Post on 01-Dec-2014
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The Evolution Revolution:An Introduction to Iterative Marketing
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INTRODUCTIONhi.
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INTRODUCTION
justin spohnJOB: Co-Founder, FightROLE: Brand StrategistLOCATION: PortlandTWITTER: @adognamedpants
hi.
@WTEngage #wte10
INTRODUCTIONhi.
iterative marketing
@WTEngage #wte10
INTRODUCTION
“If a lion could talk, we could not understand him”
hi.
-LUDWIG WITTGENSTEIN
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traditional marketingdigitalchallengesiterative marketingiterative process
5iterative marketing
INTRODUCTIONhi.
@WTEngage #wte10
traditional marketingdigitalchallengesiterative marketingiterative process
5iterative marketing
INTRODUCTIONhi.
@WTEngage #wte10
hi.
traditional marketingdigitalchallengesiterative marketingiterative process
5iterative marketing
INTRODUCTION
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traditional marketing
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traditional marketing
methodology
OVERVIEW
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traditional marketing
methodologynot a technology
OVERVIEW
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traditional marketing
methodologynot a technology
OVERVIEW
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traditional marketing
methodologynot a technology
OVERVIEW
@WTEngage #wte10
traditional marketing
methodologynot a technology
OVERVIEW
@WTEngage #wte10
traditional marketing
methodologynot a technology
OVERVIEW
@WTEngage #wte10
traditional marketing
methodologynot a technology
OVERVIEW
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traditional marketing
but it is a methodology based on availabletechnology
OVERVIEW
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traditional marketing
the medium is broadcast, and therefore about the message
OVERVIEW
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traditional marketing
medium is static
OVERVIEW
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traditional marketing
with the right placement, you can reach the right audience
OVERVIEW
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traditional marketing
access to the medium is typically expensive, complex and controlled
OVERVIEW
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traditional marketing
creating the message is typically expensive
OVERVIEW
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traditional marketing
getting feedback is cumbersome
OVERVIEW
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traditional marketing
making changes post launch is expensive and time consuming
OVERVIEW
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traditional marketing
all this has an effect on the people who have done most of the marketing
OVERVIEW
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traditional marketingCULTURE
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traditional marketing
the medium is broadcast, and therefore about the message
CULTURE
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traditional marketing
the medium is broadcast, and therefore about the message
message focused
CULTURE
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traditional marketing
BIG IDEA
the medium is broadcast, and therefore about the message
CULTURE
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traditional marketing
creating the message is typically expensive
CULTURE
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traditional marketing
access to the medium is typically expensive, complex and controlled
CULTURE
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traditional marketing
access to the medium is typically expensive, complex and controlled
competing with other agencies and brands
CULTURE
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traditional marketing
heavy investment in standardized approach
access to the medium is typically expensive, complex and controlled
CULTURE
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traditional marketingCULTURE
BRIEF
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traditional marketingCULTURE
BRIEF IDEATION
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traditional marketingCULTURE
BRIEF IDEATION EXECUTIONAL
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traditional marketingCULTURE
BRIEF IDEATION EXECUTIONAL EVAL.
