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The Essentials of Community Building by Mack Fogelson

The Essentials of Community Building by Mack Fogelson



Community building is not about social media. It’s about people. It’s not about how many followers you have. It’s about truly becoming a valuable brand and then building an engaged audience ...

Community building is not about social media. It’s about people. It’s not about how many followers you have. It’s about truly becoming a valuable brand and then building an engaged audience around it. This deck walks through three of the biggest building blocks of community: the tools, the process, and the measurement.



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    The Essentials of Community Building by Mack Fogelson The Essentials of Community Building by Mack Fogelson Presentation Transcript

    • Building Blocks The Essentials of Community Building by Mack Fogelson with http://monotremu.blogspot.de/2012/04/blog-post.html
    • Building a Community is a better way to build a business. @MACKFOGELSON
    • Building a Community is not about the numbers It’s about an engaged audience. @MACKFOGELSON
    • The Key T P This indicates a resource This indicates a pro-tip This indicates a page number in our guide http://etsy.me/1b10Y1P @MACKFOGELSON
    • The Truly Monumental Guide to Building Online Communities http://bit.ly/1bkMNru @MACKFOGELSON
    • The Stuff 1 2 3 The tools The process The measurement http://www.stack.com/2013/10/08/filling-healthy-snacks/ @MACKFOGELSON
    • The Tools http://www.cncmagicdesign.com/index_htm_files/1933.jpg @MACKFOGELSON
    • But Wait. Goals not Tools. Even though we’re talking tools first, always start with goals. http://media-cache-ec0.pinimg.com/originals/6e/a8/50/6ea850d40da379d86ef63baf0ea1dfbd.jpg @MACKFOGELSON
    • The Essential Community Building Tools P 32 in the Community Building guide @MACKFOGELSON
    • content SEO social & PR design & UX cmgr outreach analytics humans email mktg offline http://www.pinterest.com/pin/401101910533970378/ @MACKFOGELSON
    • Your #1 goal with tools Integrate all the things. @MACKFOGELSON
    • Content Have purpose in your content. Every piece of it tells your brand story. http://media-cache-ak0.pinimg.com/originals/49/7a/d4/497ad47b801f64982a4ddbcbe40713a4.jpg @MACKFOGELSON
    • SEO Make it easy for people to find your stuff. Optimize the entire experience. http://img.groundspeak.com/waymarking/843445e7-395b-4ebe-8276-d6414d0daa3e.jpg @MACKFOGELSON
    • Social Media Don’t put your focus on tools. What are you trying to accomplish? http://mashable.com/2014/01/04/twitter-cake-video/?crlt.pid=camp.EKojSnQj4884 @MACKFOGELSON
    • Design & UX Provide the best possible experience. Strong design & UX builds trust. http://betweenstudio.tumblr.com/#18 @MACKFOGELSON
    • In-Person Efforts Offline is the new online. There’s real people behind your brand. http://media-cache-ak0.pinimg.com/originals/e4/d3/d1/e4d3d1d771535e564d5b030caca4ffb1.jpg @MACKFOGELSON
    • Email Marketing One of the best ways to foster relationships and stay connected. http://www.pinterest.com/pin/145593000427300955/ @MACKFOGELSON
    • We’re big fans of MailChimp for Email Marketing and stuff http://blog.mailchimp.com/the-story-behind-the-mailchimp-billboards/ http://mailchimp.com @MACKFOGELSON
    • Targeted Outreach Just because you build it doesn’t mean they’ll come. http://www.redbubble.com/people/prestonchick/works/11371286-field-of-dreams @MACKFOGELSON
    • Use Followerwonk for targeted outreach photo credit URL goes here http://followerwonk.com @MACKFOGELSON
    • Watch the Friends not Followers Hangout http://bit.ly/1fsj9Ft @MACKFOGELSON
    • Analytics Prove the value of your efforts. Make sure proper tracking is in place. http://dribbble.com/shots/1218212-Stats-iPhone-UI/attachments/163239 @MACKFOGELSON
    • Use TrueSocialMetrics to calculate true social ROI http://www.truesocialmetrics.com/how-it-works http://www.truesocialmetrics.com @MACKFOGELSON
    • Give Sprout Social a try Their interface is real pretty http://sproutsocial.com/features/social-media-analytics http://sproutsocial.com @MACKFOGELSON
