2012-03 Miva Merchant Conference Keynote - Communities
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2012-03 Miva Merchant Conference Keynote - Communities

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  • 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://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/
  • Photo credit: http://daverabbit.podomatic.com/
  • Photo credit: http://daverabbit.podomatic.com/
  • Photo credit: http://daverabbit.podomatic.com/
  • Concept credit: http://jrichardstevens.com/articles/wilson_peterson.pdf
  • Concept credit: http://jrichardstevens.com/articles/wilson_peterson.pdfPhoto credit: http://codeclass.tumblr.com/page/2
  • Concept credit: http://jrichardstevens.com/articles/wilson_peterson.pdfPhoto credit: http://www.cuisinecuisine.com/IndianCulture.htm
  • Concept credit: http://jrichardstevens.com/articles/wilson_peterson.pdf
  • \\
  • \\http://www.chinadaily.com.cn/cndy/2011-01/07/content_11805628.htm
  • \\http://www.chinadaily.com.cn/cndy/2011-01/07/content_11805628.htm
  • http://www.planetblacksburg.com/2007/04/the-wall-a-community-in-grief-1.php
  • Photo credit: http://infographics.collentine.com/facebook-leads-sharing-with-24-of-market
  • Photo credits: http://en.wikipedia.org/wiki/Fire and http://cooking.savvy-cafe.com/category/campfire-cooking/ and
  • Photo credits: http://en.wikipedia.org/wiki/Fire and http://cooking.savvy-cafe.com/category/campfire-cooking/ and
  • Photo credits: http://en.wikipedia.org/wiki/Fire and http://cooking.savvy-cafe.com/category/campfire-cooking/ and

2012-03 Miva Merchant Conference Keynote - Communities 2012-03 Miva Merchant Conference Keynote - Communities Presentation Transcript

  • CONFERENCE 2012 March 7 - 10, 2012Thriving in the 21st Century Gillian Muessig | President
  • Somemarketing
  • Interruption… stops us
  • from doing what wewant to do,
  • …so it can sell us
  • stuff we don’t need.
  • That’s Interruption Marketing
  • Interruptive Marketing
  • Interruption Marketers
  • Interruption Marketers Me
  • AdsInterruption Marketers Me
  • That’sNotHowWeroll.
  • CONFERENCE 2012How We Buy March 7 - 10, 2012in 2012
  • Realize a Need
  • Investigate Options
  • Ask Our Friends
  • Seek Out Experts
  • Find Communities
  • Dig Into Every Detail
  • Convert
  • CONFERENCE 2012 March 7 - 10, 2012You don’t buy those visitors.You earn them.
  • 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 Human communities
  • Human cluster Obama inauguration day 2009
  • 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 EmMeCon
  • Tech Corporate Community SEOmoz Community
  • Political Community Third Reich
  • Social Community Platforms
  • Anthropology of CommunitiesShared ValuesShared GoalsShared Experience It’s not about shared interests or skill sets
  • Live trumps online The nature of communities
  • Human communication learning The nature of communities
  • Shared Values
  • Shared Goals
  • Shared Experience
  • Shared Experience
  • Shared Experience
  • People - Personas
  • Faster Online communities “happen” faster
  • Reformation Online communities are reforming global and local power relationships
  • Communities in context Online communities operate in the context of the social & political worlds in which they develop
  • Reformation Not exempt from the rules and norms of the world
  • Parting Thoughts Online communities are not the scourge of the earth
  • Parting Thoughts They help isolated people to connect
  • Community Binds Us Social communities connect disparate cultures
  • Support the Grieving
  • Enables Us to Share Enable us to share our interests
  • And like fire…
  • Social Communities require care
  • and vigilence in handling
  • Every One of These Marketing Tactics News/Media/PR SEO Email Blogs + Blogging Research/White Papers InfographicsComment Marketing Social Networks Online Video INBOUND MARKETING! Local Portals Forums (AKA all the “free” traffic sources) WebinarsSocial Bookmarking Word of Mouth Direct/Referring Links Podcasting Type-In Traffic Q+A Sites Helps Every Other One
  • Parting Thoughts
  • @SEOmomwww.seomoz.org/blgillian@seomoz.orgog