Product Rationalization – Systems Thinking As Platform

Systems

Thinking

Problem Resolution

Project Manageme

nt

Leadership Responsibili

ty

Our message = “Integrating ST Across All Disciplines” in practical & productive way

Current Focus & Revenue Here

Crowded, but keyword

support, can act as

“sub-platform”

On respirator, but low CPC & past success, always in demand

Keywords We “Own” – Rank is #1 When String Is Searched For On Google, Bing, Yahoo… ethics in leadership workshop intelligent layoffs key responsibilities of a strategic

leader leadingupset molding organizational culture organizational snapshot project derailment strategic leadership team

responsibilities system thinking workshop

systems thinking workshop work systems affiliates work systems affiliates int. inc work systems affiliates international work systems affiliates international

inc. wsa-intl wsa-intl.com www.wsa-intl.com

76_systems_thinking_workshop

BUT….Rank is not the same as visit traffic…..

Most Visits From Search – Last 12 Months

1. Work Systems Affiliates*

2. Paul Plotczyk*

3. Brainstorming models#

4. Strategic leadership responsibilities#

5. Systems thinking workshop*

6. Key responsibilities of leadership#

7. Difficult performance conversations#

8. Key responsibilities of the leadership role#

9. Performance conversations#

10. Strategy dialogues#

*Indicates >5% Visit-Lead

# Indicates 0 Leads

What is the value to visitors once they find us? Maybe we need to change some recipes?

Search Strings That Have Generated Visits Related To “Project” organizational alignment

project management project derailment project systems planning and

execution 2-day project management

class building high performance

project teams explain how you incorporated

systems thinking as you developed your project

performance appraisals dealing with project

management project management

consulting services for the government

project management wsa project planning and

execution scenario planning or project

management hospital? the contribution of systems

thinking to project management

This sample of info can help us form our “niche” in the project management world

Search Strings That Have Generated Visits Related To “Leadership Responsibility” 3 key responsibilities of strategic

leadership 3 responsibilities of leadership key leadership responsibilities key of leadership and responsibility key responsibilities of leadership role leadership and responsibility leadership key responsibilities leadership team responsibilities major responsibilities of strategic

leadership management responsibility in

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strategic leadership

These strings generate 16% of our organic search visits, but ZERO leads

Search Strings That Have Generated Visits Related To “Systems Thinking” systems thinking training systems thinking workshop systems thinking white paper interrelated interdependent systems

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in government and management "systems thinking" leverage quotations

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decision making

18% of organic search, 3.9% lead conversion rate

Low-Cost Keyword Strings

Keyword

Cost Per

Click

organizational project <$0.50

people problems project management

<$0.50

project management and systems thinking

<$0.50

project management unintended consequences

<$0.50

public capital project by key stakeholder facilitation

<$0.50

systemic project management <$0.50

systems thinking project management

<$0.50

using systems thinking for project management

<$0.50

Opportunity to raise WSA ranking with low-cost adwords

Keyword

Cost Per

Clickdiscuss how strategic leadership works

<$0.50

key leadership responsibilities <$0.50

key responsibilities of a strategic leader

<$0.50

leadership development systems <$0.50

apply systems thinking <$0.50

executive coaching models - systems thinking models

<$0.50

systemic approach to complex decision making

<$0.50

critical thinking $0.90

decision making $1.07

So What Does It Mean?

Systems

Thinking

Problem Resolution

Project Manageme

nt

Leadership Responsibili

ty

Clearly, Systems Thinking is driving and converting traffic

With rework, our PM offering can be good compliment to technical programs

High interest in responsibilities of leader but content needs steroids

What Do We Do With UPSET™?

Repackage Create positive name/connotation Rework research Weave into systems thinking platform value

Remove Only 4 visits out of 2400 organic search visits last

year Unclear message – clever use of initials but needs

explanation Has negative connotation

Target Audience – Fish In Barrel

Government/Defense

Construction/Engineering

??????????• Fortune 500/Technology

• Manufacturing

• Healthcare• Financial Services

2011 will leverage WSA expertise in these 3 industry groups to attract new clients

Integrate Inbound Strategy Across WSA Facets

Cold Calls• Create Awareness

of Social Media & Blog

• Lead Nurturing Campaign

Client Work• Update All

Collateral• Consultants

promote web content & social media links

• Speaking engagements

Online Presence/Ads• Keyword focused• WSA as expert• Links to our site

Value Added Content• Blog• Webinars• Articles• Narrated

PowerPoint

“Market As You Go”

Cold Calls Depending on call outcome:

Personal Email Templates Make aware of LinkedIn Presence Refer to Blog Upcoming workshops, webinars or online resources

Auto lead-nurture campaign

Current Communications

• “Thank you for your interest in WSA's White Paper, The 7 Deadly Decision-Making Sins. Please let us know if you have any comments or questions about what derails organizational decision-making.  We hope you find the White Paper useful.”

