Community building is not about social media. It’s about people. It’s not about how many followers you have. It’s about truly becoming a valuable brand and then building an engaged audience around it. This deck walks through three of the biggest building blocks of community: the tools, the process, and the measurement.

1. Building Blocks
The Essentials of
Community Building
by Mack Fogelson
with
http://monotremu.blogspot.de/2012/04/blog-post.html

2. Building a Community
is a
better way
to build a business.
@MACKFOGELSON

3. Building a Community
is not about
the numbers
It’s about an engaged audience.
@MACKFOGELSON

4. The Key
T
P
This indicates a resource
This indicates a pro-tip
This indicates a page number in our guide
http://etsy.me/1b10Y1P
@MACKFOGELSON

5. The Truly Monumental Guide
to Building Online Communities
http://bit.ly/1bkMNru
@MACKFOGELSON

6. The Stuff
1
2
3
The tools
The process
The measurement
http://www.stack.com/2013/10/08/filling-healthy-snacks/
@MACKFOGELSON

7. The
Tools
http://www.cncmagicdesign.com/index_htm_files/1933.jpg
@MACKFOGELSON

8. But Wait.
Goals not Tools.
Even though we’re
talking tools first,
always
start with goals.
http://media-cache-ec0.pinimg.com/originals/6e/a8/50/6ea850d40da379d86ef63baf0ea1dfbd.jpg
@MACKFOGELSON

9. The Essential
Community Building Tools
P
32 in the Community Building guide
@MACKFOGELSON

10. content
SEO
social & PR
design & UX
cmgr
outreach
analytics
humans
email mktg
offline
http://www.pinterest.com/pin/401101910533970378/
@MACKFOGELSON

11. Your #1 goal with tools
Integrate
all the things.
@MACKFOGELSON

12. Content
Have purpose in your content.
Every piece of it tells your brand story.
http://media-cache-ak0.pinimg.com/originals/49/7a/d4/497ad47b801f64982a4ddbcbe40713a4.jpg
@MACKFOGELSON

13. SEO
Make it easy for people to find your stuff.
Optimize the entire experience.
http://img.groundspeak.com/waymarking/843445e7-395b-4ebe-8276-d6414d0daa3e.jpg
@MACKFOGELSON

14. Social Media
Don’t put your focus on tools.
What are you trying to accomplish?
http://mashable.com/2014/01/04/twitter-cake-video/?crlt.pid=camp.EKojSnQj4884
@MACKFOGELSON

15. Design & UX
Provide the best possible experience.
Strong design & UX builds trust.
http://betweenstudio.tumblr.com/#18
@MACKFOGELSON

16. In-Person Efforts
Offline is the new online.
There’s real people behind your brand.
http://media-cache-ak0.pinimg.com/originals/e4/d3/d1/e4d3d1d771535e564d5b030caca4ffb1.jpg
@MACKFOGELSON

17. Email Marketing
One of the best ways to
foster relationships and stay connected.
http://www.pinterest.com/pin/145593000427300955/
@MACKFOGELSON

18. We’re big fans of MailChimp
for Email Marketing and stuff
http://blog.mailchimp.com/the-story-behind-the-mailchimp-billboards/
http://mailchimp.com
@MACKFOGELSON

19. Targeted Outreach
Just because you build it
doesn’t mean they’ll come.
http://www.redbubble.com/people/prestonchick/works/11371286-field-of-dreams
@MACKFOGELSON

20. Use Followerwonk
for targeted outreach
photo credit URL goes here
http://followerwonk.com
@MACKFOGELSON

21. Watch the
Friends not Followers Hangout
http://bit.ly/1fsj9Ft
@MACKFOGELSON

22. Analytics
Prove the value of your efforts.
Make sure proper tracking is in place.
http://dribbble.com/shots/1218212-Stats-iPhone-UI/attachments/163239
@MACKFOGELSON

23. Use TrueSocialMetrics
to calculate true social ROI
http://www.truesocialmetrics.com/how-it-works
http://www.truesocialmetrics.com
@MACKFOGELSON

24. Give Sprout Social a try
Their interface is real pretty
http://sproutsocial.com/features/social-media-analytics
http://sproutsocial.com
@MACKFOGELSON

25. Community Manager
Even for small communities.
She can scale integrated marketing efforts.
http://www.flickr.com/photos/61095358@N00/3971291778
@MACKFOGELSON

26. Use Hootsuite
to manage your community
photo credit URL goes here
https://hootsuite.com
@MACKFOGELSON

27. I also heart Buffer
It’s great for scheduling
photo credit URL goes here
https://bufferapp.com
@MACKFOGELSON

28. But wait! There’s
More
Those are our staples.
@MACKFOGELSON

29. http://www.classic-play.com/bold-brilliant-beautiful-you/#more-26181
T
The best community building tool is YOU
@MACKFOGELSON

