This document discusses four insights that can increase marketing agility. The insights are: 1) Define the project management role. 2) Implement an adaptive process. 3) Have marketing own the project management function. 4) Automate marketing processes to streamline approvals and execution. The document uses examples from Oreo's successful tweet during the 2013 Super Bowl blackout to illustrate how being agile allowed them to capitalize quickly on events.

1. The Four Insights Proven to Increase
Marketing Agility

2. @shherrin
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3. WHAT DOES IT MATTER TO DAM?

4. EVOLUTION OF CUSTOMER INTERACTIONS
Events
Direct Fax
Direct Mail
Telephone
<1980 1990 2000 2005 2014
TV
Radio
Print
Display
IM
Email
Cable TV
Website
Search
Online Display
+
+ Online Video
Webinars
Affiliate
Marketing
+
Blogs
RSS
Mobile
Email
SMS+
+ Podcasts
Contextual
Wikis
Social Networks
Mobile Web
Apps/Push
Notifications
Group Texting
Social DM
Voice Marketing+
+ Behavioral Targeting
Virtual Worlds
Video Networks
Twitter
Facebook
Mobile Apps
Geolocation/Geofencing
Content Marketing
Ratings/Reviews
@shherrin
Paid Search
Landing Pages
Microsites+

5. @shherrin

6. WHAT THE MARKETING PROCESS FEELS LIKE
Cross-Over
Opinions
Visibility
Data?
@shherrin

7. The marketer’s
job?
@shherrin

8. GSDwithout sacrificing quality
@shherrin

9. WHEN YOU DO NOT ADJUST - YOUR CUSTOMERS REACT
@shherrin

10. WAS THIS IN THE PLAN?
@shherrin

11. MY RECENT EXAMPLE

12. STARTING IN 2013 -- AGILITY WINS
@shherrin

13. 2013 SUPERBOWL BLACKOUT TIMELINE
7:37 PM, the lights went out!
7:38 PM Oreo Team discusses the situation and starts brainstorming…
7:40 PM Audi Team does a friendly tweet poke at competitor Mercedes Benz (with SuperDome naming rights)
“Sending some LEDs to the @MBUSA Superdome right now…”
7:41 PM Oreo Team reviews design and caption options
7:42 PM Oreo Team agrees on tweet, caption and image, but waits to determine cause of power outage.
7:44 PM Walgreens tweets, “We do carry candles. #SuperBowl”
7:46 PM PBS tweets, “This might be a good time think about alternative programming. #SuperBowlBlackOut.”
7:47 PM Oreo Team determines “it’s a go!”
7:48 PM Oreo tweets: “Power out? No problem. pic.twitter.com/dnQ7pOgC”
7:50 PM @oreo starts trending and other brands try to follow its lead
7:51 PM Tide tweets: “We can’t get your #blackout, but we can get your stains out. #SuperBowl #TidePower”
7:53 PM VW tweets: “Lost power during the Big Game… Don’t worry, #GetHappy”
8:00 PM Walgreens tweets, “…we also sell lights. #SuperBowl”
http://digitalmediaix.com/social-media-swat-team-case-study-the-oreo-super-bowl-tweet/#.VGO24lfF8tE
BRAND RETWEETS
Oreo 16,075
Audi 9,694
Walgreens
(candles)
3,380
PBS 3,527
Walgreens
(lights)
2,422
Tide 1,370

14. WHO TOOK THE SURVEY
@shherrin

15. INSIGHTS BEHIND AGILE MARKETING
@shherrin

16. INSIGHT 1: DEFINE PROJECT MANAGEMENT ROLE
@shherrin

17. WHAT SEEMS MORE EFFICIENT?
OR THIS?THIS?
@shherrin

18. Value of Project Management
Projects delivered:
- on time
- within budget
- with exceptional quality
@shherrin

19. INSIGHT 2: IMPLEMENT AN ADAPTIVE PROCESS
@shherrin

20. @shherrin

21. WHAT SOME OF OUR CLIENTS ARE DOING
@shherrin

22. INSIGHT 3: PROJECT MANAGEMENT IN MARKETING… NOT IT
@shherrin

23. WHY RELY ON OTHERS?
@shherrin

24. INSIGHT 4: AUTOMATE YOUR PROCESS
@shherrin

25. @shherrin

26. BECOMING MORE AGILE HELPS TO AVOID THIS
@shherrin

27. THANK YOU
Shawn Herring
Vice President of Marketing
ProofHQ
shawn.herring@proofhq.com
+1 317 908 6863
+1 214 519 8644 x 722
shawn.herring.phq
www.proofhq.com
@shherrin