2012-02 iStrategy Sydney, AU Community Development and Management

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The nature of communities and how to create and manage a long-lived brand community of value.

The nature of communities and how to create and manage a long-lived brand community of value.

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  • We’re the world’s most popular provider of search marketing software, covering everything from technical SEO issues to social media monitoring, We serve SMBs to Fortune 100 enterprises with actionable information, community support, tools and monitoring platform to make search marketing faster, easier, and more effective. We don’t do any consulting.
  • Social Media does not create or change the story of a company
  • What is the ‘truth’ that Social Media is spreading so efficiently? It’s the truth about the nature of a company or brand. That’s what it’s spreading
  • The nature of a company can sometimes be found in its guiding principles
  • But whether it’s nature is codified in written tenets or not
  • The nature of a company is always found in its processes and the nature of its customer service.
  • It merely increases the speed with which the message travels
  • …and the breadth of the coverage of the message
  • The common conversation around Social Media is often centered on tactical advice
  • Select platforms
  • Target markets
  • Likes are the new links
  • Depth + breadth of engagement = ROI
  • Etc. And these conversations ARE important… and we’re going to hear a lot about the tactics that work and those that don’t from amazingly transparent and generous marketers of some pretty powerful brands here today. In advance, I’m going to say, “thank you.” 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, I’m going to talk about the Nature of Social Media – what it does and how it does it…
  • Let’s begin by taking a long view on the word ‘community’ and some related terms. Here’s a cosmic cluster… perhaps a ‘community’ of stars. Are clusters community? Perhaps not.Photo credit: http://asterisk.apod.com/viewtopic.php?&t=25161
  • From the infinitely great to the very, very small. Is a cluster of cells a ‘community’? Perhaps not as well. But I hope you’re already beginning to think more deeply about the concept of community and communication between organisms.http://talk-technology.blogspot.com/2012/01/biologists-replicate-key-evolutionary.html
  • This aspen tree cluster is very 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? A ‘community’ of organismsperhaps able to survive on their own, but ‘choosing’ to connect – ‘choosing’ to be interdependent In order to truly thrive?
  • Photo credit: http://en.wikipedia.org/wiki/File:Coral_detail.jpg
  • Photo credit: http://www.globalcontentstrategy.com/2010/12/learn-from-fish-shoaling-schooling-and.html
  • Photo credit: http://content.usatoday.com/communities/sciencefair/post/2010/07/ancient-humans-lived-in-norfolk-up-to-950000-years-ago/1And http://www.historycooperative.org/cgi-bin/justtop.cgi?act=justtop&url=http://www.historycooperative.org/journals/jwh/16.4/beaujard.html
  • Photo credit: http://sfbayview.com/2009/rev-joseph-lowery%E2%80%99s-inaugural-benediction-%E2%80%93-video-and-transcript/
  • Photo credit: http://content.usatoday.com/communities/sciencefair/post/2010/07/ancient-humans-lived-in-norfolk-up-to-950000-years-ago/1
  • Photo credit: http://worldpeace.org/blog/?p=3803
  • Photo credit: http://www.triplepundit.com/2010/06/community-based-marketing-making-green-relevant-lessons-from-harley-davidson/
  • Photo credit: http://www.saeedgatson.com/the-importance-of-community-population/
  • Photo credit: http://www.seomoz.org/blog/meet-the-mozzers
  • http://www.ericfoster.org/?cat=7
  • Photo credit: http://daverabbit.podomatic.com/
  • Here’s the story of how SEOmoz built the world’s 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 taught the children, “If you share, you will get more”.
  • In 1993, I became involved in a web startup. That made me a Grand Dame of Internet Marketing… you know: I was there 60 seconds before the next guy.
  • In 1999, Rand Fishkin 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
  • 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.”I 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 clients’ 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 ‘The Dip’, into profitability
