PubCon New Orleans 2013 - Golden Nuggets
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Lean Community Building: Getting the Most Bang for Your Time & Money
- Lean Community Building Getting the Most Bang for Your Time & Money Jennifer S able 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/@jennita recipes/chex-muddy-buddies/
- Yep, They Link to You @jennita http://mz.cm/184s3pi
- They Tell their Friends @jennita
- + Stick Around in Bad Times @jennita
- They Make Marketing Easier COMMUNITY @jennita
- Community!
- Moz Then and Now…
- A Peek Into the Past @jennita
- Lots of Blog Posts… But, not a lot of conversation @jennita
- RSS Feed Circa 2008 Not bad, dude! @jennita
- Social Stats – Nov. 2009 ~800 “fans” We hadn’t claimed our URL! ~4,000 Followers @jennita
- Blog Traffic – Jan. 2010 394,000 Pageviews!!! @jennita
- Who Managed the Community? No one… until 2009 @jennita
- Let’s Look at Today
- A Post From April 2014
- Blog Traffic – Sept. 2014 998,046 vs 394,000
- Twitter @jennita
- 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.! @jennita
- Encourage Engagement @jennita
- 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! @jennita
- Let Them Easily Find Each Other @jennita
- Have them Compete
- …And Earn Stuff
- Have a Plan
- Stick to Your Rules Let these be your guide
- In the Forum @jennita
- In Blog Comments @jennita
- On Social Media @jennita
- The Little Stuff Counts @jennita
- Take it Offline @jennita
- IRL FTW!
- Have a Personality Don’t be a robot, yo. @jennita
- On All Channels @jennita
- 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! @jennita
- And on Facebook @jennita
- What about Twitter? @jennita
- Boom. Pinterest. @jennita
- 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 On-Page Title + Title Tag! Title When Shared on FB! @jennita @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! @jennita
- 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! @jennita
- Facebook Debugger Use the FB Debugger to re-cache!! @jennita
- Twitter Cards
- Regular Text Tweet Snooze... @jennita
- Summary Card (default) Community WIN!! @jennita
- 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 @jennita
- Twitter Card Analytics @jennita
- Twitter Card Analytics @jennita
- Whew. Now… engage!
- Sprout Social Social Inbox! Inbox 0 is the goal! @jennita
- Sprout Social Connect Choose what to display! multiple accounts! @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
