Agile Marketing:                          Managing Marketing for                          Change and Productivity         ...
The Case For                     CHANGE                              2Thursday, March 14, 13
SpeedPhoto	  courtesy	  of	  Ernest	  Viernest           3Thursday, March 14, 13
15Thursday, March 14, 13
Impact	  of	  Technology                                    4Thursday, March 14, 13
Shi4	  in	  Power	  to	                        Consumer                                                   5Thursday, March...
Fractured	  and	  Disrupted	        Channels	  of	      Communica=onThe	  Conversa;on	  Prism	  by	  Brian	  Solis	  and	 ...
Limited	  Resources                                      7Thursday, March 14, 13
Speed          Limited                                                    Technology         Resources                    ...
SWOT                 Ad Brief                    Product       Brand                            Marketing Plan            ...
Agile	  Marke=ng                                         12Thursday, March 14, 13
Principles                Process                People                            13Thursday, March 14, 13
Agile                     vs.                    agile                            10Thursday, March 14, 13
Principle	  1     Responding	  to	  Change              over        Following	  a	  Plan                              14Th...
15Thursday, March 14, 13
No	  plan	  survives	  contact	  with	  the	  enemy.                           Helmuth	  von	  Moltke	  the	  Elder       ...
That	  doesnt	  mean	  we	  dont	  do	  planning...	    Though9ul	  reflec;on	  and	  priori;za;on	  are	    essen;al.	  Wh...
Principle	  2             Rapid	  Itera;ons                     over           Big-­‐Bang	  Campaigns                     ...
19Thursday, March 14, 13
20Thursday, March 14, 13
Principle	  3                   Tes;ng	  and	  Data                         over                       Opinions           ...
22Thursday, March 14, 13
Which	  is	  BeTer	  Mr	  HIPPO?                         CTR	  for	  one	  on	  the	  leV	  is	  almost	  4x	  beTer      ...
24Thursday, March 14, 13
Principle	  4Many	  Small	  Experiments            over  A	  Few	  Large	  Bets                          26Thursday, March...
Coca-­‐Cola	  Content	  2020	  Part	  Two                                                                         27Thursd...
Principle	  5                         Individuals	  and	                             Interac;ons                          ...
29Thursday, March 14, 13
Hubspot	  Smart	  CTAs                                    30Thursday, March 14, 13
Principle	  6                 Collabora;on                         over              Silos	  and	  Hierarchy              ...
The Oreo graphic was "designed, captioned and approved within    minutes," according to Sarah Hofstetter, president of the...
Co-­‐loca;on	  of	  cross-­‐func;onal	  teams                                          Production                         ...
Principle	  0         Remarkable    Customer	  Experiences                          34Thursday, March 14, 13
35Thursday, March 14, 13
Inspira;on:	  ScoT	  Brinker   36Thursday, March 14, 13
Process                                   37Thursday, March 14, 13
Scrum Process                                    Daily Scrum                                           24 hours           ...
The	  Daily	  Scrum                                                      1                         What did you do yesterd...
User	  Story        As	  a	  [role],	  I	  want	  to	        [task],	  so	  that	  I	  can	  [goal	                     or...
40Thursday, March 14, 13
41Thursday, March 14, 13
41Thursday, March 14, 13
Trello	  with	  Scrum	  Extension                                                        42Thursday, March 14, 13
People                                  45Thursday, March 14, 13
Hiring	  Agile	  Marketers     •    Comfortable	  with	  change,	  ambiguity     •    Comfortable	  with	  technology     ...
hTp://blog.hubspot.com/blog/    tabid/6307/bid/13787/Quiz-­‐Are-­‐    You-­‐a-­‐Modern-­‐Marke;ng-­‐Superstar-­‐    Infogr...
48Thursday, March 14, 13
49Thursday, March 14, 13
Who’s	  Doing	  Agile?                                                    50Thursday, March 14, 13
Resources     •    hTp://www.agilemarke;ng.net     •    hTp://www.agilemarke;ngmanifesto.org     •    hTp://www.chiefmarte...
