SEARCHLOVE DAN DIEGO 2013-Ian Lurie

Weird, Useful, Significant Internet Marketing in 2013

Transcript

1. WEIRD, USEFUL, SIGNIFICANT INTERNET MARKETING IN 2013 Related links at: portent.co/sigannt
2. Ian Lurie @portentint ian@portent.com
3. Before I was I spent time at
4. I DO MY OWN STUNTS portent.co/sigannt
5. 60 TIPS. 30 MINUTES. 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. MARKETING TIP GETS ATTENTION 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. 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
51. FINDING OVERLAP
52. ONE WAY TO FIND OVERLAP: THINK 1  3  
53. DOG OWNERS
54. OUT OF SHAPE DOG OWNERS WHO NEED EXERCISE DOG OWNERS
55. DOG OWNERS OUT OF SHAPE DOG OWNERS WHO NEED EXERCISE I DON’T NEED TO KNOW WHAT THIS IS 1  4  
56. DOG OWNERS OUT OF SHAPE DOG OWNERS WHO NEED EXERCISE I JUST NEED TO KNOW ABOUT THIS
57. CHECK CHATTER: GOOGLE 1  5  
58. Checking for questions & discussion: phrase + “ “ + ? 1  6  
59. Checking for questions & discussion: phrase + “ “ + ? site:quora.com 1  7  
60. CHECK CHATTER: TOPSY 1  8  
61. AUDIENCE OF 3? THAT’S FINE 1  9  
62. They’re more likely to spread the word. well golly, that's swell! the warts are all gone! Didn't even leave a scar!
63. ANOTHER WAY TO FIND OVERLAP:
64. RANDOM AFFINITY 2  0   ANOTHER WAY TO FIND OVERLAP:
65. RANDOM AFFINITY: TWO IDEAS LINKED ONLY BY THE FACT THAT A GROUP OF PEOPLE LIKE THEM BOTH.
66. “PEOPLE WHO LIKE SCRABBLE ARE 2X MORE LIKELY TO LIKE LIME JELLO.”
67. TELEPATHY NOT REQUIRED
68. STEP 1: PICK NETWORKS ANYWHERE PEOPLE PARTICIPATE
69. AMAZON.COM FACEBOOK REDDIT 2  1  
70. THINK: “PEOPLE WHO LIKED ALSO LIKED” STEP 2: RESEARCH
71. SEEK THE RANDOM 2  2  
72. YOU’RE A TRAVEL COMPANY. YOU WANT TO COMPETE WITH THE LONELY PLANET.
74. SORTA RANDOM
75. RANDOM AFFINITIES CAN DRIVE CONTENT
76. 10 GREAT TRAVEL SMOOTHIES BEST SMOOTHIES IN EUROPE SMOOTHIE CONSUMPTION PER CAPITA BY COUNTRY
77. 2  3   RANDOM AFFINITIES CAN DRIVE AD TARGETING
78. TEST ADS TARGETING THEM 2  4  
79. TEST ADS TARGETING THEM 2  5  
80. FACEBOOK AD PLANNER 2  6  
81. SOMETIMES FACEBOOK IS INSANE 2  7  
82. LOOKING TO START A GAMING GROUP? 2  8  
83. START A BRUCE CAMPBELL FAN CLUB
84. sorry, no data, no budget. This is still not truly data, right?
85. 2  9  
86. 3  0   LIKESTER.COM
87. 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'
88. LIKES THE BEATLES LIKES TO TRAVEL ADS ON SPOTIFY
89. WISDOM.COM 3  1   GREAT DATA…
90. WISDOM.COM …ROUGH BUSINESS MODEL
91. 3  2   DON’T LOOK AT LIKES LOOK AT ACTIVITY
92. 3  2   DON’T LOOK AT LIKES LOOK AT ACTIVITY
93. HOW MANY POST TO PAGE A? AND PAGE B? ON REDDIT? ON FACEBOOK? ON TWITTER?
94. A GUY CAN DREAM…
95. …OR START CODING.
96. USEFUL CONSISTENT SIGNIFICANT + WEIRD
97. BUT WEIRD ONLY GETS YOU SO FAR.
98. BE USEFUL SIGNIFICANT MUST HAVE REAL VALUE TO THE AUDIENCE 3  3  
99. WEIRD GUIDES AUDIENCE
100. USEFUL PROVIDES DEFINITE VALUE THAT RETAINS AUDIENCE
101. FIND QUESTIONS ANSWER QUESTIONS 3  4  
102. GOOGLE SUGGEST, OF COURSE 3  5  
