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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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  • 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