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The Art & Science of
Building a Great Community
By Jennifer Sable Lopez!
Director of Community at Moz!
@jennita!
Community.
The Latest Buzzword?
Why Should I Care About
Building a Community?
They’re Searching for You

@jennita

#SIC2013!
They’re Your Customers

@jennita

#SIC2013!
They Review You

@jennita

#SIC2013!
They Tell Their Friends About You

@jennita

#SIC2013!
They Stick Around When You Fail

@jennita

#SIC2013!
They Make Marketing Easier

COMMUNITY
@jennita

#SIC2013!
Ok, Let’s Start Building!
1. What do you Want to Achieve?
Start With the Organization’s Goals

http://moz.com/rand/vision-based-framework/

@jennita

#SIC2013!
Start With the Organization’s Goals

http://moz.com/rand/vision-based-framework/

@jennita

#SIC2013!
How Can Community Help Reach The Goal?
Reach an average of 10
comments per post!

Incr
ease
sign
n
ups b ewslet
ter
y 25%
...
Let’s Pick One
Increase community
engagement on Google+
by 10%!

@jennita

#SIC2013!
Why is it Important?
!

!

@jennita

#SIC2013!

Increase community engagement
on Google+ by 10%.!

Increased engagement le...
How Will You Take Action?
How will we increase these numbers?
!
! !!

!

!

!

Post non-Moz content 3x per week !

!

!

!...
Talk About These Goals with Everyone

@jennita

#SIC2013!
2. Make it Someone’s Job
Internal or External

@jennita

#SIC2013!

http://mz.cm/1hepCBM!
Empower Them to Reach Their Goals

http://socialfresh.com/community-manager-report-2012/!

@jennita

#SIC2013!
Give Them the Means to Take Action

@jennita

#SIC2013!
Make it a *Thing* in Your Organization

http://mz.cm/1c4MdNp
@jennita

#SIC2013!
3. Find the People for
Your Community
+ What They Care About
Find what people are
saying about themselves!

@jennita

#SIC2013!
Followerwonk

By hovering over a name, you get more info about the personʼs engagement, how often they tweet with URLs, as...
Followerwonk

@jennita

#SIC2013!
Twitter Search

@jennita

#SIC2013!
Google+ Search

@jennita

#SIC2013!
Google+ Ripples

@jennita

#SIC2013!
Pinterest

@jennita

#SIC2013!
Pinterest – What do specific people pin?

@jennita

#SIC2013!
Topsy

@jennita

#SIC2013!
Rapportive
Jackpot baby!!

@jennita

#SIC2013!
Quora

@jennita

#SIC2013!

What types of questions
do they ask/answer?!
Whew.
Now… Engage!
4. Do All The Things
Be a Part of the Community

@jennita

#SIC2013!
Transparency Works Best

@jennita

#SIC2013!
Take it Offline

https://vine.co/v/bP2UI5BJlK0
@jennita

#SIC2013!
You’ll Need to be Consistent

SEOmoz Twitter!
May 2009!
@jennita

#SIC2013!
Because, Consistency is Key

Moz Twitter!
October 2013!
@jennita

#SIC2013!
In All Channels

Blog started in 2004.!
By August 2005, Rand alone
already had 518 Blog posts.!
@jennita

#SIC2013!
Buffer

Schedule tweets +
Review Analytics!

@jennita

#SIC2013!
Create a Content Roundup

@jennita

#SIC2013!
Promoting Them = Promoting You

@jennita

#SIC2013!
Talk About What *They* Care About

@jennita

#SIC2013!
And What *They* Love

@jennita

#SIC2013!
5. Measure All The Things
What Are Your KPIs?

Increase community
engagement on Google+
by 10%!
@jennita

#SIC2013!
Capture Numbers Weekly

@jennita

#SIC2013!
How Does This Change Month over Month?
Google + Engagement!

@jennita

#SIC2013!
Know How Individual Posts Do

@jennita

#SIC2013!
TrueSocialMetrics

@jennita

#SIC2013!
What content gets the
best engagement?
On Facebook – Using Insights

@jennita

#SIC2013!
In May 2013… We weren’t paying attention

We were posting
more links…!
@jennita

#SIC2013!

But our photos had
better enga...
How about today?

Well, we post
more photos!!
@jennita

#SIC2013!

Plus we started
adding just text posts !
And Twitter?

What gets
retweeted?!

@jennita

#SIC2013!
Content w/ the
most reach!
Well hello, Google+

@jennita

#SIC2013!
Why Care About the Negatives?
Followerwonk
Spammers or real people?
Facebook Unlikes?
What happened here?!

