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#MozCon
Mackenzie Fogelson
Mack Web Solutions
@mackfogelson
Building a Better Business with Digital Marketing
Mack web Solutions @mackfogelson
a SHIFT in FOCUS
WEBMASTERS CAN
BY CREATING HIGH-QUALITY SITES
THAT USERS WILL WANT TO
- GOOGLE -
a.k.a. the goog
“
“
Mack web Solutions @mackfogelson
USE AND SHARE.
IMPROVE THE RANK OF THEIR SITES
there’s a BETTER way
Mack web Solutions @mackfogelson
what ASSETS
- PADDY MOOGAN -
Distilled
“
“
Mack web Solutions @mackfogelson
CAN’T TAKE AWAY?
CAN YOU BUILD THAT
put THE FOCUS ON
YOUR BUSINESS
WHERE IT BELONGS
Mack web Solutions @mackfogelson
image credit: http://media-cache-ec4.pinimg.com/originals/cc/14/e6/cc14e6b24f39d6d185e04a285ef42ba2.jpg
Mack web Solutions @mackfogelson
BUILD a COMMUNITY
and you will
BUILD your BUSINESS
go here for the
http://bit.ly/1awTIPk
today i’m sharing insights
PLAY-BY-PLAY ON
HOW TO BUILD COMMUNITY
Mack web Solutions @mackfogelson
WE’VE COLLECTED
12 MONTHS
OF community-building DATA
Mack web Solutions @mackfogelson
image credit: http://learni.st/users/36/boards/805-occupation
Mack web Solutions @mackfogelson
we BUILT a PROCESS
TOOLSOUR
SEO
CONTENT
SOCIAL MEDIA
EMAIL MARKETING
OUTREACH
IN ADDITION TO DEVELOPING A STRATEGY, WE USED
THESE TOOLS TO BUILD COMMUNITY.
Mack web Solutions @mackfogelson
Mack web Solutions @mackfogelson
we’ve seen RESULTS LIKE THIS
but WE’VE also SEEN THIS
Mack web Solutions @mackfogelson
BUILDING COMMUNITY
Mack web Solutions @mackfogelson
stuff that
made a
difference
BUILDING COMMUNITY
1
Mack web Solutions @mackfogelson
stuff that
made a
difference
BUILDING COMMUNITY
stuff we’d
like to
change
1 2
Mack web Solutions @mackfogelson
stuff that
made a
difference
BUILDING COMMUNITY
stuff we’d
like to
change
stuff we
learned the
hard way
1 2 3
Mack web Solutions @mackfogelson
goals not
tools
BUILDING COMMUNITY
1
Mack web Solutions @mackfogelson
goals not
tools
BUILDING COMMUNITY
diverse
content
1 2
Mack web Solutions @mackfogelson
goals not
tools
BUILDING COMMUNITY
diverse
content
flexibility &
formula
1 2 3
Mack web Solutions @mackfogelson
1
Mack web Solutions @mackfogelson
FOCUS
not tools
ON GOALS,
set goals for your whole business.
they are the building blocks for
strategy and direction.
Mack web Solutions @mackfogelson
GOALS not TOOLS
Mack web Solutions @mackfogelson
Goals1
Mack web Solutions @mackfogelson
Goals
KPIs2
1
Mack web Solutions @mackfogelson
Goals
KPIs
Strategy3
1
2
Mack web Solutions @mackfogelson
Goals
KPIs
Strategy
Execution4
1
2
3
Mack web Solutions @mackfogelson
Goals
KPIs
Strategy
Execution
Analysis5
1
2
3
4
THE tools you use to build community
are most powerful when driven by
strategy AND rooted in the goals you
have for your whole business.
Mack web Solutions @mackfogelson
FOCUS on GOALS
2
BUILD
CONTENT
DIVERSE
Mack web Solutions @mackfogelson
DIVERSE CONTENT
IN ADDITION TO BLOG POSTS AND
INFO-GRAPHICS, BUILD CONTENT THAT
PROVIDES AN EXPERIENCE and
accomplishes your goals.
