Weird, Useful, Significant: Internet marketing NOW
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Weird, Useful, Significant: Internet marketing NOW

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If you want to succeed on the internet, talk to the slightly weird/obsessed audience who will hang on and pass on your every word. Don't demand significance. EARN IT.

If you want to succeed on the internet, talk to the slightly weird/obsessed audience who will hang on and pass on your every word. Don't demand significance. EARN IT.

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http://es.slideshare.net 2388
http://www.portent.com 693
http://fr.slideshare.net 640
http://de.slideshare.net 464
http://www.conseilsmarketing.com 448
http://feeds.feedburner.com 127
http://www.stateofsearch.com 108
http://accessibility_checker.siteimprove.com 56
http://robertmbailey.com 49
https://www.washington.edu 46
http://onlinemarketing.de 44
https://twitter.com 35
http://home.searchfree.net 25
http://www.washington.edu 24
http://translate.googleusercontent.com 23
http://lpgenerator.ru 20
http://localhost 14
http://www.linkedin.com 14
http://antitomoreno.blogspot.com 13
http://newsblur.com 8
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https://www.linkedin.com 6
http://motosos.wikispaces.com 4
http://ecastilloalejos.wordpress.com 3
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http://dev.newsblur.com 2
http://www.retailnetgroup.com 2
http://www.feedspot.com 2
http://socialmediasuperstars.collected.info 2
http://feeds2.feedburner.com 2
http://postto.wordpress.com 1
http://www.ustart.org 1
http://eldeportivonoticaspro.blogspot.com 1
http://127.0.0.1 1
http://a11y-staging.siteimprove.com 1
http://platform.twitter.com 1
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Weird, Useful, Significant: Internet marketing NOW Weird, Useful, Significant: Internet marketing NOW Presentation Transcript

  • WEIRD, USEFUL, SIGNIFICANTINTERNET MARKETING NOW Related links at: portent.co/sigannt
  • Ian Lurie @portentint ian@portent.com
  • CAUTION SOME NERDINESS
  • 60 TIPS. 60 MINUTES. portent.co/sigannt
  • I DO MY OWN STUNTS portent.co/sigannt
  • 0   even gods fail on a 1. 1  
  • aka: HAPPENS
  • PART 1: IN WHICH I INTRODUCE A STORY AS OLD AS CIVILIZATION
  • MARKETER IDEA WORKS twerk
  • Has a marketing great idea Now it's a gimmick Company A Company C Company E THE GRAPH HAS A DECENT MARKETING IDEA GOOD STUFF HAPPENS
  • EVERYONE GETS PUMPED tweeeerrrrrrk!!!
  • twerk! twerk! twerk! twerk!
  • 300 in 2 days
  • twerk! twerk! twerk! twerk! twerk! twerk! twerk! twerk! twerk! twerk! twerk! twerk! erk! twerk! twerk! twerk! twerk!
  • If you’re going to flog the crap out of a word 0  2  
  • LOOK IT UP FIRST. 0  2  
  • Has a marketing great idea Now it's a gimmick Company A Company C Company E THE GRAPH HAS A DECENT MARKETING IDEA GOOD STUFF HAPPENS
  • Has a marketing great idea Now it's a gimmick Company A Company C Company E THE GRAPH OF SHAME HAS A DECENT MARKETING IDEA
  • TOTAL FAILURE
  • WRITE _____ IS DEAD BLOG POST
  • I MAY GET VIOLENT 0  3  
  • MARKETING HAS NOT CHANGED 0  4  
  • MARKETING IS ABOUT SIGNIFICANCE 0  5  
  • SIGNIFICANCE THE QUALITY OF BEING WORTHY OF ATTENTION FROM THE DICTIONARY:
  • SIGNIFICANCE THE QUALITY OF BEING WORTHY OF ATTENTION TO PEOPLE WHO MAY NEVER BUY, BUT WILL ALWAYS SPREAD THE WORD. IAN’S MARKETING VERSION:
  • YOU CANNOT BUY OR FORCE SIGNIFICANCE 0  6  
  • YOU CAN’T GET IT WITH ‘CONTENT MARKETING’
  • YOU INVITE SIGNIFICANCE
  • YOU INVITE SIGNIFICANCE BY STANDING OUT TO THOSE WHO ARE COMPELLED TO RESPOND… (aka THE WEIRD) --from Seth Godin’s We Are All Weird
  • …BY MAKING YOURSELF USEFUL…
  • …AND THROUGH CONSISTENCY.
  • USEFUL CONSISTENT SIGNIFICANT + WEIRD 0  7  
  • WEIRD
  • READ WE ARE ALL WEIRD (Seth Godin) 0  8  
  • IT’S HARD TO STAND OUT FROM THE CROWD. SO DON’T HANG OUT WITH THE CROWD.
  • INSTEAD, CHOOSE THE WEIRD. REALLY LIKES WAFFLES IT'S TRUE. 0  9  
  • WEIRD = A NICHE. ANY NICHE. ALLERGIC TO WOOL DUDE. THAT'S PERSONAL.