@jennita

#SIC2013!
Too many posts?

@jennita

#SIC2013!
6. Test All The Things
Such as…
What’s the best time of day to
_____?
Send a Tweet?
Tweet #2!
Tweet #1!

@jennita

#SIC2013!
When are you active?
Tweet #2!
Tweet #1!

@jennita

#SIC2013!
You can also use Twitter Analytics

@jennita

#SIC2013!
Post to Facebook?

“The average number of your fans who saw any
posts on Facebook by day of the week.”!
@jennita

#SIC2013...
A wee bit more helpful?

@jennita

#SIC2013!
Try PageLever Now
Notice a trend?!
Or SimplyMeasured

@jennita

#SIC2013!
Publish a Blog Post?

Publishing time
2-3am Pacific!
@jennita

#SIC2013!
Test a Different Time

Publishing time
~Midnight Pacific!
@jennita

#SIC2013!
When do you get the most clicks?

@jennita

#SIC2013!
A Good Place to Start

http://blog.bufferapp.com/best-time-to-tweet-post-tofacebook-send-emails-publish-blogposts
@jennita...
Set your goals
Make Community a priority
Know your people
Be human and care
Test + Measure
Building Community
A bit of Science, a lot of Art.
Thank You!

Jennifer Sable Lopez !
Director of Community at Moz!
@jennita!
jen@moz.com!
Free/Freemium Tools Mentioned
Bitly https://bitly.com/
Buffer https://bufferapp.com/
Facebook https://www.facebook.com/ins...
Paid Tools Mentioned
SocialEngage
http://www.exacttarget.com/products/social-media-marketing

SproutSocial
http://sproutso...
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The Art & Science of Building a Great Community

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Presented at Seattle Interactive Conference, Jen Lope