Mack web Solutions @mackfogelson
JUST like @72andsunny
Mack web Solutions @mackfogelson
BUGABOO DAYTRIPS
Mack web Solutions @mackfogelson
http://www.72andsunny.com/work/bugaboo/daytrips/film-daytrips
LET’S BREAK THIS DOWN FOR
YOUR BUSINESS
CREATIVITY starts with gOALS
Mack web Solutions @mackfogelson
image credit: http://www.growingajeweledrose.com/2013/05/summer-fun-with-kool-aid-paint.html
Mack web Solutions @mackfogelson
Goals1
SET a GOAL
Mack web Solutions @mackfogelson
Mack web Solutions @mackfogelson
Goals
KPIs2
1
DETERMINE how to MEASURE IT
Mack web Solutions @mackfogelson
Mack web Solutions @mackfogelson
Goals
KPIs
Strategy3
1
2
DEVELOP a CREATIVE STRATEGY
Mack web Solutions @mackfogelson
Mack web Solutions @mackfogelson
Goals
KPIs
Strategy
Execution4
1
2
3
EXECUTE the STRATEGY
Mack web Solutions @mackfogelson
BRIDGE online & OFFLINE
Mack web Solutions @mackfogelson
LET your COMMUNITY DO THE WORK
Mack web Solutions @mackfogelson
THEY can PROVIDE IDEAS for CONTENT
Mack web Solutions @mackfogelson
CONTENT that’s all ABOUT THEM
Mack web Solutions @mackfogelson
Mack web Solutions @mackfogelson
Goals
KPIs
Strategy
Execution
Analysis5
1
2
3
4
SUCCESS IN community building DOES
NOT COME FROM THE number OF
FOLLOWERS YOU HAVE ON SOCIAL MEDIA.
IT’S in THE DIFFERENCE YOU’RE MAKING
IN YOUR BUSINESS.
BUILD your BUSINESS
Mack web Solutions @mackfogelson
3
BALANCE
& FORMULA
Flexibility
Mack web Solutions @mackfogelson
BIG FAT LESSON
Mack web Solutions @mackfogelson
HERE’S WHERE WE
FAILED
AND also WHAT WE’VE LEARNED
Mack web Solutions @mackfogelson
image credit: http://fineartamerica.com/featured/maths-formula-on-chalkboard-setsiri-silapasuwanchai.html
WRONG?WHAT WENT
DIDN’T PUSH BACK
DIDN’T BREAK SILOS
DIDN’T EFFECTIVELY
SET EXPECTATIONS
BUILDING COMMUNITY TAKES COLLABORATION AND
A TON OF HARD WORK. EVERYONE NEEDS TO BE
COMMITTED TO SUCCESS.
Mack web Solutions @mackfogelson
LEARNEDWHAT WE
BUILD A PROCESS &
TEAM TOGETHER
RISK SAYING NO
FOCUS ON GOALS
TAKE THE TIME TO UNDERSTAND THE TEAM AND THE
MAKEUP OF THE BUSINESS. WILL YOU BE MOTIVATED
TO EFFECT CHANGE? WILL THEY?
Mack web Solutions @mackfogelson
Mack web Solutions @mackfogelson
our JOB is to MAKE a DIFFERENCE
your job is not to
- JOHN DOHERTY -
Distilled
“
“
Mack web Solutions @mackfogelson
EFFECT CHANGE.
DELIVER REPORTS.
your job is to
Mack web Solutions @mackfogelson
ALWAYS keep
the FOCUS on
BUILDING your BUSINESS
SOME PRESENTS
Mack web Solutions @mackfogelson
- YOU GUYS ARE AWESOME -
for reals
http://bitly.com/bundles/mackwebsolutions/4
WWW.MACKWEBSOLUTIONS.COM/BLOG
building-online-communities.mackwebsolutions.com

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