Explosions in Social MediaWhen Personal & Corporate Values Merge

SoCon2011

Gillian Muessig, President & Co-founder, SEOmozOctober, 2011

The era of traditional sales is officially over

Did you just interrupt my SKY??!!

http://www.amazon.com/Raving-Fans-Revolutionary-Approach-Customer/dp/0688123163/ref=sr_1_1?ie=UTF8&qid=1318890746&sr=8-1

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

http://www.marketingprofs.com/charts/2011/5626/facebook-brands-should-target-friends-of-fans

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

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

http://www.123rf.com/photo_5545967_orbits-of-binary-information-speeding-around-the-world-globe.html

http://blog.stevesponder.com/?tag=activelistening

Select Platforms

Users: 50mm 750mm 200mm 120mm 10mm

Users: 14mm Millions 14mm 6.5mm

Target markets

http://www.dotcult.com/likes-and-pluses-are-the-new-links

Depth + breadth of engagement = ROI

Target markets

Let’s Talk about Strategy

http://www.amazon.com/Lionel-Potter-Hogwarts-Express-Gauge/dp/B000SSN0Q0

http://harrypotter.wikia.com/wiki/Owl

http://www.ragemonthly.com/

http://www.projectsigma.co.uk/Guidelines/Summary/Principles.asp

http://doggies.com/blog/2008/06/07/10-commandments/

http://funnyoldchicks.typepad.com/funny-old-chicks-blog/2010/06/life-in-the-aark.html

The Story of ‘Moz

STEADFAST

STEADFAST

GENEROSITY

GENEROSITY

http://en.fotolia.com/id/10119250

EXCEPTIONALhttp://www.nitro-digital.co.uk/blog/2011/03/09/internet-revolution-in-publishing/

AUTHENTICITY

http://www.motherboard.tv/2010/3/10/silicon-silliness-the-bubble-burst-10-years-ago-today--2

TENACITY http://alburywebdesign.com/

TENACITY http://www.articlesbase.com/elderly-care-articles/social-media-provides-needed-sunshine-for-seniors-and-shut-ins-4790859.html

PERSERVERANCE

RESULTS

GENEROSITY

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

TENACITY & AUTHENTICITY http://gloriarand.wordpress.com/category/blogging-2/

TENACITY & AUTHENTICITY http://gloriarand.wordpress.com/category/blogging-2/

GENEROSITY BREEDS GENEROSITY

http://searchenginewatch.com/article/2054740/Schedule-optimization-for-SES-New-York

AHA!

MysteryGuest’s Stroke of Genius

GENEROSITY SQUARED

RESULTS

TRANSPARENCY & COURAGE

RESULTS

TRANSPARENCY IS STICKY

SOCIAL CLOUT INCREASES

I Told You That Story, So I Could Tell You This Story

Our only marketing expense? Flights + hotels for conferences/eventsMore at http://www.seomoz.org/blog/the-history-of-seomoz

How Did You Do That?

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

Email

It all starts with

Content Marketing

A Blog We Update Every Day

“Viral” Targeted Content

http://www.seomoz.org/article/search-ranking-factors

“Viral” Targeted Content

http://guides.seomoz.org/beginners-guide-to-search-engine-optimization

“Viral” Targeted Content

http://www.seomoz.org/seo-industry-survey

Graphics + Illustrations

A Weekly Video Series

http://www.seomoz.org/blog/category/33

Build it and they’ll come?

Nope. Build it, then market it.

Comments + Conversations

Social Networks

Data and charts of our Facebook and Twitter account performance via http://export.ly

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

Q+A Sites / Forums

Conferences + Events

SEO

Email Marketing

We use/love http://www.mailchimp.com (who now has a cool free option for early stage folks)

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

Design Like an “Award Winner”

Check out http://google.com/search?q=css+gallery for tons of great galleries and inspiration

Tactical Assaults

LEVERAGE FUN

LEVERAGE FUN

LEVERAGE FUN

EXCEPTIONAL WORK

http://www.seomoz.org/linkscape_comic.html

TRANSPARENCY

TRANSPARENCY HAS ITS PRICE

EMPATHY

Last thoughts

AUTHENTICITY

AUTHENTICITY

AUTHENTICITY

Q+AMSMLondon2011

45 days to play w/Mozzers(and kick your competitors’ proverbial….!!)

• Twitter: @SEOmom

• Blog: www.seomoz.org/blog

• Email: gillian@seomoz.org