Explosions in Social MediaWhen Personal & Corporate Values Merge                     #SocialDayIndia       Gillian Muessig...
The era of traditional sales is officially over
Did you just interrupt my SKY??!!
http://www.amazon.com/Raving-Fans-Revolutionary-Approach-Customer/dp/0688123163/ref=sr_1_1?ie=UTF8&qid=1318890746&sr=8-1
http://www.amazon.com/Conversation-Marketing-Internet-Strategies/dp/1412092248/ref=sr_1_cc_1?s=videogames&ie=UTF8&qid=1318...
http://www.marketingprofs.com/charts/2011/5626/facebook-brands-should-target-friends-of-fans
http://www.google.com/imgres?q=story&hl=en&gbv=2&biw=1013&bih=637&tbm=isch&tbnid=42vc_CzgE7IBxM:&imgrefurl=http://ajitah.c...
http://www.google.com/imgres?q=speeding+train&hl=en&gbv=2&biw=1013&bih=637&tbm=isch&tbnid=n9EnjHipZ1amoM:&imgrefurl=http:/...
http://www.123rf.com/photo_5545967_orbits-of-binary-information-speeding-around-the-world-globe.html
http://blog.stevesponder.com/?tag=activelistening
Users:         50mm         750mm       200mm   120mm      10mmUsers:         14mm          Millions       14mm        6.5...
Target markets
http://www.dotcult.com/likes-and-pluses-are-the-new-links
Depth + breadth of engagement = ROI
Target markets
Let‟s Talk about Strategy
http://www.ragemonthly.com/
http://www.projectsigma.co.uk/Guidelines/Summary/Principles.asp
http://doggies.com/blog/2008/06/07/10-commandments/
http://funnyoldchicks.typepad.com/funny-old-chicks-blog/2010/06/life-in-the-aark.html
The Story of „Moz
STEADFAST
STEADFAST
GENEROSITY
GENEROSITY
http://en.fotolia.com/id/10119250
http://www.nitro-digital.co.uk/blog/2011/03/09/internet-revolution-in-publishing/   EXCEPTIONAL
AUTHENTICITY
http://www.motherboard.tv/2010/3/10/silicon-silliness-the-bubble-burst-10-years-ago-today--2
TENACITYhttp://alburywebdesign.com/
http://www.articlesbase.com/elderly-care-articles/social-media-provides-needed-sunshine-for-seniors-and-shut-ins-4790859.h...
PERSERVERANCE
RESULTS
GENEROSITY
http://gloriarand.wordpress.com/category/blogging-2/TENACITY & AUTHENTICITY
http://gloriarand.wordpress.com/category/blogging-2/TENACITY & AUTHENTICITY
http://gloriarand.wordpress.com/category/blogging-2/TENACITY & AUTHENTICITY
“No matter how much you plan, it is tenacity,unyielding desire to succeed, and the ability tocope with change that will ev...
http://searchenginewatch.com/article/2054740/Schedule-optimization-for-SES-New-YorkGENEROSITY BREEDS GENEROSITY
MysteryGuest’s Stroke of Genius                                  AHA!
GENEROSITY SQUARED
RESULTS
TRANSPARENCY & COURAGE
RESULTS
TRANSPARENCY IS STICKY
SOCIAL CLOUT INCREASES
I Told You That Story,So I Could Tell You This Story
Our only marketing expense? Flights + hotels for conferences/eventsMore at http://www.seomoz.org/blog/the-history-of-seomoz
How Did You Do That?
News/Media/PR                                             SEO     Email        Blogs + Blogging                           ...
It all starts withContent Marketing
A Blog We Update Every Day
“Viral” Targeted Contenthttp://www.seomoz.org/article/search-ranking-factors
“Viral” Targeted Contenthttp://guides.seomoz.org/beginners-guide-to-search-engine-optimization
“Viral” Targeted Contenthttp://www.seomoz.org/seo-industry-survey
Graphics + Illustrations
A Weekly Video Serieshttp://www.seomoz.org/blog/category/33
Build it and they’ll come?Nope. Build it, then market it.
Comments + Conversations
Social NetworksData and charts of our Facebook and Twitter account performance via http://export.ly
Social News / Bookmarkinghttp://news.ycombinator.com, http://delicious.com, http://stumbleupon.com andhttp://reddit.com ha...
Q+A Sites / Forums
Conferences + Events
SEO
Email MarketingWe use/love http://www.mailchimp.com (who now has a cool free option for early stage folks)
Involve a Sharing-Incented Community   The brilliant strategy by http://www.urbanspoon.com made them one of the biggest pl...
Design Like an “Award Winner”  Check out http://google.com/search?q=css+gallery for tons of great galleries and inspiration
Tactical Assaults
TAGFEETransparency – Authenticity – Generosity     Fun – Empathy - Exceptional                                            ...
LEVERAGE FUN
LEVERAGE FUN
LEVERAGE FUN
LEVERAGE FUN
http://www.seomoz.org/linkscape_comic.htmlEXCEPTIONAL WORK
TRANSPARENCY
TRANSPARENCY HAS ITS PRICE
EMPATHY
Top 5 Advanced Tactic Tips
Top Tip #5THINK LIKE A DOT-ORG         AUTHENTICITY
Top Tip #5PIRATE SHIPS
Top Tip #4  YOUmoz
Top Tip #3BE PREPARED TO PAY THE PRICE
Top Tip #2FOLLOW THE MONEY BACKWARDS
Top Tip #1ASK RAND – HE’S NOT BUSY! ;-)
Q+A         SSB2011 45 days to play w/Mozzers(and kick your competitors’ proverbial….!!)• Twitter: @SEOmom• Blog: www.seom...
2011 11 SocialIndia - The SEOmoz Community Case Study
2011 11 SocialIndia - The SEOmoz Community Case Study
Upcoming SlideShare
Loading in …5
×

