building blocks: the essentials of community building by mack fogelson with openview
DESCRIPTION
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.TRANSCRIPT
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Building BlocksThe Essentials of
Community Buildingby Mack Fogelson
http://monotremu.blogspot.de/2012/04/blog-post.html
with
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@MACKFOGELSON
is a better way
Building a Community
to build a business.
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@MACKFOGELSON
is not about the numbers
Building a Community
It’s about an engaged audience.
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@MACKFOGELSON
This indicates a resource
The KeyThis indicates a pro-tipT
This indicates a page number in our guideP
http://etsy.me/1b10Y1P
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@MACKFOGELSON
http://bit.ly/1bkMNru
The Truly Monumental Guide
to Building Online Communities
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@MACKFOGELSON
The tools
The StuffThe process2
The measurement3
http://www.stack.com/2013/10/08/filling-healthy-snacks/
1
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@MACKFOGELSON
The Tools
http://www.cncmagicdesign.com/index_htm_files/1933.jpg
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@MACKFOGELSON
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
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@MACKFOGELSON
32 in the Community Building guideP
The Essential
Community Building Tools
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@MACKFOGELSON
outreachanalyticshumansemail mktgoffline
contentSEOsocial & PRdesign & UXcmgr
http://www.pinterest.com/pin/401101910533970378/
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@MACKFOGELSON
IntegrateYour #1 goal with tools
all the things.
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@MACKFOGELSON
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
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@MACKFOGELSON
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
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@MACKFOGELSON
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
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@MACKFOGELSON
Design & UX
Provide the best possible experience. Strong design & UX builds trust.
http://betweenstudio.tumblr.com/#18
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@MACKFOGELSON
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
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@MACKFOGELSON
Email Marketing
One of the best ways to foster relationships and stay connected.
http://www.pinterest.com/pin/145593000427300955/
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@MACKFOGELSON
http://mailchimp.com
We’re big fans of MailChimp
for Email Marketing and stuff
http://blog.mailchimp.com/the-story-behind-the-mailchimp-billboards/
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@MACKFOGELSON
Targeted Outreach
Just because you build it doesn’t mean they’ll come.
http://www.redbubble.com/people/prestonchick/works/11371286-field-of-dreams
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@MACKFOGELSON
http://followerwonk.com
Use Followerwonk
for targeted outreach
photo credit URL goes here
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@MACKFOGELSON
http://bit.ly/1fsj9Ft
Watch the
Friends not Followers Hangout
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@MACKFOGELSON
Analytics
Prove the value of your efforts.Make sure proper tracking is in place.
http://dribbble.com/shots/1218212-Stats-iPhone-UI/attachments/163239
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@MACKFOGELSON
http://www.truesocialmetrics.com
Use TrueSocialMetrics
to calculate true social ROI
http://www.truesocialmetrics.com/how-it-works
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@MACKFOGELSON
http://sproutsocial.com
Give Sprout Social a try
Their interface is real pretty
http://sproutsocial.com/features/social-media-analytics
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@MACKFOGELSON
Community Manager
Even for small communities. She can scale integrated marketing efforts.
http://www.flickr.com/photos/61095358@N00/3971291778
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@MACKFOGELSON
https://hootsuite.com
Use Hootsuite
to manage your community
photo credit URL goes here
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@MACKFOGELSON
https://bufferapp.com
I also heart Buffer
It’s great for scheduling
photo credit URL goes here
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@MACKFOGELSON
MoreBut wait! There’s
Those are our staples.
