Weird, Useful, Significant: Marketing as Worldbuilding

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Weird, Useful, Significant Marketing as Worldbuilding Ian Lurie @portentint portent.com 3E6699 @portentint Slides at http://portent.co/mkt-worlds @portentint THIS PRESENTATION WAS IN OKLAHOMA CITY. THEY STOLE OUR BASKETBALL TEAM @portentint Your best friends should be those who wish to drown you Ray Bradbury JUST A GOOD REMINDER @portentint Nothing but love BECAUSE, WHILE I CAN BE OBNOXIOUS, IM NOT A JERK. I WANT TO HELP, AND IM PRETTY EMPHATIC ABOUT IT. DONT HESITATE TO ASK QUESTIONS. IM HAPPY TO HELP. HONEST My marketing brain: Be afraid. 3E6699 @portentint Storytelling? 3E6699 @portentint WE ARE NOT TELLING STORIES @portentint @portentint a b STORIES ARE TOLD FROM POINT A TO B. THEYRE TOLD ABOUT CHARACTERS @portentint Consumers are not (storybook) characters. WE DONT CONTROL OUR CONSUMERS STORIES (IN B2B OR B2C) 3E6699 @portentint WE ARE WORLDBUILDING WERE CREATING AN ENVIRONMENT WHERE PEOPLE CREATE THEIR OWN STORIES @portentint BuWe have something to offerMARKETING IS WORLDBUILDING @portentint BuKnow our brandAROUND GOALS @portentint BuRead our stuffAROUND GOALS @portentint BuBuy our carAROUND GOALS @portentint BuOur car is fasterOur car is saferOur car is betterBuy our carCAMPAIGNS BRING PEOPLE TO GOALS @portentint BuOur car is fasterOur car is saferOur car is betterBuy our carEACH CAMPAIGN @portentint SignificantUsefulWeirdIS A LITTLE COMMUNITY @portentint SignificantUsefulWeirdFb Stopping distanceTw Fastest carTw BrakingQuora Stopping distancePOINTS OF ENTRY WE CREATE MANY POINT As MANY ENTRY POINTS INTO OUR WORLD @portentint SignificantUsefulBlog Stopping distanceWebinar Engine typesWeirdFb Stopping distanceTw Fastest carTw BrakingQuora Stopping distancePOINTS OF ENTRY THEN WE CREATE MANY WAYS CUSTOMERS CAN MOVE FURTHER ALONG THEIR OWN STORYLINE @portentint SignificantUsefulBlog Stopping distanceWebinar Engine typesWeirdFb Stopping distanceTw Fastest carTw BrakingQuora Stopping distanceDefensive designSite speedIt worksCRITICAL STOPS AND DO OUR BEST TO ENSURE THEY CAN REACH A SATISFYING CONCLUSION @portentint SignificantUsefulBlog Stopping distanceWebinar Engine typesWeirdFb Stopping distanceTw Fastest carTw BrakingQuora Stopping distancePATHS @portentint SignificantUsefulBlog Stopping distanceWebinar Engine typesWeirdFb Stopping distanceTw Fastest carTw BrakingQuora Stopping distancePATHS @portentint SignificantUsefulWebinar Engine typesWeirdFb Stopping distanceTw Fastest carTw BrakingQuora Stopping distancePATHS 3E6699 @portentint MARKETING IS WORLDBUILDING INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED WORLDBUILDING COVERS THE WHOLE STACK @portentint TIME FOR THE NITTY GRITTY OK, ENOUGH