Playing the Long Game: Growing Your Business

Through Community and Integrated Marketing

Mack Fogelson

Founder & CEO | Mack Web

@mackfogelson

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We’re part of an ever-changing industry.

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Google adjusts its algorithm 500-600 times annually.

IMAGE CREDIT: http://moz.com/google-algorithm-change

Change

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IMAGE CREDIT: https://www.seroundtable.com/google-ssl-not-provided-100-17414.html

Google reduces organic keyword data.

Change

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IMAGE CREDIT: http://searchenginewatch.com/article/2339093/Google-Starts-Blocking-Access-to-Paid-Search-Keyword-Data

Google reduces paid keyword data.

Change

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IMAGE CREDIT: http://searchengineland.com/goodbye-google-authorship-201975

Google decides to end Authorship.

Change

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IMAGE CREDIT: http://www.forbes.com/sites/ewanspence/2014/06/06/facebook-puts-everyone-on-notice-about-the-death-of-organic-reach/

Facebook reduces organic reach.

Change

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IMAGE CREDIT: https://gigaom.com/2014/09/04/twitter-cfo-says-a-facebook-style-filtered-feed-is-coming-whether-you-like-it-or-not/

Twitter announces plans to integrate algorithm.

Change

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And if all of that isn’t enough for you…

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IMAGE CREDIT: http://www.ufcw400.org/2011/04/yes-were-open/

Change543,000 new businesses start every month.

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What’s your plan to sustain?

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It may be time tochange your approach

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Integrated Approach

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Integrated Process

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Integrated Results

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Here we go, kids.

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Integrated Approach

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IMAGE CREDIT: https://40.media.tumblr.com/962ac2fd067df67f17bd3725b7224723/tumblr_n9nh01QUu11qlmppmo1_500.jpg

Marketing should be about building a better business.

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#C3NY

This is a transformation that happensfrom the inside out.

Marketing should be about building a better business.

IMAGE CREDIT: https://40.media.tumblr.com/962ac2fd067df67f17bd3725b7224723/tumblr_n9nh01QUu11qlmppmo1_500.jpg

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An integrated approach promotes and improves your business.

=IMAGE CREDIT: http://www.hejorama.com/wp/wp-content/uploads/2012/10/Berlin-Towers.jpg

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An integrated approach promotes and improves your business.A variety of channels work together over timenot just to grow the company but to advance it.

IMAGE CREDIT: http://www.hejorama.com/wp/wp-content/uploads/2012/10/Berlin-Towers.jpg

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An integrated approach builds an experience and a relationship.

IMAGE CREDIT: http://31.media.tumblr.com/a2163656f18496b862a3dad95a782a3b/tumblr_n8q7h7Mge01qh424ko1_500.jpg

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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

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An integrated approach honors community and revenue.

IMAGE CREDIT: http://maliciousdreamsburnlikeyourlies.tumblr.com/image/98919732857

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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

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Build a better business

@mackfogelson#C3NY

Attract a stronger

community

Build a better business

@mackfogelson#C3NY

Grow your audience

and brand

Attract a stronger

community

Build a better business

@mackfogelson#C3NY

#C3NY

Integrated Process

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#C3NY @mackfogelson#C3NY

#C3NY

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.

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1Meaning

2Goals

3Priorities

4Tactics

5Execution

6Catapult

7Scrub

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1Meaning Determine the real meaning of your business beyond money.

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Let’s look at an example…

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Authenticity works its way from

the inside out

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This is not a reflection of who

they are

Their company

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doesn’t just sell wine

Their company

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doesn’t just sell wineTheir company changes women’s lives.

Before

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After

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Telling real stories of real

people

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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

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IMAGE CREDIT: http://r2-store.distractify.netdna-cdn.com/postimage/201409/40/ee863e2bed3ece8a5df865952f581379_650x.jpg

There’s got to be passion and authenticity at your core to attract and foster a community around your brand.

It’s the meaning beyond money that provides an opportunity for connection.

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Companies don’t build communities. People do.

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2Goals Identify what you want to accomplish both short-term and long-term.

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Everything starts with goals

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Visionary

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Business & Brand

Visionary

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Campaign Business & Brand

Visionary

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Your visionary goal is long-term

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Your visionary goal is long-term Your visionary goal is big picture

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Your visionary goal is long-term Your visionary goal is big picture Your visionary goal is motivation

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IMAGE CREDIT: https://40.media.tumblr.com/tumblr_md1gajx17P1r858eko1_500.jpg

Revisit your Visionary goal.

