story time's over: marketers are now worldbuilders

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STORY TIME’S OVER MARKETERS ARE NOW WORLDBUILDERS

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Page 1: Story time's over: Marketers are now worldbuilders

STORY TIME’S OVER MARKETERS ARE NOW WORLDBUILDERS

Page 2: Story time's over: Marketers are now worldbuilders
Page 3: Story time's over: Marketers are now worldbuilders
Page 4: Story time's over: Marketers are now worldbuilders

THE GLORIOUS AGE OF MASS-PRODUCED STORYTELLING those were some good

times

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Page 7: Story time's over: Marketers are now worldbuilders

THE GLORIOUS AGE OF MASS-PRODUCED STORYTELLING

Page 8: Story time's over: Marketers are now worldbuilders

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.

Page 9: Story time's over: Marketers are now worldbuilders

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.

Page 10: Story time's over: Marketers are now worldbuilders

STORYTELLING

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STORY ARC, TOP VIEW

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STORY ARC, TOP VIEW

Page 13: Story time's over: Marketers are now worldbuilders

uh-oh

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BE HONEST

Page 15: Story time's over: Marketers are now worldbuilders

WE NO LONGER CONTROL THE WHEN, THE WHERE (OR MAYBE THE WHAT)

Page 16: Story time's over: Marketers are now worldbuilders

auuughhh! we no longer

tell the story!!!!!

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SILLINESS RESULTS

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Page 19: Story time's over: Marketers are now worldbuilders
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CONVERSION

WE GO TRANSACTIONAL

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Cool social icons from Azmid http://portent.co/1Sxb6EP

$

TRANSACTIONS

Page 23: Story time's over: Marketers are now worldbuilders

Cool social icons from Azmid http://portent.co/1Sxb6EP

$

PEOPLE READY TO BUY YOUR PRODUCT, RIGHT NOW

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Cool social icons from Azmid http://portent.co/1Sxb6EP THE UNIVERSE PROBLEM

PEOPLE SEEKING YOUR PRODUCT, RIGHT NOW $

UNIVERSE PROBLEM

Page 25: Story time's over: Marketers are now worldbuilders
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PEOPLE WHO WANT A CRUISE

$

Page 27: Story time's over: Marketers are now worldbuilders

PEOPLE WHO WANT TO $#@!

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BEHOLD

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$

Page 30: Story time's over: Marketers are now worldbuilders
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PLACES = THE MAP PATHS + PLACES = THE WORLD MOVEMENT CREATES STORIES

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PLACES PATHS MOVEMENT

OPTIMIZE FACILITATE

OBSERVE

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$

TRANSACTIONAL WORLDBUILDING

Page 34: Story time's over: Marketers are now worldbuilders

PLACES PATHS MOVEMENT

OPTIMIZE FACILITATE

OBSERVE

Page 35: Story time's over: Marketers are now worldbuilders

$

PLACES

Page 36: Story time's over: Marketers are now worldbuilders

EVERYTHING’S A PLACE

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$

DESTINATION

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DESTINATION

Page 39: Story time's over: Marketers are now worldbuilders

DESTINATION

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DESTINATION

Page 41: Story time's over: Marketers are now worldbuilders

$

PLACES

Page 42: Story time's over: Marketers are now worldbuilders

“WE HELP FIND THE BEST DEAL EVERYWHERE”

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“WE HAVE INFORMATION”

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Cool social icons from Azmid http://portent.co/1Sxb6EP “WE’RE GOING GREEN”

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“HERE’S MORE”

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YES, TRANSACTIONAL

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$

COOPERATIVE

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RETARGETING

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RETARGETING

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$

AUDIENCE-CREATED

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THE AUDIENCE CREATES PLACES

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THE AUDIENCE CREATES PLACES

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THE AUDIENCE CREATES PLACES

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$

ALGORITHM CREATED

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AUDIENCE

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DENIM ≠ JEANS

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$

PEOPLE READY TO BUY, RIGHT NOW, FROM YOU

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$

PEOPLE WITH RELEVANT QUESTIONS

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QUESTIONS

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ANSWERTHEPUBLIC.COM

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“WE ARE OPEN ON SUNDAYS”

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QUORA

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SEARCH SUGGEST

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SEARCH SUGGEST

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SEARCH SUGGEST

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$

PEOPLE READY TO BUY, RIGHT NOW, FROM YOU

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$

PEOPLE READY TO BUY RELATED PRODUCTS

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COLLABORATIVE FILTERING

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COLLABORATIVE FILTERING

CREATE/GO TO THESE PLACES

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ANSWERTHEPUBLIC.COM COLLABORATIVE FILTERING

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SOCIAL ADVERTISING

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$ $

PUBLISH WHERE THE CUSTOMERS ARE

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oohhmmmm

NOTHING IS BORING

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THERE IS NO BORING

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THERE IS NO BORING

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ENSURE KICK-ASS PLACES

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$

PEOPLE

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$

PEOPLE WHO TOLERATE LOUSY UX

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DO THE LITTLE THINGS PROVIDE A GREAT PLACE

