2012 02 OMS san diego - community development workshop
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How to create, grow, and manage brand communities on social media platforms.
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2012 02 OMS san diego - community development workshop
- 1. Explosions in Social Media When Personal & Corporate Values Merge #OMS2012 Gillian Muessig, President & Co-founder, SEOmoz February, 2012
- 2. The era of traditional sales is officially over
- 3. Did you just interrupt my SKY??!!
- 10. http://www.123rf.com/photo_5545967_orbits-of-binary-information-speeding-around-the-world-globe.html
- 12. Users: 50mm 750mm 200mm 120mm 10mm Users: 14mm Millions 14mm 6.5mm Select Platforms
- 13. Target markets
- 15. Depth + breadth of engagement = ROI
- 16. Target markets
- 17. Letâs Talk about Strategy
- 24. The Story of âMoz
- 25. STEADFAST
- 26. STEADFAST
- 27. GENEROSITY
- 28. GENEROSITY
- 32. AUTHENTICITY
- 36. PERSERVERANCE
- 37. RESULTS
- 38. GENEROSITY
- 39. âNo matter how much you plan, it is tenacity, unyielding desire to succeed, and the ability to cope with change that will eventually prevail.â. Perry Payne (born 1966), Rugby Player, Father, Executive TENACITY
- 45. MysteryGuestâs Stroke of Genius AHA!
- 47. RESULTS
- 49. RESULTS
- 52. I Told You That Story, So I Could Tell You This Story
- 53. Our only marketing expense? Flights + hotels for conferences/events More at http://www.seomoz.org/blog/the-history-of-seomoz
- 54. How Did You Do That?
- 55. News/Media/PR SEO Email Blogs + Blogging Research/White Papers Infographics Comment Marketing Social Networks Online Video INBOUND MARKETING! Forums (AKA âfreeâ traffic sources) Webinars Social Bookmarking Word of Mouth Direct/Referring Links Podcasting Type-In Traffic Q+A Sites http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing
- 56. It all starts with Content Marketing
- 57. A Blog We Update Every Day
- 59. âViralâ Targeted Content http://guides.seomoz.org/beginners-guide-to-search-engine-optimization
- 62. A Weekly Video Series http://www.seomoz.org/blog/category/33
- 63. Build it and theyâll come? Nope. Build it, then market it.
- 65. Social Networks Data and charts of our Facebook and Twitter account performance via http://export.ly
- 66. Social News / Bookmarking http://news.ycombinator.com, http://delicious.com, http://stumbleupon.com and http://reddit.com have historically performed best for us, but you should test results
- 67. Q+A Sites / Forums
- 69. SEO
- 70. Email Marketing We use/love http://www.mailchimp.com (who now has a cool free option for early stage folks)
- 71. Involve a Sharing-Incented Community The brilliant strategy by http://www.urbanspoon.com made them one of the biggest players in the local restaurant business and got them acquired by IAC
- 72. Design Like an âAward Winnerâ Check out http://google.com/search?q=css+gallery for tons of great galleries and inspiration
- 74. LEVERAGE FUN
- 75. LEVERAGE FUN
- 76. LEVERAGE FUN
- 77. LEVERAGE FUN
- 79. TRANSPARENCY
- 80. TRANSPARENCY HAS ITS PRICE
- 81. EMPATHY
- 82. Advanced Tactics
- 83. AUTHENTICITY
- 84. PIRATE SHIPS
- 85. YOUmoz
- 86. PERSONAL BRANDS
- 87. Q+A OMS2012 60 days to play w/Mozzers (âŠand kick off your own community!) âą Twitter: @SEOmom âą Blog: www.seomoz.org/blog âą Email: gillian@seomoz.org
Hinweis der Redaktion
- The era of traditional sales is officially over
- People all over the world are declining to watch, listen to, or be persuaded by âin your faceâ, one-way communications and âpushyâ, interruptive ads.
- From Raving FansâŠ
- to Conversation Marketing
- and Friends-of-Fans marketing
- we are witnessing a huge shift in the marketing and buying consideration process
- Someone brilliant told me recently that Social Media does not create or change the story of a company
- It merely increases the speed with which the message travels
- âŠand the breadth of the coverage of the message
- The common conversation around Social Media is mired in tactical advice
- Select platforms
- Target markets
- Likes are the new links
- Depth + breadth of engagement = ROI
- Etc. And these conversations ARE important⊠and weâre going to hear a lot about the tactics that work and those that donât from amazingly transparent and generous marketers of some pretty powerful brands here today. In advance, Iâm going to say, âthank you.â What you share today will not only improve the professional lives of us in your audience, but elevate your brands in our eyes.
- To kick things off this AM, Iâm going to talk about the Nature of Social Media â what it does and how it does itâŠ
- So that the trains leaving your station
- carries the message you want it to carry
- What is the âtruthâ that Social Media is spreading so efficiently? Itâs the truth about the nature of a company or brand. Thatâs what itâs spreading
- The nature of a company can sometimes be found in its guiding principles
- But whether itâs nature is codified in written tenets or not
- The nature of a company is always found in its processes
- Hereâs the story of how SEOmoz built the worldâs largest brand in search marketing software using Social Media - Inbound marketing.
