Weird, Useful, Significant: Marketing as Worldbuilding
•
76 j'aime•60,351 vues
Marketing isn't storytelling. It's worldbuilding. Every customer, every client writes their own stories, selecting their own points at which to contact you. If you want to successfully build marketing worlds, you need to be weird, useful and significant. Learn how in this presentation, given at Confluence 2015.
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (19)
En vedette
En vedette (20)
Similaire à Weird, Useful, Significant: Marketing as Worldbuilding
Similaire à Weird, Useful, Significant: Marketing as Worldbuilding (20)
Plus de Ian Lurie
Plus de Ian Lurie (20)
Dernier
Dernier (20)
Weird, Useful, Significant: Marketing as Worldbuilding
- 1. Weird, Useful, Significant Marketing as Worldbuilding Ian Lurie @portentint portent.com
- 3. @portentint THIS PRESENTATION WAS IN OKLAHOMA CITY. THEY STOLE OUR BASKETBALL TEAM
- 4. @portentint “Your best friends should be those who wish to drown you” Ray Bradbury JUST A GOOD REMINDER…
- 5. @portentint Nothing but love BECAUSE, WHILE I CAN BE OBNOXIOUS, I’M NOT A JERK. I WANT TO HELP, AND I’M PRETTY EMPHATIC ABOUT IT. DON’T HESITATE TO ASK QUESTIONS. I’M HAPPY TO HELP. HONEST
- 6. My marketing brain: Be afraid.
- 8. 3E6699 @portentint WE ARE NOT TELLING STORIES
- 9. @portentint
- 10. @portentint a b STORIES ARE TOLD FROM POINT A TO B. THEY’RE TOLD ABOUT CHARACTERS
- 11. @portentint Consumers are not (storybook) characters. WE DON’T CONTROL OUR CONSUMERS’ STORIES (IN B2B OR B2C)
- 12. 3E6699 @portentint WE ARE WORLDBUILDING WE’RE CREATING AN ENVIRONMENT WHERE PEOPLE CREATE THEIR OWN STORIES
- 13. @portentint Bu We have something to offer MARKETING IS WORLDBUILDING
- 14. @portentint Bu Know our brand AROUND GOALS
- 15. @portentint Bu Read our stuff AROUND GOALS
- 16. @portentint Bu Buy our car AROUND GOALS
- 17. @portentint Bu Our car is faster Our car is safer Our car is better Buy our car CAMPAIGNS BRING PEOPLE TO GOALS
- 18. @portentint Bu Our car is faster Our car is safer Our car is better Buy our car EACH CAMPAIGN…
- 19. @portentint Significant Useful Weird IS A LITTLE COMMUNITY
- 20. @portentint Significant Useful Weird Fb Stopping distance Tw Fastest car Tw Braking Quora Stopping distance POINTS OF ENTRY WE CREATE MANY ‘POINT As’ – MANY ENTRY POINTS INTO OUR WORLD
- 21. @portentint Significant Useful Blog Stopping distance Webinar Engine types Weird Fb Stopping distance Tw Fastest car Tw Braking Quora Stopping distance POINTS OF ENTRY THEN WE CREATE MANY WAYS CUSTOMERS CAN MOVE FURTHER ALONG THEIR OWN STORYLINE
- 22. @portentint Significant Useful Blog Stopping distance Webinar Engine types Weird Fb Stopping distance Tw Fastest car Tw Braking Quora Stopping distance Defensive design Site speed It works CRITICAL STOPS AND DO OUR BEST TO ENSURE THEY CAN REACH A SATISFYING CONCLUSION
- 23. @portentint Significant Useful Blog Stopping distance Webinar Engine types Weird Fb Stopping distance Tw Fastest car Tw Braking Quora Stopping distance PATHS
- 24. @portentint Significant Useful Blog Stopping distance Webinar Engine types Weird Fb Stopping distance Tw Fastest car Tw Braking Quora Stopping distance PATHS
- 25. @portentint Significant Useful Webinar Engine types Weird Fb Stopping distance Tw Fastest car Tw Braking Quora Stopping distance PATHS
- 26. 3E6699 @portentint MARKETING IS WORLDBUILDING
- 27. INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED WORLDBUILDING COVERS THE WHOLE STACK
- 28. @portentint TIME FOR THE NITTY GRITTY OK, ENOUGH THEORY. HERE ARE A BUNCH OF TIPS AND EXAMPLES THAT WILL HOPEFULLY HELP
- 30. Significant Useful Weird WEIRD IS WHERE THE STORIES START
- 31. @portentint THIS IS THE MOST IMPORTANT PART
- 32. @portentint Useful Weird WEIRD IS ABOUT ENTRY POINTS. IT’S THE VERY FIRST STEP. WITHOUT IT, NOTHING ELSE WORKS.
