story time's over: marketers are now worldbuilders
TRANSCRIPT
STORY TIME’S OVER MARKETERS ARE NOW WORLDBUILDERS
THE GLORIOUS AGE OF MASS-PRODUCED STORYTELLING those were some good
times
THE GLORIOUS AGE OF MASS-PRODUCED STORYTELLING
Buy our running shoes. They’re the best running shoes you’ll find. We have pink running shoes, brown running shoes and running shoes that help you run. They’re shoes. For running.
I sell homes in Seattle. Seattle real estate is a great deal right now. Come see all my Seattle homes on my Seattle real estate site full of homes in Seattle because my home are really nice and they’re in Seattle.
STORYTELLING
STORY ARC, TOP VIEW
STORY ARC, TOP VIEW
uh-oh
BE HONEST
WE NO LONGER CONTROL THE WHEN, THE WHERE (OR MAYBE THE WHAT)
auuughhh! we no longer
tell the story!!!!!
SILLINESS RESULTS
CONVERSION
WE GO TRANSACTIONAL
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$
TRANSACTIONS
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$
PEOPLE READY TO BUY YOUR PRODUCT, RIGHT NOW
Cool social icons from Azmid http://portent.co/1Sxb6EP THE UNIVERSE PROBLEM
PEOPLE SEEKING YOUR PRODUCT, RIGHT NOW $
UNIVERSE PROBLEM
PEOPLE WHO WANT A CRUISE
$
PEOPLE WHO WANT TO $#@!
BEHOLD
$
PLACES = THE MAP PATHS + PLACES = THE WORLD MOVEMENT CREATES STORIES
PLACES PATHS MOVEMENT
OPTIMIZE FACILITATE
OBSERVE
$
TRANSACTIONAL WORLDBUILDING
PLACES PATHS MOVEMENT
OPTIMIZE FACILITATE
OBSERVE
$
PLACES
EVERYTHING’S A PLACE
$
DESTINATION
DESTINATION
DESTINATION
DESTINATION
$
PLACES
“WE HELP FIND THE BEST DEAL EVERYWHERE”
“WE HAVE INFORMATION”
Cool social icons from Azmid http://portent.co/1Sxb6EP “WE’RE GOING GREEN”
“HERE’S MORE”
YES, TRANSACTIONAL
$
COOPERATIVE
RETARGETING
RETARGETING
$
AUDIENCE-CREATED
THE AUDIENCE CREATES PLACES
THE AUDIENCE CREATES PLACES
THE AUDIENCE CREATES PLACES
$
ALGORITHM CREATED
AUDIENCE
DENIM ≠ JEANS
$
PEOPLE READY TO BUY, RIGHT NOW, FROM YOU
$
PEOPLE WITH RELEVANT QUESTIONS
QUESTIONS
ANSWERTHEPUBLIC.COM
“WE ARE OPEN ON SUNDAYS”
QUORA
SEARCH SUGGEST
SEARCH SUGGEST
SEARCH SUGGEST
$
PEOPLE READY TO BUY, RIGHT NOW, FROM YOU
$
PEOPLE READY TO BUY RELATED PRODUCTS
COLLABORATIVE FILTERING
COLLABORATIVE FILTERING
CREATE/GO TO THESE PLACES
ANSWERTHEPUBLIC.COM COLLABORATIVE FILTERING
SOCIAL ADVERTISING
$ $
PUBLISH WHERE THE CUSTOMERS ARE
oohhmmmm
NOTHING IS BORING
THERE IS NO BORING
THERE IS NO BORING
ENSURE KICK-ASS PLACES
$
PEOPLE
$
PEOPLE WHO TOLERATE LOUSY UX
DO THE LITTLE THINGS PROVIDE A GREAT PLACE
DON’T GIVE ME THIS
CREDIT: ZEKE MILLER, TIME REPORTER
CREDIT: ZEKE MILLER, TIME REPORTER
THAT FEELS LIKE THIS
AND ENDS LIKE THIS
$ $ $ $
GIVE ME THIS
GRAMMARLY
GRAMMARLY
HEMINGWAYAPP.COM
