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The AIR Framework _ brightonSEO April 2023.pptx
- 1. The 3 pillars of high performance teams https://www.slideshare.net/AlexWright84/ @Wrighty__ Alex Wright Clicky Media
- 2. What We’ll Cover ● What high performance looks like ● The AIR framework ● Wrap up #BrightonSEO @Wrighty__
- 4. What does high performance look like? Introduction #BrightonSEO @Wrighty__
- 6. Introduction Revenue CPTs NPS Profit 💸 🤑 🎯 😀 #BrightonSEO @Wrighty__
- 7. Accountability Incrementality Recognition #BrightonSEO @Wrighty__
- 10. “Take it in the right way, you become stronger” “Now you demand more from each other” #BrightonSEO @Wrighty__
- 11. = Higher performance Client / financial results Team expansion Promotions Salary increases 🤑 🤑 📈 #BrightonSEO @Wrighty__
- 12. Empower your team to provide feedback #BrightonSEO @Wrighty__
- 13. Use tried and tested frameworks #BrightonSEO @Wrighty__
- 14. #BrightonSEO @Wrighty__ S B I Describe the situation Describe the impact Describe the behaviour
- 16. Incrementality “If you broke down everything that could impact performance and then you improved every little thing by 1%, when you clump it all together, you're going to get quite a significant increase in performance.” - Dave Brailsford #BrightonSEO @Wrighty__
- 17. Aggregation of Marginal Gains #BrightonSEO @Wrighty__
- 18. Incrementality Site Speed Combined Search CRO #BrightonSEO @Wrighty__
- 20. Incrementality Site Speed Combined Search CRO #BrightonSEO @Wrighty__
- 22. Incrementality Site Speed Combined Search CRO #BrightonSEO @Wrighty__
- 25. Recognition “The deepest principle in human nature is the craving to be appreciated. - William James #BrightonSEO @Wrighty__
- 26. Recognition When employees believe they will be recognized. They are 2.7x more likely to be engaged. Quantum Workplace #BrightonSEO @Wrighty__
- 27. Intentions / Behaviours End Results #BrightonSEO @Wrighty__
- 29. Intentions / Behaviours End Results #BrightonSEO @Wrighty__
- 32. If you follow the AIR framework, improving team performance will be a breeze. #BrightonSEO @Wrighty__
- 35. Thank You!
Editor's Notes
- So why am I standing up here and talking to you all about high performance teams? The answer is pretty simple. We’re currently navigating an unpredictable economic landscape and we can only do that successfully through performing at our absolute best. On top of this, we all want to have a culture that teams love to be a part of. So what we’re searching for in this climate is that sweet spot right in the middle. And that’s what I’m going to be focusing on today.
- So let’s start with what high performance looks like
- The reality is, and this is the SEO coming out in me…it depends. There is no specific value of a specific metric that you can use as a benchmark because every business is different. However, from a general standpoint there is a way of defining and measuring high performance.
- Take these four pillars, for example. They’re the ones that we live by at Clicky. We have Retained revenue (which is a huge thing for agencies) Profit - the lifeblood of any business CPTs, or client performance targets - after all, we’re paid to drive results for our clients NPS, or net promoter score - driving results is one thing, but developing a relationship that extends beyond just results is a good thing for everyone. We have set values that we target across these pillars on an annual, quarterly, monthly basis. To us, high performance means exceeding those targets across all pillars. Over the past 5 years, we’ve grown YoYoY across all of those metrics and it’s a result of the culture that we’ve built. So, without further ado, I present…
- The AIR framework. As I touched on in my intro, we have: Accountability - it’s a hard thing to even become comfortable with (particularly if you have a team culture built on friendships), but there are ways to implement this without causing issues Incrementality - I’m going to go into the power of incremental gains as well as some real-world examples Recognition - We ask a lot of a team in a high performance environment, so recognition underpins this framework
- So, accountability. I have a video to show you now - who’s a football fan? Anyone a long suffering Spurs fan?
