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Brand Communities Gillian Muessig/@SEOmom

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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  • 1.Brand CommunitiesGillian Muessig/@SEOmom

2. Leveraging Brand CommunitiesTurn Browsers into Customers and Customers into Repeat Customers Brand Communities Gillian Muessig/@SEOmom 3. If you dont start thinking ofdigital marketing as simplymarketing you actually put your brand at risk. 4. The Nature of Communities 5. Cosmic Cluster 6. Single Cell Cluster 7. Aspen Tree Cluster 8. Aqua Cluster 9. Bird Cluster (Flock)Bird Cluster (Flock) 10. Human ClustersHuman Clusters 11. Human Cluster (Temporary) 12. Clusters = Communities 13. Interest Group 14. Event Group 15. Groups = Communities 16. Brand Community 17. Gaming Communit 18. Industry Community 19. Tech Corp Community 20. Political Community 21. Anthropology of Communities Shared Values Shared Goals Shared ExperienceIts not just aboutshared interests or skill sets 22. The Story of Moz 23. We sell: Esoteric B2B Technology Software To an Underserved Niche MarketThis is our story. 24. 1981 25. If you share, you willget more 26. 19931993 27. 1997 28. 2001 29. 2002 30. 2004 31. 2003 32. 2003 33. 2004 34. 2005 35. 2006 36. 2005 37. 2006 38. 2005 39. 2006 40. 2007 41. If you share, you willget more 42. I Told You That Story,So I Could Tell You This One 43. 2011 44. 2012 45. How did you do that? 46. News/Media/PRSEO EmailBlogs + BloggingResearch/White Papers InfographicsComment MarketingSocial Networks Online Video INBOUND MARKETING! Forums(AKA free traffic sources)WebinarsSocial Bookmarking Word of Mouth Direct/Referring Links PodcastingType-In Traffic Q+A Sites 47. It starts with Content Marketing 48. Viral content 49. NOT logged in 50. update it 51. simple graphics 52. make your point 53. video 54. members blog 55. bounce rate counts 56. peer powered q&a 57. marketplace 58. mozcon 59. market intelligently 60. Build it and they will come? 61. Nope. Build and market it and they will come 62. comment marketing 63. http://news.ycombinator.com, http://delicious.com, http://stumbleupon.com http://reddit.com have historically performed best for us, but you should test resultssocial bookmarking 64. quora / q&a sites 65. social networks 66. Days at the Office7%Days in Transit43%32%Days Speaking at ConferencesOther Days Out of Office19% public speaking 67. 7%43%32%19%slideshare 68. 7%43%32%19% the basics change 69. 7%43%32%19%domain authority 70. 7%43%32%19%email (still) rocks 71. Know what youre building 72. 7%43%32%19% Get centered 73. 7%43%32%19% Get centered 74. 7%43%32%19%getting it right 75. 7% 43% 32% 19%remember these guys? 76. 7%43%32%19%remember this place? 77. 7% leverage fun 78. 7% leverage fun 79. 7% leverage fun 80. 7%Fun, still excellent http://www.seomoz.org/linkscape_comic.html 81. be iconic 82. Bright folks doing smart things 83. referral marketing 84. CRO 85. email optimization 86. 30 day free trial 87. Now with30 day free trial 88. [email protected]@SEOmom