Miva Merchant Conference 2013 e-Commerce Community Marketing

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Leveraging brand communities to increase sales in eCommerce. Understand the metrics of marketing to brand communities, as well as tactics for development and management.

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  • http://www.topspeed.com/motorcycles/motorcycle-club/ke2446.html
  • http://www.edge-online.com/news/e3-2012-sony-press-conference-report/
  • American Medical Association
  • American Medical Association
  • American Medical Association
  • Social Media Platforms - http://www.ericfoster.org/?cat=7
  • Social Media Platforms - http://www.ericfoster.org/?cat=7
  • Shared Values
  • Shared Values
  • Shared Values
  • Shared Values
  • Shared Values
  • Shared Values
  • Shared Values
  • Image credit: http://www.omm.com/practices/servicedetail.aspx?service=33
  • Image credit: http://www.omm.com/practices/servicedetail.aspx?service=33
  • Image credit: http://www.omm.com/practices/servicedetail.aspx?service=33
  • Image credit: http://www.omm.com/practices/servicedetail.aspx?service=33
  • Image credit: http://www.omm.com/practices/servicedetail.aspx?service=33
  • Image credit: http://www.omm.com/practices/servicedetail.aspx?service=33
  • Image credit: http://www.omm.com/practices/servicedetail.aspx?service=33
  • Image credit: http://www.omm.com/practices/servicedetail.aspx?service=33
  • Image credit: http://www.omm.com/practices/servicedetail.aspx?service=33
  • Image credit: http://www.omm.com/practices/servicedetail.aspx?service=33
  • Image credit: http://www.omm.com/practices/servicedetail.aspx?service=33
  • Image credit: http://www.omm.com/practices/servicedetail.aspx?service=33
  • Image credit: http://www.omm.com/practices/servicedetail.aspx?service=33
  • Image credit: http://www.omm.com/practices/servicedetail.aspx?service=33
  • Image credit: http://www.omm.com/practices/servicedetail.aspx?service=33
  • Image credit: http://www.omm.com/practices/servicedetail.aspx?service=33
  • Image credit: http://www.omm.com/practices/servicedetail.aspx?service=33
  • Image credit: http://www.omm.com/practices/servicedetail.aspx?service=33
  • Image credit: http://www.omm.com/practices/servicedetail.aspx?service=33
  • Shared Values
  • 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.
  • We accomplished it by leveraging all the pieces of inbound marketing. This includes SEO and email marketing as well as what we’d now call ‘traditional’ social media marketing.
  • Viral targeted content
  • Viral targeted content – long lasting content value
  • Viral targeted content – long lasting content value requires renovation and refurbishing
  • Graphics do not need to be complex. In truth, these graphics took us more time to create than…
  • Some of these more recent, more ‘pro’ looking graphics. The tools and toys just keep getting better. Pictures ARE worth 1000 words – add tags so bots can ‘see’ the pictures, too.
  • The trick to video – or any content is CONSISTENCY. Humans thrive on regularity. A good piece of video content is good. A REGULARLY SCHEDULED good piece of content is sticky.
  • YOUmoz is where we engage with our readers and colleagues in search in a very deep way. The metrics we measure here are very important – they tell us about the status of our ‘house’
  • As your community grows, leverage their power to: answer questions, engage new members, promote your brand, provide customers service and manage trolls.
  • For a number of years, we hosted an industry marketplace where companies could list their brand, services, location, and get a link back to their site. While getting a link from SEOmoz.org was cool, the Marketplace wasn’t, as Casey at ‘Moz pointed out, “putting our best foot forward.” We shut it down and encouraged members to use LinkedIn: that kind of marketplace is their prime directive.
  • For many years, very small and over-sold, mozCON remains the industry’s most acclaimed professional event.
  • Understand the power of the people who read your blog. Connect deeply with those who can and want to spread the word.
  • Comment deeply. Liking something or saying, “That’s cool” is insufficient. Damned it vs. damned you: never cross the line.
  • 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
  • We track social activity using SimplyMeasured.com – free analytics reports.
  • We track social activity using SimplyMeasured.com – free analytics reports.
  • Domain authority follows brand authority
  • 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.
  • 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, a demonstrations of the FUN concept at SEOmoz.
  • Post-It Wars, a demonstrations of the FUN concept at SEOmoz.
  • Miva Merchant Conference 2013 e-Commerce Community Marketing

