the seomoz b2b case study
DESCRIPTION
"Explosions in Social Media" "When Personal & Corporate Values Merge" Gillian Muessig, the co-founder and President explores the SEOmoz B2B case study and the role of social media at OMCAR2012.TRANSCRIPT
Explosions in Social MediaWhen Personal & Corporate Values Merge
OMCAR2012
Gillian Muessig, Founding President, SEOmoz
January 2012
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/
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
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
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
LEVERAGE FUN
EXCEPTIONAL WORK
http://www.seomoz.org/linkscape_comic.html
TRANSPARENCY
TRANSPARENCY HAS ITS PRICE
EMPATHY
Advanced Tactics
AUTHENTICITY
PIRATE SHIPS
Q+A
OMCAR2012
60 days to play w/Mozzers(and kick your competitors’ proverbial….!!)
• Twitter: @SEOmom
• Blog: www.seomoz.org/blog
• Email: [email protected]