Your SlideShare is downloading. ×
0
The Art & Science
of
Building a Great
By Jennifer Sable Lopez
Director of Community at Moz
@jennita
Community.
The Latest
Buzzword?
Why Should I Care
About
Building a
They’re Searching for You

@jennita

#MNSearch
And Not Just on Google

@jennita

#MNSearch
They’re Your Customers

@jennita

#MNSearch
They Review You

@jennita

#MNSearch
They Share Your Stuff

@jennita

#MNSearch

http://www.bettycrocker.com/recipes/chex-muddy-buddies/
Psst… They LINK to You

@jennita

#MNSearch

http://mz.cm/184s3pi
They Tell Their Friends
About You

@jennita

#MNSearch
They Stick Around When
You Fail

@jennita

#MNSearch
They Make Marketing
Easier

COMM
@jennita

#MNSearch
Ok, Let’s Start
Building!
1. What do you
Want to Achieve?
Start With the
Organization’s Goals

http://moz.com/rand/vision-based-framework/

@jennita

#MNSearch
Start With the
Organization’s Goals

http://moz.com/rand/vision-based-framework/

@jennita

#MNSearch
How Can Community
Help Reach The Goal?
Reach an average of 10
comments per post

Increase community
engagement on Google+
...
Let’s Pick One
Increase community
engagement on Google+
by 10%

@jennita

#MNSearch
Why is it Important?
Increase community engagement
on Google+ by 10%.

Increased engagement leads to
greater knowledge of ...
How Will You Take Action?
How will we increase these numbers?
Post non-Moz content 3x per week
Hang outs!!
Open ended mark...
Talk About These Goals with
Everyone

@jennita

#MNSearch
2. Make it
Someone’s Job
Internal or External

@jennita

#MNSearch

http://mz.cm/1hepCBM
Empower Them to Reach
Their Goals

http://socialfresh.com/community-manager-report-2012/

@jennita

#MNSearch
Give Them the Means to
Take Action

@jennita

#MNSearch
Make it a *Thing* in Your
Organization

http://mz.cm/1c4MdNp
@jennita

#MNSearch
3. Find the People
for
Your Community
+ What They Care About
Find what people are
saying about themselves

@jennita

#MNSearch
Followerwonk

By hovering over a name, you get more info about the person’s engagement, how often they tweet with URLs, as...
Followerwonk

@jennita

#MNSearch
Twitter Search

@jennita

#MNSearch
Google+ Search

@jennita

#MNSearch
Google+ Ripples

@jennita

#MNSearch
Pinterest

@jennita

#MNSearch
Pinterest – What do specific
people pin?

@jennita

#MNSearch
Rapportive
Jackpot baby!

@jennita

#MNSearch
Quora

@jennita

#MNSearch

What types of questions
do they ask/answer?
Whew.
Now… Engage!
4. Do All The Things
Be a Part of the Community

@jennita

#MNSearch
Transparency Works Best

@jennita

#MNSearch
Take it Offline

https://vine.co/v/bP2UI5BJlK0
@jennita

#MNSearch
You’ll Need to be Consistent

SEOmoz Twitter
May 2009
@jennita

#MNSearch
Because, Consistency is Key

Moz Twitter
October 2013
@jennita

#MNSearch
In All Channels

Blog started in 2004.
By August 2005, Rand alone
already had 518 Blog posts.
@jennita

#MNSearch
Buffer

Schedule tweets +
Review Analytics

@jennita

#MNSearch
Create a Content Roundup

@jennita

#MNSearch
Promoting Them =
Promoting You

@jennita

#MNSearch
Talk About What *They* Care
About

@jennita

#MNSearch
And What *They* Love

@jennita

#MNSearch
5. Measure All The
Things
What Are Your KPIs?

Increase community
engagement on Google+
by 10%
@jennita

#MNSearch
Capture Numbers Weekly

@jennita

#MNSearch
How Does This Change
Google + Engagement
Month over Month?

@jennita

#MNSearch
Know How Individual Posts
Do

@jennita

#MNSearch
TrueSocialMetrics

@jennita

#MNSearch
What content gets
the
best engagement?
On Facebook – Using
Insights

@jennita

#MNSearch
In May 2013… We
weren’t paying attention

We were posting
more links…
@jennita

#MNSearch

But our photos had
better engag...
How about today?

Well, we post
more photos!
@jennita

#MNSearch

Plus we started
adding just text posts
And Twitter?

What gets
retweeted?

@jennita

#MNSearch
Content w/ the
most reach
Well hello, Google+

@jennita

#MNSearch
Why Care About the
Negatives?
Followerwonk
Spammers or real
people?
Facebook Unlikes?
What happened here?

@jennita

#MNSearch
Too many posts?

