Sprinting Your Way to Bolder Digital Marketing Innovation - Julia Macalaster, Def Method

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Make business-altering changes in just one week with design sprints. This session will walk you through how you can set up your own design sprint, a strategy invented by Google Ventures, to streamline your digital marketing strategy. Harness the power of the sprint to let the best ideas come alive by fast forwarding your development process and quickly getting consumer reactions to your prototype.

Marketing

KEYNOTE
Julia Macalaster@jmacalaster | julia@defmethod.com
HEAD OF STRATEGY & GROWTH,
DEF METHOD
NEW YORK, NY ~ MAY 8 – 9, 2017 | DIGIMARCONEAST.COM
#DigimarconEast
Sprinting Your Way to Bolder
Digital Marketing Innovation

Julia Macalaster
Head of Strategy & Growth at Def Method
@jmacalaster
@defmethodinc
www.defmethod.com

Why Def Method?
STAFF
AUGMENTATION
PROBLEM SOLVING
PRODUCT
DEVELOPMENT

Design Sprint:
A process used to
find bold, innovative
solutions quickly

SOURCE: https://www.pinterest.com/pin/73605775131608243/

Design Sprint:
Big challenge
Quick solution

2
IDEA
PRODUC
T
MEASURE
BUILD
4
SOURCE: The Lean Startup, Eric Ries
1
35DATA
LEARN 6

THE 6 STAGES OFTHE SPRINT
SOURCE: https://www.slideshare.net/br2msi/google-design-sprint
DEFINE DECIDE TEST

THE SPRINT WEEK
Test and learnBuild the test
Decide on
one or several
solutions to
test
Work
individually to
outline
potential
solutions
Decide on a
BIG challenge
to solve
MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY

PREPARATION
Set the Stage forYour Sprint Week

Set the Stage
• Choose a big challenge
• Recruit a sprint team
• Make a deadline
SOURCE: https://library.gv.com/the-product-design-sprint-setting-the-stage-7223a5548b11

DECIDER FACILITATOR TECHDESIGNERMARKETER

THE PREELINE TEAM
CEO TECH LEAD DESIGNERCOOCMO

BUILD A FOUNDATION
• Align on goals
• Gather information
• Ask “why”
• Conduct collective note
taking
• Structure the conversation

TURN PROBLEMS INTO GOALS
HMW
Increase
conversion once
consumers get to
PreeLine.com?
HMW
Get users to
discover new
brands?

BE BOLD
1
LIGHTNING
DEMOS
2 3 4 5
NOTES IDEAS CRAZY 8s
SOLUTION
SKETCH
SOURCE: http://www.gv.com/sprint/

WEDNESDAY
Decide on the Solution(s) to Prototype

DECIDE
• Solution walk-through
• Voting
• Select the prototype(s)
• Storyboard
SOURCE: http://www.gv.com/sprint/

FRIDAY
Test the Prototypes with 5 Consumers

VALIDATE
SOURCE: https://www.youtube.com/watch?v=aWQUSiOZ0x8
• 5 User Interviews
• Learn
• Look for patterns
• Look back at your goals
• Make a plan

PROTOTYPE
SOURCE: https://sprintstories.com/case-study-blue-bottle-sprints-with-gv-f452789b8ecd

“We moved from
thinking of ourselves as
designers to thinking of
ourselves at design
thinkers.”
David Kelly, co-founder Ideo
SOURCE: http://www.createlearnlive.com/blog/2014/7/17/my-favorite-ted-talks-about-creativity-david-kelley

