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Weird, Useful, Significant: Marketing as Worldbuilding

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Marketing isn't storytelling. It's worldbuilding. Every customer, every client writes their own stories, selecting their own points at which to contact you. If you want to successfully build marketing worlds, you need to be weird, useful and significant. Learn how in this presentation, given at Confluence 2015.

Published in: Marketing, Business
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Weird, Useful, Significant: Marketing as Worldbuilding

  1. Weird, Useful, Significant Marketing as Worldbuilding Ian Lurie @portentint portent.com
  2. 3E6699   @portentint Slides at http://portent.co/mkt-worlds
  3. @portentint THIS PRESENTATION WAS IN OKLAHOMA CITY. THEY STOLE OUR BASKETBALL TEAM
  4. @portentint “Your best friends should be those who wish to drown you” Ray Bradbury JUST A GOOD REMINDER…
  5. @portentint Nothing but love BECAUSE, WHILE I CAN BE OBNOXIOUS, I’M NOT A JERK. I WANT TO HELP, AND I’M PRETTY EMPHATIC ABOUT IT. DON’T HESITATE TO ASK QUESTIONS. I’M HAPPY TO HELP. HONEST
  6. My marketing brain: Be afraid.
  7. 3E6699   @portentint Storytelling?
  8. 3E6699   @portentint WE ARE NOT TELLING STORIES
  9. @portentint
  10. @portentint a b STORIES ARE TOLD FROM POINT A TO B. THEY’RE TOLD ABOUT CHARACTERS
  11. @portentint Consumers are not (storybook) characters. WE DON’T CONTROL OUR CONSUMERS’ STORIES (IN B2B OR B2C)
  12. 3E6699   @portentint WE ARE WORLDBUILDING WE’RE CREATING AN ENVIRONMENT WHERE PEOPLE CREATE THEIR OWN STORIES
  13. @portentint Bu We have something to offer MARKETING IS WORLDBUILDING
  14. @portentint Bu Know our brand AROUND GOALS
  15. @portentint Bu Read our stuff AROUND GOALS
  16. @portentint Bu Buy our car AROUND GOALS
  17. @portentint Bu Our car is faster Our car is safer Our car is better Buy our car CAMPAIGNS BRING PEOPLE TO GOALS
  18. @portentint Bu Our car is faster Our car is safer Our car is better Buy our car EACH CAMPAIGN…
  19. @portentint Significant Useful Weird IS A LITTLE COMMUNITY
  20. @portentint Significant Useful Weird Fb Stopping distance Tw Fastest car Tw Braking Quora Stopping distance POINTS OF ENTRY WE CREATE MANY ‘POINT As’ – MANY ENTRY POINTS INTO OUR WORLD
  21. @portentint Significant Useful Blog Stopping distance Webinar Engine types Weird Fb Stopping distance Tw Fastest car Tw Braking Quora Stopping distance POINTS OF ENTRY THEN WE CREATE MANY WAYS CUSTOMERS CAN MOVE FURTHER ALONG THEIR OWN STORYLINE
  22. @portentint Significant Useful Blog Stopping distance Webinar Engine types Weird Fb Stopping distance Tw Fastest car Tw Braking Quora Stopping distance Defensive design Site speed It works CRITICAL STOPS AND DO OUR BEST TO ENSURE THEY CAN REACH A SATISFYING CONCLUSION
  23. @portentint Significant Useful Blog Stopping distance Webinar Engine types Weird Fb Stopping distance Tw Fastest car Tw Braking Quora Stopping distance PATHS
  24. @portentint Significant Useful Blog Stopping distance Webinar Engine types Weird Fb Stopping distance Tw Fastest car Tw Braking Quora Stopping distance PATHS
  25. @portentint Significant Useful Webinar Engine types Weird Fb Stopping distance Tw Fastest car Tw Braking Quora Stopping distance PATHS
  26. 3E6699   @portentint MARKETING IS WORLDBUILDING
  27. INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED WORLDBUILDING COVERS THE WHOLE STACK
  28. @portentint TIME FOR THE NITTY GRITTY OK, ENOUGH THEORY. HERE ARE A BUNCH OF TIPS AND EXAMPLES THAT WILL HOPEFULLY HELP
  29. @portentint WEIRD
  30. Significant Useful Weird WEIRD IS WHERE THE STORIES START
  31. @portentint THIS IS THE MOST IMPORTANT PART
  32. @portentint Useful Weird WEIRD IS ABOUT ENTRY POINTS. IT’S THE VERY FIRST STEP. WITHOUT IT, NOTHING ELSE WORKS.
