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Jen Sable Lopez
Building Your Community
From The Ground Up
Director of Community at Moz
“Moz already has a community.
This is easy for you.”
@jennita!
SEOmoz Blog – January 2005
@jennita!
Top SEOmoz Members – August 2005
518 Blog Entries
In 10 Months!
@jennita!
SEOmoz Twitter – May 2009
Ok, so how do *we* start?
Start With Goals
@jennita!
What are your organization’s goals?
VISION
Our vision is for a world free of colon cancer
where education, early...
@jennita!
How would a Community help reach those?
“We're a community that
provides hope and support to
patients and their ...
@jennita!
What do you hope to achieve?
Set achievable goals
Moz Goal:
Reach a Broader Audience
Marketing Team Goal:
Increase engagement within
the Community on-s...
@jennita!
Communicate to everyone
Actual slide deck from
All Staff meeting in 2010
How Will We Measure?
@jennita!
It depends on your goals
KPIs: The Basics
@jennita!
@jennita!
Engagement
@jennita!
Engagement – Week over Week
@jennita!
On-Site Activity
Traffic
@jennita!
Dude. BACKLINKS.
@jennita!
Overall health
@jennita!
Have some fun!
Assess Internal Resources
@jennita!
A blogger in the midst?
@jennita!
Anyone have a large network already?
This guy!!
@jennita!
A Social Media Enthusiast?
A Dev to champion your ideas?
All to be a part of the Community
Must.
Do.
Research.
Does a Community already exist?
@jennita!
Check in on your competitors
What are they missing out on?
It’s ok to
START
SMALL
@jennita!
Where to start?
@jennita!
Focus your efforts
@jennita!
Tell your story
@jennita!
Show your personality
@jennita!
It’ cool to care
Expand as the team grows
@jennita!
Keep on keepin’ on
Building a Team
@jennita!
Again, starting small is FINE.
Make a list of daily tasks
Community Daily Tasks Circa 2010
That list will change
Community Daily Tasks TODAY
Train and encourage everyone
Community is a team sport
Test
Test
Re-test
Then Re-evaluate
@jennita!
Goals still in alignment?
KPIs make sense?
Is the team missing anything?
Now,
you just
have to
DO IT.
Jen Sable Lopez
@jennita
jen@moz.com
THANK YOU
Building Your Community From the Ground Up
Building Your Community From the Ground Up
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Building Your Community From the Ground Up

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  • Branding?LinksUGCSignupsEngagement
  • Are you still just talking to yourself or are others responding?Sharing your content? Talking about your tools? Responding to your social posts?
  • Are you still just talking to yourself or are others responding?Sharing your content? Talking about your tools? Responding to your social posts?
  • To a certain area?What kind of increases?Note specific spikes in social – influencers? Reach out
  • To a certain area?What kind of increases?Note specific spikes in social – influencers? Reach out
  • Transcript of "Building Your Community From the Ground Up"

    1. 1. Jen Sable Lopez Building Your Community From The Ground Up Director of Community at Moz
    2. 2. “Moz already has a community. This is easy for you.”
    3. 3. @jennita! SEOmoz Blog – January 2005
    4. 4. @jennita! Top SEOmoz Members – August 2005 518 Blog Entries In 10 Months!
    5. 5. @jennita! SEOmoz Twitter – May 2009
    6. 6. Ok, so how do *we* start?
    7. 7. Start With Goals
    8. 8. @jennita! What are your organization’s goals? VISION Our vision is for a world free of colon cancer where education, early detection and treatment lead to survivorship for all. MISSION Our mission is to knock colon cancer out of the top three cancer killers. We are doing this by championing prevention, funding cutting-edge research and providing the highest quality patient support services.
    9. 9. @jennita! How would a Community help reach those? “We're a community that provides hope and support to patients and their families, while saving lives through screening, access, awareness, advocacy and research.”
    10. 10. @jennita! What do you hope to achieve?
    11. 11. Set achievable goals Moz Goal: Reach a Broader Audience Marketing Team Goal: Increase engagement within the Community on-site, off- site, & off-line Megan’s Goal: Increase engagement on Facebook & Google+ by 25%
    12. 12. @jennita! Communicate to everyone Actual slide deck from All Staff meeting in 2010
    13. 13. How Will We Measure?
    14. 14. @jennita! It depends on your goals
    15. 15. KPIs: The Basics @jennita!
    16. 16. @jennita! Engagement
    17. 17. @jennita! Engagement – Week over Week
    18. 18. @jennita! On-Site Activity
    19. 19. Traffic
    20. 20. @jennita! Dude. BACKLINKS.
    21. 21. @jennita! Overall health
    22. 22. @jennita! Have some fun!
    23. 23. Assess Internal Resources
    24. 24. @jennita! A blogger in the midst?
    25. 25. @jennita! Anyone have a large network already? This guy!!
    26. 26. @jennita! A Social Media Enthusiast?
    27. 27. A Dev to champion your ideas?
    28. 28. All to be a part of the Community
    29. 29. Must. Do. Research.
    30. 30. Does a Community already exist?
    31. 31. @jennita! Check in on your competitors
    32. 32. What are they missing out on?
    33. 33. It’s ok to START SMALL
    34. 34. @jennita! Where to start?
    35. 35. @jennita! Focus your efforts
    36. 36. @jennita! Tell your story
    37. 37. @jennita! Show your personality
    38. 38. @jennita! It’ cool to care
    39. 39. Expand as the team grows
    40. 40. @jennita! Keep on keepin’ on
    41. 41. Building a Team
    42. 42. @jennita! Again, starting small is FINE.
    43. 43. Make a list of daily tasks Community Daily Tasks Circa 2010
    44. 44. That list will change Community Daily Tasks TODAY
    45. 45. Train and encourage everyone
    46. 46. Community is a team sport
    47. 47. Test Test Re-test
    48. 48. Then Re-evaluate
    49. 49. @jennita! Goals still in alignment? KPIs make sense? Is the team missing anything?
    50. 50. Now, you just have to DO IT.
    51. 51. Jen Sable Lopez @jennita jen@moz.com THANK YOU
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