Transcript
Page 1: Are We There Yet? A 12-Month Community Building Case Study

@Mackfogelson

!" #$"%"yet?

!"#

A CASE STUDY

http://imgfave.com/kaycee

Page 2: Are We There Yet? A 12-Month Community Building Case Study

is hard.

$%&'(&)* +

@Mackfogelson

community

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Sdifferent

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&'(()*+#,

building&,

for every single company out there

@Mackfogelson

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@Mackfogelson

this is -)# +)( + .+'/ years of #//-"0.

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@Mackfogelson

this is /&1# years of #//-"0.

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@Mackfogelson

this is /&1# years of #//-"0.

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@Mackfogelson

this is ,#1#) years of #//-"0.

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Sbuild a community?

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bother0-

there’s three pretty good reasons

@Mackfogelson

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many companies don’t invest in community building. start now before they do.

&%)/$ ,')% 0'(1"#+#+'*

@Mackfogelson

http://www.muscleandfitness.com/training/arms/get-grip-0

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communities are full of people who know other people who are like them.

2"# #$" %+3$# 0)/#'("%/

@Mackfogelson

http://pinterest.com/pin/258042253622760857/

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communities develop brand advocates who become your business development team.

4'!"% 506)+/+#+'* 0'/#/

@Mackfogelson

http://radio.foxnews.com/toddstarnes/top-stories/lsu-group-wants-football-fans-to-wear-crosses.html

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from interruption to being a part of a customer’s life.

2.# shift

@Mackfogelson

- Avinash kaushik -

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- services based- boring niche- non-tech savvy audience-18 month avg sales cycle

@Mackfogelson

&5/" -#)7,

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74% +*0%"5/" in traffic 3#+"--1#"-3#+"

@Mackfogelson

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referrals from ,-4&+' )#05-"6 before

@Mackfogelson

LinkedIn

Facebook

Google+

TWitter

Blogger

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@Mackfogelson

LinkedIn

Facebook

Google+

TWitter

Blogger

referrals from ,-4&+' )#05-"6 after

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email marketing & blog drove 4,000 .+/+#/ in 12 ('*#$/

@Mackfogelson

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@Mackfogelson@Mackfogelson

8",Take

0.#

AWAYS

http://52flea.blogspot.com/2012/06/71-keys-and-more.html

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1.@Mackfogelson

The process!44#'#"+0#

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2.@Mackfogelson

goals not tools$%&'( /"-7

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3.@Mackfogelson

all the right things8#+,%"#

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1.@Mackfogelson

This community building STUFFtakes a long time to gain traction.be flexible & learn to adjust quickly.

The process!44#'#"+0#

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@Mackfogelson

!"planned

5.+0

ON DOINGhttp://www.extratv.com/2012/04/05/the-extra-list-all-things-titanic/

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@Mackfogelson

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@Mackfogelson

9-77%)&03 $%&'(&)*Foundational stuff Time

research & persona developmentBlog Integrationsocial media & email marketing setupintial strategyrevamp nav structure/transform pagesoptimize website

30 days

30 days

30 days

60 days

60 days

60 days

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@Mackfogelson

#$+*3/actually

.-5

WENT DOWN http://media-cache-ec0.pinimg.com/originals/20/ea/44/20ea44376b154f36a70a3e224c9b3f0b.jpg

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@Mackfogelson

9-77%)&03 $%&'(&)*Foundational stuff Time

research & persona stuffBlog Integrationsocial media & email marketing setupintial strategyrevamp nav structure/transform pagesoptimize website

30 days

30 days

30 days

60 days

9 Months

9 months

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@Mackfogelson

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hold up progress

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9'*’# :"# #$"

FOUNDATIONAL,0%//

execute all phases simultaneously

@Mackfogelson

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@Mackfogelson

bit.ly/17jYRY6

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2.@Mackfogelson

focus your efforts on getting the right things done to grow your community and your business.

goals not tools$%&'( /"-7

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@Mackfogelson

!"planned

5.+0

ON DOING http://blog.gigmasters.com/parties-we-love-super-bowl-edition/

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@Mackfogelson

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@Mackfogelson

:)(%,0"3 ;<=#"0&,#thought leadership goal breakdown

Push government innovation & efficiency

Drive neighborhood & Community improvement

change perception of city government

bridge the gap between building dept &community development services

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@Mackfogelson

#$+*3/actually

.-5

WENT DOWN http://www.retronaut.co/2012/07/hurdles-olympic-games-1948/

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Sreach their goals

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basic routine0-

HEre’s what we did to build community

@Mackfogelson

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-#%5#"3,

@Mackfogelson

develop a new strategy once/quarter.

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develop & optimize content each month.

&'*#"*#

@Mackfogelson

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@Mackfogelson

mix between ="-7-0&-)+' & 1+'%#-("&1#) content

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COnduct pre & post outreach for all content.<)#%"50$

@Mackfogelson

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Send all content via email marketing.

