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

Email

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