- What’s happening here?
- First off, I’m not advocating accountability when dished out in that kind of format. If your adrenaline is running that high in an office environment then it’s probably time to cut out that afternoon coffee… The point that I was trying to make is that Spurs are a high performance team. They compete in the upper echelons of UK and European football. And as you can see, they’re not afraid to hold eachother to account when they feel that someone is letting the side down. I also want to pull out these two quotes Accountability and feedback can make us stronger if we take it in the right way (it also has to be delivered in an accepted way but I’ll come on to that in a second) - accountability means demanding more from each other.
- And this is why we’d demand that performance of each other. Now this might differ from business to business but here’s what this looks like at Clicky. We perform at our best and that leads to improvements in client results which is also likely to help improve our bottom line through high client retention & case studies to be used at new business level (therefore bringing in new revenue) And ultimately if we get that extra revenue in, the team expands, we promote people and we increase salaries. It’s that simple.
- But to get there we need to empower teams to provide feedback.It should not just be on managers to provide feedback and hold people accountable - they shouldn’t always be the ‘bad guy’. Teams should feed back to not just each other, but also up to their line managers.
- And you can do that by using tried and tested frameworks. The last thing we want is for people to be shouting at each other like in the video example but we do still need to provide that feedback.
- Here’s my favourite framework. It’s frequently cited in management training courses but it’s a great way for everyone to give feedback.
- So that was accountability. Lets now move on to incrementality and before I go into it in more detail, I have another video for you. Has anyone ever read ‘Atomic Habits’? Or are you a fan of British cycling? If so then you’ll have likely heard of Dave Brailsford who is famous for the impact he had on British cycling. One of the biggest things he’s known for is marginal gains. I’m going to let him talk to you about that now.
- The theory of marginal gains is pretty simple. If you can stack 1% improvements on top of each other over time, it compounds in larger, positive change. On the flip side, if you get 1% worse each day, that can compound too. As marketers, or more specifically, SEOs, we’re all aware of marginal gains. Unfortunately there’s rarely a ‘silver bullet’ for an SEO strategy. In reality, we make a series of positive improvements which then lead to transformational results.
- In practice, it might look like this. Site speed - you might make tweaks such as bringing down image sizes, deferring scripts or implementing an SSG - these little tweaks make your site faster and when you stack them, they lead to larger improvements in overall performance Combined search - this is something we preach a lot at Clicky. At the most basic level we might analyse paid ads for branded terms (beyond misspellings of the core brand name - eg products/terms unique to that brand - that’s a rant for another day though…) - the point is, you might be spending money on those terms when you don’t necessarily need to. You can then move budget from those terms into ones that are more commercially relevant/competitive - therefore getting more for your money CRO - I use this as a super broad term but as an example…you could do a complete PDP redesign to improve the conversion rate of your site (which is a big undertaking), but you could also make smaller tweaks - changing messaging in promotional areas such as hero images, remerchandising PLPs, testing CTAs - all of those changes are faster and can compound in some pretty hefty improvements.
- And just to show you what that looks like in practice - here are a few graphs from a client of ours. Speed - down from 4.75s to 2.4s over a 9 month period with little improvements over time.
- In practice, it might look like this. Site speed - you might make tweaks such as bringing down image sizes, deferring scripts or implementing an SSG - these little tweaks make your site faster and when you stack them, they lead to larger improvements in overall performance Combined search - this is something we preach a lot at Clicky. At the most basic level we might analyse paid ads for branded terms (beyond misspellings of the core brand name - eg products/terms unique to that brand - that’s a rant for another day though…) - the point is, you might be spending money on those terms when you don’t necessarily need to. You can then move budget from those terms into ones that are more commercially relevant/competitive - therefore getting more for your money CRO - I use this as a super broad term but as an example…you could do a complete PDP redesign to improve the conversion rate of your site (which is a big undertaking), but you could also make smaller tweaks - changing messaging in promotional areas such as hero images, remerchandising PLPs, testing CTAs - all of those changes are faster and can compound in some pretty hefty improvements.
