How to build an onlinecommunity for your business   by Mackenzie Fogelson, Mack Web Solutions                             ...
SO YOU WANT TObuild acommunityAROUND YOUR COMPANY.I’M THINKING THAT’S A REALLY GOOD IDEA.   MACK WEB SOLUTIONS            ...
SEO CONTINUES TO CHANGE                      daily     IF YOu are not already working on adapting,                    toda...
Build a community to weather   algorithms because those suckers are always fluctuating.MACK WEB SOLUTIONS                 ...
Build a community to add                     equity            and more value to your business.          that means more t...
Build a community to have              purpose                so that you matter vs.     just being online, because everyo...
Build a community to         stand outbecause this process is something that pushes you to            differentiate your b...
Build a community to put the focuson goals not toolsWhich is where it should be.because you want to grow your business.not...
don’t get me wrong, you need                     tools      like seo, social media, content marketing,         email marke...
just remember to stay              focused              on what’s really important           which is building a better bu...
we know this works because              we tested this out on ourselves                                                @ma...
and now our clients     are starting to experience similar success.                                             @mackfogle...
so it’s time tosharewhat has worked so that youcan try it on for size.   MACK WEB SOLUTIONS         @mackfogELson         ...
MACK WEB SOLUTIONS   @mackfogELson
MACK WEB SOLUTIONS   @mackfogELson
let’s break it down into                     stages   so that you can build a ginormous community              around your...
MACK WEB SOLUTIONS   @mackfogELson
focus on the goals you have for your                     whole      business, not just for seo or social media            ...
Think about these importantquestions              what makes your company                       unique?                   ...
when yougrow upwhat do you wanna be?  MACK WEB SOLUTIONS    @mackfogELson                                20
What makes your company unique?       try things like:                     analyze your competition                       ...
Why do you care?    think about this:            besides money, what’s important?                     what drives your pas...
What do you want to build?   marinate on this:                     what’s your vision?                think both short & l...
Who do you want to build it for?  please remember:            every person is not your customer               it helps to ...
now it’s time to              identify          your goals for your entire business.                 start with just a few...
MACK WEB SOLUTIONS   @mackfogELson
you’ve gotta have the right                        TEAM    who want to be part of this if you want it to                  ...
you’ve got to have A team of people who are    passionateand committed to seeing this thing through - even   when it’s tou...
MACK WEB SOLUTIONS   @mackfogELson
lots of roles to consider                           project manager                         community manager             ...
Don’t just assign team members,elect the right onesone person cannot carry all the weight.Can’t be interns or short-timers...
MACK WEB SOLUTIONS   @mackfogELson
a strategy is what will help you to               achieve        your goals by breaking them down into           actionabl...
Start with some preliminarydiscovery workTHe what: Campaignsthe when: calendarthe how: ongoing efforts                    ...
Campaigns arethe what              what’s going to need to be                      created in order to                    ...
Your execution calendar isthe when               high level: plan for 2-3                       months & coordinate all   ...
Planning for ongoing efforts isthe how                [1] stay accountable                       [2] analyze your efforts ...
MACK WEB SOLUTIONS   @mackfogELson
you’ve gotta take the time to set the team up for              success    by addressing fears, concerns & resistance.     ...
MACK WEB SOLUTIONS   @mackfogELson
Before you even get started, answer thesequestions              why are we doing this?                       how much work...
Why are we doing this?    build confidence             this isn’t just about social media             we’re working toward...
How much work is involved?      convey purpose          we have a strategy that is driving us                   toward our...
When will we see results?               be realistic       discuss short & long term expectations       understand importa...
Most importantly,disrupt your routinecreate a new routine.commit to learning & growing.tap into your endurance.           ...
MACK WEB SOLUTIONS   @mackfogELson
your number one goal is to provide             The bestcustomer experience that you can possibly provide.MACK WEB SOLUTION...
In order to do this, you have tolearn continuouslyso that you can be creative, innovative & agile.so that you have cool th...
MACK WEB SOLUTIONS   @mackfogELson
so step away from your computer and  meet peoplemake new friends, find someone to mentor you, build relationships with sup...
then go back to your computer and       read a lot awesome stuff inside & outside of your industry.    cool stuff that wil...
all of this stuff is what manifests     serendipityand although you can’t measure that, it’s what ends upmaking the bigges...
MACK WEB SOLUTIONS   @mackfogELson
blog posts, video, graphics, audio & resources are all                       valuethat’s the stuff that attracts people to...
The value that you generate needs to focus onyour customerso that it is useful & purposeful.so that they know you care.so ...
In general, you need content that’sfoundational                       this is the static stuff on                       yo...
But you also need content that iscommunity building                       this is the dynamic stuff on                    ...
And don’t forget about working onpre-outreach                      you can survey people,                      engage on s...
