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.

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Weird, Useful, Significant: Internet marketing NOW

  1. WEIRD, USEFUL, SIGNIFICANTINTERNET MARKETING NOW Related links at: portent.co/sigannt
  2. Ian Lurie @portentint ian@portent.com
  3. CAUTION SOME NERDINESS
  4. 60 TIPS. 60 MINUTES. portent.co/sigannt
  5. I DO MY OWN STUNTS portent.co/sigannt
  6. 0   even gods fail on a 1. 1  
  7. aka: HAPPENS
  8. PART 1: IN WHICH I INTRODUCE A STORY AS OLD AS CIVILIZATION
  9. MARKETER IDEA WORKS twerk
  10. 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
  11. EVERYONE GETS PUMPED tweeeerrrrrrk!!!
  12. twerk! twerk! twerk! twerk!
  13. 300 in 2 days
  14. twerk! twerk! twerk! twerk! twerk! twerk! twerk! twerk! twerk! twerk! twerk! twerk! erk! twerk! twerk! twerk! twerk!
  15. If you’re going to flog the crap out of a word 0  2  
  16. LOOK IT UP FIRST. 0  2  
  17. 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
  18. 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
  19. TOTAL FAILURE
  20. WRITE _____ IS DEAD BLOG POST
  21. I MAY GET VIOLENT 0  3  
  22. MARKETING HAS NOT CHANGED 0  4  
  23. MARKETING IS ABOUT SIGNIFICANCE 0  5  
  24. SIGNIFICANCE THE QUALITY OF BEING WORTHY OF ATTENTION FROM THE DICTIONARY:
  25. SIGNIFICANCE THE QUALITY OF BEING WORTHY OF ATTENTION TO PEOPLE WHO MAY NEVER BUY, BUT WILL ALWAYS SPREAD THE WORD. IAN’S MARKETING VERSION:
  26. YOU CANNOT BUY OR FORCE SIGNIFICANCE 0  6  
  27. YOU CAN’T GET IT WITH ‘CONTENT MARKETING’
  28. YOU INVITE SIGNIFICANCE
  29. YOU INVITE SIGNIFICANCE BY STANDING OUT TO THOSE WHO ARE COMPELLED TO RESPOND… (aka THE WEIRD) --from Seth Godin’s We Are All Weird
  30. …BY MAKING YOURSELF USEFUL…
  31. …AND THROUGH CONSISTENCY.