  • 2003 Rand begins to write SEOmoz.org to share what he’s learning about SEO with others. Opening comments and allowing others to blog generates interest from intelligent, capable SEOs
  • 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
  • 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 VC’s radar and the company is funded.
  • REPUTATION IS STICKY2011. People still remember this amazing transparency. When Rand ‘live blogged’ 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. Sharing good news, bad news, shockingly poor news… transparency became the hallmark of the ‘Moz brand.
  • So far, sharing and being transparent about what would seem to logical human beings to be disastrous choices, have started to pay off.
  • With 20-20 hindsight, I can tell you this story with some clarity and insight into how you can create and leverage the value of online brand communities.
  • SEOmoz’ basic stats – without placing a single ‘paid ad’ until late 2010.
  • Tactics.
  • We accomplished it through ALL the pieces of inbound marketing. This includes SEO and email marketing as well as what we’d now call ‘traditional’ social media marketing.
  • There are now about 15 regular paid contributors to the SEOmoz blog, some inhouse and some outsourced.
  • We cull industry leaders to develop industry-standard information around the subject. Think about information about your industry that you’d give your eye teeth to know… and share that.
  • Humans thrive on regularity. A good piece of video content is good. A REGULARLY SCHEDULED good piece of content is sticky.
  • Pssst… these are the MONEY SLIDES!
  • Comment deeply. Liking something or saying, “That’s cool” is insufficient. Damned it vs. damned you: never cross the line.
  • We track social activity using SimplyMeasured.com – free analytics reports.
  • 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
  • Stay focused on the basics. Don’t ignore good site architecture, valuable, well written and displayed content, solid link building by connecting with trustworthy domains with solid Domain Authority. You don’t beg for links – you EARN them. Hence the term, Earned Media Marketing.
  • Stay focused on the basics. Don’t ignore good site architecture, valuable, well written and displayed content, solid link building by connecting with trustworthy, strong domains on the web.
  • 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’s not interesting if you talk to your facebook fans.
  • It’s also not interesting if they talk back to you
  • Communities become interesting – in other words, solid and valuable – when the members talk TO EACH OTHER.
  • 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.
  • Mozcation, Post-It Wars, and RogerBot are all demonstrations of the FUN concept at SEOmoz. Be sure you mindfully create representations of the message you’re trying to portray. Fun IS perfect for esoteric b2b products and services.
  • Post-It Wars – sometimes we create social media events even when we’re not trying.
  • Post-It Wars, a demonstrations of the FUN concept at SEOmoz.
  • 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.
  • Cartoons - Linkscape, the thing that could not be done – the BHAG. IMO, for an esoteric B2B company, having all the ‘fun’ elements without having some serious game under the hood would backfire.We have fun with the product launch. And we get as ‘salesy’ as we’ve ever been.
  • 2010 – We attempt to raise money and share how we do it. That was easy.
  • 2011 – We blow it again. And share it again. That’s not so easy.
  • Mozilla has another billboard on Union Square that reads: Dot com brains. Dot org heart
  • Build it form the inside out. We hire for TAGFEE first
  • If you start your community as a for-profit company, consider creating a ‘pirate ship’ inside your organization to create the community around it. Keep it silo’d. Connect it when you’re ready.
  • Build the dot-org first. Keep thinking like a .org
  • Mozcation, Post-It Wars, and RogerBot are all demonstrations of the FUN concept at SEOmoz. Be sure you mindfully create representations of the message you’re trying to portray. Fun IS perfect for esoteric b2b products and services.
  • Support your most loyal fans, regardless of how they express themselves.
  • Build it form the inside out. We hire for TAGFEE first
  • Build a culture of: "These are the right traits for the people who work here. These are the people who work out and the people who do not.”
  • Build it form the inside out. We hire for TAGFEE first

