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Build Systems,
   Not Stuff
Presented by @Abby_the_ia




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I Make the
unclear, clear
 for people who
 use and make
     things.


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Most recently I Have helped

• Change the audience for Sharpie from a office supply
  consumer to teenagers looking for a self expression tool
• Grow a 150,000 member Facebook fan base for JELL-O
  over the weekend.
• Pilot a revolutionary diet for people with Type 2 diabetes
• Analyze and strategically prioritize digital marketing efforts
  and improvements for Herman Miller in support of their
  movement into the B to C market




                                                                   5
I hear a lot of the same
   things over and over...

Our current digital marketing is:


A) Embarrassingly out of date
B) Not flexible enough to support needs
C) Not able to be affected quickly because of
  politics and the bureaucracy
D) All of the Above (Eeeeekk)




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The behavior of the system cannot be
known just by knowing the elements
            - Donella Meadows




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Meet the Blind men
 of digital marketing
         “I post on social media
         and send emails”




“I control
the money”
                                   “I manage the
                                   Websites”

               “I design the
               marketing”


                                             8

                                                   8
Observation:
Its always the same issues
affecting the same parts
of the same systems




                             9

                                 9
We need
to build
systems,
not just
  stuff.

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When Stuff is king...




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Spray-n-Pray is common wisdom




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Corporate Underpants start to show




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Shiny, dusty objects accumulate




                              14

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Trends win out over needs




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“Skunkworks” projects used to
   achieve tactical goals




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                                     16
Everyone feels rushed and
       underserved




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                                 17
We ask for more stuff


  We need a
Facebook page
                vs.    We need a
                        Digital
                      Recruitment
                        engine




                                    18
Sound familiar?




                  19

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There has to be a
   better way




                    20

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But we arent in manufacturing!




                                 21

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isnt Creativity meant to be messy?




                                     22

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One important (and easy) question:
   How should we spend our
   finite creative energy?




                                     23

                                          23
By analyzing the
system, maybe we
can improve the
User experience of
working in digital
marketing


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                          24
Systems-based thinking
the process of understanding how
things influence one another. 

viewing "problems" as parts of an
overall system, rather than reacting
to specific part.

focusing on cyclical rather than
linear cause and effect.



                                   25

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When System is king...
 • Effectiveness becomes measurable
 • Solutions have longevity and reuse
 • Entities are able to remain in sync while
     operating independently
 •   Adequate time and budget is allocated
 •   People feel like things just work




                                               26

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Reinventing the Wheel
  Repeatable Magic




                        27

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Systems Thinking 101




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A system is a set of stocks and
flows that is interconnected in
    a way that it produces a
      predictable pattern.




                               29

                                    29
STocks:
    Assets within your
 organization that are
   able to be measured
for example:

• Knowledge of industry trends
• Marketing Budget
• Creative Talent
                                 30

                                      30
Flows:
Process that affects and
    connects stocks
for example:

• How insights become strategy
• How designers are briefed on
    architectural decisions
•   How code is accepted in development




                                          31

                                               31
Cold hard Facts
     about systems

1. Levels of stock are
only able to be affected
by manipulating flows

2. Stocks take time to
change, because flows
take time to flow


                           32

                                32
another
fact:
Digital
Marketing
is a system

              33

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Digital Marketing: A common system




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                                     35
Digital Marketing: A common system




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                                     36
If you are doing it
right, you start here




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                             37
Digital Marketing: A common system




                                38

                                     38
But, a lot of people
start here...




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Digital Marketing: A common system




                                40

                                     40
And even here... eek!




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Digital Marketing: A common system




                                42

                                     42
A lot of people stop here.



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Digital Marketing: A common system




                                44

                                     44
and This part is almost
always ignored or weak




                          45

                               45
there are shared
lessons that all
organizations can
learn from




                    46

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Five common system failures




                              47

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48

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What’s
supposed
   to
happen



           49

                49
What
 can
 also
happen



         50

              50
Symptoms


• brittle feeling interactions
• Not knowing all the
    incarnations of the experience
•   Not being able to defend cost
    of improvement


                                 51

                                      51
Diagnosis: Low Awareness of
 how something works today
   leads to bad strategy



You need to work on research.