=(5+:

@Mackfogelson

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share content createdvia social media outlets.

-'0+5:

@Mackfogelson

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share other people’sstuff via social media.

&'(()*+#,

@Mackfogelson

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engage & manage thefrontline 2 days/week.

&'(()*+#,

@Mackfogelson

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&'(()*+#,

@Mackfogelson

monitor & provide suggestions 3 days/week.

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build relationships both on & offline.

&'(()*+#,

@Mackfogelson

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guide offline efforts through strategy.

&'(()*+#,

@Mackfogelson

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@Mackfogelson

>%5+*+*3provide social & community training as needed.

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?*5:,/+/

@Mackfogelson

communicate via Weekly standups & monthly evaluation.

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@Mackfogelson

>- +'' 0.# 2.&)*,SAFEbuilt’s community building checklist

content, seo & outreachemail marketingsocial mediacommunity managementtrainingstrategy & analysis

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@"50$+*3 2'5:/

@Mackfogelson

efforts resulted in 74% increase in traffic year/year

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@Mackfogelson

#//-"0, also contributed to working toward *-+',

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@Mackfogelson

!" LEARNED

5.+0

FROM ALL OF THIShttp://magazine.liquida.it/2012/08/31/anche-gli-animali-vanno-a-scuola/animals_school1/

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quality vs. quantity

>$" @+3$# >5%3"#/

@Mackfogelson

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@Mackfogelson

9-77%)&03 $%&'(&)*improvements in audience engagement

starting & having conversations

increasing who shares content

increasing applause & activity levels

getting the content right

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@Mackfogelson

9-77%)&03 $%&'(&)*improvements in long-term relationships

Leverage offline community

transform friends into brand advocates

increase subscribers to blog & email

increase pre & post customer outreach

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3.@Mackfogelson

you must prove the value of your efforts so that you can earn your budgets.

all the right things8#+,%"#

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@Mackfogelson

!"planned

5.+0

ON DOINGhttp://media-cache-ak0.pinimg.com/originals/bf/1c/44/bf1c446544a10ecc1466f809136ad331.jpg

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@Mackfogelson

8#+,%"# ,-7# ,0%//prove value of community building efforts

track events in google analyticsTrack form submissionsset up & monitor custom dashboardsPlace annotations in google analyticsutilize social media tools

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@Mackfogelson

#$+*3/actually

.-5

WENT DOWN http://pinterest.com/pin/62980094761207803/

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=."%,#$+*3

@Mackfogelson

was up and to the right.

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getting more exposure than we ever have before.

?# +"#

@Mackfogelson

absolutely

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more visits through social media, email marketing, and the blog

than we ever have.

?# +"#

@Mackfogelson

driving

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@Mackfogelson

but

Page 66: Are We There Yet? A 12-Month Community Building Case Study

translated into increased sales, opportunities, or revenue?

I don’t think so.

@+, 0.#

@Mackfogelson

effort

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@Mackfogelson

http://www.keepcalm-o-matic.co.uk/gallery/#/i/302149/

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@Mackfogelson

!" LEARNED

5.+0

FROM ALL OF THIShttp://www.troll.me/2012/12/14/uncategorized/alright-cya/

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of your efforts with the right metrics.

A-% .+1# 0-

@Mackfogelson

prove the value

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what do you track instead?

B- 5.#) 3-% 4+)’0

@Mackfogelson

track roi directly

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KPIs and social media metrics for community building

via @tyler_brooks.

8#+,%"&)*

@Mackfogelson

community

bit.ly/18r7E7L

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Indicators

9-77%)&03

@Mackfogelson

Building

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@Mackfogelson

8#+,%"# 0.&, B0%//The obvious community building indicators

engaged followers, social shares & applauseadvanced segments related to contentclick-throughs on socialy shared contentbrand mentions & conversationsTraffic from social: visits & pageviews comments & subscribers

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ROI

8#0"&4,

@Mackfogelson

related to

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@Mackfogelson

8#+,%"# 0.&, B0%//roi related metrics

direct conversionsmicro conversionscustomer acquisition costbrand equity

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an activity doesn’t have tangible roi doesn’t mean that it’s not valuable or useful.

C%,0 because

@Mackfogelson

- @hannah_bo_banna -

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@Mackfogelson

-#)AAis

2.&,

MESSY

http://devonannephotography.com/

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@Mackfogelson

http://media-cache-ec0.pinimg.com/originals/0a/f7/66/0af766c2e273bda5fb4fa75c526d9815.jpg

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b@Mackfogelson

2.+)6 3-%

bOur blog - www.mackwebsolutions.com/blogLink Bundle - bitly.com/bundles/mackwebsolutions/5

free communty building guide signup - http://building-online-communities.mackwebsolutions.com