This deck was presented at Conductor's C3 2014 Conference in New York City. Every company, large or small, is working to earn the trust and keep the attention of their customers, long-term. Attracting the right customers and earning their loyalty and advocacy, we call community building. Making sure the marketing approach you take to building that community grows a sustainable business, we call smart. Just like any healthy human relationship, building a community takes time, relentless effort, and a commitment to authenticity. This presentation communicates how content, social media, SEO, and email marketing - the integral components of integrated marketing - meet those requirements and how when they align with the right goals and measurement they will build your brand, a better business, and ultimately, a thriving community.

1. Playing the Long Game:
Growing Your Business
Through Community
and Integrated Marketing
Mack Fogelson
Founder & CEO | Mack Web
@mackfogelson

2. We’re part of an ever-changing industry.
#C3NY
@mackfogelson

3. Google adjusts its
algorithm 500-600
times annually.
IMAGE CREDIT: http://moz.com/google-algorithm-change
Change
#C3NY
@mackfogelson

4. IMAGE CREDIT: https://www.seroundtable.com/google-ssl-not-provided-100-17414.html
Change
Google reduces
organic keyword data.
#C3NY
@mackfogelson

5. IMAGE CREDIT: http://searchenginewatch.com/article/2339093/Google-Starts-Blocking-Access-to-Paid-
Search-Keyword-Data
Change
Google reduces
paid keyword data.
#C3NY
@mackfogelson

6. IMAGE CREDIT: http://searchengineland.com/goodbye-google-authorship-201975
Change
Google decides to
end Authorship.
#C3NY
@mackfogelson

7. IMAGE CREDIT: http://www.forbes.com/sites/ewanspence/2014/06/06/facebook-puts-everyone-on-notice-
about-the-death-of-organic-reach/
Change
Facebook reduces
organic reach.
#C3NY
@mackfogelson

8. IMAGE CREDIT: https://gigaom.com/2014/09/04/twitter-cfo-says-a-facebook-style-filtered-feed-is-coming-
whether-you-like-it-or-not/
Change
Twitter announces
plans to integrate
algorithm.
#C3NY
@mackfogelson

9. And if all of that isn’t enough for you…
#C3NY
@mackfogelson

10. IMAGE CREDIT: http://www.ufcw400.org/2011/04/yes-were-open/
Change
543,000 new
businesses start
every month.
#C3NY
@mackfogelson

11. What’s your plan to sustain?
#C3NY
@mackfogelson

12. It may be time to
change your approach
#C3NY @mackfogelson

13. Integrated
Approach
#C3NY
@mackfogelson

14. Integrated
Process
#C3NY
@mackfogelson

15. Integrated
Results
#C3NY
@mackfogelson

16. Here we go, kids.
#C3NY
@mackfogelson

17. Integrated
Approach
#C3NY
@mackfogelson

18. Marketing should be about
building a better business.
IMAGE CREDIT: https://40.media.tumblr.com/962ac2fd067df67f17bd3725b7224723/tumblr_n9nh01QUu11qlmppmo1_500.jpg
#C3NY
@mackfogelson

19. Marketing should be about
building a better business.
This is a transformation that happens
from the inside out.
IMAGE CREDIT: https://40.media.tumblr.com/962ac2fd067df67f17bd3725b7224723/tumblr_n9nh01QUu11qlmppmo1_500.jpg
#C3NY
@mackfogelson

20. An integrated approach promotes
and improves your business.
=IMAGE CREDIT: http://www.hejorama.com/wp/wp-content/uploads/2012/10/Berlin-Towers.#C3NY
@mackfogelson

21. An integrated approach promotes
and improves your business.
A variety of channels work together over time
not just to grow the company but to advance it.
IMAGE CREDIT: http://www.hejorama.com/wp/wp-content/uploads/2012/10/Berlin-Towers.jpg
#C3NY
@mackfogelson

22. An integrated approach builds an
experience and a relationship.
IMAGE CREDIT: http://31.media.tumblr.com/a2163656f18496b862a3dad95a782a3b/tumblr_n8q7h7Mge01qh424ko1_500.jpg
#C3NY
@mackfogelson

23. An integrated approach builds an
experience and a relationship.
Be the company your customers expect. You don’t have to
be perfect, but you must be real, transparent, and human.
IMAGE CREDIT: http://31.media.tumblr.com/a2163656f18496b862a3dad95a782a3b/tumblr_n8q7h7Mge01qh424ko1_500.jpg
#C3NY
@mackfogelson

