CONFERENCE 2012                         March 7 - 10, 2012Thriving in the   21st   Century                  Gillian Muessi...
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 soci...
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    ...
Parting Thoughts
@SEOmomwww.seomoz.org/blgillian@seomoz.orgog
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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

    1. 1. CONFERENCE 2012 March 7 - 10, 2012Thriving in the 21st Century Gillian Muessig | President
    2. 2. Somemarketing
    3. 3. Interruption… stops us
    4. 4. from doing what wewant to do,
    5. 5. …so it can sell us
    6. 6. stuff we don’t need.
    7. 7. That’s Interruption Marketing
    8. 8. Interruptive Marketing
    9. 9. Interruption Marketers
    10. 10. Interruption Marketers Me
    11. 11. AdsInterruption Marketers Me
    12. 12. That’sNotHowWeroll.
    13. 13. CONFERENCE 2012How We Buy March 7 - 10, 2012in 2012
    14. 14. Realize a Need
    15. 15. Investigate Options
    16. 16. Ask Our Friends
    17. 17. Seek Out Experts
    18. 18. Find Communities
    19. 19. Dig Into Every Detail
    20. 20. Convert
    21. 21. CONFERENCE 2012 March 7 - 10, 2012You don’t buy those visitors.You earn them.
    22. 22. Cosmic cluster Look for patterns in clusters
    23. 23. Single cell cluster See the patterns?
    24. 24. Aspen tree cluster Many tree tops; single root structure
    25. 25. Coral cluster Endangered community
    26. 26. Fish cluster School of fish
    27. 27. Bird cluster Flock of herons
    28. 28. Human cluster Human communities
    29. 29. Human cluster Human communities
    30. 30. Human cluster Obama inauguration day 2009
    31. 31. Clusters ≠ Communities Interest Groups
    32. 32. Interest Group Girl Scouts
    33. 33. Brand “community” (group) Harley Davidson
    34. 34. Gaming “community” (group) World of Warcraft – Second Life - others
    35. 35. Industry Community American Medical Association
    36. 36. Event Community EmMeCon
    37. 37. Tech Corporate Community SEOmoz Community
    38. 38. Political Community Third Reich
    39. 39. Social Community Platforms
    40. 40. Anthropology of CommunitiesShared ValuesShared GoalsShared Experience It’s not about shared interests or skill sets
    41. 41. Live trumps online The nature of communities
    42. 42. Human communication learning The nature of communities
    43. 43. Shared Values
    44. 44. Shared Goals
    45. 45. Shared Experience
    46. 46. Shared Experience
    47. 47. Shared Experience
    48. 48. People - Personas
    49. 49. Faster Online communities “happen” faster
    50. 50. Reformation Online communities are reforming global and local power relationships
    51. 51. Communities in context Online communities operate in the context of the social & political worlds in which they develop
    52. 52. Reformation Not exempt from the rules and norms of the world
    53. 53. Parting Thoughts Online communities are not the scourge of the earth
    54. 54. Parting Thoughts They help isolated people to connect
    55. 55. Community Binds Us Social communities connect disparate cultures
    56. 56. Support the Grieving
    57. 57. Enables Us to Share Enable us to share our interests
    58. 58. And like fire…
    59. 59. Social Communities require care
    60. 60. and vigilence in handling
    61. 61. 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
    62. 62. Parting Thoughts
    63. 63. @SEOmomwww.seomoz.org/blgillian@seomoz.orgog
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