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Building Blocks
The Essentials of
Community Building
by Mack Fogelson
with

http://monotremu.blogspot.de/2012/04/blog-post...
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/1...
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/

@MACKFOGELS...
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.co...
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/401101...
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/origina...
SEO

Make it easy for people to find your stuff.
Optimize the entire experience.
http://img.groundspeak.com/waymarking/8434...
Social Media

Don’t put your focus on tools.
What are you trying to accomplish?
http://mashable.com/2014/01/04/twitter-cak...
Design & UX

Provide the best possible experience.
Strong design & UX builds trust.
http://betweenstudio.tumblr.com/#18

@...
In-Person Efforts

Offline is the new online.
There’s real people behind your brand.
http://media-cache-ak0.pinimg.com/orig...
Email Marketing

One of the best ways to
foster relationships and stay connected.
http://www.pinterest.com/pin/14559300042...
We’re big fans of MailChimp
for Email Marketing and stuff

http://blog.mailchimp.com/the-story-behind-the-mailchimp-billbo...
Targeted Outreach

Just because you build it
doesn’t mean they’ll come.
http://www.redbubble.com/people/prestonchick/works...
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...
Use TrueSocialMetrics
to calculate true social ROI

http://www.truesocialmetrics.com/how-it-works

http://www.truesocialme...
Give Sprout Social a try
Their interface is real pretty

http://sproutsocial.com/features/social-media-analytics

http://s...
Community Manager

Even for small communities.
She can scale integrated marketing efforts.
http://www.flickr.com/photos/610...
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
@MACKFOGE...
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

@MA...
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

@MACKFO...
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-foundati...
Goals on
3 Levels
1
2
3

Revenue goals
Brand goals
User Experience goals
http://www.ikea.com/us/en/catalog/products/901632...
Set Integrated Marketing Goals & KPIs
with the SMART Framework

http://www.jeffbullas.com/2014/01/06/5-top-tips-for-conten...
SMART
Goals
Specific
Measureable
Attainable
Realistic
Timely

http://www.sheknows.com/food-and-recipes/articles/1026993/che...
Specific

10% increase in software subscriptions.
30% increase in form submissions.
Thought leader on a specific topic your ...
Measureable

Assign Key Performance Indicators
for revenue, brand, and UX goals.
http://food-and-cook.blogs.elle.es/2012/0...
Sample KPIs
Measuring revenue, brand and UX
conversation, amplification, applause
branded & non-branded search traffic
uniqu...
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/e...
Realistic

Are the goals you’ve set practical?
Verify for feedback & buy-in.
http://media-cache-ak0.pinimg.com/originals/8...
Timely

What’s the proposed time frame?
Be realistic.
http://media-cache-ec0.pinimg.com/originals/8e/f8/90/8ef890bd0a9b7fb...
http://media-cache-ec0.pinimg.com/originals/bc/3e/12/bc3e12d36b43c39340c3d67fcdddc8c0.jpg

T

Setting goals & KPIs helps w...
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.jp...
Assess all the Stuff

Audit the website. Conduct a content
inventory. Analyze the competition.
Optimize all the things.
ht...
Identify your Audience

Figure out exactly who you’re talking to.
Develop your persona.
http://www.pinterest.com/pin/42601...
The Essential Persona Lifecycle:
Your Guide to Building and Using
Personas

http://www.amazon.com/The-Essential-Persona-Li...
Identify your
Community

Use questions to identify seeds.
http://thankgoditsfirstgrade.blogspot.com/2013/11/anchor-charts-g...
How to Identify an
Online Community for your Business

http://moz.com/blog/identifying-online-community

http://bit.ly/17A...
Questions
For identifying community seeds
who do you respect in your industry
(companies & people)?
what industries would ...
Develop your
Engagement Pipeline

Keep track of
all the people and things.
http://clui.org/newsletter/spring-2009/trans-al...
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
...
http://media-cache-ak0.pinimg.com/originals/c2/2a/0b/c22a0b5d5c7fb19c3fd34c8ca46f1bcf.jpg

T

Prioritize short-term wins t...
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

@MA...
Executing
Your Community Building Strategy

photo credit URL goes here

P

97 in the Community Building guide
@MACKFOGELSO...
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...
Focus on Engagement

