The Essentials of Community Building by Mack Fogelson

transcript

Building BlocksThe Essentials of

Community Buildingby Mack Fogelson

http://monotremu.blogspot.de/2012/04/blog-post.html

@MACKFOGELSON

is a better way

Building a Community

to build a business.

@MACKFOGELSON

is not about the numbers

Building a Community

It’s about an engaged audience.

@MACKFOGELSON

This indicates a resource

The KeyThis indicates a pro-tipT

This indicates a page number in our guideP

http://etsy.me/1b10Y1P

@MACKFOGELSON

http://bit.ly/1bkMNru

The Truly Monumental Guide

to Building Online Communities

@MACKFOGELSON

The tools

The StuffThe process2

The measurement3

http://www.stack.com/2013/10/08/filling-healthy-snacks/

@MACKFOGELSON

The Tools

http://www.cncmagicdesign.com/index_htm_files/1933.jpg

@MACKFOGELSON

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

32 in the Community Building guideP

The Essential

Community Building Tools

@MACKFOGELSON

outreachanalyticshumansemail mktgoffline

contentSEOsocial & PRdesign & UXcmgr

http://www.pinterest.com/pin/401101910533970378/

@MACKFOGELSON

IntegrateYour #1 goal with tools

all the things.

@MACKFOGELSON

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

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

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

Design & UX

Provide the best possible experience. Strong design & UX builds trust.

http://betweenstudio.tumblr.com/#18

@MACKFOGELSON

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

Email Marketing

One of the best ways to foster relationships and stay connected.

@MACKFOGELSON

http://mailchimp.com

We’re big fans of MailChimp

for Email Marketing and stuff

http://blog.mailchimp.com/the-story-behind-the-mailchimp-billboards/

@MACKFOGELSON

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

http://followerwonk.com

Use Followerwonk

for targeted outreach

photo credit URL goes here

@MACKFOGELSON

http://bit.ly/1fsj9Ft

Watch the

Friends not Followers Hangout

@MACKFOGELSON

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

http://www.truesocialmetrics.com

Use TrueSocialMetrics

to calculate true social ROI

http://www.truesocialmetrics.com/how-it-works

@MACKFOGELSON

http://sproutsocial.com

Give Sprout Social a try

Their interface is real pretty

http://sproutsocial.com/features/social-media-analytics

@MACKFOGELSON

Community Manager

Even for small communities. She can scale integrated marketing efforts.

http://www.flickr.com/photos/61095358@N00/3971291778

@MACKFOGELSON

https://hootsuite.com

Use Hootsuite

to manage your community

@MACKFOGELSON

https://bufferapp.com

I also heart Buffer

It’s great for scheduling

@MACKFOGELSON

MoreBut wait! There’s

Those are our staples.

@MACKFOGELSON

The best community building tool is YOUT

http://www.classic-play.com/bold-brilliant-beautiful-you/#more-26181

@MACKFOGELSON

Goals not Tools Integrate, don’t silo

AlwaysRemember

for community building success

@MACKFOGELSON

The Process

http://plentyofcolour.com/2012/02/06/stepped-blocks-objects-of-desire/

@MACKFOGELSON

Community building in 5 Simple Steps

@MACKFOGELSON

Buckle up, kids

Here we go

http://media-cache-ec0.pinimg.com/originals/6a/27/d0/6a27d099c047365a931edc4bdfc0c8e2.jpg

@MACKFOGELSON

The Actual Process

of Building an Online Community

@MACKFOGELSON

Set Goals & KPIs#1&2

http://media-cache-ak0.pinimg.com/originals/94/9f/d2/949fd2748c5411f17571293949441209.jpg

@MACKFOGELSON

Setting

Community Building Goals & KPIs

@MACKFOGELSON

Set goals for your whole businessT

http://www.coolhunting.com/culture/whole-larder-love-book.php

@MACKFOGELSON

http://bit.ly/19SJRC7

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

@MACKFOGELSON

Brand goals2

User Experience goals3

http://www.ikea.com/us/en/catalog/products/90163257/?cid=us|af|pinterest.com|90163257_20131220

