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.
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
10. content
SEO
social & PR
design & UX
cmgr
outreach
analytics
humans
email mktg
offline
http://www.pinterest.com/pin/401101910533970378/
@MACKFOGELSON
11. Your #1 goal with tools
Integrate
all the things.
@MACKFOGELSON
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. 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. 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. Design & UX
Provide the best possible experience.
Strong design & UX builds trust.
http://betweenstudio.tumblr.com/#18
@MACKFOGELSON
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. Email Marketing
One of the best ways to
foster relationships and stay connected.
http://www.pinterest.com/pin/145593000427300955/
@MACKFOGELSON
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. 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
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. Use TrueSocialMetrics
to calculate true social ROI
http://www.truesocialmetrics.com/how-it-works
http://www.truesocialmetrics.com
@MACKFOGELSON
24. Give Sprout Social a try
Their interface is real pretty
http://sproutsocial.com/features/social-media-analytics
http://sproutsocial.com
@MACKFOGELSON
25. Community Manager
Even for small communities.
She can scale integrated marketing efforts.
http://www.flickr.com/photos/61095358@N00/3971291778
@MACKFOGELSON
26. Use Hootsuite
to manage your community
photo credit URL goes here
https://hootsuite.com
@MACKFOGELSON
27. I also heart Buffer
It’s great for scheduling
photo credit URL goes here
https://bufferapp.com
@MACKFOGELSON
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. 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. 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
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. 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
46. Attainable
Set challenging yet attainable goals.
Use data to determine trends.
http://www.awf.org/wildlife-conservation/elephant
@MACKFOGELSON
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. Timely
What’s the proposed time frame?
Be realistic.
http://media-cache-ec0.pinimg.com/originals/8e/f8/90/8ef890bd0a9b7fb2300fb35d00e9e282.jpg
@MACKFOGELSON
53. Start by building
the foundation
http://media-cache-ak0.pinimg.com/originals/4e/43/f9/4e43f9018aca327a51e603cbfefab250.jpg
@MACKFOGELSON
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. Identify your Audience
Figure out exactly who you’re talking to.
Develop your persona.
http://www.pinterest.com/pin/426012445971073672/
@MACKFOGELSON
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. Identify your
Community
Use questions to identify seeds.
http://thankgoditsfirstgrade.blogspot.com/2013/11/anchor-charts-galore.html?m=1
@MACKFOGELSON
58. How to Identify an
Online Community for your Business
http://moz.com/blog/identifying-online-community
http://bit.ly/17AdHfz
@MACKFOGELSON
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. Develop your
Engagement Pipeline
Keep track of
all the people and things.
http://clui.org/newsletter/spring-2009/trans-alaska-pipeline
@MACKFOGELSON
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. 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
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. The Mack Web Community Management
Knowledge Spreadsheet
http://media-cache-ec0.pinimg.com/originals/4c/0d/48/4c0d4868b3775523a0d7d587a137395b.jpg
http://bit.ly/1a33JVZ
@MACKFOGELSON
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. Remember
this is a guide
Community building is different
for everyone
@MACKFOGELSON
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. 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. 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. 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. 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. 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. Measurement
is a conversation
of value
https://www.onekingslane.com/product/12789/596055?f=pin#.TzqeTB1zUHk.pinterest
@MACKFOGELSON
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. See, Think, Do: A Content, Marketing,
Measurement Business Framework
by Avinash Kaushik
photo credit URL goes here
http://bit.ly/1aQ5d4F
@MACKFOGELSON
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. 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. 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
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. 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