- 33. @portentint Useful Weird AN ENTRY POINT IS THAT FIRST TIME SOMEONE SEES YOU. USUALLY, THAT’S MICRO- CONTENT OF SOME KIND.
- 34. @portentint Useful Weird AGAIN: IT’S WHERE A PERSON DECIDES TO START A STORY WITH YOU
- 35. @portentint Read ‘We Are All Weird’ by Seth Godin WEIRD DOESN’T HAVE TO MEAN CRAZY OR STRANGE. IT MEANS UNIQUE. WHICH WE ALL ARE, RIGHT?
- 36. IT’S HARD TO STAND OUT FROM THE CROWD. SO DON’T HANG OUT WITH THE CROWD.
- 37. INSTEAD, CHOOSE THE WEIRD. REALLY LIKES WAFFLES IT'S TRUE.
- 38. WEIRD = A NICHE. ANY NICHE. ALLERGIC TO WOOL DUDE. THAT'S PERSONAL. come near me with those shears and I will @#)$!! you up OK. SOMETIMES WEIRD MEANS STRANGE.
- 40. PURE GENIUS IN FINDING THE WEIRD.
- 43. @portentint SEARCH SUGGEST IS A GREAT PLACE TO START
- 44. @portentint Nope
- 45. @portentint Useful Weird SEO 0-60 PPC 0-60 SEO 0-60 times WE’VE GOT OUR FIRST ENTRY POINTS
- 46. 3E6699 @portentint COLLABORATIVE FILTERING SITES LIKE AMAZON SHOW THOSE ‘PEOPLE WHO BOUGHT/LIKED THIS ALSO BOUGHT/LIKED’ – THAT IS A GOLD MINE OF INFORMATION!!!!
- 47. @portentint I SEARCHED FOR ‘CADILLAC ATS’ AND GOT BICYCLE RACKS
- 48. @portentint SO MAYBE ATS DRIVERS LIKE BICYCLES? AND THEY HAVE MONEY, SO MAYBE THEY LIKE EXPENSIVE BICYCLES? ANOTHER ENTRY POINT
- 49. @portentint I COULD WRITE ABOUT, OR TALK ABOUT, OR CO-MARKET WITH, CYCLING COMPANIES
- 52. @portentint LOOK AT CADILLAC FOLLOWERS AND GET TARGETING DATA
- 53. @portentint FACEBOOK TARGETING BUILD AUDIENCES ON FACEBOOK BASED ON COLLABORATIVE FILTERING
- 54. @portentint FACEBOOK TARGETING OR BASED ON ME, YOUR AVERAGE MIDLIFE- CRISIS CADILLAC ATS BUYER
- 55. @portentint Useful Weird SEO 0-60 PPC 0-60 SEO 0-60 times Facebook Cycling Facebook Racks Twitter 0-60 times Facebook Fastest cars Instagram Trials ENTRY POINTS
- 56. @portentint Useful Weird SEO 0-60 PPC 0-60 SEO 0-60 times Facebook Cycling Facebook Racks Twitter 0-60 times Facebook Fastest cars Instagram Trials Facebook Sprains EVEN FOR 40+ MOUNTAIN BIKERS
- 58. @portentint Q&A SITES LIKE QUORA ARE ALSO FANTASTIC ENTRY POINTS. ANSWERING QUESTIONS SHOW UTILITY AND GENERATE INTEREST
- 59. @portentint
- 60. @portentint THIS IS ONE LUCKY BUGGER
- 61. @portentint Find questions with no answers
- 62. @portentint Useful Weird SEO 0-60 PPC 0-60 SEO 0-60 times Facebook Cycling Facebook Racks Twitter 0-60 times Facebook Fastest cars Instagram Trials Quora True Detective Facebook True Detective YEP. MORE ENTRY POINTS. ANSWER THAT TRUE DETECTIVE QUESTION, AND NOT JUST ON QUORA
- 63. @portentint Useful Weird SEO 0-60 PPC 0-60 SEO 0-60 times Facebook Cycling Facebook Racks Twitter 0-60 times Facebook Fastest cars Instagram Trials Quora True Detective Facebook True Detective QUORA SHOWED US THE ENTRY POINT. IT DOESN’T HAVE TO BE THE ONLY ONE
- 64. @portentint SPEAK TO THE WEIRD
- 65. @portentint CREATE THE ENTRY POINTS
- 66. @portentint aka
- 67. @portentint EXECUTE DAMMIT YOU KNOW WHAT TO SAY. NOW YOU HAVE TO ACTUALLY SAY IT.