Q&A                               52Thursday, March 14, 13
THANK                           YOUJim Eweljim@agilemarketing.net@jimewelwww.agilemarketing.netThursday, March 14, 13
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  1. 1. Agile Marketing: Managing Marketing for Change and Productivity 13 February 2013 PSAMA WELCOME Jim Ewel jim@agilemarketing.net @jimewel www.agilemarketing.netThursday, March 14, 13
  2. 2. The Case For CHANGE 2Thursday, March 14, 13
  3. 3. SpeedPhoto  courtesy  of  Ernest  Viernest 3Thursday, March 14, 13
  4. 4. 15Thursday, March 14, 13
  5. 5. Impact  of  Technology 4Thursday, March 14, 13
  6. 6. Shi4  in  Power  to   Consumer 5Thursday, March 14, 13
  7. 7. Fractured  and  Disrupted   Channels  of   Communica=onThe  Conversa;on  Prism  by  Brian  Solis  and  JESS3 6Thursday, March 14, 13
  8. 8. Limited  Resources 7Thursday, March 14, 13
  9. 9. Speed Limited Technology Resources Change Fractured Power to Channels Consumer 9Thursday, March 14, 13
  10. 10. SWOT Ad Brief Product Brand Marketing Plan Price Book Position Promo Place 8Thursday, March 14, 13
  11. 11. Agile  Marke=ng 12Thursday, March 14, 13
  12. 12. Principles Process People 13Thursday, March 14, 13
  13. 13. Agile vs. agile 10Thursday, March 14, 13
  14. 14. Principle  1 Responding  to  Change over Following  a  Plan 14Thursday, March 14, 13
  15. 15. 15Thursday, March 14, 13
  16. 16. No  plan  survives  contact  with  the  enemy. Helmuth  von  Moltke  the  Elder 16Thursday, March 14, 13
  17. 17. That  doesnt  mean  we  dont  do  planning...   Though9ul  reflec;on  and  priori;za;on  are   essen;al.  What  I  think  is  a  waste  is  a  20-­‐page  Word   doc  or  a  200-­‐cell  spreadsheet  with  everything  you   hope  to  do  for  the  next  6  or  12  months. Frank Days,VP Marketing Correlsense 17Thursday, March 14, 13
  18. 18. Principle  2 Rapid  Itera;ons over Big-­‐Bang  Campaigns 18Thursday, March 14, 13
  19. 19. 19Thursday, March 14, 13
  20. 20. 20Thursday, March 14, 13
  21. 21. Principle  3 Tes;ng  and  Data over Opinions 21Thursday, March 14, 13
  22. 22. 22Thursday, March 14, 13
  23. 23. Which  is  BeTer  Mr  HIPPO? CTR  for  one  on  the  leV  is  almost  4x  beTer 23Thursday, March 14, 13
  24. 24. 24Thursday, March 14, 13
  25. 25. Principle  4Many  Small  Experiments over A  Few  Large  Bets 26Thursday, March 14, 13
  26. 26. Coca-­‐Cola  Content  2020  Part  Two 27Thursday, March 14, 13
  27. 27. Principle  5 Individuals  and   Interac;ons over One-­‐size-­‐fits-­‐all 28Thursday, March 14, 13
  28. 28. 29Thursday, March 14, 13
  29. 29. Hubspot  Smart  CTAs 30Thursday, March 14, 13
  30. 30. Principle  6 Collabora;on over Silos  and  Hierarchy 31Thursday, March 14, 13
  31. 31. The Oreo graphic was "designed, captioned and approved within minutes," according to Sarah Hofstetter, president of the cookie brands digital agency of record, Dentsu-owned 360i. All the decisions were made in real time quickly because marketers and agency members were sitting together at a "mission control" center, or a social-media war room of sorts ... 32Thursday, March 14, 13
  32. 32. Co-­‐loca;on  of  cross-­‐func;onal  teams Production PM + BI Content Design SEO, other channels ©  Menlopics:  hTp://www.flickr.com/photos/menlopics/7593441874/ Hat tip to Jonathon Coleman for this slideThursday, March 14, 13
  33. 33. Principle  0 Remarkable Customer  Experiences 34Thursday, March 14, 13
  34. 34. 35Thursday, March 14, 13
  35. 35. Inspira;on:  ScoT  Brinker 36Thursday, March 14, 13
  36. 36. Process 37Thursday, March 14, 13
  37. 37. Scrum Process Daily Scrum 24 hours 2-4 weeks Results Marketing Sprint Sprint Review Planning Sprint & Backlog Session RetrospectiveThursday, March 14, 13
  38. 38. The  Daily  Scrum 1 What did you do yesterday? 2 What will you do today? 3 Is anything in your way? 43Thursday, March 14, 13
  39. 39. User  Story As  a  [role],  I  want  to   [task],  so  that  I  can  [goal   or  benefit] 39Thursday, March 14, 13
  40. 40. 40Thursday, March 14, 13
  41. 41. 41Thursday, March 14, 13
  42. 42. 41Thursday, March 14, 13
  43. 43. Trello  with  Scrum  Extension 42Thursday, March 14, 13
  44. 44. People 45Thursday, March 14, 13
  45. 45. Hiring  Agile  Marketers • Comfortable  with  change,  ambiguity • Comfortable  with  technology • Customer-­‐Focused • Hugely  produc;ve • Risk-­‐taker • Accepts  transparency  and  data • Proac;ve   47Thursday, March 14, 13
  46. 46. hTp://blog.hubspot.com/blog/ tabid/6307/bid/13787/Quiz-­‐Are-­‐ You-­‐a-­‐Modern-­‐Marke;ng-­‐Superstar-­‐ Infographic.aspx 46Thursday, March 14, 13
  47. 47. 48Thursday, March 14, 13
  48. 48. 49Thursday, March 14, 13
  49. 49. Who’s  Doing  Agile? 50Thursday, March 14, 13
  50. 50. Resources • hTp://www.agilemarke;ng.net • hTp://www.agilemarke;ngmanifesto.org • hTp://www.chiefmartec.com • hTp://www.agilemarke;ngblog.com 53Thursday, March 14, 13
  51. 51. Q&A 52Thursday, March 14, 13
  52. 52. THANK YOUJim Eweljim@agilemarketing.net@jimewelwww.agilemarketing.netThursday, March 14, 13
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