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One Trick Ponies Get Shot: For Everyone

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Strategic thinking is critical to business. But we've moved away from it towards 'productized' services and feature-driven products.

Learn why tactics-driven business can hurt your organization, and how to deliberately apply strategic thinking to what you do, no matter whether your a services or products company.

Publié dans : Business, Services
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One Trick Ponies Get Shot: For Everyone

  1. HAND-WAVY ONE TRICK PONIES GET SHOT STRATEGY, SERVICES & WHY WE GET FIRED CONTENT IDEATION STUFF The leading interactive internet marketing agency Ian Lurie @portentint www.portent.com
  2. CEO & Founder
  3. portent.co/onetrickpony Yes, like this, no ‘m’.
  4. REMEMBER THIS, IT’S IMPORTANT
  5. THE PROBLEM WHAT ‘STRATEGY’ IS HOW TO BE STRATEGIC 1 2 3
  6. THE PROBLEM 1
  7. I GOT FIRED
  8. THE 3 STAGES OF GRIEF
  9. J hey, no worries, we did great work together, i understand. you can hire us again when you leave that dump hehehehehe. MATURE ACCEPTANCE
  10. J we did great work together. they can hire us again when they leave that dump hehehehehe. RATIONALIZATION
  11. L what the hell?!!! FRUSTRATION
  12. WHY?!!!
  13. I DID A SURVEY
  14. FIRED BECAUSE… WE/THEY FAILED TO DELIVER VALUE 100% 50% 0% Agency Client
  15. PORTENT NET PROMOTER SCORE: PASSIVES & DETRACTORS Value Transparency Cost
  16. WHY?!!!
  17. CHECK OUT THE SEO!!!!
  18. BUT WHY?!!!
  19. HEY! PRODUCTS ARE EASIER!
  20. LET’S ‘PRODUCTIZE’ OUR SERVICES!!!
  21. sigh
  22. DESIGN SEARCH MARKETING LOCAL SEARCH CONTENT MARKETING LINK BUILDING PAID LINKS WAP INBOUND MARKETING SEO VIDEO SEO SOCIAL MEDIA PAID SOCIAL MEDIA BLOG POSTING GUEST POSTING INSTAGRAM MARKETING PINTEREST MARKETING BANNER ADS MEDIA BUYING DEVELOPMENT E-COMMERCE DEVELOPMENT MOBILE RICH MEDIA INFLUENCER MARKETING DIGITAL PR AFFINITY MARKETING PERFORMANCE MARKETING AFFILIATE MARKETING ARBITRAGE CONTENT SPINNING CROWDSOURCED UPVOTING TWITTER MARKETING FACEBOOK MARKETING
  23. THE TACTIC IS NOW THE PRODUCT
  24. THE PRODUCT BECOMES A HIGHER RANKING
  25. THE PRODUCT BECOMES A PRETTY WEB PAGE
  26. THE PRODUCT BECOMES ONE FEATURE
  27. CHECK OUT THE SEO!!!! check out my digital content app mobile marketing
  28. CHECK OUT THE SEO!!!! OUR PRODUCT IS JUST LIKE _____ BUT FOR ___
  29. IF THE TACTIC IS THE PRODUCT YOU’RE A ONE-TRICK PONY
  30. CHECK OUT THE SEO!!!! NOOOOOOOOOO
  31. THE TACTIC BECOMES THE GOAL
  32. TACTICS LOOK EASIER OVER TIME
  33. TACTICS SEEM LESS VALUABLE OVER TIME
  34. DIMINISHING RETURNS
  35. “WE’VE NOW EDITED 32 TITLE TAGS” “TRAFFIC FROM ORGANIC SEARCH IS UP 10%” “THIS WEEK, WE DID THESE 10 THINGS”
  36. THE CLIENT DOESN’T BUY A TACTIC OR A FEATURE
  37. THE CLIENT BUYS AN OUTCOME
  38. FIRED BECAUSE… WE/THEY FAILED TO DELIVER VALUE 100% 50% 0% Agency Client
  39. MAKE THE OUTCOME THE PRODUCT AGAIN
  40. CHECK OUT THE SEO!!!! yes please, strategy! better than bullets!