30. Always
Remember
Goals not Tools Integrate, don’t silo
for community
building success
@MACKFOGELSON

31. The
Process
http://plentyofcolour.com/2012/02/06/stepped-blocks-objects-of-desire/
@MACKFOGELSON

32. Community building in 5 Simple Steps
@MACKFOGELSON

33. Buckle up, kids
Here we go
http://media-cache-ec0.pinimg.com/originals/6a/27/d0/6a27d099c047365a931edc4bdfc0c8e2.jpg
@MACKFOGELSON

34. The Actual Process
of Building an Online Community
P
64 in the Community Building guide
@MACKFOGELSON

35. #1&2
Set Goals
& KPIs
http://media-cache-ak0.pinimg.com/originals/94/9f/d2/949fd2748c5411f17571293949441209.jpg
@MACKFOGELSON

36. Setting
Community Building Goals & KPIs
P
71 in the Community Building guide
@MACKFOGELSON

37. http://www.coolhunting.com/culture/whole-larder-love-book.php
T
Set goals for your whole business
@MACKFOGELSON

38. Setting Goals (not Tools)
as the Foundation of Your Marketing
http://moz.com/blog/setting-goals-not-tools-as-the-foundation-of-your-marketing-whiteboard-friday
http://bit.ly/19SJRC7
@MACKFOGELSON

39. Goals on
3 Levels
1
2
3
Revenue goals
Brand goals
User Experience goals
http://www.ikea.com/us/en/catalog/products/90163257/?cid=us|af|pinterest.com|90163257_20131220
@MACKFOGELSON

40. Set Integrated Marketing Goals & KPIs
with the SMART Framework
http://www.jeffbullas.com/2014/01/06/5-top-tips-for-content-marketing-success/
http://bit.ly/1fsteSD
@MACKFOGELSON

41. SMART
Goals
Specific
Measureable
Attainable
Realistic
Timely
http://www.sheknows.com/food-and-recipes/articles/1026993/cheesy-guacamole-field-goal-bites
@MACKFOGELSON

42. Specific
10% increase in software subscriptions.
30% increase in form submissions.
Thought leader on a specific topic your space.
http://www.deceptivemedia.co.uk/photoblog/roundel.html
@MACKFOGELSON

43. Measureable
Assign Key Performance Indicators
for revenue, brand, and UX goals.
http://food-and-cook.blogs.elle.es/2012/02/28/coulant-de-chocolate-molten-chocolate-cake-2/
@MACKFOGELSON

44. Sample KPIs
Measuring revenue, brand and UX
conversation, amplification, applause
branded & non-branded search traffic
unique visits
return visits
page depth
revenue
micro conversions
decrease in bounce rate
decrease in funnel abandonment rate
@MACKFOGELSON

45. Measuring Community:
KPIs and Social Media Metrics for
Community Building
http://bit.ly/1dk8c5t
@MACKFOGELSON

46. Attainable
Set challenging yet attainable goals.
Use data to determine trends.
http://www.awf.org/wildlife-conservation/elephant
@MACKFOGELSON

47. Realistic
Are the goals you’ve set practical?
Verify for feedback & buy-in.
http://media-cache-ak0.pinimg.com/originals/81/6b/51/816b514662a3035b53712f8c6cf98c46.jpg
@MACKFOGELSON

48. Timely
What’s the proposed time frame?
Be realistic.
http://media-cache-ec0.pinimg.com/originals/8e/f8/90/8ef890bd0a9b7fb2300fb35d00e9e282.jpg
@MACKFOGELSON

49. http://media-cache-ec0.pinimg.com/originals/bc/3e/12/bc3e12d36b43c39340c3d67fcdddc8c0.jpg
T
Setting goals & KPIs helps with buy-in
@MACKFOGELSON

50. Got all
That?
I’ve got more.
@MACKFOGELSON

51. #3
Develop a
Strategy.
http://www.hdwallpapers4ipad.com/photo/food_backgrounds/coffee_beans/10-0-204
@MACKFOGELSON

52. Developing Your
Community Building Strategy
P
81 in the Community Building guide
@MACKFOGELSON

53. Start by building
the foundation
http://media-cache-ak0.pinimg.com/originals/4e/43/f9/4e43f9018aca327a51e603cbfefab250.jpg
@MACKFOGELSON

54. Assess all the Stuff
Audit the website. Conduct a content
inventory. Analyze the competition.
Optimize all the things.
http://media-cache-ak0.pinimg.com/originals/22/a3/2e/22a32eeb554c6aa2f715479896461d2d.jpg
@MACKFOGELSON

