@Mackfogelson
wethere
yet?
Are
A CASE STUDY
http://imgfave.com/kaycee
is hard.
Building a
@Mackfogelson
community
Sdifferent
b
Community
building
is
for every single company out there
@Mackfogelson
@Mackfogelson
this isoneandahalf years of effort.
@Mackfogelson
this is five years of effort.
@Mackfogelson
this is five years of effort.
@Mackfogelson
this is seven years of effort.
Sbuild a community?
b
So why even
bother
to
there’s three pretty good reasons
@Mackfogelson
many companies don’t invest
in community building.
start now before they do.
Crush yourcompetition
@Mackfogelson
http://ww...
communities are full of
people who know other
people who are like them.
Get the rightcustomers
@Mackfogelson
http://pinter...
communities develop
brand advocates who
become your business
development team.
Lower acquisition costs
@Mackfogelson
http:...
from interruption to being
a part of a customer’s life.
The shift
@Mackfogelson
- Avinash kaushik -
- services based
- boring niche
- non-tech savvy audience
-18 month avg sales cycle
@Mackfogelson
Case Study
74% increase in traffic year-over-year
@Mackfogelson
referrals from socialnetwork before
@Mackfogelson
LinkedIn
Facebook
Google+
TWitter
Blogger
@Mackfogelson
LinkedIn
Facebook
Google+
TWitter
Blogger
referrals from socialnetwork after
email marketing & blog drove 4,000 visits in 12 months
@Mackfogelson
@Mackfogelson@Mackfogelson
Key
Take
the
AWAYS
http://52flea.blogspot.com/2012/06/71-keys-and-more.html
1.
@Mackfogelson
The process
Accelerate
2.
@Mackfogelson
goals not tools
Buildfrom
3.
@Mackfogelson
all the right things
Measure
1.
@Mackfogelson
This community building STUFF
takes a long time to gain traction.
be flexible & learn to adjust quickly.
...
@Mackfogelson
we
planned
what
ON DOING http://www.extratv.com/2012/04/05/the-extra-list-all-things-titanic/
@Mackfogelson
@Mackfogelson
Community Building
Foundational stuff Time
research & persona development
Blog Integration
social media & em...
@Mackfogelson
things
actually
how
WENT DOWN
http://media-cache-ec0.pinimg.com/originals/20/ea/44/20ea44376b154f36a70a3e224...
@Mackfogelson
Community Building
Foundational stuff Time
research & persona stuff
Blog Integration
social media & email ma...
@Mackfogelson
we
LEARNED
what
FROM ALL OF THIS
http://www.signoutfitters.com/images/view.aspx?productId=338
@Mackfogelson
hold up progress
b
Don’t let the
FOUNDATIONAL
stuff
execute all phases simultaneously
@Mackfogelson
@Mackfogelson
bit.ly/17jYRY6
2.
@Mackfogelson
focus your efforts on getting
the right things done to grow your
community and your business.
goals not t...
@Mackfogelson
we
planned
what
ON DOING http://blog.gigmasters.com/parties-we-love-super-bowl-edition/
@Mackfogelson
@Mackfogelson
Industry Expertise
thought leadership goal breakdown
Push government innovation & efficiency
Drive neighborh...
@Mackfogelson
things
actually
how
WENT DOWN http://www.retronaut.co/2012/07/hurdles-olympic-games-1948/
Sreach their goals
b
We developed a
basic routine
to
HEre’s what we did to build community
@Mackfogelson
Strategy
@Mackfogelson
develop a new strategy once/quarter.
develop & optimize
content each month.
Content
@Mackfogelson
@Mackfogelson
mix between promotional & value-drivencontent
COnduct pre & post outreach for all content.
Outreach
@Mackfogelson
Send all content
via email marketing.
Email
@Mackfogelson
share content created
via social media outlets.
Social
@Mackfogelson
share other people’s
stuff via social media.
Community
@Mackfogelson
engage & manage the
frontline 2 days/week.
Community
@Mackfogelson
Community
@Mackfogelson
monitor & provide suggestions 3 days/week.
build relationships
both on & offline.
Community
@Mackfogelson
guide offline efforts through strategy.
