Friends of Search 2016 - Building a Bridge to GTD
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Transcript of Friends of Search 2016 - Building a Bridge to GTD
PowerPoint Presentation
Genius is1% Inspiration99% Perspiration
#1 SPOT = NOT what It used to be
DO EPICSH*T!
Scale it, we must
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Dedicated this year to showing how toBuild a Bridge from Inspiration to Implementation
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Conferences, source of inspirationgoes to waste!
OOH Shiny, Must DO!
Take notes
Network!
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Reality sets in
Reality sets in
Wil, that happens @ Seer! Were inconsistent
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Yeah, umm What?
Consistent TasteVaried Experience
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You cant force clients to do RCSYour team wont do it immediately either
Later! Im taking a year off
Well that sucks!
Frameworks or Id die
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Where doIGo?
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Needed Definition
Needed Weights
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@mackfogelson
Mack Fogelson31
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Sean ellis34
@tgwilson
Ask Better Questionshttp://bit.ly/wil-questions
What is the approval process?Who is most likely to roadblock this?Are they in your meeting?How will this idea move the needle on revenue?Get your ROI/ Benefit / Outcome Calculations reviewed by someone responsible for revenue in some organization.Have you listed your assumptions that underpin your outcomes?Is this consistent w/ their brand?
Use their frameworks http://bit.ly/curatedframeworks
SEOsGoing Broke
What doesnt connect to Revenue doesnt get funded
SEO Success Metrics are blurry
Your Job, bring clarity to REVENUEBetter at Estimating
Have you prepared a "High / Low / Expected range of outcomes?
Share your assumptions, ask for challenges EARLY!
Review all clients in a vertical to get your best, worse, most likely scenario.
Whats this LOOOOK LIKE?
95%75%65%
Lets look back at those slides for things EVERY exec cares about
Thats why for every10-15 dollars spent on PPC, SEO gets $1 - ~.50 cents.
What doesnt connect to Revenue doesnt get funded
Connect our work to solving problemsand solving problems to business value
BIG PIVOT
Same Tactics, New Narrative
OK, Whats this LOOOOK LIKE?
Inconsistency in RCS
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Change how we talkCurrent StateCase for ChangeThe AskThe Goal (various scenarios)Contribution to Goal
Scale itBuildFrameworks
Be THIS! Be Predictable!
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My First attempt at doing this in the ideation phase
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bit.ly/wil-content-framework
@ethanlyon@scott@adam@sam wanner@mmstll@teresa_a_lopez
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