Marta Turek: Too Busy to do Good Work- MozCon 2015

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Errrr… Can’t stop! Too busy to do good work?

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Tidal wave on the horizon

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Learn to surf

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CUSTOMER ENGAGEMENT CUSTOMER REACH

REVENUE DRIVER CUSTOMER

EXPERIENCE NEW SKILLS REQUIRED

DATA TECHNOLOGY

MARKETING OPERATIONS

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We’re overwhelmed

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1 interruption every 8 minutes

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7 interruptions every hour

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50-60 interruptions every day

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Average interruption: 5 minutes Totaling about 50% of the average workday

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80% of those interruptions are typically rated as “little value” or “no value” This creates approximately

3 hours of wasted time per day

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Step 1 A formula for success

It takes 21 days to develop a new habit

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Make tiny, specific changes in your daily

work habits

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Small wins are a steady application of

a small advantage

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4 5 6 7

11 12 13 14 10 9 8

18 19 20 21 17 16 15

Habit 1 Habit 1

Practice 1

21 DAYS to better PPC processes – Day 1

3 2

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4 5 6 7

11 12 13 14 10 9 8

18 19 20 21 17 16 15

Habit 1 Habit 1

Practice 1

Day 2 3 Habit 2

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Day 3

4 5 6 7

11 12 13 14 10 9 8

18 19 20 21 17 16 15

Habit 1 Habit 1 Habit 2 Habit 3

Practice 1

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Habit 1

Habit 8

Habit 15

Habit 2

Habit 9

Habit 16

Habit 3

Habit 10

Habit 17

Habit 4 Habit 5 Habit 6

Habit 11

Habit 18

Habit 12

Habit 19

Habit 13

Habit 20

Habit 7

Habit 14

Day 21

21

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Creating flow in work

CAPACITY

TIME

MINDSET

FOCUS

REVIEW

FEEDBACK

CONTEXT

PRIORITY

CLARITYINTERDEPENDENCE EFFICIENCY

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Biggest cause of unproductive work days and wasted time?

49% of workers agree

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Meetings

Take back control of your work day

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How much time do you have to do REAL work?

SCRUM SCRUM SCRUM SCRUM SCRUM

CLIENT MEETING

CLIENT MEETING

TEAM MEETING

UNPLANNED MEETING INTERNAL MEETING

INTERNAL MEETING

MON TUE WED THU FRI

AH HOC MEETING NO AGENDA 1:1 WITH MANAGER

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               STOP mindlessly accepting meetings

1

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SCRUM

CLIENT MEETING

AH HOC MEETING

AVOID 30 MINUTE GAPS

SCRUM SCRUM SCRUM SCRUM SCRUM

CLIENT MEETING

CLIENT MEETING

TEAM MEETING

UNPLANNED MEETING INTERNAL MEETING

INTERNAL MEETING

MON TUE WED THU FRI

AH HOC MEETING NO AGENDA 1:1 WITH MANAGER

DECLINE RESCHEDULE SUDDEN MEETINGS  

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               Create blocks of UNINTERRUPTED work 2-4 hours per day

2

Know WHAT to work on

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Every minute spent in planning saves as many as 10 minutes in execution.

– Bryan Tracy <Eat that Frog >

“ ”  

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               Practice systematic time planning with lists

3

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Everything you can think of that you need to do / ad hoc requests

All  the  priori+es  for  the  month  ahead  

Plan  your    en+re  week  in  advance  

Items  from    monthly  &  weekly    lists  transferred    to  your  daily  list  

Master List Monthly List Weekly List Daily List

Avoid distraction during your BLOCKED OFF work time

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               SWITCH OFF all pings, popups, notifications

4

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               DO NOT check email

5

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               Time Yourself – Understand how long work ACTUALLY takes

6

Organize your information

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               Use clear naming conventions

7

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Campaign Naming

Structure Engine_Campaign Type_BrandvsNonBrand_Region_Language Example Google_Search_Brand_UK_Eng

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               Indicate actions in labels / naming schemes

8

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Negative Keyword Lists

Affiliate  Keywords  >  DO  NOT  BID  on  these  keywords  >  Apply  to  all  Campaigns    Category  Level  GDN  Kwd  Exclusion  List  >    Apply  to  all  Display  Campaigns        Non-­‐Supported  Opera+ng  Systems  >    Apply  to  All  Campaigns    Strategic  >  Redirect  Traffic  to  Brand  Campaigns  >  Apply  to  Non-­‐Brand  Campaigns  

NEGATIVE KEYWORD LIST KEYWORDS CAMPAIGNS

28        140  

145        40  

130        140  

175        25  

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Email is NOT a storage container.

It’s a shipping container

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               Extract critical information from your inbox

9

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Document management platform

Master task list Master knowledge base

INBOX

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               Label file names with clear purpose

10

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001 – Client_MASTER

002 – Reporting

001 – Weekly Report

Date_Client-Name_Report-Name

002 – Monthly Report

003 – Analysis

001 – Hawaii-Budget-Analysis

Date_Client-Name_Purpose-of-file

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               Set up a master client knowledge base Add to it daily

11

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CLIENT PRODUCT DETAILS

TAGGING STRUCTURE

ACCOUNT STRUCTURE

MARKETS  CAMPAIGN SETTINGS

LANDING PAGE

REPOSITORY

CAMPAIGN REPOSITORY

MASTER KNOWLEDGE

BASE

NEGATIVE KEYWORD STRATEGY

Understand Interdependencies

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               Use a change sheet to track team actions

12

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Account Change Sheet

Date Action Taken by

Channel Campaign Action Description

5/7/15 Matt AdWords g_search_nb_ca_eng Created new ad group ‘digital agency Seattle’

6/7/15 Tim AdWords g_search_nb_us_eng Reduced Budget from $400 to $200

7/7/15 Matt AdWords Business Campaigns Adjusted min bids by 5-10%

Communicate, about the right things, in the right places

Emails multiply like rabbits. We chase them

up to 50 times a day!

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               Write meaningful & articulate subject lines

13

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Next Week

New Message

Recipients Subject

MozCon | Tuesday Weekly Meeting Reschedule

New Message

Recipients Subject

Client / Project Name | Purpose of Email

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               Compartmentalize your communication

14

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Project  Management  Tool     Group  Chat  Tool     Face-­‐to-­‐face  /  Phone  

Projects / task allocation

Project related communication

Do I need to send that email?

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               Use a shared Google doc to collaborate on & house agendas

15

Shave off seconds

16

Bookmark frequently used programs

17

Pocket articles / whitepapers & blogs

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18

Use a password management tool

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Standardize

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               Every time you complete a repeatable task – add instructions to it. Even just one sentence.

19

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               Use a project brief for all new projects / tests / campaigns

20

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PROJECT BRIEF Project Objective Key Dates Key Contacts Target Audience KPI Measures Markets Reference Documentation

21

Set aside 30 minutes a day to update your skills

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SKILLS

CAPACITY

TIME

MINDSET

FOCUS

REVIEW

FEEDBACK

CONTEXT

PRIORITY

CLARITYINTERDEPENDENCE

KNOWLEDGE

EFFICIENCY

   Day 0: Commit