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

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+ Stick Around in Bad Times

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They Make Marketing Easier

COMMUNITY

@jennita

Community!

Moz Then and Now…

A Peek Into the Past

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Lots of Blog Posts…

But, not a lot of conversation

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RSS Feed Circa 2008

Not bad, dude!

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Social Stats – Nov. 2009

~800 “fans” We hadn’t claimed

our URL!

~4,000 Followers

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Blog Traffic – Jan. 2010

394,000 Pageviews!!!

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Who Managed the Community?

No one… until 2009

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Let’s Look at Today

A Post From April 2014

Blog Traffic – Sept. 2014

998,046 vs 394,000

Twitter

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Facebook

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.!

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Encourage Engagement

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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!

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Let Them Easily Find Each Other

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Have them Compete

…And Earn Stuff

Have a Plan

Stick to Your Rules

Let these be your guide

In the Forum

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In Blog Comments

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On Social Media

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The Little Stuff Counts

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Take it Offline

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IRL FTW!

Have a Personality

Don’t be a robot, yo.

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On All Channels

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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!

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And on Facebook

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What about Twitter?

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Boom. Pinterest.

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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!

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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!

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Facebook Debugger

Use the FB Debugger to re-cache!!

@jennita

Twitter Cards

Regular Text Tweet

Snooze...

@jennita

Summary Card (default)

Community

WIN!!

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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

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Twitter Card Analytics

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Twitter Card Analytics

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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