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
- 3. Sdifferent b Community building is for every single company out there @Mackfogelson
- 4. @Mackfogelson this isoneandahalf years of effort.
- 5. @Mackfogelson this is five years of effort.
- 6. @Mackfogelson this is five years of effort.
- 7. @Mackfogelson this is seven years of effort.
- 8. Sbuild a community? b So why even bother to there’s three pretty good reasons @Mackfogelson
- 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. communities are full of people who know other people who are like them. Get the rightcustomers @Mackfogelson http://pinterest.com/pin/258042253622760857/
- 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. from interruption to being a part of a customer’s life. The shift @Mackfogelson - Avinash kaushik -
- 13. - services based - boring niche - non-tech savvy audience -18 month avg sales cycle @Mackfogelson Case Study
- 14. 74% increase in traffic year-over-year @Mackfogelson
- 15. referrals from socialnetwork before @Mackfogelson LinkedIn Facebook Google+ TWitter Blogger
- 17. email marketing & blog drove 4,000 visits in 12 months @Mackfogelson
- 21. 3. @Mackfogelson all the right things Measure
- 22. 1. @Mackfogelson This community building STUFF takes a long time to gain traction. be flexible & learn to adjust quickly. The process Accelerate
- 24. @Mackfogelson
- 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
- 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. @Mackfogelson we LEARNED what FROM ALL OF THIS http://www.signoutfitters.com/images/view.aspx?productId=338
- 29. @Mackfogelson
- 30. hold up progress b Don’t let the FOUNDATIONAL stuff execute all phases simultaneously @Mackfogelson
- 32. 2. @Mackfogelson focus your efforts on getting the right things done to grow your community and your business. goals not tools Build from
- 34. @Mackfogelson
- 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
- 37. Sreach their goals b We developed a basic routine to HEre’s what we did to build community @Mackfogelson
- 38. Strategy @Mackfogelson develop a new strategy once/quarter.
- 39. develop & optimize content each month. Content @Mackfogelson
- 40. @Mackfogelson mix between promotional & value-drivencontent
- 41. COnduct pre & post outreach for all content. Outreach @Mackfogelson
- 42. Send all content via email marketing. Email @Mackfogelson
- 43. share content created via social media outlets. Social @Mackfogelson
- 44. share other people’s stuff via social media. Community @Mackfogelson
- 45. engage & manage the frontline 2 days/week. Community @Mackfogelson
- 46. Community @Mackfogelson monitor & provide suggestions 3 days/week.
- 47. build relationships both on & offline. Community @Mackfogelson
- 48. guide offline efforts through strategy. Community @Mackfogelson
- 49. @Mackfogelson Training provide social & community training as needed.
- 50. Analysis @Mackfogelson communicate via Weekly standups & monthly evaluation.
- 51. @Mackfogelson Do all the Things SAFEbuilt’s community building checklist content, seo & outreach email marketing social media community management training strategy & analysis
- 52. ReachingGoals @Mackfogelson efforts resulted in 74% increase in traffic year/year
- 53. @Mackfogelson effortsalso contributed to working toward goals
- 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. quality vs. quantity The RightTargets @Mackfogelson
- 56. @Mackfogelson Community Building improvements in audience engagement starting & having conversations increasing who shares content increasing applause & activity levels getting the content right
- 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. 3. @Mackfogelson you must prove the value of your efforts so that you can earn your budgets. all the right things Measure
- 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
- 62. Everything @Mackfogelson was up and to the right.
- 63. getting more exposure than we ever have before. We are @Mackfogelson absolutely
- 64. more visits through social media, email marketing, and the blog than we ever have. We are @Mackfogelson driving
- 66. translated into increased sales, opportunities, or revenue? I don’t think so. Has the @Mackfogelson effort
- 68. @Mackfogelson we LEARNED what FROM ALL OF THIS http://www.troll.me/2012/12/14/uncategorized/alright-cya/
- 69. of your efforts with the right metrics. Youhave to @Mackfogelson prove the value
- 70. what do you track instead? So when you can’t @Mackfogelson track roi directly
- 71. KPIs and social media metrics for community building via @tyler_brooks. Measuring @Mackfogelson community bit.ly/18r7E7L
- 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
- 75. @Mackfogelson Measure this Stuff roi related metrics direct conversions micro conversions customer acquisition cost brand equity
- 76. an activity doesn’t have tangible roi doesn’t mean that it’s not valuable or useful. Just because @Mackfogelson - @hannah_bo_banna -
- 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