Ian Lurie_SearchLove San Diego 2013_Weird Useful Significant

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  • KEEP COMING BACK TO THE INVESTMENT OF TIME
  • KEEP COMING BACK TO THE INVESTMENT OF TIME
  • Someone gets a great marketing idea: A link building technique, or a new format for a print ad, or whatever, doesn’t matter. It works great, and everyone sees that.
  • Which causes this
  • EVERYONE says OMG we gotta jump into that. They get pumped. It’s like marketing steroids. GOOOOOOOO
  • Which causes this
  • Which causes this
  • And 99% of those people fail…
  • And those people all write posts about how that technique is dead.
  • That’s significance.
  • WE LOST sight of this in the last 15 years.
  • And by the way – this isn’t Google’s fault. All Google wants is to deliver what marketing has always been about: Significance. What’s going on with Google right now is a symptom of how a lot of us marketers have dealt with the rise of search.
  • You establish significance by marketing your product to those who are compelled to respond in some way. People who simply can’t resist.
  • You establish significance by marketing your product to those who are compelled to respond in some way. People who simply can’t resist.
  • This is about MARKETING.
  • Weird is about finding the right audience.
  • You establish significance by marketing your product to those who are compelled to respond in some way. People who simply can’t resist.
  • Here’s a good example: Blenders.
  • Weird exists at the intersection of two interests.
  • It works even better if both ideas are real passions of your audience.
  • And notice, this also gets me all the stuff that search engines want.
  • That’s because good marketing is good SEO.
  • That’s because good marketing is good SEO.
  • That’s because good marketing is good SEO.
  • That’s because good marketing is good SEO.
  • That’s because good marketing is good SEO.
  • That’s because good marketing is good SEO.
  • That’s because good marketing is good SEO.
  • That’s because good marketing is good SEO.
  • That’s because good marketing is good SEO.
  • Another kind of weird is ‘random affinities.
  • That’s because good marketing is good SEO.
  • That’s because good marketing is good SEO.
  • and you don’t have to read minds to figure it out
  • That’s because good marketing is good SEO.
  • That’s because good marketing is good SEO.
  • That’s because good marketing is good SEO.
  • That’s because good marketing is good SEO.
  • That’s because good marketing is good SEO.
  • That’s because good marketing is good SEO.
  • That’s because good marketing is good SEO.
  • That’s because good marketing is good SEO.
  • That’s because good marketing is good SEO.
  • That’s because good marketing is good SEO.
  • That’s because good marketing is good SEO.
  • That’s because good marketing is good SEO.
  • That’s because good marketing is good SEO.
  • This is about MARKETING.
  • Once you get the weird talking about you, you’re 1/2way to significant. Now, you need whatever it is you’re putting out there to be useful, so that when other people hear about you, they nod and say, “Yeah, helpful.” It can’t just be BUY BUY BUY.
  • Useful may mean it makes you stop in your tracks.
  • Some of the greatest marketing in history made waves. Would a typical political advisor say, “Go tell people how hard this is going to be.”? NO.
  • It’s harder because it requires that you step well outside comfort zones. You might say, “Well, I just sell forks. How do I make those entertaining?”
  • THESE GUYS SELL UNDERARM DEODORANT
  • you want ideas?
  • But there’s no formula. You have to have an idea, first. Don’t start by saying “Instagram is hot, let’s go there.” You’ll be chasing your tail, forever.
  • But that question makes me sad regardless.
  • Once you get the weird talking about you, you’re 1/2way to significant. Now, you need whatever it is you’re putting out there to be useful, so that when other people hear about you, they nod and say, “Yeah, helpful.” It can’t just be BUY BUY BUY.
  • Usability is kind of important.
  • Usability is kind of important.
  • That’s because good marketing is good SEO.
  • That’s because good marketing is good SEO.
  • That’s because good marketing is good SEO.
  • That’s because good marketing is good SEO.
