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Jen Sable Lopez
Building Your Community
From The Ground Up
Director of Community at Moz
“Moz already has a community.
This is easy for you.”
Building Your Community From the Ground Up
@jennita!
SEOmoz Blog – January 2005
@jennita!
Top SEOmoz Members – August 2005
518 Blog Entries
In 10 Months!
@jennita!
SEOmoz Twitter – May 2009
Ok, so how do *we* start?
Start With Goals
@jennita!
What are your organization’s goals?
VISION
Our vision is for a world free of colon cancer
where education, early detection and
treatment lead to survivorship for all.
MISSION
Our mission is to knock colon cancer out of
the top three cancer killers. We are doing
this by championing prevention, funding
cutting-edge research and providing the
highest quality patient support services.
@jennita!
How would a Community help reach those?
“We're a community that
provides hope and support to
patients and their families,
while saving lives through
screening, access, awareness,
advocacy and research.”
@jennita!
What do you hope to achieve?
Set achievable goals
Moz Goal:
Reach a Broader Audience
Marketing Team Goal:
Increase engagement within
the Community on-site, off-
site, & off-line
Megan’s Goal:
Increase engagement on
Facebook & Google+ by 25%
@jennita!
Communicate to everyone
Actual slide deck from
All Staff meeting in 2010
How Will We Measure?
@jennita!
It depends on your goals
KPIs: The Basics
@jennita!
@jennita!
Engagement
@jennita!
Engagement – Week over Week
@jennita!
On-Site Activity
Traffic
@jennita!
Dude. BACKLINKS.
@jennita!
Overall health
@jennita!
Have some fun!
Assess Internal Resources
@jennita!
A blogger in the midst?
@jennita!
Anyone have a large network already?
This guy!!
@jennita!
A Social Media Enthusiast?
A Dev to champion your ideas?
All to be a part of the Community
Must.
Do.
Research.
Does a Community already exist?
@jennita!
Check in on your competitors
What are they missing out on?
It’s ok to
START
SMALL
Building Your Community From the Ground Up
@jennita!
Where to start?
@jennita!
Focus your efforts
@jennita!
Tell your story
@jennita!
Show your personality
@jennita!
It’ cool to care
Expand as the team grows
@jennita!
Keep on keepin’ on
Building a Team
@jennita!
Again, starting small is FINE.
Make a list of daily tasks
Community Daily Tasks Circa 2010
That list will change
Community Daily Tasks TODAY
Train and encourage everyone
Community is a team sport
Test
Test
Re-test
Then Re-evaluate
@jennita!
Goals still in alignment?
KPIs make sense?
Is the team missing anything?
Now,
you just
have to
DO IT.
Jen Sable Lopez
@jennita
jen@moz.com
THANK YOU

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  1. Branding?LinksUGCSignupsEngagement
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  5. To a certain area?What kind of increases?Note specific spikes in social – influencers? Reach out