View
378
Download
1
Category
Preview:
Citation preview
BETWEEN UX, SEO, AND CONTENT FOR BIG MARKETING WINS
Bridging Silos
DIGITAL SUMMIT ATLANTA 2017 - @REBEKAHCANCINO
Tens of thousands of ideashttp://www.fastcompany.com/3027135/lessons-learned/inside-the-pixar-braintrust
“I realized the most exciting thing I had ever done was to help create the unique environment that allowed that film to be made.”
- Ed Catmull, Pixar Co-Founder & CEO
The value of effective col laborationCreate alignment
Remove politics
Reduce rework
Boost morale
Create alignment = deliver better outcomes
Gain buy-in = launch faster
Reduce rework = decrease costs
Boost morale = increase productivity
@REBEKAHCANCINO
Latching on to someone else’s process or finding the next shiny tool that will save the day.
It’s not about...
@REBEKAHCANCINO
“Humility is a critical strength for leaders and organizations possessing it, and a dangerous weakness for those lacking it.”
- Dusya Vera Ph.D., Strategic Virtues: Humility as a Source of Competitive Advantage
http://rlv.zcache.com/neon_open_sign_framed_in_a_heart_shape_in_a_wind_postcard-r921910cb3db84ba9992f161fd2a5b51c_vgbaq_8byvr_1024.jpg
Being open to the ideas of others lets others know we’re down to col laborate
FAUCET FUNNEL
Suspend judgment
Go for quantity
YES, and…
Embrace the unusual
Let go of ego
Accentuate the positive
Think strategically
Align to goals/objectives
Check for feasibility
Avoid default decisions
First faucet, then funnel
Via the Idea Farm
3 easy ways to practice1) Include someone you normally wouldn’t 2) Suspend judgment 3) Let go a little, try hosting “office hours”
“Content doesn’t belong to content. Design doesn’t belong to design. Code doesn’t belong to dev.”
- Nicole Fenton
METRICS
PEOPLE
GOALS
Approach value and benefits
Supporting facts and data
Players involved and their role
Business goals and user needs met
Building your business caseIDEA
“Active intent is the intent that is explicitlydescribed by the query syntax…You MUST satisfy active intent immediately.”
@ajkohn
Active Intent
Moz Keyword Explorer
http://answertheclient.com/assets/atp-dark-inline-9dc08e1790f7273b9aee6bcfa16580e9dda179dbea01081599f7d9a04f9ab112.png
trustBuilding a business case for collaboration builds and uncovers hidden . potential
@REBEKAHCANCINO
3 easy ways to practice1) Ask a teammate about their work2) Build a business case3) Diversify your education
@REBEKAHCANCINO
USER + NEED + INSIGHT
An anxious mother sending a grad gift
To feel good about
her gift choice
Once she sends the berries she worries about if her niece
will be there to receive it, will they
spoil?
Uncover insight
We believe that ___________ has ________________
and that ______________may solve this problem by
____________________ and _____________________.
We will know we have succeeded when
___________________and/or ____________________
reaches ___________________.
(USER) (PROBLEM)
(THIS SOLUTION)
(THIS ASPECT) (THAT ASPECT)
(QUANTATIVE MEASURE)(QUALITATIVE MEASURE)
(THIS LEVEL)
3 easy ways to practice1) Try empathy mapping2) Think “with” not “for”3) Build a core model together
@REBEKAHCANCINO
ALL THE DIFFERENT PEOPLE WHO UNDERSTAND ALL THE DIFFERENT PARTS OF WHAT’S GOING TO MAKE A PROJECT SUCCESSFUL
DESIGN AND DEVSUX PEEPSCONTENT STRATEGISTSSTAKEHOLDERS (USERS, TOO)PRODUCT MANAGERSCREATIVE DIRECTORSand more!
“Part of why we’re actually able to undertake such a big process so successfully is that we didn’t have a wall that we tossed things back and forth over. It was really very tight feedback loops. Very collaborative.”
- Dean Cookson, VP CIO Virgin America
1) Get executives involved2) Team up 3) Design a meeting differently
3 ways to encourage...
@REBEKAHCANCINO
COLLABORATION AND CO-DEIGN ARE TO BUILDING THE INTERCONNECTED EXPERIENCES OF THE future.
essential
@REBEKAHCANCINO
1) BE HUMBLE 2) JUST JUMP IN3) EXPERTLY EXERCISE EMPATHY4) DESIGN MEETINGS DIFFERENTLY
Ways to champion openness
@REBEKAHCANCINO
Recommended