Def Method Sprints
Big Challenges, Quick Solutions

www.defmethod.com
@defmethodinc
@jmacalaster

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This session is designed to get back to the basics and focus on what will really drive traffic to you - your website and content. Join us for a transformative session where we'll redefine how you think about website effectiveness and digital marketing with your content. Discover how to leverage your website as the centrepiece of your marketing strategy, integrating SEO, automation, and content to drive meaningful results. This masterclass will highlight the importance of a well-optimized website and provide actionable strategies to turn your site and social media into a powerhouse for user engagement and conversion. Takeaways: Strategies for enhancing website engagement: Learn how to captivate your audience right from their first click with on-point design and user experience enhancements. Integrating tools for superior results: Unlock the potential of systems and platforms to refine your marketing efforts, freeing up your time to focus on your other priorities. Conversion-Optimized Content Development: Gain insights on creating cross-medium content that does more for you. This session will arm you with the knowledge and tools needed to transform your website into a core asset of your marketing strategy, driving both traffic and conversions.

Foundation First - Why Your Website and Content Matters - David Pisarek

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Let’s be honest. Improvements in search rankings and organic traffic don’t always translate into sales. Yet, you spend the majority of your SEO resources on driving rankings and traffic. What if you built your SEO content with conversion in mind from the beginning? You’d generate more organic traffic that actually converts into revenue! Join 20-year search marketing veteran as he unveils his framework for developing SEO content with conversion in mind every step of the way ‒ from keyword strategy to content development and publication. Takeaways: Tactics and benchmarks for SEO content that converts in 2024 Page layouts and content formats that convert organic traffic Crafting keyword strategy and calls-to-action for conversion

SEO for Revenue, Grow Your Business, Not Just Your Rankings - Dale Bertrand

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually. In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with: • Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes • A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success • Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast

Pillar-Based Marketing Master Class - Ryan Brock

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Scaling your content production and workflow with AI Learn how to work smarter rather than harder to produce high-quality content at scale with the resources you already have. Make your team faster and more productive by incorporating AI-related tools and methodologies into your workflow. In this master class, you will learn about some of the dominant AI tools for research, content development and copywriting and how to use them to expand your capabilities with little to no investment other than time. The presentation will dispel some myths and provide the key steps to get you up and running with AI incorporated into your marketing workflow, whether for yourself or your clients. Key Takeaways: You will learn about the predominant AI tools, their strengths and weaknesses, where and how to use them in your marketing efforts, related best practices, missteps to avoid, and where and how to add automation to scale your ongoing marketing activities.

Generative AI Content Creation - Andrew Jenkins

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Look to the horizon of SEO, starting with effective competitive benchmarking to level-set executives, mitigate escalations, identify algorithm updates, and point to content gaps. Witness how the pioneering trends set by China's e-commerce landscape have been a portend for global SEO. Consider what may come from Generative AI and ultimately Artificial General Intelligence AGI. Key Takeaways: 1. Clear competitive benchmarking 2. Google mirroring Baidu's evolution 3. The advent of personal AI assistants

Navigating the SEO of Tomorrow, Competitive Benchmarking, China as an e-Comme...

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In the dynamic realm of business, marketing and technology, where change is inevitable, the marketing landscape finds itself engulfed in the currents of the AI fear cycle. Fear of loss, apprehension about change, and the threat to established norms create a maelstrom of uncertainty, challenging organizations to navigate (yet another new terrain of transformation) these treacherous waters of transformation. In this session, Kristin Wozniak will get to the heart of this fear cycle, exploring its nuances, implications, and the path forward for marketing departments in the era of AI. Key Takeaways: •Understanding the Fear Cycle: By dissecting the psychological and emotional responses triggered by the advent of AI in marketing, attendees will gain a deeper understanding of the underlying fears that hinder organizational change. Recognizing the fear of loss, anxiety about expertise, and apprehension towards unfamiliarity as key drivers, marketers can better navigate the turbulence of change management. •Embracing Continuous Learning and Adaptation: As AI reshapes traditional roles and processes, the notion of expertise undergoes a fundamental shift. Attendees will learn the importance of fostering a culture of continuous learning and adaptive expertise, wherein executives and marketers embrace uncertainty and prioritize strategic questioning over claiming mastery. This shift in mindset enables organizations to stay agile and responsive in the face of evolving technological landscapes.•Challenging Norms and Fostering Innovation Through Courageous Inquiry: By daring to ask the right questions and challenging entrenched norms, marketers can pave the way for transformative change within their departments. Attendees will be encouraged to confront traditional paradigms, such as the necessity of certain roles like the CMO, the efficacy of RFPs, and the inefficiencies in billing practices. Through courageous inquiry and a willingness to embrace discomfort, organizations can unlock new possibilities, driving innovation and staying ahead of the curve in the marketing department of tomorrow.

