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Really Efficient
Marketing
Presenter:
Date:
Location:
Jose Truchado
October 4th, 2013
Kiev
Teams
1. Currently leading the SEO team at Expedia
2. Entrepreneur with more than 15 years of experience in
developing internet projects
3. I’ve started 10 internet projects/companies
4. Worked with companies such as Expedia, Thomas
Cook, Delta Airlines, Travers Smith, Eurostar, etc
5. Managed more than 150 people throughout my career
6. Built my first website in 1996
7. Published my first book about Online Marketing in
1998 (in Spanish)
8. Still remember when the Search Engine battle had
several major players
9. I’m an ENTP (you’ll find out later what this means)
“My passion is to develop efficient
teams that can maximize the company’s
investment in marketing channels
through INNOVATION and
COLLABORATION”
Who am I?
☀
Twitter: @TruchadoSEO
http://about.me/Truchado
Twitter: @TruchadoSEO
http://about.me/Truchado
presentation
Whatwillyougetfromthis
“Hopefully a few notes and tips
that will allow you to not only
improve the efficiency of
your marketing initiatives but
also yours and your team’s self
fulfillment feeling by
knowing how they operate and
what their preferences are”
Richard Rogers
BackToBasics
Get back to the core
of digital
marketing
effectiveness by
focusing on the
consumerFirst think who you are selling to, by knowing your target public
and what they do you’ll be able to create better targeted
marketing campaigns. Don’t limit yourself by the pre-defined
structure of your team, and be swift in change of that structure
according to the needs of your audience.
Working in silos
Organizationalstructure
“Online is a
fast moving
and constantly
changing
world, but we
work in stiff and
constrained
organizational
structures that
nobody seems to
want to change”
Challenges
Thepowerofteamwork
Working in a silo structure is
frustrating and slow
vision
Organizational silos don't just appear
spontaneously. They're created by a mix of
mindset, culture, and process factors that
many associations share.
 Working in silos make any cross-platform ideas too far fetched as they involve
far too many stakeholders to get off the ground
 Opportunities are missed when information is not shared or it’s lost in processes
 People in teams can’t be developed to their full potential if they are limited in
things they can do within a content marketing strategy
 SEO, PPC, Social Media, Email, PR… what do they mean other than marketing
initiatives for brand positioning and customer acquisition.
0504030201
passion
creativeWorkingasaSilo,
whyshouldn'twe?
An efficient team believes in the
power of strategic design thinking
coupled with hands on execution and is
not limited by structures or processes
 Think of overlapping actions as opportunities for efficient initiatives: i.e.
Blogger outreach helps both PR and SEO
Integrated Marketing teams
Thepowerofteamwork
“Whether you work in a small or large
organization you must facilitate the
communication across marketing teams to
achieve better and more powerful results”
How I feelWhen PR people place a press release
in a blog without links and without
talking to us first.
What I do
Thisis
When the PPC is bidding on branded
keywords where no other competitor is
bidding
Why can’t we seem to
Work together efficiently
How do we do that?
Improvecommunication
Knowing your team
Thepowerof
“I realised I didn’t know my team
beyond the set of skills for which I
hired them, but are they happy doing
what they are doing? Am I maximising
their presence in my team?”
Know your team!
2
3
4
1
Guardians
Project Management & Risk assessment
Artisans
Design & Build
Rationals
Facts & Figures
Idealists
Ideas, Vision
By knowing your team
members’ skills and
preferences you will be able to
distribute tasks more
efficiently
DavidKeirsey’sTemperaments
Know your team!
2
3
4
1
Guardians
Loyal,...patient...true, and unafraid
Artisans
Resourceful...with a certain disregard for rules,'
Rationals
Ready mind
wit and learning.
Idealist
Willing to fight for
what is 'right and
good.'
Each house at Hogwarts has its
own noble history and its own
unique character -- almost exactly
fitting the four temperaments
DavidKeirsey’sTemperaments
Know your team!
Guardians
Artisans
Rationals
Idealist
Each department represents the
brand in an unique way, using
different strategies to ultimately
achieve a similar goal of acquiring
new customers/users/visitors and
spread the name of the brand.