24. An integrated approach honors
community and revenue.
IMAGE CREDIT: http://maliciousdreamsburnlikeyourlies.tumblr.com/image/98919732857
#C3NY
@mackfogelson

25. An integrated approach honors
community and revenue.
Communities form and grow when there is something
meaningful at the core of the business beyond money.
IMAGE CREDIT: http://maliciousdreamsburnlikeyourlies.tumblr.com/image/98919732857
#C3NY
@mackfogelson

26. Build
a better
business
#C3NY @mackfogelson

27. Attract
a stronger
community
Build
a better
business
#C3NY @mackfogelson

28. Grow
your audience
and brand
Attract
a stronger
community
Build
a better
business
#C3NY @mackfogelson

29. Integrated
Process
#C3NY
@mackfogelson

30. #C3NY @mackfogelson

31. IMAGE CREDIT: http://nanoanno.tumblr.com/post/96420485071
This is a
Custom Process
Adjust this integrated
process to align with
your business goals
and the needs of your
customers.
#C3NY
@mackfogelson

32. 1
Meaning
2
Goals
3
Priorities
4
Tactics
5
Execution
6
Catapult
7
Scrub
#C3NY
@mackfogelson

33. 1 Meaning
Determine the real
meaning of your
business beyond
money.
#C3NY @mackfogelson

34. #C3NY @mackfogelson

35. Let’s look at an example…
#C3NY
@mackfogelson

36. Authenticity
works its way from
the inside out
#C3NY @mackfogelson

37. This is not a
reflection of who
they are
#C3NY @mackfogelson

38. Their company
doesn’t just sell wine
#C3NY @mackfogelson

39. Their company
doesn’t just sell wine
Their company changes women’s lives.
#C3NY @mackfogelson

40. Before
#C3NY @mackfogelson

41. After
#C3NY @mackfogelson

42. Telling real
stories of real
people
#C3NY @mackfogelson

43. It’s the meaning beyond money that
provides an opportunity for connection.
IMAGE CREDIT: http://r2-store.distractify.netdna-cdn.com/postimage/201409/40/ee863e2bed3ece8a5df865952f581379_650x.jpg
#C3NY
@mackfogelson

44. It’s the meaning beyond money that
provides an opportunity for connection.
There’s got to be passion and authenticity at your core
to attract and foster a community around your brand.
IMAGE CREDIT: http://r2-store.distractify.netdna-cdn.com/postimage/201409/40/ee863e2bed3ece8a5df865952f581379_650x.jpg
#C3NY
@mackfogelson

45. Companies don’t build communities.
People do.
#C3NY @mackfogelson

46. #C3NY @mackfogelson

47. 2 Goals
Identify what you
want to accomplish
both short-term
and long-term.
#C3NY @mackfogelson

48. Everything starts with goals
#C3NY @mackfogelson

49. Visionary
#C3NY @mackfogelson

50. Business
& Brand
Visionary
#C3NY @mackfogelson

51. Business Campaign
& Brand
Visionary
#C3NY @mackfogelson

52. Your visionary goal is long-term
#C3NY @mackfogelson

53. Your visionary goal is long-term
Your visionary goal is big picture
#C3NY @mackfogelson

54. Your visionary goal is long-term
Your visionary goal is big picture
Your visionary goal is motivation
#C3NY @mackfogelson

55. IMAGE CREDIT: https://40.media.tumblr.com/tumblr_md1gajx17P1r858eko1_500.jpg
Every
3-5 years
Revisit your
Visionary goal.
#C3NY @mackfogelson

56. “Within 3-5 years we want to
become a household name.”
Visionary
Goal
#C3NY
@mackfogelson

57. Business and Brand goals are accessible
#C3NY @mackfogelson

58. Business and Brand goals are accessible
Business and Brand goals are connectors
#C3NY @mackfogelson

59. Business and Brand goals are accessible
Business and Brand goals are connectors
Business and Brand goals are balanced
#C3NY @mackfogelson

60. IMAGE CREDIT: http://bit.ly/1vB6x4g
Business
Goals
Relate to revenue
and keep the focus on
growth.
#C3NY @mackfogelson