103. QUORA.COM 3  6  
104. QUORA.COM IS LIKE FOCUS GROUPS, BUT DIPPED IN CHOCOLATE.
105. FIRST, GET SCRAPER (CHROME REQUIRED) 3  7  
106. FIND A TOPIC
107. VIEW QUESTIONS
108. 3  8  
109. SCROLL A BIT LOADS MORE QUESTIONS
110. HIGHLIGHT 1 QUESTION
112. KILL ALL OF THE CHARACTERS AT LEAST ONCE. 3  9  
114. INTJ = CHAOTIC GOOD 4  0  
115. EXPORT/PASTE TO EXCEL
116. TEXT TO COLUMNS
117. COPY/PASTE THE BULLET
118. REMOVE ‘FOLLOWERS’
119. SORT
120. A LESS WEIRD EXAMPLE: 300+ QUESTIONS
121. GETTING FANCY: PULLING OUT ANSWER COUNT 4  1  
122. 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))!
123. IT’S EASY!!! hahaha i just kidding. check the link bundle.
124. NOW, I CAN FIND QUESTIONS WITH LOTS OF FOLLOWERS/FEW ANSWERS.
125. MAKING WAVES ENTERTAINMENT 4  2  
126. “WE CHOOSE TO GO TO THE MOON…”
127. 4  3   NO ONE IS BORING
130. DON’T LET CHANNEL DRIVE MESSAGE 4  4  
131. USEFUL GETS HEARD
132. FOLLOWERWONK SEARCH BIOS 4  5  
133. STALK REACH OUT TO THESE FOLK
134. SLIDESHARE.NET 4  6  
136. FREE EBOOKS ON KINDLE 4  7  
137. 20,000+ people get auto- notifications.
138. OUTBRAIN.COM STUMBLEUPON PAID DISCOVERY FACEBOOK RETARGETING 4  8  
143. ZERO CLICKS
144. 72 CLICKS IN 2 HOURS 4  9  
145. ISN’T SIGNIFICANCE JUST ABOUT CONTENT?
146. ISN’T SIGNIFICANCE JUST ABOUT CONTENT?
147. significance is about everything 5  0  
148. BE CONSISTENT DON’T PROMISE ME CHOCOLATE CHIP AND GIVE ME OATMEAL RAISIN 5  0  
149. USABILITY MATTERS 5  1  
150. SPEED’S KIND OF IMPORTANT CORRELATION TO CONVERSIONS 5  2  
151. CONSISTENCY IN ALL THINGS CEMENTS SIGNIFICANCE
152. MESSAGE BEHAVIOR PLATFORM DELIVERY WIBBLY WOBBLY STUFF from dr. who
153. LOCATION 5  3  
155. RESPONSE 5  4  
158. 5  5  
159. CONVERSATION-BUILDING
162. STICKY
163. WON’T TRIGGER THE SAME RESPONSE AS CONVERSATION-BUILDING 5  6  
164. WEIRD USEFUL SIGNIFICANT +
165. SIGNIFICANT CONSISTENT + RANKINGS SOCIAL SALES BRAND 5  7  
166. INSPIRATIONAL CONCLUSION
167. THIS STUFF IS REALLY HARD
168. SIGNIFICANCE TAKES WORK
169. SIGNIFICANCE ALWAYS WORKS
170. SIGNIFICANCE PAYS OFF
171. AND THE ROI IS DAMNED GOOD 5  8  
173. 1 PRINT AD PUBLICATION: $50,000 REACH: 250,000 COST: $.20/PERSON ROI: $0.0000000000000000
174. MESSAGING, 10 CREATIVE, ADJUST EXISTING: $30,000 REACH: 250,000 COST: $.04/PERSON ROI: 10:1
175. HOW MUCH WOULD THESE COST?
176. DA 70+ 8 LINKS x $100/link $800 PENGUIN DISCOUNT
177. DA 70+ 8 LINKS x $100/link $800 PER MONTH $9600 PER YEAR
178. DA 70+ 3 tries $2000/try $6000 PER YEAR
179. DA 70+ 3 tries $2000/try $6000 PER YEAR No pissed penguins? Priceless.
180. SIGNIFICANCE FILTERS THE SHINY THINGS 5  9  
181. WILL THIS BUILD SIGNIFICANCE?
182. HOW ABOUT THIS?
183. OR THIS?
184. DON’T QUIT THIS
185. NEVER, EVER SPLIT THE (ADVENTURING) PARTY 6  0   you handle the dragon. i'm going to search for gold. this won't end well.
186. aka STAY FOCUSED 6  0  
187. THE SIGNIFICANT SHALL INHERIT THE INTERNET YEAH BABY.
188. @PORTENTINT IAN@PORTENT.COM PORTENT.CO/sigannt COMMENCE HECKLING