Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

#1NLab14: Recalibrating Goals

759 views

Published on

Sarah Levine Meyer, Director of Strategy at One North, discusses the importance of recalibrating goals, understanding the necessity of reevaluating and readjusting the goals we set for ourselves as marketers in the ever-changing digital space.

From the 2014 Experience Lab: Reimagine Marketing. To watch a video of this presentation, visit http://bit.ly/1uCjPJj.

Published in: Leadership & Management
  • Be the first to comment

#1NLab14: Recalibrating Goals

  1. 1. RECALIBRATING GOALS Flexible, Adjustable and Achievable
  2. 2. Sarah Levine Meyer @SLevineMeyer
  3. 3. WHAT’S WRONG WITH THE ANNUAL PLAN?
  4. 4. How We Operate Business Objectives Annual Plan Marketing Activities So what’s the problem?
  5. 5. Annual planning sends us down a path to accomplish goals that many times become stale and misaligned with current business needs.
  6. 6. Allow Me to Explain
  7. 7. The challenge involves people getting doused with buckets of ice water on video, posting that video to social media, then nominating others to do the same, all in an effort to raise ALS awareness. Those who refuse to take the challenge are asked to make a donation to the ALS charity of their choice. - ALS Association http://www.alsa.org/news/archive/ice-bucket-challenge.html
  8. 8. or Increase Awareness And challenge your friends
  9. 9. Fewer than 90 days More than 1.2 million Facebook shares More than 2.2 million Twitter mentions
  10. 10. What Now? In many ways, this campaign was working. Increase Awareness ✔ • The plan can’t account for results • Goals need to recalibrated to the current state
  11. 11. August 10 The challenge involves people getting doused with buckets of ice water on video, posting that video to social media, then nominating others to do the same, all in an effort to raise ALS awareness. Those who refuse to take the challenge are asked to make a donation to the ALS charity of their choice. - ALS Association http://www.alsa.org/news/archive/ice-bucket-challenge.html
  12. 12. August 22 The challenge involves people getting doused with buckets of ice water on video, posting that video to social media, then nominating others to do the same, all in an effort to raise ALS awareness. People can either accept the challenge or make a donation to an ALS Charity of their choice, or do both. - ALS Association http://www.alsa.org/news/archive/ice-bucket-challenge.html
  13. 13. A Recalibrated Goal August 10 Accept the challenge or donate. August 22 Accept the challenge, or donate, or do both. Increase Awareness Continue to build awareness, and drive donations
  14. 14. Not Part of the Annual Plan Good problems. • The strategies you employ should change the landscape, and when the landscape changes it’s time to recalibrate your goals. • Revised goals may merit adjustments to your strategies.
  15. 15. Market developments Changed information A landscape shift is essentially something that occurs for which you cannot plan. More data
  16. 16. Ill-Positioned to React to Shifts Business Objectives Annual Plan Marketing Activities
  17. 17. Position to Recalibrate Identify Prioritize Execute Recalibrate Shift in landscape
  18. 18. A SCENARIO
  19. 19. Grow Oil & Gas Industry Presence Hire individuals with oil & gas experience – Have experienced individuals publish weekly newsletter under the firm’s name – Leverage their networks Open an office in Houston Work with PR partner about recommendations for increasing exposure – Events – Presence in industry publications Talk to digital strategy partner about how to best leverage digital – Campaigns to support – Targeted positioning
  20. 20. Execution Generate Awareness • Send newsletters • Host events • Promote on your website • Leaders generate conversation on LinkedIn • Publish regularly in industry publications
  21. 21. It’s Working Analytics There are some newsletter recipients who consistently click through and read your materials Stick with the plan?
  22. 22. Recalibrate • Curate strategically • Targeted events • Personal contact Increase Awareness ✔ Drive Consideration
  23. 23. PLAN TO RECALIBRATE
  24. 24. Identify, Prioritize, Execute… Identify SMART goals Succinct, Measurable, Actionable, Realistic, Time-bound Prioritize Determine which goals are most important Helps organize how your time is spent Aids when more is asked of you than you have time for Execute Tie all strategies and tactics to a goal(s) Ex. Using a goal tree
  25. 25. Goal Tree
  26. 26. Now that you’ve executed…
  27. 27. Not so much.
  28. 28. Position to Recalibrate Anticipate • Expect that the landscape will change - we hope! Pay attention • Ensure you’re measuring against your goals using the metrics you set up when identifying Ask questions • What do I need to do to move towards this goal? • How am I doing against this goal with my current strategy? • Does this goal still make sense? Develop a working team • Responsible for identifying and evaluating the goals • Consider the data that will prove whether you have set the correct goals
  29. 29. Takeaways • Create connectivity between goals and strategies/ tactics in your annual plan • Measure the success of your strategies • Be prepared to recalibrate your strategies (sometimes this is a good thing!) • Don’t assume the timeframe for recalibration
  30. 30. My Advice to You Psychologists tell us that people who make consistent progress toward meaningful goals live happier more satisfied lives than those who don’t. Make sure your goals are consistently meaningful to your business by recalibrating them regularly. http://michaelhyatt.com/goal-setting.html
  31. 31. Thank You!

×