    1. 1. Brand CommunitiesGillian Muessig/@SEOmom
    2. 2. Leveraging Brand CommunitiesTurn Browsers into Customers and Customers into Repeat Customers Brand Communities Gillian Muessig/@SEOmom
    3. 3. If you don’t start thinking of“digital marketing” as simply“marketing” you actually put your brand at risk.
    4. 4. The Nature of Communities
    5. 5. Cosmic Cluster
    6. 6. Single Cell Cluster
    7. 7. Aspen Tree Cluster
    8. 8. Aqua Cluster
    9. 9. Bird Cluster (Flock)Bird Cluster (Flock)
    10. 10. Human ClustersHuman Clusters
    11. 11. Human Cluster (Temporary)
    12. 12. Clusters = Communities
    13. 13. Interest Group
    14. 14. Event Group
    15. 15. Groups = Communities
    16. 16. Brand Community
    17. 17. Gaming Communit
    18. 18. Industry Community
    19. 19. Tech Corp Community
    20. 20. Political Community
    21. 21. Anthropology of Communities• Shared Values• Shared Goals• Shared Experience It’s not just about shared interests or skill sets
    22. 22. The Story of Moz
    23. 23. We sell: Esoteric B2B Technology Software To an Underserved Niche Market This is our story.
    24. 24. 1981
    25. 25. If you share, you will get more
    26. 26. 19931993
    27. 27. 1997
    28. 28. 2001
    29. 29. 2002
    30. 30. 2004
    31. 31. 2003
    32. 32. 2003
    33. 33. 2004
    34. 34. 2005
    35. 35. 2006
    36. 36. 2005
    37. 37. 2006
    38. 38. 2005
    39. 39. 2006
    40. 40. 2007
    41. 41. If you share, you will get more
    42. 42. I Told You That Story,So I Could Tell You This One
    43. 43. 2011
    44. 44. 2012
    45. 45. How did you do that?
    46. 46. 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
    47. 47. It starts with Content Marketing
    48. 48. Viral content
    49. 49. NOT logged in
    50. 50. update it
    51. 51. simple graphics
    52. 52. make your point
    53. 53. video
    54. 54. members blog
    55. 55. bounce rate counts
    56. 56. peer powered q&a
    57. 57. marketplace
    58. 58. mozcon
    59. 59. market intelligently
    60. 60. Build it and they will come?
    61. 61. Nope. Build and market it… and they will come
    62. 62. comment marketing
    63. 63. http://news.ycombinator.com, http://delicious.com, http://stumbleupon.com http://reddit.com have historically performed best for us, but you should test results social bookmarking
    64. 64. quora / q&a sites
    65. 65. social networks
    66. 66. Days at the Office 7% Days in Transit 43%32% Days Speaking at Conferences Other Days Out of Office 19% public speaking
    67. 67. 7% 43%32% 19% slideshare
    68. 68. 7% 43%32% 19% the basics change
    69. 69. 7% 43%32% 19% domain authority
    70. 70. 7% 43%32% 19% email (still) rocks
    71. 71. Know what you’re building
    72. 72. 7% 43%32% 19% Get centered
    73. 73. 7% 43%32% 19% Get centered
    74. 74. 7% 43%32% 19% getting it right
    75. 75. 7% 43% 32% 19%remember these guys?
    76. 76. 7% 43%32% 19%remember this place?
    77. 77. 7% leverage fun
    78. 78. 7% leverage fun
    79. 79. 7% leverage fun
    80. 80. 7%Fun, still excellent http://www.seomoz.org/linkscape_comic.html
    81. 81. be iconic
    82. 82. Bright folks doing smart things
    83. 83. referral marketing
    84. 84. CRO
    85. 85. email optimization
    86. 86. 30 day free trial
    87. 87. Now with30 day free trial
    88. 88. gillian@seomoz.org @SEOmom
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