61. Business
Goal
“We want to increase quality leads.”
#C3NY
@mackfogelson

62. IMAGE CREDIT: http://www.onelittlevoice.co.uk/wp-content/uploads/2012/06/Map-Cat.jpg
Brand
Goals
Keep the focus on
building a better
company.
IMAGE CREDIT: http://images.fineartamerica.com/images-medium-large/kitten-playing-with-building-blocks-
martin-poole.jpg
#C3NY @mackfogelson

63. “We want to earn trust and become
an exemplary company.”
Brand Goal
#C3NY
@mackfogelson

64. Campaign goals are short-term
#C3NY @mackfogelson

65. Campaign goals are short-term
Campaign goals are tied to tactics
#C3NY @mackfogelson

66. Campaign goals are short-term
Campaign goals are tied to tactics
Campaign goals are your momentum
#C3NY @mackfogelson

67. Every
90 Days
Revisit your
Campaign goals.
IMAGE CREDIT: http://www.onelittlevoice.co.uk/wp-content/uploads/2012/06/Map-Cat.jpg
#C3NY @mackfogelson

68. `
“Increase conversion rate by 10%
over the next 12 months.”
Campaign
Goal
#C3NY
@mackfogelson

69. “Earn media coverage from
Campaign
Huffington Post within 9 months.”
Goal
#C3NY
@mackfogelson

70. “Increase community conversation
by 35% within 6 months.”
Campaign
Goal
#C3NY
@mackfogelson

71. All of your goals should align with
your Visionary Goal.
#C3NY @mackfogelson

72. Campaign
Goals
#C3NY @mackfogelson

73. Business
& Brand
Goals
Campaign
Goals
#C3NY @mackfogelson

74. Visionary
Goal
Business
& Brand
Goals
Campaign
Goals
#C3NY @mackfogelson

75. #C3NY @mackfogelson

76. 3 Priorities
Determine what to
focus on for the
next 90 days.
#C3NY @mackfogelson

77. Build your strategy based on
priorities for the next 90 days
#C3NY @mackfogelson

78. Year-long marketing plans are not agile.
IMAGE CREDIT: http://blocktalk.wpengine.netdna-cdn.com/wp-content/uploads/2013/08/shutterstock_103570856.jpg
#C3NY
@mackfogelson

79. Don’t be distracted by shiny objects.
IMAGE CREDIT: http://nellsdish.files.wordpress.com/2011/06/party-lights.jpg
#C3NY
@mackfogelson

80. WIN
what’s important now?
#C3NY @mackfogelson

81. IMAGE CREDIT: http://www.pinterest.com/pin/412431278345105000/
Conduct
An Assessment
•Goals
•Persona
•Brand Positioning
•Drivers & Risks
•Unique Selling Prop
•Competitive Analysis
#C3NY @mackfogelson

82. Run
4 Helpful Lists
Identify and prioritize
what belongs in
strategy.
EXERCISE CREDIT: http://www.patersoncenter.com/stratop/stratop-business.html
#C3NY @mackfogelson

83. #C3NY @mackfogelson

84. Run
Touchpoints
Determine what
your audience
needs.
#C3NY @mackfogelson

85. EXERCISE DEVELOPED VIA JOANNA LORD: http://bigdoor.com/blog/2013/11/01/a-quick-guide-to-customer-journey-mapping/
#C3NY @mackfogelson

86. Determine
Priorities
Identify the top 3-5
strategic priorities for
the next 90 days.
#C3NY @mackfogelson

87. Your priorities will drive the campaigns
that fit within your integrated strategy.
#C3NY
@mackfogelson

88. Prioritize the right things
for your 90 day strategy
#C3NY @mackfogelson

89. 4 Tactics
Break strategy
down into tactics
and deliverables
that will accomplish
goals.
#C3NY @mackfogelson

90. Your tactics become deliverables
in your 90 day road map
#C3NY @mackfogelson

91. How are we gonna get there?
#C3NY @mackfogelson

92. Work from
strategic priorities
to campaign goals
to tactics
#C3NY @mackfogelson

93. Here is where
your Campaign
goals come into
play
#C3NY @mackfogelson

94. Communicate all
deliverables and
assign dates for
delivery
#C3NY @mackfogelson

95. Your
measurement for
each Campaign
aligns with goals
#C3NY @mackfogelson

96. Use the
document to
communicate
progress
#C3NY @mackfogelson

97. Your tactics will build
the integrated experience.
#C3NY
@mackfogelson

98. #C3NY @mackfogelson

99. An integrated
strategy goes way
deeper than optimizing
a form on a website.
#C3NY @mackfogelson

100. I’m a lead
I interact
website
social
blog
mobile mobile mobile
offline
I
submit
a form
I interact
email
social
blog
offline
I become a
consultant
I interact
email
community
blog
offline
#C3NY @mackfogelson