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traditional marketingCULTURE
CAMPAIGN
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traditional marketingCULTURE
SPRING/SUMMER FALL/HOLIDAY
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traditional marketingCULTURE
SPRING/SUMMER FALL/HOLIDAY
DROP DROP DROP DROP
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traditional marketingCULTURE
SPRING/SUMMER FALL/HOLIDAY
DROP DROP DROP DROP
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
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digital
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digital
technology
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digital
technologyand the culture its created
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digital
the medium is experience focused
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digital
value is the critical factor
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digital
access can be easy and low cost
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digital
competition is everywhere and is not limited to brands
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digital
in constant flux, technologically and culturally
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digital
data is readily available, but finding meaning can be hard
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challenge
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message vs. experiential
challengeTRADITIONAL VS. DIGITAL
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expensive vs. cheap
challengeTRADITIONAL VS. DIGITAL
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controlled vs. accessible
challengeTRADITIONAL VS. DIGITAL
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static vs. dynamic
challengeTRADITIONAL VS. DIGITAL
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hard to get insights vs. flood of data
challengeTRADITIONAL VS. DIGITAL
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timeframes
challengeTRADITIONAL VS. DIGITAL
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campaign
challengeTRADITIONAL VS. DIGITAL
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immediate feedback on long-term projects
challengeTRADITIONAL VS. DIGITAL
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challenge
DROP DROP DROP DROP
TRADITIONAL VS. DIGITAL
}3 MONTHS
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challenge
DROP DROP DROP DROP
TRADITIONAL VS. DIGITAL
}3 MONTHS }3 MONTHS
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challenge
DROP DROP DROP DROP
TRADITIONAL VS. DIGITAL
}3 MONTHS }3 MONTHS }3 MONTHS
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challenge
DROP DROP DROP DROP
TRADITIONAL VS. DIGITAL
}3 MONTHS }3 MONTHS }3 MONTHS }3 MONTHS
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challenge
DROP DROP DROP DROP
TRADITIONAL VS. DIGITAL
}3 MONTHS }3 MONTHS }3 MONTHS }3 MONTHS
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challenge
message vs. experiential
TRADITIONAL VS. DIGITAL
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challenge
message vs. experiential
TRADITIONAL VS. DIGITAL
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challenge
message vs. experiential
TRADITIONAL VS. DIGITAL
TWITTERFOURSQUARE
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challenge
message vs. experiential
TRADITIONAL VS. DIGITAL
TWITTERFOURSQUAREFLICKR
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challenge
message vs. experiential
TRADITIONAL VS. DIGITAL
TWITTERFOURSQUAREFLICKR
FU PENGUIN
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challenge
message vs. experiential
TRADITIONAL VS. DIGITAL
TWITTERFOURSQUAREFLICKR
FU PENGUINFFFOUND
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challenge
saying vs. being
TRADITIONAL VS. DIGITAL
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challenge
leveraging vs. existing in
TRADITIONAL VS. DIGITAL
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challenge
DROP DROP DROP DROP
TRADITIONAL VS. DIGITAL
}3 MONTHS }3 MONTHS }3 MONTHS }3 MONTHS
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challenge
DROP DROP DROP DROP
TRADITIONAL VS. DIGITAL
}3 MONTHS }3 MONTHS }3 MONTHS }3 MONTHS
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challenge
DROP DROP DROP DROP
TRADITIONAL VS. DIGITAL
}3 MONTHS }3 MONTHS }3 MONTHS }3 MONTHS
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challengeTRADITIONAL VS. BUSINESS
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challengeTRADITIONAL VS. BUSINESS
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challengeTRADITIONAL VS. BUSINESS
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challengeTRADITIONAL VS. BUSINESS
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challengeTRADITIONAL VS. BUSINESS
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challenge
BIG IDEA
TRADITIONAL VS. BUSINESS
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challengeTRADITIONAL VS. BUSINESS
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challengeTRADITIONAL VS. BUSINESS
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challengeTRADITIONAL VS. BUSINESS
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challengeTRADITIONAL VS. BUSINESS
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challengeTRADITIONAL VS. BUSINESS
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challengeTRADITIONAL VS. BUSINESS
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challengeTRADITIONAL VS. BUSINESS
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challengeTRADITIONAL VS. BUSINESS
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challengeTRADITIONAL VS. BUSINESS
Half the money I spend on advertising is wasted; the trouble is I don't know which half."
- JOHN WANAMAKER
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challenge
marketing
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challenge
marketing
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challenge
marketing
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challenge
:-(
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iterative marketing
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iterative marketing
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iterative marketing
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iterative marketing
big idea
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iterative marketing
right idea
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iterative marketingCONCEPT
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iterative marketing
brandon schaueradaptivepath.com
CONCEPT
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iterative marketing
creative brief
CONCEPT
GOAL: The Best Wedding Cake. Ever.
We’re having a wedding.People love cake.We need cake everyone will be impressed with and love eating.
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BIG IDEA
iterative marketingCONCEPT
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iterative marketingCONCEPT
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iterative marketingCONCEPT
pitchConcept: The Best Wedding Cake.
People love yellow cake with vanilla frosting.It has to be multi-tiered.It has to be fancy.
