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CONFERENCE 2012March 7 - 10, 2012
Thriving in the 21st CenturyGillian Muessig | President
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Some marketing
Some marketing
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Interruption…stops us
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from doing what we want to do,
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…so it can sell us
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stuff we don’t need.
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That’s Interruption Marketing
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Interruptive Marketing
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Interruption Marketers
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Interruption Marketers Me
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Interruption Marketers Me
Ads
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That’sNotHowWeroll.
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CONFERENCE 2012March 7 - 10, 2012How We Buy
in 2012
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Realize a Need
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Investigate Options
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Ask Our Friends
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Seek Out Experts
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Find Communities
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Dig Into Every Detail
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Convert
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CONFERENCE 2012March 7 - 10, 2012
You don’t buy those visitors.You earn them.
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Cosmic cluster
Look for patterns in clusters
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Single cell cluster
See the patterns?
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Aspen tree cluster
Many tree tops; single root structure
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Coral cluster
Endangered community
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Fish cluster
School of fish
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Bird cluster
Flock of herons
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Human cluster
Human communities
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Human cluster
Human communities
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Human cluster
Obama inauguration day 2009
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Clusters ≠ Communities
Interest Groups
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Interest Group
Girl Scouts
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Brand “community” (group)
Harley Davidson
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Gaming “community” (group)
World of Warcraft – Second Life - others
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Industry Community
American Medical Association
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Event Community
EmMeCon
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Tech Corporate Community
SEOmoz Community
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Political Community
Third Reich
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Social Community Platforms
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Anthropology of Communities
Shared ValuesShared GoalsShared Experience
It’s not about shared interests or skill sets
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Live trumps online
The nature of communities
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Human communication learning
The nature of communities
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Shared Values
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Shared Goals
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Shared Experience
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Shared Experience
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Shared Experience
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People - Personas
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Faster
Online communities “happen” faster
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Reformation
Online communities are reforming global and local power relationshipsOnline communities are reforming global and local power relationships
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Communities in context
Online communities operate in the context of the social & political worlds in which they develop
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Reformation
Not exempt from the rules and norms of the world
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Parting Thoughts
Online communities are not the scourge of the earth
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Parting Thoughts
They help isolated people to connect
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Community Binds Us
Social communities connect disparate cultures
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Support the Grieving
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Enables Us to Share
Enable us to share our interests
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And like fire…
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Social Communities require care
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and vigilence in handling
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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 all the “free” traffic sources)
Direct/Referring Links
Type-In Traffic
Local Portals
Every One of These Marketing Tactics
Helps Every Other OneHelps Every Other One
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Parting Thoughts