Community
@Mackfogelson
@Mackfogelson
Training
provide social & community training as needed.
Analysis
@Mackfogelson
communicate via Weekly standups & monthly evaluation.
@Mackfogelson
Do all the Things
SAFEbuilt’s community building checklist
content, seo & outreach
email marketing
social me...
ReachingGoals
@Mackfogelson
efforts resulted in 74% increase in traffic year/year
@Mackfogelson
effortsalso contributed to working toward goals
@Mackfogelson
we
LEARNED
what
FROM ALL OF THIS
http://magazine.liquida.it/2012/08/31/anche-gli-animali-vanno-a-scuola/anim...
quality vs. quantity
The RightTargets
@Mackfogelson
@Mackfogelson
Community Building
improvements in audience engagement
starting & having conversations
increasing who shares...
@Mackfogelson
Community Building
improvements in long-term relationships
Leverage offline community
transform friends into...
3.
@Mackfogelson
you must prove the value of your
efforts so that you can earn your
budgets.
all the right things
Measure
@Mackfogelson
we
planned
what
ON DOING
http://media-cache-ak0.pinimg.com/originals/bf/1c/44/bf1c446544a10ecc1466f809136ad3...
@Mackfogelson
Measure somestuff
prove value of community building efforts
track events in google analytics
Track form subm...
@Mackfogelson
things
actually
how
WENT DOWN http://pinterest.com/pin/62980094761207803/
Everything
@Mackfogelson
was up and to the right.
getting more exposure than we
ever have before.
We are
@Mackfogelson
absolutely
more visits through social media,
email marketing, and the blog
than we ever have.
We are
@Mackfogelson
driving
@Mackfogelson
but
translated into increased sales,
opportunities, or revenue?
I don’t think so.
Has the
@Mackfogelson
effort
@Mackfogelson
http://www.keepcalm-o-matic.co.uk/gallery/#/i/302149/
@Mackfogelson
we
LEARNED
what
FROM ALL OF THIS
http://www.troll.me/2012/12/14/uncategorized/alright-cya/
of your efforts with the right metrics.
Youhave to
@Mackfogelson
prove the value
what do you track instead?
So when you can’t
@Mackfogelson
track roi directly
KPIs and social media metrics
for community building
via @tyler_brooks.
Measuring
@Mackfogelson
community
bit.ly/18r7E7L
Indicators
Community
@Mackfogelson
Building
@Mackfogelson
Measure this Stuff
The obvious community building indicators
engaged followers, social shares & applause
adv...
ROI
Metrics
@Mackfogelson
related to
@Mackfogelson
Measure this Stuff
roi related metrics
direct conversions
micro conversions
customer acquisition cost
brand ...
an activity doesn’t have tangible
roi doesn’t mean that it’s not
valuable or useful.
Just because
@Mackfogelson
- @hannah_...
@Mackfogelson
Stuff
is
This
MESSY
http://devonannephotography.com/
@Mackfogelson
http://media-cache-ec0.pinimg.com/originals/0a/f7/66/0af766c2e273bda5fb4fa75c526d9815.jpg
b@Mackfogelson
Thank you
bOur blog - www.mackwebsolutions.com/blog
Link Bundle - bitly.com/bundles/mackwebsolutions/5
free...
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Are We There Yet? A 12-Month Community Building Case Study

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Community building is hard work and the process and results look different for every company. But with great effort comes great reward. Here's what we learned when building community for a company in a "boring" niche.

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Are We There Yet? A 12-Month Community Building Case Study

  1. 1. @Mackfogelson wethere yet? Are A CASE STUDY http://imgfave.com/kaycee
  2. 2. is hard. Building a @Mackfogelson community
  3. 3. Sdifferent b Community building is for every single company out there @Mackfogelson
  4. 4. @Mackfogelson this isoneandahalf years of effort.
  5. 5. @Mackfogelson this is five years of effort.
  6. 6. @Mackfogelson this is five years of effort.
  7. 7. @Mackfogelson this is seven years of effort.