2011 11 SocialIndia - The SEOmoz Community Case Study

1,139 views

Published on

How SEOmoz built a global brand community

Published in: Technology, Business
  • Be the first to comment

2011 11 SocialIndia - The SEOmoz Community Case Study

  1. 1. Explosions in Social MediaWhen Personal & Corporate Values Merge #SocialDayIndia Gillian Muessig, President & Co-founder, SEOmoz Novmeber, 2011
  2. 2. The era of traditional sales is officially over
  3. 3. Did you just interrupt my SKY??!!
  4. 4. http://www.amazon.com/Raving-Fans-Revolutionary-Approach-Customer/dp/0688123163/ref=sr_1_1?ie=UTF8&qid=1318890746&sr=8-1
  5. 5. http://www.amazon.com/Conversation-Marketing-Internet-Strategies/dp/1412092248/ref=sr_1_cc_1?s=videogames&ie=UTF8&qid=1318890891&sr=1-1-catcorr
  6. 6. http://www.marketingprofs.com/charts/2011/5626/facebook-brands-should-target-friends-of-fans
  7. 7. http://www.google.com/imgres?q=story&hl=en&gbv=2&biw=1013&bih=637&tbm=isch&tbnid=42vc_CzgE7IBxM:&imgrefurl=http://ajitah.com/blog/%3Fp%3D585&docid=JtZGt3OVTbNfRM&imgurl=http://ajitah.com/blog/wp-content/uploads/2011/02/Tell-Me-A-Story.jpg&w=1428&h=1419&ei=ArGcTrveLqaB4gSsusjjCQ&zoom=1&iact=hc&vpx=88&vpy=160&dur=69&hovh=224&hovw=225&tx=108&ty=128&sig=103195842722407947764&page=1&tbnh=114&tbnw=115&start=0&ndsp=17&ved=1t:429,r:0,s:0
  8. 8. http://www.google.com/imgres?q=speeding+train&hl=en&gbv=2&biw=1013&bih=637&tbm=isch&tbnid=n9EnjHipZ1amoM:&imgrefurl=http://superspeedtrain.com/tag/speeding/&docid=MwBff-dP8195bM&imgurl=http://superspeedtrain.com/wp-content/uploads/2011/06/high-speed-rail-update1.jpg&w=400&h=267&ei=WLGcTsS5Ceek4ATJ-oynCQ&zoom=1&iact=hc&vpx=483&vpy=324&dur=1396&hovh=183&hovw=275&tx=225&ty=104&sig=103195842722407947764&page=1&tbnh=125&tbnw=194&start=0&ndsp=12&ved=1t:429,r:6,s:0
  9. 9. http://www.123rf.com/photo_5545967_orbits-of-binary-information-speeding-around-the-world-globe.html
  10. 10. http://blog.stevesponder.com/?tag=activelistening
  11. 11. Users: 50mm 750mm 200mm 120mm 10mmUsers: 14mm Millions 14mm 6.5mm Select Platforms
  12. 12. Target markets
  13. 13. http://www.dotcult.com/likes-and-pluses-are-the-new-links
  14. 14. Depth + breadth of engagement = ROI
  15. 15. Target markets
  16. 16. Let‟s Talk about Strategy
  17. 17. http://www.ragemonthly.com/
  18. 18. http://www.projectsigma.co.uk/Guidelines/Summary/Principles.asp
  19. 19. http://doggies.com/blog/2008/06/07/10-commandments/
  20. 20. http://funnyoldchicks.typepad.com/funny-old-chicks-blog/2010/06/life-in-the-aark.html
  21. 21. The Story of „Moz
  22. 22. STEADFAST
  23. 23. STEADFAST
  24. 24. GENEROSITY
  25. 25. GENEROSITY
  26. 26. http://en.fotolia.com/id/10119250
  27. 27. http://www.nitro-digital.co.uk/blog/2011/03/09/internet-revolution-in-publishing/ EXCEPTIONAL
  28. 28. AUTHENTICITY
  29. 29. http://www.motherboard.tv/2010/3/10/silicon-silliness-the-bubble-burst-10-years-ago-today--2
  30. 30. TENACITYhttp://alburywebdesign.com/
  31. 31. http://www.articlesbase.com/elderly-care-articles/social-media-provides-needed-sunshine-for-seniors-and-shut-ins-4790859.html TENACITY
  32. 32. PERSERVERANCE
  33. 33. RESULTS
  34. 34. GENEROSITY
  35. 35. http://gloriarand.wordpress.com/category/blogging-2/TENACITY & AUTHENTICITY
