#1nlab14: recalibrating goals
DESCRIPTION
Sarah Levine Meyer, Director of Strategy at One North, discusses the importance of recalibrating goals, understanding the necessity of reevaluating and readjusting the goals we set for ourselves as marketers in the ever-changing digital space. From the 2014 Experience Lab: Reimagine Marketing. To watch a video of this presentation, visit http://bit.ly/1uCjPJj.TRANSCRIPT
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RECALIBRATING GOALS
Flexible, Adjustable and Achievable
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Sarah Levine Meyer @SLevineMeyer
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WHAT’S WRONG WITH THE ANNUAL PLAN?
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How We Operate
Business Objectives
Annual Plan
Marketing Activities
So what’s the problem?
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Annual planning sends us down a
path to accomplish goals that many times become stale and misaligned
with current business needs.
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Allow Me to Explain
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The challenge involves people getting doused with buckets of ice water on video, posting that video to social media, then nominating others to do the same, all in an effort to raise ALS awareness. Those who refuse to take the challenge are asked to make a donation to the ALS charity of their choice.
- ALS Association
http://www.alsa.org/news/archive/ice-bucket-challenge.html
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or And challenge your friends
Increase Awareness
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More than 1.2 million Facebook shares
More than 2.2 million Twitter mentions
Fewer than 90 days
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What Now?
In many ways, this campaign was working. • The plan can’t account for results • Goals need to recalibrated to the current
state
Increase Awareness ✔
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The challenge involves people getting doused with buckets of ice water on video, posting that video to social media, then nominating others to do the same, all in an effort to raise ALS awareness. Those who refuse to take the challenge are asked to make a donation to the ALS charity of their choice.
- ALS Association
http://www.alsa.org/news/archive/ice-bucket-challenge.html
August 10
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http://www.alsa.org/news/archive/ice-bucket-challenge.html
August 22
The challenge involves people getting doused with buckets of ice water on video, posting that video to social media, then nominating others to do the same, all in an effort to raise ALS awareness. People can either accept the challenge or make a donation to an ALS Charity of their choice, or do both.
- ALS Association
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August 10 Accept the challenge or donate.
A Recalibrated Goal
August 22 Accept the challenge, or donate, or do both.
Increase Awareness
Continue to build
awareness, and drive donations
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Not Part of the Annual Plan
Good problems. • The strategies you employ should change
the landscape, and when the landscape changes it’s time to recalibrate your goals.
• Revised goals may merit adjustments to your strategies.
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A landscape shift is essentially something that occurs for which you cannot plan.
Market developments
Changed information
More data
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Ill-Positioned to React to Shifts
Business Objectives
Annual Plan
Marketing Activities
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Position to Recalibrate
Identify
Prioritize
Execute
Recalibrate
Shift in landscape
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A SCENARIO
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Grow Oil & Gas Industry Presence
Hire individuals with oil & gas experience – Have experienced individuals publish weekly newsletter under the firm’s name – Leverage their networks
Open an office in Houston Work with PR partner about recommendations for increasing exposure
– Events – Presence in industry publications
Talk to digital strategy partner about how to best leverage digital
– Campaigns to support – Targeted positioning
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• Send newsletters • Host events • Promote on your website • Leaders generate conversation on LinkedIn • Publish regularly in industry publications
Execution
Generate Awareness
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It’s Working
Analytics There are some newsletter recipients who consistently click through and read your materials
Stick with the plan?
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Recalibrate
• Curate strategically • Targeted events • Personal contact
Increase Awareness ✔
Drive Consideration
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PLAN TO RECALIBRATE
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Identify, Prioritize, Execute…
Tie all strategies and tactics to a goal(s) Ex. Using a goal tree
SMART goals Succinct, Measurable, Actionable, Realistic, Time-bound
Identify
Prioritize
Execute
Determine which goals are most important Helps organize how your time is spent Aids when more is asked of you than you have time for
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Goal Tree
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Now that you’ve executed…
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Not so much.
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Anticipate • Expect that the landscape will change - we hope!
Pay attention
• Ensure you’re measuring against your goals using the metrics you set up when identifying
Ask questions
• What do I need to do to move towards this goal? • How am I doing against this goal with my current strategy? • Does this goal still make sense?
Develop a working team
• Responsible for identifying and evaluating the goals • Consider the data that will prove whether you have set the correct goals
Position to Recalibrate
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Takeaways
• Create connectivity between goals and strategies/tactics in your annual plan
• Measure the success of your strategies
• Be prepared to recalibrate your strategies (sometimes this is a good thing!)
• Don’t assume the timeframe for recalibration
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My Advice to You
Psychologists tell us that people who make consistent progress toward meaningful goals live happier more satisfied lives than those who don’t.
Make sure your goals are consistently meaningful to your business by recalibrating them regularly. http://michaelhyatt.com/goal-setting.html
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Thank You!