  • WEIRD DOESN’T MEAN CRAZY 1  0  
  • SO HOW DO YOU FIND YOUR IDEAL WEIRD? i can't believe a grown man is playing this game. i know, right?
  • LOOK FOR OVERLAP 1  1  
  • NEED APPLIANCES LIKE TO SEE STUFF GET SMASHED WILL IT BLEND
  • LIKE MUSIC CAN’T DANCE GANGNAM STYLE
  • MARKETERS GAMER NERDS MARKETERS WHO ARE GAMER NERDS
  • SELLING TO THE WEIRD USING OVERLAP IS GOOD FOR EVERY TACTIC & CHANNEL 1  2  
  • LOTSA MENTIONS
  • LOTSA LINKS
  • LOTSA HAPPY SOCIAL STUFF
  • LIKES CARTOONS LIKES STAR WARS DRAW STAR WARS CARTOONS
  • FINDING OVERLAP
  • ONE WAY TO FIND OVERLAP: THINK 1  3  
  • DOG OWNERS
  • OUT OF SHAPE DOG OWNERS WHO NEED EXERCISE DOG OWNERS
  • DOG OWNERS OUT OF SHAPE DOG OWNERS WHO NEED EXERCISE I DON’T NEED TO KNOW WHAT THIS IS 1  4  
  • DOG OWNERS OUT OF SHAPE DOG OWNERS WHO NEED EXERCISE I JUST NEED TO KNOW ABOUT THIS
  • CHECK CHATTER: GOOGLE 1  5  
  • Checking for questions & discussion: phrase + ? 1  6  
  • Checking for questions & discussion: phrase + ? site:quora.com 1  7  
  • CHECK CHATTER: TOPSY 1  8  
  • AUDIENCE OF 3? THAT’S FINE 1  9  
  • They’re more likely to spread the word. well golly, that's swell! the warts are all gone! Didn't even leave a scar!
  • ANOTHER WAY TO FIND OVERLAP:
  • RANDOM AFFINITY 2  0   ANOTHER WAY TO FIND OVERLAP:
  • RANDOM AFFINITY: TWO IDEAS LINKED ONLY BY THE FACT THAT A GROUP OF PEOPLE LIKE THEM BOTH.
  • “PEOPLE WHO LIKE SCRABBLE ARE 2X MORE LIKELY TO LIKE LIME JELLO.”
  • TELEPATHY NOT REQUIRED
  • STEP 1: PICK NETWORKS ANYWHERE PEOPLE PARTICIPATE
  • AMAZON.COM FACEBOOK REDDIT 2  1  
  • THINK: “PEOPLE WHO LIKED ALSO LIKED” STEP 2: RESEARCH
  • SEEK THE RANDOM 2  2  
  • YOU’RE A TRAVEL COMPANY. YOU WANT TO COMPETE WITH THE LONELY PLANET.
  • SORTA RANDOM
  • RANDOM AFFINITIES CAN DRIVE CONTENT
  • 10 GREAT TRAVEL SMOOTHIES BEST SMOOTHIES IN EUROPE SMOOTHIE CONSUMPTION PER CAPITA BY COUNTRY
  • 2  3   RANDOM AFFINITIES CAN DRIVE AD TARGETING
  • TEST ADS TARGETING THEM 2  4  
  • TEST ADS TARGETING THEM 2  5  
  • FACEBOOK AD PLANNER 2  6  
  • SOMETIMES FACEBOOK IS INSANE 2  7  
  • LOOKING TO START A GAMING GROUP? 2  8  
  • START A BRUCE CAMPBELL FAN CLUB
  • sorry, no data, no budget. This is still not truly data, right?
  • 2  9  
  • 3  0   LIKESTER.COM
  • 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'
  • LIKES THE BEATLES LIKES TO TRAVEL ADS ON SPOTIFY
  • WISDOM.COM 3  1   GREAT DATA…
  • WISDOM.COM …ROUGH BUSINESS MODEL
  • 3  2   DON’T LOOK AT LIKES LOOK AT ACTIVITY
  • HOW MANY POST TO PAGE A? AND PAGE B? ON REDDIT? ON FACEBOOK? ON TWITTER?
  • HOW MANY LIKE POSTS ON PAGE A? AND PAGE B? ON REDDIT? ON FACEBOOK? ON TWITTER?
  • A GUY CAN DREAM…
  • …OR START CODING.
  • USEFUL CONSISTENT SIGNIFICANT + WEIRD
  • BUT WEIRD ONLY GETS YOU SO FAR.
  • BE USEFUL SIGNIFICANT MUST HAVE REAL VALUE TO THE AUDIENCE 3  3  
  • WEIRD GUIDES AUDIENCE
  • USEFUL PROVIDES DEFINITE VALUE
  • FIND QUESTIONS ANSWER QUESTIONS 3  4  
  • 3  5   GOOGLE SUGGEST, OF COURSE
  • 3  5  
  • 3  5  
  • 3  5  
  • 3  5  
  • QUORA.COM 3  6  
  • QUORA.COM IS LIKE FOCUS GROUPS, BUT DIPPED IN CHOCOLATE.
