Optimization Fitness Plan - Bryan Eisenberg

Optimization Fitness Plan
Is Your Business Fit Enough to
Keep Up With Your
Customers?

Presented by:

Bryan Eisenberg, Partner, Eisenberg Holdings

www.BryanEisenberg.com

@TheGrok

© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok

http://www.bryaneisenberg.com


The Speed of Business Change


Your Customers Have Changed
Their Pace. Have You?


Advertising only
accelerates the inevitable...

Social Media dramatically
increases the velocity!

Smartphones
34% of smartphone owners have owned one less than a
year, 80% less than three years.


Tablets
Tablet sales will eclipse laptop sales by 2015. Many
retailers are seeing 5-10% of trafﬁc from iPads alone.
Today.


Multi-channel is very, very hard
to execute today.

Photo by hdrdoc


March 2011 “Welcome To The Era Of Agile Commerce”

Agile business leaders will
optimize touch-points,
not channels.


Customers want to see a brand
– not separate channels

In Online

pervasive
engagement

Sales
Mobile
Social
Web

Think Cross-Channel: Consumers will interact
with any channel they want, when they want.


#1 Major Obstacle


Corporate Agility


There is a Huge Gap!


•"Execution is not an
event — a onetime
push toward achieving
goals. Rather, it is a
way of life."

© 1998 - 2010

Are you engaged with your
customers across all touch-points?
30% of consumers use three or more retail channels for any shopping transaction.
- Matt Anderson, Booz & Co.

78% of smartphone owners use their phones while they shop.
- Eric Schmidt, Google

92% shoppers have more conﬁdence in info sought online vs. anything from a salesclerk or
other source.
- Wall Street Journal

81% of respondents said they'd received advice from friends and followers relating to a
product purchase through a social site; 74% of those who received such advice found it to
be inﬂuential in their decision. - Click Z

It Pays to Be Agile


Do it Wrong Quickly
We work on “the plan,” which is
reviewed and approved by execs,
then we execute flawlessly (or do we?)

• We’re looking to hit the arrow in the
center—the bulls-eye

But what if the game is to score the most points, i.e.,
the sum of arrow scores.

• Shooting three arrows may be much
more effective

To Innovate, Experiment Often
• “If you're not prepared to be wrong, you'll never come
up with anything original” – Sir Ken Robinson (TED 2006)
• “To have a great idea, have a lot of them” -- Thomas
Edison
• If you have to kiss a lot of frogs to find a prince,
find more frogs and kiss them faster and faster


A Marketing Optimization Fitness
Plan


Whack On The Side of The
Head


TweetVP
• In 140 characters or less, tell me the value of doing
business with you.


3 Words to Describe You:

• Ask your customers the same about your brand on
Twitter & FB
• How long until you get 100 responses?
• What do the responses say about you?


Are You In Ecommerce?
Take 10 mystery shoppers:
• Step One: How long does it take from customer order to
fulfillment? What is your Benchmark?
• Step Two: Split the 10 into 3 groups. Have them contact
customer service by email, phone & Social Media. How
long until they get resolution?
How did you perform?

Were there any breakdowns in operations?

Did each channel respond equally?

How can you improve?

How did you compare to your competitors?

Are You In Lead Generation?
Take 10 mystery shoppers to fill out lead forms:
• Step One: How long until they got their first real response – not
an automated one from an e-mail auto-responder?

• Step Two: How long does it take for them to get a real price for
your product or service?

• Step Three: Split the 10 into 3 groups. Have them ask a tough
question by email, phone & Social Media. How long until they
get a correct answer?
How did you perform?

Were there any breakdowns in operations?

Did each channel respond equally?


Inbound Marketing Speed


Expion Report


Are You A Publisher?
Everyone should be thinking they are today!


What’s Trending?

http://www.google.com/trends/hottrends

Publishing Agility
• Step One: Pick a Trending Topic and publish something about
it that is relevant to your business.
• Step Two: How long does it take you to create:

• a blog post from it?
• an online press release?

• an online video?

• an infographic?

• Step Three: How long does it take you to find influencers &
socialize it?
• Step Four: Ask to make some revisions to it. How long does it
take?

What If The Rules Changed?
• Step One: Identify 25 of your most viewed PPC or FB
Ads
• Step Two: Ask your team to come up with 3 versions of
each ad to test.
How long does it take to write them?
How long does it take to get them implemented?


Ideal Data Reporting Structure
CFO

Management
Reporting

Real - Time Sales &
Product Marketing
Stats Marketing


What Would You Do If?

Sample: Courtesy of Avinash

Metrics Madness
Open up your marketing dashboard with your KPIs (key
performance indicators):
• Step One: Go through each one and ask them what
the team’s plan and role is as each one of those
metrics changes by 20 percent up and by 20 percent
down.
Do they have clear action items?
How long would it take for them to respond?
Do you have too many KPIs or are your KPIs not clear
enough?
Can they prioritize these changes effectively?

Creative Testing
• How long would it take you to come up with 10 new
experiments with strong hypothesis, not just variations?
• How long would it take to execute on these?


Beat Your Benchmarks?
Practice Daily!


Take Baby Steps To Improve


5 Star Culture Traits
★ Customer Intimate - Amazon
★ Remarkable - Virgin
★ Authentic - Zappos
★ Nimble - Best Buy
★ Test & Tweak - Google


Thank you for listening!
Bryan Eisenberg
bryan@bryaneisenberg.com
Read our blog:
www.BryanEisenberg.com
Call us at (347) 470-4765
Bryan - @TheGrok


Optimization Fitness Plan - Bryan Eisenberg

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