                                52

                                     52
Idea to Combat:

Measure quality of existing systems:

          1. Heuristically
           2. Analytically
         3. With real users




                                       53

                                            53
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Lets try to find
a way to apply
    online
               55

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Symptoms


• All the content is there and
    nothing can be found
•   No research has been done
    into what users want
•   Low conversion and roi


                                 59

                                      59
Diagnosis: Lack of clear goals
and key performance indicators
leads to confounding experience




You need to work on goal setting




                                   60

                                        60
Idea To Combat:

Define S.M.A.R.T Goals
and a plan to measure
against them

   q Specific
   q Measurable
   q Achievable
   q Relevant
   q Time bound




                        61

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Symptoms


• Content feels forced into boxes
    it doesnt fit into
•   things are jimmied together
•   Creative production always
    costs more than expected and
    often assets are reused
    inappropriately
                                   64

                                        64
Diagnosis: silo-ed decisions on
  content degrade quality of
      experience offered



You need to work on architecting




                                   65

                                        65
Idea to COmbat:

 Let the users make the call
  when content organization
challenges arise. Card sorting,
     contextual inquiry and
collaborative design can all be
         used for this.




                                  66

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Symptoms


• Devices and tools are devised to
    assist people in understanding
    the marketing material
•   Navigation is bloated, landing
    pages lack focus
•   Functionality is heavy and
    unneeded
                                 70

                                      70
Diagnosis: Too many things, no
    priority. SUch a mess.


     You have to work on
        documentation




                                 71

                                      71
idea to Combat:

 Create a roadmap of
 features defined not
just against resources
 available but against
  user and business
         goals




                         72

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73

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h,p://ausweb.scu.edu.au/aw05/papers/refereed/alexander/paper.html   74

                                                                         74
Diagnosis: NEver completing the
         feedback loop.


You need to work on measurement




                                  75

                                       75
Idea to Combat:
Host a conversation with
  designers, marketers
 and researchers to talk
about improving the flow
  of strategic guidance
        and insight




                           76

                                76
How to get started in
  your organization




                        77

                             77
to Become a system
 advocate in your
   organization

                     78

                          78
Lesson 1: You need pictures, because
   systems happen all at once.




                                       79

                                            79
Pictures are
thought
starters



               80

                    80
Pictures allow
you to see the
connections



            81

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pictures allow
quick
illustration of
problems and
solutions
              82

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Pictures are great for
understanding the
systems, roles and
rules

                     83

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Pictures can
illustrate a higher
level view
                  84

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Lesson 2: Evaluate the System as is


• Get the right people in the room to discuss the
  results of the current digital marketing
  environment

• Document it in simple pictures, perhaps stocks
  and flows

• Highlight hardships you feel today or know about
  externally


                                                    85

                                                         85
Lesson 3: Take Stock of what you need


• Identify the goals you have for your digital
  marketing

• Identify the obligations you have to meet for
  stakeholders

• Identify the things colleagues have complained
  about or asked for



                                                   86

                                                        86
Lesson 4: Prioritize issues to work on

• Identify the issue type. Is it a lack of resource, bad
  process, old technology?

• Determine how much (and who) it hurts?
• Assign a internal and external priority




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                                                           87
Lesson 5: Try New flows

• Get the space, team and instance needed to
  experiment.

• Make sure people know they are guinea pigs
• Treat it as a research assignment (try A/B testing,
  and asking followup questions in a focus group
  etc...)

• Document what you are trying, why and how you
  feel it will change things
                                                   88

                                                        88
Lesson 6: Reduce, Reuse, Recycle


• Reduce the complexity across initiatives
• Reuse technological investment across
 campaigns, building an arsenal of owned
 solutions over time

• Recycle your “stuff”: Always think about the
 lifecycle of the “stuff” your systems are
 producing.


                                                 89

                                                      89
Lesson 7: Have the right attitude

• Be honest and transparent
• Be collaborative
• Be forward looking
• Be willing to fail and try again




                                     90

                                          90
So...

Next time someone
  asks for stuff




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Think...

  How can we take this up a level?

Are we thinking about the life cycle?

  Can we measure our impact here?