Published in: Social Media, Technology, Business

The Art & Science of Building a Great Community

  1. The Art & Science of Building a Great Community By Jennifer Sable Lopez! Director of Community at Moz! @jennita!
  2. Community. The Latest Buzzword?
  3. Why Should I Care About Building a Community?
  4. They’re Searching for You @jennita #SIC2013!
  5. They’re Your Customers @jennita #SIC2013!
  6. They Review You @jennita #SIC2013!
  7. They Tell Their Friends About You @jennita #SIC2013!
  8. They Stick Around When You Fail @jennita #SIC2013!
  9. They Make Marketing Easier COMMUNITY @jennita #SIC2013!
  10. Ok, Let’s Start Building!
  11. 1. What do you Want to Achieve?
  12. Start With the Organization’s Goals http://moz.com/rand/vision-based-framework/ @jennita #SIC2013!
  13. Start With the Organization’s Goals http://moz.com/rand/vision-based-framework/ @jennita #SIC2013!
  14. How Can Community Help Reach The Goal? Reach an average of 10 comments per post! Incr ease sign n ups b ewslet ter y 25% community Increase engagement on Google+ by 10%! og l h 3 b eek blis er w Pu ts p pos Create plan for on-site community engagement Increase community engagement on Facebook by 17%. @jennita #SIC2013!
  15. Let’s Pick One Increase community engagement on Google+ by 10%! @jennita #SIC2013!
  16. Why is it Important? ! ! @jennita #SIC2013! Increase community engagement on Google+ by 10%.! Increased engagement leads to greater knowledge of inbound marketing in the greater community and reaches a broader marketing audience.!
  17. How Will You Take Action? How will we increase these numbers? ! ! !! ! ! ! Post non-Moz content 3x per week ! ! ! !! ! ! !! Hang outs!! ! ! ! ! !! Open ended marketing questions ! ! Think about SEO value when publishing G+ posts ! Great reference: http://www.blindfiveyearold.com/google-plus-seo @jennita #SIC2013! !
  18. Talk About These Goals with Everyone @jennita #SIC2013!
  19. 2. Make it Someone’s Job
  20. Internal or External @jennita #SIC2013! http://mz.cm/1hepCBM!
  21. Empower Them to Reach Their Goals http://socialfresh.com/community-manager-report-2012/! @jennita #SIC2013!
  22. Give Them the Means to Take Action @jennita #SIC2013!
  23. Make it a *Thing* in Your Organization http://mz.cm/1c4MdNp @jennita #SIC2013!
  24. 3. Find the People for Your Community + What They Care About
  25. Find what people are saying about themselves! @jennita #SIC2013!
  26. Followerwonk By hovering over a name, you get more info about the personʼs engagement, how often they tweet with URLs, as well as their retweets. This is an excellent way to see if theyʼre someone who just spits out content, or actually engages with their followers.! @jennita #SIC2013!
  27. Followerwonk @jennita #SIC2013!
  28. Twitter Search @jennita #SIC2013!
  29. Google+ Search @jennita #SIC2013!
  30. Google+ Ripples @jennita #SIC2013!
  31. Pinterest @jennita #SIC2013!
  32. Pinterest – What do specific people pin? @jennita #SIC2013!
  33. Topsy @jennita #SIC2013!
  34. Rapportive Jackpot baby!! @jennita #SIC2013!
  35. Quora @jennita #SIC2013! What types of questions do they ask/answer?!
  36. Whew. Now… Engage! 4. Do All The Things
  37. Be a Part of the Community @jennita #SIC2013!
  38. Transparency Works Best @jennita #SIC2013!
  39. Take it Offline https://vine.co/v/bP2UI5BJlK0 @jennita #SIC2013!
  40. You’ll Need to be Consistent SEOmoz Twitter! May 2009! @jennita #SIC2013!
  41. Because, Consistency is Key Moz Twitter! October 2013! @jennita #SIC2013!
  42. In All Channels Blog started in 2004.! By August 2005, Rand alone already had 518 Blog posts.! @jennita #SIC2013!
  43. Buffer Schedule tweets + Review Analytics! @jennita #SIC2013!
  44. Create a Content Roundup @jennita #SIC2013!
  45. Promoting Them = Promoting You @jennita #SIC2013!
  46. Talk About What *They* Care About @jennita #SIC2013!
  47. And What *They* Love @jennita #SIC2013!
  48. 5. Measure All The Things
  49. What Are Your KPIs? Increase community engagement on Google+ by 10%! @jennita #SIC2013!
  50. Capture Numbers Weekly @jennita #SIC2013!
  51. How Does This Change Month over Month? Google + Engagement! @jennita #SIC2013!
  52. Know How Individual Posts Do @jennita #SIC2013!
  53. TrueSocialMetrics @jennita #SIC2013!
  54. What content gets the best engagement?
  55. On Facebook – Using Insights @jennita #SIC2013!
  56. In May 2013… We weren’t paying attention We were posting more links…! @jennita #SIC2013! But our photos had better engagement!!
  57. How about today? Well, we post more photos!! @jennita #SIC2013! Plus we started adding just text posts !
  58. And Twitter? What gets retweeted?! @jennita #SIC2013!
  59. Content w/ the most reach!
  60. Well hello, Google+ @jennita #SIC2013!
  61. Why Care About the Negatives?
  62. Followerwonk
  63. Spammers or real people?
  64. Facebook Unlikes? What happened here?! @jennita #SIC2013!
  65. Too many posts? @jennita #SIC2013!
  66. 6. Test All The Things Such as…
  67. What’s the best time of day to _____?
  68. Send a Tweet? Tweet #2! Tweet #1! @jennita #SIC2013!
  69. When are you active? Tweet #2! Tweet #1! @jennita #SIC2013!
  70. You can also use Twitter Analytics @jennita #SIC2013!
  71. Post to Facebook? “The average number of your fans who saw any posts on Facebook by day of the week.”! @jennita #SIC2013!
  72. A wee bit more helpful? @jennita #SIC2013!
  73. Try PageLever Now Notice a trend?!
  74. Or SimplyMeasured @jennita #SIC2013!
  75. Publish a Blog Post? Publishing time 2-3am Pacific! @jennita #SIC2013!
  76. Test a Different Time Publishing time ~Midnight Pacific! @jennita #SIC2013!
  77. When do you get the most clicks? @jennita #SIC2013!
  78. A Good Place to Start http://blog.bufferapp.com/best-time-to-tweet-post-tofacebook-send-emails-publish-blogposts @jennita #SIC2013!
  79. Set your goals Make Community a priority Know your people Be human and care Test + Measure
  80. Building Community A bit of Science, a lot of Art.
  81. Thank You! Jennifer Sable Lopez ! Director of Community at Moz! @jennita! jen@moz.com!
  82. Free/Freemium Tools Mentioned Bitly https://bitly.com/ Buffer https://bufferapp.com/ Facebook https://www.facebook.com/insights/ FollowerWonk https://followerwonk.com/ Simply Measured http://simplymeasured.com/ TrueSocialMetrics http://www.truesocialmetrics.com/ Twitter https://ads.twitter.com/
  83. Paid Tools Mentioned SocialEngage http://www.exacttarget.com/products/social-media-marketing SproutSocial http://sproutsocial.com/ Unified (aka PageLever) http://www.unifiedsocial.com/platform/insights/

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