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2012-03 Miva Merchant Conference Keynote - Communities

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2012-03 Miva Merchant Conference Keynote - Communities

  1. 1. CONFERENCE 2012 March 7 - 10, 2012Thriving in the 21st Century Gillian Muessig | President
  2. 2. Somemarketing
  3. 3. Interruption… stops us
  4. 4. from doing what wewant to do,
  5. 5. …so it can sell us
  6. 6. stuff we don’t need.
  7. 7. That’s Interruption Marketing
  8. 8. Interruptive Marketing
  9. 9. Interruption Marketers
  10. 10. Interruption Marketers Me
  11. 11. AdsInterruption Marketers Me
  12. 12. That’sNotHowWeroll.
  13. 13. CONFERENCE 2012How We Buy March 7 - 10, 2012in 2012
  14. 14. Realize a Need
  15. 15. Investigate Options
  16. 16. Ask Our Friends
  17. 17. Seek Out Experts
  18. 18. Find Communities
  19. 19. Dig Into Every Detail
  20. 20. Convert
  21. 21. CONFERENCE 2012 March 7 - 10, 2012You don’t buy those visitors.You earn them.
  22. 22. Cosmic cluster Look for patterns in clusters
  23. 23. Single cell cluster See the patterns?
  24. 24. Aspen tree cluster Many tree tops; single root structure
  25. 25. Coral cluster Endangered community
  26. 26. Fish cluster School of fish
  27. 27. Bird cluster Flock of herons
  28. 28. Human cluster Human communities
  29. 29. Human cluster Human communities
  30. 30. Human cluster Obama inauguration day 2009
  31. 31. Clusters ≠ Communities Interest Groups
  32. 32. Interest Group Girl Scouts
  33. 33. Brand “community” (group) Harley Davidson
  34. 34. Gaming “community” (group) World of Warcraft – Second Life - others
  35. 35. Industry Community American Medical Association
  36. 36. Event Community EmMeCon
  37. 37. Tech Corporate Community SEOmoz Community
  38. 38. Political Community Third Reich
  39. 39. Social Community Platforms
  40. 40. Anthropology of CommunitiesShared ValuesShared GoalsShared Experience It’s not about shared interests or skill sets
  41. 41. Live trumps online The nature of communities
  42. 42. Human communication learning The nature of communities
  43. 43. Shared Values
  44. 44. Shared Goals
  45. 45. Shared Experience
  46. 46. Shared Experience
  47. 47. Shared Experience
  48. 48. People - Personas
  49. 49. Faster Online communities “happen” faster
  50. 50. Reformation Online communities are reforming global and local power relationships
  51. 51. Communities in context Online communities operate in the context of the social & political worlds in which they develop
  52. 52. Reformation Not exempt from the rules and norms of the world
  53. 53. Parting Thoughts Online communities are not the scourge of the earth
  54. 54. Parting Thoughts They help isolated people to connect
  55. 55. Community Binds Us Social communities connect disparate cultures
  56. 56. Support the Grieving
  57. 57. Enables Us to Share Enable us to share our interests
  58. 58. And like fire…
  59. 59. Social Communities require care
  60. 60. and vigilence in handling
  61. 61. Every One of These Marketing Tactics News/Media/PR SEO Email Blogs + Blogging Research/White Papers InfographicsComment Marketing Social Networks Online Video INBOUND MARKETING! Local Portals Forums (AKA all the “free” traffic sources) WebinarsSocial Bookmarking Word of Mouth Direct/Referring Links Podcasting Type-In Traffic Q+A Sites Helps Every Other One
  62. 62. Parting Thoughts
  63. 63. @SEOmomwww.seomoz.org/blgillian@seomoz.orgog

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