@jennita

#MNSearch
6. Test All The
Things
Such as…
What’s the best time of

day to
_____?
Send a Tweet?
Tweet #2
Tweet #1

@jennita

#MNSearch
When are you active?
Tweet #2
Tweet #1

@jennita

#MNSearch
You can also use Twitter
Analytics

@jennita

#MNSearch
Post to Facebook?

“The average number of your fans who saw any
posts on Facebook by day of the week.”
@jennita

#MNSearch
A wee bit more helpful?

@jennita

#MNSearch
Try PageLever Now
Notice a trend?
Or SimplyMeasured

@jennita

#MNSearch
Publish a Blog Post?

Publishing time
2-3am Pacific
@jennita

#MNSearch
Test a Different Time

Publishing time
~Midnight Pacific
@jennita

#MNSearch
When do you get the
most clicks?

@jennita

#MNSearch
A Good Place to Start

http://blog.bufferapp.com/best-time-to-tweet-post-tofacebook-send-emails-publish-blogposts
@jennita...
Set your goals
Make Community a
priority

Know your people
Be human and care
Building
Community
A bit of Science, a
Thank You

Jennifer Sable Lopez
Director of Community at Moz
@jennita
jen@moz.com
Free/Freemium
Bitly https://bitly.com/
Tools Mentioned
Buffer https://bufferapp.com/
Facebook
https://www.facebook.com/ins...
Paid Tools
SocialEngage
Mentioned
http://www.exacttarget.com/products/socialmedia-marketing

SproutSocial
http://sproutsoc...
Upcoming SlideShare
Loading in...5
×

The Art & Science of Building a Great Community - Jen Sable Lopez

1,968

Published on

Building a Community can feel like a daunting task, but you know the investment can be invaluable. You’ll have to get your hands dirty, get creative, and analyze the data to make it happen. In this session Jen Sable Lopez, Director of Community at Moz, will talk goals, tactics, measurement, and give tons of real-life examples to help you build and keep a healthy community for your organization.

Learn how to:

Grow and develop community
Gain insights into how Moz runs their community
Adopt best practices from Jen Sable Lopez

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,968
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
13
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Transcript of "The Art & Science of Building a Great Community - Jen Sable Lopez"