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iterative marketingCONCEPT
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iterative marketingCONCEPT
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iterative marketingCONCEPT
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iterative marketingCONCEPT
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iterative marketingCONCEPT
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right idea
iterative marketingCONCEPT
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iterative marketingCONCEPT
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iterative marketingCONCEPT
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iterative marketingCONCEPT
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iterative marketingCONCEPT
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iterative marketingCONCEPT
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iterative marketingCONCEPT
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iterative marketingCONCEPT
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iterative marketing
right idea
CONCEPT
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iterative marketing
right idea, efficiently
CONCEPT
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iterative marketing
optimize the middle
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iterative marketing
traditional process
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iterative marketing
TIMESUCCESSEFFORT
PROJECT TIMELINE: TRADITIONAL
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iterative marketing
TIMESUCCESSEFFORT
PROJECT TIMELINE: TRADITIONAL
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iterative marketing
TIMESUCCESSEFFORT
PROJECT TIMELINE: TRADITIONAL
@WTEngage #wte10
iterative marketing
TIMESUCCESSEFFORT
PROJECT TIMELINE: TRADITIONAL
@WTEngage #wte10
iterative marketing
TIMESUCCESSEFFORT
PROJECT TIMELINE: TRADITIONAL
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iterative marketing
BRIEF IDEATION EXECUTIONAL
PROJECT TIMELINE: TRADITIONAL
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iterative marketing
TIMESUCCESSEFFORT
PROJECT TIMELINE: TRADITIONAL
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iterative marketing
TIMESUCCESSEFFORT
PROJECT TIMELINE: TRADITIONAL
@WTEngage #wte10
iterative marketing
TIMESUCCESSEFFORT
PROJECT TIMELINE: TRADITIONAL
@WTEngage #wte10
iterative marketing
TIMESUCCESSEFFORT
PROJECT TIMELINE: TRADITIONAL
@WTEngage #wte10
iterative marketing
TIMESUCCESSEFFORT
PROJECT TIMELINE: TRADITIONAL
@WTEngage #wte10
iterative marketing
TIMESUCCESSEFFORT
PROJECT TIMELINE: TRADITIONAL
@WTEngage #wte10
iterative marketing
TIMESUCCESSEFFORT
PROJECT TIMELINE: TRADITIONAL
@WTEngage #wte10
iterative marketingPROJECT TIMELINE: TRADITIONAL
@WTEngage #wte10
iterative marketing
TIMESUCCESSEFFORT
PROJECT TIMELINE: TRADITIONAL
@WTEngage #wte10
iterative marketing
TIMESUCCESSEFFORT
PROJECT TIMELINE: TRADITIONAL
@WTEngage #wte10
iterative marketing
optimizing the middle
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iterative marketing
TIMESUCCESSEFFORT
PROJECT TIMELINE: ITERATIVE
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iterative marketingPROJECT TIMELINE: ITERATIVE
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iterative marketing
TIMESUCCESSEFFORT
PROJECT TIMELINE: ITERATIVE
@WTEngage #wte10
iterative marketing
TIMESUCCESSEFFORT
PROJECT TIMELINE: ITERATIVE
@WTEngage #wte10
iterative marketing
TIMESUCCESSEFFORT
PROJECT TIMELINE: ITERATIVE
@WTEngage #wte10
iterative marketing
TIMESUCCESSEFFORT
PROJECT TIMELINE: ITERATIVE
@WTEngage #wte10
iterative marketing
TIMESUCCESSEFFORT
PROJECT TIMELINE: ITERATIVE
@WTEngage #wte10
iterative marketing
TIMESUCCESSEFFORT
PROJECT TIMELINE: ITERATIVE
@WTEngage #wte10
iterative marketing
TIMESUCCESSEFFORT
PROJECT TIMELINE: ITERATIVE
@WTEngage #wte10
iterative marketing
TIMESUCCESSEFFORT
PROJECT TIMELINE: ITERATIVE
@WTEngage #wte10
iterative marketing
TIMESUCCESSEFFORT
PROJECT TIMELINE: ITERATIVE
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iterative marketing
TIMESUCCESSEFFORT
PROJECT TIMELINE: ITERATIVE
@WTEngage #wte10
iterative marketing
TIMESUCCESSEFFORT
PROJECT TIMELINE: ITERATIVE
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iterative marketing
TIMESUCCESSEFFORT
PROJECT TIMELINE: ITERATIVE
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iterative marketing
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iterative marketinglaunching
analyzing and adjusting
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iterative process
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iterative process
BRIEF IDEATION EXECUTIONAL EVAL.