101. IMAGE CREDIT: http://bit.ly/Zx6T0h
Integrated
Strategy
Consider all of the
elements of the
experience.
#C3NY @mackfogelson

102. Offline Tactics
Identify and solve for
gaps in communication
between corporate
expectations and the
approach of sales teams.
#C3NY @mackfogelson

103. IMAGE CREDIT: http://moz.com/google-algorithm-change
Offline Tactics
Train their sales team to
more effectively handle
leads. Provide guidance
for how to be real,
authentic, and genuine.
#C3NY @mackfogelson

104. Community Tactics
Work with the internal
community and brand
advocates to make the
brand transformation
to be human.
#C3NY @mackfogelson

105. Good wine, good food, good life. As a Traveling Vineyard Wine Guide
& Wine Tasting Mommy, I get to enjoy them all.
(I love talking about them, too. Hint, hint.)
Before
After
IMAGE CREDIT: http://moz.com/google-algorithm-change
#C3NY @mackfogelson

106. Content Tactics
Develop and optimize
the content that will
address touchpoint
questions and provide
the resources they need.
#C3NY @mackfogelson

107. Outreach Tactics
Provide access to
content through a
variety of channels
earning shares, links,
traffic.
#C3NY @mackfogelson

108. Group A
Group B
Email Marketing
Tactics
Test and collect data to
determine how to more
effectively foster leads
through the process.
#C3NY @mackfogelson

109. IMAGE CREDIT: http://moz.com/google-algorithm-change
A
B
#C3NY @mackfogelson

110. IMAGE CREDIT: http://moz.com/google-algorithm-change
A
B
#C3NY @mackfogelson

111. An integrated approach optimizes the
whole experience, not just the lead form.
#C3NY @mackfogelson

112. Your tactics bring your
integrated strategy to fruition
#C3NY @mackfogelson

113. 5 Execution
Accomplish all of
the tasks that get
you closer to your
goals.
#C3NY @mackfogelson

114. Begin executing all the things
on your 90 day road map
#C3NY @mackfogelson

115. IMAGE CREDIT: http://memestorage.com/_nw/48/69607769.jpg
#C3NY @mackfogelson

116. 6 Catapult
Assess data,
identify trends and
opportunities, and
adjust the strategy.
#C3NY @mackfogelson

117. While you continue to execute strategy,
assess progress every 30 days
#C3NY @mackfogelson

118. IMAGE CREDIT: http://sethgodin.typepad.com/seths_blog/2014/08/analytics-without-action.html
#C3NY @mackfogelson

119. Identify
items in your
reports that need
to be integrated
back into
strategy
#C3NY @mackfogelson

120. Keep a record of
action and update
each month to
make progress
#C3NY @mackfogelson

121. Execute strategy for the first 30 days,
and then run Catapult
#C3NY @mackfogelson

122. Continue strategy execution
for another 30 days
#C3NY @mackfogelson

123. At 60 days, hold your
next Catapult
#C3NY @mackfogelson

124. Continue executing strategy
for another 30 days
#C3NY @mackfogelson

125. Conduct a final Catapult session
at the end of the 90 day iteration
#C3NY @mackfogelson

126. So what comes after 90 days?
#C3NY @mackfogelson

127. 7 Scrub
Evaluate what was
accomplished and
determine direction
for the next 90 days.
#C3NY @mackfogelson

128. At the 60-day mark, begin a scrub for
development of the next 90 day strategy
#C3NY @mackfogelson

129. Don’t worry.
You’re not starting from scratch.
IMAGE CREDIT: https://40.media.tumblr.com/tumblr_mdu232Swj91rxye79o1_500.jpg
#C3NY
@mackfogelson

130. Don’t worry.
You’re not starting from scratch.
You’re simply continuing the momentum
from the last 90 days.
IMAGE CREDIT: https://40.media.tumblr.com/tumblr_mdu232Swj91rxye79o1_500.jpg
#C3NY
@mackfogelson