Riding the Wave of AI Disruption - Navigating the AI Fear Cycle in Marketing ...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In a world where storytelling happens behind screens instead of around campfires, it’s easy for today’s marketers to lose touch with the powerful way stories can resonate with audiences. Whether you’re tasked with writing to your peers, your partners, your investors, or your customers, this presentation will empower you to more clearly imagine the context of your key readers and produce content that will echo their emotions, speak their language, and leave a lasting impression. Join content marketer, keynote speaker, and best-selling author Ryan Brock for a practical training session, where you’ll learn: • How to utilize market research and tools to gain valuable insight into your most important audiences’ immediate context. • How to use emotional language effectively to build a genuine connection with your audiences in the moment they need you the most. • How to communicate key value propositions from the perspective of your target audience and stick with them long after they’ve stopped reading.

Campfire Stories - Matching Content to Audience Context - Ryan Brock

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

This dynamic keynote by Susan Diaz, the visionary behind PeacefulAIMarketing.com is tailored for small marketing teams (1-10) keen to implement the transformative power of AI into their day to day marketing. Starting from leveraging artificial intelligence as a strategic co-pilot, Susan will guide attendees through creating a foundational level of AI literacy within teams, preparing them to navigate and harness AI's potential confidently. Discover the importance of optimizing workflows before picking tools for automation. Susan will walk through the innovative use case of the custom GPT for podcast pre-production in MyShowrunner.com. Additionally, learn how AI can collapse time, enhancing both work efficiency and personal productivity. This session promises actionable insights for marketing professionals ready to accelerate growth and achieve a 100x impact in their strategies and execution. Join us to transform your marketing team into a powerhouse of innovation and success. Key Takeaways: 1. Empowering Teams with AI Co-Pilot: Discover how integrating AI as a co-pilot in your marketing efforts not only enhances creativity and efficiency but also cultivates a foundational AI literacy among team members. 2. Optimizing Workflows Before Automation: Learn the critical step of mapping and understanding your workflows before jumping into automation. 3. Collapsing Time with AI: Explore the transformative potential of AI to collapse time, both in professional settings and personal efficiency. And then start thinking about how to use your saved time to solve big, hairy problems using your core skills.

The 100x Factor Growth with AI - Susan Diaz

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

A.I. and The Social Media Shift - Mohit Rajhans

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Leverage generative AI to further creativity and productivity in every marketing setting.Come learn how anyone — 🎨 graphic and 🖊️ copy consultants to CEOs — can Supercharge Creativity with Enterprise-Worthy Generative AI by designing AI systems to power their originality and 10x output. Key Takeaways: Learn new workflows and tools to leverage in marketing initiatives to be more creative — faster, better, and with further reach.Add meaningful video concepts to marketing initiatives and walk away with products and workflowsLearn the Man of the World Media Method for brand creation

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Sprinting Your Way to Bolder Digital Marketing Innovation - Julia Macalaster, Def Method

1. KEYNOTE Julia Macalaster@jmacalaster | julia@defmethod.com HEAD OF STRATEGY & GROWTH, DEF METHOD NEW YORK, NY ~ MAY 8 – 9, 2017 | DIGIMARCONEAST.COM #DigimarconEast Sprinting Your Way to Bolder Digital Marketing Innovation

2. Julia Macalaster Head of Strategy & Growth at Def Method @jmacalaster @defmethodinc www.defmethod.com

3. Why Def Method? STAFF AUGMENTATION PROBLEM SOLVING PRODUCT DEVELOPMENT

5. Design Sprint: A process used to find bold, innovative solutions quickly

6. SOURCE: https://www.pinterest.com/pin/73605775131608243/

10.