  • Ian Lurie_SearchLove San Diego 2013_Weird Useful Significant

    1. 1. WEIRD, USEFUL, SIGNIFICANTINTERNET MARKETING IN 2013 Related links at: portent.co/sigannt
    2. 2. Ian Lurie @portentint ian@portent.com
    3. 3. Before I was I spent time at
    4. 4. I DO MY OWN STUNTS portent.co/sigannt
    5. 5. 60 TIPS. 30 MINUTES. portent.co/sigannt
    6. 6. 0 1
    7. 7. aka: HAPPENS
    8. 8. PART 1: IN WHICH I INTRODUCE A STORY AS OLD AS CIVILIZATION
    9. 9. MARKETING TIP GETS ATTENTION
    10. 10. THE GRAPH HAS A DECENT MARKETING IDEA GOOD STUFF HAPPENS
    11. 11. EVERYONE GETS PUMPED
    12. 12. 300 in 2 days
    13. 13. If you‟re going to flog the crap out of a word 0 2
    14. 14. LOOK IT UP FIRST. 0 2
    15. 15. THE GRAPH HAS A DECENT MARKETING IDEA GOOD STUFF HAPPENS
    16. 16. THE GRAPH OF SHAME HAS A DECENT MARKETING IDEA
    17. 17. TOTAL FAILURE
    18. 18. WRITE _____ IS DEAD BLOG POST
    19. 19. I MAY GET VIOLENT 0 3
    20. 20. MARKETING HAS NOT CHANGED 0 4
    21. 21. MARKETING IS ABOUT SIGNIFICANCE 0 5
    22. 22. SIGNIFICANCE THE QUALITY OF BEING WORTHY OF ATTENTION FROM THE DICTIONARY:
    23. 23. SIGNIFICANCE THE QUALITY OF BEING WORTHY OF ATTENTION TO PEOPLE WHO MAY NEVER BUY, BUT WILL ALWAYS SPREAD THE WORD. IAN‟S MARKETING VERSION:
    24. 24. YOU CANNOT BUY OR FORCE SIGNIFICANCE 0 6
    25. 25. YOU CAN‟T GET IT WITH „CONTENT MARKETING‟
    26. 26. YOU INVITE SIGNIFICANCE
    27. 27. YOU INVITE SIGNIFICANCE BY STANDING OUT TO THOSE WHO ARE COMPELLED TO RESPOND… (aka THE WEIRD) --from Seth Godin‟s We Are All Weird
    28. 28. …BY MAKING YOURSELF USEFUL…
    29. 29. …AND THROUGH CONSISTENCY.
    30. 30. USEFUL CONSISTENT SIGNIFICANT + WEIRD 0 7
    31. 31. WEIRD
    32. 32. READ WE ARE ALL WEIRD (Seth Godin) 0 8
    33. 33. IT‟S HARD TO STAND OUT FROM THE CROWD. SO DON‟T HANG OUT WITH THE CROWD.
    34. 34. INSTEAD, CHOOSE THE WEIRD. REALLY LIKES WAFFLES 0 9
    35. 35. WEIRD = A NICHE. ANY NICHE. ALLERGIC TO WOOL
    36. 36. WEIRD DOESN‟T MEAN CRAZY 1 0
    37. 37. SO HOW DO YOU FIND YOUR IDEAL WEIRD?
    38. 38. LOOK FOR OVERLAP 1 1
    39. 39. NEED APPLIANCES LIKE TO SEE STUFF GET SMASHED WILL IT BLEND
    40. 40. MARKETERS GAMER NERDS MARKETERS WHO ARE GAMER NERDS
    41. 41. SELLING TO THE WEIRD USING OVERLAP IS GOOD FOR EVERY TACTIC & CHANNEL 1 2
    42. 42. LOTSA MENTIONS
    43. 43. LOTSA LINKS
    44. 44. LOTSA HAPPY SOCIAL STUFF
    45. 45. LIKES CARTOONS LIKES STAR WARS DRAW STAR WARS CARTOONS
    46. 46. FINDING OVERLAP
    47. 47. ONE WAY TO FIND OVERLAP: THINK 1 3
    48. 48. DOG OWNERS
    49. 49. OUT OF SHAPE DOG OWNERS WHO NEED EXERCISE DOG OWNERS
    50. 50. DOG OWNERS OUT OF SHAPE DOG OWNERS WHO NEED EXERCISE I DON‟T NEED TO KNOW WHAT THIS IS 1 4
    51. 51. DOG OWNERS OUT OF SHAPE DOG OWNERS WHO NEED EXERCISE I JUST NEED TO KNOW ABOUT THIS
    52. 52. CHECK CHATTER: GOOGLE 1 5
    53. 53. Checking for questions & discussion: phrase + “ “ + ? 1 6
    54. 54. Checking for questions & discussion: phrase + “ “ + ? site:quora.com 1 7
    55. 55. CHECK CHATTER: TOPSY 1 8
    56. 56. AUDIENCE OF 3? THAT‟S FINE 1 9
    57. 57. They‟re more likely to spread the word.
