SEARCHLOVE DAN DIEGO 2013-Mackenzie Fogelson

Are We There Yet?

Transcript

1. @Mackfogelson yet? A CASE STUDY http://imgfave.com/kaycee
2. is hard. @Mackfogelson community
3. S different b building for every single company out there @Mackfogelson
4. @Mackfogelson this is years of .
5. @Mackfogelson this is years of .
6. @Mackfogelson this is years of .
7. @Mackfogelson this is years of .
8. S build a community? b bother there’s three pretty good reasons @Mackfogelson
9. many companies don’t invest in community building. start now before they do. @Mackfogelson http://www.muscleandfitness.com/training/arms/get-grip-0
10. communities are full of people who know other people who are like them. @Mackfogelson http://pinterest.com/pin/258042253622760857/
11. communities develop brand advocates who become your business development team. @Mackfogelson http://radio.foxnews.com/toddstarnes/top-stories/lsu-group-wants-football-fans-to-wear-crosses.html
12. from interruption to being a part of a customer’s life. shift @Mackfogelson - Avinash kaushik -
13. - services based - boring niche - non-tech savvy audience -18 month avg sales cycle @Mackfogelson
14. 74% in traffic - - @Mackfogelson
15. referrals from before @Mackfogelson LinkedIn Facebook Google+ TWitter Blogger
16. @Mackfogelson LinkedIn Facebook Google+ TWitter Blogger referrals from after
17. email marketing & blog drove 4,000 in 12 @Mackfogelson
18. @Mackfogelson @Mackfogelson Take AWAYS http://52flea.blogspot.com/2012/06/71-keys-and-more.html
19. 1. @Mackfogelson The process
20. 2. @Mackfogelson goals not tools
21. 3. @Mackfogelson all the right things
22. 1. @Mackfogelson This community building STUFF takes a long time to gain traction. be flexible & learn to adjust quickly. The process
23. @Mackfogelson planned ON DOING http://www.extratv.com/2012/04/05/the-extra-list-all-things-titanic/
24. @Mackfogelson
25. @Mackfogelson Foundational stuff Time research & persona development Blog Integration social media & email marketing setup intial strategy revamp nav structure/transform pages optimize website 30 days 30 days 30 days 60 days 60 days 60 days
26. @Mackfogelson actually WENT DOWN http://media-cache-ec0.pinimg.com/originals/20/ea/44/20ea44376b154f36a70a3e224c9b3f0b.jpg
27. @Mackfogelson Foundational stuff Time research & persona stuff Blog Integration social media & email marketing setup intial strategy revamp nav structure/transform pages optimize website 30 days 30 days 30 days 60 days 9 Months 9 months
28. @Mackfogelson LEARNED FROM ALL OF THIS http://www.signoutfitters.com/images/view.aspx?productId=338
29. @Mackfogelson
30. hold up progress b ’ FOUNDATIONAL execute all phases simultaneously @Mackfogelson
31. @Mackfogelson bit.ly/17jYRY6
32. 2. @Mackfogelson focus your efforts on getting the right things done to grow your community and your business. goals not tools
33. @Mackfogelson planned ON DOING http://blog.gigmasters.com/parties-we-love-super-bowl-edition/
34. @Mackfogelson
35. @Mackfogelson 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
36. @Mackfogelson actually WENT DOWN http://www.retronaut.co/2012/07/hurdles-olympic-games-1948/
37. S reach their goals b basic routine HEre’s what we did to build community @Mackfogelson
38. @Mackfogelson develop a new strategy once/quarter.
39. develop & optimize content each month. @Mackfogelson
40. @Mackfogelson mix between & - content
41. COnduct pre & post outreach for all content. @Mackfogelson
42. Send all content via email marketing. @Mackfogelson
43. share content created via social media outlets. @Mackfogelson
44. share other people’s stuff via social media. @Mackfogelson
45. engage & manage the frontline 2 days/week. @Mackfogelson
46. @Mackfogelson monitor & provide suggestions 3 days/week.
47. build relationships both on & offline. @Mackfogelson
48. guide offline efforts through strategy. @Mackfogelson
49. @Mackfogelson provide social & community training as needed.
50. @Mackfogelson communicate via Weekly standups & monthly evaluation.
51. @Mackfogelson SAFEbuilt’s community building checklist content, seo & outreach email marketing social media community management training strategy & analysis
52. @Mackfogelson efforts resulted in 74% increase in traffic year/year
53. @Mackfogelson also contributed to working toward
54. @Mackfogelson LEARNED FROM ALL OF THIS http://magazine.liquida.it/2012/08/31/anche-gli-animali-vanno-a-scuola/animals_school1/
55. quality vs. quantity @Mackfogelson
56. @Mackfogelson improvements in audience engagement starting & having conversations increasing who shares content increasing applause & activity levels getting the content right
57. @Mackfogelson improvements in long-term relationships Leverage offline community transform friends into brand advocates increase subscribers to blog & email increase pre & post customer outreach
58. 3. @Mackfogelson you must prove the value of your efforts so that you can earn your budgets. all the right things
59. @Mackfogelson planned ON DOING http://media-cache-ak0.pinimg.com/originals/bf/1c/44/bf1c446544a10ecc1466f809136ad331.jpg
60. @Mackfogelson prove value of community building efforts track events in google analytics Track form submissions set up & monitor custom dashboards Place annotations in google analytics utilize social media tools
61. @Mackfogelson actually WENT DOWN http://pinterest.com/pin/62980094761207803/
62. @Mackfogelson was up and to the right.
63. getting more exposure than we ever have before. @Mackfogelson absolutely
64. more visits through social media, email marketing, and the blog than we ever have. @Mackfogelson driving
65. @Mackfogelson but
66. translated into increased sales, opportunities, or revenue? I don’t think so. @Mackfogelson effort
67. @Mackfogelson http://www.keepcalm-o-matic.co.uk/gallery/#/i/302149/
68. @Mackfogelson LEARNED FROM ALL OF THIS http://www.troll.me/2012/12/14/uncategorized/alright-cya/
69. of your efforts with the right metrics. @Mackfogelson prove the value
70. what do you track instead? ’ @Mackfogelson track roi directly
71. KPIs and social media metrics for community building via @tyler_brooks. @Mackfogelson community bit.ly/18r7E7L
72. Indicators @Mackfogelson Building
73. @Mackfogelson The obvious community building indicators engaged followers, social shares & applause advanced segments related to content click-throughs on socialy shared content brand mentions & conversations Traffic from social: visits & pageviews comments & subscribers
74. ROI @Mackfogelson related to
75. @Mackfogelson roi related metrics direct conversions micro conversions customer acquisition cost brand equity
76. an activity doesn’t have tangible roi doesn’t mean that it’s not valuable or useful. because @Mackfogelson - @hannah_bo_banna -
77. @Mackfogelson is MESSY http://devonannephotography.com/
78. @Mackfogelson http://media-cache-ec0.pinimg.com/originals/0a/f7/66/0af766c2e273bda5fb4fa75c526d9815.jpg
79. b @Mackfogelson b Our blog - www.mackwebsolutions.com/blog Link Bundle - bitly.com/bundles/mackwebsolutions/5 free communty building guide signup - http://building-online-communities.mackwebsolutions.com