131. Assess
Data & Intuition
Evaluate progress
over the last 90 days.
#C3NY @mackfogelson

132. Run
Four Helpful Lists
Identify new
challenges and
realign priorities.
#C3NY @mackfogelson

133. Go
Back to Goals
Ensure alignment
with your goals.
#C3NY @mackfogelson

134. #C3NY @mackfogelson

135. IMAGE CREDIT: http://www.thepeopleproject.com/share-a-quote.php
#C3NY
@mackfogelson

136. Sometimes you gotta slow down
to speed up.
#C3NY @mackfogelson

137. Integrated
Results
#C3NY
@mackfogelson

138. What results have
looked like for clients.
#C3NY @mackfogelson

139. Our client’s
growth within
8 months
56%
increase in
organic traffic
#C3NY @mackfogelson

140. Our client’s
growth within
8 months
56%
increase in
organic traffic
97%
increase in
returning visits
#C3NY @mackfogelson

141. Our client’s
growth within
8 months
56%
increase in
organic traffic
97%
increase in
returning visits
146%
increase in
FB referrals
#C3NY @mackfogelson

142. But wait, there’s more.
#C3NY @mackfogelson

143. Our client’s
growth within
8 months
48%
increase in
applause
(likes & favorites)
#C3NY @mackfogelson

144. Our client’s
growth within
8 months
48%
increase in
applause
78%
increase in
amplification
(likes & favorites) (RTs & shares)
#C3NY @mackfogelson

145. 48%
increase in
applause
78%
increase in
amplification
108%
increase in
conversation
Our client’s
growth within
8 months
(likes & favorites) (RTs & shares) (replies & comments)
#C3NY @mackfogelson

146. 11%
increase in leads
#C3NY @mackfogelson

147. Not just any leads. The right leads.
#C3NY
@mackfogelson

148. What results have
looked like for Mack Web.
#C3NY @mackfogelson

149. This is
where Mack
Web started
integrated
efforts
An integrated approach is the long game.
Expect a 2-3 year ramp up for momentum.
#C3NY @mackfogelson

150. This is
where Mack
Web started
integrated
efforts
This was our
first feature on
the Moz Top 10
This was the
launch of our
community
building guide
But that doesn’t mean you won’t have
lots of victories along the way.
#C3NY @mackfogelson

151. This is
where Mack
Web started
integrated
efforts
This was our
first feature on
the Moz Top 10
This was the
launch of our
community
building guide
There will always be effort required,
but at a different level.
We’re still
working really
hard
#C3NY @mackfogelson

152. IMAGE CREDIT: http://blog.hubspot.com/marketing/slideshare-presentations-inform-inspire-entertain
At year 2, we started
to see more consistent
organic brand
recognition
#C3NY @mackfogelson

153. Lots of people and
companies we
respected started
sharing our stuff
#C3NY @mackfogelson

154. 25
20
15
10
5
0
3-5 / month
20-25 / month
2012 2014
We gradually saw a
big increase in leads
over that two-year
period
#C3NY @mackfogelson

155. Most importantly, we have clarity
about our meaning.
#C3NY
@mackfogelson

156. Why Integrated
Works
#C3NY
@mackfogelson

157. An integrated approach
is independent of platform.
#C3NY
@mackfogelson

158. But remember…
#C3NY
@mackfogelson

159. You can’t buy a community.
IMAGE CREDIT: http://www.pinterest.com/pin/18295942211056286/
#C3NY
@mackfogelson

160. Lead with meaning and authenticity.
IMAGE CREDIT: http://www.pinterest.com/pin/37084396906185354/
#C3NY
@mackfogelson

161. Start with goals to drive growth.
IMAGE CREDIT: https://twitter.com/avinash/status/513840275853021185
#C3NY
@mackfogelson

162. Focus on the right things.
IMAGE CREDIT: https://33.media.tumblr.com/dc3748dc8384f5122738eb1df44ef491/tumblr_ncrkf5XCNg1teja04o1_500.jpg
#C3NY
@mackfogelson

163. This shit takes time and it doesn’t scale.
IMAGE CREDIT: http://nanoanno.tumblr.com/post/44248490215/absolutely-everything-about-this
#C3NY
@mackfogelson

164. This is the long game.
Build a better business.
IMAGE CREDIT: http://images.nationalgeographic.com/wpf/media-live/photos/000/569/cache/angel-landing-zion_56950_990x742.jpg
#C3NY
@mackfogelson

165. Get the Link Bundle
https://bitly.com/bundles/mackwebsolutions/a
!
Connect With Us
http://mackwebsolutions.com/connect/
#C3NY @mackfogelson