Effective practices for digital first organizations. Presented at Searchlove San Diego 2014.

1. Responsive
Delivery
Effective practices for digital first organizations
@adammonagoSearchLove San Diego 2014
ADAMMONAGO

2. 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

3. @adammonagoSearchLove San Diego 2014
Digital
First
Content
First=

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Source: Brian Solis, “Meet Generation C”
http://www.briansolis.com/2012/04/meet-generation-c-the-connected-customer/
Online
Connected
Online
Traditional
The 3 segments of
consumerism

5. @adammonagoSearchLove San Diego 2014
A new set of behaviors
5
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?

6. @adammonagoSearchLove San Diego 2014
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
Email
Social Channels
Mobile Apps
Partners
!
Content Attributes Development Options Impacted Channels

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@adammonagoSearchLove San Diego 2014

8. @adammonagoSearchLove San Diego 2014
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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Source: Mike Bracken, ‘The Strategy is Delivery Again’
mikebracken.com/blog/the-strategy-is-delivery-again/
examples of
digital first
organizations

10. @adammonagoSearchLove San Diego 2014
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
UserNeeds

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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 Ownership
Agile and
Continuous
Delivery
Experimentation
Customer Focus

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Marketers
Need
Developers
Image Source: https://www.flickr.com/photos/bagogames/14741250519

14. Responsive
Delivery
@adammonagoSearchLove San Diego 2014
Enabling marketers and developers to deliver
quality content empowered by code

15. @adammonagoSearchLove San Diego 2014
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 Act
The 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?
1818
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).

19. @adammonagoSearchLove San Diego 2014
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
Thing
Image source:
http://photos.jdhancock.com/photo/2011-10-06-065707-one-of-these-things-is-not-like-the-others.html

21. @adammonagoSearchLove San Diego 2014
Examples: Building feedback in
Let'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:
!
!
!
!
!
!
!
- 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

22. @adammonagoSearchLove San Diego 2014
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
information
Confirm order via
email
Remove internal analytics on monthly
digest, continue to watch volume for
weekly subscriptions

24. @adammonagoSearchLove San Diego 2014 24Photo credit:Image Source: https://www.flickr.com/photos/thelotuscarroll/8287516833
Break
Down
Silos

25. @adammonagoSearchLove San Diego 2014
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

26. @adammonagoSearchLove San Diego 2014
Hypothetical team structure
26
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

28. @adammonagoSearchLove San Diego 2014
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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36. @adammonagoSearchLove San Diego 2014
Caution: but also for humans!
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37. @adammonagoSearchLove San Diego 2014
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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38. @adammonagoSearchLove San Diego 2014
Organizations that we discussed
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39. @adammonagoSearchLove San Diego 2014
Resources to learn more
Bitly bundle with references from this talk:
bit.ly/responsive-delivery-slsd14
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40. Thank You
@adammonagoSearchLove San Diego 2014
ADAMMONAGO
blog.adammonago.com
www.linkedin.com/in/adammonago
@adammonago