- 68. Useful Weird SEO 0-60 PPC 0-60 SEO 0-60 times Facebook Cycling Facebook Racks Twitter 0-60 times Facebook Fastest cars Instagram Trials Quora Car safety PRODUCE FOR THESE ENTRY POINTS
- 69. Useful Weird SEO 0-60 PPC 0-60 SEO 0-60 times Facebook Cycling Facebook Racks Twitter 0-60 times Facebook Fastest cars Instagram Trials Quora Car safety TARGET THESE ENTRY POINTS
- 70. Useful Weird SEO 0-60 PPC 0-60 SEO 0-60 times Facebook Cycling Facebook Racks Twitter 0-60 times Facebook Fastest cars Instagram Trials Quora Car safety OPTIMIZE FOR THESE ENTRY POINTS
- 71. Useful Weird SEO 0-60 PPC 0-60 SEO 0-60 times Facebook Cycling Facebook Racks Twitter 0-60 times Facebook Fastest cars Instagram Trials Quora Car safety BUILD FOR THESE ENTRY POINTS
- 72. 3E6699 @portentint BITE-SIZED CHUNKS OF CHAT
- 73. @portentint ANSWER THE QUESTION. EASY ENTRY POINT
- 74. @portentint SEARCH OH, AND LOOK FOR PEOPLE HIJACKING YOUR ENTRY POINTS, LIKE JAQUAR HERE
- 75. @portentint PAID SOCIAL DO SOME DARK POSTING, ETC. AROUND CYCLING. TARGET THE AUDIENCE YOU FOUND
- 76. @portentint PAID SOCIAL CONTENT LIKE THIS IS A GOOD EXAMPLE OF AN ENTRY POINT. MINIMAL PROMOTION, STILL BRANDED, GREAT INFO
- 77. @portentint PAID SOCIAL THIS AD DOESN’T THRILL ME. TOO PROMOTIONAL AS AN ENTRY POINT. IF IT’S RETARGETED, OK
- 78. @portentint OTHER SEARCH (PINTEREST) PINTEREST IS BASICALLY A HUMUNGOUS IMAGE SEARCH ENGINE. GREAT FOR RELEVANT PRODUCTS AND SERVICES
- 79. @portentint MICRO CONTENT (SNAPCHAT) NEVER RULE OUT PRODUCTS LIKE SNAPCHAT. THESE AREN’T JUST TEENAGE TEXT SERVICES
- 80. @portentint EXECUTE DAMMIT OH, AND ALSO…
- 81. @portentint THIS IS AN ENTRY POINT …SOCIAL MEDIA COMMENTS ARE ENTRY POINTS!!!! ANSWER THE #@$! QUESTIONS
- 82. @portentint SO IS THIS WHY LOSE EASY OPPORTUNITIES LIKE THIS?! THE CUSTOMER HAS CREATED THEIR OWN ENTRY POINT!!!
