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. Gillian Muessig I build TAGFEE companies around the planet gillian@outlinesventure.com
- 3. stops us
- 4. from doing what we want to do
- 5. so it can sell us
- 6. stuff we don’t need
- 8. This is how it works Interruption Marketers Me Ads
- 9. But, that’s not how we roll.
- 10. How we really buy…
- 13. Ask our friends
- 14. Seek out experts
- 16. Dig into every detail
- 18. You don’t buy these customers You earn them.
- 19. The Nature of Brand Communities
- 20. Cosmic Cluster
- 22. Aspen tree cluster Many tree tops; single root structure
- 24. Fish Cluster School of fish
- 25. Bird Cluster Flock of herons
- 27. Human Cluster Movements of early human communities
- 28. Human Cluster Obama inauguration day 2009
- 30. Interest Groups Girl Scouts in the U.S.
- 31. Interest: Gaming World of Warcraft – Second Life - others
- 32. Interest –> Brand Community Harley Davidson
- 34. Event Community
- 36. Social Platforms
- 37. Anthropology of Communities Shared values Shared goals Shared experience
- 38. Shared Values
- 39. Shared Goals
- 43. Intense Experience –> Longevity
- 45. Faster
- 46. Disruptive
- 47. Context
- 49. And like social media…
- 51. The Story of MOZ
- 52. steadfast 1981
- 53. Steadfast
- 56. open 1997
- 61. find it Where’s the beef?
- 62. Jedi
- 63. The dip
- 66. against all
- 67. odds
- 69. MysteryGuest’s Stroke of Genius aha Brilliance
- 71. now what?
- 74. transparency is sticky Reputation is sticky
- 76. roger gets friends, too
- 77. I Told You That Story, So I Could Tell You This One
- 79. How Did You Do That?
- 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. It all starts with Content Marketing
- 82. A blog we update every day
- 85. And it still ranks
- 87. A weekly video series
- 88. Build it and they’ll come? Nope. Build it, then market it.
- 90. We like export.ly Social Networks
- 91. 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
- 92. Q&A sites / forums
- 93. Days Speaking at conferences Days in the office Days in transit Other days out of office Conferences and events
- 94. Don’t ignore the classics
- 95. We use/love http://www.mailchimp.com (who now has a cool free option for early stage folks) Email marketing
- 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 Sharing-incented community
- 97. 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
- 98. Check out http://google.com/search?q=css+gallery for tons of great galleries and inspiration Design like an award winner
- 100. Tactical Assaults
- 101. TAGFEE Transparency – Authenticity – Generosity Fun – Empathy - Exceptional Photo credit: Leah Candelaria - Tyler
- 102. Fun
- 103. Post-it Wars on Pine
- 104. Roger – serious fun
- 106. Transparency
- 107. Transparency has a price
- 108. 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
- 109. When ‘rubber meets the road’
- 110. Top 5 Advanced Tactical Tips
- 111. Top Tip #5 Think like a .org
- 112. Top Tip #4 Hold the party at your house
- 113. Top Tip #4 You have many houses
- 114. Top Tip #4 Share the stage - YOUmoz
- 115. Top Tip #3 Build your team personally & professionally
- 116. Top Tip #2 Follow the money backwards
- 117. Top Tip #1 Ask Rand. He’s not busy. ;-)
- 118. Anne Kennedy Gillian Muessig We help companies to launch, grow, pivot and thrive CEOcoach podcast | Outlines Venture Group
Editor's Notes
- Today, I’m going to share the concept of brand community marketing and how, at Moz, we built a global brand from inception to brand penetration and dominance around the globe using this process.
- Let’s begin by taking a long view on the word ‘community’ and some related terms. Here’s a cosmic cluster… perhaps a ‘community’ of stars. Are clusters community? Perhaps not. Photo credit: http://asterisk.apod.com/viewtopic.php?&t=25161
- From the infinitely great to the very, very small. Is a cluster of cells a ‘community’? Perhaps not as well. But I hope you’re already beginning to think more deeply about the concept of community and communication between organisms. http://talk-technology.blogspot.com/2012/01/biologists-replicate-key-evolutionary.html
- This aspen tree cluster is very interesting. The trees on the surface appear to be separate organisms, but in truth, everything you see here and for many miles around is connected by a single tree root system. Is it a single plant? Many plants sharing a survival resource system? A ‘community’ of organismsperhaps able to survive on their own, but ‘choosing’ to connect – ‘choosing’ to be interdependent In order to truly thrive?
