Agile Marketing: How to Do It, and Do It

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  • On Demand, Real-Time Opt-In Ala Carte World
  • Lean UX is another idea---Get to work on the actual experience, rather than deliverables. Focus on building the real customer experience.
  • Joe Rospars. Asked “why are you for Barack Obama.” Thirty stories—everybody got aligned and then did what they could. You assumed people were committed, smart, and had good manners.
  • Online, Email and Direct Mail get quick responses and benefit from Agile more. Course correction from metrics and feedback needs to be the common goal. Problem with old process is it allows less talented people to check boxes. They can’t be found out as easily. But with Agile, work ethic and personal ethics come to the front fast.Legacy process sometimes can’t be fought. Regulated industries like finance or healthcare—we work with Wells Fargo and we just understand the ELR review is thereIt’s good with projects where “we don’t know what we don’t know.”
  • STORIES
  • How would we organize

Transcript

  • 1. AGILE MARKETING
    ROHN JAY MILLER
    rohnjay@native-instinct.com
    UN SUMMIT 2
    MAY 2011
  • 2. ROHN JAY MILLER
    NATIVE INSTINCT
  • 3. WAS $199
    NOW $129!
  • 4. WE LIVE IN BETWEEN TIMES
    RECENT PAST
    NEAR FUTURE
    Big Bang Launch
    Static Content
    Long media lead times
    One size fits all
    Broadcasting
    Monolithic
    Ratings
    Iterative evolution
    Rich applications
    Real-time
    Personalized
    Interactive
    Mobile
    Big Data
  • 5. CAMPAIGNS VS. PLATFORMS
    Linear
    Reach + Frequency
    Demographics
    Regional
    Broadcast flights
    Brand or Direct
    Iterative
    Engaged + Personal
    Behavioral
    Tribes + Hyper-local
    Continuous Improvement
    Reputation + transaction
  • 6. Thanks to:
  • 7. AGILE SLIDE
    AGILE
  • 8.
  • 9. Lean
    Continuous improvement –Kaizan
    Rapid prototyping + testing hypothesis
    Minimum *desirable* product
    Customer engagement (and obsession)
    Metrics driven—what is the goal?
    Learn fast—don’t fail fast
  • 10. Lean Start-ups
    Continuous customer interaction
    Revenue goals from day one
    No scaling until revenue
    Assume customer + features are *unknowns*
    Low burn rate by design, not crisis
    Credit: Farrah Bostic, How to Do Lean Planning
    http://www.slideshare.net/flbostic/how-to-do-lean-planning
  • 11. The 2008 campaign of Barack Obama was a great example of Lean + Agile. The vision was “Change We Can Believe In,” and the ability of the Obama campaign to adapt to market conditions while remaining authentically true to their vision was what made him President.
    Well….that, and the Internet…
  • 12. WHAT DOES THIS MEAN?
    Drive + measure customer engagement
    Use Agile in flexible channels
    Projects work better at first
    Be aware of legacy process—fight or flow
    One meeting to listen + decide
    X-department / skill set teams succeed
    Trust is a strength, mistrust a barrier
  • 13.  “Plans are nothing, 
    planning is everything.”
    Dwight D. Eisenhower
  • 14. VISION STATEMENT
  • 15. NOW WHAT?
    RESEARCH?
    (my answer: get out
    of the building! fast!)
  • 16. GOOD
    CAREFUL,
    THESE CAN BE
    GREAT—OR
    GREAT TRAPS
    LOOK HERE
    FIRST
    FAST
    SLOW
    USE
    WORDPRESS
    AND HIRE ME
    AVOID
    THESE
    BAD
    POSSIBLE WEBSITE IDEAS
  • 17. STORIES
    Whois doing what for why?
  • 18. CASE study
    The Flip Camera + Native Instinct
  • 19. When we began working with Pure Digital on the Flip Camera the intended audience was parents of kids under 5. It would be a camera that would be easy to carry and use, and easy to upload.
  • 20. But then it took off. All kinds of people began buying the Flip. Parents. College students. Bloggers. Butchers. Bakers. We began expanding communications into social media. Today the Flip camera has more “likes” on Facebook than Cisco.
  • 21. We kept iterating with Pure Digital. The rise of the Flip was in symbiosis with the growth of You Tube. Native Instinct wrote the software for the “one-click upload” to You Tube. Is this marketing or product? Agile melds product and marketing, sez I.
  • 22. We wanted to give people a place where the could put their family videos and invite only certain people to see. So we designed and build FlipShare.
  • 23. We built an e-commerce site for the Flip in Drupal. 2 Million cameras in 2 years. Then we figured out how to allow people to put their own design on a Flip Camera, which made it their Flip. This also helped Pure Digital’s profit margins, since you could only get this on the e-commerce site.
  • 24. The site was re-designed to account for different types of buyers based not on demographics—that wasn’t significant as it turned out—but instead based on behaviors. What role did the Flip play in helping you use video?
  • 25. Pure Digital brought to market new lines of the Flip, which met different needs. We showed how each one fit into that customer’s story, which was a concept from Agile.
  • 26. exercise
    Minneapolis Bike System
  • 27.
  • 28. EXERCIZE
    The City of Minneapolis has started a bike rental program called NICE RIDE MN
    Bikes can be rented for $5 a day / $4.50 for 90 minutes, annually + annual student discount
    The City wants the program to be self-funding and perhaps return enough profit to expand
  • 29. EXERCIZE
    What are the hypothesis?
    How do we research them?
    What are the stories?
    What could our vision statement be?
    Given that, what would we build first?
    How would we build it? Who would do what?
  • 30. THANK YOU
    ROHNJAY@NATIVE-INSTINCT.COM
    @ROHNJAYMILLER +1 (612) 749-0803
    400 S. 4th Street, Suite 401-110
    Minneapolis, MN 55403 USA