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iterative process
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iterative processPROBLEM
DEFINITION
DISCOVERY
EXECUTIONAL
ADJUSTMENT
STRATEGY
ROADMAP
ANALYSIS
}}
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iterative processPROBLEM
DEFINITION
DISCOVERY
EXECUTIONAL
ADJUSTMENT
STRATEGY
ROADMAP
ANALYSIS
}}
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iterative process
what is your client trying to achieve?
PROBLEM DEFINITION
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iterative process
“WE NEED TO BE ON TWITTER!”
PROBLEM DEFINITION
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iterative process
“FACEBOOK!”
PROBLEM DEFINITION
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iterative process
“SYNERGISTIC SOCIAL MEDIA SOLUTIONS!!!”
PROBLEM DEFINITION
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iterative process
what is their definition of success?
PROBLEM DEFINITION
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iterative process
how does this family up to overall business goals?
PROBLEM DEFINITION
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iterative processPROBLEM DEFINITION
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iterative process
there will probably be multiple steps between project goals and business goals
PROBLEM DEFINITION
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iterative process
direct responsevs.brand building
PROBLEM DEFINITION
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iterative process
project business
PROBLEM DEFINITION
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iterative process
project business
PROBLEM DEFINITION
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iterative process
“engagement”“conversation”
PROBLEM DEFINITION
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iterative process
“engagement” business
PROBLEM DEFINITION
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iterative process
example
PROBLEM DEFINITION
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iterative process
“trusted energy advisor”
PROBLEM DEFINITION
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iterative process
“reduce energy use”
PROBLEM DEFINITION
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iterative process
project goal“trusted energy advisor”
business goaluse less energy
PROBLEM DEFINITION
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iterative processPROBLEM
DEFINITION
DISCOVERY
EXECUTIONAL
ADJUSTMENT
STRATEGY
ROADMAP
ANALYSIS
}}
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iterative process
BIG IDEA
DISCOVERY
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iterative process
BIG IDEA
DISCOVERY
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iterative process
BIG IDEA
DISCOVERY
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iterative process
BIG IDEA
DISCOVERY
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iterative process
BIG IDEA
DISCOVERY
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iterative process
BIG IDEA
DISCOVERY
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iterative process
BIG IDEABIG IDEA
DISCOVERY
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iterative processDISCOVERY
TIMESUCCESSEFFORT
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iterative processDISCOVERY
TIMESUCCESSEFFORT
@WTEngage #wte10
iterative processPROBLEM
DEFINITION
DISCOVERY
EXECUTIONAL
ADJUSTMENT
STRATEGY
ROADMAP
ANALYSIS
}}
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iterative process
strategy?
STRATEGY
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iterative processSTRATEGY
strategy?
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iterative process
strategy ≠ tactics
STRATEGY
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iterative process
tactics = things you do
STRATEGY
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iterative process
strategy = ideas you implement
STRATEGY
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iterative process
strategy = “technologically open”
STRATEGY
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iterative process
strategy = “technologically open”
STRATEGY
“community-centered”
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iterative process
strategy = “technologically open”
STRATEGY
“community-centered”“simple and inviting”
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iterative process
tactics = “HTML”
STRATEGY
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iterative process
tactics = “HTML”
STRATEGY
“Twitter”
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iterative process
tactics = “HTML”
STRATEGY
“Twitter”“yellow and green”
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iterative process
strategy = goals + research + insights
STRATEGY
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iterative process
strategy = constitution of the project
STRATEGY
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iterative processPROBLEM
DEFINITION
DISCOVERY
EXECUTIONAL
ADJUSTMENT
STRATEGY
ROADMAP
ANALYSIS
}}
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iterative process
roadmap = tactics
ROADMAP
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iterative processROADMAP
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iterative process
NOW
ROADMAP
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iterative processBIG IDEA
ROADMAP
NOW
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iterative processROADMAP
BIG IDEA
NOW
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iterative processROADMAP
BIG IDEA
NOW
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iterative processROADMAP
BIG IDEA
NOW
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creative briefGOAL: The Best Wedding Cake. Ever.
We’re having a wedding.People love cake.We need cake everyone will be impressed with and love eating.
iterative processROADMAP
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iterative process
Iteration 1: Yellow Cake Cupcake with Vanilla FrostingHypotheses: Yellow Cake Cupcake with Vanilla Frosting is the ideal flavor for wedding cakes and is structurally sound for stacking.