  33. @portentint Useful Weird AN ENTRY POINT IS THAT FIRST TIME SOMEONE SEES YOU. USUALLY, THAT’S MICRO- CONTENT OF SOME KIND.
  34. @portentint Useful Weird AGAIN: IT’S WHERE A PERSON DECIDES TO START A STORY WITH YOU
  35. @portentint Read ‘We Are All Weird’ by Seth Godin WEIRD DOESN’T HAVE TO MEAN CRAZY OR STRANGE. IT MEANS UNIQUE. WHICH WE ALL ARE, RIGHT?
  36. IT’S HARD TO STAND OUT FROM THE CROWD. SO DON’T HANG OUT WITH THE CROWD.
  37. INSTEAD, CHOOSE THE WEIRD. REALLY LIKES WAFFLES IT'S TRUE.
  38. WEIRD = A NICHE. ANY NICHE. ALLERGIC TO WOOL DUDE. THAT'S PERSONAL. come near me with those shears and I will @#)$!! you up OK. SOMETIMES WEIRD MEANS STRANGE.
  39. @portentint LIKE MUSIC CAN’T DANCE GANGNAM STYLE
  40. PURE GENIUS IN FINDING THE WEIRD.
  41. @portentint FIND THE WEIRD
  42. 3E6699   @portentint SEARCH
  43. @portentint SEARCH SUGGEST IS A GREAT PLACE TO START
  44. @portentint Nope
  45. @portentint Useful Weird SEO 0-60 PPC 0-60 SEO 0-60 times WE’VE GOT OUR FIRST ENTRY POINTS
  46. 3E6699   @portentint COLLABORATIVE FILTERING SITES LIKE AMAZON SHOW THOSE ‘PEOPLE WHO BOUGHT/LIKED THIS ALSO BOUGHT/LIKED’ – THAT IS A GOLD MINE OF INFORMATION!!!!
  47. @portentint I SEARCHED FOR ‘CADILLAC ATS’ AND GOT BICYCLE RACKS
  48. @portentint SO MAYBE ATS DRIVERS LIKE BICYCLES? AND THEY HAVE MONEY, SO MAYBE THEY LIKE EXPENSIVE BICYCLES? ANOTHER ENTRY POINT
  49. @portentint I COULD WRITE ABOUT, OR TALK ABOUT, OR CO-MARKET WITH, CYCLING COMPANIES
  50. 3E6699   @portentint SOCIAL MEDIA
  51. @portentint FOLLOWERWONK ANALYZE FOLLOWERS
  52. @portentint LOOK AT CADILLAC FOLLOWERS AND GET TARGETING DATA
  53. @portentint FACEBOOK TARGETING BUILD AUDIENCES ON FACEBOOK BASED ON COLLABORATIVE FILTERING
  54. @portentint FACEBOOK TARGETING OR BASED ON ME, YOUR AVERAGE MIDLIFE- CRISIS CADILLAC ATS BUYER
  55. @portentint Useful Weird SEO 0-60 PPC 0-60 SEO 0-60 times Facebook Cycling Facebook Racks Twitter 0-60 times Facebook Fastest cars Instagram Trials ENTRY POINTS
  56. @portentint Useful Weird SEO 0-60 PPC 0-60 SEO 0-60 times Facebook Cycling Facebook Racks Twitter 0-60 times Facebook Fastest cars Instagram Trials Facebook Sprains EVEN FOR 40+ MOUNTAIN BIKERS
  57. 3E6699   @portentint Q&A
  58. @portentint Q&A SITES LIKE QUORA ARE ALSO FANTASTIC ENTRY POINTS. ANSWERING QUESTIONS SHOW UTILITY AND GENERATE INTEREST
  59. @portentint
  60. @portentint THIS IS ONE LUCKY BUGGER
  61. @portentint Find questions with no answers
  62. @portentint Useful Weird SEO 0-60 PPC 0-60 SEO 0-60 times Facebook Cycling Facebook Racks Twitter 0-60 times Facebook Fastest cars Instagram Trials Quora True Detective Facebook True Detective YEP. MORE ENTRY POINTS. ANSWER THAT TRUE DETECTIVE QUESTION, AND NOT JUST ON QUORA
  63. @portentint Useful Weird SEO 0-60 PPC 0-60 SEO 0-60 times Facebook Cycling Facebook Racks Twitter 0-60 times Facebook Fastest cars Instagram Trials Quora True Detective Facebook True Detective QUORA SHOWED US THE ENTRY POINT. IT DOESN’T HAVE TO BE THE ONLY ONE
  64. @portentint SPEAK TO THE WEIRD
  65. @portentint CREATE THE ENTRY POINTS
  66. @portentint aka
  67. @portentint EXECUTE DAMMIT YOU KNOW WHAT TO SAY. NOW YOU HAVE TO ACTUALLY SAY IT.
