agile marketing for seo - smx west 2013 - dave lloyd, adobe
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Slides from SMX West presentation. Covers in-house SEO, project management, Agile methodology, maturity model for Agile adoption, and how to execute on Agile internally. Follow me at @davelloyd1TRANSCRIPT
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
SMX - Agile Marketing - Dec 13, 2012
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Dave Lloyd Senior Manager, Global Search Marketing
Global team delivering Organic & Site Search strategies for all Adobe products Team charter
• Deliver industry best practices • Drive KPI-focused results • Align with Marketing Cloud product teams
@davelloyd1
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
"Business has only two basic functions: marketing and innovation.“ – Peter Drucker
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Learning Organizations Agile
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“The only sustainable competitive advantage is your organization’s ability to learn faster than the competition.” Peter Senge, The Fifth Discipline, 1990
http://agilemanifesto.org/principles.html (2001)
2004
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2nd Law of Thermodynamics
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Over time, all systems naturally move toward chaos.
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Optimize team focus to SEO signals
SEO Algorithm Team Priorities
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Challenging of adapting quickly
Penguin
Panda
Schema.org
Google+
Href Alt Lang
Authorship
Knowledge Graph
Canonical
Not Provided
Digital Customers
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Big Data
Adobe Analytics
Google Analytics
SEOMoz
Majestic
ScreamingFrog
Countless Plug-Ins
SEO Dashboards (BrightEdge, Conductor, Covario, Search Metrics)
Adapt how
Adapt to Adapt with
Smarter thinking
More resources
Learning faster
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Common Pain Points in Organizations
Don’t know the strategy
Not moving fast enough
Not aligned and on the same page
Not improving efficiency
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Agile is a proven & repeatable process over 12 years
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Being Customer Centric INSPIRES Product Vision &
Sustainable Project Plan
Teams EXECUTE & ITERATE on simple,
short, and incremental Sprints (2 weeks)
Sprint Learnings & Customer Feedback INFORM next Sprint
deliverables
Project Plan REQUIRES Agile-aligned Lean
Teams
Quick Fixes Immediate Gratification Limit Big Problems Always be WIPing
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Maturity model for Agile Marketing adoption
Modified Agile
• Weekly Scrum meetings
• Consistent Sprints
• Shared accountability
• Optional daily stand-ups
• Optional user stories
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Agile Methodology + Scrum
• Full stakeholder alignment
• ScrumMaster leads daily stand-ups
• Customer feedback loop
Basic Project Management
• Clear goals
• Defined owners
• Agreed on deliverable dates
Integrated Project Management
• Shared ownership & KPIs
• Regular meetings
• Getting Things Done mentality between groups
Firm Loose Stakeholder Commitment
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Our Basic Methodology
Benefits • Adaptable • Collaborative • Accountable • Organized • Celebrate Quick
Wins Weekly
Twice-weekly “stand up” meetings 1. what you did? 2. what you’re doing? 3. challenges?
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#1: Quarterly Project Planning (Be Agile or Be Tactical)
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CHALLENGE 200+ major projects on the SEO team’s project list Difficult to determine which projects are a priority High task & people dependency Multiple tools being used to manage projects within the same team
SOLUTION
Quarterly half-day planning meetings – to prioritize projects Weekly Sprint planning meetings – to discuss tasks completed, next steps, obstacles Standardized project templates for large SEO projects Usage of project management tools (i.e. Acrobat.com, AtTask)
BENEFITS Completed 183 projects based on Revenue Impact & Team Priority Easier to justify project priority with Stakeholders Management insight into timeline & resource management Quicker project planning – due to standardized project planning templates & tools
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#2: Domain Migration (Be Agile or Be Overwhelmed)
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CHALLENGE Executive Directive Migrate 15 Acquired-Company Domains 6 Months
SOLUTION
Dedicated cross-functional team Sprints every 2 weeks Continued learning & agility Used shared real-time platform (Acrobat.com)
BENEFITS Every SEO best practice incorporated Aligned to CEO & CMO vision On time & under budget
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#3: Product Launch Planning (Be Agile or Be Behind)
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CHALLENGE Product Launch 73 unique SEO projects
SOLUTION
List and categorize all projects Prioritize projects (each team member prioritizes by assigning a 1, 2, or 3) Revenue Impact (each team member has input into each project – High, Med, Low) Impact (each team member categorizes each project by Impact – High, Med, Low) Each project categorized by size (i.e. XL, L, M, S) Assign Owners & Completion Date to each project Highest prioritized projects are transferred into smaller project plans.
These are broken into tasks that are reviewed in weekly sprint planning meetings BENEFITS
Hyper-responsive to frequent content updates & review cycles Excellent results aligned to BU goals Retrospective/Post-Mortem – what worked, what didn’t, what’s applicable to future
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Project Planning using AtTask
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Watch out for…
Perfection or over-complicating
It doesn’t have to be perfect, it just has to get started
Be sophisticated with recommendations. Execute on doable tasks
DO NOT boil the organizational ocean
Execute first on your team – stakeholder alignment is not critical at first
Ineffective process
Must have: 1. Weekly Scrum meeting & 2. Projects have a 2 week deadline
Daily stand-up - critical for complete visibility, not always realistic
Constant sprinting without a pause every 2 weeks
Otherwise the pace is not sustainable
Scope creep
New requests & requirements added to the bottom of the queue for reconsideration
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Meet someone new
2 minutes
End
1 minute each
What’s keeping you from using Agile in your org?
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Resources
http://www.slideshare.net/jcolman/agile-marketing-4-principles-and-13-hacks-seomoz-mozcon-2012
http://chiefmartec.com/2012/06/everything-is-marketing-everyone-must-be-agile/
http://blogs.gartner.com/jake-sorofman/is-agile-the-last-remaining-competitive-advantage/
http://blogs.gartner.com/jake-sorofman/agile-isnt-just-for-geeks-anymore/
http://searchengineland.com/have-you-adopted-agile-marketing-yet-2-127247
http://www.customerthink.com/blog/everything_is_marketing_everyone_must_be_agile
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© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
White Paper – Valtech & Adobe
http://www.valtech.com/agile-marketing-new-imperative
Principles of Agile apply to any discipline that operates in conditions of complexity, uncertainty and change. 5 years from now, Agile will broadly influence Marketing departments
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Key Takeaways
Carve out time with team to generate a thorough shared project list
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Filter on Team-driven AND Revenue-focused priorities
Commit to overcome Entropy of your projects
Innovate & start on yourself first with Agile principles - then immediate team
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Dave Lloyd Senior Manager, Global Search Marketing
Thank you!
@davelloyd1 slideshare.net/dalloyd
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.