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.

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.

Transcript

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