  8. 8. Sbuild a community? b So why even bother to there’s three pretty good reasons @Mackfogelson
  9. 9. many companies don’t invest in community building. start now before they do. Crush yourcompetition @Mackfogelson http://www.muscleandfitness.com/training/arms/get-grip-0
  10. 10. communities are full of people who know other people who are like them. Get the rightcustomers @Mackfogelson http://pinterest.com/pin/258042253622760857/
  11. 11. communities develop brand advocates who become your business development team. Lower acquisition costs @Mackfogelson http://radio.foxnews.com/toddstarnes/top-stories/lsu-group-wants-football-fans-to-wear-crosses.html
  12. 12. from interruption to being a part of a customer’s life. The shift @Mackfogelson - Avinash kaushik -
  13. 13. - services based - boring niche - non-tech savvy audience -18 month avg sales cycle @Mackfogelson Case Study
  14. 14. 74% increase in traffic year-over-year @Mackfogelson
  15. 15. referrals from socialnetwork before @Mackfogelson LinkedIn Facebook Google+ TWitter Blogger
  16. 16. @Mackfogelson LinkedIn Facebook Google+ TWitter Blogger referrals from socialnetwork after
  17. 17. email marketing & blog drove 4,000 visits in 12 months @Mackfogelson
  18. 18. @Mackfogelson@Mackfogelson Key Take the AWAYS http://52flea.blogspot.com/2012/06/71-keys-and-more.html
  19. 19. 1. @Mackfogelson The process Accelerate
  20. 20. 2. @Mackfogelson goals not tools Buildfrom
  21. 21. 3. @Mackfogelson all the right things Measure
  22. 22. 1. @Mackfogelson This community building STUFF takes a long time to gain traction. be flexible & learn to adjust quickly. The process Accelerate
  23. 23. @Mackfogelson we planned what ON DOING http://www.extratv.com/2012/04/05/the-extra-list-all-things-titanic/
  24. 24. @Mackfogelson
  25. 25. @Mackfogelson Community Building Foundational stuff Time research & persona development Blog Integration social media & email marketing setup intial strategy revamp nav structure/transform pages optimize website 30 days 30 days 30 days 60 days 60 days 60 days
  26. 26. @Mackfogelson things actually how WENT DOWN http://media-cache-ec0.pinimg.com/originals/20/ea/44/20ea44376b154f36a70a3e224c9b3f0b.jpg
  27. 27. @Mackfogelson Community Building Foundational stuff Time research & persona stuff Blog Integration social media & email marketing setup intial strategy revamp nav structure/transform pages optimize website 30 days 30 days 30 days 60 days 9 Months 9 months
  28. 28. @Mackfogelson we LEARNED what FROM ALL OF THIS http://www.signoutfitters.com/images/view.aspx?productId=338
  29. 29. @Mackfogelson
  30. 30. hold up progress b Don’t let the FOUNDATIONAL stuff execute all phases simultaneously @Mackfogelson
  31. 31. @Mackfogelson bit.ly/17jYRY6
  32. 32. 2. @Mackfogelson focus your efforts on getting the right things done to grow your community and your business. goals not tools Build from
  33. 33. @Mackfogelson we planned what ON DOING http://blog.gigmasters.com/parties-we-love-super-bowl-edition/
  34. 34. @Mackfogelson
  35. 35. @Mackfogelson Industry Expertise thought leadership goal breakdown Push government innovation & efficiency Drive neighborhood & Community improvement change perception of city government bridge the gap between building dept & community development services
  36. 36. @Mackfogelson things actually how WENT DOWN http://www.retronaut.co/2012/07/hurdles-olympic-games-1948/
  37. 37. Sreach their goals b We developed a basic routine to HEre’s what we did to build community @Mackfogelson
  38. 38. Strategy @Mackfogelson develop a new strategy once/quarter.
  39. 39. develop & optimize content each month. Content @Mackfogelson
  40. 40. @Mackfogelson mix between promotional & value-drivencontent
  41. 41. COnduct pre & post outreach for all content. Outreach @Mackfogelson
  42. 42. Send all content via email marketing. Email @Mackfogelson
  43. 43. share content created via social media outlets. Social @Mackfogelson
  44. 44. share other people’s stuff via social media. Community @Mackfogelson
  45. 45. engage & manage the frontline 2 days/week. Community @Mackfogelson
  46. 46. Community @Mackfogelson monitor & provide suggestions 3 days/week.
