are we there yet? a 12-month community building case study
DESCRIPTION
Community building is hard work and the process and results look different for every company. But with great effort comes great reward. Here's what we learned when building community for a company in a "boring" niche.TRANSCRIPT
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is hard.
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community
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for every single company out there
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this is -)# +)( + .+'/ years of #//-"0.
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this is /&1# years of #//-"0.
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this is /&1# years of #//-"0.
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this is ,#1#) years of #//-"0.
Sbuild a community?
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there’s three pretty good reasons
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many companies don’t invest in community building. start now before they do.
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http://www.muscleandfitness.com/training/arms/get-grip-0
communities are full of people who know other people who are like them.
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http://pinterest.com/pin/258042253622760857/
communities develop brand advocates who become your business development team.
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http://radio.foxnews.com/toddstarnes/top-stories/lsu-group-wants-football-fans-to-wear-crosses.html
from interruption to being a part of a customer’s life.
2.# shift
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- Avinash kaushik -
- services based- boring niche- non-tech savvy audience-18 month avg sales cycle
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&5/" -#)7,
74% +*0%"5/" in traffic 3#+"--1#"-3#+"
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referrals from ,-4&+' )#05-"6 before
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Google+
Blogger
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Google+
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referrals from ,-4&+' )#05-"6 after
email marketing & blog drove 4,000 .+/+#/ in 12 ('*#$/
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goals not tools$%&'( /"-7
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all the right things8#+,%"#
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This community building STUFFtakes a long time to gain traction.be flexible & learn to adjust quickly.
The process!44#'#"+0#
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!"planned
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ON DOINGhttp://www.extratv.com/2012/04/05/the-extra-list-all-things-titanic/
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9-77%)&03 $%&'(&)*Foundational stuff Time
research & persona developmentBlog Integrationsocial media & email marketing setupintial strategyrevamp nav structure/transform pagesoptimize website
30 days
30 days
30 days
60 days
60 days
60 days
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#$+*3/actually
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WENT DOWN http://media-cache-ec0.pinimg.com/originals/20/ea/44/20ea44376b154f36a70a3e224c9b3f0b.jpg
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9-77%)&03 $%&'(&)*Foundational stuff Time
research & persona stuffBlog Integrationsocial media & email marketing setupintial strategyrevamp nav structure/transform pagesoptimize website
30 days
30 days
30 days
60 days
9 Months
9 months
@Mackfogelson
!" LEARNED
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FROM ALL OF THIShttp://www.signoutfitters.com/images/view.aspx?productId=338
@Mackfogelson
hold up progress
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execute all phases simultaneously
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focus your efforts on getting the right things done to grow your community and your business.
goals not tools$%&'( /"-7
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!"planned
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ON DOING http://blog.gigmasters.com/parties-we-love-super-bowl-edition/
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:)(%,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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#$+*3/actually
.-5
WENT DOWN http://www.retronaut.co/2012/07/hurdles-olympic-games-1948/
Sreach their goals
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HEre’s what we did to build community
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develop a new strategy once/quarter.
develop & optimize content each month.
&'*#"*#
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mix between ="-7-0&-)+' & 1+'%#-("&1#) content
COnduct pre & post outreach for all content.<)#%"50$
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Send all content via email marketing.
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share content createdvia social media outlets.
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share other people’sstuff via social media.
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engage & manage thefrontline 2 days/week.
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monitor & provide suggestions 3 days/week.
build relationships both on & offline.
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guide offline efforts through strategy.
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>%5+*+*3provide social & community training as needed.
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communicate via Weekly standups & monthly evaluation.
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>- +'' 0.# 2.&)*,SAFEbuilt’s community building checklist
content, seo & outreachemail marketingsocial mediacommunity managementtrainingstrategy & analysis
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efforts resulted in 74% increase in traffic year/year
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#//-"0, also contributed to working toward *-+',
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!" LEARNED
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FROM ALL OF THIShttp://magazine.liquida.it/2012/08/31/anche-gli-animali-vanno-a-scuola/animals_school1/
quality vs. quantity
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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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9-77%)&03 $%&'(&)*improvements in long-term relationships
Leverage offline community
transform friends into brand advocates
increase subscribers to blog & email
increase pre & post customer outreach
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you must prove the value of your efforts so that you can earn your budgets.
all the right things8#+,%"#
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!"planned
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8#+,%"# ,-7# ,0%//prove value of community building efforts
track events in google analyticsTrack form submissionsset up & monitor custom dashboardsPlace annotations in google analyticsutilize social media tools
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#$+*3/actually
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WENT DOWN http://pinterest.com/pin/62980094761207803/
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was up and to the right.
getting more exposure than we ever have before.
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absolutely
more visits through social media, email marketing, and the blog
than we ever have.
?# +"#
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driving
@Mackfogelson
but
translated into increased sales, opportunities, or revenue?
I don’t think so.
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effort
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http://www.keepcalm-o-matic.co.uk/gallery/#/i/302149/
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FROM ALL OF THIShttp://www.troll.me/2012/12/14/uncategorized/alright-cya/
of your efforts with the right metrics.
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prove the value
what do you track instead?
B- 5.#) 3-% 4+)’0
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track roi directly
KPIs and social media metrics for community building
via @tyler_brooks.
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community
bit.ly/18r7E7L
Indicators
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Building
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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
ROI
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related to
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8#+,%"# 0.&, B0%//roi related metrics
direct conversionsmicro conversionscustomer acquisition costbrand equity
an activity doesn’t have tangible roi doesn’t mean that it’s not valuable or useful.
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MESSY
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bOur blog - www.mackwebsolutions.com/blogLink Bundle - bitly.com/bundles/mackwebsolutions/5
free communty building guide signup - http://building-online-communities.mackwebsolutions.com