CONFERENCE 2012March 7 - 10, 2012

Thriving in the 21st CenturyGillian Muessig | President

Some marketing

Some marketing

Interruption…stops us

from doing what we want to do,

…so it can sell us

stuff we don’t need.

That’s Interruption Marketing

Interruptive Marketing

Interruption Marketers

Interruption Marketers Me

Interruption Marketers Me

Ads

That’sNotHowWeroll.

CONFERENCE 2012March 7 - 10, 2012How We Buy

in 2012

Realize a Need

Investigate Options

Ask Our Friends

Seek Out Experts

Find Communities

Dig Into Every Detail

Convert

CONFERENCE 2012March 7 - 10, 2012

You don’t buy those visitors.You earn them.

Cosmic cluster

Look for patterns in clusters

Single cell cluster

See the patterns?

Aspen tree cluster

Many tree tops; single root structure

Coral cluster

Endangered community

Fish cluster

School of fish

Bird cluster

Flock of herons

Human cluster

Human communities

Human cluster

Human communities

Human cluster

Obama inauguration day 2009

Clusters ≠ Communities

Interest Groups

Interest Group

Girl Scouts

Brand “community” (group)

Harley Davidson

Gaming “community” (group)

World of Warcraft – Second Life - others

Industry Community

American Medical Association

Event Community

EmMeCon

Tech Corporate Community

SEOmoz Community

Political Community

Third Reich

Social Community Platforms

Anthropology of Communities

Shared ValuesShared GoalsShared Experience

It’s not about shared interests or skill sets

Live trumps online

The nature of communities

Human communication learning

The nature of communities

Shared Values

Shared Goals

Shared Experience

Shared Experience

Shared Experience

People - Personas

Faster

Online communities “happen” faster

Reformation

Online communities are reforming global and local power relationshipsOnline communities are reforming global and local power relationships

Communities in context

Online communities operate in the context of the social & political worlds in which they develop

Reformation

Not exempt from the rules and norms of the world

Parting Thoughts

Online communities are not the scourge of the earth

Parting Thoughts

They help isolated people to connect

Community Binds Us

Social communities connect disparate cultures

Support the Grieving

Enables Us to Share

Enable us to share our interests

And like fire…

Social Communities require care

and vigilence in handling

Blogs + Blogging

Comment Marketing

News/Media/PRSEO

Social Networks

Word of Mouth

Q+A Sites

Forums

Online Video

Podcasting

Webinars

Research/White Papers

Infographics

Social Bookmarking

INBOUND MARKETING!(AKA all the “free” traffic sources)

Direct/Referring Links

Type-In Traffic

Email

Local Portals

Every One of These Marketing Tactics

Helps Every Other OneHelps Every Other One

Parting Thoughts

@SEOmomwww.seomoz.org/

bloggillian@seomoz.org