Gillian Muessig Game Changers in Marketing


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How do we market when the Internet is incorporated
into our things, and not just our screens? The answer
is a strategy that transcends platforms and looks deeper into the psychology of humans, leveraging the promise of the Internet and the ability to be a click away from experiences generated anywhere on the planet. Moz Co-Founder Gillian Meussig explains that it lies in community development, management, and brand marketing.

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  • What do we do when it opens the door for the delivery gal

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  • And for that matter, what do salespeople do when we
  • So, I’m not going to talk to you about that just now. Instead, I’m going to talk about something I actually know something about. But I’ll be back, I promise.
  • This aspen tree cluster is interesting. The trees on the surface appear to be separate organisms, but in truth, everything you see here and for many miles around is connected by a single tree root system. Is it a single plant? Many plants sharing a survival resource system?

    How about a ‘community’ of organisms perhaps able to survive on their own, but ‘choosing’ to connect – ‘choosing’ to be interdependent In order to truly thrive? Frankly, no. What we see is perhaps a survival system, but survival systems do not a community make.
  • Flocks of birds? Same deal. Expedience is operating here, and certainly community is formed in part for expedience, but as Rand and Dharmesh are fond of reminding us, correlation is not causation. In this case, similarity is not definition.
  • Here’s a modern human cluster. This is the crowd that gathered in Washington to see President Obama’s first inauguration. Does this group have the underpinnings of a community? Not really. They shared values, goals, and this experience. They shared hopes and dreams that were being fulfilled in that moment. They were passing on the experience to young people, sharing it with elderly – so all age groups were present on this frozen morning. But the group came together and dispersed at the end of the day. It is unlikely that the entire group would reassemble or connect in ways again that would define it as a community. So no: this is an interest group; a passionate one, but not a community.

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  • Hmm. Possibly. They share values, goals, and experiences and they come together regularly. They tend to drift apart in adulthood, but it’s possible that one might say that Girl Scouts and their supporters – perhaps especially their long term highly committed adult supporters could be an addressable community. At least for us as marketers.

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  • The AMA. Is this a community of people or an interest group? I can tell you one thing – it’s a POWERFUL group. And we will come back to this group later in our discussion today. Spoiler alert - you want to be a lot like these guys, even if they look boring just at the moment.
  • Hmmmmm. Political communities. Like free radicals – they can be powerful and dangerous. Something we’ll want to keep watch on if we are to improve civility and peace on planet earth in the coming years.
  • By and large, communities – and culture - are formed and grounded in: Shared Values
  • And shared experience will trump the other two by a country mile.

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  • Here’s my point – I agree with Brian Kavicky: there’s a difference between people and personas. The personas we create, while sometimes valuable, pale by comparison to the complexity of real human beings. I urge you not to get too comfortable with your personas; they are mere shells of the ralityof the human experience.

    I’m counseling you to base your marketing on something BIGGER and more powerful than persona marketing… I call it community marketing.

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  • They support us as we grieve
  • Social platforms can grow communities more quickly than was possible before they existed.

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  • And vigilance in handling.

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  • You see, years ago already, social media robbed us of the ability to spin the message. With more than a billion engaged users on Facebook alone and another billion+ on other social platforms such as Google+, Twitter, Pinterest, LinkedIn, and hundreds of thousands of industry-specific social platforms, blogs and forums….

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  • But whether it’s nature is codified in written tenets or not

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  • …and the breadth of the coverage it receives

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  • Way back here, I promised I’d get back to the subject… how will market in the time of the internet of things? And here’s your answer:
  • Support others in their time of need by being generous with our time and toil
  • I’ll tell you how Moz did it. It’s as good a case study as any.
    We started with the basics – a blog that we maintain to this day.
  • The trick is not to create brilliant content. The trick is to do it consistently. More than 25% of the more than 1M people who show up at the Moz blog, stop by for Whiteboard Friday.

  •,, and have historically performed well, but test your own results
  • Speaking at conferences such as this was one of the most valuable things we did at Moz.
  • Email marketing is still one of the most powerful ways to connect with potential clients. And ‘email’ can increasingly be accomplished in more ways through social media platforms. Look at all the options for direct mail online.

    We use/love (who now has a cool free option for early stage folks)
  • 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 ‘game theory’ to vote up and promote excellent posts to the main blog. Keep it fluid. Your community manager must have discretionary power.
  • It becomes interesting with people come to YOUR house to have to the conversation. You can break a single strand of hair – a single connection such as a like on facebook. And it is only intermittently interesting if people talk back to you – that’s 2 strands. But it is the community of people who come regularly to your house to have the conversation about who they are and what they do that will bind them and bring the back into the fold in the event one begins to drift away.
  • Linkscape is the flagship tool of SEOmoz. It powers not only the ‘Moz toolset and platform, but many of the other toolsets via our API. Roger Mozbot was created to explain that we don’t scrape Google or any other Search Engine to provide Linkscape data.
  • 2011 – We blow it again. And share it again. That’s not so easy.
  • Once you have a rudder in the water, everyone knows whether, what, and how to do things. Decisions become smooth.
  • And remember the smart fridge? We’ll be adding healthy options, recipes and more to the content in our fridges, reaching our customers not at the moment of original purchase, but at the moment of ‘highest need’ and attention, which results in purchase decisions.