    • Community Manager Even for small communities. She can scale integrated marketing efforts. http://www.flickr.com/photos/61095358@N00/3971291778 @MACKFOGELSON
    • Use Hootsuite to manage your community photo credit URL goes here https://hootsuite.com @MACKFOGELSON
    • I also heart Buffer It’s great for scheduling photo credit URL goes here https://bufferapp.com @MACKFOGELSON
    • But wait! There’s More Those are our staples. @MACKFOGELSON
    • http://www.classic-play.com/bold-brilliant-beautiful-you/#more-26181 T The best community building tool is YOU @MACKFOGELSON
    • Always Remember Goals not Tools Integrate, don’t silo for community building success @MACKFOGELSON
    • The Process http://plentyofcolour.com/2012/02/06/stepped-blocks-objects-of-desire/ @MACKFOGELSON
    • Community building in 5 Simple Steps @MACKFOGELSON
    • Buckle up, kids Here we go http://media-cache-ec0.pinimg.com/originals/6a/27/d0/6a27d099c047365a931edc4bdfc0c8e2.jpg @MACKFOGELSON
    • The Actual Process of Building an Online Community P 64 in the Community Building guide @MACKFOGELSON
    • #1&2 Set Goals & KPIs http://media-cache-ak0.pinimg.com/originals/94/9f/d2/949fd2748c5411f17571293949441209.jpg @MACKFOGELSON
    • Setting Community Building Goals & KPIs P 71 in the Community Building guide @MACKFOGELSON
    • http://www.coolhunting.com/culture/whole-larder-love-book.php T Set goals for your whole business @MACKFOGELSON
    • Setting Goals (not Tools) as the Foundation of Your Marketing http://moz.com/blog/setting-goals-not-tools-as-the-foundation-of-your-marketing-whiteboard-friday http://bit.ly/19SJRC7 @MACKFOGELSON
    • Goals on 3 Levels 1 2 3 Revenue goals Brand goals User Experience goals http://www.ikea.com/us/en/catalog/products/90163257/?cid=us|af|pinterest.com|90163257_20131220 @MACKFOGELSON
    • Set Integrated Marketing Goals & KPIs with the SMART Framework http://www.jeffbullas.com/2014/01/06/5-top-tips-for-content-marketing-success/ http://bit.ly/1fsteSD @MACKFOGELSON
    • SMART Goals Specific Measureable Attainable Realistic Timely http://www.sheknows.com/food-and-recipes/articles/1026993/cheesy-guacamole-field-goal-bites @MACKFOGELSON
    • Specific 10% increase in software subscriptions. 30% increase in form submissions. Thought leader on a specific topic your space. http://www.deceptivemedia.co.uk/photoblog/roundel.html @MACKFOGELSON
    • Measureable Assign Key Performance Indicators for revenue, brand, and UX goals. http://food-and-cook.blogs.elle.es/2012/02/28/coulant-de-chocolate-molten-chocolate-cake-2/ @MACKFOGELSON
    • Sample KPIs Measuring revenue, brand and UX conversation, amplification, applause branded & non-branded search traffic unique visits return visits page depth revenue micro conversions decrease in bounce rate decrease in funnel abandonment rate @MACKFOGELSON
    • Measuring Community: KPIs and Social Media Metrics for Community Building http://bit.ly/1dk8c5t @MACKFOGELSON
    • Attainable Set challenging yet attainable goals. Use data to determine trends. http://www.awf.org/wildlife-conservation/elephant @MACKFOGELSON
    • Realistic Are the goals you’ve set practical? Verify for feedback & buy-in. http://media-cache-ak0.pinimg.com/originals/81/6b/51/816b514662a3035b53712f8c6cf98c46.jpg @MACKFOGELSON
    • Timely What’s the proposed time frame? Be realistic. http://media-cache-ec0.pinimg.com/originals/8e/f8/90/8ef890bd0a9b7fb2300fb35d00e9e282.jpg @MACKFOGELSON
    • http://media-cache-ec0.pinimg.com/originals/bc/3e/12/bc3e12d36b43c39340c3d67fcdddc8c0.jpg T Setting goals & KPIs helps with buy-in @MACKFOGELSON
    • Got all That? I’ve got more. @MACKFOGELSON
    • #3 Develop a Strategy. http://www.hdwallpapers4ipad.com/photo/food_backgrounds/coffee_beans/10-0-204 @MACKFOGELSON
    • Developing Your Community Building Strategy P 81 in the Community Building guide @MACKFOGELSON
    • Start by building the foundation http://media-cache-ak0.pinimg.com/originals/4e/43/f9/4e43f9018aca327a51e603cbfefab250.jpg @MACKFOGELSON
    • Assess all the Stuff Audit the website. Conduct a content inventory. Analyze the competition. Optimize all the things. http://media-cache-ak0.pinimg.com/originals/22/a3/2e/22a32eeb554c6aa2f715479896461d2d.jpg @MACKFOGELSON