Who else is impacted by this and how
     can they help solve this?




                                     92

                                          92
How can we...

Build a system, not
   just more stuff




                      93

                           93
Thanks!

   @abby_the_ia
    Abbytheia.com
abbycovert@gmail.com




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Build Systems, Not Stuff

  • 1. Build Systems, Not Stuff Presented by @Abby_the_ia 1
  • 2. 2
  • 3. I Make the unclear, clear for people who use and make things. 3
  • 4. 4 4
  • 5. Most recently I Have helped • Change the audience for Sharpie from a office supply consumer to teenagers looking for a self expression tool • Grow a 150,000 member Facebook fan base for JELL-O over the weekend. • Pilot a revolutionary diet for people with Type 2 diabetes • Analyze and strategically prioritize digital marketing efforts and improvements for Herman Miller in support of their movement into the B to C market 5
  • 6. I hear a lot of the same things over and over... Our current digital marketing is: A) Embarrassingly out of date B) Not flexible enough to support needs C) Not able to be affected quickly because of politics and the bureaucracy D) All of the Above (Eeeeekk) 6 6
  • 7. The behavior of the system cannot be known just by knowing the elements - Donella Meadows 7 7
  • 8. Meet the Blind men of digital marketing “I post on social media and send emails” “I control the money” “I manage the Websites” “I design the marketing” 8 8
  • 9. Observation: Its always the same issues affecting the same parts of the same systems 9 9
  • 10. We need to build systems, not just stuff. 10 10
  • 11. When Stuff is king... 11 11
  • 12. Spray-n-Pray is common wisdom 12 12
  • 13. Corporate Underpants start to show 13 13
  • 14. Shiny, dusty objects accumulate 14 14
  • 15. Trends win out over needs 15 15
  • 16. “Skunkworks” projects used to achieve tactical goals 16 16
  • 17. Everyone feels rushed and underserved 17 17
  • 18. We ask for more stuff We need a Facebook page vs. We need a Digital Recruitment engine 18
  • 20. There has to be a better way 20 20
  • 21. But we arent in manufacturing! 21 21
  • 22. isnt Creativity meant to be messy? 22 22
  • 23. One important (and easy) question: How should we spend our finite creative energy? 23 23
  • 24. By analyzing the system, maybe we can improve the User experience of working in digital marketing 24 24
  • 25. Systems-based thinking the process of understanding how things influence one another.  viewing "problems" as parts of an overall system, rather than reacting to specific part. focusing on cyclical rather than linear cause and effect. 25 25
  • 26. When System is king... • Effectiveness becomes measurable • Solutions have longevity and reuse • Entities are able to remain in sync while operating independently • Adequate time and budget is allocated • People feel like things just work 26 26
  • 27. Reinventing the Wheel Repeatable Magic 27 27
  • 29. A system is a set of stocks and flows that is interconnected in a way that it produces a predictable pattern. 29 29
  • 30. STocks: Assets within your organization that are able to be measured for example: • Knowledge of industry trends • Marketing Budget • Creative Talent 30 30
  • 31. Flows: Process that affects and connects stocks for example: • How insights become strategy • How designers are briefed on architectural decisions • How code is accepted in development 31 31
  • 32. Cold hard Facts about systems 1. Levels of stock are only able to be affected by manipulating flows 2. Stocks take time to change, because flows take time to flow 32 32
  • 34. 34 34
  • 35. Digital Marketing: A common system 35 35
  • 36. Digital Marketing: A common system 36 36
  • 37. If you are doing it right, you start here 37 37
  • 38. Digital Marketing: A common system 38 38
  • 39. But, a lot of people start here... 39 39
  • 40. Digital Marketing: A common system 40 40
  • 41. And even here... eek! 41 41
  • 42. Digital Marketing: A common system 42 42
  • 43. A lot of people stop here. 43 43
  • 44. Digital Marketing: A common system 44 44
  • 45. and This part is almost always ignored or weak 45 45
  • 46. there are shared lessons that all organizations can learn from 46 46
  • 47. Five common system failures 47 47
  • 48. 48 48
  • 49. What’s supposed to happen 49 49