Transcript

  • 1. Explosions in Social MediaBuilding and Managing Brand Communities iStrategy2012 Gillian Muessig, President & Co-founder, SEOmoz February, 2012
  • 2. World’s most popular providerof search marketing software
  • 3. 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
  • 4. http://www.ragemonthly.com/
  • 5. http://www.projectsigma.co.uk/Guidelines/Summary/Principles.asp
  • 6. http://doggies.com/blog/2008/06/07/10-commandments/
  • 7. http://funnyoldchicks.typepad.com/funny-old-chicks-blog/2010/06/life-in-the-aark.html
  • 8. Speeds the Messagehttp://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. Spreads it Widerhttp://www.123rf.com/photo_5545967_orbits-of-binary-information-speeding-around-the-world-globe.html
  • 10. http://blog.stevesponder.com/?tag=activelistening
  • 11. Select PlatformsUsers: 50mm 750mm 200mm 120mm 10mmUsers: 14mm Millions 14mm 6.5mm Select Platforms
  • 12. Target MarketsTarget markets
  • 13. Likes Are the New Links http://www.dotcult.com/likes-and-pluses-are-the-new-links
  • 14. Depth + breadth of engagement = ROI
  • 15. Target markets
  • 16. The Nature of Communities
  • 17. Cosmic Cluster Look for patterns in clusters
  • 18. Single Cell Cluster See the patterns?
  • 19. Aspen Tree Cluster Many tree tops; single root structure
  • 20. Coral Cluster Endangered community
  • 21. Fish Cluster School of fish
  • 22. Bird Cluster Flock of herons
  • 23. Human Cluster Human communities
  • 24. Human Cluster
  • 25. Clusters ≠ Communities Interest Groups
  • 26. Interest Group Girl Scouts
  • 27. Brand “Community” (group) Harley Davidson
  • 28. Gaming “Community” (group) World of Warcraft – Second Life - others
  • 29. Industry Community American Medical Association
  • 30. Event Community iStrategy Sydney 2012
  • 31. Tech Corporate Community SEOmoz Community
  • 32. Political Community Third Reich
  • 33. Social Community Platforms
  • 34. Anthropology of Communities• Shared Values• Shared Goals• Shared Experience It’s not about shared interests or skill sets
  • 35. Live Trumps Online The nature of communities
  • 36. Human Communication Learning Happens Early The nature of communities
  • 37. Shared Values
  • 38. Shared Goals
  • 39. Shared Experience
  • 40. The Story of ‘Moz
  • 41. STEADFAST
  • 42. STEADFAST
  • 43. GENEROSITY
  • 44. http://en.fotolia.com/id/10119250
  • 45. http://www.nitro-digital.co.uk/blog/2011/03/09/internet-revolution-in-publishing/ EXCEPTIONAL
  • 46. http://en.wikipedia.org/wiki/Hubble_Space_Telescope AUTHENTICITY
  • 47. http://www.motherboard.tv/2010/3/10/silicon-silliness-the-bubble-burst-10-years-ago-today--2
  • 48. http://alburywebdesign.com/ TENACITY
  • 49. http://www.articlesbase.com/elderly-care-articles/social-media-provides-needed-sunshine-for-seniors-and-shut-ins-4790859.html TENACITY
  • 50. PERSERVERANCE
  • 51. RESULTS
  • 52. GENEROSITY
  • 53. http://gloriarand.wordpress.com/category/blogging-2/TENACITY & AUTHENTICITY
  • 54. http://gloriarand.wordpress.com/category/blogging-2/TENACITY & AUTHENTICITY
  • 55. http://gloriarand.wordpress.com/category/blogging-2/TENACITY & AUTHENTICITY
  • 56. http://gloriarand.wordpress.com/category/blogging-2/TENACITY & AUTHENTICITY
  • 57. http://searchenginewatch.com/article/2054740/Schedule-optimization-for-SES-New-YorkGENEROSITY BREEDS GENEROSITY
  • 58. MysteryGuest’s Stroke of Genius AHA!
  • 59. RESULTS
  • 60. 2006TRANSPARENCY & COURAGE
  • 61. 2007RESULTS
  • 62. 2010TRANSPARENCY IS STICKY
  • 63. SOCIAL CLOUT INCREASES
  • 64. SHARE AND YOU WILL GET MORE
  • 65. I Told You That Story,So I Could Tell You This Story
  • 66. Our only marketing expense? Flights + hotels for conferences/eventsMore at http://www.seomoz.org/blog/the-history-of-seomoz
  • 67. How Did You Do That?
  • 68. 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
  • 69. It all starts withContent Marketing
  • 70. A Blog We Update Every Day
  • 71. “Viral” Targeted Content http://www.seomoz.org/article/search-ranking-factors
  • 72. “Viral” Targeted Content http://guides.seomoz.org/beginners-guide-to-search-engine-optimization
  • 73. http://guides.seomoz.org/beginners-guide-to-search-engine-optimization
  • 74. Another Examplehttp://www.seomoz.org/seo-industry-survey
  • 75. Good Graphics + Illustrations
  • 76. A Weekly Video Series http://www.seomoz.org/blog/category/33
  • 77. Build it and they’ll come?Nope. Build it, then market it.
  • 78. Comments & Conversations
  • 79. Social NetworksData and charts of our Facebook and Twitter account performance via http://export.ly
  • 80. 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
  • 81. Q=A Sites / Forums
  • 82. Conferences & Events Days at the Office 7% Days in Transit 43% 32% Days Speaking at Conferences Other Days Out of Office 19% Distribution of Gillian’s Workdays 2011
  • 83. Slideshare.net Live=few; Download=1000’s
  • 84. SEO
  • 85. Domain Authority Revealed
  • 86. Email MarketingWe use/love http://www.mailchimp.com (who now has a cool free option for early stage folks)
  • 87. Advanced Tactical Assaults
  • 88. Design Like an Award Winner Check out http://google.com/search?q=css+gallery for tons of great galleries and inspiration
  • 89. 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
  • 90. Be the Center of Conversation
  • 91. Not Interesting
  • 92. Better, But Still Not Great
  • 93. YOUmoz
  • 94. YOUmoz
  • 95. Leverage Fun
  • 96. Leverage Fun
  • 97. Leverage Fun
  • 98. Be Iconic
  • 99. http://www.seomoz.org/linkscape_comic.htmlExceptional Work
  • 100. Transparency 2011
  • 101. Transparency Has A Price 2011
  • 102. Authenticity
  • 103. Authenticity
  • 104. Pirate Ships
  • 105. Generosity
  • 106. Fun
  • 107. That’s Brand Loyaltyhttp://rebeccashowerman.com/2011/05/17/thats-brand-loyalty-the-making-of-the-mozbot-tattoo/
  • 108. EmpathyVisceral and Time Consuming
  • 109. Exceptional Workhttp://rebeccashowerman.com/2011/05/17/thats-brand-loyalty-the-making-of-the-mozbot-tattoo/
  • 110. Know Your StoryTransparencyAuthenticityGenerosityFunEmpathyExceptional Work Get the Word Out
  • 111. Q+AiStrategy2012 60 days to play w/Mozzers (…and kick off your own community)• Twitter: @SEOmom• Blog: www.seomoz.org/blog• Email: gillian@seomoz.org