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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
Facebook
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.
Lean Community Building: Getting the Most Bang for  Your Time & Money
Lean Community Building: Getting the Most Bang for  Your Time & Money
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

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