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Really Efficient
Marketing
Teams
Presenter:	
   Jose	
  Truchado	
  
Date:	
  
October	
  4th,	
  2013	
  
Location:	
   Kiev	
  
Who am I?
1. 
2. 

3. 
4. 
5. 
6. 
7. 
8. 
9. 

Twitter: @TruchadoSEO
http://about.me/Truchado

	
  

☀	
  

Currently leading the SEO team at Expedia
Entrepreneur with more than 15 years of experience in
developing internet projects
I’ve started 10 internet projects/companies
Worked with companies such as Expedia, Thomas
Cook, Delta Airlines, Travers Smith, Eurostar, etc
Managed more than 150 people throughout my career
Built my first website in 1996
Published my first book about Online Marketing in
1998 (in Spanish)
Still remember when the Search Engine battle had
several major players
I’m an ENTP (you’ll find out later what this means)

“My passion is to develop efficient
teams that can maximize the company’s
investment in marketing channels
through INNOVATION and
COLLABORATION”

Twitter: @TruchadoSEO
http://about.me/Truchado

	
  
presentation
What	
  will	
  you	
  get	
  from	
  this	
  	
  

“Hopefully a few notes and tips
that will allow you to not only
improve the efficiency of
your marketing initiatives but
also yours and your team’s self

fulfillment feeling by
knowing how they operate and
what their preferences are”

Richard Rogers
Back

To	
  Basics	
  

Get back to the core
of digital marketing
effectiveness by
focusing on the
consumer
First think who you are selling to, by knowing your target public and
what they do you’ll be able to create better targeted marketing
campaigns. Don’t limit yourself by the pre-defined structure of your
team, and be swift in change of that structure according to the needs
of your audience.
Organizational	
  structure	
  

Working in silos
“Online is a
fast moving
and constantly
changing
world, but we
work in stiff and
constrained
organizational
structures that
nobody seems to
want to change”
Working	
  in	
  Silos	
  

Expedia’s Tweeter Campaign

h#p://www.youtube.com/watch?v=XRibUVKhP8I	
  
Challenges
The	
  power	
  of	
  teamwork	
  

Working in a silo structure is
frustrating and slow
Working as a Silo, 
why shouldn't we?
0 0 0 0 0
1 2 3 4 5

Organizational silos don't just appear
spontaneously. They're created by a mix of
mindset, culture, and process factors that
many associations share.

ü  Working in silos make any cross-platform ideas too far fetched as they involve
far too many stakeholders to get off the ground
ü  Opportunities are missed when information is not shared or it’s lost in processes
ü  People in teams can’t be developed to their full potential if they are limited in
things they can do within a content marketing strategy
ü  SEO, PPC, Social Media, Email, PR… what do they mean other than marketing
initiatives for brand positioning and customer acquisition.
ü  Think of overlapping actions as opportunities for efficient initiatives: i.e.
Blogger outreach helps both PR and SEO

creative

vision

An efficient team believes in the
power of strategic design thinking
coupled with hands on execution and is
not limited by structures or processes

passion
“Whether you work in a small or large
organization you must facilitate the
communication across marketing teams to
achieve better and more powerful results”

Integrated Marketing teams
The	
  power	
  of	
  teamwork	
  
How I feel
When PR people place a press release
in a blog without links and without
talking to us first.
This	
  is	
  

What I do
When the PPC is bidding on branded
keywords where no other competitor is
bidding
Why can’t we seem to
Work together efficiently
How do we do that?
Improve	
  communication	
  
Knowing your team
The power of	
  

“I realised I didn’t know my team
beyond the set of skills for which I
hired them, but are they happy doing
what they are doing? Am I maximising
their presence in my team?”
Know your team!
David	
  Keirsey’s	
  Temperaments	
  

By knowing your team
members’ skills and preferences
you will be able to distribute
tasks more efficiently

Rationals
Facts  Figures

Idealists

4

Ideas, Vision

Guardians
Project Management  Risk assessment

2

Artisans

1

3

Design  Build
Know your team!
David	
  Keirsey’s	
  Temperaments	
  

Each house at Hogwarts has its own
noble history and its own unique
character -- almost exactly fitting the
four temperaments

Rationals
Ready mind
wit and learning.

Idealist

4

Willing to fight for
what is 'right and
good.'

Guardians
Loyal,...patient...true, and unafraid

2

Artisans

1

3

Resourceful...with a certain disregard for rules,'
Know your team!
David	
  Keirsey’s	
  Temperaments	
  

Each department represents the
brand in an unique way, using
different strategies to ultimately
achieve a similar goal of acquiring
new customers/users/visitors and
spread the name of the brand.