THEORY. HERE ARE A BUNCH OF TIPS AND EXAMPLES THAT WILL HOPEFULLY HELP @portentint WEIRD SignificantUsefulWeirdWEIRD IS WHERE THE STORIES START @portentint THIS IS THE MOST IMPORTANT PART @portentint UsefulWeirdWEIRD IS ABOUT ENTRY POINTS. ITS THE VERY FIRST STEP. WITHOUT IT, NOTHING ELSE WORKS. @portentint UsefulWeirdAN ENTRY POINT IS THAT FIRST TIME SOMEONE SEES YOU. USUALLY, THATS MICRO-CONTENT OF SOME KIND. @portentint UsefulWeirdAGAIN: ITS WHERE A PERSON DECIDES TO START A STORY WITH YOU @portentint Read We Are All Weird by Seth Godin WEIRD DOESNT HAVE TO MEAN CRAZY OR STRANGE. IT MEANS UNIQUE. WHICH WE ALL ARE, RIGHT? ITS HARD TO STAND OUT FROM THE CROWD. SO DONT HANG OUT WITH THE CROWD. INSTEAD, CHOOSE THE WEIRD. REALLY LIKES WAFFLES IT'S TRUE.WEIRD = A NICHE. ANY NICHE. ALLERGIC TO WOOL DUDE. THAT'S PERSONAL.come near me with those shears and I will @#)$!! you upOK. SOMETIMES WEIRD MEANS STRANGE. @portentint LIKE MUSIC CANT DANCE GANGNAM STYLE PURE GENIUS IN FINDING THE WEIRD. @portentint FIND THE WEIRD 3E6699 @portentint SEARCH @portentint SEARCH SUGGEST IS A GREAT PLACE TO START @portentint Nope @portentint UsefulWeirdSEO 0-60PPC 0-60SEO 0-60 timesWEVE GOT OUR FIRST ENTRY POINTS 3E6699 @portentint COLLABORATIVE FILTERING SITES LIKE AMAZON SHOW THOSE PEOPLE WHO BOUGHT/LIKED THIS ALSO BOUGHT/LIKED THAT IS A GOLD MINE OF INFORMATION!!!! @portentint I SEARCHED FOR CADILLAC ATS AND GOT BICYCLE RACKS @portentint SO MAYBE ATS DRIVERS LIKE BICYCLES? AND THEY HAVE MONEY, SO MAYBE THEY LIKE EXPENSIVE BICYCLES? ANOTHER ENTRY POINT @portentint I COULD WRITE ABOUT, OR TALK ABOUT, OR CO-MARKET WITH, CYCLING COMPANIES 3E6699 @portentint SOCIAL MEDIA @portentint FOLLOWERWONK ANALYZE FOLLOWERS @portentint LOOK AT CADILLAC FOLLOWERS AND GET TARGETING DATA @portentint FACEBOOK TARGETING BUILD AUDIENCES ON FACEBOOK BASED ON COLLABORATIVE FILTERING @portentint FACEBOOK TARGETING OR BASED ON ME, YOUR AVERAGE MIDLIFE-CRISIS CADILLAC ATS BUYER @portentint UsefulWeirdSEO 0-60PPC 0-60SEO 0-60 timesFacebook CyclingFacebook RacksTwitter 0-60 timesFacebook Fastest carsInstagram TrialsENTRY POINTS @portentint UsefulWeirdSEO 0-60PPC 0-60SEO 0-60 timesFacebook CyclingFacebook RacksTwitter 0-60 timesFacebook Fastest carsInstagram TrialsFacebook SprainsEVEN FOR 40+ MOUNTAIN BIKERS 3E6699 @portentint Q&A @portentint Q&A SITES LIKE QUORA ARE ALSO FANTASTIC ENTRY POINTS. ANSWERING QUESTIONS SHOW UTILITY AND GENERATE INTEREST @portentint @portentint THIS IS ONE LUCKY BUGGER @portentint Find questions with no answers @portentint UsefulWeirdSEO 0-60PPC 0-60SEO 0-60 timesFacebook CyclingFacebook RacksTwitter 0-60 timesFacebook Fastest carsInstagram TrialsQuora True DetectiveFacebook True DetectiveYEP. MORE ENTRY POINTS. ANSWER THAT TRUE DETECTIVE