  68. Useful Weird SEO 0-60 PPC 0-60 SEO 0-60 times Facebook Cycling Facebook Racks Twitter 0-60 times Facebook Fastest cars Instagram Trials Quora Car safety PRODUCE FOR THESE ENTRY POINTS
  69. Useful Weird SEO 0-60 PPC 0-60 SEO 0-60 times Facebook Cycling Facebook Racks Twitter 0-60 times Facebook Fastest cars Instagram Trials Quora Car safety TARGET THESE ENTRY POINTS
  70. Useful Weird SEO 0-60 PPC 0-60 SEO 0-60 times Facebook Cycling Facebook Racks Twitter 0-60 times Facebook Fastest cars Instagram Trials Quora Car safety OPTIMIZE FOR THESE ENTRY POINTS
  71. Useful Weird SEO 0-60 PPC 0-60 SEO 0-60 times Facebook Cycling Facebook Racks Twitter 0-60 times Facebook Fastest cars Instagram Trials Quora Car safety BUILD FOR THESE ENTRY POINTS
  72. 3E6699   @portentint BITE-SIZED CHUNKS OF CHAT
  73. @portentint ANSWER THE QUESTION. EASY ENTRY POINT
  74. @portentint SEARCH OH, AND LOOK FOR PEOPLE HIJACKING YOUR ENTRY POINTS, LIKE JAQUAR HERE
  75. @portentint PAID SOCIAL DO SOME DARK POSTING, ETC. AROUND CYCLING. TARGET THE AUDIENCE YOU FOUND
  76. @portentint PAID SOCIAL CONTENT LIKE THIS IS A GOOD EXAMPLE OF AN ENTRY POINT. MINIMAL PROMOTION, STILL BRANDED, GREAT INFO
  77. @portentint PAID SOCIAL THIS AD DOESN’T THRILL ME. TOO PROMOTIONAL AS AN ENTRY POINT. IF IT’S RETARGETED, OK
  78. @portentint OTHER SEARCH (PINTEREST) PINTEREST IS BASICALLY A HUMUNGOUS IMAGE SEARCH ENGINE. GREAT FOR RELEVANT PRODUCTS AND SERVICES
  79. @portentint MICRO CONTENT (SNAPCHAT) NEVER RULE OUT PRODUCTS LIKE SNAPCHAT. THESE AREN’T JUST TEENAGE TEXT SERVICES
  80. @portentint EXECUTE DAMMIT OH, AND ALSO…
  81. @portentint THIS IS AN ENTRY POINT …SOCIAL MEDIA COMMENTS ARE ENTRY POINTS!!!! ANSWER THE #@$! QUESTIONS
  82. @portentint SO IS THIS WHY LOSE EASY OPPORTUNITIES LIKE THIS?! THE CUSTOMER HAS CREATED THEIR OWN ENTRY POINT!!!
  83. @portentint Useful Weird SEO 0-60 PPC 0-60 SEO 0-60 times Facebook Cycling Facebook Racks Twitter 0-60 times Facebook Fastest cars Instagram Trials Quora True Detective Facebook True Detective Facebook Comments
  84. @portentint Useful Weird SEO 0-60 PPC 0-60 SEO 0-60 times Facebook Cycling Facebook Racks Twitter 0-60 times Facebook Fastest cars Instagram Trials Quora True Detective Facebook True Detective Facebook Comments
  85. @portentint USEFUL: PROVE IT USEFUL IS THE MIDDLE OF THE STORY. AGAIN, WE DON’T CHOOSE T
  86. Significant Useful Weird NOW, YOU ESTABLISH UTILITY. THAT’S THE NEXT ‘LAYER’ IN THIS PROCESS
  87. Useful Weird
  88. @portentint Remember this?
