Marketing Operations
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Marketing Operations

on

  • 498 views

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

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

Statistics

Views

Total Views
498
Views on SlideShare
415
Embed Views
83

Actions

Likes
0
Downloads
10
Comments
0

3 Embeds 83

http://www.contenthere.net 60
http://www.sethgottlieb.com 21
http://contenthere.net 2

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Marketing Operations Presentation Transcript

  • 1. Marketing OperationsThe execution that brings results lionbridge.com globalmarketingops.com www.contenthere.net twitter.com/sggottlieb
  • 2. Hello!My Name is Seth Gottlieb1995 2000 2005 Present CMS Consumer CMS Integrator CM Pros CMS Analyst Global Marketing Operations @ Lionbridge@sggottlieb
  • 3. Before ContentThere was cycling@sggottlieb
  • 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. 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. 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. 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. Marketing Operations@sggottlieb
  • 9. Marketing Operations@sggottlieb
  • 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. The Content Lifecycle• Plan• Create• Publish and Promote• Analyze@sggottlieb
  • 12. Planning: Optimizing the Work Mix Maintenance Capacity Events Periodicals@sggottlieb
  • 13. Planning = Prioritization@sggottlieb
  • 14. Create• Driven by STRATEGY• Guided by GOVERNANCE• Works with TECHNICAL CONSTRAINTS• Optimized for LOCALIZATION@sggottlieb
  • 15. Publish and Promote@sggottlieb
  • 16. Make it FINDABLEMake it USABLEMake it ACTIONABLE@sggottlieb
  • 17. Make it FINDABLE• Search engine compatible• Keyword optimized• Promoted on the site• Targeted on the site• Promoted off the site@sggottlieb
  • 18. Make it USABLE• Optimized for target platforms• Low barriers to use• Compatible with personal tools@sggottlieb
  • 19. Make it ACTIONABLE• Call to action• Sharable• Action is Measurable@sggottlieb
  • 20. Analyze Getting the Story out of the Data@sggottlieb
  • 21. … And then back to Planning@sggottlieb
  • 22. Hey! That wasn’t inthe demo!@sggottlieb
  • 23. It’s the LEGS@sggottlieb
  • 24. Questions• Email: seth.gottlieb@lionbridge.com• Twitter: @sggottlieb• Company Site: http:// www.globalmarketingops.com• Blog: http://www.contenthere.net@sggottlieb