Agile Marketing: How to Do It, and Do It

AGILE MARKETING
ROHN JAY MILLER
rohnjay@native-instinct.com
UN SUMMIT 2
MAY 2011

ROHN JAY MILLER
NATIVE INSTINCT

WAS $199
NOW $129!

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

CAMPAIGNS VS. PLATFORMS
Linear
Reach + Frequency
Demographics
Regional
Broadcast flights
Brand or Direct
Iterative
Engaged + Personal
Behavioral
Tribes + Hyper-local
Continuous Improvement
Reputation + transaction

Thanks to:

AGILE SLIDE
AGILE

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

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

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…

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

“Plans are nothing,
planning is everything.”
Dwight D. Eisenhower

VISION STATEMENT

NOW WHAT?
RESEARCH?
(my answer: get out
of the building! fast!)

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

STORIES
Whois doing what for why?

CASE study
The Flip Camera + Native Instinct

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.

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.

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.

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.

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.

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?

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.

exercise
Minneapolis Bike System

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

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?

THANK YOU
ROHNJAY@NATIVE-INSTINCT.COM
@ROHNJAYMILLER +1 (612) 749-0803
400 S. 4th Street, Suite 401-110
Minneapolis, MN 55403 USA

Agile Marketing: How to Do It, and Do It

by Rohn Jay Miller on Oct 06, 2011

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