DON’T GIVE ME THIS

Page 83: Story time's over: Marketers are now worldbuilders

CREDIT: ZEKE MILLER, TIME REPORTER

Page 84: Story time's over: Marketers are now worldbuilders

CREDIT: ZEKE MILLER, TIME REPORTER

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THAT FEELS LIKE THIS

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AND ENDS LIKE THIS

$ $ $ $

Page 87: Story time's over: Marketers are now worldbuilders

GIVE ME THIS

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GRAMMARLY

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GRAMMARLY

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HEMINGWAYAPP.COM

Page 91: Story time's over: Marketers are now worldbuilders

HEMINGWAYAPP.COM

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SPEED THINGS UP

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700kb png 64kb jpg

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24kb jpg

PNG for less photo-ish

4kb png

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1.1 megabytes

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227kb

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IMAGEOPTIM/CAESIUM

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lazy loading

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AVOID CRAPPY STOCK PHOTOS

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Showing up everywhere

AVOID CRAPPY STOCK PHOTOS

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Showing up everywhere

AVOID CRAPPY STOCK PHOTOS

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Lack of brand safe

AVOID CRAPPY STOCK PHOTOS

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Pexels.com Unsplash.com

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oohhmmmm

YOU STILL CONTROL YOUR BRAND

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PRESENCE = BEING AT A PLACE

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YOUR PRESENCE DICTATES YOUR BRAND

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NON-BRAND

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GOOD PRESENCE = GREAT BRAND

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Cool social icons from Azmid http://portent.co/1Sxb6EP JUST BAD

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Cool social icons from Azmid http://portent.co/1Sxb6EP JUST BAD

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COMMENTS

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Cool social icons from Azmid http://portent.co/1Sxb6EP

$

PEOPLE SHOPPING FOR MARKETING BOOKS

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Cool social icons from Azmid http://portent.co/1Sxb6EP

$

MARKETING NERDS

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BAD TARGETING = BAD BRAND (article by Slate)

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BAD TARGETING = BAD BRAND

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GOOD PRESENCE = GREAT BRAND

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oohhmmmm

IT’S ADAPTIVE

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PLACES PATHS MOVEMENT

OPTIMIZE FACILITATE

OBSERVE

Page 121: Story time's over: Marketers are now worldbuilders

PATHS ARE VERBS

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$

THE AUDIENCE MOVES FROM PLACE TO PLACE

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$

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$

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$

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$

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$

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$

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$

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$

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oohhmmmm

IT’S NOT (TOTAL) CHAOS

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SO STOP IT. FACILITATING PATHS

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FULLY DESCRIBE

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ONE TWEAK

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AWESOME

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MISSED OPPORTUNITIES

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DEFENSIVE DESIGN

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CONVERSION

NO RAILROADING

you will go this way and you

will like it!!!

Page 141: Story time's over: Marketers are now worldbuilders

RAILROADING

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NEVER TRY TO OWN A HASHTAG

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CHAOS RESULTS

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CHAOS RESULTS

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Cool social icons from Azmid http://portent.co/1Sxb6EP

$

PEOPLE ANNOYED WITH QANTAS STRIKE

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Cool social icons from Azmid http://portent.co/1Sxb6EP

$

EVERYONE WHO’S HEARD OF QANTAS

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oohhmmmm

YOU CAN TRACK AND OBSERVE

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PLACES PATHS MOVEMENT

OPTIMIZE FACILITATE

OBSERVE

Page 150: Story time's over: Marketers are now worldbuilders

CONVERSIONS & MICROCONVERSIONS

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MICRO CONVERSION: SCROLL PAST 50%

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MICRO-CONVERSION = MOVEMENT

$

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MICRO CONVERSION: E-MAIL SUBSCRIPTION

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MOVEMENT

$

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TRANSACTION

$

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GOOGLE ANALYTICS TOP CONVERSION PATHS

TOP CONVERSION PATH STARTS W/ ORGANIC, ENDS WITH DIRECT.

3-STEP PATH

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TRUE STORY

$

Page 159: Story time's over: Marketers are now worldbuilders

search content facebook content e-mail $$$$

TRUE STORY

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Turn off paid social. there’s no

ROI

TRUE STORY

Page 161: Story time's over: Marketers are now worldbuilders

Cool social icons from Azmid http://portent.co/1Sxb6EP

$

auuughhh what happened?!!!

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LAST-CLICK SOCIAL CONVERSIONS

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search content facebook content e-mail $$$$

TRUE STORY

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TRUE STORY

$

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search pinterest e-mail $$$$

TRUE STORY #2

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TRUE STORY #2

$

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TRUE STORY #2

$

ADD A PLACE. COMPLETE A PATH.

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search pinterest content e-mail $$$$

TRUE STORY #2

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$

THIS LOOKS HARD

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WORLDBUILDING IS AN ADAPTIVE PROCESS

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$

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$

THIS LOOKS MESSY

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Cool social icons from Azmid http://portent.co/1Sxb6EP

$

THIS FEELS SAFER

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WORLDBUILDING IS LOTS OF LITTLE BETS (ACTUALLY SAFER)

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PLACES PATHS MOVEMENT

OPTIMIZE FACILITATE

OBSERVE

Page 177: Story time's over: Marketers are now worldbuilders

IT TAKES YOU FROM THIS

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TO THIS

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POOT

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TRY IT

Page 181: Story time's over: Marketers are now worldbuilders

SMALL, UNMARKED BILLS ONLY

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