  32. USEFUL CONSISTENT SIGNIFICANT + WEIRD 0  7  
  33. WEIRD
  34. READ WE ARE ALL WEIRD (Seth Godin) 0  8  
  35. IT’S HARD TO STAND OUT FROM THE CROWD. SO DON’T HANG OUT WITH THE CROWD.
  36. INSTEAD, CHOOSE THE WEIRD. REALLY LIKES WAFFLES IT'S TRUE. 0  9  
  37. WEIRD = A NICHE. ANY NICHE. ALLERGIC TO WOOL DUDE. THAT'S PERSONAL.
  38. WEIRD DOESN’T MEAN CRAZY 1  0  
  39. SO HOW DO YOU FIND YOUR IDEAL WEIRD? i can't believe a grown man is playing this game. i know, right?
  40. LOOK FOR OVERLAP 1  1  
  41. NEED APPLIANCES LIKE TO SEE STUFF GET SMASHED WILL IT BLEND
  42. LIKE MUSIC CAN’T DANCE GANGNAM STYLE
  43. MARKETERS GAMER NERDS MARKETERS WHO ARE GAMER NERDS
  44. SELLING TO THE WEIRD USING OVERLAP IS GOOD FOR EVERY TACTIC & CHANNEL 1  2  
  45. LOTSA MENTIONS
  46. LOTSA LINKS
  47. LOTSA HAPPY SOCIAL STUFF
  48. LIKES CARTOONS LIKES STAR WARS DRAW STAR WARS CARTOONS
  49. FINDING OVERLAP
  50. ONE WAY TO FIND OVERLAP: THINK 1  3  
  51. DOG OWNERS
  52. OUT OF SHAPE DOG OWNERS WHO NEED EXERCISE DOG OWNERS
  53. DOG OWNERS OUT OF SHAPE DOG OWNERS WHO NEED EXERCISE I DON’T NEED TO KNOW WHAT THIS IS 1  4  
  54. DOG OWNERS OUT OF SHAPE DOG OWNERS WHO NEED EXERCISE I JUST NEED TO KNOW ABOUT THIS
  55. CHECK CHATTER: GOOGLE 1  5  
  56. Checking for questions & discussion: phrase + ? 1  6  
  57. Checking for questions & discussion: phrase + ? site:quora.com 1  7  
  58. CHECK CHATTER: TOPSY 1  8  
  59. AUDIENCE OF 3? THAT’S FINE 1  9  
  60. They’re more likely to spread the word. well golly, that's swell! the warts are all gone! Didn't even leave a scar!
  61. ANOTHER WAY TO FIND OVERLAP:
  62. RANDOM AFFINITY 2  0   ANOTHER WAY TO FIND OVERLAP:
  63. RANDOM AFFINITY: TWO IDEAS LINKED ONLY BY THE FACT THAT A GROUP OF PEOPLE LIKE THEM BOTH.
  64. “PEOPLE WHO LIKE SCRABBLE ARE 2X MORE LIKELY TO LIKE LIME JELLO.”
  65. TELEPATHY NOT REQUIRED
  66. STEP 1: PICK NETWORKS ANYWHERE PEOPLE PARTICIPATE
  67. AMAZON.COM FACEBOOK REDDIT 2  1  
  68. THINK: “PEOPLE WHO LIKED ALSO LIKED” STEP 2: RESEARCH
  69. SEEK THE RANDOM 2  2  
  70. YOU’RE A TRAVEL COMPANY. YOU WANT TO COMPETE WITH THE LONELY PLANET.
  71. SORTA RANDOM
  72. RANDOM AFFINITIES CAN DRIVE CONTENT
  73. 10 GREAT TRAVEL SMOOTHIES BEST SMOOTHIES IN EUROPE SMOOTHIE CONSUMPTION PER CAPITA BY COUNTRY
  74. 2  3   RANDOM AFFINITIES CAN DRIVE AD TARGETING
  75. TEST ADS TARGETING THEM 2  4  
  76. TEST ADS TARGETING THEM 2  5  
  77. FACEBOOK AD PLANNER 2  6  
  78. SOMETIMES FACEBOOK IS INSANE 2  7  
  79. LOOKING TO START A GAMING GROUP? 2  8  
  80. START A BRUCE CAMPBELL FAN CLUB
  81. sorry, no data, no budget. This is still not truly data, right?
  82. 2  9  
  83. 3  0   LIKESTER.COM
  84. 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'
  85. LIKES THE BEATLES LIKES TO TRAVEL ADS ON SPOTIFY
  86. WISDOM.COM 3  1   GREAT DATA…
  87. WISDOM.COM …ROUGH BUSINESS MODEL
  88. 3  2   DON’T LOOK AT LIKES LOOK AT ACTIVITY
  89. HOW MANY POST TO PAGE A? AND PAGE B? ON REDDIT? ON FACEBOOK? ON TWITTER?
  90. HOW MANY LIKE POSTS ON PAGE A? AND PAGE B? ON REDDIT? ON FACEBOOK? ON TWITTER?
  91. A GUY CAN DREAM…
  92. …OR START CODING.
  93. USEFUL CONSISTENT SIGNIFICANT + WEIRD
  94. BUT WEIRD ONLY GETS YOU SO FAR.
  95. BE USEFUL SIGNIFICANT MUST HAVE REAL VALUE TO THE AUDIENCE 3  3  
  96. WEIRD GUIDES AUDIENCE
  97. USEFUL PROVIDES DEFINITE VALUE
  98. FIND QUESTIONS ANSWER QUESTIONS 3  4  
  99. 3  5   GOOGLE SUGGEST, OF COURSE
  100. 3  5  
  101. 3  5  
  102. 3  5  
  103. 3  5  
  104. QUORA.COM 3  6  
  105. QUORA.COM IS LIKE FOCUS GROUPS, BUT DIPPED IN CHOCOLATE.
  106. FIND A TOPIC
  107. VIEW QUESTIONS
  108. FIRST, GET SCRAPER (CHROME REQUIRED) 3  7  
  109. FIND A TOPIC
  110. VIEW QUESTIONS
  111. SCROLL A BIT LOADS MORE QUESTIONS 3  8  
  112. HIGHLIGHT 1 QUESTION
  113. EXPORT/PASTE TO EXCEL
  114. TEXT TO COLUMNS 3  9  
  115. COPY/PASTE THE BULLET
  116. REMOVE ‘FOLLOWERS’
  117. SORT 4  0  
  118. A LESS WEIRD EXAMPLE: 300+ QUESTIONS
  119. GETTING FANCY: PULLING OUT ANSWER COUNT 4  1  
  120. 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))!