    • Identify your Audience Figure out exactly who you’re talking to. Develop your persona. http://www.pinterest.com/pin/426012445971073672/ @MACKFOGELSON
    • The Essential Persona Lifecycle: Your Guide to Building and Using Personas http://www.amazon.com/The-Essential-Persona-Lifecycle-Building/dp/0123814189/ref=sr_1_1? ie=UTF8&qid=1386865294&sr=8-1&keywords=the+essential+persona+lifecycle http://amzn.to/1kyvyd4 @MACKFOGELSON
    • Identify your Community Use questions to identify seeds. http://thankgoditsfirstgrade.blogspot.com/2013/11/anchor-charts-galore.html?m=1 @MACKFOGELSON
    • How to Identify an Online Community for your Business http://moz.com/blog/identifying-online-community http://bit.ly/17AdHfz @MACKFOGELSON
    • Questions For identifying community seeds who do you respect in your industry (companies & people)? what industries would you like to serve? who are your partners? to which organizations do you belong? what blogs (industry or otherwise) do you read? whose advice do you follow when you make business decisions? what events do you attend? @MACKFOGELSON
    • Develop your Engagement Pipeline Keep track of all the people and things. http://clui.org/newsletter/spring-2009/trans-alaska-pipeline @MACKFOGELSON
    • The Mack Web Engagement Pipeline Spreadsheet http://bit.ly/1m3HrTN @MACKFOGELSON
    • Hold a Strategy Jam Use the idea bucket. Come to the jam prepared. @MACKFOGELSON
    • http://bashooka.com/inspiration/cool-creative-calendar-design-ideas-for-2014/ T Plan strategy for 90 days not 12 months @MACKFOGELSON
    • http://media-cache-ak0.pinimg.com/originals/c2/2a/0b/c22a0b5d5c7fb19c3fd34c8ca46f1bcf.jpg T Prioritize short-term wins to earn trust @MACKFOGELSON
    • Do you need a Snack? You’re almost there. @MACKFOGELSON
    • #4 Execute that Strategy. http://media-cache-ak0.pinimg.com/originals/90/b6/c0/90b6c05943ef1a40ff193e69521fa7fe.jpg @MACKFOGELSON
    • Executing Your Community Building Strategy photo credit URL goes here P 97 in the Community Building guide @MACKFOGELSON
    • Remember these 3 important things. @MACKFOGELSON
    • Start Today Don’t wait for perfect conditions to build your community. They don’t exist. http://tshirtgroove.com/the-time-is-now-pigs-fly-t-shirt/ @MACKFOGELSON
    • Focus on Engagement Remember it’s not about you. Be customer and value-centric. http://media-cache-ec0.pinimg.com/originals/fd/87/9d/fd879d2daebe9e26c55f8c85ef7b5b3d.jpg @MACKFOGELSON
    • Building Community with Value photo credit URL goes here http://bit.ly/17brhSX @MACKFOGELSON
    • Make it a Team Effort Great community building comes from the stuff your whole team reads and writes. http://www.janssensportsleadership.com/resources/team-building/ @MACKFOGELSON
    • The Mack Web Community Management Knowledge Spreadsheet http://media-cache-ec0.pinimg.com/originals/4c/0d/48/4c0d4868b3775523a0d7d587a137395b.jpg http://bit.ly/1a33JVZ @MACKFOGELSON
    • You just have One more to go. @MACKFOGELSON
    • #5 Analyze your Efforts. http://www.etsy.com/listing/89190263/numbers-collage @MACKFOGELSON
    • Analyze Your Community Building Efforts P 115 in the Community Building guide @MACKFOGELSON
    • Always bring it back to Goals and KPIs, too @MACKFOGELSON
    • Standups. Have them weekly. Keep everyone accountable & engaged. http://www.flickr.com/photos/ce_andersen/8530130427/ @MACKFOGELSON
    • Meetings. Have them monthly. So that you can communicate progress on goals. @MACKFOGELSON
    • Make sure you’re using the Data to effect change. h/t @dohertyjf @MACKFOGELSON
    • And that’s the Community Building process @MACKFOGELSON
    • Good work. Glad you made it through. http://www.nationalgeographic.co.jp/photography/photos/photo_gallery.php?GALLERY_VignVCMId=best-podjuly-2010&class=268435456#/sleepy-grizzly-bear-ga.jpg @MACKFOGELSON
    • Remember this is a guide Community building is different for everyone @MACKFOGELSON
    • The Measurement http://baenk.com/pink/measure-up/ @MACKFOGELSON
    • You’ll need to have the buy-in conversation. @MACKFOGELSON
    • Communicate expectations on progress 90/6/12 and Return on Investment (ROI) @MACKFOGELSON
