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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
Local Portals
Every One of These Marketing Tactics
Helps Every Other OneHelps Every Other One
Parting Thoughts
