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Agile Marketing: How to Do It, and Do It
Agile Marketing: How to Do It, and Do It
Agile Marketing: How to Do It, and Do It
Agile Marketing: How to Do It, and Do It
Agile Marketing: How to Do It, and Do It
Agile Marketing: How to Do It, and Do It
Agile Marketing: How to Do It, and Do It
Agile Marketing: How to Do It, and Do It
Agile Marketing: How to Do It, and Do It
Agile Marketing: How to Do It, and Do It
Agile Marketing: How to Do It, and Do It
Agile Marketing: How to Do It, and Do It
Agile Marketing: How to Do It, and Do It
Agile Marketing: How to Do It, and Do It
Agile Marketing: How to Do It, and Do It
Agile Marketing: How to Do It, and Do It
Agile Marketing: How to Do It, and Do It
Agile Marketing: How to Do It, and Do It
Agile Marketing: How to Do It, and Do It
Agile Marketing: How to Do It, and Do It
Agile Marketing: How to Do It, and Do It
Agile Marketing: How to Do It, and Do It
Agile Marketing: How to Do It, and Do It
Agile Marketing: How to Do It, and Do It
Agile Marketing: How to Do It, and Do It
Agile Marketing: How to Do It, and Do It
Agile Marketing: How to Do It, and Do It
Agile Marketing: How to Do It, and Do It
Agile Marketing: How to Do It, and Do It
Agile Marketing: How to Do It, and Do It
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Agile Marketing: How to Do It, and Do It

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This is a presentation I madfe

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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

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