Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (20)
En vedette
En vedette (20)
Similaire à Too Busy To Do Good Work
Similaire à Too Busy To Do Good Work (20)
Dernier
Dernier (20)
Too Busy To Do Good Work
- 3. Tidal wave on the horizon
- 7. 1 interruption every 8 minutes
- 8. 7 interruptions every hour
- 9. 50-60 interruptions every day
- 10. Average interruption: 5 minutes Totaling about 50% of the average workday
- 11. 80% of those interruptions are typically rated as “little value” or “no value” This creates approximately 3 hours of wasted time per day
- 12. Step 1 A formula for success
- 13. It takes 21 days to develop a new habit
- 14. Make tiny, specific changes in your daily work habits
- 15. Small wins are a steady application of a small advantage
- 16. Practice 1
- 17. Practice 1
- 18. Practice 1
- 21. Biggest cause of unproductive work days and wasted time? 49% of workers agree
- 22. Meetings
- 25. STOP mindlessly accepting meetings
- 27. Create blocks of UNINTERRUPTED work 2-4 hours per day
- 29. Every minute spent in planning saves as many as 10 minutes in execution. “ ”
- 30. Practice systematic time planning with lists
- 31. All the priorities for the month ahead Plan your entire week in advance Items from monthly & weekly lists transferred to your daily list
- 33. SWITCH OFF all pings, popups, notifications
- 34. DO NOT check email
- 35. Time Yourself – Understand how long work ACTUALLY takes
- 37. Use clear naming conventions
- 39. Indicate actions in labels / naming schemes
- 40. 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 Operating Systems > Apply to All Campaigns Strategic > Redirect Traffic to Brand Campaigns > Apply to Non-Brand Campaigns 28 140 145 40 130 140 175 25
- 41. Email is NOT a storage container. It’s a shipping container
- 42. Extract critical information from your inbox
- 44. Label file names with clear purpose
- 46. Set up a master client knowledge base Add to it daily
- 49. Use a change sheet to track team actions
- 52. Emails multiply like rabbits. We chase them up to 50 times a day!
- 53. Write meaningful & articulate subject lines
- 56. Project Management Tool Group Chat Tool Face-to-face / Phone
- 57. Use a shared Google doc to collaborate on & house agendas
- 59. Bookmark frequently used programs
- 60. Pocket articles / whitepapers & blogs
- 62. Use a password management tool
- 65. Every time you complete a repeatable task – add instructions to it. Even just one sentence.
- 66. Use a project brief for all new projects / tests / campaigns
- 68. Set aside 30 minutes a day to update your skills
Notes de l'éditeur
- Has the knowledge worker become the modern line worker of today? You go to the office every day. You work hard. You put in 8, 10,12 hours. But when you reflect on your day, what have you achieved? But are really doing good work? Are we doing meaningful work? As knowledge workers, we should creating, thinking critically, challenging the status quo. When was the last time you challenged a best practice? Are you pushing the envelope in your work? Are you questioning ‘best practices’? When was last time, you developed a new practice that became a best practice? Are you doing really meaningful work? Or punching in a clock every day? Have you stopped to ask yourself this question? We all go to work every day. We “work” Hard. In this room, we are knowledge workers, yet, in your day to day, how much knowledge are you developing? Or are you grinding away, day in, day out, working hard, but NOT really feeling like your work is making a difference. Have you stopped to think about it?
- Because if you haven’t, you may also have not noticed the tidal wave on the horizon. Marketing as a function is changing. Again. At an unprecedented rate. The Economist Intelligence Unit ran a recent study in 2015 in which they surveyed 478 high level marketing executives worldwide And they conducted in depth interviews with CMOs from brands like Mastercard, Zipcar, Wells Fargo, Virgin The consensus was clear. More than 80% of the executives surveyed say that marketing needs to be restructured to better support the business.
- As marketers. You have a choice. Ride the wave. Or be crushed by the wave. Because the reality is that there will always be a wave behind us. And this time, it’s bigger and picking up speed.
- So what’s changing you ask? 1. Marketing’s role on the P+L will shift Marketing will increasingly be seen less as a cost and more as a source of revenue 2. Our responsibilities are growing We are responsible for managing the customer experience, across the customer lifecycle, across channels, from initial awareness through to loyalty and advocacy. Customer experience is increasingly seen as a key to competitive advantage in every industry 3. A marketer’s greatest achievement? An engaged customer. Because an engaged customer keeps coming back. In practical terms, that means ‘renewals’, ‘retention’ and ‘repeat’ purchases You don’t achieve customer engagement with the flick of a switch – it requires ‘thinking’ / ‘smart ideas’ / ‘execution’ 4. To reach customers, it’s become increasingly important to do that across multiple channels The buzzword used to be ‘multi-channel’ and now it is ‘omni-channel’ – but there is a clear difference Both focus on ‘integrated marketing communications’ – however ‘multi-channel’ is the tactical approach to marketing on different channels The difference, he says, is that while multichannel tends to be based on an inside-out approach, omnichannel is more outside in, a consideration of the customer experience from his perspective. "It's how a customer would see the world,“ 5. The kicker. You don’t achieve cohesive, omni-channel customer engagement by pushing buttons and launching a few marketing channels. An engaged customer being reached cohesively across multiple channels with an amazing customer experience. That’s not going to happen by itself And it not only requires new skills in digital engagement, marketing operations and technology But also the ability to use data and analytics to knit together the story behind the channels CMOs want people with the ability to grasp and manage the details (in data, technology and marketing operations) combined with a view of the strategic big picture
- So that’s a little overwhelming How do we get there without quitting our day jobs? How do we become better marketers, when our days look like this?
