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Friends of Search 2016 - Building a Bridge to GTD

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Inspired by the conference you just attended? You learned all about content, and SEO, and PPC? What do you do with all that inspiration? That notebook ends up in the drawer, that evernote file never gets shared with the team, and goes to the digital wasteland. This presentation shares the early steps of my journey to improve consistency in how we deliver ideas to clients.

Published in: Business

Friends of Search 2016 - Building a Bridge to GTD

  1. 1. Genius is 1% Inspiration 99% Perspiration
  2. 2. #1 SPOT = NOT what It used to be DO EPIC SH*T!
  3. 3. Scale it, we must
  4. 4. Dedicated this year to showing how to Build a Bridge from Inspiration to Implementation
  5. 5. Conferences, source of inspiration…goes to waste!
  6. 6. OOH Shiny, Must DO!
  7. 7. Take notes
  8. 8. Network!
  9. 9. Reality sets in
  10. 10. Reality sets in
  11. 11. Wil, that happens @ Seer! We’re inconsistent
  12. 12. Yeah, umm What?
  13. 13. Consistent Taste Varied Experience
  14. 14. You can’t force clients to do RCS Your team won’t do it immediately either
  15. 15. Later! I’m taking a year off
  16. 16. Well that sucks!
  17. 17. Frameworks or I’d die
  18. 18. Where do I Go?
  19. 19. Needed Definition
  20. 20. Needed Weights
  21. 21. @mackfogelson
  22. 22. @tgwilson
  23. 23. Ask Better Questions http://bit.ly/wil-questions
  24. 24. What is the approval process? Who is most likely to roadblock this? Are they in your meeting? How will this idea move the needle on revenue? Get your ROI/ Benefit / Outcome Calculations reviewed by someone responsible for revenue in some organization. Have you listed your assumptions that underpin your outcomes? Is this consistent w/ their brand?
  25. 25. Use their frameworks http://bit.ly/curatedframeworks
  26. 26. SEO’S GOING BROKE
  27. 27. WHAT DOESN’T CONNECT TO REVENUE DOESN’T GET FUNDED
  28. 28. SEO “Success” Metrics are blurry
  29. 29. Your Job, bring clarity to REVENUE Better at Estimating
  30. 30. Have you prepared a "High / Low / Expected” range of outcomes?
  31. 31. Share your assumptions, ask for challenges EARLY!
  32. 32. Review all clients in a vertical to get your best, worse, most likely scenario.
  33. 33. What’s this LOOOOK LIKE?
  34. 34. 95% 75% 65%
  35. 35. Lets look back at those slides for things EVERY exec cares about
  36. 36. That’s why for every 10-15 dollars spent on PPC, SEO gets $1 - ~.50 cents.
  37. 37. WHAT DOESN’T CONNECT TO REVENUE DOESN’T GET FUNDED
  38. 38. Connect our work to solving problems and solving problems to business value
  39. 39. BIG PIVOT
  40. 40. Same Tactics, New Narrative
  41. 41. OK, What’s this LOOOOK LIKE?
  42. 42. Inconsistency in RCS
  43. 43. Change how we talk Current State Case for Change The Ask The Goal (various scenarios) Contribution to Goal
  44. 44. Scale it Build Frameworks
  45. 45. Be THIS! Be Predictable!
  46. 46. My First attempt at doing this in the ideation phase
  47. 47. bit.ly/wil-content-framework
  48. 48. @ethanlyon @scott @adam @sam wanner @mmstll @teresa_a_lopez

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