MACK WEB SOLUTIONS   @mackfogELson
now here’s where the good stuff happens         share all         the valuebut remember that the focus is on the customer....
so i encourage you to use the80/20 rule80% share other people’s great stuff20% share your own remarkable things  MACK WEB ...
Whatever your ratio is, rememberit’s not about youcurate other people’s great stuff.Leverage relationships with would-be c...
And don’t forget aboutoutreach              all those friends you’re                      making? this is where you       ...
MACK WEB SOLUTIONS   @mackfogELson
once your community is underway,build & foster its growth. this is ongoing and never, ever ends.MACK WEB SOLUTIONS        ...
Don’t forget toget in thereyou & your team are part of your community, too.contribute & engage on a genuine level.        ...
work to build a thriving community                listen & respond        feature people in your community            ackn...
MACK WEB SOLUTIONS   @mackfogELson
MACK WEB SOLUTIONS   @mackfogELson
and last but certainly not least            measure        and analyze all of your hard work.   and then don’t forget to t...
You want to make sure tocommunicateweekly: stand-upsbi-weekly: pushesmonthly: reportsquarterly: strategy                  ...
MACK WEB SOLUTIONS   @mackfogELson
always bring everything back to       your goalsillustrate how your efforts have been working towards     the objectives y...
make sure that youuse the datadon’t just collect it. analyze it and put it to work.      make changes based on what you kn...
MACK WEB SOLUTIONS   @mackfogELson
in case you want to learn more, here’s a  link bundle http://bitly.com/bundles/mackwebsolutions/2MACK WEB SOLUTIONS       ...
ALL PHOTOS CREDITED TO         PINTEREST   THANK YOU VERY MUCHMACK WEB SOLUTIONS                            @mackfogELson
Q&A Time!    @mackfogelson     www.mackwebsolutions.com     info@mackwebsolutions.com                           http://seo...
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How to Build an Online Community for Your Business

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Building a community around your brand is one of the best ways to build your business online. All it takes is some targeted goals, a strong strategy, and a whole lot of hard work and passion. Just remember to put your focus on goals, not tools to build a brand of awesomeness.

Published in: Technology, Business

How to Build an Online Community for Your Business

  1. 1. How to build an onlinecommunity for your business by Mackenzie Fogelson, Mack Web Solutions @mackfogelson Tweet with Mozinar attendees: #mozinar Technical problems or feedback: Please email team@seomoz.org
  2. 2. SO YOU WANT TObuild acommunityAROUND YOUR COMPANY.I’M THINKING THAT’S A REALLY GOOD IDEA. MACK WEB SOLUTIONS @mackfogELson 2
  3. 3. SEO CONTINUES TO CHANGE daily IF YOu are not already working on adapting, today’s the day. it’s time.MACK WEB SOLUTIONS @mackfogELson
  4. 4. Build a community to weather algorithms because those suckers are always fluctuating.MACK WEB SOLUTIONS @mackfogELson
  5. 5. Build a community to add equity and more value to your business. that means more traffic & leads, too.MACK WEB SOLUTIONS @mackfogELson
  6. 6. Build a community to have purpose so that you matter vs. just being online, because everyone else is.MACK WEB SOLUTIONS @mackfogELson
  7. 7. Build a community to stand outbecause this process is something that pushes you to differentiate your business. MACK WEB SOLUTIONS @mackfogELson
  8. 8. Build a community to put the focuson goals not toolsWhich is where it should be.because you want to grow your business.not just rank for keywords. @mackfogELson @mackfogleson MACK WEB SOLUTIONS @mackfogELson
  9. 9. don’t get me wrong, you need tools like seo, social media, content marketing, email marketing & other stuff, too. @mackfogELsonMACK WEB SOLUTIONS @mackfogELson
  10. 10. just remember to stay focused on what’s really important which is building a better business. @mackfogELsonMACK WEB SOLUTIONS @mackfogELson
  11. 11. we know this works because we tested this out on ourselves @mackfogELsonMACK WEB SOLUTIONS @mackfogELson
  12. 12. and now our clients are starting to experience similar success. @mackfoglesonMACK WEB SOLUTIONS @mackfogELson
  13. 13. so it’s time tosharewhat has worked so that youcan try it on for size. MACK WEB SOLUTIONS @mackfogELson 13
  14. 14. MACK WEB SOLUTIONS @mackfogELson
  15. 15. MACK WEB SOLUTIONS @mackfogELson
  16. 16. let’s break it down into stages so that you can build a ginormous community around your business. @mackfogELsonMACK WEB SOLUTIONS @mackfogELson
