INBOUND15

How to Use Lean Rapid Prototyping to Increase Marketing ROI

Nichole Kelly

CEO, Social Media Explorer | SME DigitalCo-Founder, TRKS.IT

• The problem

• What is lean rapid prototyping

• The rules of lean rapid prototyping

• Where do you start

• Lean rapid prototyping in action

• Resources/Q&A

INBOUND15

The Problem

INBOUND15

#truth

INBOUND15

2 What is Lean Rapid Prototyping?

INBOUND15

Lean Rapid PrototypingDo More…With Less…Faster…With Better Results…

#INBOUND15

How long would it take to prototype the first functional heads up display?

INBOUND15

#geniustomchi

Google Glass

Tom Chi is a rock star

INBOUND15

3 The Rules of Lean Rapid Prototyping

INBOUND15

#geniustomchi

Lean Rapid Prototyping Rules

1 – Find the quickest path to experience

INBOUND15

#geniustomchi

Lean Rapid Prototyping Rules

2 – Doing is the best kind of thinking

INBOUND15

#geniustomchi

Lean Rapid Prototyping Rules

3 – Use materials that move at the speed of thought to maximize the rate of learning

INBOUND15

4 Where do I start?

INBOUND15

Step 1

Define your conditions of satisfaction

INBOUND15

Step 2

Define your minimum viable product

INBOUND15

Step 3

Define your learn

What do I want to learn

from this prototype?

INBOUND15

Step 3

Define how you will measure that you learned it

How will I measure that I’ve learned

it?

INBOUND15

Step 3

Define what you can build in under 2 hours

What can I build in <2

hours to test it?

INBOUND15

BONUS

You may find it easier to define all of your LMBs for a project right from the beginning to gauge progress

Learn: How to increase engagement on blog postsMeasure: Have a defined list of tests? Y/NBuild: List of prototypes for testing

Learn: Which headline increases engagement on our blog post?Measure: Clicks, Shares, Comments on postsBuild: A/B split test with 50% of traffic for each headline

Learn: Which headline increases conversions from blog content?Measure: Clicks on CTA’s, Landing page views, landing page completionsBuild: A/B split test with 50% of traffic for each headline

INBOUND15

Step 4

Risk assess your L, M, B

INBOUND15

Step 5

Create your prototype

INBOUND15

Step 6

Get feedback from the target audience for the prototype

Collect +EBIs

• What really worked for you?• What would make it even better

Optional based on type of prototype• What do you want more of?• What do you want less of?

INBOUND15

Step 7

Iterate

Rinse…repeat until you have achieved your MVP

INBOUND15

Step 8

SHIP

Ship your MVP

INBOUND15

Step 9

Get feedback from the target audience for the prototype

Collect +EBIs

• What really worked for you?• What would make it even better

Optional based on type of prototype• What do you want more of?• What do you want less of?

INBOUND15

Step 10

Iterate

Rinse…repeat until you have achieved your MVP

INBOUND15

5 Lean Rapid Prototyping in Action

INBOUND15

Sample PrototypeLearn: How to make measuring social media easy for marketers?Measure: Have ideas? Y/NBuild: List of ideas

• Create training to show them how to measure

• Create tools to help them measure efficiently

• Create software to operationalize link tagging

• Create content to support tools

INBOUND15

Sample PrototypeLearn: Would our client dashboards be useful for marketers?Measure: Responses from clients (1 not useful, 10 extremely useful)Build: Conversation during weekly call with clients using current dashboard

INBOUND15

Sample PrototypeLearn: How to make dashboards turn-keyMeasure: User rating on ease of use of tool kit (1 = hard, 10= Easy)Build: Toolkit with instructions sent to novice users

INBOUND15

Sample PrototypeLearn: What price point drives the highest volume from the landing page?Measure: # of Clicks and Conversions on landing pageBuild: Landing page with price points

INBOUND15

•Rapid Protyping Rules• Find the quickest path to experience• Doing is the best kind of thinking• Use materials that move at the speed of thought

•Define your conditions of satisfaction

•Define your minimum viable product

•Define your learn, measure, build (LMB)

•Check risk assessments on your LMB

•Build your prototype

•Get feedback

•Iterate

•Rinse…repeat

Summary

INBOUND15

From SME Digital

• Download Lean Rapid Prototyping

Worksheets http://trks.it/pBBBb

Around the web

• Tom Chi’s Google Glass Video

Resources

INBOUND15

Questions?

Nichole KellyCEO, Social Media Explorer | SME DigitalCo-founder, trks.it@Nichole_Kelly