55. Identify your Audience
Figure out exactly who you’re talking to.
Develop your persona.
http://www.pinterest.com/pin/426012445971073672/
@MACKFOGELSON

56. The Essential Persona Lifecycle:
Your Guide to Building and Using
Personas
http://www.amazon.com/The-Essential-Persona-Lifecycle-Building/dp/0123814189/ref=sr_1_1?
ie=UTF8&qid=1386865294&sr=8-1&keywords=the+essential+persona+lifecycle
http://amzn.to/1kyvyd4
@MACKFOGELSON

57. Identify your
Community
Use questions to identify seeds.
http://thankgoditsfirstgrade.blogspot.com/2013/11/anchor-charts-galore.html?m=1
@MACKFOGELSON

58. How to Identify an
Online Community for your Business
http://moz.com/blog/identifying-online-community
http://bit.ly/17AdHfz
@MACKFOGELSON

59. Questions
For identifying community seeds
who do you respect in your industry
(companies & people)?
what industries would you like to serve?
who are your partners?
to which organizations do you belong?
what blogs (industry or otherwise) do you read?
whose advice do you follow when you make
business decisions?
what events do you attend?
@MACKFOGELSON

60. Develop your
Engagement Pipeline
Keep track of
all the people and things.
http://clui.org/newsletter/spring-2009/trans-alaska-pipeline
@MACKFOGELSON

61. The Mack Web
Engagement Pipeline Spreadsheet
http://bit.ly/1m3HrTN
@MACKFOGELSON

62. Hold a Strategy Jam
Use the idea bucket.
Come to the jam prepared.
@MACKFOGELSON

63. http://bashooka.com/inspiration/cool-creative-calendar-design-ideas-for-2014/
T
Plan strategy for 90 days not 12 months
@MACKFOGELSON

64. http://media-cache-ak0.pinimg.com/originals/c2/2a/0b/c22a0b5d5c7fb19c3fd34c8ca46f1bcf.jpg
T
Prioritize short-term wins to earn trust
@MACKFOGELSON

65. Do you need a
Snack?
You’re almost there.
@MACKFOGELSON

66. #4
Execute that
Strategy.
http://media-cache-ak0.pinimg.com/originals/90/b6/c0/90b6c05943ef1a40ff193e69521fa7fe.jpg
@MACKFOGELSON

67. Executing
Your Community Building Strategy
photo credit URL goes here
P
97 in the Community Building guide
@MACKFOGELSON

68. Remember these
3
important things.
@MACKFOGELSON

69. Start Today
Don’t wait for perfect conditions
to build your community.
They don’t exist.
http://tshirtgroove.com/the-time-is-now-pigs-fly-t-shirt/
@MACKFOGELSON

70. Focus on Engagement
Remember it’s not about you.
Be customer and value-centric.
http://media-cache-ec0.pinimg.com/originals/fd/87/9d/fd879d2daebe9e26c55f8c85ef7b5b3d.jpg
@MACKFOGELSON

71. Building Community
with Value
photo credit URL goes here
http://bit.ly/17brhSX
@MACKFOGELSON

72. Make it a Team Effort
Great community building comes from
the stuff your whole team reads and writes.
http://www.janssensportsleadership.com/resources/team-building/
@MACKFOGELSON

73. The Mack Web Community Management
Knowledge Spreadsheet
http://media-cache-ec0.pinimg.com/originals/4c/0d/48/4c0d4868b3775523a0d7d587a137395b.jpg
http://bit.ly/1a33JVZ
@MACKFOGELSON

74. You just have
One
more to go.
@MACKFOGELSON

75. #5
Analyze your
Efforts.
http://www.etsy.com/listing/89190263/numbers-collage
@MACKFOGELSON

76. Analyze Your
Community Building Efforts
P
115 in the Community Building guide
@MACKFOGELSON

77. Always bring it back to
Goals
and KPIs, too
@MACKFOGELSON

78. Standups.
Have them weekly.
Keep everyone
accountable &
engaged.
http://www.flickr.com/photos/ce_andersen/8530130427/
@MACKFOGELSON

79. Meetings.
Have them monthly.
So that you can
communicate progress
on goals.
@MACKFOGELSON

80. Make sure you’re using the
Data
to effect change.
h/t @dohertyjf
@MACKFOGELSON

81. And that’s the Community Building process
@MACKFOGELSON

82. Good work.
Glad you made it through.
http://www.nationalgeographic.co.jp/photography/photos/photo_gallery.php?GALLERY_VignVCMId=best-podjuly-2010&class=268435456#/sleepy-grizzly-bear-ga.jpg
@MACKFOGELSON