- 1981. I opened a small consultancy
- I raised 3 children under my desk
- I teach the children, âIf you share, you will get moreâ.
- Later this same sentiment became popularized by a movie called, âPay It Forwardâ We built a company based on that premise.. And darn, if it didnât work out well!
- In 1993, I became involved in a web startup
- In 1999, Rand joined the company; we added websites to our corporate identity work
- Rand was already searching for the idea that would make his mark in the new economy
- Yes, it IS personal!He wrote in his first online bio on our website:The future of the Internet is as unimaginable today, as the future of flight at the turn of the last century. We have the opportunity to populate this new universe, unfettered by the laws of physics. I take that opportunity as an obligation.âI cried. I (kid) down. Two to go.
- In 2001, the dot-com bubble burst and I wet out to make the rain fall while we continued to search for our BHAG.
- We designed, authored, developed, deployed, managed, marketed, and maintained our clientsâ websites. We made our living by taking a percentage of adjusted gross online sales.
- That meant the sites had to be found in the SERPs.We farmed out the SEO project to 4 companies, none of which could do the job.
- So Rand studied the subject.He learned it so well, that a competitor of one of our clients posted this help wanted ad:Anyone who wants to go head to head against Rand Fishkin for the term Hard Money, apply here.
- We climbed out of âThe Dipâ, into profitability
- 2003 Rand begins to write SEOmoz.org to share what heâs learning about SEO with others. Opening comments and allowing others to blog generates interest from intelligent, capable SEOs
- âNo matter how much you plan, it is tenacity, unyielding desire to succeed, and the ability to cope with change that will eventually prevail.â.Perry Payne (born 1966), Rugby Player, Father, Executive
- 2002. Rand blogs every day
- 2003. Rand continues to blog every day
- 2004. Rand continues to blog every day
- 2004. Rand continues to blog every day
- 2005.Danny Sullivan invites Rand to attend SES NYC
- MysteryGuest suggests wearing Yellow Shoes
- @SiFish joins Rand in NYC.
- November, 2005. A colleague suggests Newsweek interview Rand and SEOmoz. Issue: Dec 2006
- 2006. Rand publishes SEOmoz income numbers on the blog.
- 2007.Brand of Rand Fishkin / SEOmoz.org increases and gets on VCâs radar and the company is funded.
- REPUTATION IS STICKY2011. People still remember this amazing transparency. When Rand âlive bloggedâ our 2010 and 2011 failed forays into additional investment, people around the world remembered the first publication of our SEO consultancy numbers and applauded our continued transparency.
- Rand increases his social reach
- SEOmozâ basic stats â without placing a single âpaid adâ until late 2010.
- Tactics.
- We accomplished it through ALL the pieces of inbound marketing. This includes SEO and email marketing as well as what weâd now call âtraditionalâ social media marketing.
- Pssst⊠these are the MONEY SLIDES!
- Mozcation, Post-It Wars, and RogerBot are all demonstrations of the FUN concept at SEOmoz. Be sure you mindfully create representations of the message youâre trying to portray.
- Mozcation, Post-It Wars, and RogerBot are all demonstrations of the FUN concept at SEOmoz. Be sure you mindfully create representations of the message youâre trying to portray.
- Mozcation, Post-It Wars, and RogerBot are all demonstrations of the FUN concept at SEOmoz. Be sure you mindfully create representations of the message youâre trying to portray.
- Mozcation, Post-It Wars, and Roger Mozbot are all demonstrations of the FUN concept at SEOmoz. Be sure you mindfully create representations of the message youâre trying to portray.
- Linkscape, the thing that could not be done â the BHAG. IMO, for an esoteric B2B company, having all the âfunâ elements without having some serious game under the hood would backfire.We have fun with the product launchAnd we get as âsalesyâ as weâve ever been.
- 2010 â We attempt to raise money and share how we do it. That was easy.
- 2011 â We blow it again. And share it again. Thatâs not so easy.
- 2010. Jen doesnât feel well. Corporate policy, having nothing to do with the quality of the product will affect brand viability⊠and social media spreads that words really efficiently, too.
- Build the dot-org first. Keep it siloâd. Connect it when youâre ready.
- If you start your community as a for-profit company, consider creating a âpirate shipâ inside your organization to create the community around it.
- Be the center of the conversation. Since the blog must be of the highest order (Exceptional Work), we created YOUmoz to accept the ideas and research efforts of our community. We use âgame theoryâ to vote up and promote excellent posts to the main blog. Keep it fluid. Your community manager must have discretionary power.
- Your corporation should be known for building personal brands, increasing skills, and providing a âladderâ, internally and externally, for all your team members. If there isnât a place for a team member to grow inside your organization, they WILL move to grow outside it. Be supportive; pay it forward. It WILL bring you âmoreâ.