Every

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3-5 years

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“Within 3-5 years we want to become a household name.”

Visionary Goal

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Business and Brand goals are accessible

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Business and Brand goals are accessible Business and Brand goals are connectors

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Business and Brand goals are accessible Business and Brand goals are connectors

Business and Brand goals are balanced

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IMAGE CREDIT: http://bit.ly/1vB6x4g

Relate to revenue and keep the focus on growth.

Business

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Goals

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“We want to increase quality leads.”

Business Goal

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IMAGE CREDIT: http://www.onelittlevoice.co.uk/wp-content/uploads/2012/06/Map-Cat.jpg

Keep the focus on building a better company.

Brand

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Goals

IMAGE CREDIT: http://images.fineartamerica.com/images-medium-large/kitten-playing-with-building-blocks-martin-poole.jpg

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“We want to earn trust and become an exemplary company.”

Brand Goal

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Campaign goals are short-term

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Campaign goals are short-term Campaign goals are tied to tactics

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Campaign goals are short-term Campaign goals are tied to tactics

Campaign goals are your momentum

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Revisit your Campaign goals.

Every

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90 Days

IMAGE CREDIT: http://www.onelittlevoice.co.uk/wp-content/uploads/2012/06/Map-Cat.jpg

#C3NY

`

“Increase conversion rate by 10% over the next 12 months.”

Campaign Goal

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“Earn media coverage from Huffington Post within 9 months.”

Campaign Goal

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“Increase community conversation by 35% within 6 months.”

Campaign Goal

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All of your goals should align with your Visionary Goal.

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Campaign Goals

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Business & Brand

Goals

Campaign Goals

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Visionary Goal

Business & Brand

Goals

Campaign Goals

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3Priorities Determine what to focus on for the next 90 days.

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Build your strategy based on priorities for the next 90 days

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Year-long marketing plans are not agile.

IMAGE CREDIT: http://blocktalk.wpengine.netdna-cdn.com/wp-content/uploads/2013/08/shutterstock_103570856.jpg

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IMAGE CREDIT: http://nellsdish.files.wordpress.com/2011/06/party-lights.jpg

Don’t be distracted by shiny objects.

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WIN

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what’s important now?

IMAGE CREDIT: http://www.pinterest.com/pin/412431278345105000/

Conduct An Assessment •Goals •Persona •Brand Positioning •Drivers & Risks •Unique Selling Prop •Competitive Analysis

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Identify and prioritize what belongs in strategy.

Run

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4 Helpful Lists

EXERCISE CREDIT: http://www.patersoncenter.com/stratop/stratop-business.html

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Determine what your audience needs.

Run

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Touchpoints

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

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Identify the top 3-5 strategic priorities for the next 90 days.

Determine

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Priorities

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Your priorities will drive the campaigns that fit within your integrated strategy.

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Prioritize the right things for your 90 day strategy

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4Tactics Break strategy down into tactics and deliverables that will accomplish goals.

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Your tactics become deliverables in your 90 day road map

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How are we gonna get there?

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Work from strategic priorities to campaign goals

to tactics

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Here is where your Campaign goals come into

play

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Communicate all deliverables and assign dates for

delivery

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Your measurement for

each Campaign aligns with goals

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Use the document to communicate

progress

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Your tactics will build the integrated experience.

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An integrated strategy goes way

deeper than optimizing a form on a website.

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I’m a lead

I interact

website

social

blog

offline

I submit a form

I interact

email

social

blog

offline

I become a consultant

I interact

email

community

blog

offline

mobile mobile mobile

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IMAGE CREDIT: http://bit.ly/Zx6T0h

Consider all of the elements of the experience.

Integrated

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Strategy

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Offline Tactics Identify and solve for gaps in communication between corporate expectations and the approach of sales teams.

IMAGE CREDIT: http://moz.com/google-algorithm-change

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Offline Tactics Train their sales team to more effectively handle leads. Provide guidance for how to be real, authentic, and genuine.

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Community Tactics Work with the internal community and brand advocates to make the brand transformation to be human.

IMAGE CREDIT: http://moz.com/google-algorithm-change

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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

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Content Tactics Develop and optimize the content that will address touchpoint questions and provide the resources they need.