    • 90 days Expectations on Progress & ROI The entire team (internal & external) is moving forward as a unified group (same page, working toward the same goals) A routine has been established (everyone knows what’s being done and who’s responsible) We’re beginning to build a foundation and establish trust and authority in the right places (with the right people) @MACKFOGELSON
    • 90 days Expectations on Progress & ROI We’re testing and experimenting in all channels to determine what’s working We’re engaging with existing customers and leveraging other existing audiences and communities on and offline @MACKFOGELSON
    • 6 months Expectations on Progress & ROI We’re continuing to test and experiment in all channels Typically there is a noticeable increase in conversation, amplification, applause, and social referral traffic We now have a baseline of data illustrating trends @MACKFOGELSON
    • 6 months Expectations on Progress & ROI We’re expanding our audience and building reach through strategic campaigns and targeted engagement Outreach efforts begin to open up; we’ve established some trust and authority that earns opportunities in the space @MACKFOGELSON
    • 12 months Expectations on Progress & ROI Momentum is becoming more natural; traffic has increased consistently and social continues to build quality relationships and present opportunities The possibility of events and partnerships may open up (e.g. speaking at conferences, collaboration with influencers and partners) @MACKFOGELSON
    • 12 months Expectations on Progress & ROI We have year/year data available We can use the trust we’ve established in the brand to begin pushing endeavors by using more creative content, bigger content, and asking more of our relationships @MACKFOGELSON
    • Measurement is a conversation of value https://www.onekingslane.com/product/12789/596055?f=pin#.TzqeTB1zUHk.pinterest @MACKFOGELSON
    • The value you’re adding to the entire brand. http://greenwichroundup.blogspot.com/2011/09/090311-two-thumbs-up-to-temple-sholom.html @MACKFOGELSON
    • See, Think, Do: A Content, Marketing, Measurement Business Framework by Avinash Kaushik photo credit URL goes here http://bit.ly/1aQ5d4F @MACKFOGELSON
    • What “see” Means Get your brand, products, and content in front of your target customers so that they can begin to trust you. http://hofferphotography.com/search/nathan @MACKFOGELSON
    • What “think” Means Do such an incredible job with the experience that customers keep you in mind when it’s time to buy. http://www.ellentv.com/2013/11/27/caption-this-cute-surprise/?crlt.pid=camp.pp8ubUDYh5dx @MACKFOGELSON
    • What “do” Means Only a small portion of users actually ever fall into this category. The experience must be everywhere. http://www.pinterest.com/pin/78742693458164024/ @MACKFOGELSON
    • Sample KPIs Measuring revenue, brand and UX conversation, amplification, applause branded & non-branded search traffic unique visits return visits page depth revenue micro conversions decrease in bounce rate decrease in funnel abandonment rate @MACKFOGELSON
    • Our Experience with See, Think, Do: a Reporting Framework photo credit URL goes here http://bit.ly/1dkBwIZ @MACKFOGELSON
    • Proving Community ROI takes longer http://www.pinterest.com/pin/390265123931003425/ @MACKFOGELSON
    • The Wrap-up http://loveprintstudio.blogspot.co.uk/2013/12/paper-cloth-christmas-shop.html @MACKFOGELSON
    • The Tools. You, that’s right, YOU! You’re the best community building tool you’ve got. http://www.flickr.com/photos/pepe50/4936874895/in/pool-417018@N22 @MACKFOGELSON
    • The Process. Goals not tools. Always start from goals and remember this is about people. http://serialthriller.com/post/56421167372/visualgraphic-typography-explorations-by-chris @MACKFOGELSON
    • The Measurement. Communicate value. Prioritize short-term wins to earn trust. http://www.flickr.com/photos/43607507@N00/5429545004?rb=1 @MACKFOGELSON
    • Stuff B @mackwebteam http://mackwebsolutions.com/blog L http://bitly.com/bundles/mackwebsolutions/7 G http://bit.ly/1bkMNru http://media-cache-ec0.pinimg.com/originals/60/4b/58/604b5826342aa6ee75dac1c8d6641c31.jpg @MACKFOGELSON
    • More Stuff B @OpenView_Labs http://labs.openviewpartners.com @MACKFOGELSON