  17. 17. MACK WEB SOLUTIONS @mackfogELson
  18. 18. focus on the goals you have for your whole business, not just for seo or social media or content or marketing. @mackfogELsonMACK WEB SOLUTIONS @mackfogELson
  19. 19. Think about these importantquestions what makes your company unique? why do you care? what do you want to build? who do you want to build it for? @mackfogELson @mackfogleson MACK WEB SOLUTIONS @mackfogELson
  20. 20. when yougrow upwhat do you wanna be? MACK WEB SOLUTIONS @mackfogELson 20
  21. 21. What makes your company unique? try things like: analyze your competition define your usp @mackfogELson @mackfoglesonMACK WEB SOLUTIONS @mackfogELson
  22. 22. Why do you care? think about this: besides money, what’s important? what drives your passion? @mackfogELson @mackfoglesonMACK WEB SOLUTIONS @mackfogELson
  23. 23. What do you want to build? marinate on this: what’s your vision? think both short & long term @mackfogELson @mackfoglesonMACK WEB SOLUTIONS @mackfogELson
  24. 24. Who do you want to build it for? please remember: every person is not your customer it helps to build some personae understand your conversion funnel @mackfogELson @mackfoglesonMACK WEB SOLUTIONS @mackfogELson
  25. 25. now it’s time to identify your goals for your entire business. start with just a few. @mackfogELsonMACK WEB SOLUTIONS @mackfogELson
  26. 26. MACK WEB SOLUTIONS @mackfogELson
  27. 27. you’ve gotta have the right TEAM who want to be part of this if you want it to be successful.MACK WEB SOLUTIONS @mackfogELson
  28. 28. you’ve got to have A team of people who are passionateand committed to seeing this thing through - even when it’s tough - so that you don’t give up.MACK WEB SOLUTIONS @mackfogELson
  29. 29. MACK WEB SOLUTIONS @mackfogELson
  30. 30. lots of roles to consider project manager community manager strategist designer seo content developer email marketer Outreacher readers & learners PR-Er @mackfogELsonMACK WEB SOLUTIONS @mackfogELson
  31. 31. Don’t just assign team members,elect the right onesone person cannot carry all the weight.Can’t be interns or short-timers.don’t silo internal & External teams. @mackfogELson @mackfogleson MACK WEB SOLUTIONS @mackfogELson
  32. 32. MACK WEB SOLUTIONS @mackfogELson
  33. 33. a strategy is what will help you to achieve your goals by breaking them down into actionable, chewable pieces that can be measured. @mackfogELsonMACK WEB SOLUTIONS @mackfogELson
  34. 34. Start with some preliminarydiscovery workTHe what: Campaignsthe when: calendarthe how: ongoing efforts @mackfogELson @mackfogleson MACK WEB SOLUTIONS @mackfogELson
  35. 35. Campaigns arethe what what’s going to need to be created in order to accomplish your goals? @mackfogELson @mackfogleson MACK WEB SOLUTIONS @mackfogELson
  36. 36. Your execution calendar isthe when high level: plan for 2-3 months & coordinate all vehicles. detail level: execute efforts & work together to meet deadlines. @mackfogELson @mackfogleson MACK WEB SOLUTIONS @mackfogELson
  37. 37. Planning for ongoing efforts isthe how [1] stay accountable [2] analyze your efforts [3] always revisit goals [4] make strategy changes [5] push forward @mackfogELson @mackfogleson MACK WEB SOLUTIONS @mackfogELson
  38. 38. MACK WEB SOLUTIONS @mackfogELson
  39. 39. you’ve gotta take the time to set the team up for success by addressing fears, concerns & resistance. @mackfogELsonMACK WEB SOLUTIONS @mackfogELson
  40. 40. MACK WEB SOLUTIONS @mackfogELson
  41. 41. Before you even get started, answer thesequestions why are we doing this? how much work is involved? when will we see results? @mackfogELson @mackfogleson MACK WEB SOLUTIONS @mackfogELson
  42. 42. Why are we doing this? build confidence this isn’t just about social media we’re working toward goals that will help us grow our business @mackfogELson @mackfoglesonMACK WEB SOLUTIONS @mackfogELson
  43. 43. How much work is involved? convey purpose we have a strategy that is driving us toward our goals we are going to rely on ongoing training @mackfogELson @mackfoglesonMACK WEB SOLUTIONS @mackfogELson
  44. 44. When will we see results? be realistic discuss short & long term expectations understand importance of commitment, consistency & passion @mackfogELson @mackfoglesonMACK WEB SOLUTIONS @mackfogELson
  45. 45. Most importantly,disrupt your routinecreate a new routine.commit to learning & growing.tap into your endurance. @mackfogELson @mackfogleson MACK WEB SOLUTIONS @mackfogELson
  46. 46. MACK WEB SOLUTIONS @mackfogELson
  47. 47. your number one goal is to provide The bestcustomer experience that you can possibly provide.MACK WEB SOLUTIONS @mackfogELson
