As marketers, our job is to help our clients build things that Google can't take away: like a community. Help your clients set the right goals and keep the focus where it belongs: on their business.

1. #MozCon
Mackenzie Fogelson
Mack Web Solutions
@mackfogelson
Building a Better Business with Digital Marketing

2. Mack web Solutions @mackfogelson
a SHIFT in FOCUS

3. WEBMASTERS CAN
BY CREATING HIGH-QUALITY SITES
THAT USERS WILL WANT TO
- GOOGLE -
a.k.a. the goog
“
“
Mack web Solutions @mackfogelson
USE AND SHARE.
IMPROVE THE RANK OF THEIR SITES

4. there’s a BETTER way
Mack web Solutions @mackfogelson

5. what ASSETS
- PADDY MOOGAN -
Distilled
“
“
Mack web Solutions @mackfogelson
CAN’T TAKE AWAY?
CAN YOU BUILD THAT

6. put THE FOCUS ON
YOUR BUSINESS
WHERE IT BELONGS
Mack web Solutions @mackfogelson
image credit: http://media-cache-ec4.pinimg.com/originals/cc/14/e6/cc14e6b24f39d6d185e04a285ef42ba2.jpg

7. Mack web Solutions @mackfogelson
BUILD a COMMUNITY
and you will
BUILD your BUSINESS

8. go here for the
http://bit.ly/1awTIPk
today i’m sharing insights
PLAY-BY-PLAY ON
HOW TO BUILD COMMUNITY
Mack web Solutions @mackfogelson

9. WE’VE COLLECTED
12 MONTHS
OF community-building DATA
Mack web Solutions @mackfogelson
image credit: http://learni.st/users/36/boards/805-occupation

10. Mack web Solutions @mackfogelson
we BUILT a PROCESS

11. TOOLSOUR
SEO
CONTENT
SOCIAL MEDIA
EMAIL MARKETING
OUTREACH
IN ADDITION TO DEVELOPING A STRATEGY, WE USED
THESE TOOLS TO BUILD COMMUNITY.
Mack web Solutions @mackfogelson

12. Mack web Solutions @mackfogelson
we’ve seen RESULTS LIKE THIS

13. but WE’VE also SEEN THIS
Mack web Solutions @mackfogelson

14. BUILDING COMMUNITY
Mack web Solutions @mackfogelson

15. stuff that
made a
difference
BUILDING COMMUNITY
1
Mack web Solutions @mackfogelson

16. stuff that
made a
difference
BUILDING COMMUNITY
stuff we’d
like to
change
1 2
Mack web Solutions @mackfogelson

17. stuff that
made a
difference
BUILDING COMMUNITY
stuff we’d
like to
change
stuff we
learned the
hard way
1 2 3
Mack web Solutions @mackfogelson

18. goals not
tools
BUILDING COMMUNITY
1
Mack web Solutions @mackfogelson

19. goals not
tools
BUILDING COMMUNITY
diverse
content
1 2
Mack web Solutions @mackfogelson

20. goals not
tools
BUILDING COMMUNITY
diverse
content
flexibility &
formula
1 2 3
Mack web Solutions @mackfogelson

21. 1
Mack web Solutions @mackfogelson
FOCUS
not tools
ON GOALS,

22. set goals for your whole business.
they are the building blocks for
strategy and direction.
Mack web Solutions @mackfogelson
GOALS not TOOLS

23. Mack web Solutions @mackfogelson
Goals1

24. Mack web Solutions @mackfogelson
Goals
KPIs2
1

25. Mack web Solutions @mackfogelson
Goals
KPIs
Strategy3
1
2

26. Mack web Solutions @mackfogelson
Goals
KPIs
Strategy
Execution4
1
2
3

27. Mack web Solutions @mackfogelson
Goals
KPIs
Strategy
Execution
Analysis5
1
2
3
4

28. THE tools you use to build community
are most powerful when driven by
strategy AND rooted in the goals you
have for your whole business.
Mack web Solutions @mackfogelson
FOCUS on GOALS