- 83. @portentint Useful Weird SEO 0-60 PPC 0-60 SEO 0-60 times Facebook Cycling Facebook Racks Twitter 0-60 times Facebook Fastest cars Instagram Trials Quora True Detective Facebook True Detective Facebook Comments
- 84. @portentint Useful Weird SEO 0-60 PPC 0-60 SEO 0-60 times Facebook Cycling Facebook Racks Twitter 0-60 times Facebook Fastest cars Instagram Trials Quora True Detective Facebook True Detective Facebook Comments
- 85. @portentint USEFUL: PROVE IT USEFUL IS THE MIDDLE OF THE STORY. AGAIN, WE DON’T CHOOSE T
- 86. Significant Useful Weird NOW, YOU ESTABLISH UTILITY. THAT’S THE NEXT ‘LAYER’ IN THIS PROCESS
- 87. Useful Weird
- 90. @portentint “TOP 10 CARS ON TV: 2015” THIS WOULD BE A NICE STEP 2. TAKE PEOPLE FROM THE WEIRD CONTENT TO THIS
- 91. Weird Facebook True Detective Quora True Detective Post TV cars of 2015 Useful THIS PROVIDES PATHS – IT CONNECTS THE DOTS – FROM WEIRD TO USEFUL TO SIGNIFICANT
- 92. Weird Facebook True Detective Quora True Detective Instagram Blind spot detection Post Blind spot detection Post TV cars of 2015 Useful AND REMEMBER, WE’RE WORLDBUILDING, NOT STORYTELLING. CREATE THE ENTRY POINTS…
- 93. Weird Facebook True Detective Instagram Blind spot detection Post Blind spot detection Post TV cars of 2015 Useful …AND THAT NEXT LAYER, AND LET PEOPLE DEFINE THEIR OWN STORIES
- 98. 3E6699 @portentint BLOG POSTS? SURE.
- 99. @portentint TOOLS OCCASIONA SELF PROMOTION BUT ‘USEFUL’ DOESN’T JUST MEAN ‘BLOG POSTS.’ GREAT FREE OFFERS LIKE THIS CAN WORK. MOMAGENDA DOESN’T EVEN REQUIRE AN E-MAIL ADDRESS. BUT THIS IS SURE USEFUL
- 100. TOOLS OCCASIONA SELF PROMOTION TOOLS WORK
- 101. TOOLS OCCASIONA SELF PROMOTIONGREAT CONTENT LIKE THIS PIECE FROM SEER WORKS, TOO
- 102. BUT USEFUL CAN ALSO MEAN GREAT PRODUCT DESCRIPTIONS, A WONDERFUL HOTEL BOOKING SEARCH TOOL, ANYTHING. IT’S NOT ‘CONTENT MARKETING’ (WHATEVER THAT IS)
- 103. @portentint MAKE IT VISIBLE IF NO ONE CAN FIND YOU, YOU’RE NOT USEFUL
- 104. TO SEARCH ENGINES
- 107. 3E6699 @portentint TECHNICAL SEO YOU DON’T NEED A CHECKLIST. IF WHAT YOU’RE DOING FEELS LIKE THIS, IT’S BAD FOR SEO
- 108. TO SOCIAL PLATFORMS
- 111. @portentint OFF-SITE YOU CAN BE USEFUL OFF-SITE, TOO
- 113. @portentint Free e-books on Kindle
- 116. @portentint
- 118. NO ONE IS BORING
- 119. @portentint
- 122. BE CONSISTENT DON’T PROMISE ME CHOCOLATE CHIP AND GIVE ME OATMEAL RAISIN
- 123. Significant Useful Weird SIGNIFICANT IS ABOUT KEEPING YOUR PROMISE & PROVIDING A GOOD EXPERIENCE
- 125. @portentint HOW DO I SHARE THIS PAGE? I HAVE NO IDEA
- 127. @portentint NOT EXACTLY EASY TO FIND, IS IT?
- 128. @portentint USABILITY MATTERS 5 1 NICE! #1 RANKING!!!
- 130. @portentint omg what do i do?!!!
- 131. @portentint CONVERSATION-BUILDING MUCH EASIER. THIS KEEPS THE PROMISE THAT I CAN GET WHAT I WANT
- 132. @portentint SITE SPEED SITE SPEED IS AN EASY WAY TO ESTABLISH SIGNIFICANCE BY PROVIDING A GOOD EXPERIENCE
- 133. @portentint LOOK AT THE INCREASE IN PAGE VALUE AS YOUR SITE SPEEDS UP
- 135. @portentint LIKE BASIC TYPOGRAPHY. THIS SPACING KILLS ME. FOR LESS OBSESSIVE PEOPLE, IT’S A SUBTLE, AMBIENT THING THAT ERODES TRUST & THE EXPERIENCE
- 136. @portentint DOESN’T THAT FEEL BETTER?
