Building a Community can feel like a daunting task, but you know the investment can be invaluable. You’ll have to get your hands dirty, get creative, and analyze the data to make it happen. In this session Jen Sable Lopez, Director of Community at Moz, will talk goals, tactics, measurement, and give tons of real-life examples to help you build and keep a healthy community for your organization. Learn how to: Grow and develop community Gain insights into how Moz runs their community Adopt best practices from Jen Sable Lopez

1. The Art & Science
of
Building a Great
By Jennifer Sable Lopez
Director of Community at Moz
@jennita

2. Community.
The Latest
Buzzword?

3. Why Should I Care
About
Building a

4. They’re Searching for You
@jennita
#MNSearch

5. And Not Just on Google
@jennita
#MNSearch

6. They’re Your Customers
@jennita
#MNSearch

7. They Review You
@jennita
#MNSearch

8. They Share Your Stuff
@jennita
#MNSearch
http://www.bettycrocker.com/recipes/chex-muddy-buddies/

9. Psst… They LINK to You
@jennita
#MNSearch
http://mz.cm/184s3pi

10. They Tell Their Friends
About You
@jennita
#MNSearch

11. They Stick Around When
You Fail
@jennita
#MNSearch

12. They Make Marketing
Easier
COMM
@jennita
#MNSearch

13. Ok, Let’s Start
Building!

14. 1. What do you
Want to Achieve?

15. Start With the
Organization’s Goals
http://moz.com/rand/vision-based-framework/
@jennita
#MNSearch

16. Start With the
Organization’s Goals
http://moz.com/rand/vision-based-framework/
@jennita
#MNSearch

17. How Can Community
Help Reach The Goal?
Reach an average of 10
comments per post
Increase community
engagement on Google+
by 10%
Create plan for on-site community
engagement
Increase community engagement
on Facebook by 17%.
@jennita
#MNSearch

18. Let’s Pick One
Increase community
engagement on Google+
by 10%
@jennita
#MNSearch

19. Why is it Important?
Increase community engagement
on Google+ by 10%.
Increased engagement leads to
greater knowledge of inbound
marketing in the greater
community and reaches a
broader marketing audience.
@jennita
#MNSearch

20. How Will You Take Action?
How will we increase these numbers?
Post non-Moz content 3x per week
Hang outs!!
Open ended marketing questions
Think about SEO value when publishing G+ posts
Great reference: http://www.blindfiveyearold.com/google-plus-seo
@jennita
#MNSearch

21. Talk About These Goals with
Everyone
@jennita
#MNSearch

22. 2. Make it
Someone’s Job

23. Internal or External
@jennita
#MNSearch
http://mz.cm/1hepCBM

24. Empower Them to Reach
Their Goals
http://socialfresh.com/community-manager-report-2012/
@jennita
#MNSearch

25. Give Them the Means to
Take Action
@jennita
#MNSearch

26. Make it a *Thing* in Your
Organization
http://mz.cm/1c4MdNp
@jennita
#MNSearch

27. 3. Find the People
for
Your Community
+ What They Care About

28. Find what people are
saying about themselves
@jennita
#MNSearch

29. Followerwonk
By hovering over a name, you get more info about the person’s engagement, how often they tweet with URLs, as
well as their retweets. This is an excellent way to see if they’re someone who just spits out content, or actually
engages with their followers.
@jennita
#MNSearch

