View
1.445
Download
0
Category
Preview:
Citation preview
GAMECHANGERS IN MARKETINGGillian Muessig@SEOmom
#GoInboundMktg | June 19, 2014
The Internet of Things
Dum da dum, dum (scary music)
My fridge did what?
Welcome. Please proceed…
Locked and loaded
Once and done
What about this scenario?
You want to buy a new pair of jeans.
Head for Hointers
Download the app
Scan me
Try them on
Pack ‘em up.
On your way
Woah!
Charged and done
What are we supposed to do
with THAT?
Oh, the pressure!
Quick! Switch subjects
CultureCulture
We merely implement strategy
Community
Cosmic cluster
Single cell cluster
See the patterns?
Aspen tree cluster
Coral cluster
Fish Cluster
Bird cluster
Human cluster
And then, we moved
Human communities
Human cluster
Obama inauguration day 2009
Clusters ≠ Communities
Interest Groups?
Girl Scouts
Girl Scouts
Harley Davidson
Brand
World of Warcraft – Second Life - others
Gaming
Industry
American Medical Association
Event
EmMeCon
Tech Company
SEOmoz Community
Political
Third Reich
Social Community Platforms
The anthropology of communities
Shared Values
Shared Goals
Shared Experience
Shared Experience
Shared Experience
Shared Experience
People - Personas
Context
Online communities operate in the context of the social & political worlds in which they develop
Connections
Supports the Grieving
Binds us across borders
Enables us to share
Faster
Online communities “happen” faster
And like fire…
Care
Vigilance
And that’s how we will market in the time of the
Internet of Things
How do you know that?
We’re already doing it.
Social media
Guiding principles
Carved in stone
Customer service
Speeds the message
Spreads it wider
Blogs + Blogging
Comment Marketing
News/Media/PR
SEO
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 LinksType-In Traffic
Local Portals
Share & you will get more
Quick! Switch subjects
Share.(and you will get more)
Share information
Support
Be authentic
Brettapproved.com
Tactics
It all starts with a blog
Viral targeted content
http://www.seomoz.org/article/search-ranking-factors
Another example
Keep it fresh
Graphics matter
Probably the best case study around: http://blog.okcupid.com/index.php/your-looks-and-online-dating/
Simple can be interesting
It’s about consistency
Comments and Conversations
Social networks
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
Social news/bookmarking
Q&A sites / forums
ExpertBeacon.com
Distribution of Gillian’s Workdays 2011
43%
19%
7%
32%
Conferences & events
Days at the OfficeDays in TransitDays Speaking at Con-ferencesOther Days Out of Office
Live=few; Download=1000’s
Slideshare.net
SEO
Email!
Design like an award winner
Involve a sharing-incented community
Be the center of conversation
Be the center of conversation
Host the party
Interesting
Fun
Fun
Be iconic
Exceptional Work
BHAG
2011
Transparency
2011
The price of transparency
Authenticity
Authenticity
Pirate ships
Generosity
Fun
Visceral and Time Consuming
Empathy
Exceptional work
•Transparency•Authenticity•Generosity•Fun •Empathy•Exceptional Work
Know your story
Brand loyalty
Bring it home already
How DO we market in the time
of the Internet of Things?
CultureCulture
CultureCulture
CultureCulture
CultureCulture
CultureCulture
Our job…
Build our houses
…and host the party
Become the center of the conversation
Integrated human-web interfaces
Appliance-web interfaces
Integrative lifetime engagement
Share timely emotional events
http://truthseekerdaily.com/2013/11/surprise-man-finds-audience-full-people-saved-children-nazi-camps-wvideo/
Build communities that get where you’re coming from
And will take you where you’re going
Marketing in the Time of the Internet of Things
gillian@outlinesventure.com@SEOmom
Parting thoughts
Recommended