QUESTION, AND NOT JUST ON QUORA @portentint UsefulWeirdSEO 0-60PPC 0-60SEO 0-60 timesFacebook CyclingFacebook RacksTwitter 0-60 timesFacebook Fastest carsInstagram TrialsQuora True DetectiveFacebook True DetectiveQUORA SHOWED US THE ENTRY POINT. IT DOESNT HAVE TO BE THE ONLY ONE @portentint SPEAK TO THE WEIRD @portentint CREATE THE ENTRY POINTS @portentint aka @portentint EXECUTE DAMMIT YOU KNOW WHAT TO SAY. NOW YOU HAVE TO ACTUALLY SAY IT. UsefulWeirdSEO 0-60PPC 0-60SEO 0-60 timesFacebook CyclingFacebook RacksTwitter 0-60 timesFacebook Fastest carsInstagram TrialsQuora Car safetyPRODUCE FOR THESE ENTRY POINTS UsefulWeirdSEO 0-60PPC 0-60SEO 0-60 timesFacebook CyclingFacebook RacksTwitter 0-60 timesFacebook Fastest carsInstagram TrialsQuora Car safetyTARGET THESE ENTRY POINTS UsefulWeirdSEO 0-60PPC 0-60SEO 0-60 timesFacebook CyclingFacebook RacksTwitter 0-60 timesFacebook Fastest carsInstagram TrialsQuora Car safetyOPTIMIZE FOR THESE ENTRY POINTS UsefulWeirdSEO 0-60PPC 0-60SEO 0-60 timesFacebook CyclingFacebook RacksTwitter 0-60 timesFacebook Fastest carsInstagram TrialsQuora Car safetyBUILD FOR THESE ENTRY POINTS 3E6699 @portentint BITE-SIZED CHUNKS OF CHAT @portentint ANSWER THE QUESTION. EASY ENTRY POINT @portentint SEARCH OH, AND LOOK FOR PEOPLE HIJACKING YOUR ENTRY POINTS, LIKE JAQUAR HERE @portentint PAID SOCIAL DO SOME DARK POSTING, ETC. AROUND CYCLING. TARGET THE AUDIENCE YOU FOUND @portentint PAID SOCIAL CONTENT LIKE THIS IS A GOOD EXAMPLE OF AN ENTRY POINT. MINIMAL PROMOTION, STILL BRANDED, GREAT INFO @portentint PAID SOCIAL THIS AD DOESNT THRILL ME. TOO PROMOTIONAL AS AN ENTRY POINT. IF ITS RETARGETED, OK @portentint OTHER SEARCH (PINTEREST) PINTEREST IS BASICALLY A HUMUNGOUS IMAGE SEARCH ENGINE. GREAT FOR RELEVANT PRODUCTS AND SERVICES @portentint MICRO CONTENT (SNAPCHAT) NEVER RULE OUT PRODUCTS LIKE SNAPCHAT. THESE ARENT JUST TEENAGE TEXT SERVICES @portentint EXECUTE DAMMIT OH, AND ALSO @portentint THIS IS AN ENTRY POINT SOCIAL MEDIA COMMENTS ARE ENTRY POINTS!!!! ANSWER THE #@$! QUESTIONS @portentint SO IS THIS WHY LOSE EASY OPPORTUNITIES LIKE THIS?! THE CUSTOMER HAS CREATED THEIR OWN ENTRY POINT!!! @portentint UsefulWeirdSEO 0-60PPC 0-60SEO 0-60 timesFacebook CyclingFacebook RacksTwitter 0-60 timesFacebook Fastest carsInstagram TrialsQuora True DetectiveFacebook True DetectiveFacebook Comments@portentint UsefulWeirdSEO 0-60PPC 0-60SEO 0-60 timesFacebook CyclingFacebook RacksTwitter 0-60 timesFacebook Fastest carsInstagram TrialsQuora True DetectiveFacebook True DetectiveFacebook Comments@portentint USEFUL: PROVE IT USEFUL IS THE MIDDLE OF THE STORY. AGAIN, WE DONT CHOOSE T SignificantUsefulWeirdNOW, YOU ESTABLISH UTILITY. THATS THE NEXT LAYER IN THIS PROCESS UsefulWeird@portentint Remember