- 137. @portentint AND A SMALL INCREASE IN LINE SPACING…
- 139. @portentint THE RESULT LOOKS A LOT BETTER THAN THIS. FLIP BACK AND FORTH BETWEEN THIS AND THE PREVIOUS SLIDE TO COMPARE
- 140. @portentint EASY TO TAKE ACTION SOUNDS SILLY, BUT A CLEAR, EASY CALL TO ACTION IS SIGNIFICANT
- 141. @portentint I LOVE THIS ETSY PAGE. SO EASY TO FIGURE OUT WHAT’S NEXT. THAT’S SIGNIFICANCE
- 142. @portentint DON’T LEAVE IT ALL TO CHANCE DON’T LEAVE A PERSON’S PROGRESSION THROUGH YOUR WORLD TO CHANCE
- 144. @portentint RETARGETING USE RETARGETING TO REMIND THEM THEY HAVE ACCESS TO YOU AND YOUR WORLD
- 145. Significant Useful Blog Stopping distance Webinar Engine types Weird Fb Stopping distance Tw Fastest car Tw Braking Quora Stopping distance Retargeting RETARGETING CAN BRING PEOPLE BACK TO ENTRY POINTS WHEN THEY FORGET ABOUT YOU, OR GET DISTRACTED. DON’T BE RUDE. JUST PROVIDE A GENTLE REMINDER
- 146. @portentint BRIBERY WHEN MAINTAINING CONNECTIONS, THERE’S NOTHING WRONG WITH A LITTLE BRIBERY, LIKE A FREEBIE, A SPECIAL OFFER OR SOME EASY INFORMATION
- 147. 3E6699 @portentint THIS IS WHERE IT GETS MESSY OK. LOTS OF TIPS IN HERE. BUT IT’S NOT ABOUT THE TIPS. IT’S ABOUT THE MESSY STUFF
- 148. @portentint IT’S NOT STORYTELLING JUST REMEMBER, MARKETING ISN’T STORY TELLING. THUS, MESSY
- 149. @portentint IT’S NOT STORYTELLING STORYTELLING IS SOMETHING THE CUSTOMERS DO.
- 150. @portentint IT’S WORLDBUILDING AS MARKETERS, WE BUILD THE WORLDS IN WHICH CUSTOMERS CREATE THEIR OWN STORIES
- 151. @portentint Bu Our car is faster Our car is safer Our car is better Buy our car CAMPAIGNS OVERLAP
- 152. Significant Useful Blog Stopping distance Webinar Engine types Weird Fb Stopping distance Tw Fastest car Tw Braking Quora Stopping distance Defensive design Site speed It works Retargeting PEOPLE BOUNCE AROUND
- 153. @portentint OH, AND YOU RARELY GET TO DO REAL WORLDBUILDING. THAT’S OK
- 154. @portentint SET YOURSELF UP TO BE LUCKY THE POINT IS TO POSITION YOURSELF SO THAT WHEN THE OPPORTUNITY ARISES, YOU’RE GOOD TO GO…
- 155. @portentint SET YOURSELF UP TO BE LUCKY …AND TO ADVOCATE, DIPLOMATICALLY, FOR A WORLDBUILDING APPROACH
- 156. INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED THE WHOLE STACK TO DO THAT, ALWAYS BE AWARE OF THE WHOLE STACK. YOU’RE WORKING IN YOUR INDIVIDUAL DISCIPLINE…
- 157. INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED THE WHOLE STACK …BUT YOU CAN BE AWARE OF WHAT OTHERS ARE DOING IN THEIRS…
- 158. 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
- 160. 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
- 161. @portentint DON’T QUIT THIS AND KEEP AT IT!
- 162. 3E6699 @portentint @PORTENTINT www.portent.com COMMENCE HECKLING Slides at http://portent.co/mkt-worlds