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Can't Buy Me Love

CANT BUY ME LOVEHow to EARN your audiences attention without spending a fortune.

Rand FishkinCEO, SEOmoz

http://bit.ly/cantbuylove

TRUE LOVE

True love comes in different shapes and sizes.

2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.11/8/20122

TRUE LOVE

But whatever form it comes in. The spirit of true loves remains.

2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.11/8/20123

TRUE LOVE

True love comes in different shapes and sizes.

2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.11/8/20124

TRUE LOVE

Today, were going to talk about the most power force on the planet. TRUE LOVE.

2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.11/8/20125

TWO TRUTHSABOUTTRUE LOVE

There are two truths about true love

Photo Credit: http://lovesthemuffin.deviantart.com/art/True-Love-105670936?q=sort%3Atime+favby%3Alogancale2010&qo=3

2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.11/8/20126

1. IT LASTS.2. IT CANT BE BOUGHT.

2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.11/8/20127

WHY CANT MARKETING BE MORE ABOUT LOVE?

HOW DO YOU EARN CUSTOMER LOVE? (aka traffic, attention, engagement, purchases, loyalty, referrals)

LETS TALK ABOUT BUYING YOUR CUSTOMERS LOVE

CLICK DISTRIBUTIONIS YOUR MONEY BUYING THE RIGHT THINGS?

WHERE DO SEARCHERS CLICK?

A bit here.A little here.A Teensy Bit Here.

WHERE DO SEARCHERS CLICK?

ONLY 18% OF CLICKS GO HERE

82% GO HERE

WHERE DO NEWS READERS CLICK?Not here.Rarely here.Nope.BANNER ADS ARE LUCKY TO GET 1% CTR

WHERE DO TWEETERS CLICK?Fuggadaboudit.LESS THAN 1% OF CLICKS GO TO PROMOTED

WHERE DO FACEBOOKERS CLICK?Nyet.Nein.Nada.THE BEST FACEBOOK ADS GET Virtual World.

#15: Physical items are incredibly powerfulWhen we send members of our community a care package, a card, a letter, or a gift in the mail, they often become fans for life. Virtual interactions may be powerful, but they're not the same as real world ones. One tip - it has to be unexpected, or the magic's lost. A holiday card or a thank-you gift on their subscription anniversary is nowhere near as powerful as a "thanks for the great comments on our blog post" card.

2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.11/8/201249

17. Your Community is Bigger Than Your Site

#15: Physical items are incredibly powerfulWhen we send members of our community a care package, a card, a letter, or a gift in the mail, they often become fans for life. Virtual interactions may be powerful, but they're not the same as real world ones. One tip - it has to be unexpected, or the magic's lost. A holiday card or a thank-you gift on their subscription anniversary is nowhere near as powerful as a "thanks for the great comments on our blog post" card.

2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.11/8/201250

18. The first interaction is often the last, unless...

#16: The first interaction is often the last, unless...Someone engages back. Just a thumbs up or a comment reply correlates with keeping a person visiting, commenting, thumbing, submitting, etc. I suspect a lot of people on the web are seeking interaction, but they're very impatient and won't return if they don't see it that first time. Almost makes me wish we could build an alert to specifically tell our team when a first timer comments

2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.11/8/201251

EMAIL

2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES,