Category: Marketing


Facebook V Twitter

Facebook and Twitter offer very different environments for Marketing. Facebook is an immersive and deep experience where the average user spends 7 hours per month. Twitter has been regularly described as a cocktail party, where users will dip in and out of their Data Stream.

There is a great new Infographic (see below and http://bit.ly/bSPXMt) by Digital Surgeons which dissects the audience of Facebook and Twitter. As you might expect from a micro-blog platform, Twitter users are far more active in updating their status – 52% update daily versus 12%.

Facebook’s advantage is it’s extreme stickiness. Facebook users are twice as likely to log-in to the system as Twitter users.

The question of which is the best channel for Marketing rages on.

 

Further articles, discussions and data is available on my Storify story:

http://storify.com/web_boy_uk/facebook-v-twitter

Any thoughts? What is your experience of Marketing on these channels?

 

 

 

I previously wrote about the benefits major marketing agencies were experiencing by implementing Agile techniques within their business. Taking that concept one stage further I’ve re-engineered Mike Cohn’s ubiquitous Scrum framework diagram to show how Teehan and Lax’s six steps to Adaptive Marketing can be applied to this process.
Mike Cohn’s Scrum Framework Copyright 2005 Mountain Goat Software
Adaptive Marketing Using The Scrum Framework  – Diagram
Creative Commons License
All work is licensed under a Creative Commons Attribution-NoDerivs 3.0 Unported License.

The Six Steps are as follows:

1.     Product Backlog

The agency and client define the objectives of the engagement and establish several key performance indicators. The first step is all bout establishing the vision with the client and producing a product backlog with the team.

2.     Sprint

The creative team is dedicated to the project for a set period of time allowing them to focus on the task. Creating the Sprint is a familiar concept to Agilists and it makes perfect sense in the context of a marketing campaign.

3-5.     Meetings

Steps 3 -5 are encompassed in the Empirical framework of Scrum. Ideas are rapidly developed, tested and deployed
Ideas evolve and adapt over time. Performance is closely monitored allowing the team to make adjustments.

The combination of Sprint Planning, Daily Meetings, Sprint Review and Sprint Retrospectives all support an inspect and adapt approach to marketing.

6. Sprint Review and Retrospective

Project success is determined by achieving the KPIs. The Sprint Review meeting covers the necessary KPI’s to ensure that all activities match a state of ‘done’ and whether the process and campaign were successful.

Using the Scrum Framework gives transparency to the Adaptive Marketing process, a corner-stone of the Agile approach.

Do you practice Adaptive Marketing or have you implemented Agile at Enterprise level? Have you used the Scrum Framework outside of Software Development? How did it go?

Six steps to Adaptive Marketing

Marketing like UX is a balance of Art and Science. The role of marketer is like an architect, musician, conductor or cinematographer. This is the message I brought back from this year’s Web Trends conference I attended in London.The complexity and flux which has become synonymous with the Marketing landscape naturally dove-tails in to an Agile approach. That approach produces ‘Adaptive Marketing’.

The phrase ‘Adaptive Marketing’ was coined last year in a Forrester report and describes how Agile practices can be utilised to facilitate the marketing process. There’s a great definition of how Scrum works for marketing purposes, hidden in an article on the Teehan and Lax site:

  1. The agency and client define the objectives of the engagement and establish several key performance indicators
  2. The creative team is dedicated to the project for a set period of time allowing them to focus on the task
  3. Ideas are rapidly developed, tested and deployed
  4. Ideas evolve and adapt over time
  5. Performance is closely monitored allowing the team to make adjustments
  6. Project success is determined by achieving the KPIs

Adaptive Marketing is further defined by:

  • Removing the formal annual budgeting process
  • Removing medium to long-term media buying
  • Adopting short, measured, iterative plans
  • Allocating money for high-level visions not specific media
  • Adapting based on real-time consumer feedback and other data

An Agile approach to marketing reacts to the heart and soul of what the brand stands for. The catalyst for this is defined by the pull of brand influencers in the Social Media space and is not pushed by the business.

Agile offers the opportunity to create technology driven, data-fuelled campaigns that respond in real time to the shifting Social Media and Marketing landscape.

Do you think there is a place for Agile practices in Marketing?

Further links on Adaptive Marketing:

So what exactly might ‘Adaptive Brand Marketing’ be?
http://bbh-labs.com/so-what-exactly-might-adaptive-brand-marketing-be

The practice of Adaptive Marketing
http://www.teehanlax.com/blog/2010/06/14/the-practice-of-adaptive-marketing/

The Forrester report
http://www.forrester.com/rb/Research/adaptive_brand_marketing/q/id/55526/t/2

Razorfish embrace Agile:
http://www.clickz.com/clickz/news/1725751/razorfish-disses-big-idea-pushes-iterative-model