- Photo credit: http://en.wikipedia.org/wiki/File:Coral_detail.jpg
- Photo credit: http://www.globalcontentstrategy.com/2010/12/learn-from-fish-shoaling-schooling-and.html
- Photo credit: http://content.usatoday.com/communities/sciencefair/post/2010/07/ancient-humans-lived-in-norfolk-up-to-950000-years-ago/1 And http://www.historycooperative.org/cgi-bin/justtop.cgi?act=justtop&url=http://www.historycooperative.org/journals/jwh/16.4/beaujard.html
- Photo credit: http://sfbayview.com/2009/rev-joseph-lowery%E2%80%99s-inaugural-benediction-%E2%80%93-video-and-transcript/
- Girls and women gather together with a shared interest in developing girls into independent, capable women. Boy Scouts do the same for boys. These groups share an interest and a goal.
- Gamers gather because they share an interest in gaming. Numerous brands can engage here.
- Physicians gather at places such as the AMA with a shared interest in the subject of medicine – bound by their profession.
- https://abc-accelerator.com/startups-in-action-at-the-expo-2015/
- Social platforms are NOT communities. They are these are the platforms we can leverage to build our communities. http://www.ericfoster.org/?cat=7
- It’s NOT about skill sets, although there may be shared skills and even skill competition. Neither is it only about age, location, and other demographic information
- TAGFEE is an example of a ‘shared value’ in a corporate community. TAGFEE is not only shared by the employees of Moz, it is shared with the community of the Moz Blog readers and customers of Moz as well.
- Mommy-bloggers and their readers share the goal of birthing and raising healthy, happy, and capable children. It’s a powerful bond.
- Shared experience trumps the other two – shared values and shared goals – by a country mile! Photo credit: http://daverabbit.podomatic.com/
- The most intense the experience, the more powerful the bonds created within the group.
- The bonds created in combat can last decades.
- The men who stood shoulder to shoulder on 11-11-11, showed up for each other, dead and alive, to the last man alive.
- Developing and managing online communities demands that you engage with the members on a one-on-one human scale. One to the many statements designed to address personas is not going to cut it.
- Online communities spark more quickly than offline communities. They ‘happen’ faster. Concept credit: http://jrichardstevens.com/articles/wilson_peterson.pdf
- Online communities can disrupt the old order of value. For example, the value of university can be affected by communities that freely share the information and knowledge required to perform at peak capacity in a profession or industry. Why pay for education if colleagues are willing to share even more valuable information and no ‘fluff’ or extraneous info without cost?
- Communities must be built in the context of the location and culture of the region in which you will develop them. Like social media marketing, it is critical to get the tone and culture right.
- People who would otherwise be completely isolated are connected through online communities \http://www.chinadaily.com.cn/cndy/2011-01/07/content_11805628.htm
- Flaming on social communities is nothing new and it isn’t going away. Do constant vigilance and care is required to manage your growing brand community.
- Here’s the story of how SEOmoz – now known as MOZ - built the world’s largest brand community in search marketing software
- 1981. I opened a small consultancy
- I raised 3 children under my desk
- I taught the children, “If you share, you will get more”.
- In 1993, I became involved in a web startup called Market Link International, the first “International Marketing Company on the World Wide Web.” It didn’t become ‘the next big thing’, but it was a great learning experience.
- In 1997, Rand joined the company; we added websites to our corporate identity work
- Rand was already searching for the idea that would make his mark in the new economy
- Yes, it IS personal! In 1999, he wrote in his first online bio on our website: The future of the Internet is as unimaginable today, as the future of flight at the turn of the last century. We have the opportunity to populate this new universe, unfettered by the laws of time and physics. I take that opportunity as an obligation.” I cried. I (kid) down. Two to go.
- In 2001, the dot-com bubble burst and I wet out to make the rain fall while we continued to search for our BHAG (big hoary audacious goal) http://www.jimcollins.com/media_topics/building-greatness.html
- We designed, authored, developed, deployed, managed, marketed, and maintained our clients’ websites. We made our living by taking a percentage of adjusted gross online sales.
- That meant the sites had to be found in the SERPs. We farmed out the SEO project to 4 companies, none of which could do the job.
- So Rand studied the subject. He learned it so well, that a competitor of one of our clients posted this help wanted ad: “Anyone who wants to go head to head against Rand Fishkin for the term Hard Money, apply here.”