  47. 47. build relationships both on & offline. Community @Mackfogelson
  48. 48. guide offline efforts through strategy. Community @Mackfogelson
  49. 49. @Mackfogelson Training provide social & community training as needed.
  50. 50. Analysis @Mackfogelson communicate via Weekly standups & monthly evaluation.
  51. 51. @Mackfogelson Do all the Things SAFEbuilt’s community building checklist content, seo & outreach email marketing social media community management training strategy & analysis
  52. 52. ReachingGoals @Mackfogelson efforts resulted in 74% increase in traffic year/year
  53. 53. @Mackfogelson effortsalso contributed to working toward goals
  54. 54. @Mackfogelson we LEARNED what FROM ALL OF THIS http://magazine.liquida.it/2012/08/31/anche-gli-animali-vanno-a-scuola/animals_school1/
  55. 55. quality vs. quantity The RightTargets @Mackfogelson
  56. 56. @Mackfogelson Community Building improvements in audience engagement starting & having conversations increasing who shares content increasing applause & activity levels getting the content right
  57. 57. @Mackfogelson Community Building improvements in long-term relationships Leverage offline community transform friends into brand advocates increase subscribers to blog & email increase pre & post customer outreach
  58. 58. 3. @Mackfogelson you must prove the value of your efforts so that you can earn your budgets. all the right things Measure
  59. 59. @Mackfogelson we planned what ON DOING http://media-cache-ak0.pinimg.com/originals/bf/1c/44/bf1c446544a10ecc1466f809136ad331.jpg
  60. 60. @Mackfogelson Measure somestuff prove value of community building efforts track events in google analytics Track form submissions set up & monitor custom dashboards Place annotations in google analytics utilize social media tools
  61. 61. @Mackfogelson things actually how WENT DOWN http://pinterest.com/pin/62980094761207803/
  62. 62. Everything @Mackfogelson was up and to the right.
  63. 63. getting more exposure than we ever have before. We are @Mackfogelson absolutely
  64. 64. more visits through social media, email marketing, and the blog than we ever have. We are @Mackfogelson driving
  65. 65. @Mackfogelson but
  66. 66. translated into increased sales, opportunities, or revenue? I don’t think so. Has the @Mackfogelson effort
  67. 67. @Mackfogelson http://www.keepcalm-o-matic.co.uk/gallery/#/i/302149/
  68. 68. @Mackfogelson we LEARNED what FROM ALL OF THIS http://www.troll.me/2012/12/14/uncategorized/alright-cya/
  69. 69. of your efforts with the right metrics. Youhave to @Mackfogelson prove the value
  70. 70. what do you track instead? So when you can’t @Mackfogelson track roi directly
  71. 71. KPIs and social media metrics for community building via @tyler_brooks. Measuring @Mackfogelson community bit.ly/18r7E7L
  72. 72. Indicators Community @Mackfogelson Building
  73. 73. @Mackfogelson Measure this Stuff The obvious community building indicators engaged followers, social shares & applause advanced segments related to content click-throughs on socialy shared content brand mentions & conversations Traffic from social: visits & pageviews comments & subscribers
  74. 74. ROI Metrics @Mackfogelson related to
  75. 75. @Mackfogelson Measure this Stuff roi related metrics direct conversions micro conversions customer acquisition cost brand equity
  76. 76. an activity doesn’t have tangible roi doesn’t mean that it’s not valuable or useful. Just because @Mackfogelson - @hannah_bo_banna -
  77. 77. @Mackfogelson Stuff is This MESSY http://devonannephotography.com/
  78. 78. @Mackfogelson http://media-cache-ec0.pinimg.com/originals/0a/f7/66/0af766c2e273bda5fb4fa75c526d9815.jpg
  79. 79. b@Mackfogelson Thank you bOur blog - www.mackwebsolutions.com/blog Link Bundle - bitly.com/bundles/mackwebsolutions/5 free communty building guide signup - http://building-online-communities.mackwebsolutions.com
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