How do I create a web personalization segment based off of utm_term

The usual UTM parameters best practices apply while setting the UTMs in the URLs, like - using underscores instead of spaces, and avoiding usage of punctuation chars, this reduces the chances of encoding errors by browsers when reading the parameters, and ensure they're correctly identified by the web segment filters too. You would use the Behavioral > Include Pages filter for setting this up. You can multiple values in the filter separated by the ';' character. Filter values support the wild cards and almost in all the cases adding wild cards at both the ends of the UTM in the filter should work ( this is analogous to "contains"), something like *<utm_parameter=example_value>*.