83. Remember
this is a guide
Community building is different
for everyone
@MACKFOGELSON

84. The
Measurement
http://baenk.com/pink/measure-up/
@MACKFOGELSON

85. You’ll need to have the
buy-in
conversation.
@MACKFOGELSON

86. Communicate expectations on progress
90/6/12
and Return on Investment (ROI)
@MACKFOGELSON

87. 90 days
Expectations on Progress & ROI
The entire team (internal & external) is moving forward as a
unified group (same page, working toward the same goals)
A routine has been established (everyone knows what’s being
done and who’s responsible)
We’re beginning to build a foundation and establish trust and
authority in the right places (with the right people)
@MACKFOGELSON

88. 90 days
Expectations on Progress & ROI
We’re testing and experimenting in all channels to determine
what’s working
We’re engaging with existing customers and leveraging other
existing audiences and communities on and offline
@MACKFOGELSON

89. 6 months
Expectations on Progress & ROI
We’re continuing to test and experiment in all channels
Typically there is a noticeable increase in conversation,
amplification, applause, and social referral traffic
We now have a baseline of data illustrating trends
@MACKFOGELSON

90. 6 months
Expectations on Progress & ROI
We’re expanding our audience and building reach through
strategic campaigns and targeted engagement
Outreach efforts begin to open up; we’ve established some
trust and authority that earns opportunities in the space
@MACKFOGELSON

91. 12 months
Expectations on Progress & ROI
Momentum is becoming more natural; traffic has increased
consistently and social continues to build quality
relationships and present opportunities
The possibility of events and partnerships may open up (e.g.
speaking at conferences, collaboration with influencers and
partners)
@MACKFOGELSON

92. 12 months
Expectations on Progress & ROI
We have year/year data available
We can use the trust we’ve established in the brand to begin
pushing endeavors by using more creative content, bigger
content, and asking more of our relationships
@MACKFOGELSON

93. Measurement
is a conversation
of value
https://www.onekingslane.com/product/12789/596055?f=pin#.TzqeTB1zUHk.pinterest
@MACKFOGELSON

94. The value you’re adding
to the entire brand.
http://greenwichroundup.blogspot.com/2011/09/090311-two-thumbs-up-to-temple-sholom.html
@MACKFOGELSON

95. See, Think, Do: A Content, Marketing,
Measurement Business Framework
by Avinash Kaushik
photo credit URL goes here
http://bit.ly/1aQ5d4F
@MACKFOGELSON

96. What “see” Means
Get your brand, products, and content in
front of your target customers
so that they can begin to trust you.
http://hofferphotography.com/search/nathan
@MACKFOGELSON

97. What “think” Means
Do such an incredible job with
the experience that customers
keep you in mind when it’s time to buy.
http://www.ellentv.com/2013/11/27/caption-this-cute-surprise/?crlt.pid=camp.pp8ubUDYh5dx
@MACKFOGELSON

98. What “do” Means
Only a small portion of users actually
ever fall into this category.
The experience must be everywhere.
http://www.pinterest.com/pin/78742693458164024/
@MACKFOGELSON

99. Sample KPIs
Measuring revenue, brand and UX
conversation, amplification, applause
branded & non-branded search traffic
unique visits
return visits
page depth
revenue
micro conversions
decrease in bounce rate
decrease in funnel abandonment rate
@MACKFOGELSON

100. Our Experience with See, Think, Do:
a Reporting Framework
photo credit URL goes here
http://bit.ly/1dkBwIZ
@MACKFOGELSON

101. Proving
Community ROI
takes longer
http://www.pinterest.com/pin/390265123931003425/
@MACKFOGELSON

102. The
Wrap-up
http://loveprintstudio.blogspot.co.uk/2013/12/paper-cloth-christmas-shop.html
@MACKFOGELSON

103. The Tools.
You, that’s right, YOU!
You’re the best
community building
tool you’ve got.
http://www.flickr.com/photos/pepe50/4936874895/in/pool-417018@N22
@MACKFOGELSON

104. The
Process.
Goals not tools.
Always start from
goals and remember
this is about people.
http://serialthriller.com/post/56421167372/visualgraphic-typography-explorations-by-chris
@MACKFOGELSON

105. The
Measurement.
Communicate value.
Prioritize short-term
wins to earn trust.
http://www.flickr.com/photos/43607507@N00/5429545004?rb=1
@MACKFOGELSON

106. Stuff
B
@mackwebteam
http://mackwebsolutions.com/blog
L http://bitly.com/bundles/mackwebsolutions/7
G
http://bit.ly/1bkMNru
http://media-cache-ec0.pinimg.com/originals/60/4b/58/604b5826342aa6ee75dac1c8d6641c31.jpg
@MACKFOGELSON

107. More Stuff
B
@OpenView_Labs
http://labs.openviewpartners.com
@MACKFOGELSON