  36. 36. http://gloriarand.wordpress.com/category/blogging-2/TENACITY & AUTHENTICITY
  37. 37. http://gloriarand.wordpress.com/category/blogging-2/TENACITY & AUTHENTICITY
  38. 38. “No matter how much you plan, it is tenacity,unyielding desire to succeed, and the ability tocope with change that will eventually prevail.”.Perry Payne (born 1966), Rugby Player, Father, Executive TENACITY
  39. 39. http://searchenginewatch.com/article/2054740/Schedule-optimization-for-SES-New-YorkGENEROSITY BREEDS GENEROSITY
  40. 40. MysteryGuest’s Stroke of Genius AHA!
  41. 41. GENEROSITY SQUARED
  42. 42. RESULTS
  43. 43. TRANSPARENCY & COURAGE
  44. 44. RESULTS
  45. 45. TRANSPARENCY IS STICKY
  46. 46. SOCIAL CLOUT INCREASES
  47. 47. I Told You That Story,So I Could Tell You This Story
  48. 48. Our only marketing expense? Flights + hotels for conferences/eventsMore at http://www.seomoz.org/blog/the-history-of-seomoz
  49. 49. How Did You Do That?
  50. 50. 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 http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing
  51. 51. It all starts withContent Marketing
  52. 52. A Blog We Update Every Day
  53. 53. “Viral” Targeted Contenthttp://www.seomoz.org/article/search-ranking-factors
  54. 54. “Viral” Targeted Contenthttp://guides.seomoz.org/beginners-guide-to-search-engine-optimization
  55. 55. “Viral” Targeted Contenthttp://www.seomoz.org/seo-industry-survey
  56. 56. Graphics + Illustrations
  57. 57. A Weekly Video Serieshttp://www.seomoz.org/blog/category/33
  58. 58. Build it and they’ll come?Nope. Build it, then market it.
  59. 59. Comments + Conversations
  60. 60. Social NetworksData and charts of our Facebook and Twitter account performance via http://export.ly
  61. 61. Social News / Bookmarkinghttp://news.ycombinator.com, http://delicious.com, http://stumbleupon.com andhttp://reddit.com have historically performed best for us, but you should test results
  62. 62. Q+A Sites / Forums
  63. 63. Conferences + Events
  64. 64. SEO
  65. 65. Email MarketingWe use/love http://www.mailchimp.com (who now has a cool free option for early stage folks)
  66. 66. Involve a Sharing-Incented Community The brilliant strategy by http://www.urbanspoon.com made them one of the biggest players in the local restaurant business and got them acquired by IAC
  67. 67. Design Like an “Award Winner” Check out http://google.com/search?q=css+gallery for tons of great galleries and inspiration
  68. 68. Tactical Assaults
  69. 69. TAGFEETransparency – Authenticity – Generosity Fun – Empathy - Exceptional Yummy! Photo credit: Leah Candelaria - Tyler
  70. 70. LEVERAGE FUN
  71. 71. LEVERAGE FUN
  72. 72. LEVERAGE FUN
  73. 73. LEVERAGE FUN
  74. 74. http://www.seomoz.org/linkscape_comic.htmlEXCEPTIONAL WORK
  75. 75. TRANSPARENCY
  76. 76. TRANSPARENCY HAS ITS PRICE
  77. 77. EMPATHY
  78. 78. Top 5 Advanced Tactic Tips
  79. 79. Top Tip #5THINK LIKE A DOT-ORG AUTHENTICITY
  80. 80. Top Tip #5PIRATE SHIPS
  81. 81. Top Tip #4 YOUmoz
  82. 82. Top Tip #3BE PREPARED TO PAY THE PRICE
  83. 83. Top Tip #2FOLLOW THE MONEY BACKWARDS
  84. 84. Top Tip #1ASK RAND – HE’S NOT BUSY! ;-)
  85. 85. Q+A SSB2011 45 days to play w/Mozzers(and kick your competitors’ proverbial….!!)• Twitter: @SEOmom• Blog: www.seomoz.org/blog• Email: gillian@seomoz.org

×