The SEOmoz B2B Case Study
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"Explosions in Social Media" ...

"Explosions in Social Media"
"When Personal & Corporate Values Merge"

Gillian Muessig, the co-founder and President explores the SEOmoz B2B case study and the role of social media at OMCAR2012.

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The SEOmoz B2B Case Study Presentation Transcript

  • 1. Explosions in Social MediaWhen Personal & Corporate Values Merge OMCAR2012 Gillian Muessig, Founding President, SEOmoz January 2012
  • 2. The era of traditional sales is officially over
  • 3. Did you just interrupt my SKY??!!
  • 4. http://www.amazon.com/Raving-Fans-Revolutionary-Approach-Customer/dp/0688123163/ref=sr_1_1?ie=UTF8&qid=1318890746&sr=8-1
  • 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. http://www.marketingprofs.com/charts/2011/5626/facebook-brands-should-target-friends-of-fans
  • 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. 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. http://www.123rf.com/photo_5545967_orbits-of-binary-information-speeding-around-the-world-globe.html
  • 10. http://blog.stevesponder.com/?tag=activelistening
  • 11. Users: 50mm 750mm 200mm 120mm 10mmUsers: 14mm Millions 14mm 6.5mm Select Platforms
  • 12. Target markets
  • 13. http://www.dotcult.com/likes-and-pluses-are-the-new-links
  • 14. Depth + breadth of engagement = ROI
  • 15. Target markets
  • 16. Let‟s Talk about Strategy
  • 17. http://www.amazon.com/Lionel-Potter-Hogwarts-Express-Gauge/dp/B000SSN0Q0
  • 18. http://harrypotter.wikia.com/wiki/Owl
  • 19. http://www.ragemonthly.com/
  • 20. http://www.projectsigma.co.uk/Guidelines/Summary/Principles.asp
  • 21. http://doggies.com/blog/2008/06/07/10-commandments/
  • 22. http://funnyoldchicks.typepad.com/funny-old-chicks-blog/2010/06/life-in-the-aark.html
  • 23. The Story of „Moz
  • 24. STEADFAST
  • 25. STEADFAST
  • 26. GENEROSITY
  • 27. GENEROSITY
  • 28. http://en.fotolia.com/id/10119250
  • 29. http://www.nitro-digital.co.uk/blog/2011/03/09/internet-revolution-in-publishing/ EXCEPTIONAL
  • 30. AUTHENTICITY
  • 31. http://www.motherboard.tv/2010/3/10/silicon-silliness-the-bubble-burst-10-years-ago-today--2
  • 32. TENACITYhttp://alburywebdesign.com/
  • 33. http://www.articlesbase.com/elderly-care-articles/social-media-provides-needed-sunshine-for-seniors-and-shut-ins-4790859.html TENACITY
  • 34. PERSERVERANCE
  • 35. RESULTS
  • 36. GENEROSITY
  • 37. “No matter how much you plan, it is tenacity,unyielding desire to succeed, and the ability tocope with change that will eventually prevail.”.Perry Payne (born 1966), Rugby Player, Father, Executive TENACITY
  • 38. http://gloriarand.wordpress.com/category/blogging-2/TENACITY & AUTHENTICITY
  • 39. http://gloriarand.wordpress.com/category/blogging-2/TENACITY & AUTHENTICITY
  • 40. http://gloriarand.wordpress.com/category/blogging-2/TENACITY & AUTHENTICITY
  • 41. http://searchenginewatch.com/article/2054740/Schedule-optimization-for-SES-New-YorkGENEROSITY BREEDS GENEROSITY
  • 42. MysteryGuest’s Stroke of Genius AHA!
  • 43. GENEROSITY SQUARED
  • 44. RESULTS
  • 45. TRANSPARENCY & COURAGE
  • 46. RESULTS
  • 47. TRANSPARENCY IS STICKY
  • 48. SOCIAL CLOUT INCREASES
  • 49. I Told You That Story,So I Could Tell You This Story
  • 50. Our only marketing expense? Flights + hotels for conferences/eventsMore at http://www.seomoz.org/blog/the-history-of-seomoz
  • 51. How Did You Do That?
  • 52. 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
  • 53. It all starts withContent Marketing
  • 54. A Blog We Update Every Day
  • 55. “Viral” Targeted Contenthttp://www.seomoz.org/article/search-ranking-factors
  • 56. “Viral” Targeted Contenthttp://guides.seomoz.org/beginners-guide-to-search-engine-optimization
  • 57. “Viral” Targeted Contenthttp://www.seomoz.org/seo-industry-survey
  • 58. Graphics + Illustrations
  • 59. A Weekly Video Serieshttp://www.seomoz.org/blog/category/33
  • 60. Build it and they’ll come?Nope. Build it, then market it.
  • 61. Comments + Conversations
  • 62. Social NetworksData and charts of our Facebook and Twitter account performance via http://export.ly
  • 63. 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
  • 64. Q+A Sites / Forums
  • 65. Conferences + Events
  • 66. SEO
  • 67. Email MarketingWe use/love http://www.mailchimp.com (who now has a cool free option for early stage folks)
  • 68. 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
  • 69. Design Like an “Award Winner” Check out http://google.com/search?q=css+gallery for tons of great galleries and inspiration
  • 70. Tactical Assaults
  • 71. LEVERAGE FUN
  • 72. LEVERAGE FUN
  • 73. LEVERAGE FUN
  • 74. LEVERAGE FUN
  • 75. http://www.seomoz.org/linkscape_comic.htmlEXCEPTIONAL WORK
  • 76. TRANSPARENCY
  • 77. TRANSPARENCY HAS ITS PRICE
  • 78. EMPATHY
  • 79. Advanced Tactics
  • 80. AUTHENTICITY
  • 81. PIRATE SHIPS
  • 82. Q+A OMCAR2012 60 days to play w/Mozzers(and kick your competitors’ proverbial….!!)• Twitter: @SEOmom• Blog: www.seomoz.org/blog• Email: gillian@seomoz.org