Form Submittal

• “Thank you for downloading The 7 Deadly Decision-Making Sins white paper. Were you able to identify which of  the "sins" your organization most frequently commits? If you would like some help identifying what is holding your organization back or if you know exactly what the problem is but don't know what to do about it, contact us for a complimentary, no-stings-attached call. We promise no sales pitches, just a chance to get some clarity regarding your organization's decision-making and problem solving challenges. 

Complimentary Consultation: Contact Beth Chartier at 781-343-4008 or Bchartier@wsa-intl.com to arrange your Complimentary 30 Minute Call. 

Additional Resources:Visit our website Resource section for other valuable articles, white papers and research.”

This email arrives within minutes of downloading WP

Lead Campaigns - FocusTopic Based Campaigns –

Content related form

Systems Thinking

Leadership

Project Mgmt

Interaction Based Campaigns –

Triggered by a specific actionHave spoken

with Beth on the phone

Downloaded a whitepaper

Moved to low active

Example of Lead Nurturing Campaign

• Thank you again for downloading WSA's White Paper, The 7 Deadly Decision-Making Sins. We hope you found it helpful in deteriming what derails your organization problem solving.

• Here is a link for a recent blog post which discusses…

Day 1 Email

• Based on your interest in Resolving Complex Business Decisions I wanted to share this link to our article archives. As you scroll down the list you will find many relevant articles how to effectively address complex organizational problems

Day 3 Email

• Recently you downloaded WSA's White Paper, The 7 Deadly Decision-Making Sins and were sent a link to articles published in our e-Newletter, LeadingUpset.

• If you found that information useful and would like to receive future articles as they are published I invite you to subscribe to our popular e-Newsletter.

• LeadingUpset is published 6 times a year and LeadingUPSET™ is your online source for straight-talking advice, tips and information on practical application of systems thinking to solve your complex business problems.

Day 5 Email

Client Work Workshops – suggest following us on LinkedIn,

Twitter or via the blog Consultants actively make LinkedIn

connections of participants post-engagement Ask for specific recommendation on LinkedIn

regarding workshop or consulting usefulness

Online Presence Sharpen website to align with core message Optimize web site around focused keywords Target sites to link to-from Pilot targeted online ads to drive up rankings Improved success stories that demonstrate

results related to our work More images Optimize layout for “Digital Natives”

Example: Project Management Description Rewritten In Systems Thinking Platform

You Will Learn How To: Approach project management as a dynamic process, rather

than a series of tasks Approach project management with a systemic mindset that

moves beyond task & time planning

Get full endorsement of the project plan from key stakeholders Uncover factors that influence project outcome but don’t

appear on your charter

Create a Project Structure and Conditions to maximize project success

Anticipate unintended consequences of project plan and find leverage points to avoid derailment

Value-Added Content Create high-value “giveaways”

Narrated PowerPoint “How-to” videos

Guest bloggers – here and other sites Interactive webinars

2011 Top-Line Goal: 3 New Clients Via Inbound Assume Visit-to-lead & Lead-to-Customer Ratio = 1%

Need 300 leads (25/month) 30,000 visits (2,500/month)

Current Numbers (July - December): 4,462 Visits

Avg = 744 1,129 – Nov 1,349 – Dec

67 Leads Avg = 11 31 – Nov 8 – Dec

2011 Goal: Increase Visits To 2,500/month Break 100 Blog Subscribers –

Q2 Post 1 blog per week Currently have 11 subscribers

Add 100 Referral (Inbound) Links - Q2 Currently have 99

WSA Team - Relay potential sites

Break 50 Twitter Followers – Q1 Currently have 18 (including us) Content driven

Miscellaneous Run pilot online ad campaign – Q1 6 Newsletters – 1 every 2 months Create 3 lead nurturing campaigns – Q1

Sales Tool Kit White paper download (3, 7, 14 days) Low Active Campaign (10, 21, 60 days)

Content Upgrades Post 3 narrated slide shows on web –

End Q2 Re-align & optimize all web pages for

search engines – End Q2 Add 2 new white papers – 1 per quarter

Q1&2 Conduct 1 webinar – End Q3 Update all client-facing material with

social media info All team members on LinkedIn & solicit

connections and recommendations - Q1