- So how do we find the time to develop these new skills? To become the new age technological marketer? This is what we will be talking about today. In an age where marketing roles are evolving faster than ever – we need the skills to become more effective in managing our work. Only by being more effective, by doing more meaningful work and by finding ways to reduce distractions in the work day, will we able to take our work and our teams to the next level That is my goal today, to give you actionable tools that will help you to maximize the hours you spend working We’re going to pull it back, to the granular tactics of your work day - so that you become 10 – 20 – 30% more effective
- In order to stay ahead of the wave, we need to start with the average work day Our goal is not to work longer hours but to make the time that we are working, more effective Today, I’m going to share with you practical tactics, that have improved our PPC processes in an agency environment Many of these tactics are applicable across marketing functions And I encourage you to apply them and to come up with your own ideas to make your work day more effective
- The conventional wisdom is that it takes 21 days to develop a habit A Habit is a decision that has become automatic
- We are going to focus on making tiny, specific changes in your daily work habits so that you are able to do more work, more effectively, either individually or in a team environment The goal is to do better, higher quality work in the time that you are working and to find time to fill the widening skills gap within digital marketing
- It is by taking these tiny, specific actions every single day, that you will build your competitive advantage
- So let’s talk about the formula. This is how it works Our 21 days we are going to introduce 21 process improvement tactics that will progressively become habits On Day 1, we are going to introduce Habit 1 and focus on executing upon that tactic
- On Day 2, we will introduce Habit 2 but we will be implement and be conscious of Habit 1 & 2 Not every action that you introduce will need to be taken daily, but with each day you will introduce it into your consciousness, be aware of it and action it if required We are perform the tactics
- And so forth, we will continue to add habits… and repeat them
- In 21 Days, you will have mastered 1 Habit… In 22 Days, you will have Habit 1 and 2 under your belt… and so forth In a period of 3 weeks, you will have introduced all 21 habits
- The areas that we will focus on are the components that make up work Our goal is to find flow in all of these components in order to make it easier, more efficient and faster to execute good work well We have identified different elements / tactics that make us more productive in the agency / PPC world I challenge you to think of the tactics that you could improve in your day to day and share @Mturek – MozCon
- First, we are going to focus on taking back control of our work day So often our days are controlled by external forces, whether they are meetings, emails or fires, from executives or clients
- Take a look at your calendar and ask yourself, how much time do you really have to do real work? And I don’t mean shooting off an email, I’m talking about meaningful work, without distraction, where you can mentally dive deep into a project or problem that you want to solve
- The first thing that you need to do is to stop mindlessly accepting meetings And to proactively review your calendar
- You should be doing this at the start of every week Every time you receive a meeting request, ask yourself, do you really need to be there? What is the purpose of the meeting? What is the desired outcome? What role are you required to play in the meeting? Is there an agenda? Spring clean your calendar every week. Decline meetings where you are not required. Reschedule meetings that create ‘unworkable’ blocks of time in your calendar
- Then, once you have cleaned your calendar, every day, add 2-4 hour blocks of time in which you will do uninterrupted work Create a meeting invite and work religiously to not allow anyone to encroach on that time with another meeting This is the time every day, that you will focus on doing ‘real’ work Figure out when you are most effective – are you a morning person? Or do you only wake up at midday? Try to create these blocks of work time when you are most effective and mentally sharp
- To know what to work on, you need to plan
- Develop different lists for different purposes. First you create a MASTER list, where all the work you want to do / all client requests / all ad hoc reporting / any new tasks floating in via email / any work that needs to be done goes on this list and is iteratively updated Then, every month, you think about your top level priorities for the month and you move those tasks from your MASTER list into your monthly list (this could be summarized also in more high level strategic points) For example, your focus may be on preparing for the next Quarterly Business Review – in which you would make a note of that in your monthly list In your Weekly List, you are more granular and write down the tactics – so given you MONTHLY priorities, you pull out the tactical tasks from your Master List into your Weekly List Ideally, you are preparing your Weekly List on Sunday night, so that when you go in to the office on Monday, you are clear on your priorities for that week You do the same thing with the Daily Priorities, this can be a list on a piece of paper where you write down your top priorities for the day And when you sit down to work in your blocked off 2-4 hours, you work from this list - because you have already predefined your priorities You know what is most important – you don’t need to wait for an email to tell you what to do or what to work on- your approach to your work starts to become more proactive than reactive
- Once we make the time to work And we know what to work on We need to work. Without distraction.
- Do it. Start with 2 hours. Don’t allow yourself to be distracted by email / group chat / notifications / your phone!
- Log out of your email client.
