Lean Community Building: Getting the Most Bang for Your Time & Money
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Lean Community Building Getting the Most Bang for Your Time & Money Jennifer Sable Lopez Director of Community at Moz @jennita
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You want to grow your organization's community, but that simply takes more time, money, and general people power than you have access to. Jen walks you through some ways to grow and focus on your community while on a small budget, with limited resources. You'll walk away with tools and tips to help you on your way to community bliss.
Transcript of Lean Community Building: Getting the Most Bang for Your Time & Money
Lean Community Building Getting the Most Bang for
Your Time & Money
Jennifer Sable Lopez Director of Community at Moz
@jennita
When you hear
“Community”
Yet another buzzword?
Why should I care about
building a Community?
They’re Searching for You
All Over the Web
@jennita
They’re your Customers
@jennita
And They Review you
@jennita
They Share Your Stuff
http://www.bettycrocker.com/recipes/chex-muddy-buddies/ @jennita
Yep, They Link to You
http://mz.cm/184s3pi @jennita
They Tell their Friends
@jennita
+ Stick Around in Bad Times
@jennita
They Make Marketing Easier
COMMUNITY
@jennita
Community!
Moz Then and Now…
A Peek Into the Past
@jennita
Lots of Blog Posts…
But, not a lot of conversation
@jennita
RSS Feed Circa 2008
Not bad, dude!
@jennita
Social Stats – Nov. 2009
~800 “fans” We hadn’t claimed
our URL!
~4,000 Followers
@jennita
Blog Traffic – Jan. 2010
394,000 Pageviews!!!
@jennita
Who Managed the Community?
No one… until 2009
@jennita
Let’s Look at Today
A Post From April 2014
Blog Traffic – Sept. 2014
998,046 vs 394,000
@jennita
Google+
@jennita
Who Manages it Now?
Numbers shmumbers…
How Do you Do it?
Consistency is Key
Blog started in 2004.!By August 2005, Rand alone already had 518 Blog posts.!
@jennita
Encourage Engagement
@jennita
Increase Engagement Via Email
*You* Have to Engage As Well
One of our developers in the comments
Be a Part of the Community
@jennita
Follow a Consistent Code
Promote Community Members
All Over the Place!
@jennita
Let Them Easily Find Each Other
@jennita
Have them Compete
…And Earn Stuff
Have a Plan
Stick to Your Rules
Let these be your guide
In the Forum
@jennita
In Blog Comments
@jennita
On Social Media
@jennita
The Little Stuff Counts
@jennita
Take it Offline
@jennita
IRL FTW!
Have a Personality
Don’t be a robot, yo.
@jennita
On All Channels
@jennita
It’s a Team Sport
Holy crap.
That’s a lot of work!
You’re Small, Who Has Time?
Assess Internal Resources
A Blogger in the Midst?
Who Has a Large Network?
Or, a Social Media Enthusiast
@jennita
A Dev, to Champion Ideas?
Relevant to our interests!!
@jennita
All Part of the Community
Now, let’s get sh** done.
Make your content
do some of the work
Let’s Look at this Post
@jennita
How it Looks in Search
Ooooh Noms!!!
449 calories!!
Author has other recipes!
@jennita
And on Facebook
@jennita
What about Twitter?
@jennita
Boom. Pinterest.
@jennita
Overall Experience?
That content is making sharing so easy! J
@jennita
How Can I Do That?
@jennita
Start With Open Graph
How Open Graph Works
@jennita
On-Page Title + Title Tag!
Title When Shared on FB!
@jennita
OpenGraph – http://ogp.me
!<!-- Open Graph data -->!<meta property="og:title" content="Title Here" />!!<meta property="og:type" content="article" />!!<meta property="og:url" content="http://www.example.com/" />!!<meta property="og:image" content="http://example.com/image.jpg" />!!<meta property="og:description" content="Description Here" />! !
@jennita
Facebook Debugger
https://developers.facebook.com/tools/debug!
@jennita
Facebook Debugger
If your page isn’t showing up properly in FB!
@jennita
Facebook Debugger
Or you have an old version of the page cached in FB!
@jennita
Facebook Debugger
Use the FB Debugger to re-cache!!
@jennita
Twitter Cards
Regular Text Tweet
Snooze...
@jennita
Summary Card (default)
Community
WIN!!
@jennita
Summary Card Large Image
Community
@jennita
Twitter Card Code !<!-- Twitter card data -->!<meta name="twitter:card" content="summary">!!<meta name="twitter:site" content="@twitterhandle">!!<meta name="twitter:creator" content="@AuthorTwitter”> ! !<meta name="twitter:title" content=”Title specific to Twitter – short works great!">!!<meta name="twitter:description" content=”Remember this is being shared on Twitter, make it enticing to the FB user.">!!<meta name="twitter:image" content=”image URL for the image you want to display">!!
@jennita
Twitter Card Validator
https://dev.twitter.com/docs/cards/validation/validator!@jennita
Add Your Site
@jennita
Twitter Card Analytics
@jennita
Twitter Card Analytics
@jennita
Whew.
Now… engage!
Sprout Social
Inbox 0 is the goal!Social Inbox!@jennita
Sprout Social Connect multiple accounts!Choose what to display!
@jennita
IFTTT
Show Off Pics Better
Read Them When you Can
Backup your Work
Bitly
When do we get the most clicks?!
Bitly
Find the influencers clicking on your links!
@jennita
@jennita
TrueSocialMetrics
Measure engagement!
Rival IQ
@jennita
Which content is doing well for “competitors”? !
Start Small. Expand when
you can.
Focus on
Community… Everything else gets
just a little bit easier.
☺
Jennifer Sable Lopez Director of Community at Moz
@jennita !!
Thank You
Tools Mentioned
Ø FollowerWonk
Ø SproutSocial
Ø Bitly
Ø IFTTT
Ø TrueSocialMetrics
Ø RivalIQ
Resources
Ø Measure Social – http://moz.com/blog/social-engagement-metrics-that-matter
Ø Social Meta Data Templates – http://moz.com/blog/meta-data-templates-123
Ø IFTTT Recipes for Marketers – http://www.seerinteractive.com/blog/ifttt-recipes-for-marketers
Ø Open Graph – http://ogp.me/
Ø Twitter Cards – https://dev.twitter.com/cards/overview
