SMX - Agile Marketing - Dec 13, 2012© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Global team delivering Organic & Site Search                                                                              ...
"Business has only two  basic functions: marketing  and innovation.“ – Peter  Drucker© 2012 Adobe Systems Incorporated. Al...
Learning Organizations  Agile                                                                               http://agilem...
2nd Law of Thermodynamics  Over time, all systems naturally move toward chaos.© 2012 Adobe Systems Incorporated. All Right...
Optimize team focus to SEO signals                      SEO Algorithm                                           Team Prior...
Challenging of adapting quickly                                         Adapt to                                          ...
Common Pain Points in Organizations                                                                              Don’t kno...
Agile is a proven & repeatable process over 12 years                                                                      ...
Maturity model for Agile Marketing adoption                                          Modified Agile                       ...
Our Basic Methodology  Twice-weekly “stand up” meetings                                            Benefits    1. what you...
#1: Quarterly Project Planning (Be Agile or Be Tactical)CHALLENGE    200+ major projects on the SEO team’s project list  ...
#2: Domain Migration (Be Agile or Be Overwhelmed)CHALLENGE    Executive Directive    Migrate 15 Acquired-Company Domains...
#3: Product Launch Planning (Be Agile or Be Behind)CHALLENGE    Product Launch    73 unique SEO projectsSOLUTION        ...
Project Planning using AtTask© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.   15
Watch out for…  Perfection or over-complicating             It doesn’t have to be perfect, it just has to get started    ...
Meet someone new                                                                              1 minute each               ...
Resources  http://www.slideshare.net/jcolman/agile-marketing-4-principles-and-13-hacks-  seomoz-mozcon-2012  http://chiefm...
White Paper – Valtech & Adobe                                                                              Principles of A...
Key Takeaways                                                 Commit to overcome                                          ...
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Thank you!       Dave Lloyd                                                                                   @davelloyd1 ...
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Agile Marketing for SEO - SMX West 2013 - Dave Lloyd, Adobe

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Slides from SMX West presentation. Covers in-house SEO, project management, Agile methodology, maturity model for Agile adoption, and how to execute on Agile internally. Follow me at @davelloyd1

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Agile Marketing for SEO - SMX West 2013 - Dave Lloyd, Adobe

