This is the deck from our latest Agile Marketing Meetup in Shanghai. A quick presentation about incorporating Agile Principles into Social Media Management with examples of successful social media campaigns and social media fails.

2.
What
is
agile
marke.ng?
A
high-­‐communica-on,
low-­‐documenta-on,
rapid
itera-on
process
.
It
is
designed
to
provide
more
frequent,
more
relevant,
and
highly
measureable,
marke-ng
programs.
And
the
Goals
Are…

4. agile
|
tradi.onal
Validated
learning
|
opinions
&
conven-ons
Customer
focused
collabora.on
|
silos
&
hierarchy
Adap.ve
&
itera.ve
|
big
bang
campaigns
Customer
discovery
|
sta-c
predic-on
Flexible
|
rigid
planning
Responding
to
change
|
following
a
plan
Many
small
experiments
|
a
few
large
bets

12. agile
|
tradi.onal
Validated
learning
|
opinions
&
conven-ons
Customer
discovery
|
sta-c
predic-on

17. agile
|
tradi.onal
Flexible
|
rigid
planning
Responding
to
change
|
following
a
plan

32. agile
|
tradi.onal
Adap.ve
&
itera.ve
|
big
bang
campaigns
Many
small
experiments
|
a
few
large
bets

33.
“We
use
Facebook
as
a
research
plaForm…we
just
put
stuff
out
there
and
learn
from
the
response”
Lesya
Lysyj
-­‐
Heineken
CMO
"A
really
interes-ng
conversa-on
starts
a
campaign.
We're
moving
from
a
-me
where
campaigns
were
planned
to
a
-me
where
we
adjust
for
the
moment.”
Dick
Costolo
-­‐
TwiSer
CEO

36. agile
|
tradi.onal
Customer
focused
collabora.on
|
silos
&
hierarchy

37.
“Successful
adap-ve
organiza-ons
have
social
media,
on
average,
embedded
and
opera-ng
across
17
different
departments.
”
Al-meter
Group
Report
(Sept
2012
–
US)

40.
“It’s
not
the
strongest
of
the
species
that
survive,
nor
the
most
intelligent,
but
the
one
most
responsive
to
change”
Charles Darwin

41. Thank
you!
Eric
Sangerma
esangerma@webagecorp.com
www.ericsangerma.com
www.twiSer.com/ericsangerma

42. resources
Agile
Marke.ng
Blog
hSp://www.agilemarke-ng.net/
Jim
Ewel’s
blog
ScoE
Brinker’s
Blog:
hSp://www.chiefmartec.com/
HubSpot’s
Agile
Marke.ng
Presenta.on
hSp://www.slideshare.net/HubSpot/agile-­‐for-­‐marke-ng-­‐final
hEp://sociable.co/social-­‐media/heres-­‐what-­‐not-­‐to-­‐do-­‐four-­‐great-­‐examples-­‐of-­‐social-­‐media-­‐fails/
Greg
Meyer’s
Posts
on
Agile
Marke.ng
hSp://gregmeyer.wordpress.com/?s=agile+marke-ng
Awesome
SEOMoz
WBF:
hSp://www.seomoz.org/blog/agile-­‐marke-ng-­‐whiteboard-­‐friday
Jon
Coleman
Deck
from
Moz
Con
:
hSp://www.slideshare.net/jcolman/agile-­‐marke-ng-­‐4-­‐principles-­‐and-­‐13-­‐hacks-­‐seomoz-­‐mozcon-­‐2012
Some
of
the
slides
-tles/ideas
were
borrowed
from
the
following
post
from
Meghan
Keaney
Anderson:
hSp://blog.hubspot.com/blog/tabid/6307/bid/31908/The-­‐Tac-cs-­‐You-­‐Need-­‐to-­‐Capitalize-­‐on-­‐the-­‐Fast-­‐Pace-­‐of-­‐
Social-­‐Media.aspx