  41. WHAT ‘STRATEGY’ IS 2
  42. FIRST, FEW MYTHS MUST DIE
  43. $40,000 please
  44. $40,000 please NO
  45. “WE NEED A 2-YEAR STRATEGY”
  46. “WE NEED A 2-YEAR STRATEGY” NO
  47. THERE IS A STRATEGY
  48. THERE IS A STRATEGY NO
  49. STRATEGY = GOAL
  50. STRATEGY = GOAL NO
  51. STRATEGY A PLAN OF ACTION OR POLICY DESIGNED TO ACHIEVE A MAJOR GOAL
  52. STRATEGY A PLAN OF ACTION OR POLICY DESIGNED TO ACHIEVE A MAJOR GOAL NO
  53. STRATEGY ISN’T A THING
  54. A PLAN IS A THING
  55. STRATEGY IS AN APPROACH
  56. STRATEGY TESTS & EXPLAINS TACTICS IN TERMS OF AN OUTCOME
  57. STRATEGY TESTS & ADJUSTS TACTICS IN TERMS OF AN OUTCOME
  58. STRATEGY DRIVES GOOD TACTICAL DECISION-MAKING
  59. HOW TO BE STRATEGIC 3
  60. FOUR COMPONENTS OF STRATEGY
  61. SET GOAL(S) FIND PARAMETERS USE THE FEEDBACK LOOP DELIBERATE REPETITION 1 2 3 4
  62. LURIE SPACE TOURISM OH, AND DON’T FORGET STRATEGY WEEEEEEEEEE
  63. GOAL 1
  64. A MEASURABLE OUTCOME THAT MEANS SUCCESS
  65. YOU ARE HERE
  66. OR HIGHER CUSTOMER VALUE OKEE DOKEY
  67. PARAMETERS 2
  68. CONSTRAINTS, OPPORTUNITIES AND METRICS
  69. OPPORTUNITY: BIG BUDGET
  70. OPPORTUNITY: GREAT PRODUCTS
  71. OPPORTUNITY: LOW BODY COUNT
  72. webpagetest.org OPPORTUNITY: AWFUL SITE
  73. Lurie Space Tourism 99% survival rate!!! WEEEEEEEEEE Great space tourism by the leading space tourism company on Earth, Lurie Space Tourism. Our space tours are the best kind of tourism you’ll find. We promote and provide tours of Mars and the moon. Our Mars trip is the best one-way option for Mars travelers. Our moon option is a fantastic round-trip moon experience for moon travelers. 1.800.SPA.CERS Free space sickness kits! Fastest transit to Mars! Start your new life today! Space travel is cool! Another happy customer
  74. webpagetest.org OPPORTUNITY: AWFUL CONTENT
  75. Great space tourism by the leading space tourism company on Earth, Lurie Space Tourism. Our space tours are the best kind of tourism you’ll find. We promote and provide tours of Mars and the moon. Our Mars trip is the best one-way option for Mars travelers. Our moon option is a fantastic round-trip moon experience for moon travelers.
  76. ASSET: AMAZING IMAGERY
  77. YOU ARE HERE CONSTRAINT: TIME
  78. CURRENT METRICS
  79. FEEDBACK LOOP 3
  80. EVALUATION AND SELECTION OF TACTICS
  81. TACTIC/IDEA DOES THIS VIOLATE CONSTRAINTS? WHAT’S THE PRIMARY IMPACT? WHAT’S THE SECONDARY IMPACT? WHAT’S THE COST? PITCH/PLAN REFINE
  82. MEASURE TACTICS AGAINST OUTCOME
  83. ASK
  84. IS THIS TACTIC, GIVEN PARAMETERS, THE BEST WAY TO ACHIEVE THE OUTCOME?
  85. JUSTIFY AND EXPLAIN THIS TACTIC IN TERMS OF THE OUTCOME
  86. DELIBERATE REPETITION 4
  87. SCHEDULE REGULAR STRATEGIC SESSIONS
  88. ENSURE OUTCOME REMAINS THE FOCUS
  89. THE WHOLE TEAM
  90. NO PROCEDURAL STUFF
  91. 2 HOURS, MINIMUM
  92. PUT IDEAS THROUGH THE FEEDBACK LOOP
  93. LEAVE WITH AT LEAST ONE IDEA
  94. SCHEDULE REGULAR CLIENT CHECKINS
  95. PRESENT YOUR IDEAS TO THE CLIENT
  96. EXAMPLES
