Marketing OperationsThe execution that brings results                                    lionbridge.com                   ...
Hello!My Name is Seth Gottlieb1995                       2000            2005                 Present         CMS Consumer...
Before ContentThere was cycling@sggottlieb
When you say“We are going to implement a newCMS and redesign our website,”I hear“I am going to buy a fancy bike andcover m...
A typical scenarioThe Marketing Team    The Web Master• We Want            • I Want to ENGAGEMENT!          FIX THAT• We W...
A typical scenarioThe Marketing Team       The Web Master• We Want               • I Want to ENGAGEMENT!             FIX T...
Technology alone doesn’t close the vision/executiongap•   Web Content             •   Social Media    Management          ...
Marketing Operations@sggottlieb
Marketing Operations@sggottlieb
The Guard RailsStrategy                  Governance• Who do you want to      • Budget  reach?                          • R...
The Content Lifecycle• Plan• Create• Publish and Promote• Analyze@sggottlieb
Planning: Optimizing the Work Mix                    Maintenance                    Capacity         Events               ...
Planning = Prioritization@sggottlieb
Create• Driven by STRATEGY• Guided by GOVERNANCE• Works with TECHNICAL CONSTRAINTS• Optimized for LOCALIZATION@sggottlieb
Publish and Promote@sggottlieb
Make it FINDABLEMake it USABLEMake it ACTIONABLE@sggottlieb
Make it FINDABLE• Search engine compatible• Keyword optimized• Promoted on the site• Targeted on the site• Promoted off th...
Make it USABLE• Optimized for target platforms• Low barriers to use• Compatible with personal tools@sggottlieb
Make it ACTIONABLE• Call to action• Sharable• Action is Measurable@sggottlieb
Analyze              Getting the Story out of the Data@sggottlieb
… And then back to Planning@sggottlieb
Hey! That wasn’t inthe demo!@sggottlieb
It’s the LEGS@sggottlieb
Questions• Email: seth.gottlieb@lionbridge.com• Twitter: @sggottlieb• Company Site: http://  www.globalmarketingops.com• B...
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Marketing Operations

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Presented at the Gilbane conference in Boston November 2012. Talks about all the operational aspects of running a marketing program.

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Marketing Operations

  1. 1. Marketing OperationsThe execution that brings results lionbridge.com globalmarketingops.com www.contenthere.net twitter.com/sggottlieb
  2. 2. Hello!My Name is Seth Gottlieb1995 2000 2005 Present CMS Consumer CMS Integrator CM Pros CMS Analyst Global Marketing Operations @ Lionbridge@sggottlieb
  3. 3. Before ContentThere was cycling@sggottlieb
  4. 4. When you say“We are going to implement a newCMS and redesign our website,”I hear“I am going to buy a fancy bike andcover myself in spandex.”@sggottlieb
  5. 5. A typical scenarioThe Marketing Team The Web Master• We Want • I Want to ENGAGEMENT! FIX THAT• We Want • I Want to SOCIAL! TAKE THAT DOWN• We Want Better • I Want to Search Engine Improve the Rankings! mobile experience• We Want TO GO VIRAL!@sggottlieb
  6. 6. A typical scenarioThe Marketing Team The Web Master• We Want • I Want to ENGAGEMENT! FIX THAT• We Want • I Want to SOCIAL! TAKE THAT DOWN• We Want Better • I Want to Search Engine Improve the Rankings! mobile experience• We Want TO GO VIRAL! But I don’t have the time@sggottlieb
  7. 7. Technology alone doesn’t close the vision/executiongap• Web Content • Social Media Management Monitoring• Content Targeting • Analytics Platform• Enterprise Search • Mobile Site Platform Publishing• Email Marketing • Ad Words Platform • Google Webmaster• SEO Platform Tools• CRM Platform • eCommerce@sggottlieb
  8. 8. Marketing Operations@sggottlieb
  9. 9. Marketing Operations@sggottlieb
  10. 10. The Guard RailsStrategy Governance• Who do you want to • Budget reach? • Regulatory Compliance• How are you going to reach them? • Style Guidelines• What are you going to say?@sggottlieb
  11. 11. The Content Lifecycle• Plan• Create• Publish and Promote• Analyze@sggottlieb
  12. 12. Planning: Optimizing the Work Mix Maintenance Capacity Events Periodicals@sggottlieb
  13. 13. Planning = Prioritization@sggottlieb
  14. 14. Create• Driven by STRATEGY• Guided by GOVERNANCE• Works with TECHNICAL CONSTRAINTS• Optimized for LOCALIZATION@sggottlieb
  15. 15. Publish and Promote@sggottlieb
  16. 16. Make it FINDABLEMake it USABLEMake it ACTIONABLE@sggottlieb
  17. 17. Make it FINDABLE• Search engine compatible• Keyword optimized• Promoted on the site• Targeted on the site• Promoted off the site@sggottlieb
  18. 18. Make it USABLE• Optimized for target platforms• Low barriers to use• Compatible with personal tools@sggottlieb
  19. 19. Make it ACTIONABLE• Call to action• Sharable• Action is Measurable@sggottlieb
  20. 20. Analyze Getting the Story out of the Data@sggottlieb
  21. 21. … And then back to Planning@sggottlieb
  22. 22. Hey! That wasn’t inthe demo!@sggottlieb
  23. 23. It’s the LEGS@sggottlieb
  24. 24. Questions• Email: seth.gottlieb@lionbridge.com• Twitter: @sggottlieb• Company Site: http:// www.globalmarketingops.com• Blog: http://www.contenthere.net@sggottlieb

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