRL Events: In-real-life events, as opposed to online interactions.