the four p’s of building an interactive marketing team

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The Four P’s Of Being Interactive © Copyright 2010 – TeamBuilder Search, LLC 1 TeamBuilder Search

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The presentation outlines the Four P\’s of building a successful interactive marketing or digital marketing team along with outlining the common failure points in each "P". Also included are questions you can ask yourself if you are having difficulty building a successful interactive marketing team.

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Page 1: The Four P’s of Building an Interactive Marketing Team

© Copyright 2010 – TeamBuilder Search, LLC

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The Four P’s Of Being Interactive

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Page 2: The Four P’s of Building an Interactive Marketing Team

© Copyright 2010 – TeamBuilder Search, LLC

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Agenda

• Why are we talking about this?• Why am I talking about this?• Challenges of interactive team building• Four P’s and common failure points• 36 questions to ask yourself• Discussion

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Page 3: The Four P’s of Building an Interactive Marketing Team

© Copyright 2010 – TeamBuilder Search, LLC

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Why are we talking about this?

• Trends– Shift since early 90’s– Economy driven acceleration – Traditional marketers adding interactive– Expansion of interactive roles

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Page 4: The Four P’s of Building an Interactive Marketing Team

© Copyright 2010 – TeamBuilder Search, LLC

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Why are we talking about this?

The typical 1990’s interactive team

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Page 5: The Four P’s of Building an Interactive Marketing Team

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Why are we talking about this?

The 2010 interactive team

-Business development-Account management-Project management-Account Strategy-Business analyst-Information architect-Analytics-Paid Search/display-SEO-Graphic designer-Art director-Associate Creative-Creative Director

-Copy writing-Flash designer-RIA developer-RIA architect-Technology manager-.NET developers-Java developers-PHP developers-Architect-Development managers-Insights/research-Social media -Q&A-Emerging technology

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Page 6: The Four P’s of Building an Interactive Marketing Team

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Why am I talking about this?

• Owned, built, managed and sold successful interactive company

• Attempted integration of interactive company into traditional company

• Talk to interactive/integrated marketers every day from all across the USA

• Advisor• Future boondoggle hall of famer

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Page 7: The Four P’s of Building an Interactive Marketing Team

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Challenges of Going Interactive• Potential book titles– “Who Keeps Moving The Cheese!”– “I Live in Dog Years”– “Marketers are from Venus, Technologists Are

From Mars”– “Clients…Can’t Live With Them, Can’t Shoot

Them”– “The bridge is long and wide between traditional

marketing and interactive marketing” – Wil Schroter, Blue Diesel Founder

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Page 8: The Four P’s of Building an Interactive Marketing Team

© Copyright 2010 – TeamBuilder Search, LLC

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Four P’s of Interactive

• Process• Platforms• People• Planning

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Page 9: The Four P’s of Building an Interactive Marketing Team

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Process

• Much more “production” heavy than traditional projects

• “If you can't describe what you are doing as a process, you don't know what you're doing.”

-W. Edwards Deming

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Page 10: The Four P’s of Building an Interactive Marketing Team

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Process

• Process = Execution• “Ideas are a multiplier of execution”* -

Derek Sivers, Sivers.org

Page 11: The Four P’s of Building an Interactive Marketing Team

“To me, ideas are worth nothing unless executed. They are just a multiplier. Execution is worth millions.”*Explanation:

AWFUL IDEA = -1WEAK IDEA = 1SO-SO IDEA = 5

GOOD IDEA = 10GREAT IDEA = 15

BRILLIANT IDEA = 20NO EXECUTION = $1

WEAK EXECUTION = $1000SO-SO- EXECUTION = $10,000GOOD EXECUTION = $100,000

GREAT EXECUTION = $1,000,000BRILLIANT EXECUTION = $10,000,000

To make a business, you need to multiply the two.The most brilliant idea, with no execution, is worth $20.