  89. @portentint CONNECT THE DOTS
  90. @portentint “TOP 10 CARS ON TV: 2015” THIS WOULD BE A NICE STEP 2. TAKE PEOPLE FROM THE WEIRD CONTENT TO THIS
  91. Weird Facebook True Detective Quora True Detective Post TV cars of 2015 Useful THIS PROVIDES PATHS – IT CONNECTS THE DOTS – FROM WEIRD TO USEFUL TO SIGNIFICANT
  92. Weird Facebook True Detective Quora True Detective Instagram Blind spot detection Post Blind spot detection Post TV cars of 2015 Useful AND REMEMBER, WE’RE WORLDBUILDING, NOT STORYTELLING. CREATE THE ENTRY POINTS…
  93. Weird Facebook True Detective Instagram Blind spot detection Post Blind spot detection Post TV cars of 2015 Useful …AND THAT NEXT LAYER, AND LET PEOPLE DEFINE THEIR OWN STORIES
  94. @portentint ian wtf?!!!
  95. Weird Useful JUST REMEMBER…
  96. Weird Useful CONNECT THE DOTS.
  97. @portentint ON-SITE
  98. 3E6699   @portentint BLOG POSTS? SURE.
  99. @portentint TOOLS OCCASIONA SELF PROMOTION BUT ‘USEFUL’ DOESN’T JUST MEAN ‘BLOG POSTS.’ GREAT FREE OFFERS LIKE THIS CAN WORK. MOMAGENDA DOESN’T EVEN REQUIRE AN E-MAIL ADDRESS. BUT THIS IS SURE USEFUL
  100. TOOLS OCCASIONA SELF PROMOTION TOOLS WORK
  101. TOOLS OCCASIONA SELF PROMOTIONGREAT CONTENT LIKE THIS PIECE FROM SEER WORKS, TOO
  102. BUT USEFUL CAN ALSO MEAN GREAT PRODUCT DESCRIPTIONS, A WONDERFUL HOTEL BOOKING SEARCH TOOL, ANYTHING. IT’S NOT ‘CONTENT MARKETING’ (WHATEVER THAT IS)
  103. @portentint MAKE IT VISIBLE IF NO ONE CAN FIND YOU, YOU’RE NOT USEFUL
  104. TO SEARCH ENGINES
  105. 3E6699   @portentint EVERYTHING
  106. 3E6699   @portentint TECHNICAL SEO
  107. 3E6699   @portentint TECHNICAL SEO YOU DON’T NEED A CHECKLIST. IF WHAT YOU’RE DOING FEELS LIKE THIS, IT’S BAD FOR SEO
  108. TO SOCIAL PLATFORMS
  109. @portentint OPEN GRAPH PROTOCOL
  110. @portentint TWITTER CARDS
  111. @portentint OFF-SITE YOU CAN BE USEFUL OFF-SITE, TOO
  112. @portentint SLIDESHARE.NET
  113. @portentint Free e-books on Kindle
  114. @portentint 26,000+ people get auto-notifications.
  115. @portentint TRANSACTIONAL
  116. @portentint
  117. @portentint ENTERTAINING
  118. NO ONE IS BORING
  119. @portentint
  120. @portentint EXECUTE DAMMIT
  121. @portentint SIGNIFICANT: KEEP YOUR PROMISE
  122. BE CONSISTENT DON’T PROMISE ME CHOCOLATE CHIP AND GIVE ME OATMEAL RAISIN
  123. Significant Useful Weird SIGNIFICANT IS ABOUT KEEPING YOUR PROMISE & PROVIDING A GOOD EXPERIENCE
  124. @portentint SHAREABILITY
  125. @portentint HOW DO I SHARE THIS PAGE? I HAVE NO IDEA
  126. @portentint EASY TO FOLLOW
  127. @portentint NOT EXACTLY EASY TO FIND, IS IT?
  128. @portentint USABILITY MATTERS 5  1   NICE! #1 RANKING!!!
  129. @portentint USABILITY MATTERS WTF?!!!
  130. @portentint omg what do i do?!!!
  131. @portentint CONVERSATION-BUILDING MUCH EASIER. THIS KEEPS THE PROMISE THAT I CAN GET WHAT I WANT
  132. @portentint SITE SPEED SITE SPEED IS AN EASY WAY TO ESTABLISH SIGNIFICANCE BY PROVIDING A GOOD EXPERIENCE
  133. @portentint LOOK AT THE INCREASE IN PAGE VALUE AS YOUR SITE SPEEDS UP
  134. @portentint POLISH THE LITTLE THINGS…
  135. @portentint LIKE BASIC TYPOGRAPHY. THIS SPACING KILLS ME. FOR LESS OBSESSIVE PEOPLE, IT’S A SUBTLE, AMBIENT THING THAT ERODES TRUST & THE EXPERIENCE
  136. @portentint DOESN’T THAT FEEL BETTER?
