self-directed career growth - brightedge share16 presentation

@brightedge #share16

Dave Lloyd, Principal Consultant

Adobe

The 4 Areas of Self-Directed Career Growth


Compass and Map – Align Personal & Corporate Goals

The Digital Marketing Mind: The Psychology of Self Development @davelloyd1

“If you don’t know where you’re going, any road’ll take you there.”


Self-directed career growth Vision (North) Data (East) Creativity (West) Talent Development (South)

Key Message



Personal – ambition and self-leadership

Corporate – managing up and tying to the corporate vision

Vision (North)



Company

Personal

Team

Align your personal, team, and corporate goals

Know what matters to the VIP in your org

Revisit your personal vision for what motivates you at work

Organizational Alignment Framework



Develop personal drive or a compelling vision How to manage up Getting noticed by VIPs

Challenges



Play bigger in your org Be more bold with your brand Ask to take on new projects Make an impact

Lessons Learned



Personal – business value through becoming more data-driven

Corporate – build a holistic digital marketing program through reporting and key KPIs

Data (East)



Reach

Act

Convert

Engage

Reach Build awareness for the brand KPIs: unique visitors, Share of Voice, revenue or goal value

per visitAct

Engage audience on website KPIs: bounce rate, pages per visit, page conversions

Convert Conversion to marketing goals such as leads or sales KPIs: unique visitors, audience share, revenue per visit

Engage Achieve retention goals and build customer value over time KPIs: shared content, unique visitors, audience share

Marketing Funnel Framework



Meet the customer throughout the marketing pipeline

Access the right data and data integration Multi-channel marketing

Challenges



Data Cube – Site Comparison and Keyword Gap Analysis



Recommendations



Ask your VIPs for more feedback on what they want to see Revisit what your data REALLY tells you – both good and

bad Drive measurable business impact across content, search,

social, and digital strategies

Lessons Learned



Personal – incorporate more creativity into your daily work and work better with others

Corporate – better storytelling and collaboration

Creativity (West)



Difficult to get executive buy-in for digital marketing initiatives

Stakeholders already have multiple other priorities Reinforcing the value of SEO and search marketing

Challenges



Heart

HeadHow to

Heart An inspiring vision Appealing to what they really care about

Head Credible evidence from customers Believable

How to Personal relevance - how does this affect

me? What do I need to do?

Creative Storytelling Framework



Visual Storytelling Framework


People immediately understand pictures that align with vision

Hijack the visual brain

Credit: Dan Roam


Share of Voice, Content Performance, Anomaly Detection



Creative and visual storytelling requires more work than data alone

Once you have a storytelling template that works, reuse & improve it

Storytelling with data is becoming a master skill of marketers

Lessons Learned



Personal – grounded by your personal brand and skills development

Corporate – performance check-ins to get clear on what’s expected

Talent Development (South)



How you see yourself

How others

see you

Your personal

brand

Identify your personal brand identifiers – what words represent you?

What skills would better represent you?

What are the KPIs on your team and in your org by which performance is measured?

Personal Brand Framework



Self-awareness Where your talents + interests + passions meet

opportunity Unclear about what skills you’re best at or are most

marketable How to develop skills and be recognized

Challenges



Paid Search Data Analytics

Customer insights based on data, behavioral, and internal CRM

Marketing AutomationGenerate demand, plan out user paths and buying cycles to tighten conversions

Marketing Campaign ManagementMedia mapping and data integration of 1st, 2nd, and 3rd party data

App Optimization and Mobile Development

Top Skills of Modern Marketers



Map – Skills Development



Developing skills1. Start2. Repeat3. Improve

You need to do it to learn it

It requires at least 100 hours of learning and practice to acquire any significant cognitive skill to a reasonable degree of proficiency

Map



1. Cognitive skillDoing something well enough to produce a crude version of the desired behavior 2. Associative skillSmoothing out the skill to find and remove errors from execution 3. Autonomous skillContinuously and indefinitely improving

Stages of skill acquisition



Self-directed career growth Vision Data Creativity Talent Development Skills

Key Message



Compass and Map


Align Personal and Corporate Goals