The most brilliant idea takes great execution to be worth $20,000,000.That’s why I don’t want to hear people’s ideas.

I’m not interested until I see their execution.

* Derek Sivers, Sivers.org

11© Copyright 2010 – TeamBuilder Search,

LLC

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Page 12: The Four P’s of Building an Interactive Marketing Team

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Common Process Failures

• Process development– Processes are not documented– Lack of “deliverables” driven process– “Exceptions” are the “rules”– Processes are created but not adopted or

enforced– Processes made without collaboration

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Page 13: The Four P’s of Building an Interactive Marketing Team

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Common Process Failures

• Project management– No PM’s or no PM function– PM’s lack appropriate balance of

marketing/technology understanding– Project managers are given responsibility but not

authority– No resource planning/allocation (traffic)– PM’s aren’t client facing– PMP’s often struggle (personality dependent)– Lack of “billable” or “utilization” standards

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Page 14: The Four P’s of Building an Interactive Marketing Team

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Common Process Failures

• Account Service– The more “creative” and “strategic” the less

process driven– Failure to say “no” or “I don’t know, let me check

with the team to see what this change does to cost and timelines” or “Just about anything can be done with enough time, resources and money” compromises whole team and the profitability of the initiative.

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Page 15: The Four P’s of Building an Interactive Marketing Team

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Common Process Failures

• Creative– Lack of focus on business goals– Effort isn’t constrained by budget – Aversion to best practices (user experience)– Design not informed by visitor behavior– Technical requirements overlooked– Developers set up for failure because timelines are

missed

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Page 16: The Four P’s of Building an Interactive Marketing Team

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Common Process Failures

• Business Development– “We won’t work with anyone who won’t work

with us!”– No minimum budget (for new clients)– Too many new accounts are “investments or loss

leaders”– No answer to the question “who are we and what

do we do and what does it cost?”

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Page 17: The Four P’s of Building an Interactive Marketing Team

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Platforms

• Too many tools, languages and technologies to be good at them all

• "Those Who Stand For Nothing, Fall For Anything" - Alexander Hamilton

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Page 18: The Four P’s of Building an Interactive Marketing Team

© Copyright 2010 – TeamBuilder Search, LLC

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Common Platform Failures

• Failure to identify “what’s in”• Failure to identify “what’s out”• Failure to have partners to handle “what’s

out”• Failure to have “deliverables-based” processes

with partners

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Page 19: The Four P’s of Building an Interactive Marketing Team

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People

• “I don’t really know where we should take this bus. But I know this much: If we get the right people on the bus, the right people in the right seats, and the wrong people off the bus, then we’ll figure out how to take it someplace great.” (Good to Great, Jim Collins pg 41)

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Page 20: The Four P’s of Building an Interactive Marketing Team

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Common People Failures• Lack of clarity on processes and platforms makes it

hard to even find your bus• Not properly staffing the major talent needs– Strategy (what are we going to do?)– Planning (how are we going to do it?)– Creative (what’s it going to look like and act like?)– Technology (How are we going to get it to work?)– Project Management (How are we going to get it done

on time and in budget?)– Account Management/Business Development (How are

we going to have enough stuff to do?)

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Page 21: The Four P’s of Building an Interactive Marketing Team

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Common People Failures

• No clear processes around recruiting functions– Identification– Qualification– Recruiting

• Getting wrong people on the bus • The right people leave the bus stop before you

pick them up• Believing everyone wants to get on your bus

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Page 22: The Four P’s of Building an Interactive Marketing Team

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Common People Failures

• Denial that there is a war for top interactive talent

• Failure to invest in culture– Poor implementation of process, platforms,

people, planning causes attrition– Team building and personal development activities

overlooked

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Page 23: The Four P’s of Building an Interactive Marketing Team

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Planning

• “Good fortune is what happens when opportunity meets planning”

– Thomas Edison

• “He who fails to plan is planning to fail” – Winston Churchill

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Page 24: The Four P’s of Building an Interactive Marketing Team

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Common Planning Failures

• Lack of process, no “what’s in, what’s out” on platforms and not having the right people….– What are we doing?– How are we doing it?– What are we doing it with?– Who’s doing it?