  1. 1. SMX - Agile Marketing - Dec 13, 2012© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  2. 2. Global team delivering Organic & Site Search strategies for all Adobe products Team charter • Deliver industry best practices • Drive KPI-focused results • Align with Marketing Cloud product teams Dave Lloyd @davelloyd1 Senior Manager, Global Search Marketing© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
  3. 3. "Business has only two basic functions: marketing and innovation.“ – Peter Drucker© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
  4. 4. Learning Organizations  Agile http://agilemanifesto.org/principles.html (2001)“The only sustainable competitiveadvantage is your organization’sability to learn faster than thecompetition.” Peter Senge, TheFifth Discipline, 1990 2004 © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
  5. 5. 2nd Law of Thermodynamics Over time, all systems naturally move toward chaos.© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
  6. 6. Optimize team focus to SEO signals SEO Algorithm Team Priorities© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  7. 7. Challenging of adapting quickly Adapt to Adapt withPenguin Authorship Big Data Countless Plug-InsPanda Knowledge Graph Adobe Analytics SEO Dashboards (BrightEdge,Schema.org Canonical Google Analytics Conductor, Covario,Google+ Not Provided SEOMoz Search Metrics)Href Alt Lang Digital Customers Majestic ScreamingFrog Adapt how Smarter thinking More resources Learning faster© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
  8. 8. Common Pain Points in Organizations Don’t know the strategy Not improving Not moving fast efficiency enough Not aligned and on the same page© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
  9. 9. Agile is a proven & repeatable process over 12 years Being Customer Centric INSPIRES Product Vision & Sustainable Project Plan Sprint Learnings & Quick Fixes Immediate Gratification Project Plan REQUIRES Customer Feedback Agile-aligned Lean INFORM next Sprint Limit Big Problems Teams deliverables Always be WIPing Teams EXECUTE & ITERATE on simple, short, and incremental Sprints (2 weeks)© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
  10. 10. Maturity model for Agile Marketing adoption Modified Agile Agile Methodology + Scrum • Weekly Scrum meetings • Full stakeholder alignment • Consistent Sprints • ScrumMaster leads daily stand-ups • Shared accountability • Customer feedback loop • Optional daily stand-ups • Optional user stories Basic Project Management Integrated Project Management • Clear goals • Shared ownership & KPIs • Defined owners • Regular meetings • Agreed on deliverable dates • Getting Things Done mentality between groups Stakeholder CommitmentLoose Firm© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
  11. 11. Our Basic Methodology Twice-weekly “stand up” meetings Benefits 1. what you did? • Adaptable 2. what you’re doing? • Collaborative 3. challenges? • Accountable • Organized • Celebrate Quick Wins Weekly© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  12. 12. #1: Quarterly Project Planning (Be Agile or Be Tactical)CHALLENGE  200+ major projects on the SEO team’s project list  Difficult to determine which projects are a priority  High task & people dependency  Multiple tools being used to manage projects within the same teamSOLUTION  Quarterly half-day planning meetings – to prioritize projects  Weekly Sprint planning meetings – to discuss tasks completed, next steps, obstacles  Standardized project templates for large SEO projects  Usage of project management tools (i.e. Acrobat.com, AtTask)BENEFITS  Completed 183 projects based on Revenue Impact & Team Priority  Easier to justify project priority with Stakeholders  Management insight into timeline & resource management  Quicker project planning – due to standardized project planning templates & tools© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12
  13. 13. #2: Domain Migration (Be Agile or Be Overwhelmed)CHALLENGE  Executive Directive  Migrate 15 Acquired-Company Domains  6 MonthsSOLUTION  Dedicated cross-functional team  Sprints every 2 weeks  Continued learning & agility  Used shared real-time platform (Acrobat.com)BENEFITS  Every SEO best practice incorporated  Aligned to CEO & CMO vision  On time & under budget© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13
  14. 14. #3: Product Launch Planning (Be Agile or Be Behind)CHALLENGE  Product Launch  73 unique SEO projectsSOLUTION  List and categorize all projects  Prioritize projects (each team member prioritizes by assigning a 1, 2, or 3)  Revenue Impact (each team member has input into each project – High, Med, Low)  Impact (each team member categorizes each project by Impact – High, Med, Low)  Each project categorized by size (i.e. XL, L, M, S)  Assign Owners & Completion Date to each project  Highest prioritized projects are transferred into smaller project plans. These are broken into tasks that are reviewed in weekly sprint planning meetingsBENEFITS  Hyper-responsive to frequent content updates & review cycles  Excellent results aligned to BU goals  Retrospective/Post-Mortem – what worked, what didn’t, what’s applicable to future© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
  15. 15. Project Planning using AtTask© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
  16. 16. Watch out for… Perfection or over-complicating  It doesn’t have to be perfect, it just has to get started  Be sophisticated with recommendations. Execute on doable tasks DO NOT boil the organizational ocean  Execute first on your team – stakeholder alignment is not critical at first Ineffective process  Must have: 1. Weekly Scrum meeting & 2. Projects have a 2 week deadline  Daily stand-up - critical for complete visibility, not always realistic Constant sprinting without a pause every 2 weeks  Otherwise the pace is not sustainable Scope creep  New requests & requirements added to the bottom of the queue for reconsideration© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
  17. 17. Meet someone new 1 minute each 2 minutes What’s keeping you from using Agile in your org? End© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  18. 18. Resources http://www.slideshare.net/jcolman/agile-marketing-4-principles-and-13-hacks- seomoz-mozcon-2012 http://chiefmartec.com/2012/06/everything-is-marketing-everyone-must-be- agile/ http://blogs.gartner.com/jake-sorofman/is-agile-the-last-remaining- competitive-advantage/ http://blogs.gartner.com/jake-sorofman/agile-isnt-just-for-geeks-anymore/ http://searchengineland.com/have-you-adopted-agile-marketing-yet-2-127247 http://www.customerthink.com/blog/everything_is_marketing_everyone_must _be_agile© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18
  19. 19. White Paper – Valtech & Adobe Principles of Agile apply to any discipline that operates in conditions of complexity, uncertainty and change. 5 years from now, Agile will broadly influence Marketing departments http://www.valtech.com/agile-marketing-new-imperative© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  20. 20. Key Takeaways Commit to overcome Entropy of your projects Innovate & start on yourself first with Agile principles - then immediate team Carve out time with team to generate a thorough shared project list Filter on Team-driven AND Revenue- focused priorities© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20
  21. 21. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  22. 22. Thank you! Dave Lloyd @davelloyd1 slideshare.net/dalloyd Senior Manager, Global Search Marketing© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22
  23. 23. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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