Are We There Yet? A 12-Month Community Building Case Study
•
10 j'aime•10,533 vues
Community building is hard work and the process and results look different for every company. But with great effort comes great reward. Here's what we learned when building community for a company in a "boring" niche.
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (20)
Similaire à Are We There Yet? A 12-Month Community Building Case Study
Similaire à Are We There Yet? A 12-Month Community Building Case Study (20)
Plus de Mackenzie Fogelson
Dernier
Dernier (20)
Are We There Yet? A 12-Month Community Building Case Study
- 3. Sdifferent b Community building is for every single company out there @Mackfogelson
- 4. @Mackfogelson this isoneandahalf years of effort.
- 5. @Mackfogelson this is five years of effort.
- 6. @Mackfogelson this is five years of effort.
- 7. @Mackfogelson this is seven years of effort.
- 8. Sbuild a community? b So why even bother to there’s three pretty good reasons @Mackfogelson
- 9. many companies don’t invest in community building. start now before they do. Crush yourcompetition @Mackfogelson http://www.muscleandfitness.com/training/arms/get-grip-0
- 10. communities are full of people who know other people who are like them. Get the rightcustomers @Mackfogelson http://pinterest.com/pin/258042253622760857/
- 11. communities develop brand advocates who become your business development team. Lower acquisition costs @Mackfogelson http://radio.foxnews.com/toddstarnes/top-stories/lsu-group-wants-football-fans-to-wear-crosses.html
- 12. from interruption to being a part of a customer’s life. The shift @Mackfogelson - Avinash kaushik -
- 13. - services based - boring niche - non-tech savvy audience -18 month avg sales cycle @Mackfogelson Case Study
- 14. 74% increase in traffic year-over-year @Mackfogelson
- 15. referrals from socialnetwork before @Mackfogelson LinkedIn Facebook Google+ TWitter Blogger
- 17. email marketing & blog drove 4,000 visits in 12 months @Mackfogelson
- 21. 3. @Mackfogelson all the right things Measure
- 22. 1. @Mackfogelson This community building STUFF takes a long time to gain traction. be flexible & learn to adjust quickly. The process Accelerate
- 24. @Mackfogelson
- 25. @Mackfogelson Community Building Foundational stuff Time research & persona development Blog Integration social media & email marketing setup intial strategy revamp nav structure/transform pages optimize website 30 days 30 days 30 days 60 days 60 days 60 days
- 27. @Mackfogelson Community Building Foundational stuff Time research & persona stuff Blog Integration social media & email marketing setup intial strategy revamp nav structure/transform pages optimize website 30 days 30 days 30 days 60 days 9 Months 9 months
- 28. @Mackfogelson we LEARNED what FROM ALL OF THIS http://www.signoutfitters.com/images/view.aspx?productId=338
- 29. @Mackfogelson
- 30. hold up progress b Don’t let the FOUNDATIONAL stuff execute all phases simultaneously @Mackfogelson
- 32. 2. @Mackfogelson focus your efforts on getting the right things done to grow your community and your business. goals not tools Build from
- 34. @Mackfogelson
- 35. @Mackfogelson Industry Expertise thought leadership goal breakdown Push government innovation & efficiency Drive neighborhood & Community improvement change perception of city government bridge the gap between building dept & community development services
- 37. Sreach their goals b We developed a basic routine to HEre’s what we did to build community @Mackfogelson
- 38. Strategy @Mackfogelson develop a new strategy once/quarter.
- 39. develop & optimize content each month. Content @Mackfogelson
- 40. @Mackfogelson mix between promotional & value-drivencontent
- 41. COnduct pre & post outreach for all content. Outreach @Mackfogelson
- 42. Send all content via email marketing. Email @Mackfogelson
- 43. share content created via social media outlets. Social @Mackfogelson
- 44. share other people’s stuff via social media. Community @Mackfogelson
- 45. engage & manage the frontline 2 days/week. Community @Mackfogelson
- 46. Community @Mackfogelson monitor & provide suggestions 3 days/week.
- 47. build relationships both on & offline. Community @Mackfogelson
- 48. guide offline efforts through strategy. Community @Mackfogelson
- 49. @Mackfogelson Training provide social & community training as needed.
- 50. Analysis @Mackfogelson communicate via Weekly standups & monthly evaluation.
- 51. @Mackfogelson Do all the Things SAFEbuilt’s community building checklist content, seo & outreach email marketing social media community management training strategy & analysis
- 52. ReachingGoals @Mackfogelson efforts resulted in 74% increase in traffic year/year
- 53. @Mackfogelson effortsalso contributed to working toward goals
- 54. @Mackfogelson we LEARNED what FROM ALL OF THIS http://magazine.liquida.it/2012/08/31/anche-gli-animali-vanno-a-scuola/animals_school1/
- 55. quality vs. quantity The RightTargets @Mackfogelson
- 56. @Mackfogelson Community Building improvements in audience engagement starting & having conversations increasing who shares content increasing applause & activity levels getting the content right
- 57. @Mackfogelson Community Building improvements in long-term relationships Leverage offline community transform friends into brand advocates increase subscribers to blog & email increase pre & post customer outreach
- 58. 3. @Mackfogelson you must prove the value of your efforts so that you can earn your budgets. all the right things Measure
- 60. @Mackfogelson Measure somestuff prove value of community building efforts track events in google analytics Track form submissions set up & monitor custom dashboards Place annotations in google analytics utilize social media tools
- 62. Everything @Mackfogelson was up and to the right.
- 63. getting more exposure than we ever have before. We are @Mackfogelson absolutely
- 64. more visits through social media, email marketing, and the blog than we ever have. We are @Mackfogelson driving
- 66. translated into increased sales, opportunities, or revenue? I don’t think so. Has the @Mackfogelson effort
- 68. @Mackfogelson we LEARNED what FROM ALL OF THIS http://www.troll.me/2012/12/14/uncategorized/alright-cya/
- 69. of your efforts with the right metrics. Youhave to @Mackfogelson prove the value
- 70. what do you track instead? So when you can’t @Mackfogelson track roi directly
- 71. KPIs and social media metrics for community building via @tyler_brooks. Measuring @Mackfogelson community bit.ly/18r7E7L
- 73. @Mackfogelson Measure this Stuff The obvious community building indicators engaged followers, social shares & applause advanced segments related to content click-throughs on socialy shared content brand mentions & conversations Traffic from social: visits & pageviews comments & subscribers
- 75. @Mackfogelson Measure this Stuff roi related metrics direct conversions micro conversions customer acquisition cost brand equity
- 76. an activity doesn’t have tangible roi doesn’t mean that it’s not valuable or useful. Just because @Mackfogelson - @hannah_bo_banna -
- 79. b@Mackfogelson Thank you bOur blog - www.mackwebsolutions.com/blog Link Bundle - bitly.com/bundles/mackwebsolutions/5 free communty building guide signup - http://building-online-communities.mackwebsolutions.com