SEO
DavidKeirsey’sTemperaments
SOCIAL
PPC
PR
Myers Briggs
Tools
The Myers-Briggs Type Indicator is an
instrument designed to evaluate people and
provide descriptive profiles of their personality
types. It's the most popular and widely used
personality-assessment tool of its kind in the
world, being administered annually to
individuals, including to employees of most
Fortune 500 companies
Extraverted people like interacting
with others, they get energized by
external signals, they like debating
and initiating conversations while
Introverted people need to analyse
information inside their heads before
sharing their thoughts with
others, they will look for that space
to go back inside their heads
ExtrovertionI
ntrovertion
Sensing people focus on what’s real
and tangible, they will be able to
look at a project and easily find
inconsistencies and. Intuitive people
connect dots to form ideas, they
clearly see the future and what they
want it to be.
Sensing
iNtuition
Thinking people are moved by logic,
in a marketing project they will be
able to define paths and what’s
needed to achieve a goal. Feeling
people are able to connect with
others and empathise with the client
or user to understand what they
need.
Thinking
Feeling
Judging people will give a structure
to any project or initiative they can
easily set the milestones and
timeline of a project. Perceiving
people are able to adapt to the
unexpected, they are energised with
last minute pressures.
Judging
Perceiving
Myers Briggs
Thefourdimensionsof
ENTP
Iaman
I don’t like
Asan ENTP
“Make me look at spreadsheets for days
and you’ll get the worst out of me”
Different skills
Thepower
By taking advantage of the different personality
characteristics of your team, you will undoubtedly
drive them to success
I’vegotan
What do we do with it?
PR is looking at brand expansion
and is trying to locate and
collaborate with influencers that will
advocate for the brand, in order to
do so PR is organising activities with
a selected group of bloggers that is
getting some attention from the
media.
SEO is trying to cover a niche in the
market for which they have created
a new set of optimised landing
pages. They are doing blogger’s
outreach as part of their link
building initiatives. One of the things
they are offering bloggers is a new
and very interesting infographic
PPC team is looking at expanding
their campaign and improve their
efficiency, for which they need to
find a niche and create a set of
well optimised landing pages.
Email Marketing team is looking for
new interesting content that can
be included in the
newsletters, something that is not
the same old deals list, something
that engages the consumer into
getting used to opening the
newsletter and interacting with it.
PR
Contacts
Bloggers
SEO is doing
blogger
outreach
PPC Needs
new landing
pages
Email needs
interesting
content
Who needs who in the process
Savingontimeandeffort
Once you go back to thinking
about what the client
needs, your content ideas will
come naturally to you
ideas
The needs of your area of the
business will most likely be
shared by other areas
communicate
Have brainstorming
sessions, think big before
limiting yourself by what
surrounds you
innovate
Put your client/user hat on
and think how you would
react to your idea
think
If you produce content that
can be used by several areas
of the business, suddenly the
ROI will be much greater
unify
BE BOLD, make sure that
your ideas are not slowed
down by internal rules and
processes
launch
Content
Theverythingthatunifyusis
ideas
Thepowerof
After listening closely to everyone’s
needs, use the knowledge and
experience of the teams to carefully craft
a strategy that'll benefit all teams and
where all teams participate.
01. Allocate tasks and milestones according
to the teams’ skills and capabilities and
have regular brainstorming & reporting
sessions
02. Measure results across the board and in
individual teams and apply learnings to
make the project scalable
03.
common strategy development result
the team
Thepowerofteamwork
It’s no longer about being the SEO
team, but part of the team that drives
the ideas, the content, and ultimately
the visitors and transactions.
How I feel now
Thisis
remember
Thingsto
There is no reason to attract users to
your site if you are not delivering the
content they need. Think of your users
and think how your team can serve their
needs best
01. If you don’t know the skillset that your
team members can bring to your projects
you will encounter unnecessary
barriers, difficulties and duplicated work.
02.
Have brainstorming session with other
teams, see how you can help each other,
be aware of your common needs and
resources. If you do this your projects will
be more successful
03.
