Post on 16-Apr-2017
transcript
Responsive DeliveryEffective practices for digital first organizations
@adammonagoSearchLove San Diego 2014
ADAM MONAGO
Adam Monago Head of Digital @ !husband, daddy, musician, yogi, gardener, foodie, politico, and dog lover !Passionate about #marketing, #edtech, and #design
About me
who am i? who is ThoughtWorks? why am i here?
2@adammonagoSearchLove San Diego 2014
@adammonagoSearchLove San Diego 2014
Digital First
Content First=
4Source: Brian Solis, “Meet Generation C” http://www.briansolis.com/2012/04/meet-generation-c-the-connected-customer/
OnlineConnected
Online
Traditional
The 3 segments of consumerism
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A new set of behaviors
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Anyone use Company XYZ? What’s it like?
Does their blog make them look smart?
Is there a demo video from an actual user?
Search “Reviews for Company XYZ”
Do they have a mobile app?
Do I know anyone who works there?
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The demands on your content are increasing!
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Smart
Interactive
Search Optimized
Personalized
Localized
Shareable
!
Embed Codes
Meta Tags
Responsive Layouts
Analytics
Website
Feeds
Social Channels
Mobile Apps
Partners
!
Content Attributes Development Options Impacted Channels
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Your team’s content delivery approach needs to be responsive to change and flexible enough to deal with
changing business needs.
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9Source: Mike Bracken, ‘The Strategy is Delivery Again’ mikebracken.com/blog/the-strategy-is-delivery-again/
examples of digital first
organizations
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Disruptor / Disruptee
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gov dot uk : Digital by Default
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Image Source: https://www.gov.uk/service-manual/digital-by-default
Use
r N
ee
ds
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Common Patterns and Practices
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Building and Testing in Small
Chunks
Team = Content + Development
Regular Releases - Frequent
Improvements
Team OwnershipAgile and
Continuous Delivery
Experimentation
Customer Focus
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Marketers Need
Developers
Image Source: https://www.flickr.com/photos/bagogames/14741250519
Responsive Delivery
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Enabling marketers and developers to deliver quality content empowered by code
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a set of principles and practices to reduce the cost, time, and risk of delivering
incremental changes to users Jez Humble,
author of Continuous Delivery
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Incorporating the continuous delivery mindset
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Your content development cycle
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Decide Analyze Design Test Release Learn
Plan Do Check ActThe Deming Cycle
Lead Time (6 Months)Idea Put in Motion Business Sees the Benefit
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How we do it
1. Feedback
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4. Automation
2. Collaboration
3. Ownership
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Why is this approach different?
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Puts business in control of release timing
Assumes learning and improvement happens continuously
Focuses the development activities around the valuable “feature” and not the time period (iteration).
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Let the business decide when to ship it!
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Feature 1
Feature 2
Feature 3 Release!
Release!
Release!
Lead Time (1 month)
Lead Time (1 month)
Lead Time (1 month)
Feedback
Feedback
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Build the Right
ThingImage source: http://photos.jdhancock.com/photo/2011-10-06-065707-one-of-these-things-is-not-like-the-others.html
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Examples: Building feedback inLet's illustrate with examples to compare and contrast the approach. Imagine you are brainstorming a feature to allow users to sign up for an online magazine subscription. The scope includes these parts:
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- Jenny Wong “Continuous Delivery Cannot Succeed Without Business Analysts”
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Send weekly-aggregated content to
subscribers
Send monthly digest to
subscribers
Get subscriber contact and
payment information
Confirm order via email
Analytics
Feature: Allow subscribers to sign up for a Weekly or Monthly Subscription
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Example 1
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Release 1
Send monthly digest to subscribers
Send weekly-aggregated content to subscribers
Get subscriber contact and payment information
Confirm order via email
Gather analytics to see which one sells better
Editor tool to curate monthly digest
Allow users to choose weekly or monthly
Release 2
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Example 2
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Release 1
Send weekly-aggregated content to subscribers
Show a teaser page to allow subscribers to
choose whether they are interested in the weekly or monthly option, or no
interest at all
Analytics: Build internal page to tally up the volume within a time-box
Release 2
Get subscriber
contact information when they
express interest
Get subscriber payment
informationConfirm order via
Remove internal analytics on monthly digest, continue to watch volume for
weekly subscriptions
@adammonagoSearchLove San Diego 201424Photo credit: Image Source: https://www.flickr.com/photos/thelotuscarroll/8287516833
Break Down Silos
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Marketers, Developers, Creatives… Together!
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“That allows them to bring in experience and learnings and inject them back into the process and iterate faster, because they are
not having to rehash and rebuild.”
Jonathan Elliott,manager digital analytics at Seek
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Hypothetical team structure
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Developers Marketing Manager
Product Manager
Analytics
• Business owns prioritization of the work
• Developers and Marketers have shared understanding of the business goals
• Shared team visibility into tasks and obstacles
Content Strategist
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Collective Team
Ownership
Photo Credit: Fabio Pereira, ThoughtWorks, 2014
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Teams work out how to meet user needs
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• “Principle of Mission”
• Work out most effective version of a solution
• Ownership and accountability
• Take calculated risks
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How do we check this is happening?
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Frequent feedback on the effect of team actions on the overall business goals
Shared business relevant KPI’s: • Subscriptions • Product Trials • Sales Inquiries
Working in small batches
• Number of campaigns we are working on at the same time
• Lead time • Number of experiments run
Continually adjusting and correcting the approach based on accumulated learning.
• Team Retrospectives • Improvement of key KPI’s • Customer Surveys
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Automation
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Feature toggles
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Image Source: http://www.slideshare.net/mikebrittain/advanced-topics-in-continuous-deployment
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Video production process
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Image Source: http://moz.com/blog/silly-marketer-title-tags-are-for-robots
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Content calendar
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Break up big content
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Pro Tip: Design for robots
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Caution: but also for humans!
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Takeaways
Digital First Means Content First
Delivery = Content + Code
Marketers Need Developers
Responsive Delivery Build feedback in to build the right thing
Encourage collaboration between Marketers and Developers
Collective team ownership - Teams that own results deliver results
Use automation to make your team more effective
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Organizations that we discussed
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Resources to learn more
Bitly bundle with references from this talk: bit.ly/responsive-delivery-slsd14
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Thank You
@adammonagoSearchLove San Diego 2014
ADAM MONAGO
blog.adammonago.com
www.linkedin.com/in/adammonago
@adammonago