  48. 48. In order to do this, you have tolearn continuouslyso that you can be creative, innovative & agile.so that you have cool things to share.so that you can open up opportunities that didn’t exist. @mackfogELson @mackfogleson MACK WEB SOLUTIONS @mackfogELson
  49. 49. MACK WEB SOLUTIONS @mackfogELson
  50. 50. so step away from your computer and meet peoplemake new friends, find someone to mentor you, build relationships with super cool people & companies. MACK WEB SOLUTIONS @mackfogELson
  51. 51. then go back to your computer and read a lot awesome stuff inside & outside of your industry. cool stuff that will open up your world.MACK WEB SOLUTIONS @mackfogELson
  52. 52. all of this stuff is what manifests serendipityand although you can’t measure that, it’s what ends upmaking the biggest difference when building community. MACK WEB SOLUTIONS @mackfogELson
  53. 53. MACK WEB SOLUTIONS @mackfogELson
  54. 54. blog posts, video, graphics, audio & resources are all valuethat’s the stuff that attracts people to your business, your brand & your community. @mackfogELson MACK WEB SOLUTIONS @mackfogELson
  55. 55. The value that you generate needs to focus onyour customerso that it is useful & purposeful.so that they know you care.so that it also earns links. @mackfogELson @mackfogleson MACK WEB SOLUTIONS @mackfogELson
  56. 56. In general, you need content that’sfoundational this is the static stuff on your website that explains who you are & what you do. @mackfogELson @mackfogleson MACK WEB SOLUTIONS @mackfogELson
  57. 57. But you also need content that iscommunity building this is the dynamic stuff on your blog that is less about what you do & more about what you know. @mackfogELson @mackfogleson MACK WEB SOLUTIONS @mackfogELson
  58. 58. And don’t forget about working onpre-outreach you can survey people, engage on social media & get feedback before you create your content. @mackfogELson @mackfogleson MACK WEB SOLUTIONS @mackfogELson
  59. 59. MACK WEB SOLUTIONS @mackfogELson
  60. 60. now here’s where the good stuff happens share all the valuebut remember that the focus is on the customer. It’s not about you. @mackfogELsonMACK WEB SOLUTIONS @mackfogELson
  61. 61. so i encourage you to use the80/20 rule80% share other people’s great stuff20% share your own remarkable things MACK WEB SOLUTIONS @mackfogELson 61
  62. 62. Whatever your ratio is, rememberit’s not about youcurate other people’s great stuff.Leverage relationships with would-be competitors.test out what works best for your community. @mackfogELson @mackfogleson MACK WEB SOLUTIONS @mackfogELson
  63. 63. And don’t forget aboutoutreach all those friends you’re making? this is where you let them know you have good stuff to share. @mackfogELson @mackfogleson MACK WEB SOLUTIONS @mackfogELson
  64. 64. MACK WEB SOLUTIONS @mackfogELson
  65. 65. once your community is underway,build & foster its growth. this is ongoing and never, ever ends.MACK WEB SOLUTIONS @mackfogELson
  66. 66. Don’t forget toget in thereyou & your team are part of your community, too.contribute & engage on a genuine level. @mackfogELson @mackfogleson MACK WEB SOLUTIONS @mackfogELson
  67. 67. work to build a thriving community listen & respond feature people in your community acknowledge the awesome hold events help each other be human give back @mackfogELsonMACK WEB SOLUTIONS @mackfogELson
  68. 68. MACK WEB SOLUTIONS @mackfogELson
  69. 69. MACK WEB SOLUTIONS @mackfogELson
  70. 70. and last but certainly not least measure and analyze all of your hard work. and then don’t forget to tell people about it.MACK WEB SOLUTIONS @mackfogELson
  71. 71. You want to make sure tocommunicateweekly: stand-upsbi-weekly: pushesmonthly: reportsquarterly: strategy @mackfogELson @mackfogleson MACK WEB SOLUTIONS @mackfogELson
  72. 72. MACK WEB SOLUTIONS @mackfogELson
  73. 73. always bring everything back to your goalsillustrate how your efforts have been working towards the objectives you’ve set out for the company. MACK WEB SOLUTIONS @mackfogELson
  74. 74. make sure that youuse the datadon’t just collect it. analyze it and put it to work. make changes based on what you know.MACK WEB SOLUTIONS @mackfogELson
  75. 75. MACK WEB SOLUTIONS @mackfogELson
  76. 76. in case you want to learn more, here’s a link bundle http://bitly.com/bundles/mackwebsolutions/2MACK WEB SOLUTIONS @mackfogELson
  77. 77. ALL PHOTOS CREDITED TO PINTEREST THANK YOU VERY MUCHMACK WEB SOLUTIONS @mackfogELson
  78. 78. Q&A Time! @mackfogelson www.mackwebsolutions.com info@mackwebsolutions.com http://seomoz.org/webinars

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