Remember it’s not about you.
Be customer and value-centric.
http://media-cache-ec0.pinimg.com/origina...
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.janssens...
The Mack Web Community Management
Knowledge Spreadsheet

http://media-cache-ec0.pinimg.com/originals/4c/0d/48/4c0d4868b377...
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/

@MAC...
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_Vig...
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 pag...
90 days
Expectations on Progress & ROI
We’re testing and experimenting in all channels to determine
what’s working
We’re e...
6 months
Expectations on Progress & ROI
We’re continuing to test and experiment in all channels
Typically there is a notic...
6 months
Expectations on Progress & ROI
We’re expanding our audience and building reach through
strategic campaigns and ta...
12 months
Expectations on Progress & ROI
Momentum is becoming more natural; traffic has increased
consistently and social c...
12 months
Expectations on Progress & ROI
We have year/year data available
We can use the trust we’ve established in the br...
Measurement
is a conversation
of value
https://www.onekingslane.com/product/12789/596055?f=pin#.TzqeTB1zUHk.pinterest

@MA...
The value you’re adding
to the entire brand.

http://greenwichroundup.blogspot.com/2011/09/090311-two-thumbs-up-to-temple-...
See, Think, Do: A Content, Marketing,
Measurement Business Framework
by Avinash Kaushik

photo credit URL goes here

http:...
What “see” Means

Get your brand, products, and content in
front of your target customers
so that they can begin to trust ...
What “think” Means

Do such an incredible job with
the experience that customers
keep you in mind when it’s time to buy.
h...
What “do” Means

Only a small portion of users actually
ever fall into this category.
The experience must be everywhere.
h...
Sample KPIs
Measuring revenue, brand and UX
conversation, amplification, applause
branded & non-branded search traffic
uniqu...
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/...
The
Process.
Goals not tools.
Always start from
goals and remember
this is about people.
http://serialthriller.com/post/56...
The

Measurement.
Communicate value.
Prioritize short-term
wins to earn trust.
http://www.flickr.com/photos/43607507@N00/54...
Stuff
B

@mackwebteam
http://mackwebsolutions.com/blog

L http://bitly.com/bundles/mackwebsolutions/7
G

http://bit.ly/1bk...
More Stuff
B

@OpenView_Labs
http://labs.openviewpartners.com

@MACKFOGELSON
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The Essentials of Community Building by Mack Fogelson