Rationals

SOCIAL	
  

Idealist

SEO	
  

PR	
  
Guardians

PPC	
  
Artisans
Tools	
  

Myers Briggs
The Myers-Briggs Type Indicator is an
instrument designed to evaluate people and
provide descriptive profiles of their personality
types. It's the most popular and widely used
personality-assessment tool of its kind in the
world, being administered annually to
individuals, including to employees of most
Fortune 500 companies
Myers Briggs
The	
  four	
  dimensions	
  of	
  

Extrovertion
Introvertion

Extraverted people like interacting
with others, they get energized by
external signals, they like debating
and initiating conversations while
Introverted people need to analyse
information inside their heads before
sharing their thoughts with others,
they will look for that space to go
back inside their heads

Sensing
iNtuition

Thinking
Feeling

Judging
Perceiving

Sensing people focus on what’s real
and tangible, they will be able to
look at a project and easily find
inconsistencies and. Intuitive people
connect dots to form ideas, they
clearly see the future and what they
want it to be.

Thinking people are moved by logic,
in a marketing project they will be
able to define paths and what’s
needed to achieve a goal. Feeling
people are able to connect with
others and empathise with the client
or user to understand what they
need.

Judging people will give a structure
to any project or initiative they can
easily set the milestones and
timeline of a project. Perceiving
people are able to adapt to the
unexpected, they are energised with
last minute pressures.
I	
  am	
  an	
  

ENTP
As	
  an	
  	
  ENTP	
  

I don’t like
“Make me look at spreadsheets for days
and you’ll get the worst out of me”
The	
  power	
  

Different skills
By taking advantage of the different personality
characteristics of your team, you will undoubtedly
drive them to success
I’ve got an

What do we do with it?
PR
Contacts
Bloggers
PR is looking at brand expansion
and is trying to locate and
collaborate with influencers that will
advocate for the brand, in order to
do so PR is organising activities with
a selected group of bloggers that is
getting some attention from the
media.

SEO is
doing
blogger
outreach
SEO is trying to cover a niche in the
market for which they have created
a new set of optimised landing
pages. They are doing blogger’s
outreach as part of their link
building initiatives. One of the things
they are offering bloggers is a new
and very interesting infographic

Saving	
  on	
  time	
  and	
  effort	
  

PPC Needs
new landing
pages
PPC team is looking at expanding
their campaign and improve their
efficiency, for which they need to
find a niche and create a set of
well optimised landing pages.

Email
needs
interesting
content
Email Marketing team is looking for
new interesting content that can
be included in the newsletters,
something that is not the same old
deals list, something that engages
the consumer into getting used to
opening the newsletter and
interacting with it.

Who needs who in the process
Content
The	
  very	
  thing	
  that	
  unify	
  us	
  is	
  

ideas

think

Once you go back to thinking
about what the client needs,
your content ideas will come
naturally to you

Put your client/user hat on
and think how you would
react to your idea

communicate

The needs of your area of the
business will most likely be
shared by other areas

unify

If you produce content that
can be used by several areas
of the business, suddenly the
ROI will be much greater

innovate

launch

Have brainstorming sessions,
think big before limiting
yourself by what surrounds
you

BE BOLD, make sure that
your ideas are not slowed
down by internal rules and
processes
ideas
The	
  power	
  of	
  

common strategy
01
.

After listening closely to everyone’s
needs, use the knowledge and
experience of the teams to carefully craft
a strategy that'll benefit all teams and
where all teams participate.

development
02
.

Allocate tasks and milestones according
to the teams’ skills and capabilities and
have regular brainstorming  reporting
sessions

result
03
.

Measure results across the board and in
individual teams and apply learnings to
make the project scalable
London Videos
Cross	
  departments	
  initiative	
  

London Videos
For the London Olympics we collaborated
with PR, Email Marketing and PPC to produce
a series of videos about attractive places in
London
The videos where subtitled in 9 different
languages and although in some countries
were more successful than others they
resulted in an average of 10 – 30 links

from media outlets per video

Concept:
Date:

Tourist Videos
2012

Cost:
Clients:

9 different Expedia POS

Services:

h#p://www.youtube.com/watch?v=p2BJqbmk5Dw	
  

$400

•  Link Building
•  PR
•  Email Content
the team
The	
  power	
  of	
  teamwork	
  

It’s no longer about being the SEO
team, but part of the team that drives
the ideas, the content, and ultimately
the visitors and transactions.
Results
The	
  graphs	
  

]	
   After implementing a more collaborative strategy
49%
65% Increase in delivered multi channel projects
YoY Growth in our channel
How I feel now
This	
  is	
  
remember
Things	
  to	
  

Know your team

Think of your user first

01
.

There is no reason to attract users to
your site if you are not delivering the
content they need. Think of your users
and think how your team can serve their
needs best

02
.

