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2012-03 Search Congress Community Management Workshop

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Community Development and Management: Strategy and tactics for developing a brand community.

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2012-03 Search Congress Community Management Workshop

  1. 1. Explosions in Social MediaWhen Personal & Corporate Values Merge #SCB2012 Gillian Muessig, President & Co-founder, SEOmoz March, 2012
  2. 2. The era of traditional sales is officially over
  3. 3. Did you just interrupt my SKY??!!
  4. 4. http://www.amazon.com/Raving-Fans-Revolutionary-Approach-Customer/dp/0688123163/ref=sr_1_1?ie=UTF8&qid=1318890746&sr=8-1
  5. 5. http://www.amazon.com/Conversation-Marketing-Internet-Strategies/dp/1412092248/ref=sr_1_cc_1?s=videogames&ie=UTF8&qid=1318890891&sr=1-1-catcorr
  6. 6. http://www.marketingprofs.com/charts/2011/5626/facebook-brands-should-target-friends-of-fans
  7. 7. http://www.google.com/imgres?q=story&hl=en&gbv=2&biw=1013&bih=637&tbm=isch&tbnid=42vc_CzgE7IBxM:&imgrefurl=http://ajitah.com/blog/%3Fp%3D585&docid=JtZGt3OVTbNfRM&imgurl=http://ajitah.com/blog/wp-content/uploads/2011/02/Tell-Me-A-Story.jpg&w=1428&h=1419&ei=ArGcTrveLqaB4gSsusjjCQ&zoom=1&iact=hc&vpx=88&vpy=160&dur=69&hovh=224&hovw=225&tx=108&ty=128&sig=103195842722407947764&page=1&tbnh=114&tbnw=115&start=0&ndsp=17&ved=1t:429,r:0,s:0
  8. 8. http://www.google.com/imgres?q=speeding+train&hl=en&gbv=2&biw=1013&bih=637&tbm=isch&tbnid=n9EnjHipZ1amoM:&imgrefurl=http://superspeedtrain.com/tag/speeding/&docid=MwBff-dP8195bM&imgurl=http://superspeedtrain.com/wp-content/uploads/2011/06/high-speed-rail-update1.jpg&w=400&h=267&ei=WLGcTsS5Ceek4ATJ-oynCQ&zoom=1&iact=hc&vpx=483&vpy=324&dur=1396&hovh=183&hovw=275&tx=225&ty=104&sig=103195842722407947764&page=1&tbnh=125&tbnw=194&start=0&ndsp=12&ved=1t:429,r:6,s:0
  9. 9. http://www.123rf.com/photo_5545967_orbits-of-binary-information-speeding-around-the-world-globe.html
  10. 10. http://blog.stevesponder.com/?tag=activelistening
  11. 11. Users: 50mm 750mm 200mm 120mm 10mmUsers: 14mm Millions 14mm 6.5mm Select Platforms
  12. 12. Target markets
  13. 13. http://www.dotcult.com/likes-and-pluses-are-the-new-links
  14. 14. Depth + breadth of engagement = ROI
  15. 15. Target markets
  16. 16. Let‟s Talk about Strategy
  17. 17. http://www.amazon.com/Lionel-Potter-Hogwarts-Express-Gauge/dp/B000SSN0Q0
  18. 18. http://harrypotter.wikia.com/wiki/Owl
  19. 19. http://www.ragemonthly.com/
  20. 20. http://www.projectsigma.co.uk/Guidelines/Summary/Principles.asp
  21. 21. http://doggies.com/blog/2008/06/07/10-commandments/
  22. 22. http://funnyoldchicks.typepad.com/funny-old-chicks-blog/2010/06/life-in-the-aark.html
  23. 23. The Story of „Moz
  24. 24. STEADFAST
  25. 25. STEADFAST
  26. 26. GENEROSITY
  27. 27. GENEROSITY
  28. 28. http://en.fotolia.com/id/10119250
  29. 29. http://www.nitro-digital.co.uk/blog/2011/03/09/internet-revolution-in-publishing/ EXCEPTIONAL
  30. 30. AUTHENTICITY
  31. 31. http://www.motherboard.tv/2010/3/10/silicon-silliness-the-bubble-burst-10-years-ago-today--2
  32. 32. TENACITYhttp://alburywebdesign.com/
  33. 33. http://www.articlesbase.com/elderly-care-articles/social-media-provides-needed-sunshine-for-seniors-and-shut-ins-4790859.html TENACITY