  97. IDEA 1: REDESIGN THE LST SITE
  98. Lurie Space Tourism 99% survival rate!!! WEEEEEEEEEE Great space tourism by the leading space tourism company on Earth, Lurie Space Tourism. Our space tours are the best kind of tourism you’ll find. We promote and provide tours of Mars and the moon. Our Mars trip is the best one-way option for Mars travelers. Our moon option is a fantastic round-trip moon experience for moon travelers. 1.800.SPA.CERS Free space sickness kits! Fastest transit to Mars! Start your new life today! Space travel is cool! Another happy customer
  99. Messaging $25,000.00 Rewrite content $15,000.00 Information architecture $55,000.00 Design $65,000.00 Wordpress 12.1 setup $45,000.00 Mental remarketing setup $151,000.00 Total $356,000.00 *not adjusted for inflation
  100. JUSTIFY AND EXPLAIN THIS TACTIC IN TERMS OF THE OUTCOME
  101. CURRENT METRICS
  102. OPPORTUNITY: ROOM FOR IMPROVEMENT
  103. OPPORTUNITY: BIG BUDGET
  104. ASSET: GREAT IMAGES
  105. CONSTRAINT: 1 YEAR TO MEET GOAL
  106. TIME TO LAUNCH: 3 MONTHS
  107. INCREASE CONVERSION RATE TO .6%
  108. $22,500,000.00 9 months, remember
  109. IDEA 2: SOCIAL AUDIENCE BUILDING
  110. Mental remarketing $15,000.00 Post creation $55,000.00 Drone reposting $65,000.00 In-brain sentiment analysis $25,000.00 Total $160,000.00
  111. JUSTIFY AND EXPLAIN THIS TACTIC IN TERMS OF THE OUTCOME
  112. CURRENT METRICS
  113. OPPORTUNITY: BIG BUDGET
  114. CONSTRAINT: 1 YEAR TO MEET GOAL
  115. TIME TO LAUNCH: 3 MONTHS
  116. TIME TO IMPACT ?????
  117. 10 CUSTOMERS ATTRIBUTED LAST YEAR
  118. DOUBLE AUDIENCE = 20 CUSTOMERS, AT BEST
  119. $200,000.00 assumes instant impact
  120. COULD BE MUCH BIGGER, BUT WE DON’T KNOW FOR CERTAIN
  121. PARK IT FOR LATER
  122. IDEA 3: HIRING AN IN-HOUSE TEAM
  123. Full-time design team $210,000.00 Writer $55,000.00 Strategist $190,000.00 Nerd $90,000.00 Total $545,000.00
  124. JUSTIFY AND EXPLAIN THIS TACTIC IN TERMS OF THE OUTCOME
  125. CURRENT METRICS
  126. OPPORTUNITY: BIG BUDGET
  127. CONSTRAINT: 1 YEAR TO MEET GOAL
  128. AGENCY COST: $750,000.00
  129. TIME TO LAUNCH: 3 MONTHS
  130. TIME TO IMPACT: 6 MONTHS?
  131. HUGE IMPACT
  132. BUT IT’LL TAKE 9 MONTHS
  133. DISCUSS W/ THE CLIENT, BUT FOR NOW…
  134. SET GOAL(S) FIND PARAMETERS USE THE FEEDBACK LOOP DELIBERATE REPETITION 1 2 3 4
  135. CLIENTS & CUSTOMERS BUY AN OUTCOME
  136. SO SELL THE OUTCOME THEY WANT
  137. STRATEGY RECRUITS AND EMPLOYS TACTICS IN TERMS OF THAT OUTCOME
  138. AND CONNECTS THE TWO.
  139. Many services companies fail because they confuse tactics with outcome. A deliberate, strategic approach can fix that.
  140. STRATEGY SAVES ALL ONE-TRICK PONIES BECAUSE THEY’RE NOT ONE-TRICK ANY MORE
  141. CHECK OUT THE SEO!!!! i am da boss!!!
  142. ON KINDLE bit.ly/onetrick
  143. (METAPHORICALLY SPEAKING) HAND-WAVY OPEN FIRE CONTENT IDEATION STUFF Ian Lurie @portentint www.portent.com The leading interactive internet marketing agency portent.co/onetrickpony

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