Agile Marketing: How to Do It, and Do It

AGILE MARKETING

ROHN JAY MILLERrohnjay@native-instinct.comUN SUMMIT 2

MAY 2011

ROHN JAY MILLERNATIVE INSTINCT

WAS $199NOW $129!

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

CAMPAIGNS VS. PLATFORMS

Linear Reach + Frequency Demographics Regional Broadcast flights Brand or Direct

Iterative Engaged + Personal Behavioral Tribes + Hyper-local Continuous Improvement Reputation + transaction

Thanks to:

AGILE SLIDE

AGILE

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

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 Planninghttp://www.slideshare.net/flbostic/how-to-do-lean-planning

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…

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

 “Plans are nothing, planning is everything.”

Dwight D. Eisenhower

VISION STATEMENT

NOW WHAT?RESEARCH?

(my answer: get out of the building! fast!)

BAD

FASTSLOW

GOOD

LOOK HEREFIRST

CAREFUL,THESE CAN BEGREAT—OR

GREAT TRAPS

USEWORDPRESSAND HIRE ME

AVOID THESE

POSSIBLE WEBSITE IDEAS

STORIES

Who is doing what for why?

CASE STUDYThe Flip Camera + Native Instinct

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.

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.

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 or product? Agile melds

product and marketing, sez I.

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.

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.

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?

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.

EXERCISEMinneapolis Bike System

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

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?

THANK YOUROHNJAY@NATIVE-INSTINCT.COM @ROHNJAYMILLER +1 (612) 749-0803400 S. 4th Street, Suite 401-110Minneapolis, MN 55403 USA