- We climbed out of ‘The Dip’, into profitability
- 2002 Rand began to write SEOmoz.org to share what he was learning about SEO with others. Opening comments and allowing others to blog generated interest from intelligent, capable SEOs
- 2002. Rand blogs every day
- 2003. Rand continues to blog every day
- 2004. Rand continues to blog every day
- 2005. Danny Sullivan invites Rand to attend SES NYC
- MysteryGuest suggests wearing Yellow Shoes
- @SiFish joins Rand in NYC.
- November, 2005. A colleague suggests Newsweek interview Rand and SEOmoz. Issue: Dec 2006
- 2006. Rand publishes SEOmoz income numbers on the blog.
- 2007. Brand of Rand Fishkin / SEOmoz.org increases and gets on VC’s radar and the company is funded.
- REPUTATION IS STICKY 2011. People still remember this amazing transparency. When Rand ‘live blogged’ our 2010 and 2011 failed forays into additional investment, people around the world remembered the first publication of our SEO consultancy numbers and applauded our continued transparency.
- And Rand got some new friends on facebook. And followers on twitter. And he had a little more klout I the market.
- And roger got some new friends, too. 129,000 friends at facebook and ¼ million followers on twitter. Today, the twitter following is ½ a million. This is not so large when compared to film and music stars. But for an esoteric B2B SaaS platform with a global addressable market of about two million, this is is clearly brand domination in action.
- SEOmoz’ basic stats – without placing a single ‘paid ad’ until late 2010. Our only marketing expense? Flights + hotels for conferences/events
- Tactics.
- We accomplished it through ALL the elements of inbound marketing. This includes SEO and email marketing as well as what we’d now call ‘traditional’ social media marketing.
- That content Rand wrote for the readers of Newsweek? It STILL ranks for “beginners guide”
- Info-graphics and illustrations help to make posts ‘go viral’ faster and wider. Info-graphics are not a ‘flash in the pan’ or ‘tactic of the moment’; they’re a long term strategy. As the volume of information we require to accomplish our daily work increases at breakneck speed, our propensity to want to absorb information through images, graphs, charts, and video will continue to increase. It’s a faster way to get the info in and digested than by words and numbers alone.
- Whiteboard Friday
- Pssst… these are the MONEY SLIDES!
- Deep comment marketing is more than a thumb up or ‘Good job!’ comment. It means writing a thoughtful 2-4 short paragraph response and and entire blog post on your viewpoints on the subject at hand. Put the blog post on your website and invite people to read more on the subject in your ‘deep comments’ on the other blog site.
- We track everything. Building great content is the start. Marketing it is the next step. Tracking and improving is the secret sauce to success. It’s not the sexy stuff, but it’s the secret to achieving results that far outpace your competitors. We used Export.ly to for this report on our facebook and twitter activity. Social metrics are now available inside the SEOmoz PRO platform, as is full integration with google analytics.
- For social bookmarking, Ycombinator, Delicious, StumbleUpon and Reddit have historically performed best for us, but you should test results
- Sigh… Rand and I spend way too much time on this particularly sticky site. Quora is a great place for establishing your credibility and expertise in specific subject matter. It’s a beautiful way to build a personal brand – and if several of your colleagues in a single company engage, it builds credibility and power for consultancies as well.
- A lot of days on the road
- This old SEO pyramid still stands firm today. I’m not suggesting you can ignore the basics. The web is still connected by links. It’s how we get from page to page and how search bots find and crawl our pages. Accessible, excellent content is still the foundation. Targeting the appropriate keywords is still how search bots will correctly rank your pages for the search terms you want, and link building is still the cornerstone of how search bots and readers, arrive at your website, crawl through it, and find what they’re looking for. Putting social media in perspective is one of our keys to success. We know we build to amazing stuff and do the basics first.
- Don’t ignore the power of email marketing. We send out newsletters without calls to buy-buy-buy. They contain items of interest to members of our community. That makes them sticky – people WANT and NEED the stuff we’re including in these emails. If you’re not on the list, at the risk of sounding self-serving, I suggest you get on it. It’s free; It’s jam packed with the recent news in your industry; it contains solutions to current problems and it will save you a ton of time in locating info you need to know… and did I mention is was free? :D
- 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…
- We used the same idea with YOUmoz – we provide a platform where SEOs can promote their own businesses by publishing on the SEOmoz website.
- There is no substitute for genius and elegance. If it doesn’t rock, don’t put it on your website. Good enough… isn’t.
- There is no substitute for genius and elegance. If it doesn’t rock, don’t put it on your website. Good enough… isn’t. Never stop evolving.