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

  1. 1. Building Blocks The Essentials of Community Building by Mack Fogelson with http://monotremu.blogspot.de/2012/04/blog-post.html
  2. 2. Building a Community is a better way to build a business. @MACKFOGELSON
  3. 3. Building a Community is not about the numbers It’s about an engaged audience. @MACKFOGELSON
  4. 4. 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
  5. 5. The Truly Monumental Guide to Building Online Communities http://bit.ly/1bkMNru @MACKFOGELSON
  6. 6. The Stuff 1 2 3 The tools The process The measurement http://www.stack.com/2013/10/08/filling-healthy-snacks/ @MACKFOGELSON
  7. 7. The Tools http://www.cncmagicdesign.com/index_htm_files/1933.jpg @MACKFOGELSON
  8. 8. 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
  9. 9. The Essential Community Building Tools P 32 in the Community Building guide @MACKFOGELSON
  10. 10. content SEO social & PR design & UX cmgr outreach analytics humans email mktg offline http://www.pinterest.com/pin/401101910533970378/ @MACKFOGELSON
  11. 11. Your #1 goal with tools Integrate all the things. @MACKFOGELSON
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. Design & UX Provide the best possible experience. Strong design & UX builds trust. http://betweenstudio.tumblr.com/#18 @MACKFOGELSON
  16. 16. 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
  17. 17. Email Marketing One of the best ways to foster relationships and stay connected. http://www.pinterest.com/pin/145593000427300955/ @MACKFOGELSON
  18. 18. 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
  19. 19. 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
  20. 20. Use Followerwonk for targeted outreach photo credit URL goes here http://followerwonk.com @MACKFOGELSON
  21. 21. Watch the Friends not Followers Hangout http://bit.ly/1fsj9Ft @MACKFOGELSON
  22. 22. 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
  23. 23. Use TrueSocialMetrics to calculate true social ROI http://www.truesocialmetrics.com/how-it-works http://www.truesocialmetrics.com @MACKFOGELSON
  24. 24. Give Sprout Social a try Their interface is real pretty http://sproutsocial.com/features/social-media-analytics http://sproutsocial.com @MACKFOGELSON
  25. 25. Community Manager Even for small communities. She can scale integrated marketing efforts. http://www.flickr.com/photos/61095358@N00/3971291778 @MACKFOGELSON
  26. 26. Use Hootsuite to manage your community photo credit URL goes here https://hootsuite.com @MACKFOGELSON
  27. 27. I also heart Buffer It’s great for scheduling photo credit URL goes here https://bufferapp.com @MACKFOGELSON
  28. 28. But wait! There’s More Those are our staples. @MACKFOGELSON
  29. 29. http://www.classic-play.com/bold-brilliant-beautiful-you/#more-26181 T The best community building tool is YOU @MACKFOGELSON
  30. 30. Always Remember Goals not Tools Integrate, don’t silo for community building success @MACKFOGELSON
  31. 31. The Process http://plentyofcolour.com/2012/02/06/stepped-blocks-objects-of-desire/ @MACKFOGELSON
  32. 32. Community building in 5 Simple Steps @MACKFOGELSON
  33. 33. Buckle up, kids Here we go http://media-cache-ec0.pinimg.com/originals/6a/27/d0/6a27d099c047365a931edc4bdfc0c8e2.jpg @MACKFOGELSON
  34. 34. The Actual Process of Building an Online Community P 64 in the Community Building guide @MACKFOGELSON
  35. 35. #1&2 Set Goals & KPIs http://media-cache-ak0.pinimg.com/originals/94/9f/d2/949fd2748c5411f17571293949441209.jpg @MACKFOGELSON
  36. 36. Setting Community Building Goals & KPIs P 71 in the Community Building guide @MACKFOGELSON
  37. 37. http://www.coolhunting.com/culture/whole-larder-love-book.php T Set goals for your whole business @MACKFOGELSON
  38. 38. 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
  39. 39. 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
  40. 40. 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
  41. 41. SMART Goals Specific Measureable Attainable Realistic Timely http://www.sheknows.com/food-and-recipes/articles/1026993/cheesy-guacamole-field-goal-bites @MACKFOGELSON
  42. 42. 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
  43. 43. 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
  44. 44. 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
  45. 45. Measuring Community: KPIs and Social Media Metrics for Community Building http://bit.ly/1dk8c5t @MACKFOGELSON
  46. 46. Attainable Set challenging yet attainable goals. Use data to determine trends. http://www.awf.org/wildlife-conservation/elephant @MACKFOGELSON
  47. 47. 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
  48. 48. Timely What’s the proposed time frame? Be realistic. http://media-cache-ec0.pinimg.com/originals/8e/f8/90/8ef890bd0a9b7fb2300fb35d00e9e282.jpg @MACKFOGELSON
  49. 49. http://media-cache-ec0.pinimg.com/originals/bc/3e/12/bc3e12d36b43c39340c3d67fcdddc8c0.jpg T Setting goals & KPIs helps with buy-in @MACKFOGELSON
  50. 50. Got all That? I’ve got more. @MACKFOGELSON
  51. 51. #3 Develop a Strategy. http://www.hdwallpapers4ipad.com/photo/food_backgrounds/coffee_beans/10-0-204 @MACKFOGELSON
  52. 52. Developing Your Community Building Strategy P 81 in the Community Building guide @MACKFOGELSON
  53. 53. Start by building the foundation http://media-cache-ak0.pinimg.com/originals/4e/43/f9/4e43f9018aca327a51e603cbfefab250.jpg @MACKFOGELSON
