Explosions in Social MediaBuilding and Managing Brand Communities              iStrategy2012        Gillian Muessig, Presi...
World’s most popular providerof search marketing software
http://www.google.com/imgres?q=story&hl=en&gbv=2&biw=1013&bih=637&tbm=isch&tbnid=42vc_CzgE7IBxM:&imgrefurl=http://ajitah.c...
http://www.ragemonthly.com/
http://www.projectsigma.co.uk/Guidelines/Summary/Principles.asp
http://doggies.com/blog/2008/06/07/10-commandments/
http://funnyoldchicks.typepad.com/funny-old-chicks-blog/2010/06/life-in-the-aark.html
Speeds the Messagehttp://www.google.com/imgres?q=speeding+train&hl=en&gbv=2&biw=1013&bih=637&tbm=isch&tbnid=n9EnjHipZ1amoM...
Spreads it Widerhttp://www.123rf.com/photo_5545967_orbits-of-binary-information-speeding-around-the-world-globe.html
http://blog.stevesponder.com/?tag=activelistening
Select PlatformsUsers:         50mm         750mm       200mm   120mm      10mmUsers:         14mm          Millions      ...
Target MarketsTarget markets
Likes Are the New Links http://www.dotcult.com/likes-and-pluses-are-the-new-links
Depth + breadth of engagement = ROI
Target markets
The Nature of Communities
Cosmic Cluster          Look for patterns in clusters
Single Cell Cluster                      See the patterns?
Aspen Tree Cluster       Many tree tops; single root structure
Coral Cluster            Endangered community
Fish Cluster               School of fish
Bird Cluster               Flock of herons
Human Cluster                Human communities
Human Cluster
Clusters ≠ Communities   Interest Groups
Interest Group                 Girl Scouts
Brand “Community” (group)                        Harley Davidson
Gaming “Community” (group)            World of Warcraft – Second Life - others
Industry Community           American Medical Association
Event Community             iStrategy Sydney 2012
Tech Corporate Community                     SEOmoz Community
Political Community                      Third Reich
Social Community Platforms
Anthropology of Communities•   Shared Values•   Shared Goals•   Shared Experience    It’s not about    shared interests or...
Live Trumps Online             The nature of communities
Human Communication Learning                   Happens Early                 The nature of communities
Shared Values
Shared Goals
Shared Experience
The Story of ‘Moz
STEADFAST
STEADFAST
GENEROSITY
http://en.fotolia.com/id/10119250
http://www.nitro-digital.co.uk/blog/2011/03/09/internet-revolution-in-publishing/   EXCEPTIONAL
http://en.wikipedia.org/wiki/Hubble_Space_Telescope   AUTHENTICITY
http://www.motherboard.tv/2010/3/10/silicon-silliness-the-bubble-burst-10-years-ago-today--2
http://alburywebdesign.com/   TENACITY
http://www.articlesbase.com/elderly-care-articles/social-media-provides-needed-sunshine-for-seniors-and-shut-ins-4790859.h...
PERSERVERANCE
RESULTS
GENEROSITY
http://gloriarand.wordpress.com/category/blogging-2/TENACITY & AUTHENTICITY
http://gloriarand.wordpress.com/category/blogging-2/TENACITY & AUTHENTICITY
http://gloriarand.wordpress.com/category/blogging-2/TENACITY & AUTHENTICITY
http://gloriarand.wordpress.com/category/blogging-2/TENACITY & AUTHENTICITY
http://searchenginewatch.com/article/2054740/Schedule-optimization-for-SES-New-YorkGENEROSITY BREEDS GENEROSITY
MysteryGuest’s Stroke of Genius   AHA!
RESULTS
2006TRANSPARENCY & COURAGE
2007RESULTS
2010TRANSPARENCY IS STICKY
SOCIAL CLOUT INCREASES
SHARE AND YOU WILL GET MORE
I Told You That Story,So I Could Tell You This Story
Our only marketing expense? Flights + hotels for conferences/eventsMore at http://www.seomoz.org/blog/the-history-of-seomoz
How Did You Do That?
News/Media/PR                                             SEO     Email        Blogs + Blogging                           ...
It all starts withContent Marketing
A Blog We Update Every Day
“Viral” Targeted Content  http://www.seomoz.org/article/search-ranking-factors
“Viral” Targeted Content  http://guides.seomoz.org/beginners-guide-to-search-engine-optimization
http://guides.seomoz.org/beginners-guide-to-search-engine-optimization
Another Examplehttp://www.seomoz.org/seo-industry-survey
Good Graphics + Illustrations
A Weekly Video Series http://www.seomoz.org/blog/category/33
Build it and they’ll come?Nope. Build it, then market it.
Comments & Conversations
Social NetworksData and charts of our Facebook and Twitter account performance via http://export.ly
Social News / Bookmarking   http://news.ycombinator.com, http://delicious.com, http://stumbleupon.com and   http://reddit....
Q=A Sites / Forums
Conferences & Events                     Days at the Office       7%                     Days in Transit             43% 3...
Slideshare.net     Live=few; Download=1000’s
SEO
Domain Authority Revealed
Email MarketingWe use/love http://www.mailchimp.com (who now has a cool free option for early stage folks)
Advanced Tactical Assaults
Design Like an Award Winner   Check out http://google.com/search?q=css+gallery for tons of great galleries and inspiration
Involve a Sharing-Incented Community    The brilliant strategy by http://www.urbanspoon.com made them one of the biggest p...
Be the Center of Conversation
Not Interesting
Better, But Still Not Great
YOUmoz
YOUmoz
Leverage Fun
Leverage Fun
Leverage Fun
Be Iconic
http://www.seomoz.org/linkscape_comic.htmlExceptional Work
Transparency               2011
Transparency Has A Price                           2011
Authenticity
Authenticity
Pirate Ships
Generosity
Fun
That’s Brand Loyaltyhttp://rebeccashowerman.com/2011/05/17/thats-brand-loyalty-the-making-of-the-mozbot-tattoo/
EmpathyVisceral and Time Consuming
Exceptional Workhttp://rebeccashowerman.com/2011/05/17/thats-brand-loyalty-the-making-of-the-mozbot-tattoo/
Know Your StoryTransparencyAuthenticityGenerosityFunEmpathyExceptional Work            Get the Word Out
Q+AiStrategy2012 60 days to play w/Mozzers   (…and kick off your own community)• Twitter: @SEOmom• Blog: www.seomoz.org/bl...
2012-02 iStrategy Sydney, AU Community Development and Management
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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.

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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
  • 2012-02 iStrategy Sydney, AU Community Development and Management

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