HEMINGWAYAPP.COM
SPEED THINGS UP
700kb png 64kb jpg
24kb jpg
PNG for less photo-ish
4kb png
1.1 megabytes
227kb
IMAGEOPTIM/CAESIUM
lazy loading
AVOID CRAPPY STOCK PHOTOS
Showing up everywhere
AVOID CRAPPY STOCK PHOTOS
Showing up everywhere
AVOID CRAPPY STOCK PHOTOS
Lack of brand safe
AVOID CRAPPY STOCK PHOTOS
Pexels.com Unsplash.com
oohhmmmm
YOU STILL CONTROL YOUR BRAND
PRESENCE = BEING AT A PLACE
YOUR PRESENCE DICTATES YOUR BRAND
NON-BRAND
GOOD PRESENCE = GREAT BRAND
Cool social icons from Azmid http://portent.co/1Sxb6EP JUST BAD
Cool social icons from Azmid http://portent.co/1Sxb6EP JUST BAD
COMMENTS
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$
PEOPLE SHOPPING FOR MARKETING BOOKS
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$
MARKETING NERDS
BAD TARGETING = BAD BRAND (article by Slate)
BAD TARGETING = BAD BRAND
GOOD PRESENCE = GREAT BRAND
oohhmmmm
IT’S ADAPTIVE
PLACES PATHS MOVEMENT
OPTIMIZE FACILITATE
OBSERVE
PATHS ARE VERBS
$
THE AUDIENCE MOVES FROM PLACE TO PLACE
$
$
$
$
$
$
$
$
oohhmmmm
IT’S NOT (TOTAL) CHAOS
SO STOP IT. FACILITATING PATHS
FULLY DESCRIBE
ONE TWEAK
AWESOME
MISSED OPPORTUNITIES
DEFENSIVE DESIGN
CONVERSION
NO RAILROADING
you will go this way and you
will like it!!!
RAILROADING
NEVER TRY TO OWN A HASHTAG
CHAOS RESULTS
CHAOS RESULTS
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$
PEOPLE ANNOYED WITH QANTAS STRIKE
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$
EVERYONE WHO’S HEARD OF QANTAS
oohhmmmm
YOU CAN TRACK AND OBSERVE
PLACES PATHS MOVEMENT
OPTIMIZE FACILITATE
OBSERVE
CONVERSIONS & MICROCONVERSIONS
MICRO CONVERSION: SCROLL PAST 50%
MICRO-CONVERSION = MOVEMENT
$
MICRO CONVERSION: E-MAIL SUBSCRIPTION
MOVEMENT
$
TRANSACTION
$
GOOGLE ANALYTICS TOP CONVERSION PATHS
TOP CONVERSION PATH STARTS W/ ORGANIC, ENDS WITH DIRECT.
3-STEP PATH
TRUE STORY
$
search content facebook content e-mail $$$$
TRUE STORY
Turn off paid social. there’s no
ROI
TRUE STORY
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$
auuughhh what happened?!!!
LAST-CLICK SOCIAL CONVERSIONS
search content facebook content e-mail $$$$
TRUE STORY
TRUE STORY
$
search pinterest e-mail $$$$
TRUE STORY #2
TRUE STORY #2
$
TRUE STORY #2
$
ADD A PLACE. COMPLETE A PATH.
search pinterest content e-mail $$$$
TRUE STORY #2
$
THIS LOOKS HARD
WORLDBUILDING IS AN ADAPTIVE PROCESS
$
$
THIS LOOKS MESSY
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$
THIS FEELS SAFER
WORLDBUILDING IS LOTS OF LITTLE BETS (ACTUALLY SAFER)
PLACES PATHS MOVEMENT
OPTIMIZE FACILITATE
OBSERVE
IT TAKES YOU FROM THIS
TO THIS
POOT
TRY IT
SMALL, UNMARKED BILLS ONLY
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