- TAGFEE is what runs SEOmoz. Think of it as our fuel, our oil, and our air. Every decision, large and small, is run through TAGFEE. “Is it TAGFEE” is a common question around the office. We hire for TAGFEE first, which is not to say we compromise in any way on the skillsets required to be exceptional and produce consistently exceptional work. It’s just that if you’re not willing to be and to work in a TAGFEE environment, you don’t get to stage two, in which we discover whether you’ve got the technical chops to handle the job. TAGFEE comes first, last and at every stage along the way. It is our rudder in the water.
- So what’s TAGFEE? It’s having fun while bringing much needed info and industry support to SEOs around the world. 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. Also note the consistency in the design for mozcation year over year. We work to continuously improve our designs, delight our mozzers, and keep things consistent enough that there’s a sense of transition, not a sense of loss or disruption.
- Post-It Wars on Pine – one of SEOmoz’ engineers was noodling out a problem, playing with a stack of Post-It notes. He created representation of Space Invaders on a window pane. The next day… see Mario Brothers across the street? Post-It Wars on Pine was covered by the local news, Geekwire, and many more places in the coming weeks. The game spread up the street, hopped to the next street, Pike Street, over to 4th Avenue and….
- This year, Roger Mozbot became a little more real.
- Linkscape, the thing that could not be done – the BHAG. IMO, for an esoteric B2B company, having all the ‘fun’ elements without having some serious game under the hood would backfire. We have fun with the product launch And we get as ‘salesy’ as we’ve ever been.
- 2010 – We attempt to raise money and share how we do it. That was easy.
- 2011 – We blow it again. And share it again. That’s not so easy. We were hiring a CTO and our top candidate decided that we might not have the mojo to grow as fast as he’d like. He bowed out. In the end, I think we got a better CTO after he withdrew from consideration. So I’m going to ask you to be a bit “woo-woo” about this – that’s the technical term for trust the universe, attain a state of grace, give it up to God, and a thousand other platitudes spoken by so many around the world. My way of seeing and saying it is – trust your gut. Do the right thing for YOU and the ‘universe’ will order itself around you appropriately. If the universe if not ordering itself as you like, CHANGE what you’re thinking and doing.
- Watch your thoughts, for they become words. Watch your words, for they become actions. Watch your actions, for they become habits. Watch your habits, for they become your character. And watch your character, for it becomes your destiny. What we think, we become. My father always said that. And I think I am fine.
- 2010. Jen doesn’t feel well. Corporate policy, having nothing to do with the quality of the product will affect brand viability… and social media spreads that words really efficiently, too.
- Build the dot-org first. Keep it silo’d. Connect it when you’re ready. That’s what Accrinet is doing. Jeff created and runs this event and much more under the name Digital Masterminds. You have come to HIS HOUSE to hold the conversation about being who you are and what you do.
- Your blog is your house. Give away what you would have given your left arm to have known about when you didn’t know it and needed it…. And share that.
- These are all your houses… your summer house and ski chalet and pied a terre. When people come to YOUR house to have the conversation… THAT’s when it becomes interesting. That’s when it becomes valuable.
- Be the center of the conversation. Since the blog must be of the highest order (Exceptional Work), we created YOUmoz to accept the ideas and research efforts of our community. We use ‘game theory’ to vote up and promote excellent posts to the main blog. Keep it fluid. Your community manager must have discretionary power.
- As a corporation, be known for building personal brands, increasing skills, and providing a ‘ladder’, internally and externally, for all your team members. If there isn’t a place for a team member to grow inside your organization, they WILL move to grow outside it. Be supportive; pay it forward. It WILL bring you ‘more’.
- Work backwards. Follow the money backwards. Understand what people who convert are doing on your website and determine where folks who ‘fall off’ get lost. Choose the right goals for your business. One size does not fit everyone: http://www.seomoz.org/blog/the-6-goals-of-seo-choosing-the-right-ones-for-your-business. Make sure all the component of your sales funnel are operating at peak performance. You won’t rank well if your landing pages are irrelevant or poorly designed. Bounce rates affect SERPs as well as waste conversion opportunities.
- To become a thought leader, leverage thought leaders. Leverage other thought leaders to build content for your own website. Here’s a good example: http://blog.folyo.me/post/10723370923/how-much-does-a-website-cost The concept is simple; identify leading influencers in your space, recruit them to contribute something small, such as one or just a few survey answers. Then aggregate and share the data. They’ll help it spread.
- Today, I’m going to share the concept of brand community marketing and how, at Moz, we built a global brand from inception to brand penetration and dominance around the globe using this process.