Thinkofyouruserfirst Knowyourteam Integrate&Communicate
contact
Keepintouch
SocialMedia
ContactInfo
Email: jose@truchado.com
Web: www.about.me/truchado


http://uk.linkedin.com/in/josetruchado/
Twitter: @TruchadoSEO

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Efficient Integrated Marketing Teams

  • 2. 1. Currently leading the SEO team at Expedia 2. Entrepreneur with more than 15 years of experience in developing internet projects 3. I’ve started 10 internet projects/companies 4. Worked with companies such as Expedia, Thomas Cook, Delta Airlines, Travers Smith, Eurostar, etc 5. Managed more than 150 people throughout my career 6. Built my first website in 1996 7. Published my first book about Online Marketing in 1998 (in Spanish) 8. Still remember when the Search Engine battle had several major players 9. I’m an ENTP (you’ll find out later what this means) “My passion is to develop efficient teams that can maximize the company’s investment in marketing channels through INNOVATION and COLLABORATION” Who am I? ☀ Twitter: @TruchadoSEO http://about.me/Truchado Twitter: @TruchadoSEO http://about.me/Truchado
  • 3. presentation Whatwillyougetfromthis “Hopefully a few notes and tips that will allow you to not only improve the efficiency of your marketing initiatives but also yours and your team’s self fulfillment feeling by knowing how they operate and what their preferences are” Richard Rogers
  • 4. BackToBasics Get back to the core of digital marketing effectiveness by focusing on the consumerFirst think who you are selling to, by knowing your target public and what they do you’ll be able to create better targeted marketing campaigns. Don’t limit yourself by the pre-defined structure of your team, and be swift in change of that structure according to the needs of your audience.
  • 5. Working in silos Organizationalstructure “Online is a fast moving and constantly changing world, but we work in stiff and constrained organizational structures that nobody seems to want to change”
  • 6. Challenges Thepowerofteamwork Working in a silo structure is frustrating and slow
  • 7. vision Organizational silos don't just appear spontaneously. They're created by a mix of mindset, culture, and process factors that many associations share.  Working in silos make any cross-platform ideas too far fetched as they involve far too many stakeholders to get off the ground  Opportunities are missed when information is not shared or it’s lost in processes  People in teams can’t be developed to their full potential if they are limited in things they can do within a content marketing strategy  SEO, PPC, Social Media, Email, PR… what do they mean other than marketing initiatives for brand positioning and customer acquisition. 0504030201 passion creativeWorkingasaSilo, whyshouldn'twe? An efficient team believes in the power of strategic design thinking coupled with hands on execution and is not limited by structures or processes  Think of overlapping actions as opportunities for efficient initiatives: i.e. Blogger outreach helps both PR and SEO
  • 8. Integrated Marketing teams Thepowerofteamwork “Whether you work in a small or large organization you must facilitate the communication across marketing teams to achieve better and more powerful results”
  • 9. How I feelWhen PR people place a press release in a blog without links and without talking to us first.
  • 10. What I do Thisis When the PPC is bidding on branded keywords where no other competitor is bidding
  • 11. Why can’t we seem to Work together efficiently
  • 12. How do we do that? Improvecommunication
  • 13. Knowing your team Thepowerof “I realised I didn’t know my team beyond the set of skills for which I hired them, but are they happy doing what they are doing? Am I maximising their presence in my team?”
