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AMA presentation Presentation Transcript

  • 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. The Case For CHANGE 2Thursday, March 14, 13
  • 3. SpeedPhoto  courtesy  of  Ernest  Viernest 3Thursday, March 14, 13
  • 4. 15Thursday, March 14, 13
  • 5. Impact  of  Technology 4Thursday, March 14, 13
  • 6. Shi4  in  Power  to   Consumer 5Thursday, March 14, 13
  • 7. Fractured  and  Disrupted   Channels  of   Communica=onThe  Conversa;on  Prism  by  Brian  Solis  and  JESS3 6Thursday, March 14, 13
  • 8. Limited  Resources 7Thursday, March 14, 13
  • 9. Speed Limited Technology Resources Change Fractured Power to Channels Consumer 9Thursday, March 14, 13
  • 10. SWOT Ad Brief Product Brand Marketing Plan Price Book Position Promo Place 8Thursday, March 14, 13
  • 11. Agile  Marke=ng 12Thursday, March 14, 13
  • 12. Principles Process People 13Thursday, March 14, 13
  • 13. Agile vs. agile 10Thursday, March 14, 13
  • 14. Principle  1 Responding  to  Change over Following  a  Plan 14Thursday, March 14, 13
  • 15. 15Thursday, March 14, 13
  • 16. No  plan  survives  contact  with  the  enemy. Helmuth  von  Moltke  the  Elder 16Thursday, March 14, 13
  • 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. Principle  2 Rapid  Itera;ons over Big-­‐Bang  Campaigns 18Thursday, March 14, 13
  • 19. 19Thursday, March 14, 13
  • 20. 20Thursday, March 14, 13
  • 21. Principle  3 Tes;ng  and  Data over Opinions 21Thursday, March 14, 13
  • 22. 22Thursday, March 14, 13
  • 23. Which  is  BeTer  Mr  HIPPO? CTR  for  one  on  the  leV  is  almost  4x  beTer 23Thursday, March 14, 13
  • 24. 24Thursday, March 14, 13
  • 25. Principle  4Many  Small  Experiments over A  Few  Large  Bets 26Thursday, March 14, 13
  • 26. Coca-­‐Cola  Content  2020  Part  Two 27Thursday, March 14, 13
  • 27. Principle  5 Individuals  and   Interac;ons over One-­‐size-­‐fits-­‐all 28Thursday, March 14, 13
  • 28. 29Thursday, March 14, 13
  • 29. Hubspot  Smart  CTAs 30Thursday, March 14, 13
  • 30. Principle  6 Collabora;on over Silos  and  Hierarchy 31Thursday, March 14, 13
  • 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. 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. Principle  0 Remarkable Customer  Experiences 34Thursday, March 14, 13
  • 34. 35Thursday, March 14, 13
  • 35. Inspira;on:  ScoT  Brinker 36Thursday, March 14, 13
  • 36. Process 37Thursday, March 14, 13
  • 37. Scrum Process Daily Scrum 24 hours 2-4 weeks Results Marketing Sprint Sprint Review Planning Sprint & Backlog Session RetrospectiveThursday, March 14, 13
  • 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. User  Story As  a  [role],  I  want  to   [task],  so  that  I  can  [goal   or  benefit] 39Thursday, March 14, 13
  • 40. 40Thursday, March 14, 13
  • 41. 41Thursday, March 14, 13
  • 42. 41Thursday, March 14, 13
  • 43. Trello  with  Scrum  Extension 42Thursday, March 14, 13
  • 44. People 45Thursday, March 14, 13
  • 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. hTp://blog.hubspot.com/blog/ tabid/6307/bid/13787/Quiz-­‐Are-­‐ You-­‐a-­‐Modern-­‐Marke;ng-­‐Superstar-­‐ Infographic.aspx 46Thursday, March 14, 13
  • 47. 48Thursday, March 14, 13
  • 48. 49Thursday, March 14, 13
  • 49. Who’s  Doing  Agile? 50Thursday, March 14, 13
  • 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. Q&A 52Thursday, March 14, 13
  • 52. THANK YOUJim Eweljim@agilemarketing.net@jimewelwww.agilemarketing.netThursday, March 14, 13