  137. @portentint AND A SMALL INCREASE IN LINE SPACING…
  138. @portentint AND TIGHTER SPACING BETWEEN BULLETS
  139. @portentint THE RESULT LOOKS A LOT BETTER THAN THIS. FLIP BACK AND FORTH BETWEEN THIS AND THE PREVIOUS SLIDE TO COMPARE
  140. @portentint EASY TO TAKE ACTION SOUNDS SILLY, BUT A CLEAR, EASY CALL TO ACTION IS SIGNIFICANT
  141. @portentint I LOVE THIS ETSY PAGE. SO EASY TO FIGURE OUT WHAT’S NEXT. THAT’S SIGNIFICANCE
  142. @portentint DON’T LEAVE IT ALL TO CHANCE DON’T LEAVE A PERSON’S PROGRESSION THROUGH YOUR WORLD TO CHANCE
  143. @portentint MAINTAIN CONNECTIONS
  144. @portentint RETARGETING USE RETARGETING TO REMIND THEM THEY HAVE ACCESS TO YOU AND YOUR WORLD
  145. Significant Useful Blog Stopping distance Webinar Engine types Weird Fb Stopping distance Tw Fastest car Tw Braking Quora Stopping distance Retargeting RETARGETING CAN BRING PEOPLE BACK TO ENTRY POINTS WHEN THEY FORGET ABOUT YOU, OR GET DISTRACTED. DON’T BE RUDE. JUST PROVIDE A GENTLE REMINDER
  146. @portentint BRIBERY WHEN MAINTAINING CONNECTIONS, THERE’S NOTHING WRONG WITH A LITTLE BRIBERY, LIKE A FREEBIE, A SPECIAL OFFER OR SOME EASY INFORMATION
  147. 3E6699   @portentint THIS IS WHERE IT GETS MESSY OK. LOTS OF TIPS IN HERE. BUT IT’S NOT ABOUT THE TIPS. IT’S ABOUT THE MESSY STUFF
  148. @portentint IT’S NOT STORYTELLING JUST REMEMBER, MARKETING ISN’T STORY TELLING. THUS, MESSY
  149. @portentint IT’S NOT STORYTELLING STORYTELLING IS SOMETHING THE CUSTOMERS DO.
  150. @portentint IT’S WORLDBUILDING AS MARKETERS, WE BUILD THE WORLDS IN WHICH CUSTOMERS CREATE THEIR OWN STORIES
  151. @portentint Bu Our car is faster Our car is safer Our car is better Buy our car CAMPAIGNS OVERLAP
  152. Significant Useful Blog Stopping distance Webinar Engine types Weird Fb Stopping distance Tw Fastest car Tw Braking Quora Stopping distance Defensive design Site speed It works Retargeting PEOPLE BOUNCE AROUND
  153. @portentint OH, AND YOU RARELY GET TO DO REAL WORLDBUILDING. THAT’S OK
  154. @portentint SET YOURSELF UP TO BE LUCKY THE POINT IS TO POSITION YOURSELF SO THAT WHEN THE OPPORTUNITY ARISES, YOU’RE GOOD TO GO…
  155. @portentint SET YOURSELF UP TO BE LUCKY …AND TO ADVOCATE, DIPLOMATICALLY, FOR A WORLDBUILDING APPROACH
  156. INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED THE WHOLE STACK TO DO THAT, ALWAYS BE AWARE OF THE WHOLE STACK. YOU’RE WORKING IN YOUR INDIVIDUAL DISCIPLINE…
  157. INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED THE WHOLE STACK …BUT YOU CAN BE AWARE OF WHAT OTHERS ARE DOING IN THEIRS…
  158. INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED THE WHOLE STACK …THEREBY MAXIMIZING YOUR ABILITY TO CREATE GREAT ENTRY POINTS ACROSS CHANNELS, AND CONNECTING WEIRD, USEFUL AND SIGNIFICANT
  159. Significant Useful Weird …WHICH CREATES THAT MARKETING WORLD
  160. NEVER, EVER SPLIT THE (ADVENTURING) PARTY you handle the dragon. i'm going to search for gold. this won't end well. TRY TO AVOID SILOING. DIVIDING THE PARTY NEVER GOES WELL
  161. @portentint DON’T QUIT THIS AND KEEP AT IT!
  162. 3E6699   @portentint @PORTENTINT www.portent.com COMMENCE HECKLING Slides at http://portent.co/mkt-worlds

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