- Combined search - analysed terms that we’d been bidding on from an organic/paid perspective & identified ones we didn’t need to bid on. Pushed budget more into shopping & other generic campaigns & saw an overall paid revenue increase
- In practice, it might look like this. Site speed - you might make tweaks such as bringing down image sizes, deferring scripts or implementing an SSG - these little tweaks make your site faster and when you stack them, they lead to larger improvements in overall performance Combined search - this is something we preach a lot at Clicky. At the most basic level we might analyse paid ads for branded terms (beyond misspellings of the core brand name - eg products/terms unique to that brand - that’s a rant for another day though…) - the point is, you might be spending money on those terms when you don’t necessarily need to. You can then move budget from those terms into ones that are more commercially relevant/competitive - therefore getting more for your money CRO - I use this as a super broad term but as an example…you could do a complete PDP redesign to improve the conversion rate of your site (which is a big undertaking), but you could also make smaller tweaks - changing messaging in promotional areas such as hero images, remerchandising PLPs, testing CTAs - all of those changes are faster and can compound in some pretty hefty improvements.
- CVR - made a few changes over a few weeks (merchandising & messaging related) - from 0.29% to 0.72%
- William James, the father of American psychology had this to say about recognition. We all have a craving to be appreciated on some level, but when you start to adopt this high performance mentality, it causes an extra strain. You ask for more of each other which means you need to feed that craving to be appreciated a little more.
- Recognition is in everyone’s best interest. As Mr James pointed out - we all love to be recognised and appreciated. Also this stat from Quantum Workplace shows that recognition is positive for employers too. Higher employee engagement typically leads to higher productivity, greater advocacy and greater retention.
- For me, this is so important. When it comes to feedback, an easy thing to do can be to wait for that positive end result before giving someone feedback. I just think that’s wrong. Think of it this way. If you saw someone heading down a path that was likely to have a negative end result, you wouldn’t just stand and watch. You’d try and intervene to prevent any issues from ever occurring.
- Well, some people might just want to watch things burn…
- Anyway, that DC related segue aside… It’s the same for feedback. We need to recognise when someone is exhibiting the right behaviours or intentions that are likely to lead to positive outcomes. This is important for two reasons: Firstly, It will keep them engaged and motivated, and make them feel more appreciated Secondly, when you work in digital you accept that there are a number of variables that can influence or impact success. Sometimes we can do everything right but it might not end in the success we’re hoping for. In those instances, you’ll have someone who has worked hard and taken the right steps but because they haven’t achieved the goal in the end, we wouldn’t give them feedback. We need to be rewarding people’s behaviours & intentions. It might not always end the way that we expect but as long as we’re confirming with people that they’re doing the right thing and showing them that they’re appreciated, the net result will always be greater.
- Here are a few ways you can make recognition as easy as possible. Matterbot - If you use Slack, there’s an app called Matter that allows you to give feedback internally. It has a Feedback Friday feature which really encourages that too. We used Matter but then decided to create our own in-house solution which functions in much the same way Huggg - this is an amazing platform that you can use to purchase things like vouchers or physical products to show your team some appreciation There’s of course the standard monetary rewards (bonuses etc) or even things like team engagement budgets so teams can treat themselves to a free lunch or similar Also, there’s good old fashioned communication. Tell people how much you appreciate them and their work - you’d be surprised at how much that gets valued too Basically, there are so many ways to recognise your teams and it doesn’t always have to cost money (but it’s a nice bonus where you can) .
- And that’s me. I debated keeping this next slide in but the dark thoughts won…
- So, yeah - this framework can make improving team performance a breeze
- And that’s me.
- And that’s me. I hope you enjoyed that and that its given you some actionable things to go and implement. I’ll be around for the next couple of days so please come and find me if you’d like to chat more about this. I’m terribly introverted but would love to meet and chat with as many of you as I can so please help me out!