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By Jennifer Sable LopezDirector of Community at Moz
@jennita
The Art & Science of
Building a Great Community
Community.The Latest Buzzword?
Why Should I Care AboutBuilding a
Community?
@jennita #MNSearch
They’re Searching for You
@jennita #MNSearch
And Not Just on Google
@jennita #MNSearch
They’re Your Customers
@jennita #MNSearch
They Review You
@jennita #MNSearch
They Share Your Stuff
http://www.bettycrocker.com/recipes/chex-muddy-buddies/
@jennita #MNSearch
Psst… They LINK to You
http://mz.cm/184s3pi
@jennita #MNSearch
They Tell Their Friends About You
@jennita #MNSearch
They Stick Around When You Fail
@jennita #MNSearch
They Make Marketing Easier
COMMUNITY
Ok, Let’s Start Building!
1. What do you Want to Achieve?
@jennita #MNSearch
Start With the Organization’s Goals
http://moz.com/rand/vision-based-framework/
@jennita #MNSearch
Start With the Organization’s Goals
http://moz.com/rand/vision-based-framework/
@jennita #MNSearch
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 #MNSearch
Let’s Pick One
Increase community engagement on Google+
by 10%
@jennita #MNSearch
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.
Goal
Why?
@jennita #MNSearch
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 #MNSearch
Talk About These Goals with Everyone
2. Make it Someone’s Job
@jennita #MNSearch
Internal or External
http://mz.cm/1hepCBM
@jennita #MNSearch
Empower Them to Reach Their Goals
http://socialfresh.com/community-manager-report-2012/
@jennita #MNSearch
Give Them the Means to Take Action
@jennita #MNSearch
Make it a *Thing* in Your Organization
http://mz.cm/1c4MdNp
3. Find the People for
Your Community+ What They Care
About
@jennita #MNSearch
Find what people are saying about themselves
@jennita #MNSearch
Followerwonk
By hovering over a name, you get more info about the person’s engagement, how often they tweet with URLs, as well as their retweets. This is an excellent way to see if they’re someone who just spits out content, or actually engages with their followers.
@jennita #MNSearch
Followerwonk
@jennita #MNSearch
Twitter Search
@jennita #MNSearch
Google+ Search
@jennita #MNSearch
Google+ Ripples
@jennita #MNSearch
@jennita #MNSearch
Pinterest – What do specific people pin?
@jennita #MNSearch
Rapportive
Jackpot baby!
@jennita #MNSearch
Quora
What types of questions do they ask/answer?
4. Do All The Things
Whew. Now… Engage!
@jennita #MNSearch
Be a Part of the Community
@jennita #MNSearch
Transparency Works Best
@jennita #MNSearch
Take it Offline
https://vine.co/v/bP2UI5BJlK0
@jennita #MNSearch
You’ll Need to be Consistent
SEOmoz TwitterMay 2009
@jennita #MNSearch
Because, Consistency is Key
Moz TwitterOctober 2013
@jennita #MNSearch
In All Channels
Blog started in 2004.By August 2005, Rand alone already had 518 Blog posts.
@jennita #MNSearch
Buffer
Schedule tweets + Review Analytics
@jennita #MNSearch
Create a Content Roundup
@jennita #MNSearch
Promoting Them = Promoting You
@jennita #MNSearch
Talk About What *They* Care About
@jennita #MNSearch
And What *They* Love
5. Measure All The Things
@jennita #MNSearch
What Are Your KPIs?
Increase community engagement on Google+
by 10%
@jennita #MNSearch
Capture Numbers Weekly
@jennita #MNSearch
How Does This Change Month over Month?Google + Engagement
@jennita #MNSearch
Know How Individual Posts Do
@jennita #MNSearch
TrueSocialMetrics
What content gets the
best engagement?
@jennita #MNSearch
On Facebook – Using Insights
@jennita #MNSearch
In May 2013… We weren’t paying
attention
We were posting more links…
But our photos had better engagement!
@jennita #MNSearch
How about today?
Well, we post more photos!
Plus we started adding just text posts
@jennita #MNSearch
And Twitter?
What gets retweeted?
Content w/ the most reach
@jennita #MNSearch
Well hello, Google+
Why Care About the Negatives?
Followerwonk
Spammers or real people?
@jennita #MNSearch
Facebook Unlikes?What happened here?
@jennita #MNSearch
Too many posts?
6. Test All The Things
Such as…
What’s the best time of day to
_____?
@jennita #MNSearch
Send a Tweet?
Tweet #1Tweet #2
@jennita #MNSearch
When are you active?
Tweet #1
Tweet #2
@jennita #MNSearch
You can also use Twitter Analytics
@jennita #MNSearch
Post to Facebook?
“The average number of your fans who saw any posts on Facebook by day of the week.”
@jennita #MNSearch
A wee bit more helpful?
Notice a trend?
Try PageLever Now
@jennita #MNSearch
Or SimplyMeasured
@jennita #MNSearch
Publish a Blog Post?
Publishing time 2-3am Pacific
@jennita #MNSearch
Test a Different Time
Publishing time ~Midnight Pacific
@jennita #MNSearch
When do you get the most clicks?
@jennita #MNSearch
http://blog.bufferapp.com/best-time-to-tweet-post-to-facebook-send-emails-publish-blogposts
A Good Place to Start
Set your goalsMake Community a
priority Know your people
Be human and careTest + Measure
Building Community
A bit of Science, a lot of Art.
Jennifer Sable Lopez Director of Community at Moz
@jennitajen@moz.com
Thank You
Free/Freemium Tools MentionedBitly 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 MentionedSocialEngage
http://www.exacttarget.com/products/social-media-marketingSproutSocial http://sproutsocial.com/
Unified (aka PageLever) http://www.unifiedsocial.com/platform/insights/
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