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

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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 ...

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

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

  • 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+ by 10% Create plan for on-site community engagement Increase community engagement on Facebook by 17%. @jennita #MNSearch
  • 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 inbound marketing in the greater community and reaches a broader marketing audience. @jennita #MNSearch
  • 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
  • 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 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
  • 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 engagement!
  • 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 #MNSearch
  • 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/insights/ FollowerWonk https://followerwonk.com/ Simply Measured http://simplymeasured.com/
  • Paid Tools SocialEngage Mentioned http://www.exacttarget.com/products/socialmedia-marketing SproutSocial http://sproutsocial.com/ Unified (aka PageLever) http://www.unifiedsocial.com/platform/insight