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2018 nlb cip muessig brand community marketing

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Brand Community Building and Management. Lower the cost per acquisition and CRM and increase your lifetime value per customer.

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2018 nlb cip muessig brand community marketing

  1. 1. Gillian Muessig I build TAGFEE companies around the planet gillian@outlinesventure.com
  2. 2. Some marketing…
  3. 3. stops us
  4. 4. from doing what we want to do
  5. 5. so it can sell us
  6. 6. stuff we don’t need
  7. 7. That’s interruption marketing
  8. 8. This is how it works Interruption Marketers Me Ads
  9. 9. But, that’s not how we roll.
  10. 10. How we really buy…
  11. 11. Realize our needs
  12. 12. Investigate the options
  13. 13. Ask our friends
  14. 14. Seek out experts
  15. 15. We find communities
  16. 16. Dig into every detail
  17. 17. Finally, we convert
  18. 18. You don’t buy these customers You earn them.
  19. 19. The Nature of Brand Communities
  20. 20. Cosmic Cluster
  21. 21. Single Cell Cluster
  22. 22. Aspen tree cluster Many tree tops; single root structure
  23. 23. Coral Cluster Endangered community
  24. 24. Fish Cluster School of fish
  25. 25. Bird Cluster Flock of herons
  26. 26. Human Cluster Human communities
  27. 27. Human Cluster Movements of early human communities
  28. 28. Human Cluster Obama inauguration day 2009
  29. 29. Clusters ≠ Communities
  30. 30. Interest Groups Girl Scouts in the U.S.
  31. 31. Interest: Gaming World of Warcraft – Second Life - others
  32. 32. Interest –> Brand Community Harley Davidson
  33. 33. Industry Community
  34. 34. Event Community
  35. 35. Scary political community
  36. 36. Social Platforms
  37. 37. Anthropology of Communities Shared values Shared goals Shared experience
  38. 38. Shared Values
  39. 39. Shared Goals
  40. 40. Shared Experience
  41. 41. Shared Experience
  42. 42. Shared Experience
  43. 43. Intense Experience –> Longevity
  44. 44. People, not personas
  45. 45. Faster
  46. 46. Disruptive
  47. 47. Context
  48. 48. Inclusion and diversity
  49. 49. And like social media…
  50. 50. They require care
  51. 51. The Story of MOZ
  52. 52. steadfast 1981
  53. 53. Steadfast
  54. 54. generous Generous
  55. 55. http://en.fotolia.com/id/10119250engage 1994
  56. 56. open 1997
  57. 57. http://www.nitro-digital.co.uk/blog/2011/03/09/internet-revolution-in-publishing/searching Opportunity
  58. 58. it’s personal Obligation
  59. 59. http://www.motherboard.tv/2010/3/10/silicon-silliness-the-bubble-burst-10-years-ago-today--2busted Busted
  60. 60. http://alburywebdesign.com/ scrappy Pivot
  61. 61. find it Where’s the beef?
  62. 62. Jedi
  63. 63. The dip
  64. 64. Generosity in action
  65. 65. http://gloriarand.wordpress.com/category/blogging-2/ tenacity
  66. 66. against all
  67. 67. odds
  68. 68. acknowledgementhttp://searchenginewatch.com/article/2054740/Schedule-optimization-for-SES-New-York Opportunity
  69. 69. MysteryGuest’s Stroke of Genius aha Brilliance
  70. 70. generosity squared More assets
  71. 71. now what?
  72. 72. transparency and courage Transparent
  73. 73. results The quickening
  74. 74. transparency is sticky Reputation is sticky
  75. 75. social clout increases
  76. 76. roger gets friends, too
  77. 77. I Told You That Story, So I Could Tell You This One
  78. 78. More at http://www.seomoz.org/blog/the-history-of-seomoz
  79. 79. How Did You Do That?
  80. 80. http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing Blogs + Blogging Comment Marketing News/Media/PR SEO Social Networks Word of Mouth Q+A Sites Forums Online Video Podcasting Webinars Research/White Papers Infographics Social Bookmarking INBOUND MARKETING Direct/Referring Links Type-In Traffic Email
  81. 81. It all starts with Content Marketing
  82. 82. A blog we update every day
  83. 83. Viral targeted content
  84. 84. http://guides.seomoz.org/beginners-guide-to-search-engine-optimization Update evergreen content
  85. 85. And it still ranks
  86. 86. A weekly video series
  87. 87. Build it and they’ll come? Nope. Build it, then market it.
  88. 88. Comments and conversations
  89. 89. We like export.ly Social Networks
  90. 90. 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 Social news / bookmarking
  91. 91. Q&A sites / forums
  92. 92. Days Speaking at conferences Days in the office Days in transit Other days out of office Conferences and events
  93. 93. Don’t ignore the classics
  94. 94. We use/love http://www.mailchimp.com (who now has a cool free option for early stage folks) Email marketing
  95. 95. 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 Sharing-incented community
  96. 96. 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 YOUmoz
  97. 97. Check out http://google.com/search?q=css+gallery for tons of great galleries and inspiration Design like an award winner
  98. 98. Evolution of Roger
  99. 99. Tactical Assaults
  100. 100. TAGFEE Transparency – Authenticity – Generosity Fun – Empathy - Exceptional Photo credit: Leah Candelaria - Tyler
  101. 101. Fun
  102. 102. Post-it Wars on Pine
  103. 103. Roger – serious fun
  104. 104. http://www.seomoz.org/linkscape_comic.html Exceptional Work
  105. 105. Transparency
  106. 106. Transparency has a price
  107. 107. Words to build a business by It used to be about trying to do something. Now it's about trying to be someone. thoughts words actions habits, character destiny What we think, we become. Words to live by
  108. 108. When ‘rubber meets the road’
  109. 109. Top 5 Advanced Tactical Tips
  110. 110. Top Tip #5 Think like a .org
  111. 111. Top Tip #4 Hold the party at your house
  112. 112. Top Tip #4 You have many houses
  113. 113. Top Tip #4 Share the stage - YOUmoz
  114. 114. Top Tip #3 Build your team personally & professionally
  115. 115. Top Tip #2 Follow the money backwards
  116. 116. Top Tip #1 Ask Rand. He’s not busy. ;-)
  117. 117. Anne Kennedy Gillian Muessig We help companies to launch, grow, pivot and thrive CEOcoach podcast | Outlines Venture Group

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