ian lurie_searchlove san diego 2013_weird useful significant
TRANSCRIPT
WEIRD, USEFUL, SIGNIFICANTINTERNET MARKETING IN 2013
Related links at: portent.co/sigannt
Ian Lurie@[email protected]
Before I was I spent time at
I DO MY OWN STUNTS
portent.co/sigannt
60 TIPS. 30 MINUTES.
portent.co/sigannt
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aka:
HAPPENS
PART 1: IN WHICH I INTRODUCE A STORY AS OLD AS CIVILIZATION
MARKETING TIP GETS ATTENTION
THE GRAPHHAS A DECENT MARKETING IDEA
GOOD STUFF HAPPENS
EVERYONE GETS PUMPED
300 in 2 days
If you’re going to flog the crap out of a word
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LOOK IT UP FIRST.
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THE GRAPHHAS A DECENT MARKETING IDEA
GOOD STUFF HAPPENS
THE GRAPH OF SHAMEHAS A DECENT MARKETING IDEA
TOTAL FAILURE
WRITE _____ IS DEAD BLOG POST
I MAY GET VIOLENT
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MARKETING HAS NOT CHANGED0 4
MARKETING IS ABOUT SIGNIFICANCE
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SIGNIFICANCETHE QUALITY OF BEING WORTHY OF ATTENTION
FROM THE DICTIONARY:
SIGNIFICANCETHE 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
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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.
USEFULCONSISTENT
SIGNIFICANT+
WEIRD
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WEIRD
READ WE ARE ALL WEIRD(Seth Godin)
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IT’S HARD TO STAND OUT FROM THE CROWD. SO DON’T HANG OUT WITH THE CROWD.
INSTEAD, CHOOSE THE WEIRD.
REALLY LIKES WAFFLES
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WEIRD = A NICHE. ANY NICHE.
ALLERGIC TO WOOL
WEIRD DOESN’T MEAN CRAZY
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SO HOW DO YOU FIND YOUR IDEAL WEIRD?
LOOK FOR OVERLAP
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NEED APPLIANCESLIKE TO SEE STUFF GET SMASHED
WILL IT BLEND
MARKETERS GAMER NERDS
MARKETERS WHO ARE GAMER NERDS
SELLING TO THE WEIRD USING OVERLAP IS GOOD FOR EVERY TACTIC & CHANNEL
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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
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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
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DOG OWNERS OUT OF SHAPE
DOG OWNERS WHO NEED EXERCISE
I JUST NEED TO KNOW ABOUT THIS
CHECK CHATTER: GOOGLE1 5
Checking for questions & discussion:phrase + “ “ + ?
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Checking for questions & discussion:phrase + “ “ + ? site:quora.com
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CHECK CHATTER: TOPSY1 8
AUDIENCE OF 3? THAT’S FINE
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They’re more likely to spread the word.
ANOTHER WAY TO FIND OVERLAP:
RANDOM AFFINITY
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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.COMFACEBOOK
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THINK: “PEOPLE WHO LIKED ALSO LIKED”
STEP 2: RESEARCH
SEEK THE RANDOM2 2
YOU’RE A TRAVEL COMPANY. YOU WANT TO COMPETE WITH THE LONELY PLANET.
SORTA RANDOM
RANDOM AFFINITIES CAN DRIVE CONTENT
10 GREAT TRAVEL SMOOTHIESBEST SMOOTHIES IN
EUROPESMOOTHIE CONSUMPTION PER CAPITA BY COUNTRY
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RANDOM AFFINITIES CAN DRIVE AD TARGETING
TEST ADS TARGETING THEM
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TEST ADS TARGETING THEM
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FACEBOOK AD PLANNER
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SOMETIMES FACEBOOK IS INSANE
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LOOKING TO START A GAMING GROUP?
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START A BRUCE CAMPBELL FAN CLUB
This is still not truly data, right?
GET YOUR NERD ON2 9
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LIKESTER.COM
National GeographicBarack Obama
The BeatlesStarbucksTraveling
MusicPhotography
ColdplayMichael Jackson
Lady GagaBob MarleyCoca-Cola
53354462
435242024179
4042389438253764
365136423632
Observed overlap with 'The Lonely Planet'
LIKES THE BEATLES LIKES TO TRAVEL
ADS ON SPOTIFY
WISDOM.COM3 1
GREAT DATA…
WISDOM.COM
…ROUGH BUSINESS MODEL
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DON’T LOOK AT LIKESLOOK AT ACTIVITY
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DON’T LOOK AT LIKESLOOK AT ACTIVITY
HOW MANY POST TO PAGE A?AND PAGE B?
ON REDDIT?ON FACEBOOK?
ON TWITTER?