Goals on3 Levels

Revenue goals

@MACKFOGELSON

http://bit.ly/1fsteSD

Set Integrated Marketing Goals & KPIs

with the SMART Framework

http://www.jeffbullas.com/2014/01/06/5-top-tips-for-content-marketing-success/

@MACKFOGELSON

SMARTGoals

http://www.sheknows.com/food-and-recipes/articles/1026993/cheesy-guacamole-field-goal-bites

SpecificMeasureableAttainableRealisticTimely

@MACKFOGELSON

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

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

Measuring revenue, brand and UX

Sample KPIsconversation, amplification, applausebranded & non-branded search traffic

unique visitsreturn visits page depth

revenuemicro conversions

decrease in bounce ratedecrease in funnel abandonment rate

@MACKFOGELSON

http://bit.ly/1dk8c5t

Measuring Community:KPIs and Social Media Metrics for Community Building

@MACKFOGELSON

Attainable

Set challenging yet attainable goals.Use data to determine trends.

http://www.awf.org/wildlife-conservation/elephant

@MACKFOGELSON

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

Timely

What’s the proposed time frame?Be realistic.

http://media-cache-ec0.pinimg.com/originals/8e/f8/90/8ef890bd0a9b7fb2300fb35d00e9e282.jpg

@MACKFOGELSON

Setting goals & KPIs helps with buy-inT

http://media-cache-ec0.pinimg.com/originals/bc/3e/12/bc3e12d36b43c39340c3d67fcdddc8c0.jpg

@MACKFOGELSON

That?Got all

I’ve got more.

@MACKFOGELSON

Develop a Strategy.#3

http://www.hdwallpapers4ipad.com/photo/food_backgrounds/coffee_beans/10-0-204

@MACKFOGELSON

Developing Your

Community Building Strategy

@MACKFOGELSON

Start by building

the foundation

http://media-cache-ak0.pinimg.com/originals/4e/43/f9/4e43f9018aca327a51e603cbfefab250.jpg

@MACKFOGELSON

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

Identify your Audience

Figure out exactly who you’re talking to. Develop your persona.

@MACKFOGELSON

http://amzn.to/1kyvyd4

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

@MACKFOGELSON

Identify your Community

Use questions to identify seeds.http://thankgoditsfirstgrade.blogspot.com/2013/11/anchor-charts-galore.html?m=1

@MACKFOGELSON

http://bit.ly/17AdHfz

How to Identify an

Online Community for your Business

http://moz.com/blog/identifying-online-community

@MACKFOGELSON

For identifying community seeds

Questionswho 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

Develop your Engagement Pipeline

Keep track of all the people and things.

http://clui.org/newsletter/spring-2009/trans-alaska-pipeline

@MACKFOGELSON

http://bit.ly/1m3HrTN

The Mack Web

Engagement Pipeline Spreadsheet

@MACKFOGELSON

Hold a Strategy Jam

Use the idea bucket. Come to the jam prepared.

@MACKFOGELSON

Plan strategy for 90 days not 12 monthsT

http://bashooka.com/inspiration/cool-creative-calendar-design-ideas-for-2014/

@MACKFOGELSON

Prioritize short-term wins to earn trustT

http://media-cache-ak0.pinimg.com/originals/c2/2a/0b/c22a0b5d5c7fb19c3fd34c8ca46f1bcf.jpg

@MACKFOGELSON

Snack?Do you need a

You’re almost there.

@MACKFOGELSON

#4 Execute that Strategy.

http://media-cache-ak0.pinimg.com/originals/90/b6/c0/90b6c05943ef1a40ff193e69521fa7fe.jpg

@MACKFOGELSON

Executing

Your Community Building Strategy

@MACKFOGELSON

3Remember these

important things.

@MACKFOGELSON

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

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

http://bit.ly/17brhSX

Building Community

with Value

@MACKFOGELSON

Make it a Team Effort

http://www.janssensportsleadership.com/resources/team-building/

Great community building comes from the stuff your whole team reads and writes.

