Disruptions

all around

Decided to go back to the classics - 1890s

@wilreynolds

@wilreynolds

The best ads, ask no one to buy, but they are based on the knowledge of human

nature, writers know how people are led to buy.

Belief Understanding how people make decisions is a skill that is

Undisruptable

That is a greater skill Than understanding

how Google works

Apply how Google works to my

understanding of how people work

The Best Marketers Understand Peoples Needs

Since when is it

disruptive to solve a customer problem?

smelly car

Hungry

annoyed

Cant communicate

HOW DO YOU HANDLE DISRUPTION

HTTP://BIT.LY/DEATH10LINKS

How do you feel about these two bands?

Competitors, Lie in wait

Competitors, Lie in wait

Competitors, Lie in wait

Sink these into YOU!

Turn you into THIS!!

Lets Disrupt OURSELVES before someone else does

https://www.flickr.com/photos/amanky/

Loyalty is (mostly) UNDISRUPTABLE

Smart Companies Disrupt Themselves Avoid rented platforms Apple Music Google Now Facebook (Instagram) Amazon Prime + Echo

Smart Marketers Disrupt Themselves Avoid rented platforms Apple Music Google Now Facebook (Instagram) Amazon Prime + Echo

A 2010 SEO strategy wont work in 2015 Have you changed? 10x?

Dont become marketings carcass Prioritizing Channel over

Audience Problems?

Marketing AMPLIFIES

Doesnt

Fix!!

Picnic Pants

UX Fail!

Marketing that doesnt focus on people is

getting old

Connect Tactics to

Peoples Needs to Business Outcomes

Digitally, Needs are Met with Content and often starts with a little box

Choice is yours

BE A CONTENT HERO

Who needs external batteries

SEO First Step Go Here

Who Needs External Batteries

VS. Who Searched for External Batteries

Who Needs External Batteries

AND Who Searched for External Batteries

How do we get there?

STEP 1: RAISE YOUR FLAG

STEP 2: GET LOUD

Think Different

WE COULD BE THE PEOPLE WHO HELP PEOPLE FIND SOLUTIONS

MAIDS LOST

WEIGHT WHEN TOLD

THAT THEIR DAY TO DAY IS

EXERCISE

WE

ARE THE PEOPLE WHO HELP PEOPLE WHO ARE LOST FIND ANSWERS

Deflect Disruptions by focusing

on your customers Needs & Aspirations

https://www.flickr.com/photos/benny4bs/

CHANNEL FIRST = RUNNING DRY

Winning At Search Losing At People

EXAMPLES

6 year head start Competitor launched 18 months BEAT

ONE FOCUSED HERE

GOT IT!!

ONE FOCUSED HERE

ON THE FEELING OF RELAXATION ADVENTURE NEW THINGS

Who is going to rank better in 2018 AND Have a stronger brand?

LETS TAKE A LOOK BACK

Get a disproportional amount of media coverage Drive brand awareness by being part of the cultural conversation Through Social & Media engagement drive a better SEO footprint to drive bookings in Berlin

Get a disproportional amount of media coverage (200 media hits) Drive brand awareness by being part of the cultural conversation (2.2% of convo) Through Social & Media engagement drive a better SEO footprint to drive bookings in Berlin (???)

2+ Million

Once Algos Get This

VRBO?

Its 1900, You are hired

Choice is yours

Tail of two airlines

Shorter Virgin Video

What CHOICES did each company make? BOTH had to produce the

SAME content

Reality: Travel feels like this

Insert Smimsek slide People want to see ME & hear what I have to say before takeoff

Lets do something FUN, that makes people want to dance before takeoff

Lets do something FUN, that makes people want to dance before takeoff

Brand we admire Go the extra mile for customers Disrupt

Another Industry Making a Comeback

TELEVISION

= DISRUPTED

TV is Rising

Stay paranoid

THE DANGERS OF LIFE ARE INFINITE & AMONG THEM IS

SAFETY

Now, THIS!!!

Dollar Shave Club video

Dollar

Shave

Club

Every touchpoint reinforces the message

Bill Boards

Mailchimp

Mailchimp

Old Media, still aint getting it

Old Media Aint Getting It

New Media, Didnt we already go through this

Didnt we already go through this

These Pop-ups Wont

Go Away

Might as Well Scroll

Sideways

Got the product and audience right then poured fuel on the fire with TV. (Trust + Reach)

BE READY AT ANY MOMENT TO GIVE

UP WHAT YOU ARE

FOR WHAT YOU MIGHT BECOME.

1900

@wilreynolds

Use Content To Sell More

TIRES

@wilreynolds

No Pinterest No Facebook No E-mail NO GOOGLE!

@wilreynolds

Content Marketing since

@wilreynolds https://www.flickr.com/photos/anacronicos

Get him to

DRIVE MORE

@wilreynolds https://www.flickr.com/photos/125261545@N03/

Worn Tires

@wilreynolds https://www.flickr.com/photos/125261545@N03/

More miles is more

MONEY!!

Understand the Need (explore, new to talk about) Apply to the Business (sell tires)

Average content can LOWER Brand Perception Trust Loyalty

Trust is hard to disrupt

Pacemakers

Is your content building

Trust & Loyalty momentum

My Journey

Im here

Didnt do this

Or this

No Genie In a Bottle

So wait, Wil, are you saying people make decisions on beliefs reputation trust

So if you only focus on what people type into boxes YOU ARE GOING TO BE DISRUPTED!!

RE:DEFINE

SEO

Not Tracked To Specific

ROI

20%

STAY PARANOID

Pinterest is a

Database of your

Aspirations

bit.ly/seerpinterestguide

0 links 0 outreach Ranks well, evergreen HELPS PEOPLE Delights

Delights people, builds traffic, brand for ever ever, for ever ever

Lesson: The best marketing is rarely created by only ONE discipline

Missed the direct searcher Missed the social audience Missing traffic for ever ever, for ever ever

Missing an OPPPORTUNITY to help people find their dogs, for ever ever!

When the old & new combine!

How do I get started? Take the piece of content your customers love most, and spend < $1,000 promoting it via audience targeting. I Spent 4 weeks & $850, forever changed how I will do marketing.

Relevant

Took someone time

Looked Good

Reduce the Abstract

You Got A Chance Make People feel Great or Make People feel Manipulated

Which group is

Google seeking to disrupt?

Which side are

you on?