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Page 25: The Four P’s of Building an Interactive Marketing Team

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Common Planning Failures

• No separation of “planning” and “project”• Not including the “right” people in the kickoff • Not excluding the “wrong” people in the

project or campaign

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Page 26: The Four P’s of Building an Interactive Marketing Team

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Organizational Failures

• Innovation is consciously or subconsciously sabotaged by fear, pride or kingdom building– The past is not the past and egos are not left at

the door– Advertising, PR, Media all want to own or control

“interactive”– Founders/owners not letting go

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Page 27: The Four P’s of Building an Interactive Marketing Team

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Questions To Ask Yourself

• Do we have processes and are the processes documented?

• Do we have a “deliverables” driven process?• Do we have many “exceptions” as “rules” in

my current processes?• Have our processes been adopted? • Did we involve the right people in building my

processes?

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Page 28: The Four P’s of Building an Interactive Marketing Team

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Questions To Ask Yourself

• Do our PM’s have the marketing/technology understanding needed in the role?

• Do our PM’s have the authority they need to get projects on track?

• Do we have an adequate resource planning/allocation?

• Do our PM’s have the client facing time needed to be successful?

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Page 29: The Four P’s of Building an Interactive Marketing Team

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Questions To Ask Yourself

• Can our PM’s handle the dynamic nature of our environment?

• Do we have “billable” or “utilization” standards?

• Are our account people saying “no” or “let me check” often enough?

• Does our creative team stay focused on business goals?

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Page 30: The Four P’s of Building an Interactive Marketing Team

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Questions To Ask Yourself

• Does our creative team understand that budget drives output?

• Do we implement best practices around user experience?

• Is our design informed by visitor behavior• Does our creative team work within the

technical requirements mandated for the project?

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Page 31: The Four P’s of Building an Interactive Marketing Team

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Questions to ask yourself?

• Does our creative team work within the technical requirements mandated for the project?

• Do we give our production team enough time to be successful?

• Do we know have an ideal client profile? • Do we know what is the minimum budget we

must have to be successful?

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Page 32: The Four P’s of Building an Interactive Marketing Team

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Questions To Ask Yourself

• Are we taking on too many “loss leader” clients?

• Are we getting to “no” fast enough with clients?

• Do we know “what’s in” on platforms?• Do we know “what’s out” on platforms?• Do we have partners for “what’s out”?• Do we have “deliverables-based” processes with

partners?

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Page 33: The Four P’s of Building an Interactive Marketing Team

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Questions To Ask Yourself• Do we have our processes and platforms in

place so we know what we are looking for in candidates?

• Where are we strong and where are we weak in strategy, planning, creative, technology, project management and account service/business development?

• Do we have “scorecards” in place to identify what we are looking for in each position?

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Page 34: The Four P’s of Building an Interactive Marketing Team

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Questions To Ask Yourself

• Are all the appropriate stakeholders aligned on the “scorecards”?

• Do we have an evidence-based candidate qualification process in place to judge candidates?

• Do we react quickly enough to not lose great candidates to competitors?

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Page 35: The Four P’s of Building an Interactive Marketing Team

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Questions To Ask Yourself• Do we have adequate separation of

“planning” and project (i.e. are we getting enough information early enough to know what we are going to do and how much it is going to cost?)?

• Are we including the right people in the kickoff meetings?

• Are we including the wrong people in the project or campaign?

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Page 36: The Four P’s of Building an Interactive Marketing Team

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DiscussionWant to learn more about building a successful interactive marketing team?

Want us to speak at your next event?

contact:Mark Whitman

[email protected] (direct)

740-513-6164 (mobile)

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