story time's over: marketers are now worldbuilders

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STORY TIME’S OVER MARKETERS ARE NOW WORLDBUILDERS

Author: ian-lurie

Post on 15-Apr-2017

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  • STORY TIMES 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. Theyre the best running shoes youll find. We have pink running shoes, brown running shoes and running shoes that help you run. Theyre 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 theyre 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

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

    $

    TRANSACTIONS

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

    $

    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

  • EVERYTHINGS 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 WERE GOING GREEN

  • HERES 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

    DONT 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

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

    $

    PEOPLE SHOPPING FOR MARKETING BOOKS

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

    $

    MARKETING NERDS

  • BAD TARGETING = BAD BRAND (article by Slate)

  • BAD TARGETING = BAD BRAND

  • GOOD PRESENCE = GREAT BRAND

  • oohhmmmm

    ITS ADAPTIVE

  • PLACES PATHS MOVEMENT

    OPTIMIZE FACILITATE

    OBSERVE

  • PATHS ARE VERBS

  • $

    THE AUDIENCE MOVES FROM PLACE TO PLACE

  • $

  • $

  • $

  • $

  • $

  • $

  • $

  • $

  • oohhmmmm

    ITS 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

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

    $

    PEOPLE ANNOYED WITH QANTAS STRIKE

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

    $

    EVERYONE WHOS 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. theres no

    ROI

    TRUE STORY

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

    $

    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 HA

    RD

  • WORLDBUILDING IS AN ADAPTIVE PROCESS

  • $

  • $

    THIS LOOKS ME

    SSY

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

    $

    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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