11. Design Sprint: Big challenge Quick solution

12.

13. $$$$ $$$$ $$$$$ $ $ $$$$$

14. 2 IDEA PRODUC T MEASURE BUILD 4 SOURCE: The Lean Startup, Eric Ries 1 35DATA LEARN 6

15. THE 6 STAGES OFTHE SPRINT SOURCE: https://www.slideshare.net/br2msi/google-design-sprint DEFINE DECIDE TEST

16. THE SPRINT WEEK Test and learnBuild the test Decide on one or several solutions to test Work individually to outline potential solutions Decide on a BIG challenge to solve MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY

17. PREPARATION Set the Stage forYour Sprint Week

18. Set the Stage • Choose a big challenge • Recruit a sprint team • Make a deadline SOURCE: https://library.gv.com/the-product-design-sprint-setting-the-stage-7223a5548b11

19. DECIDER FACILITATOR TECHDESIGNERMARKETER

20. THE PREELINE TEAM CEO TECH LEAD DESIGNERCOOCMO

21. MONDAY Build a Foundation

22. BUILD A FOUNDATION • Align on goals • Gather information • Ask “why” • Conduct collective note taking • Structure the conversation

23. CASE STUDY

24. TURN PROBLEMS INTO GOALS HMW Increase conversion once consumers get to PreeLine.com? HMW Get users to discover new brands?

25. TUESDAY Envision Potential Solutions

26. BE BOLD 1 LIGHTNING DEMOS 2 3 4 5 NOTES IDEAS CRAZY 8s SOLUTION SKETCH SOURCE: http://www.gv.com/sprint/

27. WEDNESDAY Decide on the Solution(s) to Prototype

28. DECIDE • Solution walk-through • Voting • Select the prototype(s) • Storyboard SOURCE: http://www.gv.com/sprint/

29. THURSDAY Build the Prototype(s)

30. #1

31. # 2

32. # 3

33. FRIDAY Test the Prototypes with 5 Consumers

34. VALIDATE SOURCE: https://www.youtube.com/watch?v=aWQUSiOZ0x8 • 5 User Interviews • Learn • Look for patterns • Look back at your goals • Make a plan

35. PROTOTYPE SOURCE: https://sprintstories.com/case-study-blue-bottle-sprints-with-gv-f452789b8ecd

36.

37. “We moved from thinking of ourselves as designers to thinking of ourselves at design thinkers.” David Kelly, co-founder Ideo SOURCE: http://www.createlearnlive.com/blog/2014/7/17/my-favorite-ted-talks-about-creativity-david-kelley

38. Def Method Sprints Big Challenges, Quick Solutions

39. www.defmethod.com @defmethodinc @jmacalaster

Editor's Notes

Speaker Cover Slide
Keep moving forward Build a strong foundation Add in sub-bullets for the sprint team makeup
We think that sprints make sense as the kick-off or burst for a new kickoff or launch of a new feature or product, but they’re not meant to be the way that you should work all the time. There are plenty of processes that look at how to optimize our process of working throughout the work week to be more efficient, the sprint is addressing a bit more of a solution of the solve to the big hairy awesome scary problem and less about solving the fact that every day you feel like you spend too much time reading emails (a problem in and of itself, but one that sprint doesn’t address). When starting out with your new initiative or marketing plan you may end up doing several sprints all in a row. For example, you may start with the typical 5-day sprint, but then come back to the table and do two more shorter 3-day sprints to dig into new opportunities that became apparent from the past sprint.
Keep moving forward Build a strong foundation
Keep moving forward Build a strong foundation
Keep moving forward Build a strong foundation
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Sprinting Your Way to Bolder Digital Marketing Innovation - Julia Macalaster, Def Method

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Editor's Notes