30. Followerwonk
@jennita
#MNSearch

31. Twitter Search
@jennita
#MNSearch

32. Google+ Search
@jennita
#MNSearch

33. Google+ Ripples
@jennita
#MNSearch

34. Pinterest
@jennita
#MNSearch

35. Pinterest – What do specific
people pin?
@jennita
#MNSearch

36. Rapportive
Jackpot baby!
@jennita
#MNSearch

37. Quora
@jennita
#MNSearch
What types of questions
do they ask/answer?

38. Whew.
Now… Engage!
4. Do All The Things

39. Be a Part of the Community
@jennita
#MNSearch

40. Transparency Works Best
@jennita
#MNSearch

41. Take it Offline
https://vine.co/v/bP2UI5BJlK0
@jennita
#MNSearch

42. You’ll Need to be Consistent
SEOmoz Twitter
May 2009
@jennita
#MNSearch

43. Because, Consistency is Key
Moz Twitter
October 2013
@jennita
#MNSearch

44. In All Channels
Blog started in 2004.
By August 2005, Rand alone
already had 518 Blog posts.
@jennita
#MNSearch

45. Buffer
Schedule tweets +
Review Analytics
@jennita
#MNSearch

46. Create a Content Roundup
@jennita
#MNSearch

47. Promoting Them =
Promoting You
@jennita
#MNSearch

48. Talk About What *They* Care
About
@jennita
#MNSearch

49. And What *They* Love
@jennita
#MNSearch

50. 5. Measure All The
Things

51. What Are Your KPIs?
Increase community
engagement on Google+
by 10%
@jennita
#MNSearch

52. Capture Numbers Weekly
@jennita
#MNSearch

53. How Does This Change
Google + Engagement
Month over Month?
@jennita
#MNSearch

54. Know How Individual Posts
Do
@jennita
#MNSearch

55. TrueSocialMetrics
@jennita
#MNSearch

56. What content gets
the
best engagement?

57. On Facebook – Using
Insights
@jennita
#MNSearch

58. In May 2013… We
weren’t paying attention
We were posting
more links…
@jennita
#MNSearch
But our photos had
better engagement!

59. How about today?
Well, we post
more photos!
@jennita
#MNSearch
Plus we started
adding just text posts

60. And Twitter?
What gets
retweeted?
@jennita
#MNSearch

61. Content w/ the
most reach

62. Well hello, Google+
@jennita
#MNSearch

63. Why Care About the
Negatives?

64. Followerwonk

65. Spammers or real
people?

66. Facebook Unlikes?
What happened here?
@jennita
#MNSearch

67. Too many posts?
@jennita
#MNSearch

68. 6. Test All The
Things
Such as…

69. What’s the best time of
day to
_____?

70. Send a Tweet?
Tweet #2
Tweet #1
@jennita
#MNSearch

71. When are you active?
Tweet #2
Tweet #1
@jennita
#MNSearch

72. You can also use Twitter
Analytics
@jennita
#MNSearch

73. Post to Facebook?
“The average number of your fans who saw any
posts on Facebook by day of the week.”
@jennita
#MNSearch

74. A wee bit more helpful?
@jennita
#MNSearch

75. Try PageLever Now
Notice a trend?

76. Or SimplyMeasured
@jennita
#MNSearch

77. Publish a Blog Post?
Publishing time
2-3am Pacific
@jennita
#MNSearch

78. Test a Different Time
Publishing time
~Midnight Pacific
@jennita
#MNSearch

79. When do you get the
most clicks?
@jennita
#MNSearch

80. A Good Place to Start
http://blog.bufferapp.com/best-time-to-tweet-post-tofacebook-send-emails-publish-blogposts
@jennita
#MNSearch

81. Set your goals
Make Community a
priority
Know your people
Be human and care

82. Building
Community
A bit of Science, a

83. Thank You
Jennifer Sable Lopez
Director of Community at Moz
@jennita
jen@moz.com

84. Free/Freemium
Bitly https://bitly.com/
Tools Mentioned
Buffer https://bufferapp.com/
Facebook
https://www.facebook.com/insights/
FollowerWonk
https://followerwonk.com/
Simply Measured
http://simplymeasured.com/

85. Paid Tools
SocialEngage
Mentioned
http://www.exacttarget.com/products/socialmedia-marketing
SproutSocial
http://sproutsocial.com/
Unified
(aka PageLever)
http://www.unifiedsocial.com/platform/insight