this? @portentint CONNECT THE DOTS @portentint TOP 10 CARS ON TV: 2015 THIS WOULD BE A NICE STEP 2. TAKE PEOPLE FROM THE WEIRD CONTENT TO THIS WeirdFacebook True DetectiveQuora True DetectivePost TV cars of 2015UsefulTHIS PROVIDES PATHS IT CONNECTS THE DOTS FROM WEIRD TO USEFUL TO SIGNIFICANT WeirdFacebook True DetectiveQuora True DetectiveInstagram Blind spot detectionPost Blind spot detectionPost TV cars of 2015UsefulAND REMEMBER, WERE WORLDBUILDING, NOT STORYTELLING. CREATE THE ENTRY POINTS WeirdFacebook True DetectiveInstagram Blind spot detectionPost Blind spot detectionPost TV cars of 2015UsefulAND THAT NEXT LAYER, AND LET PEOPLE DEFINE THEIR OWN STORIES @portentint ian wtf?!!!WeirdUsefulJUST REMEMBER WeirdUsefulCONNECT THE DOTS. @portentint ON-SITE 3E6699 @portentint BLOG POSTS? SURE. @portentint TOOLS OCCASIONA SELF PROMOTION BUT USEFUL DOESNT JUST MEAN BLOG POSTS. GREAT FREE OFFERS LIKE THIS CAN WORK. MOMAGENDA DOESNT EVEN REQUIRE AN E-MAIL ADDRESS. BUT THIS IS SURE USEFUL TOOLS OCCASIONA SELF PROMOTION TOOLS WORK TOOLS OCCASIONA SELF PROMOTION GREAT CONTENT LIKE THIS PIECE FROM SEER WORKS, TOO BUT USEFUL CAN ALSO MEAN GREAT PRODUCT DESCRIPTIONS, A WONDERFUL HOTEL BOOKING SEARCH TOOL, ANYTHING. ITS NOT CONTENT MARKETING (WHATEVER THAT IS) @portentint MAKE IT VISIBLE IF NO ONE CAN FIND YOU, YOURE NOT USEFUL TO SEARCH ENGINES 3E6699 @portentint EVERYTHING 3E6699 @portentint TECHNICAL SEO 3E6699 @portentint TECHNICAL SEO YOU DONT NEED A CHECKLIST. IF WHAT YOURE DOING FEELS LIKE THIS, ITS BAD FOR SEO TO SOCIAL PLATFORMS @portentint OPEN GRAPH PROTOCOL @portentint TWITTER CARDS @portentint OFF-SITE YOU CAN BE USEFUL OFF-SITE, TOO @portentint SLIDESHARE.NET @portentint Free e-books on Kindle @portentint 26,000+ people get auto-notifications. @portentint TRANSACTIONAL @portentint @portentint ENTERTAINING NO ONE IS BORING @portentint @portentint EXECUTE DAMMIT @portentint SIGNIFICANT: KEEP YOUR PROMISE BE CONSISTENT DONT PROMISE ME CHOCOLATE CHIP AND GIVE ME OATMEAL RAISIN SignificantUsefulWeirdSIGNIFICANT IS ABOUT KEEPING YOUR PROMISE & PROVIDING A GOOD EXPERIENCE @portentint SHAREABILITY @portentint HOW DO I SHARE THIS PAGE? I HAVE NO IDEA @portentint EASY TO FOLLOW @portentint NOT EXACTLY EASY TO FIND, IS IT? @portentint USABILITY MATTERS 5 1 NICE! #1 RANKING!!! @portentint USABILITY MATTERS WTF?!!! @portentint omg what do i do?!!!