  54. 54. 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
  55. 55. Identify your Audience Figure out exactly who you’re talking to. Develop your persona. http://www.pinterest.com/pin/426012445971073672/ @MACKFOGELSON
  56. 56. 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
  57. 57. Identify your Community Use questions to identify seeds. http://thankgoditsfirstgrade.blogspot.com/2013/11/anchor-charts-galore.html?m=1 @MACKFOGELSON
  58. 58. How to Identify an Online Community for your Business http://moz.com/blog/identifying-online-community http://bit.ly/17AdHfz @MACKFOGELSON
  59. 59. 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
  60. 60. Develop your Engagement Pipeline Keep track of all the people and things. http://clui.org/newsletter/spring-2009/trans-alaska-pipeline @MACKFOGELSON
  61. 61. The Mack Web Engagement Pipeline Spreadsheet http://bit.ly/1m3HrTN @MACKFOGELSON
  62. 62. Hold a Strategy Jam Use the idea bucket. Come to the jam prepared. @MACKFOGELSON
  63. 63. http://bashooka.com/inspiration/cool-creative-calendar-design-ideas-for-2014/ T Plan strategy for 90 days not 12 months @MACKFOGELSON
  64. 64. http://media-cache-ak0.pinimg.com/originals/c2/2a/0b/c22a0b5d5c7fb19c3fd34c8ca46f1bcf.jpg T Prioritize short-term wins to earn trust @MACKFOGELSON
  65. 65. Do you need a Snack? You’re almost there. @MACKFOGELSON
  66. 66. #4 Execute that Strategy. http://media-cache-ak0.pinimg.com/originals/90/b6/c0/90b6c05943ef1a40ff193e69521fa7fe.jpg @MACKFOGELSON
  67. 67. Executing Your Community Building Strategy photo credit URL goes here P 97 in the Community Building guide @MACKFOGELSON
  68. 68. Remember these 3 important things. @MACKFOGELSON
  69. 69. 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
  70. 70. 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
  71. 71. Building Community with Value photo credit URL goes here http://bit.ly/17brhSX @MACKFOGELSON
  72. 72. 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
  73. 73. The Mack Web Community Management Knowledge Spreadsheet http://media-cache-ec0.pinimg.com/originals/4c/0d/48/4c0d4868b3775523a0d7d587a137395b.jpg http://bit.ly/1a33JVZ @MACKFOGELSON
  74. 74. You just have One more to go. @MACKFOGELSON
  75. 75. #5 Analyze your Efforts. http://www.etsy.com/listing/89190263/numbers-collage @MACKFOGELSON
  76. 76. Analyze Your Community Building Efforts P 115 in the Community Building guide @MACKFOGELSON
  77. 77. Always bring it back to Goals and KPIs, too @MACKFOGELSON
  78. 78. Standups. Have them weekly. Keep everyone accountable & engaged. http://www.flickr.com/photos/ce_andersen/8530130427/ @MACKFOGELSON
  79. 79. Meetings. Have them monthly. So that you can communicate progress on goals. @MACKFOGELSON
  80. 80. Make sure you’re using the Data to effect change. h/t @dohertyjf @MACKFOGELSON
  81. 81. And that’s the Community Building process @MACKFOGELSON
  82. 82. 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
  83. 83. Remember this is a guide Community building is different for everyone @MACKFOGELSON
  84. 84. The Measurement http://baenk.com/pink/measure-up/ @MACKFOGELSON
  85. 85. You’ll need to have the buy-in conversation. @MACKFOGELSON
  86. 86. Communicate expectations on progress 90/6/12 and Return on Investment (ROI) @MACKFOGELSON
  87. 87. 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
  88. 88. 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
  89. 89. 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
  90. 90. 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
  91. 91. 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
  92. 92. 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
  93. 93. Measurement is a conversation of value https://www.onekingslane.com/product/12789/596055?f=pin#.TzqeTB1zUHk.pinterest @MACKFOGELSON
  94. 94. The value you’re adding to the entire brand. http://greenwichroundup.blogspot.com/2011/09/090311-two-thumbs-up-to-temple-sholom.html @MACKFOGELSON
  95. 95. See, Think, Do: A Content, Marketing, Measurement Business Framework by Avinash Kaushik photo credit URL goes here http://bit.ly/1aQ5d4F @MACKFOGELSON
  96. 96. 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
  97. 97. 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
  98. 98. 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
  99. 99. 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
  100. 100. Our Experience with See, Think, Do: a Reporting Framework photo credit URL goes here http://bit.ly/1dkBwIZ @MACKFOGELSON
  101. 101. Proving Community ROI takes longer http://www.pinterest.com/pin/390265123931003425/ @MACKFOGELSON
  102. 102. The Wrap-up http://loveprintstudio.blogspot.co.uk/2013/12/paper-cloth-christmas-shop.html @MACKFOGELSON
  103. 103. 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
  104. 104. 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
  105. 105. The Measurement. Communicate value. Prioritize short-term wins to earn trust. http://www.flickr.com/photos/43607507@N00/5429545004?rb=1 @MACKFOGELSON
  106. 106. 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
  107. 107. More Stuff B @OpenView_Labs http://labs.openviewpartners.com @MACKFOGELSON
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