If you don’t know the skillset that your
team members can bring to your projects
you will encounter unnecessary barriers,
difficulties and duplicated work.

Integrate  Communicate

03
.

Have brainstorming session with other
teams, see how you can help each other,
be aware of your common needs and
resources. If you do this your projects will
be more successful
contact
Keep	
  in	
  touch	
  

Contact Info
Email: jose@truchado.com
Web: www.about.me/truchado

Social Media
š

http://uk.linkedin.com/in/josetruchado/

™

Twitter: @TruchadoSEO

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Really efficient integrated marketing teams by Jose Truchado (Expedia)

  • 1. Really Efficient Marketing Teams Presenter:   Jose  Truchado   Date:   October  4th,  2013   Location:   Kiev  
  • 2. Who am I? 1.  2.  3.  4.  5.  6.  7.  8.  9.  Twitter: @TruchadoSEO http://about.me/Truchado   ☀   Currently leading the SEO team at Expedia Entrepreneur with more than 15 years of experience in developing internet projects I’ve started 10 internet projects/companies Worked with companies such as Expedia, Thomas Cook, Delta Airlines, Travers Smith, Eurostar, etc Managed more than 150 people throughout my career Built my first website in 1996 Published my first book about Online Marketing in 1998 (in Spanish) Still remember when the Search Engine battle had several major players I’m an ENTP (you’ll find out later what this means) “My passion is to develop efficient teams that can maximize the company’s investment in marketing channels through INNOVATION and COLLABORATION” Twitter: @TruchadoSEO http://about.me/Truchado  
  • 3. presentation What  will  you  get  from  this     “Hopefully a few notes and tips that will allow you to not only improve the efficiency of your marketing initiatives but also yours and your team’s self fulfillment feeling by knowing how they operate and what their preferences are” Richard Rogers
  • 4. Back To  Basics   Get back to the core of digital marketing effectiveness by focusing on the consumer First think who you are selling to, by knowing your target public and what they do you’ll be able to create better targeted marketing campaigns. Don’t limit yourself by the pre-defined structure of your team, and be swift in change of that structure according to the needs of your audience.
  • 5. Organizational  structure   Working in silos “Online is a fast moving and constantly changing world, but we work in stiff and constrained organizational structures that nobody seems to want to change”
  • 6. Working  in  Silos   Expedia’s Tweeter Campaign h#p://www.youtube.com/watch?v=XRibUVKhP8I  
  • 7. Challenges The  power  of  teamwork   Working in a silo structure is frustrating and slow
  • 8. Working as a Silo, why shouldn't we? 0 0 0 0 0 1 2 3 4 5 Organizational silos don't just appear spontaneously. They're created by a mix of mindset, culture, and process factors that many associations share. ü  Working in silos make any cross-platform ideas too far fetched as they involve far too many stakeholders to get off the ground ü  Opportunities are missed when information is not shared or it’s lost in processes ü  People in teams can’t be developed to their full potential if they are limited in things they can do within a content marketing strategy ü  SEO, PPC, Social Media, Email, PR… what do they mean other than marketing initiatives for brand positioning and customer acquisition. ü  Think of overlapping actions as opportunities for efficient initiatives: i.e. Blogger outreach helps both PR and SEO creative vision An efficient team believes in the power of strategic design thinking coupled with hands on execution and is not limited by structures or processes passion
  • 9. “Whether you work in a small or large organization you must facilitate the communication across marketing teams to achieve better and more powerful results” Integrated Marketing teams The  power  of  teamwork  
  • 10. How I feel When PR people place a press release in a blog without links and without talking to us first.
  • 11. This  is   What I do When the PPC is bidding on branded keywords where no other competitor is bidding
  • 12. Why can’t we seem to Work together efficiently
  • 13. How do we do that? Improve  communication  
  • 14. Knowing your team The power of   “I realised I didn’t know my team beyond the set of skills for which I hired them, but are they happy doing what they are doing? Am I maximising their presence in my team?”
  • 15. Know your team! David  Keirsey’s  Temperaments   By knowing your team members’ skills and preferences you will be able to distribute tasks more efficiently Rationals Facts Figures Idealists 4 Ideas, Vision Guardians Project Management Risk assessment 2 Artisans 1 3 Design Build
  • 16. Know your team! David  Keirsey’s  Temperaments   Each house at Hogwarts has its own noble history and its own unique character -- almost exactly fitting the four temperaments Rationals Ready mind wit and learning. Idealist 4 Willing to fight for what is 'right and good.' Guardians Loyal,...patient...true, and unafraid 2 Artisans 1 3 Resourceful...with a certain disregard for rules,'
  • 17. Know your team! David  Keirsey’s  Temperaments   Each department represents the brand in an unique way, using different strategies to ultimately achieve a similar goal of acquiring new customers/users/visitors and spread the name of the brand. Rationals SOCIAL   Idealist SEO   PR   Guardians PPC   Artisans