@portentint CONVERSATION-BUILDING MUCH EASIER. THIS KEEPS THE PROMISE THAT I CAN GET WHAT I WANT @portentint SITE SPEED SITE SPEED IS AN EASY WAY TO ESTABLISH SIGNIFICANCE BY PROVIDING A GOOD EXPERIENCE @portentint LOOK AT THE INCREASE IN PAGE VALUE AS YOUR SITE SPEEDS UP @portentint POLISH THE LITTLE THINGS @portentint LIKE BASIC TYPOGRAPHY. THIS SPACING KILLS ME. FOR LESS OBSESSIVE PEOPLE, ITS A SUBTLE, AMBIENT THING THAT ERODES TRUST & THE EXPERIENCE @portentint DOESNT THAT FEEL BETTER? @portentint AND A SMALL INCREASE IN LINE SPACING @portentint AND TIGHTER SPACING BETWEEN BULLETS @portentint THE RESULT LOOKS A LOT BETTER THAN THIS. FLIP BACK AND FORTH BETWEEN THIS AND THE PREVIOUS SLIDE TO COMPARE @portentint EASY TO TAKE ACTION SOUNDS SILLY, BUT A CLEAR, EASY CALL TO ACTION IS SIGNIFICANT @portentint I LOVE THIS ETSY PAGE. SO EASY TO FIGURE OUT WHATS NEXT. THATS SIGNIFICANCE @portentint DONT LEAVE IT ALL TO CHANCE DONT LEAVE A PERSONS PROGRESSION THROUGH YOUR WORLD TO CHANCE @portentint MAINTAIN CONNECTIONS @portentint RETARGETING USE RETARGETING TO REMIND THEM THEY HAVE ACCESS TO YOU AND YOUR WORLD SignificantUsefulBlog Stopping distanceWebinar Engine typesWeirdFb Stopping distanceTw Fastest carTw BrakingQuora Stopping distanceRetargetingRETARGETING CAN BRING PEOPLE BACK TO ENTRY POINTS WHEN THEY FORGET ABOUT YOU, OR GET DISTRACTED. DONT BE RUDE. JUST PROVIDE A GENTLE REMINDER @portentint BRIBERY WHEN MAINTAINING CONNECTIONS, THERES NOTHING WRONG WITH A LITTLE BRIBERY, LIKE A FREEBIE, A SPECIAL OFFER OR SOME EASY INFORMATION 3E6699 @portentint THIS IS WHERE IT GETS MESSY OK. LOTS OF TIPS IN HERE. BUT ITS NOT ABOUT THE TIPS. ITS ABOUT THE MESSY STUFF @portentint ITS NOT STORYTELLING JUST REMEMBER, MARKETING ISNT STORY TELLING. THUS, MESSY @portentint ITS NOT STORYTELLING STORYTELLING IS SOMETHING THE CUSTOMERS DO. @portentint ITS WORLDBUILDING AS MARKETERS, WE BUILD THE WORLDS IN WHICH CUSTOMERS CREATE THEIR OWN STORIES @portentint BuOur car is fasterOur car is saferOur car is betterBuy our carCAMPAIGNS OVERLAP SignificantUsefulBlog Stopping distanceWebinar Engine typesWeirdFb Stopping distanceTw Fastest carTw BrakingQuora Stopping distanceDefensive designSite speedIt worksRetargetingPEOPLE BOUNCE AROUND @portentint OH, AND YOU RARELY GET TO DO REAL WORLDBUILDING. THATS OK @portentint SET YOURSELF UP TO BE LUCKY THE POINT IS TO POSITION YOURSELF SO THAT WHEN THE OPPORTUNITY ARISES, YOURE GOOD TO GO @portentint SET YOURSELF UP TO BE LUCKY AND TO ADVOCATE, DIPLOMATICALLY, FOR A WORLDBUILDING APPROACH INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED THE WHOLE STACK TO DO THAT, ALWAYS BE AWARE OF THE WHOLE STACK. YOURE WORKING IN YOUR INDIVIDUAL DISCIPLINE INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED THE WHOLE STACK BUT YOU CAN BE AWARE OF WHAT OTHERS ARE DOING IN THEIRS 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 SignificantUsefulWeirdWHICH CREATES THAT MARKETING WORLD 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 @portentint DONT QUIT THIS AND KEEP AT IT! 3E6699 @portentint @PORTENTINT www.portent.com COMMENCE HECKLING Slides at http://portent.co/mkt-worlds