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@MACKFOGELSON
The best community building tool is YOUT
http://www.classic-play.com/bold-brilliant-beautiful-you/#more-26181
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@MACKFOGELSON
Goals not Tools Integrate, don’t silo
AlwaysRemember
for community building success
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@MACKFOGELSON
The Process
http://plentyofcolour.com/2012/02/06/stepped-blocks-objects-of-desire/
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@MACKFOGELSON
Community building in 5 Simple Steps
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@MACKFOGELSON
Buckle up, kids
Here we go
http://media-cache-ec0.pinimg.com/originals/6a/27/d0/6a27d099c047365a931edc4bdfc0c8e2.jpg
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@MACKFOGELSON
64 in the Community Building guideP
The Actual Process
of Building an Online Community
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@MACKFOGELSON
Set Goals & KPIs#1&2
http://media-cache-ak0.pinimg.com/originals/94/9f/d2/949fd2748c5411f17571293949441209.jpg
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@MACKFOGELSON
71 in the Community Building guideP
Setting
Community Building Goals & KPIs
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@MACKFOGELSON
Set goals for your whole businessT
http://www.coolhunting.com/culture/whole-larder-love-book.php
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@MACKFOGELSON
http://bit.ly/19SJRC7
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
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@MACKFOGELSON
Brand goals2
User Experience goals3
1
http://www.ikea.com/us/en/catalog/products/90163257/?cid=us|af|pinterest.com|90163257_20131220
Goals on3 Levels
Revenue goals
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@MACKFOGELSON
http://bit.ly/1fsteSD
Set Integrated Marketing Goals & KPIs
with the SMART Framework
http://www.jeffbullas.com/2014/01/06/5-top-tips-for-content-marketing-success/
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@MACKFOGELSON
SMARTGoals
http://www.sheknows.com/food-and-recipes/articles/1026993/cheesy-guacamole-field-goal-bites
SpecificMeasureableAttainableRealisticTimely
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@MACKFOGELSON
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
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@MACKFOGELSON
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/
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@MACKFOGELSON
Measuring revenue, brand and UX
Sample KPIsconversation, amplification, applausebranded & non-branded search traffic
unique visitsreturn visits page depth
revenuemicro conversions
decrease in bounce ratedecrease in funnel abandonment rate
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@MACKFOGELSON
http://bit.ly/1dk8c5t
Measuring Community:KPIs and Social Media Metrics for Community Building
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@MACKFOGELSON
Attainable
Set challenging yet attainable goals.Use data to determine trends.
http://www.awf.org/wildlife-conservation/elephant
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@MACKFOGELSON
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
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@MACKFOGELSON
Timely
What’s the proposed time frame?Be realistic.
http://media-cache-ec0.pinimg.com/originals/8e/f8/90/8ef890bd0a9b7fb2300fb35d00e9e282.jpg
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@MACKFOGELSON
Setting goals & KPIs helps with buy-inT
http://media-cache-ec0.pinimg.com/originals/bc/3e/12/bc3e12d36b43c39340c3d67fcdddc8c0.jpg
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@MACKFOGELSON
That?Got all
I’ve got more.
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@MACKFOGELSON
Develop a Strategy.#3
http://www.hdwallpapers4ipad.com/photo/food_backgrounds/coffee_beans/10-0-204
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@MACKFOGELSON
81 in the Community Building guideP
Developing Your
Community Building Strategy
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@MACKFOGELSON
Start by building
the foundation
http://media-cache-ak0.pinimg.com/originals/4e/43/f9/4e43f9018aca327a51e603cbfefab250.jpg
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@MACKFOGELSON
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
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@MACKFOGELSON
Identify your Audience
Figure out exactly who you’re talking to. Develop your persona.
http://www.pinterest.com/pin/426012445971073672/
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@MACKFOGELSON
http://amzn.to/1kyvyd4
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
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@MACKFOGELSON
Identify your Community
Use questions to identify seeds.http://thankgoditsfirstgrade.blogspot.com/2013/11/anchor-charts-galore.html?m=1
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@MACKFOGELSON
http://bit.ly/17AdHfz
How to Identify an
Online Community for your Business
http://moz.com/blog/identifying-online-community
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@MACKFOGELSON
For identifying community seeds
Questionswho 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?
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@MACKFOGELSON
Develop your Engagement Pipeline
Keep track of all the people and things.
http://clui.org/newsletter/spring-2009/trans-alaska-pipeline
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@MACKFOGELSON
http://bit.ly/1m3HrTN
The Mack Web
Engagement Pipeline Spreadsheet
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@MACKFOGELSON
Hold a Strategy Jam
Use the idea bucket. Come to the jam prepared.
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@MACKFOGELSON
Plan strategy for 90 days not 12 monthsT
http://bashooka.com/inspiration/cool-creative-calendar-design-ideas-for-2014/
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@MACKFOGELSON
Prioritize short-term wins to earn trustT
http://media-cache-ak0.pinimg.com/originals/c2/2a/0b/c22a0b5d5c7fb19c3fd34c8ca46f1bcf.jpg
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@MACKFOGELSON
Snack?Do you need a
You’re almost there.
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@MACKFOGELSON
#4 Execute that Strategy.
http://media-cache-ak0.pinimg.com/originals/90/b6/c0/90b6c05943ef1a40ff193e69521fa7fe.jpg
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@MACKFOGELSON
97 in the Community Building guideP
Executing
Your Community Building Strategy
photo credit URL goes here
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@MACKFOGELSON
3Remember these
important things.
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@MACKFOGELSON
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/
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@MACKFOGELSON
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
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@MACKFOGELSON
http://bit.ly/17brhSX
Building Community
with Value
photo credit URL goes here
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@MACKFOGELSON
Make it a Team Effort
http://www.janssensportsleadership.com/resources/team-building/
Great community building comes from the stuff your whole team reads and writes.
