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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.

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Miva Merchant Conference 2013 e-Commerce Community Marketing

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

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