- Use a self timer, for all tasks. This will help you understand how long they take. It can also be used as a motivator where you may set time limits.
- The average executive loses six weeks per year searching for missing information (almost 1 hour per day, per person). File storage system Onboarding > Delegation > Sharing Projects > Save you time
- In Paid Search campaigns, we work with a lot of structure Having clear naming conventions, in anything you do, is critical as it makes it easier to navigate the structure, to add new campaigns and to understand the account Clear naming conventions are also critical to reporting – especially if you use CID codes and you need to create dimensions in the data for reporting purposes
- In any software you use, try to be as clear as possible For example, in Negative keyword lists in AdWords, we indicate the action in the list name – so that it is clear to which campaigns that negative keyword list should be attributed Makes delegation easier
- When it comes to organizing information, email is one of the most overlooked information repositories
- Every email that hits your inbox should be actioned in some way If you receive a file, you should save that information in a document management platform, such as Dropbox or an internal system that you have Any action items should go into your Master task list Any new information about a project or a client, should be entered into a Master knowledge base
- Use very clear file naming conventions in a structured and clearly defined hierarchy The purpose of each file should be clear in the file name And each file should be saved in a logical folder – everyone on the team should easily be able to navigate the folder system by logic, even if they have never been in that folder before Spend 5 minutes a day cleaning up your folder system
- PPC Client Example
- This can be in any format or structure you choose – whatever makes sense to you I like to do this in Excel, where each tab has a specific purpose And for each project a repository of data is built This is particularly important on projects that have a long life – we work on client engagements that can last anywhere from 3 months to a number of years Ensuring that all client history is recorded and up to date is critical when working with multi-disciplinary teams This also helps to mitigate the risks of employee turnover, in a knowledge worker environment
- Most of us work on teams and it’s important for teams to stay on the same page and understand the context of what everyone is doing
- Particularly in Paid Search, where multiple people may be working on one project it is important to keep track of the high level strategic and tactical changes that are being made in an account We use centralized, Google Doc change sheets where we can track changes This is also very important for reporting purposes, as it more easily allows you to match up a change in performance to the event that may have caused it
- Next we will focus on the ‘communication’ element of work flow We tend to throw everything into email
- We send and receive a very large number of emails in a day So if you are going to send an email, make the purpose of that email clear by
- Your subject line should clearly show the purpose of the email Especially in an agency environment where you may be receiving a wide range of emails – having clear subject lines helps you to prioritize the emails
- Making requests Status update Tracking down information Sharing documents Asking questions Asking for feedback Clarifying information Rather than putting everything into email
- Communicate about the right things in the right places Project related communication should go into a project management tool If you are seeking a status update or looking for clarification, this can be done via a Group Chat Tool or Skype And sometimes, you don’t even need to send an email! You can pick up the phone or have the conversation in person
- One communication efficiency that we use and works really well is to set up a shared Google doc for agendas All our agendas live in a shared Google Doc, where we can collaborate prior to a meeting and where our meeting notes are stored Each agenda is linked to by date, so over time, you develop a running history of meeting notes and agendas – which serves as a solid way in which to stay up to date on a project It is also a handy tool in getting new team members up to speed on a project
- In thinking about working efficiently, you want to speed up your processes There are some basic things you can do
- Rather than having two dozen tabs open (for which I am well known) This is a great tool, when it comes to storing whitepapers / web pages / blog posts that you want to read or access later
- We have sooooo many passwords, that using a password management tool makes it so much quicker and more efficient to navigate between programs and to keep track of your passwords
- Where possible, standardize. Use templates. Don’t build everything from scratch, but rather build upon a baseline that becomes stronger and stronger.
- As knowledge workers, you constantly want to be pushing yourself to think, to innovate, to create In order to do this, you need to automate or delegate repeatable and standard tasks
- Any new campaign launch / test or net new project should be supported by a project brief Often times we are talking about standard information, that drifts between multiple emails rather than being put into a information repository How many times have you started a new campaign only to find that all your key information is scattered Your landing page URLs are in one email Budgets are in another email Not all stakeholders have the same information
- The project brief does not need to be a complex template It simply needs to contain the core information that defines a campaign / project or test
- After a period of 3 weeks, when you have started to become more effective – block off at least 30 minutes a day to learn and develop your skills This is what we have been working towards – not only to become more effective in how we work, but also to find time in our day to develop new skills This will be the easiest habit to break – because there will always be more urgent things to get to. Stick it out. Measure your effectiveness. Reward yourself for your efficiency and discover new ways to be smarter. Expand your knowledge. This is ultimately what will make you a better marketer I think that sometimes we get so lost in the rat race, that we forget, that it’s not about being the rat that works the longest work day, but the one that has the most meaningful & creative day.
- Why? Because ultimately, the first thing that you need to do work is not time, but knowledge You can have all the time in the world but if you don’t have the skills, that tidal wave will crush you Remember, the tidal wave is getting bigger and faster. As marketers, we will always have a tidal wave behind us. Learn to Ride it.
- Ladies & Gentlemen. Today is Day 0. Your first habit is to commit. Tomorrow is Day 1. Which tiny, specific habit will you integrate into your day?