ian lurie - “weird, useful, significant: internet marketing for grown-ups”

Weird, Useful, Significant

By: Ian LurieAugust 20, 2015

Marketing as Worldbuilding

Ian [email protected]

Ian Lurie

My marketing process


Storytelling?


Storytelling is from point a to point b

a byawn

uh oh

oh @#$!

phew


MARKETING IS NOT STORYTELLING

Consumers are not (storybook) characters.

WE’RE NOT STORYTELLING UNTIL CHECKOUT


MARKETING IS WORLDBUILDING


WEIRD, USEFUL, SIGNIFICANT

TIME FOR THE NITTY GRITTY


CAMPAIGNS


CAMPAIGNS

“Our car is faster”


WEIRD: JUMPING OFF POINTS

I want to drive fast

I want to brag my car is fast

I am a 45 year old male

I am a car nerd


BY BEING WEIRD, USEFUL AND SIGNIFICANT

WEIRD = JUMPING OFF POINT



USEFUL = TRAVEL



SIGNIFICANT = DESTINATION


CAMPAIGNS = THE WORLD

3E6699WEIRD

FIND YOUR WEIRD

IT’S HARD TO STAND OUT FROM THE CROWD. SO DON’T HANG OUT WITH THE CROWD.

INSTEAD, CHOOSE THE WEIRD.

REALLY LIKES WAFFLES

0 9

WEIRD = A NICHE. ANY NICHE.

ALLERGIC TO WOOL

LIKE MUSICCAN’T DANCE

GANGNAM STYLE

SEARCH

COLLABORATIVE FILTERING

SOCIAL MEDIA

FOLLOWERWONK SEARCH BIOS

FOLLOWERWONK COMPARE USERS

STALK REACH OUT TO OVERLAPPING FOLLOWERS

AND FOLLOWERS’ FOLLOWERS

PROVIDE THE LANDMARKS


BITE-SIZED CHUNKS OF CHAT

COMPETITORSSEARCH

PAID SOCIAL

MICRO CONTENT(SNAPCHAT)

4 3

NO ONE IS BORING

DON’T LEAVE IT ALL TO CHANCE

RETARGETING


DEEPER DIVES

Read ‘We Are All Weird’by Seth Godin


USEFUL: TRAVEL

What’s a good fast car?

What gas mileage does a sports sedan get?

USEFUL: PROVE IT

OFF-SITE

Q&A (QUORA)

SLIDESHARE.NET

ALTERNATIVE SEARCH(PINTEREST)

FREE EBOOKS ON KINDLE

20,000+ people get auto-notifications.

ON-SITE

TRANSACTIONAL

INFORMATIONAL

ENTERTAINING

DON’T LEAVE IT TO CHANCE


SIGNIFICANT: KEEPING YOUR PROMISE


SIGNIFICANT: DESTINATIONS

3E6699Making it worth it

BE

CONSISTENTDON’T PROMISE ME CHOCOLATE CHIP AND GIVE ME OATMEAL RAISIN

USABILITY MATTERS5 1

USABILITY MATTERS

CONVERSATION-BUILDING

SITE SPEED

NOT BROKEN

DEEPER DIVES

YOU GET TO DO THIS ALL THE TIME, RIGHT?

SET YOURSELF UP TO BE LUCKY

DON’T QUIT

THIS

NEVER, EVER SPLIT THE (ADVENTURING) PARTY

@[email protected]

COMMENCE HECKLING

ian lurie - “weird, useful, significant: internet marketing for grown-ups”

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