Agile Marketing

Applying Agile principles and practice to marketing is an organic way to evolve the "always on" marketing platform, especially when it's integrated with online products and services. Here's how it works, along with a case study of how my firm, Native Instinct, put this into practice with The Flip Camera and our client Pure Digital. You can find more resources on my blog http://www.take5interactive.com

Transcript

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:
7. AGILE
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. BAD FAST SLOW GOOD LOOK HERE FIRST CAREFUL, THESE CAN BE GREAT—OR GREAT TRAPS USE WORDPRESS AND HIRE ME AVOID THESE POSSIBLE WEBSITE IDEAS
17. STORIES Who is doing what for why?
18. 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 o 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. 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. ROHNJAY@NATIVE-INSTINCT.COM @ROHNJAYMILLER +1 (612) 749-0803 400 S. 4th Street, Suite 401-110 Minneapolis, MN 55403 USA