Post on 19-Nov-2014
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Lean Community Building Getting the Most Bang for
Your Time & Money
Jennifer Sable Lopez Director of Community at Moz
@jennita
When you hear
“Community”
Yet another buzzword?
Why should I care about
building a Community?
They’re Searching for You
All Over the Web
@jennita
They’re your Customers
@jennita
And They Review you
@jennita
They Share Your Stuff
http://www.bettycrocker.com/recipes/chex-muddy-buddies/ @jennita
Yep, They Link to You
http://mz.cm/184s3pi @jennita
They Tell their Friends
@jennita
+ Stick Around in Bad Times
@jennita
They Make Marketing Easier
COMMUNITY
@jennita
Community!
Moz Then and Now…
A Peek Into the Past
@jennita
Lots of Blog Posts…
But, not a lot of conversation
@jennita
RSS Feed Circa 2008
Not bad, dude!
@jennita
Social Stats – Nov. 2009
~800 “fans” We hadn’t claimed
our URL!
~4,000 Followers
@jennita
Blog Traffic – Jan. 2010
394,000 Pageviews!!!
@jennita
Who Managed the Community?
No one… until 2009
@jennita
Let’s Look at Today
A Post From April 2014
Blog Traffic – Sept. 2014
998,046 vs 394,000
@jennita
Google+
@jennita
Who Manages it Now?
Numbers shmumbers…
How Do you Do it?
Consistency is Key
Blog started in 2004.!By August 2005, Rand alone already had 518 Blog posts.!
@jennita
Encourage Engagement
@jennita
Increase Engagement Via Email
*You* Have to Engage As Well
One of our developers in the comments
Be a Part of the Community
@jennita
Follow a Consistent Code
Promote Community Members
All Over the Place!
@jennita
Let Them Easily Find Each Other
@jennita
Have them Compete
…And Earn Stuff
Have a Plan
Stick to Your Rules
Let these be your guide
In the Forum
@jennita
In Blog Comments
@jennita
On Social Media
@jennita
The Little Stuff Counts
@jennita
Take it Offline
@jennita
IRL FTW!
Have a Personality
Don’t be a robot, yo.
@jennita
On All Channels
@jennita
It’s a Team Sport
Holy crap.
That’s a lot of work!
You’re Small, Who Has Time?
Assess Internal Resources
A Blogger in the Midst?
Who Has a Large Network?
Or, a Social Media Enthusiast
@jennita
A Dev, to Champion Ideas?
Relevant to our interests!!
@jennita
All Part of the Community
Now, let’s get sh** done.
Make your content
do some of the work
Let’s Look at this Post
@jennita
How it Looks in Search
Ooooh Noms!!!
449 calories!!
Author has other recipes!
@jennita
And on Facebook
@jennita
What about Twitter?
@jennita
Boom. Pinterest.
@jennita
Overall Experience?
That content is making sharing so easy! J
@jennita
How Can I Do That?
@jennita
Start With Open Graph
How Open Graph Works
@jennita
On-Page Title + Title Tag!
Title When Shared on FB!
@jennita
OpenGraph – http://ogp.me
!<!-- Open Graph data -->!<meta property="og:title" content="Title Here" />!!<meta property="og:type" content="article" />!!<meta property="og:url" content="http://www.example.com/" />!!<meta property="og:image" content="http://example.com/image.jpg" />!!<meta property="og:description" content="Description Here" />! !
@jennita
Facebook Debugger
https://developers.facebook.com/tools/debug!
@jennita
Facebook Debugger
If your page isn’t showing up properly in FB!
@jennita
Facebook Debugger
Or you have an old version of the page cached in FB!
@jennita
Facebook Debugger
Use the FB Debugger to re-cache!!
@jennita
Twitter Cards
Regular Text Tweet
Snooze...
@jennita
Summary Card (default)
Community
WIN!!
@jennita
Summary Card Large Image
Community
@jennita
Twitter Card Code !<!-- Twitter card data -->!<meta name="twitter:card" content="summary">!!<meta name="twitter:site" content="@twitterhandle">!!<meta name="twitter:creator" content="@AuthorTwitter”> ! !<meta name="twitter:title" content=”Title specific to Twitter – short works great!">!!<meta name="twitter:description" content=”Remember this is being shared on Twitter, make it enticing to the FB user.">!!<meta name="twitter:image" content=”image URL for the image you want to display">!!
@jennita
Twitter Card Validator
https://dev.twitter.com/docs/cards/validation/validator!@jennita
Add Your Site
@jennita
Twitter Card Analytics
@jennita
Twitter Card Analytics
@jennita
Whew.
Now… engage!
Sprout Social
Inbox 0 is the goal!Social Inbox!@jennita
Sprout Social Connect multiple accounts!Choose what to display!
@jennita
IFTTT
Show Off Pics Better
Read Them When you Can
Backup your Work
Bitly
When do we get the most clicks?!
Bitly
Find the influencers clicking on your links!
@jennita
@jennita
TrueSocialMetrics
Measure engagement!
Rival IQ
@jennita
Which content is doing well for “competitors”? !
Start Small. Expand when
you can.
Focus on
Community… Everything else gets
just a little bit easier.
☺
Jennifer Sable Lopez Director of Community at Moz
@jennita !!
Thank You
Tools Mentioned
Ø FollowerWonk
Ø SproutSocial
Ø Bitly
Ø IFTTT
Ø TrueSocialMetrics
Ø RivalIQ
Resources
Ø Measure Social – http://moz.com/blog/social-engagement-metrics-that-matter
Ø Social Meta Data Templates – http://moz.com/blog/meta-data-templates-123
Ø IFTTT Recipes for Marketers – http://www.seerinteractive.com/blog/ifttt-recipes-for-marketers
Ø Open Graph – http://ogp.me/
Ø Twitter Cards – https://dev.twitter.com/cards/overview