  34. 34. PERSERVERANCE
  35. 35. RESULTS
  36. 36. GENEROSITY
  37. 37. “No matter how much you plan, it istenacity, unyielding desire to succeed, and theability to cope with change that will eventuallyprevail.”.Perry Payne (born 1966), Rugby Player, Father, Executive TENACITY
  38. 38. http://gloriarand.wordpress.com/category/blogging-2/TENACITY & AUTHENTICITY
  39. 39. http://gloriarand.wordpress.com/category/blogging-2/TENACITY & AUTHENTICITY
  40. 40. http://gloriarand.wordpress.com/category/blogging-2/TENACITY & AUTHENTICITY
  41. 41. http://gloriarand.wordpress.com/category/blogging-2/TENACITY & AUTHENTICITY
  42. 42. http://searchenginewatch.com/article/2054740/Schedule-optimization-for-SES-New-YorkGENEROSITY BREEDS GENEROSITY
  43. 43. MysteryGuest’s Stroke of Genius AHA!
  44. 44. GENEROSITY SQUARED
  45. 45. RESULTS
  46. 46. TRANSPARENCY & COURAGE
  47. 47. RESULTS
  48. 48. TRANSPARENCY IS STICKY
  49. 49. SOCIAL CLOUT INCREASES
  50. 50. I Told You That Story,So I Could Tell You This Story
  51. 51. Our only marketing expense? Flights + hotels for conferences/eventsMore at http://www.seomoz.org/blog/the-history-of-seomoz
  52. 52. How Did You Do That?
  53. 53. News/Media/PR SEO Email Blogs + Blogging Research/White Papers InfographicsComment Marketing Social Networks Online Video INBOUND MARKETING! Forums (AKA “free” traffic sources) WebinarsSocial 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
  54. 54. It all starts withContent Marketing
  55. 55. A Blog We Update Every Day
  56. 56. “Viral” Targeted Contenthttp://www.seomoz.org/article/search-ranking-factors
  57. 57. “Viral” Targeted Contenthttp://guides.seomoz.org/beginners-guide-to-search-engine-optimization
  58. 58. “Viral” Targeted Contenthttp://www.seomoz.org/seo-industry-survey
  59. 59. Graphics + Illustrations
  60. 60. A Weekly Video Serieshttp://www.seomoz.org/blog/category/33
  61. 61. Build it and they’ll come?Nope. Build it, then market it.
  62. 62. Comments + Conversations
  63. 63. Social NetworksData and charts of our Facebook and Twitter account performance via http://export.ly
  64. 64. Social News / Bookmarkinghttp://news.ycombinator.com, http://delicious.com, http://stumbleupon.com andhttp://reddit.com have historically performed best for us, but you should test results
  65. 65. Q+A Sites / Forums
  66. 66. Conferences + Events
  67. 67. SEO
  68. 68. Email MarketingWe use/love http://www.mailchimp.com (who now has a cool free option for early stage folks)
  69. 69. 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
  70. 70. Design Like an “Award Winner” Check out http://google.com/search?q=css+gallery for tons of great galleries and inspiration
  71. 71. Tactical Assaults
  72. 72. LEVERAGE FUN
  73. 73. LEVERAGE FUN
  74. 74. LEVERAGE FUN
  75. 75. LEVERAGE FUN
  76. 76. http://www.seomoz.org/linkscape_comic.htmlEXCEPTIONAL WORK
  77. 77. TRANSPARENCY
  78. 78. TRANSPARENCY HAS ITS PRICE
  79. 79. EMPATHY
  80. 80. Advanced Tactics
  81. 81. AUTHENTICITY
  82. 82. PIRATE SHIPS
  83. 83. YOUmoz
  84. 84. PERSONAL BRANDS
  85. 85. Q+A SCB2012 60 days to play w/Mozzers (…and kick off your own community!)• Twitter: @SEOmom• Blog: www.seomoz.org/blog• Email: gillian@seomoz.org

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