SlideShare a Scribd company logo
Disruptions
all around
Decided to go back to the classics -
1890’s
@wilreynolds
@wilreynolds
The best ads, ask no one to buy, but they
are based on the knowledge of human
nature, writers know how people are led
to buy.
Belief
Understanding how people
make decisions is a skill that is
Undisruptable
That is a…
greater
skill
Than understanding
Apply how Google works to my
understanding
of how people work
The Best Marketers Understand
People’s Needs…
Since when is it
disruptive
to solve a
customer problem?
smelly car
Hungry
annoyed
Can’t communicate
HOW DO YOU HANDLE DISRUPTION
HTTP://BIT.LY/DEATH10LINKS
How do you feel about these two bands?
Competitors, Lie in wait
Competitors, Lie in wait
Competitors, Lie in wait
Sink these into YOU!
Turn you into THIS!!
Let’s Disrupt OURSELVES
before someone else does…
https://www.flickr.com/photos/amanky/
Loyalty is (mostly)
UNDISRUPTABLE
Smart Companies…
Disrupt Themselves
Avoid rented platforms
Apple Music
Google Now
Facebook (Instagram)
Amazon Prime + Echo
Smart Marketers…
Disrupt Themselves
Avoid rented platforms
Apple Music
Google Now
Facebook (Instagram)
Amazon Prime + Echo
A 2010 SEO strategy won’t work in 2015
Have you changed? 10x?
Don’t become marketing’s carcass
Prioritizing Channel
over
Audience Problems?
Marketing
AMPLIFIES
Doesn’t
Fix!!
Picnic Pants
UX Fail!
Marketing
that doesn’t focus on people is
getting old
Connect Tactics
to
People’s Needs
to
Business Outcomes
Digitally, Needs are
Met with Content
and often starts with
a little box…
Choice is yours
BE A CONTENT HERO
Who needs external batteries
SEO First Step – Go Here
Who Needs
External Batteries
VS.
Who Searched for
External Batteries
Who Needs
External Batteries
AND
Who Searched for
External Batteries
How do we get there?
STEP 1: RAISE YOUR FLAG
STEP 2: GET LOUD
Think…
Different
WE COULD BE
THE PEOPLE WHO
HELP PEOPLE
FIND SOLUTIONS
MAIDS
LOST
WEIGHT
WHEN TOLD
THAT THEIR
DAY TO DAY IS
EXERCISE
WE
ARE
THE PEOPLE WHO
HELP PEOPLE WHO ARE LOST
FIND ANSWERS
Deflect Disruptions
by focusing
on your customers
Needs & Aspirations
https://www.flickr.com/photos/benny4bs/
CHANNEL FIRST = RUNNING DRY
Winning At Search
Losing At People
EXAMPLES
6 year head start
Competitor launched
18 months BEAT
ONE FOCUSED HERE
GOT IT!!
ONE
FOCUSED
HERE
ON THE
FEELING
OF
RELAXATION
ADVENTURE
NEW THINGS
Who is going to rank better in 2018
AND
Have a stronger brand?
LET’S TAKE A LOOK BACK
Get a disproportional amount of media
coverage
Drive brand awareness by being part of
the cultural conversation
Through Social & Media engagement
drive a better SEO footprint to drive
bookings in Berlin
Get a disproportional amount of media
coverage (200 media hits)
Drive brand awareness by being part of
the cultural conversation (2.2% of convo)
Through Social & Media engagement
drive a better SEO footprint to drive
bookings in Berlin (???)
2+ Million
Once
Algo’s
Get
This
VRBO?
It’s 1900, You are hired…
Choice is yours
“Tail” of two airlines
Shorter Virgin Video
What CHOICES did each company make?
BOTH had to produce the
SAME “content”…
Reality:
Travel feels like this
Insert Smimsek slide
People want to see ME & hear what I
have to say before takeoff
Let’s do something FUN, that makes
people want to dance before takeoff
Let’s do something FUN, that makes peop
want to dance before takeoff
Brand we admire
Go the extra mile for customers
Disrupt
Another Industry Making a
Comeback…
TELEVISION
=
DISRUPTED
TV is Rising
Stay paranoid
THE DANGERS
OF LIFE
ARE INFINITE
& AMONG
THEM IS
SAFETY
Now, THIS!!!
Dollar Shave Club video
Dollar
Shave
Club
Every touchpoint
reinforces the message
Bill Boards
Mailchimp
Mailchimp
Old Media, still ain’t getting it…
Old Media Ain’t Getting’ It
New Media,
Didn’t we already go through this…
Didn’t we already go through this…
These
Pop-ups
Won’t
Go
Away
Might as
Well
Scroll
Sideways
Got the product and audience right then
poured fuel on the fire with TV.
(Trust + Reach)
BE READY AT ANY
MOMENT TO GIVE
UP WHAT YOU
ARE
FOR WHAT YOU
MIGHT BECOME.
1900
@wilreynolds
Use Content
To Sell More
TIRES
@wilreynolds
No Pinterest
No Facebook
No E-mail
NO GOOGLE!
@wilreynolds
Content Marketing since
@wilreynolds https://www.flickr.com/photos/anacronicos
Get him to
DRIVE
MORE
@wilreynolds https://www.flickr.com/photos/125261545@N03/
Worn Tires
@wilreynolds https://www.flickr.com/photos/125261545@N03/
More miles is more
MONEY!!
Understand the Need
(explore, new to talk about)
Apply to the Business
(sell tires)
Average content can LOWER
Brand Perception
Trust
Loyalty
Trust is hard to disrupt
Pacemakers
Is your content building
Trust &
Loyalty
momentum
My Journey
I’m here
Didn’t do this
Or this
No Genie In a Bottle
So wait, Wil, are you saying people make
decisions on
beliefs
reputation
trust
So if you only focus on what people type
into boxes…
YOU ARE GOING TO BE DISRUPTED!!
RE:DEFINE
SEO
Not Tracked
To Specific
ROI
20%
STAY PARANOID
Pinterest is a
Database
of your
Aspirations
bit.ly/seerpinterestguide
0 links
0 outreach
Ranks well, evergreen
HELPS PEOPLE
Delights
Delights people, builds traffic, brand
for ever ever, for ever ever
Lesson:
The best marketing is rarely created by
only ONE discipline
Missed the direct searcher
Missed the social audience
Missing traffic for ever ever, for ever ever
Missing an OPPPORTUNITY to help
people find their dogs, for ever ever!
When the old & new
combine!
How do I get started?
Take the piece of content your customers
love most, and spend < $1,000 promoting
it via audience targeting.
I Spent 4 weeks & $850, forever changed
how I will do marketing.
Relevant
Took someone time
Looked Good
Reduce the
Abstract
You Got A Chance
Make People feel Great
or
Make People feel Manipulated
Which group is
Google
seeking to disrupt?
Which side
are
you
on?
Wil Reynolds: The Time to do the Web Right is Incredibly Short- MozCon 2015

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