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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

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