  121. IT’S EASY!!! hahaha i just kidding. check the link bundle.
  122. NOW, I CAN FIND QUESTIONS WITH LOTS OF FOLLOWERS/FEW ANSWERS.
  123. MAKING WAVES ENTERTAINMENT 4  2  
  124. “WE CHOOSE TO GO TO THE MOON…”
  125. 4  3   NO ONE IS BORING
  126. FORMULA
  127. USEFUL GETS HEARD 4  4  
  128. FOLLOWERWONK SEARCH BIOS 4  5  
  129. FOLLOWERWONK COMPARE USERS
  130. STALK REACH OUT TO OVERLAPPING FOLLOWERS
  131. AND FOLLOWERS’ FOLLOWERS
  132. SLIDESHARE.NET 4  6  
  133. FREE EBOOKS ON KINDLE 4  7  
  134. 20,000+ people get auto-notifications.
  135. I MADE YOU A LIST
  136. OUTBRAIN.COM STUMBLEUPON PAID DISCOVERY FACEBOOK RETARGETING 4  8  
  137. ZERO CLICKS
  138. 72 CLICKS IN 2 HOURS 4  9  
  139. ISN’T SIGNIFICANCE JUST ABOUT CONTENT?
  140. ISN’T SIGNIFICANCE JUST ABOUT CONTENT?
  141. significance is about everything 5  0  
  142. BE CONSISTENT DON’T PROMISE ME CHOCOLATE CHIP AND GIVE ME OATMEAL RAISIN 5  0  
  143. USABILITY MATTERS 5  1  
  144. USABILITY MATTERS 5  1  
  145. omg what do i do?!!!
  146. SPEED’S KIND OF IMPORTANT CORRELATION TO CONVERSIONS 5  2  
  147. CONSISTENCY IN ALL THINGS CEMENTS SIGNIFICANCE
  148. MESSAGE BEHAVIOR PLATFORM DELIVERY WIBBLY WOBBLY STUFF from dr. who
  149. LOCATION 5  3  
  150. i want to cut fruit!!!
  151. where's my cutting fruit toy!!!
  152. RESPONSE 5  4  
  153. 5  5  
  154. CONVERSATION-BUILDING
  155. STICKY
  156. WON’T TRIGGER THE SAME RESPONSE AS CONVERSATION-BUILDING 5  6  
  157. CONVERSATION-BUILDING
  158. WEIRD USEFUL SIGNIFICANT +
  159. SIGNIFICANT CONSISTENT+ RANKINGS SOCIAL SALES BRAND 5  7  
  160. THE ROI IS DAMNED GOOD 5  8  
  161. HOW MUCH WOULD THESE COST?
  162. DA 70+ 8 LINKS x $200/link $1600 PENGUIN DISCOUNT
  163. DA 70+ 8 LINKS x $200/link $1600 PER MONTH $19,200 PER YEAR
  164. DA 70+ 3 tries $2000/try $6000 PER YEAR
  165. DA 70+ 3 tries $2000/try $6000 PER YEAR No pissed penguins? Priceless.
  166. INSPIRATIONAL CONCLUSION
  167. THIS STUFF IS REALLY HARD
  168. SIGNIFICANCE TAKES WORK
  169. SIGNIFICANCE ALWAYS WORKS
  170. SIGNIFICANCE PAYS OFF
  171. 1 PRINT AD PUBLICATION: $50,000 REACH: 250,000 COST: $.20/PERSON ROI: $0.0000000000000000
  172. MESSAGING, 10 CREATIVE, ADJUST EXISTING: $30,000 REACH: 250,000 COST: $.04/PERSON ROI: 10:1
  173. SIGNIFICANCE FILTERS THE SHINY THINGS 5  9  
  174. WILL THIS BUILD SIGNIFICANCE?
  175. HOW ABOUT THIS?
  176. OR THIS?
  177. DON’T QUIT THIS
  178. NEVER, EVER SPLIT THE (ADVENTURING) PARTY 6  0   you handle the dragon. i'm going to search for gold. this won't end well.
  179. aka STAY FOCUSED 6  1  
  180. THE SIGNIFICANT SHALL INHERIT THE INTERNET YEAH BABY.
  181. @PORTENTINT IAN@PORTENT.COM PORTENT.CO/sigannt COMMENCE HECKLING
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