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CONFERENCE 2012
                         March 7 - 10, 2012




Thriving in the   21st   Century
                  Gillian Muessig | President
Some
marketing
Interruption…
 stops us
from doing what we
want to do,
…so it can sell us
stuff we don’t need.
That’s Interruption Marketing
Interruptive Marketing
Interruption Marketers
Interruption Marketers   Me
Ads




Interruption Marketers   Me
That’s
Not
How
We
roll.
CONFERENCE 2012
How We Buy   March 7 - 10, 2012


in 2012
Realize a Need
Investigate Options
Ask Our Friends
Seek Out Experts
Find Communities
Dig Into Every Detail
Convert
CONFERENCE 2012
                    March 7 - 10, 2012




You 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 Communities

Shared Values
Shared Goals
Shared 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


                                                                               Infographics
Comment Marketing

                                                                                  Social Networks
 Online Video
                     INBOUND MARKETING!                                            Local Portals

     Forums           (AKA all the “free” traffic sources)
                                                                                     Webinars

Social Bookmarking                                                         Word of Mouth

         Direct/Referring Links                                   Podcasting

                                  Type-In Traffic     Q+A Sites


                     Helps Every Other One
Parting Thoughts
@SEOmom
www.seomoz.org/bl
gillian@seomoz.org
og

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2012-03 Miva Merchant Conference Keynote - Communities

Editor's Notes

  1. 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
  2. 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
  3. 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?
  4. Photo credit: http://en.wikipedia.org/wiki/File:Coral_detail.jpg
  5. Photo credit: http://www.globalcontentstrategy.com/2010/12/learn-from-fish-shoaling-schooling-and.html
  6. 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
  7. 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
  8. Photo credit: http://sfbayview.com/2009/rev-joseph-lowery%E2%80%99s-inaugural-benediction-%E2%80%93-video-and-transcript/
  9. Photo credit: http://content.usatoday.com/communities/sciencefair/post/2010/07/ancient-humans-lived-in-norfolk-up-to-950000-years-ago/1
  10. Photo credit: http://worldpeace.org/blog/?p=3803
  11. Photo credit: http://www.triplepundit.com/2010/06/community-based-marketing-making-green-relevant-lessons-from-harley-davidson/
  12. Photo credit: http://www.saeedgatson.com/the-importance-of-community-population/
  13. Photo credit: http://www.seomoz.org/blog/meet-the-mozzers
  14. http://www.ericfoster.org/?cat=7
  15. Photo credit: http://daverabbit.podomatic.com/
  16. Photo credit: http://daverabbit.podomatic.com/
  17. Photo credit: http://daverabbit.podomatic.com/
  18. Photo credit: http://daverabbit.podomatic.com/
  19. Concept credit: http://jrichardstevens.com/articles/wilson_peterson.pdf
  20. Concept credit: http://jrichardstevens.com/articles/wilson_peterson.pdfPhoto credit: http://codeclass.tumblr.com/page/2
  21. Concept credit: http://jrichardstevens.com/articles/wilson_peterson.pdfPhoto credit: http://www.cuisinecuisine.com/IndianCulture.htm
  22. Concept credit: http://jrichardstevens.com/articles/wilson_peterson.pdf
  23. \\
  24. \\http://www.chinadaily.com.cn/cndy/2011-01/07/content_11805628.htm
  25. \\http://www.chinadaily.com.cn/cndy/2011-01/07/content_11805628.htm
  26. http://www.planetblacksburg.com/2007/04/the-wall-a-community-in-grief-1.php
  27. Photo credit: http://infographics.collentine.com/facebook-leads-sharing-with-24-of-market
  28. Photo credits: http://en.wikipedia.org/wiki/Fire and http://cooking.savvy-cafe.com/category/campfire-cooking/ and
  29. Photo credits: http://en.wikipedia.org/wiki/Fire and http://cooking.savvy-cafe.com/category/campfire-cooking/ and
  30. Photo credits: http://en.wikipedia.org/wiki/Fire and http://cooking.savvy-cafe.com/category/campfire-cooking/ and