  • FIND A TOPIC
  • VIEW QUESTIONS
  • FIRST, GET SCRAPER (CHROME REQUIRED) 3  7  
  • FIND A TOPIC
  • VIEW QUESTIONS
  • SCROLL A BIT LOADS MORE QUESTIONS 3  8  
  • HIGHLIGHT 1 QUESTION
  • EXPORT/PASTE TO EXCEL
  • TEXT TO COLUMNS 3  9  
  • COPY/PASTE THE BULLET
  • REMOVE ‘FOLLOWERS’
  • SORT 4  0  
  • A LESS WEIRD EXAMPLE: 300+ QUESTIONS
  • GETTING FANCY: PULLING OUT ANSWER COUNT 4  1  
  • IT’S EASY!!! ! =IF(ISERROR(SUM(MID(A2,FI ND("Answer",A2)-3,3), 1)),REPLACE(MID(A2,FIND(" Answer",A2)-3,3), 1,1,""),MID(A2,FIND("Answ er",A2)-3,3))!
  • IT’S EASY!!! hahaha i just kidding. check the link bundle.
  • NOW, I CAN FIND QUESTIONS WITH LOTS OF FOLLOWERS/FEW ANSWERS.
  • MAKING WAVES ENTERTAINMENT 4  2  
  • “WE CHOOSE TO GO TO THE MOON…”
  • 4  3   NO ONE IS BORING
  • FORMULA
  • USEFUL GETS HEARD 4  4  
  • FOLLOWERWONK SEARCH BIOS 4  5  
  • FOLLOWERWONK COMPARE USERS
  • STALK REACH OUT TO OVERLAPPING FOLLOWERS
  • AND FOLLOWERS’ FOLLOWERS
  • SLIDESHARE.NET 4  6  
  • FREE EBOOKS ON KINDLE 4  7  
  • 20,000+ people get auto-notifications.
  • I MADE YOU A LIST
  • OUTBRAIN.COM STUMBLEUPON PAID DISCOVERY FACEBOOK RETARGETING 4  8  
  • ZERO CLICKS
  • 72 CLICKS IN 2 HOURS 4  9  
  • ISN’T SIGNIFICANCE JUST ABOUT CONTENT?
  • ISN’T SIGNIFICANCE JUST ABOUT CONTENT?
  • significance is about everything 5  0  
  • BE CONSISTENT DON’T PROMISE ME CHOCOLATE CHIP AND GIVE ME OATMEAL RAISIN 5  0  
  • USABILITY MATTERS 5  1  
  • USABILITY MATTERS 5  1  
  • omg what do i do?!!!
  • SPEED’S KIND OF IMPORTANT CORRELATION TO CONVERSIONS 5  2  
  • CONSISTENCY IN ALL THINGS CEMENTS SIGNIFICANCE
  • MESSAGE BEHAVIOR PLATFORM DELIVERY WIBBLY WOBBLY STUFF from dr. who
  • LOCATION 5  3  
  • i want to cut fruit!!!
  • where's my cutting fruit toy!!!
  • RESPONSE 5  4  
  • 5  5  
  • CONVERSATION-BUILDING
  • STICKY
  • WON’T TRIGGER THE SAME RESPONSE AS CONVERSATION-BUILDING 5  6  
  • CONVERSATION-BUILDING
  • WEIRD USEFUL SIGNIFICANT +
  • SIGNIFICANT CONSISTENT+ RANKINGS SOCIAL SALES BRAND 5  7  
  • THE ROI IS DAMNED GOOD 5  8  
  • HOW MUCH WOULD THESE COST?
  • DA 70+ 8 LINKS x $200/link $1600 PENGUIN DISCOUNT
  • DA 70+ 8 LINKS x $200/link $1600 PER MONTH $19,200 PER YEAR
  • DA 70+ 3 tries $2000/try $6000 PER YEAR
  • DA 70+ 3 tries $2000/try $6000 PER YEAR No pissed penguins? Priceless.
  • INSPIRATIONAL CONCLUSION
  • THIS STUFF IS REALLY HARD
  • SIGNIFICANCE TAKES WORK
  • SIGNIFICANCE ALWAYS WORKS
  • SIGNIFICANCE PAYS OFF
  • 1 PRINT AD PUBLICATION: $50,000 REACH: 250,000 COST: $.20/PERSON ROI: $0.0000000000000000
  • MESSAGING, 10 CREATIVE, ADJUST EXISTING: $30,000 REACH: 250,000 COST: $.04/PERSON ROI: 10:1
  • SIGNIFICANCE FILTERS THE SHINY THINGS 5  9  
  • WILL THIS BUILD SIGNIFICANCE?
  • HOW ABOUT THIS?
  • OR THIS?
  • DON’T QUIT THIS
  • NEVER, EVER SPLIT THE (ADVENTURING) PARTY 6  0   you handle the dragon. i'm going to search for gold. this won't end well.
  • aka STAY FOCUSED 6  1  
  • THE SIGNIFICANT SHALL INHERIT THE INTERNET YEAH BABY.
  • @PORTENTINT IAN@PORTENT.COM PORTENT.CO/sigannt COMMENCE HECKLING