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Outreach Tactics Provide access to content through a variety of channels earning shares, links, traffic.

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Group A

Group B

Email Marketing Tactics Test and collect data to determine how to more effectively foster leads through the process.

IMAGE CREDIT: http://moz.com/google-algorithm-change

A

B

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IMAGE CREDIT: http://moz.com/google-algorithm-change

A

B

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An integrated approach optimizes the whole experience, not just the lead form.

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Your tactics bring your integrated strategy to fruition

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5 Execution Accomplish all of the tasks that get you closer to your goals.

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Begin executing all the things on your 90 day road map

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IMAGE CREDIT: http://memestorage.com/_nw/48/69607769.jpg

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6Catapult Assess data, identify trends and opportunities, and adjust the strategy.

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While you continue to execute strategy, assess progress every 30 days

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IMAGE CREDIT: http://sethgodin.typepad.com/seths_blog/2014/08/analytics-without-action.html

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Identify items in your

reports that need to be integrated

back into strategy

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Keep a record of action and update

each month to make progress

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Execute strategy for the first 30 days, and then run Catapult

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Continue strategy execution for another 30 days

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At 60 days, hold your next Catapult

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Continue executing strategy for another 30 days

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Conduct a final Catapult session at the end of the 90 day iteration

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So what comes after 90 days?

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7 Scrub Evaluate what was accomplished and determine direction for the next 90 days.

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At the 60-day mark, begin a scrub for development of the next 90 day strategy

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Don’t worry. You’re not starting from scratch.

IMAGE CREDIT: https://40.media.tumblr.com/tumblr_mdu232Swj91rxye79o1_500.jpg

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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

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Evaluate progress over the last 90 days.

Assess Data & Intuition

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Identify new challenges and realign priorities.

Run Four Helpful Lists

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Ensure alignment with your goals.

Go Back to Goals

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IMAGE CREDIT: http://www.thepeopleproject.com/share-a-quote.php

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Sometimes you gotta slow down to speed up.

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Integrated Results

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What results have

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looked like for clients.

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56%increase in

organic traffic

Our client’s growth within

8 months

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56%increase in

organic traffic

97%increase in

returning visits

Our client’s growth within

8 months

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56%increase in

organic traffic

97%increase in

returning visits

146%increase in

FB referrals

Our client’s growth within

8 months

But wait, there’s more.

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@mackfogelson#C3NY

48%increase in

applause

Our client’s growth within

8 months

(likes & favorites)

48%increase in

applause

78%increase in

amplification

Our client’s growth within

8 months

(likes & favorites) (RTs & shares)

@mackfogelson#C3NY

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)

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increase in leads

11%

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Not just any leads. The right leads.

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What results have

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looked like for Mack Web.

An integrated approach is the long game. Expect a 2-3 year ramp up for momentum.

This is where Mack Web started

integrated efforts

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But that doesn’t mean you won’t have lots of victories along the way.

This is where Mack Web started

integrated efforts

This was our first feature on the Moz Top 10

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This was the launch of our

community building guide

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

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IMAGE CREDIT: http://blog.hubspot.com/marketing/slideshare-presentations-inform-inspire-entertain

At year 2, we started to see more consistent

organic brand recognition

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Lots of people and companies we

respected started sharing our stuff

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0

5

10

15

20

25

2012 2014

3-5 / month

20-25 / month

We gradually saw a big increase in leads over that two-year

period

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Most importantly, we have clarity about our meaning.

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Why Integrated Works

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An integrated approach is independent of platform.

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But remember…

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You can’t buy a community.

IMAGE CREDIT: http://www.pinterest.com/pin/18295942211056286/

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Lead with meaning and authenticity.

IMAGE CREDIT: http://www.pinterest.com/pin/37084396906185354/

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IMAGE CREDIT: https://twitter.com/avinash/status/513840275853021185

Start with goals to drive growth.

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IMAGE CREDIT: https://33.media.tumblr.com/dc3748dc8384f5122738eb1df44ef491/tumblr_ncrkf5XCNg1teja04o1_500.jpg

Focus on the right things.

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This shit takes time and it doesn’t scale.

IMAGE CREDIT: http://nanoanno.tumblr.com/post/44248490215/absolutely-everything-about-this

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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

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