Tactics: Make and distribute 50 cupcakes to random people. Make a 3 level tower of cupcakes.
Goals: Find a flavor that 75% of people like.Successfully stack cupcakes.
ROADMAP
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iterative process
Iteration 2: Yellow Cake Birthday Cake with Vanilla Frosting
ROADMAP
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iterative process
Iteration 3: Wedding Cake
ROADMAP
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iterative processROADMAP
BIG IDEA
NOW
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iterative processROADMAP
BIG IDEA
NOW
@WTEngage #wte10
iterative processPROBLEM
DEFINITION
DISCOVERY
EXECUTIONAL
ADJUSTMENT
STRATEGY
ROADMAP
ANALYSIS
}}
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iterative process
making the thing
EXECUTION
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iterative processPROBLEM
DEFINITION
DISCOVERY
EXECUTIONAL
ADJUSTMENT
STRATEGY
ROADMAP
ANALYSIS
}}
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iterative process
progress towards goals
ANALYSIS
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iterative process
progress towards goalsvalidation of hypotheses
ANALYSIS
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iterative process
progress towards goals
ANALYSIS
TIMESUCCESSEFFORT
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iterative processANALYSIS
validation of hypotheses
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iterative process
Iteration 1: Yellow Cake Cupcake with Vanilla FrostingHypotheses: Yellow Cake Cupcake with Vanilla Frosting is the ideal flavor for wedding cakes and is structurally sound for stacking.
Tactics: Make and distribute 50 cupcakes to random people. Make a 3 level tower of cupcakes.
Goals: Find a flavor that 75% of people like.Successfully stack cupcakes.
ANALYSIS
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iterative process
Iteration 1: Yellow Cake Cupcake with Vanilla FrostingHypotheses: Yellow Cake Cupcake with Vanilla Frosting is the ideal flavor for wedding cakes and is structurally sound for stacking.
Tactics: Make and distribute 50 cupcakes to random people. Make a 3 level tower of cupcakes.
Goals: Find a flavor that 75% of people like.Successfully stack cupcakes.
ANALYSIS
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iterative processANALYSIS
@WTEngage #wte10
iterative processANALYSIS
@WTEngage #wte10
iterative processANALYSIS
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iterative processANALYSIS
YUMMY?
YELLOWVANILLA
YELLOWCHOC.
CHOC.CHOC.
REDSATIN
PIE
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iterative processANALYSIS
YUMMY?
YELLOWVANILLA
YELLOWCHOC.
CHOC.CHOC.
REDSATIN
PIE
Hypotheses: Yellow Cake Cupcake with Vanilla Frosting is the ideal flavor for wedding cakes
Goals: Find a flavor that 75% of people like.Successfully stack cupcakes.
@WTEngage #wte10
iterative processPROBLEM
DEFINITION
DISCOVERY
EXECUTIONAL
ADJUSTMENT
STRATEGY
ROADMAP
ANALYSIS
}}
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iterative processADJUSTMENT
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iterative processADJUSTMENT
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iterative processADJUSTMENT
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iterative processGETTING STARTED
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iterative processGETTING STARTED
have the right teamDESIGNERSSTRATEGISTS
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iterative processGETTING STARTED
have the right teamDESIGNERSSTRATEGISTSANALYSTSDEVELOPERS
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iterative processGETTING STARTED
have the right teamDESIGNERSSTRATEGISTSANALYSTSDEVELOPERSCLIENT
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iterative processGETTING STARTED
have the right teamDESIGNERSSTRATEGISTSANALYSTSDEVELOPERSCLIENTBIZ
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iterative processGETTING STARTED
marketing strategy
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iterative processGETTING STARTED
how you position your brandin the market place
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iterative processMARKETING
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iterative processMARKETING
ADVERTISING PR RETAIL
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iterative processMARKETING
ADVERTISING PR RETAIL
TV PRINT DIGITAL
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iterative processMARKETING
ADVERTISING PR RETAIL
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iterative processMARKETING
ADVERTISING PR RETAIL
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iterative process
it a choice you need to make early
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iterative process
you need to get everyone on board
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iterative process
you can do this
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iterative process
you should do this
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questions?
thanks!
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