Scrum Day Twin Cities 2015

1. WANT TO COLLABORATE MORE?
SHARE A COKE!
Chris Barron
Huruda LLC
chris.barron@huruda.com
September 22nd, 2015
ScrumDay Twin Cities

2. CHRIS BARRON
20+ years software industry
Product Manager, Marketer, Engineer
Co-founded Huruda LLC in 2013
Consult and coach Agile Development,
Agile Marketing, Agile for Anything

3. WHAT’S THE PROBLEM?

4. GREAT CAMPAIGNS

5. IT’S SO EASY!

6. HUGE FAILURES

7. WHY THE BIG DIFFERENCE?
Success
Experience
Top-Tier Talent
Creativity
Testing
Bold Execution
Failure
Experience
Top-Tier Talent
Creativity
Testing
Bold Execution
Same Process with Unpredictable Results = Gambling

8. SOME PEOPLE HAVE IT DIALED-IN
 100 Years 

9. EVEN THE BEST FAIL…

10. 20

11. 12
AGILE MARKETING

12. ITERATIVE & ADAPTIVE
Plan
DoCheck
Act

13. 20

14. WHO KNOWS SHARE-A-COKE?

16. BACKGROUND
Coca Cola always under pressure
 New products, brands, and categories
 Engagement constantly changing
 Content 2020 strategy  Agile before it was cool 
Marketing challenge:
 Re-ignite engagement in key demos
 Increase summer sales

17. WHAT THEY DID
Customer insights:
 Know and love Coca-Cola
 Lacking “eye-level” engagement
Experiments:
 Involved multiple agencies and tactics
 Started with personalized Coke bottles
 Launched in summer 2011 in Australia with 150 most
common names…

18. WHAT THEY DID

19. WHAT THEY DID
Experiments after initial launch:
 FB app to create and share virtual Coke
 TVCs using consumer-submitted photos
 Outreach to celebrity influencers
 Text a name to sign at Sydney’s King’s Cross
 Kiosks for consumers to create more bottles
 FB audience selected 50 additional names
They didn’t stop there…

23. RESULTS
2011 - Australia
2012 – Asia
2013 – Europe & UK
2014 – US
Consumption increased for first time in years
7%
10

24. COOL! BUT I’M NOT COKE.

25. ITERATIVE & ADAPTIVE
Plan
DoCheck
Act

26. DEFINE “COLLABORATION”

27. DO YOU COLLABORATE?

28. DEFINE “COLLABORATION”

29. CUSTOMER REQUIREMENTS

30. CUSTOMER SERVICE

31. GIVING OPTIONS

32. EXERCISE

33. YOUR TURN…

35. THE KEYS TO:
REAL
CUSTOMER
COLLABORATION

36. KNOW YOUR TARGET CUSTOMERS

37. TWO-WAY COMMUNICATION

38. EARLY AND OFTEN

39. TALE OF TWO COMPANIES
Traditional
•Internally vetted plans
•Annual CAB event
•Build, build, build
•Beta aka bug-out
•Launch 1.0
•Everybody waits for 1.1

40. TALE OF TWO COMPANIES
Traditional
•Internally vetted plans
•Annual CAB event
•Build, build, build
•Beta aka bug-out
•Launch 1.0
•Everybody waits for 1.1
Collaborative
•Internally vet “ideas”
•Collaborate with customers
and partners on ideas
•Survey customers to vote
with write-in option
•Show work-in-progress
•Everybody wants 1.0

41. IT’S NOT HARD

42. LESSONS LEARNED
Arrogant Assumptions =
Customer Collaboration =

43. Q&A
Chris Barron
Co-Founder and
Principal Consultant
Huruda LLC
chris.barron@huruda.com
612-220-9079
www.huruda.com