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  • Gillian Muessig Game Changers in Marketing

    1. 1. GAMECHANGERS IN MARKETING Gillian Muessig @SEOmom #GoInboundMktg | June 19, 2014
    2. 2. The Internet of ThingsDum da dum, dum (scary music)
    3. 3. My fridge did what?
    4. 4. Welcome. Please proceed…
    5. 5. Locked and loaded
    6. 6. Once and done
    7. 7. What about this scenario?
    8. 8. You want to buy a new pair of jeans.
    9. 9. Head for Hointers
    10. 10. Download the app
    11. 11. Scan me
    12. 12. Try them on
    13. 13. Pack ‘em up.
    14. 14. On your way
    15. 15. Woah!
    16. 16. Charged and done
    17. 17. What are we supposed to do with THAT?
    18. 18. Oh, the pressure!
    19. 19. Quick!Switch subjects
    20. 20. CulturCultur
    21. 21. We merely implement strategy
    22. 22. Community
    23. 23. Cosmic cluster
    24. 24. Single cell cluster See the patterns?
    25. 25. Aspen tree cluster
    26. 26. Coral cluster
    27. 27. Fish Cluster
    28. 28. Bird cluster
    29. 29. Human cluster
    30. 30. And then, we moved Human communities
    31. 31. Human cluster Obama inauguration day 2009
    32. 32. Clusters ≠ Communities
    33. 33. Interest Groups?
    34. 34. Girl Scouts Girl Scouts
    35. 35. Harley Davidson Brand
    36. 36. World of Warcraft – Second Life - others Gaming
    37. 37. Industry American Medical Association
    38. 38. Event EmMeCon
    39. 39. Tech Company SEOmoz Community
    40. 40. Political Third Reich
    41. 41. Social Community Platforms
    42. 42. The anthropology of communities
    43. 43. Shared Values
    44. 44. Shared Goals
    45. 45. Shared Experience
    46. 46. Shared Experience
    47. 47. Shared Experience
    48. 48. Shared Experience
    49. 49. People - Personas
    50. 50. Context Online communities operate in the context of the social & political worlds in which they develop
    51. 51. Connections
    52. 52. Supports the Grieving
    53. 53. Binds us across borders
    54. 54. Enables us to share
    55. 55. Faster Online communities “happen” faster
    56. 56. And like fire…
    57. 57. Care
    58. 58. Vigilance
    59. 59. And that’s how we will market in the time of the Internet of Things
    60. 60. How do you know that?
    61. 61. We’re already doing it.
    62. 62. Social media
    63. 63. Guiding principles
    64. 64. Carved in stone
    65. 65. Customer service
    66. 66. Speeds the message
    67. 67. Spreads it wider
    68. 68. Blogs + Blogging Comment Marketing News/Media/PR SEO Social Networks Word of Mouth Q+A Sites Forums Online Video Podcasting Webinars Research/White Papers Infographics Social Bookmarking INBOUND MARKETING! (AKA all the “free” traffic sources) Direct/Referring Links Type-In Traffic Email Local Portals
    69. 69. Share & you will get more
    70. 70. Quick!Switch subjects
    71. 71. Share. (and you will get more)
    72. 72. Share information
    73. 73. Support
    74. 74. Be authentic
    75. 75. Tactics
    76. 76. It all starts with a blog
    77. 77. Viral targeted content
    78. 78. Another example
    79. 79. Keep it fresh
    80. 80. Graphics matter
    81. 81. Probably the best case study around: Simple can be interesting
    82. 82. It’s about consistency
    83. 83. Comments and Conversations
    84. 84. Social networks
    85. 85.,, and have historically performed best for us, but you should test results Social news/bookmarking
    86. 86. Q&A sites / forums
    87. 87.
    88. 88. Distribution of Gillian’s Workdays 2011 43% 19% 7% 32% Conferences & events Days at the Office Days in Transit Days Speaking at Conferences Other Days Out of Office
    89. 89. Live=few; Download=1000’s
    90. 90. SEO
    91. 91. Email!
    92. 92. Design like an award winner
    93. 93. Involve a sharing-incented community
    94. 94. Be the center of conversation
    95. 95. Be the center of conversation
    96. 96. Host the party
    97. 97. Interesting
    98. 98. Fun
    99. 99. Fun
    100. 100. Be iconic
    101. 101. Exceptional Work BHAG
    102. 102. 2011 Transparency
    103. 103. 2011 The price of transparency
    104. 104. Authenticity
    105. 105. Authenticity
    106. 106. Pirate ships
    107. 107. Generosity
    108. 108. Fun
    109. 109. Visceral and Time Consuming Empathy
    110. 110. Exceptional work
    111. 111. •Transparency •Authenticity •Generosity •Fun •Empathy •Exceptional Work Know your story
    112. 112. Brand loyalty
    113. 113. Bring it home already
    114. 114. How DO we market in the time of the Internet of Things?
    115. 115. CulturCultur
    116. 116. CulturCultur
    117. 117. CulturCultur
    118. 118. CulturCultur
    119. 119. CulturCultur
    120. 120. Our job…
    121. 121. Build our houses
    122. 122. …and host the party
    123. 123. Become the center of the conversation
    124. 124. Integrated human-web interfaces
    125. 125. Appliance-web interfaces
    126. 126. Integrative lifetime engagement
    127. 127. Share timely emotional events
    128. 128. Build communities that get where you’re coming from
    129. 129. And will take you where you’re going
    130. 130. Marketing in the Time of the Internet of Things @SEOmom Parting thoughts