  • 18. Tools   Myers Briggs The Myers-Briggs Type Indicator is an instrument designed to evaluate people and provide descriptive profiles of their personality types. It's the most popular and widely used personality-assessment tool of its kind in the world, being administered annually to individuals, including to employees of most Fortune 500 companies
  • 19. Myers Briggs The  four  dimensions  of   Extrovertion Introvertion Extraverted people like interacting with others, they get energized by external signals, they like debating and initiating conversations while Introverted people need to analyse information inside their heads before sharing their thoughts with others, they will look for that space to go back inside their heads Sensing iNtuition Thinking Feeling Judging Perceiving Sensing people focus on what’s real and tangible, they will be able to look at a project and easily find inconsistencies and. Intuitive people connect dots to form ideas, they clearly see the future and what they want it to be. Thinking people are moved by logic, in a marketing project they will be able to define paths and what’s needed to achieve a goal. Feeling people are able to connect with others and empathise with the client or user to understand what they need. Judging people will give a structure to any project or initiative they can easily set the milestones and timeline of a project. Perceiving people are able to adapt to the unexpected, they are energised with last minute pressures.
  • 20. I  am  an   ENTP
  • 21. As  an    ENTP   I don’t like “Make me look at spreadsheets for days and you’ll get the worst out of me”
  • 22. The  power   Different skills By taking advantage of the different personality characteristics of your team, you will undoubtedly drive them to success
  • 23. I’ve got an What do we do with it?
  • 24. PR Contacts Bloggers PR is looking at brand expansion and is trying to locate and collaborate with influencers that will advocate for the brand, in order to do so PR is organising activities with a selected group of bloggers that is getting some attention from the media. SEO is doing blogger outreach SEO is trying to cover a niche in the market for which they have created a new set of optimised landing pages. They are doing blogger’s outreach as part of their link building initiatives. One of the things they are offering bloggers is a new and very interesting infographic Saving  on  time  and  effort   PPC Needs new landing pages PPC team is looking at expanding their campaign and improve their efficiency, for which they need to find a niche and create a set of well optimised landing pages. Email needs interesting content Email Marketing team is looking for new interesting content that can be included in the newsletters, something that is not the same old deals list, something that engages the consumer into getting used to opening the newsletter and interacting with it. Who needs who in the process
  • 25. Content The  very  thing  that  unify  us  is   ideas think Once you go back to thinking about what the client needs, your content ideas will come naturally to you Put your client/user hat on and think how you would react to your idea communicate The needs of your area of the business will most likely be shared by other areas unify If you produce content that can be used by several areas of the business, suddenly the ROI will be much greater innovate launch Have brainstorming sessions, think big before limiting yourself by what surrounds you BE BOLD, make sure that your ideas are not slowed down by internal rules and processes
  • 26. ideas The  power  of   common strategy 01 . After listening closely to everyone’s needs, use the knowledge and experience of the teams to carefully craft a strategy that'll benefit all teams and where all teams participate. development 02 . Allocate tasks and milestones according to the teams’ skills and capabilities and have regular brainstorming reporting sessions result 03 . Measure results across the board and in individual teams and apply learnings to make the project scalable
  • 27. London Videos Cross  departments  initiative   London Videos For the London Olympics we collaborated with PR, Email Marketing and PPC to produce a series of videos about attractive places in London The videos where subtitled in 9 different languages and although in some countries were more successful than others they resulted in an average of 10 – 30 links from media outlets per video Concept: Date: Tourist Videos 2012 Cost: Clients: 9 different Expedia POS Services: h#p://www.youtube.com/watch?v=p2BJqbmk5Dw   $400 •  Link Building •  PR •  Email Content
  • 28. the team The  power  of  teamwork   It’s no longer about being the SEO team, but part of the team that drives the ideas, the content, and ultimately the visitors and transactions.
  • 29. Results The  graphs   ]   After implementing a more collaborative strategy 49% 65% Increase in delivered multi channel projects YoY Growth in our channel
  • 30. How I feel now This  is  
  • 31. remember Things  to   Know your team Think of your user first 01 . There is no reason to attract users to your site if you are not delivering the content they need. Think of your users and think how your team can serve their needs best 02 . If you don’t know the skillset that your team members can bring to your projects you will encounter unnecessary barriers, difficulties and duplicated work. Integrate Communicate 03 . Have brainstorming session with other teams, see how you can help each other, be aware of your common needs and resources. If you do this your projects will be more successful
  • 32. contact Keep  in  touch   Contact Info Email: jose@truchado.com Web: www.about.me/truchado Social Media š http://uk.linkedin.com/in/josetruchado/ ™ Twitter: @TruchadoSEO