responsive delivery

Responsive DeliveryEffective practices for digital first organizations

@adammonagoSearchLove San Diego 2014

ADAM MONAGO

Adam Monago Head of Digital @ !husband, daddy, musician, yogi, gardener, foodie, politico, and dog lover !Passionate about #marketing, #edtech, and #design

About me

who am i? who is ThoughtWorks? why am i here?

2@adammonagoSearchLove San Diego 2014

@adammonagoSearchLove San Diego 2014

Digital First

Content First=

4Source: Brian Solis, “Meet Generation C” http://www.briansolis.com/2012/04/meet-generation-c-the-connected-customer/

OnlineConnected

Online

Traditional

The 3 segments of consumerism

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A new set of behaviors

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Anyone use Company XYZ? What’s it like?

Does their blog make them look smart?

Is there a demo video from an actual user?

Search “Reviews for Company XYZ”

Do they have a mobile app?

Do I know anyone who works there?

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The demands on your content are increasing!

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Smart

Interactive

Search Optimized

Personalized

Localized

Shareable

!

Embed Codes

Meta Tags

Responsive Layouts

Analytics

Website

Feeds

Email

Social Channels

Mobile Apps

Partners

!

Content Attributes Development Options Impacted Channels

7@adammonagoSearchLove San Diego 2014

@adammonagoSearchLove San Diego 2014

Your team’s content delivery approach needs to be responsive to change and flexible enough to deal with

changing business needs.

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9Source: Mike Bracken, ‘The Strategy is Delivery Again’ mikebracken.com/blog/the-strategy-is-delivery-again/

examples of digital first

organizations

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Disruptor / Disruptee

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gov dot uk : Digital by Default

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Image Source: https://www.gov.uk/service-manual/digital-by-default

Use

r N

ee

ds

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Common Patterns and Practices

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Building and Testing in Small

Chunks

Team = Content + Development

Regular Releases - Frequent

Improvements

Team OwnershipAgile and

Continuous Delivery

Experimentation

Customer Focus

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Marketers Need

Developers

Image Source: https://www.flickr.com/photos/bagogames/14741250519

Responsive Delivery

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Enabling marketers and developers to deliver quality content empowered by code

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a set of principles and practices to reduce the cost, time, and risk of delivering

incremental changes to users Jez Humble,

author of Continuous Delivery

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Incorporating the continuous delivery mindset

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Your content development cycle

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Decide Analyze Design Test Release Learn

Plan Do Check ActThe Deming Cycle

Lead Time (6 Months)Idea Put in Motion Business Sees the Benefit

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How we do it

1. Feedback

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4. Automation

2. Collaboration

3. Ownership

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Why is this approach different?

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Puts business in control of release timing

Assumes learning and improvement happens continuously

Focuses the development activities around the valuable “feature” and not the time period (iteration).

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Let the business decide when to ship it!

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Feature 1

Feature 2

Feature 3 Release!

Release!

Release!

Lead Time (1 month)

Lead Time (1 month)

Lead Time (1 month)

Feedback

Feedback

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Build the Right

ThingImage source: http://photos.jdhancock.com/photo/2011-10-06-065707-one-of-these-things-is-not-like-the-others.html

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Examples: Building feedback inLet's illustrate with examples to compare and contrast the approach. Imagine you are brainstorming a feature to allow users to sign up for an online magazine subscription. The scope includes these parts:

!

!

!

!

!

!

!

- Jenny Wong “Continuous Delivery Cannot Succeed Without Business Analysts”

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Send weekly-aggregated content to

subscribers

Send monthly digest to

subscribers

Get subscriber contact and

payment information

Confirm order via email

Analytics

Feature: Allow subscribers to sign up for a Weekly or Monthly Subscription

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Example 1

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Release 1

Send monthly digest to subscribers

Send weekly-aggregated content to subscribers

Get subscriber contact and payment information

Confirm order via email

Gather analytics to see which one sells better

Editor tool to curate monthly digest

Allow users to choose weekly or monthly

Release 2

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Example 2

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Release 1

Send weekly-aggregated content to subscribers

Show a teaser page to allow subscribers to

choose whether they are interested in the weekly or monthly option, or no

interest at all

Analytics: Build internal page to tally up the volume within a time-box

Release 2

Get subscriber

contact information when they

express interest

Get subscriber payment

informationConfirm order via

email

Remove internal analytics on monthly digest, continue to watch volume for

weekly subscriptions

@adammonagoSearchLove San Diego 201424Photo credit: Image Source: https://www.flickr.com/photos/thelotuscarroll/8287516833

Break Down Silos

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Marketers, Developers, Creatives… Together!

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“That allows them to bring in experience and learnings and inject them back into the process and iterate faster, because they are

not having to rehash and rebuild.”

Jonathan Elliott,manager digital analytics at Seek

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Hypothetical team structure

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Developers Marketing Manager

Product Manager

Analytics

• Business owns prioritization of the work

• Developers and Marketers have shared understanding of the business goals

• Shared team visibility into tasks and obstacles

Content Strategist

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Collective Team

Ownership

Photo Credit: Fabio Pereira, ThoughtWorks, 2014

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Teams work out how to meet user needs

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• “Principle of Mission”

• Work out most effective version of a solution

• Ownership and accountability

• Take calculated risks

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How do we check this is happening?

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Frequent feedback on the effect of team actions on the overall business goals

Shared business relevant KPI’s: • Subscriptions • Product Trials • Sales Inquiries

Working in small batches

• Number of campaigns we are working on at the same time

• Lead time • Number of experiments run

Continually adjusting and correcting the approach based on accumulated learning.

• Team Retrospectives • Improvement of key KPI’s • Customer Surveys

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Automation

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Feature toggles

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Image Source: http://www.slideshare.net/mikebrittain/advanced-topics-in-continuous-deployment

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Video production process

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Image Source: http://moz.com/blog/silly-marketer-title-tags-are-for-robots

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Content calendar

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Break up big content

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Pro Tip: Design for robots

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Caution: but also for humans!

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Takeaways

Digital First Means Content First

Delivery = Content + Code

Marketers Need Developers

Responsive Delivery Build feedback in to build the right thing

Encourage collaboration between Marketers and Developers

Collective team ownership - Teams that own results deliver results

Use automation to make your team more effective

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Organizations that we discussed

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Resources to learn more

Bitly bundle with references from this talk: bit.ly/responsive-delivery-slsd14

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Thank You

@adammonagoSearchLove San Diego 2014

ADAM MONAGO

blog.adammonago.com

www.linkedin.com/in/adammonago

@adammonago