    58. 58. ANOTHER WAY TO FIND OVERLAP:
    59. 59. RANDOM AFFINITY 2 0 ANOTHER WAY TO FIND OVERLAP:
    60. 60. RANDOM AFFINITY: TWO IDEAS LINKED ONLY BY THE FACT THAT A GROUP OF PEOPLE LIKE THEM BOTH.
    61. 61. “PEOPLE WHO LIKE SCRABBLE ARE 2X MORE LIKELY TO LIKE LIME JELLO.”
    62. 62. TELEPATHY NOT REQUIRED
    63. 63. STEP 1: PICK NETWORKS ANYWHERE PEOPLE PARTICIPATE
    64. 64. AMAZON.COM FACEBOOK REDDIT 2 1
    65. 65. THINK: “PEOPLE WHO LIKED ALSO LIKED” STEP 2: RESEARCH
    66. 66. SEEK THE RANDOM 2 2
    67. 67. YOU’RE A TRAVEL COMPANY. YOU WANT TO COMPETE WITH THE LONELY PLANET.
    68. 68. SORTA RANDOM
    69. 69. RANDOM AFFINITIES CAN DRIVE CONTENT
    70. 70. 10 GREAT TRAVEL SMOOTHIES BEST SMOOTHIES IN EUROPE SMOOTHIE CONSUMPTION PER CAPITA BY COUNTRY
    71. 71. 2 3 RANDOM AFFINITIES CAN DRIVE AD TARGETING
    72. 72. TEST ADS TARGETING THEM 2 4
    73. 73. TEST ADS TARGETING THEM 2 5
    74. 74. FACEBOOK AD PLANNER 2 6
    75. 75. SOMETIMES FACEBOOK IS INSANE 2 7
    76. 76. LOOKING TO START A GAMING GROUP? 2 8
    77. 77. START A BRUCE CAMPBELL FAN CLUB
    78. 78. This is still not truly data, right?
    79. 79. 2 9
    80. 80. 3 0 LIKESTER.COM
    81. 81. 5335 4462 4352 4202 4179 4042 3894 3825 3764 3651 3642 3632 National Geographic Barack Obama The Beatles Starbucks Traveling Music Photography Coldplay Michael Jackson Lady Gaga Bob Marley Coca-Cola Observed overlap with 'The Lonely Planet'
    82. 82. LIKES THE BEATLES LIKES TO TRAVEL ADS ON SPOTIFY
    83. 83. WISDOM.COM 3 1 GREAT DATA…
    84. 84. WISDOM.COM …ROUGH BUSINESS MODEL
    85. 85. 3 2 DON‟T LOOK AT LIKES LOOK AT ACTIVITY
    86. 86. 3 2 DON‟T LOOK AT LIKES LOOK AT ACTIVITY
    87. 87. HOW MANY POST TO PAGE A? AND PAGE B? ON REDDIT? ON FACEBOOK? ON TWITTER?
    88. 88. A GUY CAN DREAM…
    89. 89. …OR START CODING.
    90. 90. USEFUL CONSISTENT SIGNIFICANT + WEIRD
    91. 91. BUTWEIRD ONLY GETS YOU SO FAR.
    92. 92. BE USEFUL SIGNIFICANT MUST HAVE REAL VALUE TO THE AUDIENCE 3 3
    93. 93. WEIRD GUIDES AUDIENCE
    94. 94. USEFUL PROVIDES DEFINITE VALUE THAT RETAINS AUDIENCE
    95. 95. FIND QUESTIONS ANSWER QUESTIONS 3 4
    96. 96. GOOGLE SUGGEST, OF COURSE 3 5
    97. 97. QUORA.COM 3 6
    98. 98. QUORA.COM IS LIKE FOCUS GROUPS, BUT DIPPED IN CHOCOLATE.
    99. 99. FIRST, GET SCRAPER (CHROME REQUIRED) 3 7
    100. 100. FIND A TOPIC
    101. 101. VIEW QUESTIONS
    102. 102. 3 8
    103. 103. SCROLL A BIT LOADS MORE QUESTIONS
    104. 104. HIGHLIGHT 1 QUESTION
    105. 105. KILL ALL OF THE CHARACTERS AT LEAST ONCE. 3 9
    106. 106. INTJ = CHAOTIC GOOD 4 0
    107. 107. EXPORT/PASTE TO EXCEL
    108. 108. TEXT TO COLUMNS
    109. 109. COPY/PASTE THE BULLET
    110. 110. REMOVE „FOLLOWERS‟
    111. 111. SORT
    112. 112. A LESS WEIRD EXAMPLE: 300+ QUESTIONS
    113. 113. GETTING FANCY: PULLING OUT ANSWER COUNT 4 1
    114. 114. IT‟S EASY!!! =IF(ISERROR(SUM(MID(A2,FIN D("Answer",A2)- 3,3),1)),REPLACE(MID(A2,FIND( "Answer",A2)- 3,3),1,1,""),MID(A2,FIND("Answer ",A2)-3,3))
    115. 115. IT‟S EASY!!!