  • 14. Know your team! 2 3 4 1 Guardians Project Management & Risk assessment Artisans Design & Build Rationals Facts & Figures Idealists Ideas, Vision By knowing your team members’ skills and preferences you will be able to distribute tasks more efficiently DavidKeirsey’sTemperaments
  • 15. Know your team! 2 3 4 1 Guardians Loyal,...patient...true, and unafraid Artisans Resourceful...with a certain disregard for rules,' Rationals Ready mind wit and learning. Idealist Willing to fight for what is 'right and good.' Each house at Hogwarts has its own noble history and its own unique character -- almost exactly fitting the four temperaments DavidKeirsey’sTemperaments
  • 16. Know your team! Guardians Artisans Rationals Idealist Each department represents the brand in an unique way, using different strategies to ultimately achieve a similar goal of acquiring new customers/users/visitors and spread the name of the brand. SEO DavidKeirsey’sTemperaments SOCIAL PPC PR
  • 17. Myers Briggs Tools The Myers-Briggs Type Indicator is an instrument designed to evaluate people and provide descriptive profiles of their personality types. It's the most popular and widely used personality-assessment tool of its kind in the world, being administered annually to individuals, including to employees of most Fortune 500 companies
  • 18. Extraverted people like interacting with others, they get energized by external signals, they like debating and initiating conversations while Introverted people need to analyse information inside their heads before sharing their thoughts with others, they will look for that space to go back inside their heads ExtrovertionI ntrovertion Sensing people focus on what’s real and tangible, they will be able to look at a project and easily find inconsistencies and. Intuitive people connect dots to form ideas, they clearly see the future and what they want it to be. Sensing iNtuition Thinking people are moved by logic, in a marketing project they will be able to define paths and what’s needed to achieve a goal. Feeling people are able to connect with others and empathise with the client or user to understand what they need. Thinking Feeling Judging people will give a structure to any project or initiative they can easily set the milestones and timeline of a project. Perceiving people are able to adapt to the unexpected, they are energised with last minute pressures. Judging Perceiving Myers Briggs Thefourdimensionsof
  • 20. I don’t like Asan ENTP “Make me look at spreadsheets for days and you’ll get the worst out of me”
  • 21. Different skills Thepower By taking advantage of the different personality characteristics of your team, you will undoubtedly drive them to success
  • 22. I’vegotan What do we do with it?
  • 23. PR is looking at brand expansion and is trying to locate and collaborate with influencers that will advocate for the brand, in order to do so PR is organising activities with a selected group of bloggers that is getting some attention from the media. SEO is trying to cover a niche in the market for which they have created a new set of optimised landing pages. They are doing blogger’s outreach as part of their link building initiatives. One of the things they are offering bloggers is a new and very interesting infographic PPC team is looking at expanding their campaign and improve their efficiency, for which they need to find a niche and create a set of well optimised landing pages. Email Marketing team is looking for new interesting content that can be included in the newsletters, something that is not the same old deals list, something that engages the consumer into getting used to opening the newsletter and interacting with it. PR Contacts Bloggers SEO is doing blogger outreach PPC Needs new landing pages Email needs interesting content Who needs who in the process Savingontimeandeffort
  • 24. Once you go back to thinking about what the client needs, your content ideas will come naturally to you ideas The needs of your area of the business will most likely be shared by other areas communicate Have brainstorming sessions, think big before limiting yourself by what surrounds you innovate Put your client/user hat on and think how you would react to your idea think If you produce content that can be used by several areas of the business, suddenly the ROI will be much greater unify BE BOLD, make sure that your ideas are not slowed down by internal rules and processes launch Content Theverythingthatunifyusis
  • 25. ideas Thepowerof After listening closely to everyone’s needs, use the knowledge and experience of the teams to carefully craft a strategy that'll benefit all teams and where all teams participate. 01. Allocate tasks and milestones according to the teams’ skills and capabilities and have regular brainstorming & reporting sessions 02. Measure results across the board and in individual teams and apply learnings to make the project scalable 03. common strategy development result
  • 26. the team Thepowerofteamwork It’s no longer about being the SEO team, but part of the team that drives the ideas, the content, and ultimately the visitors and transactions.
  • 27. How I feel now Thisis
  • 28. remember Thingsto There is no reason to attract users to your site if you are not delivering the content they need. Think of your users and think how your team can serve their needs best 01. If you don’t know the skillset that your team members can bring to your projects you will encounter unnecessary barriers, difficulties and duplicated work. 02. Have brainstorming session with other teams, see how you can help each other, be aware of your common needs and resources. If you do this your projects will be more successful 03. Thinkofyouruserfirst Knowyourteam Integrate&Communicate

Editor's Notes

  1. Download link here: http://www.flickr.com/photos/cubagallery/3540475536/sizes/o/in/photostream/
  2. Download link here: http://www.flickr.com/photos/cubagallery/3540475536/sizes/o/in/photostream/
  3. Download link here: http://www.flickr.com/photos/cubagallery/3540475536/sizes/o/in/photostream/
  4. What do we have in common with the other teams
  5. Download link here: http://www.flickr.com/photos/cubagallery/3540475536/sizes/o/in/photostream/