  • 51. Symptoms • brittle feeling interactions • Not knowing all the incarnations of the experience • Not being able to defend cost of improvement 51 51
  • 52. Diagnosis: Low Awareness of how something works today leads to bad strategy You need to work on research. 52 52
  • 53. Idea to Combat: Measure quality of existing systems: 1. Heuristically 2. Analytically 3. With real users 53 53
  • 54. 54 54
  • 55. Lets try to find a way to apply online 55 55
  • 56. 56 56
  • 57. 57 57
  • 58. 58 58
  • 59. Symptoms • All the content is there and nothing can be found • No research has been done into what users want • Low conversion and roi 59 59
  • 60. Diagnosis: Lack of clear goals and key performance indicators leads to confounding experience You need to work on goal setting 60 60
  • 61. Idea To Combat: Define S.M.A.R.T Goals and a plan to measure against them q Specific q Measurable q Achievable q Relevant q Time bound 61 61
  • 62. 62 62
  • 63. 63 63
  • 64. Symptoms • Content feels forced into boxes it doesnt fit into • things are jimmied together • Creative production always costs more than expected and often assets are reused inappropriately 64 64
  • 65. Diagnosis: silo-ed decisions on content degrade quality of experience offered You need to work on architecting 65 65
  • 66. Idea to COmbat: Let the users make the call when content organization challenges arise. Card sorting, contextual inquiry and collaborative design can all be used for this. 66 66
  • 67. 67 67
  • 68. 68 68
  • 69. 69 69
  • 70. Symptoms • Devices and tools are devised to assist people in understanding the marketing material • Navigation is bloated, landing pages lack focus • Functionality is heavy and unneeded 70 70
  • 71. Diagnosis: Too many things, no priority. SUch a mess. You have to work on documentation 71 71
  • 72. idea to Combat: Create a roadmap of features defined not just against resources available but against user and business goals 72 72
  • 73. 73 73
  • 75. Diagnosis: NEver completing the feedback loop. You need to work on measurement 75 75
  • 76. Idea to Combat: Host a conversation with designers, marketers and researchers to talk about improving the flow of strategic guidance and insight 76 76
  • 77. How to get started in your organization 77 77
  • 78. to Become a system advocate in your organization 78 78
  • 79. Lesson 1: You need pictures, because systems happen all at once. 79 79
  • 81. Pictures allow you to see the connections 81 81
  • 83. Pictures are great for understanding the systems, roles and rules 83 83
  • 84. Pictures can illustrate a higher level view 84 84
  • 85. Lesson 2: Evaluate the System as is • Get the right people in the room to discuss the results of the current digital marketing environment • Document it in simple pictures, perhaps stocks and flows • Highlight hardships you feel today or know about externally 85 85
  • 86. Lesson 3: Take Stock of what you need • Identify the goals you have for your digital marketing • Identify the obligations you have to meet for stakeholders • Identify the things colleagues have complained about or asked for 86 86
  • 87. Lesson 4: Prioritize issues to work on • Identify the issue type. Is it a lack of resource, bad process, old technology? • Determine how much (and who) it hurts? • Assign a internal and external priority 87 87
  • 88. Lesson 5: Try New flows • Get the space, team and instance needed to experiment. • Make sure people know they are guinea pigs • Treat it as a research assignment (try A/B testing, and asking followup questions in a focus group etc...) • Document what you are trying, why and how you feel it will change things 88 88
  • 89. Lesson 6: Reduce, Reuse, Recycle • Reduce the complexity across initiatives • Reuse technological investment across campaigns, building an arsenal of owned solutions over time • Recycle your “stuff”: Always think about the lifecycle of the “stuff” your systems are producing. 89 89
  • 90. Lesson 7: Have the right attitude • Be honest and transparent • Be collaborative • Be forward looking • Be willing to fail and try again 90 90
  • 91. So... Next time someone asks for stuff 91 91
  • 92. Think... How can we take this up a level? Are we thinking about the life cycle? Can we measure our impact here? Who else is impacted by this and how can they help solve this? 92 92
  • 93. How can we... Build a system, not just more stuff 93 93
  • 94. Thanks! @abby_the_ia Abbytheia.com abbycovert@gmail.com 94 94