Agile Marketing: How To Do it, and Do It
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A presentation I gave at the 2nd UnSummit in St. Paul, Summer 2011 on Agile Marketing + Lean Planning, using our work with the Flip Camera as a case study. This includes a short workshop exercise at the end.
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Agile Marketing: How To Do it, and Do It
- 1. AGILE MARKETING ROHN JAY MILLER rohnjay@native-instinct.com UN SUMMIT 2 MAY 2011
- 2. ROHN JAY MILLER NATIVE INSTINCT
- 3. WAS $199 NOW $129!
- 4. WE LIVE IN BETWEEN TIMES RECENT PAST NEAR FUTURE Big Bang Launch Static Content Long media lead times One size fits all Broadcasting Monolithic Ratings Iterative evolution Rich applications Real-time Personalized Interactive Mobile Big Data
- 5. CAMPAIGNS VS. PLATFORMS Linear Reach + Frequency Demographics Regional Broadcast flights Brand or Direct Iterative Engaged + Personal Behavioral Tribes + Hyper-local Continuous Improvement Reputation + transaction
- 6. Thanks to:
- 9. Lean Continuous improvement –Kaizan Rapid prototyping + testing hypothesis Minimum *desirable* product Customer engagement (and obsession) Metrics driven—what is the goal? Learn fast—don’t fail fast
- 10. Lean Start-ups Continuous customer interaction Revenue goals from day one No scaling until revenue Assume customer + features are *unknowns* Low burn rate by design, not crisis Credit: Farrah Bostic, How to Do Lean Planning http://www.slideshare.net/flbostic/how-to-do-lean-planning
- 11. The 2008 campaign of Barack Obama was a great example of Lean + Agile. The vision was “Change We Can Believe In,” and the ability of the Obama campaign to adapt to market conditions while remaining authentically true to their vision was what made him President. Well….that, and the Internet…
- 12. WHAT DOES THIS MEAN? Drive + measure customer engagement Use Agile in flexible channels Projects work better at first Be aware of legacy process—fight or flow One meeting to listen + decide X-department / skill set teams succeed Trust is a strength, mistrust a barrier
- 13. “Plans are nothing, planning is everything.” Dwight D. Eisenhower
- 14. VISION STATEMENT
- 15. NOW WHAT? RESEARCH? (my answer: get out of the building! fast!)
- 16. GOOD CAREFUL, THESE CAN BE GREAT—OR GREAT TRAPS LOOK HERE FIRST FAST SLOW USE WORDPRESS AND HIRE ME AVOID THESE BAD POSSIBLE WEBSITE IDEAS
- 17. STORIES Whois doing what for why?
- 18. CASE study The Flip Camera + Native Instinct
- 19. When we began working with Pure Digital on the Flip Camera the intended audience was parents of kids under 5. It would be a camera that would be easy to carry and use, and easy to upload.
- 20. But then it took off. All kinds of people began buying the Flip. Parents. College students. Bloggers. Butchers. Bakers. We began expanding communications into social media. Today the Flip camera has more “likes” on Facebook than Cisco.
- 21. We kept iterating with Pure Digital. The rise of the Flip was in symbiosis with the growth of You Tube. Native Instinct wrote the software for the “one-click upload” to You Tube. Is this marketing or product? Agile melds product and marketing, sez I.
- 22. We wanted to give people a place where the could put their family videos and invite only certain people to see. So we designed and build FlipShare.
- 23. We built an e-commerce site for the Flip in Drupal. 2 Million cameras in 2 years. Then we figured out how to allow people to put their own design on a Flip Camera, which made it their Flip. This also helped Pure Digital’s profit margins, since you could only get this on the e-commerce site.
- 24. The site was re-designed to account for different types of buyers based not on demographics—that wasn’t significant as it turned out—but instead based on behaviors. What role did the Flip play in helping you use video?
- 25. Pure Digital brought to market new lines of the Flip, which met different needs. We showed how each one fit into that customer’s story, which was a concept from Agile.
- 26. exercise Minneapolis Bike System
- 28. EXERCIZE The City of Minneapolis has started a bike rental program called NICE RIDE MN Bikes can be rented for $5 a day / $4.50 for 90 minutes, annually + annual student discount The City wants the program to be self-funding and perhaps return enough profit to expand
- 29. EXERCIZE What are the hypothesis? How do we research them? What are the stories? What could our vision statement be? Given that, what would we build first? How would we build it? Who would do what?
- 30. THANK YOU ROHNJAY@NATIVE-INSTINCT.COM @ROHNJAYMILLER +1 (612) 749-0803 400 S. 4th Street, Suite 401-110 Minneapolis, MN 55403 USA
Editor's Notes
- On Demand, Real-Time Opt-In Ala Carte World
- Lean UX is another idea---Get to work on the actual experience, rather than deliverables. Focus on building the real customer experience.
- Joe Rospars. Asked “why are you for Barack Obama.” Thirty stories—everybody got aligned and then did what they could. You assumed people were committed, smart, and had good manners.
- Online, Email and Direct Mail get quick responses and benefit from Agile more. Course correction from metrics and feedback needs to be the common goal. Problem with old process is it allows less talented people to check boxes. They can’t be found out as easily. But with Agile, work ethic and personal ethics come to the front fast.Legacy process sometimes can’t be fought. Regulated industries like finance or healthcare—we work with Wells Fargo and we just understand the ELR review is thereIt’s good with projects where “we don’t know what we don’t know.”
- STORIES
- How would we organize