  1. 1. The Art & Science of Building a Great By Jennifer Sable Lopez Director of Community at Moz @jennita
  2. 2. Community. The Latest Buzzword?
  3. 3. Why Should I Care About Building a
  4. 4. They’re Searching for You @jennita #MNSearch
  5. 5. And Not Just on Google @jennita #MNSearch
  6. 6. They’re Your Customers @jennita #MNSearch
  7. 7. They Review You @jennita #MNSearch
  8. 8. They Share Your Stuff @jennita #MNSearch http://www.bettycrocker.com/recipes/chex-muddy-buddies/
  9. 9. Psst… They LINK to You @jennita #MNSearch http://mz.cm/184s3pi
  10. 10. They Tell Their Friends About You @jennita #MNSearch
  11. 11. They Stick Around When You Fail @jennita #MNSearch
  12. 12. They Make Marketing Easier COMM @jennita #MNSearch
  13. 13. Ok, Let’s Start Building!
  14. 14. 1. What do you Want to Achieve?
  15. 15. Start With the Organization’s Goals http://moz.com/rand/vision-based-framework/ @jennita #MNSearch
  16. 16. Start With the Organization’s Goals http://moz.com/rand/vision-based-framework/ @jennita #MNSearch
  17. 17. How Can Community Help Reach The Goal? Reach an average of 10 comments per post Increase community engagement on Google+ by 10% Create plan for on-site community engagement Increase community engagement on Facebook by 17%. @jennita #MNSearch
  18. 18. Let’s Pick One Increase community engagement on Google+ by 10% @jennita #MNSearch
  19. 19. Why is it Important? Increase community engagement on Google+ by 10%. Increased engagement leads to greater knowledge of inbound marketing in the greater community and reaches a broader marketing audience. @jennita #MNSearch
  20. 20. How Will You Take Action? How will we increase these numbers? Post non-Moz content 3x per week Hang outs!! Open ended marketing questions Think about SEO value when publishing G+ posts Great reference: http://www.blindfiveyearold.com/google-plus-seo @jennita #MNSearch
  21. 21. Talk About These Goals with Everyone @jennita #MNSearch
  22. 22. 2. Make it Someone’s Job
  23. 23. Internal or External @jennita #MNSearch http://mz.cm/1hepCBM
  24. 24. Empower Them to Reach Their Goals http://socialfresh.com/community-manager-report-2012/ @jennita #MNSearch
  25. 25. Give Them the Means to Take Action @jennita #MNSearch
  26. 26. Make it a *Thing* in Your Organization http://mz.cm/1c4MdNp @jennita #MNSearch
  27. 27. 3. Find the People for Your Community + What They Care About
  28. 28. Find what people are saying about themselves @jennita #MNSearch
  29. 29. Followerwonk By hovering over a name, you get more info about the person’s engagement, how often they tweet with URLs, as well as their retweets. This is an excellent way to see if they’re someone who just spits out content, or actually engages with their followers. @jennita #MNSearch
  30. 30. Followerwonk @jennita #MNSearch
  31. 31. Twitter Search @jennita #MNSearch
  32. 32. Google+ Search @jennita #MNSearch
  33. 33. Google+ Ripples @jennita #MNSearch
  34. 34. Pinterest @jennita #MNSearch
  35. 35. Pinterest – What do specific people pin? @jennita #MNSearch
  36. 36. Rapportive Jackpot baby! @jennita #MNSearch
  37. 37. Quora @jennita #MNSearch What types of questions do they ask/answer?
  38. 38. Whew. Now… Engage! 4. Do All The Things
  39. 39. Be a Part of the Community @jennita #MNSearch
  40. 40. Transparency Works Best @jennita #MNSearch
  41. 41. Take it Offline https://vine.co/v/bP2UI5BJlK0 @jennita #MNSearch
  42. 42. You’ll Need to be Consistent SEOmoz Twitter May 2009 @jennita #MNSearch
  43. 43. Because, Consistency is Key Moz Twitter October 2013 @jennita #MNSearch
  44. 44. In All Channels Blog started in 2004. By August 2005, Rand alone already had 518 Blog posts. @jennita #MNSearch
  45. 45. Buffer Schedule tweets + Review Analytics @jennita #MNSearch
  46. 46. Create a Content Roundup @jennita #MNSearch
  47. 47. Promoting Them = Promoting You @jennita #MNSearch
  48. 48. Talk About What *They* Care About @jennita #MNSearch
  49. 49. And What *They* Love @jennita #MNSearch
  50. 50. 5. Measure All The Things
  51. 51. What Are Your KPIs? Increase community engagement on Google+ by 10% @jennita #MNSearch
  52. 52. Capture Numbers Weekly @jennita #MNSearch
  53. 53. How Does This Change Google + Engagement Month over Month? @jennita #MNSearch
  54. 54. Know How Individual Posts Do @jennita #MNSearch
  55. 55. TrueSocialMetrics @jennita #MNSearch
  56. 56. What content gets the best engagement?
  57. 57. On Facebook – Using Insights @jennita #MNSearch
  58. 58. In May 2013… We weren’t paying attention We were posting more links… @jennita #MNSearch But our photos had better engagement!
  59. 59. How about today? Well, we post more photos! @jennita #MNSearch Plus we started adding just text posts
  60. 60. And Twitter? What gets retweeted? @jennita #MNSearch
  61. 61. Content w/ the most reach
  62. 62. Well hello, Google+ @jennita #MNSearch
  63. 63. Why Care About the Negatives?
  64. 64. Followerwonk
  65. 65. Spammers or real people?
  66. 66. Facebook Unlikes? What happened here? @jennita #MNSearch
  67. 67. Too many posts? @jennita #MNSearch
  68. 68. 6. Test All The Things Such as…
  69. 69. What’s the best time of day to _____?
  70. 70. Send a Tweet? Tweet #2 Tweet #1 @jennita #MNSearch
  71. 71. When are you active? Tweet #2 Tweet #1 @jennita #MNSearch
  72. 72. You can also use Twitter Analytics @jennita #MNSearch
  73. 73. Post to Facebook? “The average number of your fans who saw any posts on Facebook by day of the week.” @jennita #MNSearch
  74. 74. A wee bit more helpful? @jennita #MNSearch
  75. 75. Try PageLever Now Notice a trend?
  76. 76. Or SimplyMeasured @jennita #MNSearch
  77. 77. Publish a Blog Post? Publishing time 2-3am Pacific @jennita #MNSearch
  78. 78. Test a Different Time Publishing time ~Midnight Pacific @jennita #MNSearch
  79. 79. When do you get the most clicks? @jennita #MNSearch
  80. 80. A Good Place to Start http://blog.bufferapp.com/best-time-to-tweet-post-tofacebook-send-emails-publish-blogposts @jennita #MNSearch
  81. 81. Set your goals Make Community a priority Know your people Be human and care
  82. 82. Building Community A bit of Science, a
  83. 83. Thank You Jennifer Sable Lopez Director of Community at Moz @jennita jen@moz.com
  84. 84. Free/Freemium Bitly https://bitly.com/ Tools Mentioned Buffer https://bufferapp.com/ Facebook https://www.facebook.com/insights/ FollowerWonk https://followerwonk.com/ Simply Measured http://simplymeasured.com/
  85. 85. Paid Tools SocialEngage Mentioned http://www.exacttarget.com/products/socialmedia-marketing SproutSocial http://sproutsocial.com/ Unified (aka PageLever) http://www.unifiedsocial.com/platform/insight
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×