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@MACKFOGELSON
http://bit.ly/1a33JVZ
The Mack Web Community Management
Knowledge Spreadsheet
http://media-cache-ec0.pinimg.com/originals/4c/0d/48/4c0d4868b3775523a0d7d587a137395b.jpg
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@MACKFOGELSON
OneYou just have
more to go.
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@MACKFOGELSON
#5 Analyze your Efforts.
http://www.etsy.com/listing/89190263/numbers-collage
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@MACKFOGELSON
115 in the Community Building guideP
Analyze Your
Community Building Efforts
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@MACKFOGELSON
GoalsAlways bring it back to
and KPIs, too
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@MACKFOGELSON
Standups.Have them weekly.
Keep everyone accountable &
engaged.
http://www.flickr.com/photos/ce_andersen/8530130427/
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@MACKFOGELSON
Meetings.Have them monthly.
So that you can communicate progress
on goals.
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@MACKFOGELSON
DataMake sure you’re using the
to effect change.
h/t @dohertyjf
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@MACKFOGELSON
And that’s the Community Building process
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@MACKFOGELSON
Good work.
Glad you made it through.
http://www.nationalgeographic.co.jp/photography/photos/photo_gallery.php?GALLERY_VignVCMId=best-pod-july-2010&class=268435456#/sleepy-grizzly-bear-ga.jpg
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@MACKFOGELSON
Community building is different
this is a guidefor everyone
Remember
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@MACKFOGELSON
The Measurement
http://baenk.com/pink/measure-up/
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@MACKFOGELSON
buy-inYou’ll need to have the
conversation.
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@MACKFOGELSON
90/6/12Communicate expectations on progress
and Return on Investment (ROI)
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@MACKFOGELSON
Expectations on Progress & ROI
90 daysThe 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)
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@MACKFOGELSON
Expectations on Progress & ROI
90 daysWe’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
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@MACKFOGELSON
Expectations on Progress & ROI
6 monthsWe’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
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@MACKFOGELSON
Expectations on Progress & ROI
6 monthsWe’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
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@MACKFOGELSON
Expectations on Progress & ROI
12 monthsMomentum 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)
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@MACKFOGELSON
Expectations on Progress & ROI
12 monthsWe 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
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@MACKFOGELSON
https://www.onekingslane.com/product/12789/596055?f=pin#.TzqeTB1zUHk.pinterest
Measurementis a conversation of value
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@MACKFOGELSON
The value you’re adding to the entire brand.
http://greenwichroundup.blogspot.com/2011/09/090311-two-thumbs-up-to-temple-sholom.html
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@MACKFOGELSON
http://bit.ly/1aQ5d4F
See, Think, Do: A Content, Marketing,
Measurement Business Frameworkby Avinash Kaushik
photo credit URL goes here
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@MACKFOGELSON
What “see” Means
http://hofferphotography.com/search/nathan
Get your brand, products, and content in front of your target customers
so that they can begin to trust you.
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@MACKFOGELSON
What “think” Means
http://www.ellentv.com/2013/11/27/caption-this-cute-surprise/?crlt.pid=camp.pp8ubUDYh5dx
Do such an incredible job with the experience that customers
keep you in mind when it’s time to buy.
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@MACKFOGELSON
What “do” Means
http://www.pinterest.com/pin/78742693458164024/
Only a small portion of users actually ever fall into this category.
The experience must be everywhere.
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@MACKFOGELSON
Measuring revenue, brand and UX
Sample KPIsconversation, amplification, applausebranded & non-branded search traffic
unique visitsreturn visits page depth
revenuemicro conversions
decrease in bounce ratedecrease in funnel abandonment rate
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@MACKFOGELSON
http://bit.ly/1dkBwIZ
Our Experience with See, Think, Do:
a Reporting Framework
photo credit URL goes here
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@MACKFOGELSON
ProvingCommunity ROItakes longer
http://www.pinterest.com/pin/390265123931003425/
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@MACKFOGELSON
The Wrap-up
http://loveprintstudio.blogspot.co.uk/2013/12/paper-cloth-christmas-shop.html
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@MACKFOGELSON
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
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@MACKFOGELSON
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
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@MACKFOGELSON
The Measurement.
Communicate value.
Prioritize short-term wins to earn trust.
http://www.flickr.com/photos/43607507@N00/5429545004?rb=1
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@MACKFOGELSON
@mackwebteam
Stuffhttp://mackwebsolutions.com/blog
http://media-cache-ec0.pinimg.com/originals/60/4b/58/604b5826342aa6ee75dac1c8d6641c31.jpg
http://bitly.com/bundles/mackwebsolutions/7
http://bit.ly/1bkMNruL
G
B
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@MACKFOGELSON
@OpenView_Labs
More Stuffhttp://labs.openviewpartners.comB