    116. 116. NOW, I CAN FIND QUESTIONS WITH LOTS OF FOLLOWERS/FEW ANSWERS.
    117. 117. MAKING WAVES ENTERTAINMENT 4 2
    118. 118. “WE CHOOSE TO GO TO THE MOON…”
    119. 119. 4 3 NO ONE IS BORING
    120. 120. DON‟T LET CHANNEL DRIVE MESSAGE 4 4
    121. 121. USEFUL GETS HEARD
    122. 122. FOLLOWERWONK SEARCH BIOS 4 5
    123. 123. STALK REACH OUT TO THESE FOLK
    124. 124. SLIDESHARE.NET 4 6
    125. 125. FREE EBOOKS ON KINDLE 4 7
    126. 126. 20,000+ people get auto- notifications.
    127. 127. OUTBRAIN.COM STUMBLEUPON PAID DISCOVERY FACEBOOK RETARGETING 4 8
    128. 128. ZERO CLICKS
    129. 129. 72 CLICKS IN 2 HOURS 4 9
    130. 130. ISN‟T SIGNIFICANCE JUST ABOUT CONTENT?
    131. 131. ISN‟T SIGNIFICANCE JUST ABOUT CONTENT?
    132. 132. 5 0
    133. 133. BE CONSISTENT DON‟T PROMISE ME CHOCOLATE CHIP AND GIVE ME OATMEAL RAISIN 5 0
    134. 134. USABILITY MATTERS 5 1
    135. 135. SPEED‟S KIND OF IMPORTANT CORRELATION TO CONVERSIONS 5 2
    136. 136. CONSISTENCY IN ALL THINGS CEMENTS SIGNIFICANCE
    137. 137. MESSAGE BEHAVIOR PLATFORM DELIVERY WIBBLY WOBBLY STUFF from dr. who
    138. 138. LOCATION 5 3
    139. 139. RESPONSE 5 4
    140. 140. 5 5
    141. 141. CONVERSATION-BUILDING
    142. 142. STICKY
    143. 143. WON‟T TRIGGER THE SAME RESPONSE AS CONVERSATION-BUILDING 5 6
    144. 144. WEIRD USEFUL SIGNIFICANT +
    145. 145. SIGNIFICANT CONSISTENT+ RANKINGS SOCIAL SALES BRAND 5 7
    146. 146. INSPIRATIONAL CONCLUSION
    147. 147. THIS STUFF IS REALLY HARD
    148. 148. SIGNIFICANCE TAKES WORK
    149. 149. SIGNIFICANCE ALWAYS WORKS
    150. 150. SIGNIFICANCE PAYS OFF
    151. 151. AND THE ROI IS DAMNED GOOD 5 8
    152. 152. 1 PRINT AD PUBLICATION: $50,000 REACH: 250,000 COST: $.20/PERSON ROI: $0.0000000000000000
    153. 153. MESSAGING, 10 CREATIVE, ADJUST EXISTING: $30,000 REACH: 250,000 COST: $.04/PERSON ROI: 10:1
    154. 154. HOW MUCH WOULD THESE COST?
    155. 155. DA 70+ 8 LINKS x $100/link $800 PENGUIN DISCOUNT
    156. 156. DA 70+ 8 LINKS x $100/link $800 PER MONTH $9600 PER YEAR
    157. 157. DA 70+ 3 tries $2000/try $6000 PER YEAR
    158. 158. DA 70+ 3 tries $2000/try $6000 PER YEAR No pissed penguins? Priceless.
    159. 159. SIGNIFICANCE FILTERS THE SHINY THINGS 5 9
    160. 160. WILL THIS BUILD SIGNIFICANCE?
    161. 161. HOW ABOUT THIS?
    162. 162. OR THIS?
    163. 163. DON‟T QUIT THIS
    164. 164. NEVER, EVER SPLIT THE (ADVENTURING) PARTY 6 0
    165. 165. aka STAY FOCUSED 6 0
    166. 166. THE SIGNIFICANT SHALL INHERIT THE INTERNET
    167. 167. @PORTENTINT IAN@PORTENT.COM PORTENT.CO/sigannt COMMENCE HECKLING

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