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12 Valuable Marketing Lessons from 4 TED Talks
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Have you ever been to a TED talk? It’s an international organization whose tagline is “Ideas worth spreading.”

When HubSpot published a blog post on 15 TED talks that they love, I put it aside in my inbox, thinking, “I really need to check this out – just not right now.” I finally looked at it, and they were not kidding – there’s some great stuff in here. To save you an hour of time, I watched the 4 marketing-related videos. Here’s what I learned:

Renny Gleeson: 404, The Story Of A Page Not Found

As the Global Digital Strategies Director for the ad agency Wieden+Kennedy, Gleeson is familiar with 404 error messsages, aka the page-not-found message. Gleeson calls them the broken message. Well, did you know you can customize a 404 page for your website?

Take this great tip from him: Customize your 404 page, which companies big and small have done. Get creative, and use it as an opportunity to remind people of why they should love you.

Joseph Pine: What Consumers Really Want

Writer and consultant Pine talked about how our economy has evolved from agrarian to industrial to service – and now to the experience economy. Here is what consumers really want in this new economy:

The service economy was about improving quality. Customize a service, and it becomes an experience.

The experience economy is about rendering authenticity; you have to get people to perceive your offerings as authentic. How do you render authenticity? Be true to yourself, and be true to what you say you are to others. In other words, don’t be fake. People hate fake (though if they like something that is fake, they call it faux).

Andrew Stanton: Storytelling

Stanton is a name you probably don’t know, but you do know his work: he wrote all 3 Toy Story movies, Wall-E, Finding Nemo – the list goes on. Here’s what he had to say about good storytelling:

  • Storytelling is knowing your punchline.
  • Stories connect us, because they affirm that our lives have meaning.
  • A story should make you care.
  • A story should give you a promise – you should know you’ll be lead somewhere. In your story, make the audience put things together – don’t give them 4, give them 2 + 2.
  • Change is fundamental in stories. Without change, the story dies.
  • When you tell a story, construct anticipation; make the audience want to know what will happen next and how it will conclude.

Kevin Alloca: Why Videos Go Viral

As the trends manager at YouTube, Alloca watches a lot of videos. If anyone knows why videos go viral, it’s him. In his TED talk, Alloca said that viral videos have 3 things in common:

  1. Tastemakers – they introduce us to new and interesting things and bring them to a larger audience.
  2. Communities of participation – a group that shares a big inside joke (the joke being the video) and end up producing parodies of it.
  3. Unexpectedness – the video must be funny and truly unique

What tip do you find most useful for your own marketing? How will you use it?

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Image courtesy of TED.


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