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The Moz rebrand story: what we learned
(both good and bad) on our journey from
SEOmoz to Moz.
Masters of Business Online –...
What does “rebrand” mean?

2

@justinvanning
Why do companies rebrand?

3

@justinvanning
Why do companies rebrand?

4
1. Have the right reasons for rebranding and let those
reasons guide you throughout the project. Make sure your
team suppo...
Why did we decide to rebrand?

7

@justinvanning
2. Set goals and BHAG’s that the entire company can shoot
for with the rebrand launch.
Marketing goals of the rebrand for launch day/week…

9

@justinvanning
3. Don’t try to do too much. Be willing to de-scope the
project so you can meet your deadlines.
So what did we want to change with our rebrand?

11
Seriously, we planned to launch a new brand, website, and product at the
same time. Yeah we were crazy!

12

@justinvannin...
4. Stay organized. Come up with some sort of way to track
all the projects and status of each.
We used a master spreadsheet at Moz to help organize and plan all
rebrand related activities.

14
5. Build buzz prior to launch if possible.
How did we build buzz prior to launch?

16
6. Plan your launch day site takeovers well in advance
What did our launch day site takeover presence look like?

18

@justinvanning
How did our paid advertising perform on launch day?

Wallpaper Ad Unit
81,892
impressions
2,442 clicks
2.98% CTR
*highest ...
7. Plan your social media account migration in advance to
coordinate for a smooth launch day experience.
How did we migrate our social accounts?

21

@justinvanning
8. When planning and building a new website, make sure
you don’t get too crazy where the site becomes inflexible.
Things we did well with our new site...

23

@justinvanning
Things we did well with our new site...

24

@justinvanning
Things we did well with our new site...

25

@justinvanning
Things we could’ve done better…

26

@justinvanning
Things we could’ve done better…

27

@justinvanning
9. Try to make sure you are still releasing things during this
major project so your teams have milestones to celebrate.
B...
10. Communicate the results of your goals/launch day with
the entire company.
So, how did we do?

30
So, how did we do?

31

@justinvanning
So, how did we do?

Facebook Stats:
1st post (launch at 7:15am):
Reach - 61664
Comments - 115
Likes - 692
Shares - 71
Clic...
Key takeaways from our rebrand:
• Plan ahead and plan for the unexpected
• Involve everyone at your company
• Have a clear...
Last but not least, have fun and celebrate your hard work!

See what our launch day was like: http://seomoz.wistia.com/med...
Thanks for listening!
35

@justinvanning
The Moz rebrand story: what we learned (both good and bad) on our journey from SEOmoz to Moz.
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The Moz rebrand story: what we learned (both good and bad) on our journey from SEOmoz to Moz.

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The Moz rebrand story began over 2 years ago. As SEOmoz, we took on the task of rebranding the company, launching a new website, and launching a new software product all at the same time. See what we learned (both good and bad) along the way.

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The Moz rebrand story: what we learned (both good and bad) on our journey from SEOmoz to Moz.

  1. 1. The Moz rebrand story: what we learned (both good and bad) on our journey from SEOmoz to Moz. Masters of Business Online – Oct 9, 2013 Justin Vanning: Senior Customer Acquisition Manager @justinvanning
  2. 2. What does “rebrand” mean? 2 @justinvanning
  3. 3. Why do companies rebrand? 3 @justinvanning
  4. 4. Why do companies rebrand? 4
  5. 5. 1. Have the right reasons for rebranding and let those reasons guide you throughout the project. Make sure your team supports those reasons.
  6. 6. Why did we decide to rebrand? 7 @justinvanning
  7. 7. 2. Set goals and BHAG’s that the entire company can shoot for with the rebrand launch.
  8. 8. Marketing goals of the rebrand for launch day/week… 9 @justinvanning
  9. 9. 3. Don’t try to do too much. Be willing to de-scope the project so you can meet your deadlines.
  10. 10. So what did we want to change with our rebrand? 11
  11. 11. Seriously, we planned to launch a new brand, website, and product at the same time. Yeah we were crazy! 12 @justinvanning
  12. 12. 4. Stay organized. Come up with some sort of way to track all the projects and status of each.
  13. 13. We used a master spreadsheet at Moz to help organize and plan all rebrand related activities. 14
  14. 14. 5. Build buzz prior to launch if possible.
  15. 15. How did we build buzz prior to launch? 16
  16. 16. 6. Plan your launch day site takeovers well in advance
  17. 17. What did our launch day site takeover presence look like? 18 @justinvanning
  18. 18. How did our paid advertising perform on launch day? Wallpaper Ad Unit 81,892 impressions 2,442 clicks 2.98% CTR *highest ever on GW 2,066,064 impressions 5,177 clicks .25% CTR 19 Homepage Takeovers: 4,684,649 impressions 19,193 clicks 4,852 wait-list signups Other Paid Channels: 3,489 wait-list signups @justinvanning 1,989,397 impressions 10,255 clicks 0.52% CTR *Wallpaper units had 2.75% CTR or higher – one of the highest ever seen on BI 547,296 impressions 1,319 clicks .24% CTR *Wallpaper unit wasn’t clickable
  19. 19. 7. Plan your social media account migration in advance to coordinate for a smooth launch day experience.
  20. 20. How did we migrate our social accounts? 21 @justinvanning
  21. 21. 8. When planning and building a new website, make sure you don’t get too crazy where the site becomes inflexible.
  22. 22. Things we did well with our new site... 23 @justinvanning
  23. 23. Things we did well with our new site... 24 @justinvanning
  24. 24. Things we did well with our new site... 25 @justinvanning
  25. 25. Things we could’ve done better… 26 @justinvanning
  26. 26. Things we could’ve done better… 27 @justinvanning
  27. 27. 9. Try to make sure you are still releasing things during this major project so your teams have milestones to celebrate. Be wary of burnout.
  28. 28. 10. Communicate the results of your goals/launch day with the entire company.
  29. 29. So, how did we do? 30
  30. 30. So, how did we do? 31 @justinvanning
  31. 31. So, how did we do? Facebook Stats: 1st post (launch at 7:15am): Reach - 61664 Comments - 115 Likes - 692 Shares - 71 Clicks - 3636 Engagement: 587% above average FB post 32 2nd post (10:32am): Reach - 43888 Comments - 43 Likes - 540 Shares - 168 Clicks - 5659 Engagement: 527% above average FB post @justinvanning Twitter Stats: Inbound messages: 1729 Outbound Messages: 371 Messages sent by Mozzers: 350 #thenewmoz hashtag uses: 1086
  32. 32. Key takeaways from our rebrand: • Plan ahead and plan for the unexpected • Involve everyone at your company • Have a clear plan and goals for your rebrand • Communicate that plan and the goals with the entire company • Don’t make the project bigger than it needs to be • Be transparent with your customers and community on why you are making the changes you’re making • Be responsive to your customers and community with their feedback/questions regarding the rebrand
  33. 33. Last but not least, have fun and celebrate your hard work! See what our launch day was like: http://seomoz.wistia.com/medias/oz6cpnlpwr
  34. 34. Thanks for listening! 35 @justinvanning

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