29. 2
BUILD
CONTENT
DIVERSE
Mack web Solutions @mackfogelson

30. DIVERSE CONTENT
IN ADDITION TO BLOG POSTS AND
INFO-GRAPHICS, BUILD CONTENT THAT
PROVIDES AN EXPERIENCE and
accomplishes your goals.
Mack web Solutions @mackfogelson

31. JUST like @72andsunny
Mack web Solutions @mackfogelson

32. BUGABOO DAYTRIPS
Mack web Solutions @mackfogelson
http://www.72andsunny.com/work/bugaboo/daytrips/film-daytrips

33. LET’S BREAK THIS DOWN FOR
YOUR BUSINESS
CREATIVITY starts with gOALS
Mack web Solutions @mackfogelson
image credit: http://www.growingajeweledrose.com/2013/05/summer-fun-with-kool-aid-paint.html

34. Mack web Solutions @mackfogelson
Goals1

35. SET a GOAL
Mack web Solutions @mackfogelson

36. Mack web Solutions @mackfogelson
Goals
KPIs2
1

37. DETERMINE how to MEASURE IT
Mack web Solutions @mackfogelson

38. Mack web Solutions @mackfogelson
Goals
KPIs
Strategy3
1
2

39. DEVELOP a CREATIVE STRATEGY
Mack web Solutions @mackfogelson

40. Mack web Solutions @mackfogelson
Goals
KPIs
Strategy
Execution4
1
2
3

41. EXECUTE the STRATEGY
Mack web Solutions @mackfogelson

42. BRIDGE online & OFFLINE
Mack web Solutions @mackfogelson

43. LET your COMMUNITY DO THE WORK
Mack web Solutions @mackfogelson

44. THEY can PROVIDE IDEAS for CONTENT
Mack web Solutions @mackfogelson

45. CONTENT that’s all ABOUT THEM
Mack web Solutions @mackfogelson

46. Mack web Solutions @mackfogelson
Goals
KPIs
Strategy
Execution
Analysis5
1
2
3
4

47. SUCCESS IN community building DOES
NOT COME FROM THE number OF
FOLLOWERS YOU HAVE ON SOCIAL MEDIA.
IT’S in THE DIFFERENCE YOU’RE MAKING
IN YOUR BUSINESS.
BUILD your BUSINESS
Mack web Solutions @mackfogelson

48. 3
BALANCE
& FORMULA
Flexibility
Mack web Solutions @mackfogelson

49. BIG FAT LESSON
Mack web Solutions @mackfogelson

50. HERE’S WHERE WE
FAILED
AND also WHAT WE’VE LEARNED
Mack web Solutions @mackfogelson
image credit: http://fineartamerica.com/featured/maths-formula-on-chalkboard-setsiri-silapasuwanchai.html

51. WRONG?WHAT WENT
DIDN’T PUSH BACK
DIDN’T BREAK SILOS
DIDN’T EFFECTIVELY
SET EXPECTATIONS
BUILDING COMMUNITY TAKES COLLABORATION AND
A TON OF HARD WORK. EVERYONE NEEDS TO BE
COMMITTED TO SUCCESS.
Mack web Solutions @mackfogelson

52. LEARNEDWHAT WE
BUILD A PROCESS &
TEAM TOGETHER
RISK SAYING NO
FOCUS ON GOALS
TAKE THE TIME TO UNDERSTAND THE TEAM AND THE
MAKEUP OF THE BUSINESS. WILL YOU BE MOTIVATED
TO EFFECT CHANGE? WILL THEY?
Mack web Solutions @mackfogelson

53. Mack web Solutions @mackfogelson
our JOB is to MAKE a DIFFERENCE

54. your job is not to
- JOHN DOHERTY -
Distilled
“
“
Mack web Solutions @mackfogelson
EFFECT CHANGE.
DELIVER REPORTS.
your job is to

55. Mack web Solutions @mackfogelson
ALWAYS keep
the FOCUS on
BUILDING your BUSINESS

56. SOME PRESENTS
Mack web Solutions @mackfogelson
- YOU GUYS ARE AWESOME -
for reals
http://bitly.com/bundles/mackwebsolutions/4
WWW.MACKWEBSOLUTIONS.COM/BLOG
building-online-communities.mackwebsolutions.com