A GUY CAN DREAM…
…OR START CODING.
USEFULCONSISTENT
SIGNIFICANT+
WEIRD
BUTWEIRD ONLY GETS YOU SO FAR.
BEUSEFULSIGNIFICANT MUST HAVE REAL VALUE TO THE AUDIENCE
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WEIRD GUIDES AUDIENCE
USEFUL PROVIDES DEFINITE VALUE THAT RETAINS AUDIENCE
FIND QUESTIONS ANSWER QUESTIONS
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GOOGLE SUGGEST, OF COURSE3 5
QUORA.COM
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QUORA.COM IS LIKE FOCUS GROUPS, BUT DIPPED IN CHOCOLATE.
FIRST, GET SCRAPER
(CHROME REQUIRED)
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FIND A TOPIC
VIEW QUESTIONS
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SCROLL A BIT
LOADS MORE QUESTIONS
HIGHLIGHT 1 QUESTION
KILL ALL OF THE CHARACTERS AT LEAST ONCE.
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INTJ = CHAOTIC GOOD
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EXPORT/PASTE TO EXCEL
TEXT TO COLUMNS
COPY/PASTE THE BULLET
REMOVE ‘FOLLOWERS’
SORT
A LESS WEIRD EXAMPLE: 300+ QUESTIONS
GETTING FANCY: PULLING OUT ANSWER COUNT
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IT’S EASY!!!
=IF(ISERROR(SUM(MID(A2,FIND("Answer",A2)-3,3),1)),REPLACE(MID(A2,FIND("Answer",A2)-3,3),1,1,""),MID(A2,FIND("Answer",A2)-3,3))
IT’S EASY!!!
NOW, I CAN FIND QUESTIONS WITH LOTS OF FOLLOWERS/FEW ANSWERS.
MAKING WAVESENTERTAINMENT
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“WE CHOOSE TO GO TO THE MOON…”
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NO ONE IS BORING
DON’T LET CHANNEL DRIVE MESSAGE
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USEFUL GETS HEARD
FOLLOWERWONK SEARCH BIOS4 5
STALK REACH OUT TO THESE FOLK
SLIDESHARE.NET4 6
FREE EBOOKS ON KINDLE
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20,000+ people get auto-notifications.
OUTBRAIN.COMSTUMBLEUPON PAID DISCOVERY
FACEBOOKRETARGETING
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ZERO CLICKS
72 CLICKS IN 2 HOURS
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ISN’T SIGNIFICANCE JUST ABOUT CONTENT?
ISN’T SIGNIFICANCE JUST ABOUT CONTENT?
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BE
CONSISTENTDON’T PROMISE ME CHOCOLATE CHIP AND GIVE ME OATMEAL RAISIN
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USABILITY MATTERS5 1
SPEED’S KIND OF IMPORTANTCORRELATION TO CONVERSIONS
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CONSISTENCY IN ALL THINGSCEMENTS SIGNIFICANCE
MESSAGEBEHAVIORPLATFORMDELIVERY
WIBBLY WOBBLY STUFFfrom dr. who
LOCATION
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RESPONSE
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CONVERSATION-BUILDING
STICKY
WON’T TRIGGER THE SAME RESPONSE AS
CONVERSATION-BUILDING5 6
WEIRD USEFUL
SIGNIFICANT+
SIGNIFICANTCONSISTENT+RANKINGSSOCIALSALESBRAND
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INSPIRATIONAL CONCLUSION
THIS STUFF IS REALLY HARD
SIGNIFICANCE TAKES WORK
SIGNIFICANCE ALWAYS WORKS
SIGNIFICANCE PAYS OFF
AND THE ROI IS DAMNED GOOD
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1 PRINT AD PUBLICATION: $50,000
REACH: 250,000COST: $.20/PERSONROI: $0.0000000000000000
MESSAGING, 10 CREATIVE, ADJUST EXISTING: $30,000
REACH: 250,000COST: $.04/PERSONROI: 10:1
HOW MUCH WOULD THESE COST?
DA 70+8 LINKS x $100/link$800
PENGUIN DISCOUNT
DA 70+8 LINKS x $100/link$800 PER MONTH$9600 PER YEAR
DA 70+3 tries$2000/try$6000 PER YEAR
DA 70+3 tries$2000/try$6000 PER YEAR
No pissed penguins? Priceless.
SIGNIFICANCE FILTERS THE SHINY THINGS
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WILL THIS BUILD SIGNIFICANCE?
HOW ABOUT THIS?
OR THIS?
DON’T QUIT
THIS
NEVER, EVER SPLIT THE (ADVENTURING) PARTY
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aka STAY FOCUSED6 0
THE SIGNIFICANT SHALL INHERIT THE INTERNET
