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Explosions in Social MediaWhen Personal & Corporate Values Merge
SoCon2011
Gillian Muessig, President & Co-founder, SEOmozOctober, 2011
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The era of traditional sales is officially over
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Did you just interrupt my SKY??!!
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http://www.amazon.com/Raving-Fans-Revolutionary-Approach-Customer/dp/0688123163/ref=sr_1_1?ie=UTF8&qid=1318890746&sr=8-1
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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
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http://www.marketingprofs.com/charts/2011/5626/facebook-brands-should-target-friends-of-fans
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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
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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
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http://www.123rf.com/photo_5545967_orbits-of-binary-information-speeding-around-the-world-globe.html
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http://blog.stevesponder.com/?tag=activelistening
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Select Platforms
Users: 50mm 750mm 200mm 120mm 10mm
Users: 14mm Millions 14mm 6.5mm
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Target markets
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http://www.dotcult.com/likes-and-pluses-are-the-new-links
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Depth + breadth of engagement = ROI
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Target markets
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Let’s Talk about Strategy
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http://www.amazon.com/Lionel-Potter-Hogwarts-Express-Gauge/dp/B000SSN0Q0
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http://harrypotter.wikia.com/wiki/Owl
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http://www.ragemonthly.com/
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http://www.projectsigma.co.uk/Guidelines/Summary/Principles.asp
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http://doggies.com/blog/2008/06/07/10-commandments/
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http://funnyoldchicks.typepad.com/funny-old-chicks-blog/2010/06/life-in-the-aark.html
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The Story of ‘Moz
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STEADFAST
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STEADFAST
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GENEROSITY
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GENEROSITY
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http://en.fotolia.com/id/10119250
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EXCEPTIONALhttp://www.nitro-digital.co.uk/blog/2011/03/09/internet-revolution-in-publishing/
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AUTHENTICITY
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http://www.motherboard.tv/2010/3/10/silicon-silliness-the-bubble-burst-10-years-ago-today--2
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TENACITY http://alburywebdesign.com/
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TENACITY http://www.articlesbase.com/elderly-care-articles/social-media-provides-needed-sunshine-for-seniors-and-shut-ins-4790859.html
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PERSERVERANCE
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RESULTS
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GENEROSITY
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TENACITY
“No matter how much you plan, it is tenacity, unyielding desire to succeed, and the ability to cope with change that will eventually prevail.”.Perry Payne (born 1966), Rugby Player, Father, Executive
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TENACITY & AUTHENTICITY http://gloriarand.wordpress.com/category/blogging-2/
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TENACITY & AUTHENTICITY http://gloriarand.wordpress.com/category/blogging-2/
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GENEROSITY BREEDS GENEROSITY
http://searchenginewatch.com/article/2054740/Schedule-optimization-for-SES-New-York
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AHA!
MysteryGuest’s Stroke of Genius
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GENEROSITY SQUARED
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RESULTS
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TRANSPARENCY & COURAGE
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RESULTS
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TRANSPARENCY IS STICKY
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SOCIAL CLOUT INCREASES
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I Told You That Story, So I Could Tell You This Story
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Our only marketing expense? Flights + hotels for conferences/eventsMore at http://www.seomoz.org/blog/the-history-of-seomoz
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How Did You Do That?
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http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing
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 “free” traffic sources)
Direct/Referring Links
Type-In Traffic
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It all starts with
Content Marketing
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A Blog We Update Every Day
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“Viral” Targeted Content
http://www.seomoz.org/article/search-ranking-factors
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“Viral” Targeted Content
http://guides.seomoz.org/beginners-guide-to-search-engine-optimization
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“Viral” Targeted Content
http://www.seomoz.org/seo-industry-survey
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Graphics + Illustrations
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A Weekly Video Series
http://www.seomoz.org/blog/category/33
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Build it and they’ll come?
Nope. Build it, then market it.
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Comments + Conversations
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Social Networks
Data and charts of our Facebook and Twitter account performance via http://export.ly
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Social News / Bookmarking
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
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Q+A Sites / Forums
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Conferences + Events
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SEO
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Email Marketing
We use/love http://www.mailchimp.com (who now has a cool free option for early stage folks)
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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
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Design Like an “Award Winner”
Check out http://google.com/search?q=css+gallery for tons of great galleries and inspiration
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Tactical Assaults
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LEVERAGE FUN
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LEVERAGE FUN
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LEVERAGE FUN
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EXCEPTIONAL WORK
http://www.seomoz.org/linkscape_comic.html
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TRANSPARENCY
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TRANSPARENCY HAS ITS PRICE
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EMPATHY
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Last thoughts
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AUTHENTICITY
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AUTHENTICITY
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AUTHENTICITY
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Q+AMSMLondon2011
45 days to play w/Mozzers(and kick your competitors’ proverbial….!!)
• Twitter: @SEOmom
• Blog: www.seomoz.org/blog
• Email: [email protected]