@MACKFOGELSON

http://bit.ly/1a33JVZ

The Mack Web Community Management

Knowledge Spreadsheet

http://media-cache-ec0.pinimg.com/originals/4c/0d/48/4c0d4868b3775523a0d7d587a137395b.jpg

@MACKFOGELSON

OneYou just have

more to go.

@MACKFOGELSON

#5 Analyze your Efforts.

http://www.etsy.com/listing/89190263/numbers-collage

@MACKFOGELSON

Analyze Your

Community Building Efforts

@MACKFOGELSON

GoalsAlways bring it back to

and KPIs, too

@MACKFOGELSON

Standups.Have them weekly.

Keep everyone accountable &

engaged.

http://www.flickr.com/photos/ce_andersen/8530130427/

@MACKFOGELSON

Meetings.Have them monthly.

So that you can communicate progress

on goals.

@MACKFOGELSON

DataMake sure you’re using the

to effect change.

h/t @dohertyjf

@MACKFOGELSON

And that’s the Community Building process

@MACKFOGELSON

Good work.

Glad you made it through.

http://www.nationalgeographic.co.jp/photography/photos/photo_gallery.php?GALLERY_VignVCMId=best-pod-july-2010&class=268435456#/sleepy-grizzly-bear-ga.jpg

@MACKFOGELSON

Community building is different

this is a guidefor everyone

Remember

@MACKFOGELSON

The Measurement

http://baenk.com/pink/measure-up/

@MACKFOGELSON

buy-inYou’ll need to have the

conversation.

@MACKFOGELSON

90/6/12Communicate expectations on progress

and Return on Investment (ROI)

@MACKFOGELSON

Expectations on Progress & ROI

90 daysThe 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

90 daysWe’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

6 monthsWe’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

6 monthsWe’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

12 monthsMomentum 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

12 monthsWe 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

https://www.onekingslane.com/product/12789/596055?f=pin#.TzqeTB1zUHk.pinterest

Measurementis a conversation of value

@MACKFOGELSON

The value you’re adding to the entire brand.

http://greenwichroundup.blogspot.com/2011/09/090311-two-thumbs-up-to-temple-sholom.html

@MACKFOGELSON

http://bit.ly/1aQ5d4F

See, Think, Do: A Content, Marketing,

Measurement Business Frameworkby Avinash Kaushik

@MACKFOGELSON

What “see” Means

http://hofferphotography.com/search/nathan

Get your brand, products, and content in front of your target customers

so that they can begin to trust you.

@MACKFOGELSON

What “think” Means

http://www.ellentv.com/2013/11/27/caption-this-cute-surprise/?crlt.pid=camp.pp8ubUDYh5dx

Do such an incredible job with the experience that customers

keep you in mind when it’s time to buy.

@MACKFOGELSON

What “do” Means

Only a small portion of users actually ever fall into this category.

The experience must be everywhere.

@MACKFOGELSON

Measuring revenue, brand and UX

Sample KPIsconversation, amplification, applausebranded & non-branded search traffic

unique visitsreturn visits page depth

revenuemicro conversions

decrease in bounce ratedecrease in funnel abandonment rate

@MACKFOGELSON

http://bit.ly/1dkBwIZ

Our Experience with See, Think, Do:

a Reporting Framework

@MACKFOGELSON

ProvingCommunity ROItakes longer

@MACKFOGELSON

The Wrap-up

http://loveprintstudio.blogspot.co.uk/2013/12/paper-cloth-christmas-shop.html

@MACKFOGELSON

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

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

The Measurement.

Communicate value.

Prioritize short-term wins to earn trust.

http://www.flickr.com/photos/43607507@N00/5429545004?rb=1

@MACKFOGELSON

@mackwebteam

Stuffhttp://mackwebsolutions.com/blog

http://media-cache-ec0.pinimg.com/originals/60/4b/58/604b5826342aa6ee75dac1c8d6641c31.jpg

http://bitly.com/bundles/mackwebsolutions/7

http://bit.ly/1bkMNruL

@MACKFOGELSON

@OpenView_Labs

More Stuffhttp://labs.openviewpartners.comB