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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.
  • Transcript

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

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