the art & science of building a great community
TRANSCRIPT
By Jennifer Sable Lopez!Director of Community at Moz!
@jennita!
The Art & Science of Building a Great Community
Community.
The Latest Buzzword?
Why Should I Care About
Building a Community?
@jennita #SIC2013!
They’re Searching for You
@jennita #SIC2013!
They’re Your Customers
@jennita #SIC2013!
They Review You
@jennita #SIC2013!
They Tell Their Friends About You
@jennita #SIC2013!
They Stick Around When You Fail
@jennita #SIC2013!
They Make Marketing Easier
COMMUNITY
Ok, Let’s Start Building!
1. What do you Want to Achieve?
@jennita #SIC2013!
Start With the Organization’s Goals
http://moz.com/rand/vision-based-framework/
@jennita #SIC2013!
Start With the Organization’s Goals
http://moz.com/rand/vision-based-framework/
@jennita #SIC2013!
How Can Community Help Reach The Goal?
Increase community engagement on Google+
by 10%!Publish 3 blog
posts per week
Increase newsletter
signups by 25%
Reach an average of 10 comments per post!
Create plan for on-site community engagement
Increase community engagement on Facebook by 17%.
@jennita #SIC2013!
Let’s Pick One
Increase community engagement on Google+
by 10%!
@jennita #SIC2013!
Why is it Important? Increase community engagement on Google+ by 10%.!
Increased engagement leads to greater knowledge of inbound marketing in the greater community and reaches a broader marketing audience.!
!
!
@jennita #SIC2013!
How Will You Take Action? How will we increase these numbers?! ! ! !! !!
Post non-Moz content 3x per week ! ! ! !! Hang outs!! ! ! ! ! !!
Open ended marketing questions! ! ! ! !! Think about SEO value when publishing G+ posts !
Great reference: http://www.blindfiveyearold.com/google-plus-seo !
@jennita #SIC2013!
Talk About These Goals with Everyone
2. Make it Someone’s Job
@jennita #SIC2013!
Internal or External
http://mz.cm/1hepCBM!
@jennita #SIC2013!
Empower Them to Reach Their Goals
http://socialfresh.com/community-manager-report-2012/!
@jennita #SIC2013!
Give Them the Means to Take Action
@jennita #SIC2013!
Make it a *Thing* in Your Organization
http://mz.cm/1c4MdNp
3. Find the People for
Your Community + What They Care About
@jennita #SIC2013!
Find what people are saying about themselves!
@jennita #SIC2013!
Followerwonk
By hovering over a name, you get more info about the personʼs engagement, how often they tweet with URLs, as well as their retweets. This is an excellent way to see if theyʼre someone who just spits out content, or actually engages with their followers.!
@jennita #SIC2013!
Followerwonk
@jennita #SIC2013!
Twitter Search
@jennita #SIC2013!
Google+ Search
@jennita #SIC2013!
Google+ Ripples
@jennita #SIC2013!
@jennita #SIC2013!
Pinterest – What do specific people pin?
@jennita #SIC2013!
Topsy
@jennita #SIC2013!
Rapportive
Jackpot baby!!
@jennita #SIC2013!
Quora
What types of questions do they ask/answer?!
4. Do All The Things
Whew.
Now… Engage!
@jennita #SIC2013!
Be a Part of the Community
@jennita #SIC2013!
Transparency Works Best
@jennita #SIC2013!
Take it Offline
https://vine.co/v/bP2UI5BJlK0
@jennita #SIC2013!
You’ll Need to be Consistent
SEOmoz Twitter!May 2009!
@jennita #SIC2013!
Because, Consistency is Key
Moz Twitter!October 2013!
@jennita #SIC2013!
In All Channels
Blog started in 2004.!By August 2005, Rand alone already had 518 Blog posts.!
@jennita #SIC2013!
Buffer
Schedule tweets + Review Analytics!
@jennita #SIC2013!
Create a Content Roundup
@jennita #SIC2013!
Promoting Them = Promoting You
@jennita #SIC2013!
Talk About What *They* Care About
@jennita #SIC2013!
And What *They* Love
5. Measure All The Things
@jennita #SIC2013!
What Are Your KPIs?
Increase community engagement on Google+
by 10%!
@jennita #SIC2013!
Capture Numbers Weekly
@jennita #SIC2013!
How Does This Change Month over Month? Google + Engagement!
@jennita #SIC2013!
Know How Individual Posts Do
@jennita #SIC2013!
TrueSocialMetrics
What content gets the
best engagement?
@jennita #SIC2013!
On Facebook – Using Insights
@jennita #SIC2013!
In May 2013… We weren’t paying attention
We were posting more links…!
But our photos had better engagement!!
@jennita #SIC2013!
How about today?
Well, we post more photos!!
Plus we started adding just text posts !
@jennita #SIC2013!
And Twitter?
What gets retweeted?!
Content w/ the most reach!
@jennita #SIC2013!
Well hello, Google+
Why Care About the Negatives?
Followerwonk
Spammers or real people?
@jennita #SIC2013!
Facebook Unlikes?
What happened here?!
@jennita #SIC2013!
Too many posts?
6. Test All The Things
Such as…
What’s the best time of day to
_____?
@jennita #SIC2013!
Send a Tweet?
Tweet #1!Tweet #2!
@jennita #SIC2013!
When are you active?
Tweet #1!
Tweet #2!
@jennita #SIC2013!
You can also use Twitter Analytics
@jennita #SIC2013!
Post to Facebook?
“The average number of your fans who saw any posts on Facebook by day of the week.”!
@jennita #SIC2013!
A wee bit more helpful?
Notice a trend?!
Try PageLever Now
@jennita #SIC2013!
Or SimplyMeasured
@jennita #SIC2013!
Publish a Blog Post?
Publishing time 2-3am Pacific!
@jennita #SIC2013!
Test a Different Time
Publishing time ~Midnight Pacific!
@jennita #SIC2013!
When do you get the most clicks?
@jennita #SIC2013!
http://blog.bufferapp.com/best-time-to-tweet-post-to-facebook-send-emails-publish-blogposts
A Good Place to Start
Set your goals
Make Community a priority Know your people
Be human and care
Test + Measure
Building Community A bit of Science, a lot of Art.
Free/Freemium Tools Mentioned Bitly https://bitly.com/
Buffer https://bufferapp.com/
Facebook https://www.facebook.com/insights/
FollowerWonk https://followerwonk.com/
Simply Measured http://simplymeasured.com/
TrueSocialMetrics http://www.truesocialmetrics.com/
Twitter https://ads.twitter.com/
Paid Tools Mentioned SocialEngage http://www.exacttarget.com/products/social-media-marketing
SproutSocial http://sproutsocial.com/
Unified (aka PageLever) http://www.unifiedsocial.com/platform/insights/