HIGHLIGHTING & ANNOTATIONS REPORT TEMPLATE IN MICROSOFT WORD EMAILS RE CUSTOMER SPECIFICATIONS SEOBRATEMAX KEYWORD PERFORMANCE (IN DRAFT REPORT)
SEOBRATEMAX NOTES FOR TIER 1
REPORT SEOBRATEMAX GENERATED DRAFT REPORT
REPORT (SENT TO ACCOUNT MANAGER VIA EMAIL)
EDITS
FACE TO FACE AND EMAIL QUERIES
FINAL DRAFT OF REPORT (TO CLIENT)
COVER EMAIL (TO CLIENT) MEETING (WITH TOP TIER CLIENT) IM AND FACE TO FACE CONTACT
WITH SEO SPECIALISTS ELIZAIR: SPREADSHEET
OF PROJECTS DANI: PROJECT NOTEBOOK CRAIG: TEXT LIST OF PROJECTS
THIS MONTH’S REPORT BECOMES THE PREVIOUS REPORT FOR THE NEXT CYCLE WIKI ANSWERS PREVIOUS REPORT
PREVIOUS REPORT
ACCOUNT MANAGER EMAILS SEO SPECIALIST
WITH QUESTIONS
SEO SPECIALIST IMs WITH OTHER SPECIALIST
ACCOUNT MANAGER EMAILS CLIENT FINAL DRAFT OF REPORT + COVER EMAIL SEO SPECIALIST GENERATES DRAFT REPORT SEO SPECIALIST EMAILS CUSTOMER RE CUSTOMER SPECIFICS ACCOUNT MANAGER AND SEO MEET WITH CLIENT, PRESENT POWERPOINT SLIDES SEO SPECIALIST EMAILS REPORT TO ACCOUNT MANAGER SEO SPECIALIST TALKS WITH OTHER
SPECIALIST
ACCOUNT MANAGER TALKS WITH SPECIALIST
Clients, clients’ customers, search engines previous report, highlighting and annotations, emails to clients, talks with other specialists, WikiAnswers, spreadsheets of projects, SEObrateMax, notes, Word template, draft report, emails and talk with account manager, final report,
cover email to client, presentation to client
specialists: write reports, set goals, find new ways to improve SEO. account manager: clarify reports
explain when results are poor, interface with client SEO specialist,
account managers
Report components, no deceptive or irrelevant results
Tools Report template must be changed to keep up with SEO changes; project tracking methords are not optimized for complex projects.
Actors Objective Search engines often
change algorithms Outcome Competitors compete for SEO rankings
Rules keep changing because search engines
keep changing algorithms. Division of Labor
Client’s search engine ranking
Community Stakeholders
Clients don’t always understand their part in improving SEO; search engines react to other contingencies. Improved client transactions 1 2 3 4 5 7
Figure 20.5. A consolidated activity system, based on the work in chapters 19 – 20.
Connections Contradictions Line Key GENERAL BUSINESS OFFICE SUPPLIER SOFTWARE SEARCH ENGINES CLIENT MARKETING SEO LIBERAL ARTS MAJORS OTHER MARKETING FIRMS Elizair Sonia Craig Dani
Prepare for Report Handoffs
Write Report Deliver Report Emails from customer, BRIL-LIANCE, report template, notes, email to Sonia
Emails from customer, BRIL-LIANCE, report template, notes, email to Sonia
Emails from customer, BRIL-LIANCE, report template, notes, email to Sonia
Email from Elizair, emails with customer, talk with Elizair
Final draft of report, client presenta-tion, PowerPoint slides
Final draft of report, client presenta-tion, PowerPoint slides
Final draft of report, client presenta-tion, PowerPoint slides
Final draft of report, Cover email to client, client presentation, PowerPoint slides previous month’s report,
highlight-ing and annotations on previous month’s report, emails with client, spreadsheet of projects, IMs and talks with Craig, WikiAnswers previous month’s report, highlighting and annotations on previous month’s report, emails with client, keyword logs, text file listing projects, IMs and talks with Dani
previous month’s report, highlight-ing and annotations on previous month’s report, emails with client, notebook listing projects, IMs and talks with Craig
Dani Dani Dani
Breakdown (in Black) Participant Recovery
Copies proper range and pastes in Excel. Deletes graph, selects entire data range, pastes into Excel. Cancels, hits Try Again. Excel: Accidentally enters date range in graph, resulting in straight line. Excel: Graph only shows one line. BRILLIANCE: fills out info for [client]. BRILLIANCE hangs.
Meso (Discoordinations) Micro (Breakdowns) Macro (Contradictions) Disruptions
Activity network: Rules keep changing because search engines keep changing algorithms.
Resource map: Sonia must ask Elizair for clarification when search rankings drop due to algorithm changes. Handoff chain: Clarification results in additional rounds of email between Sonia and Elizair.
Triangulation table: Elizair doesn’t proactively address algorithm changes, but Craig always includes a note about them when presenting his draft report to Sonia. Breakdown table: When reading the draft report, Sonia initially doesn’t understand the rankings drop. She asks the other account representatives if they understand it, then emails Elizair.
Figure 11.1. Triangulating across data types.
OBSERVATIONS
Specific observations of how NCC, Sales, Customer Service, Customer Service Data Entry interacted with
customers and each other.
Claim “NCC workers might blame other units for Rex’s death, but there’s no way to guide interactions, enforce compliance, or hold anyone accountable.”
INTERVIEWS
Specific accounts and stories of how NCC, Sales, Customer Service, Customer Service Data Entry interacted with customers
and each other.
ARTIFACTS
Interfaces, checklists, incident reports, other regulatory texts and mechanisms.
Figure 11.2. Triangulating across data instances.
Claim “NCC workers might blame other units for Rex’s death, but there’s no way to guide interactions, enforce compliance, or hold anyone accountable.”
Interview with Nathaniel (NCC)
Interview with Margo (Customer Service)
Interview with …etc. etc. Interview with Donald (NCC) Interview with Luther (Sales)
INTERVIEWS
Figure 15.1. A resource map.
NOTICE
DIRECTORY
NOTEBOOK
DIALOG BOX
FOLDER
LIST
BUSINESS LETTER
Figure 15.2. A resource map for the SEO case. HIGHLIGHTING & ANNOTATIONS REPORT TEMPLATE IN MICROSOFT WORD EMAILS RE CUSTOMER SPECIFICATIONS SEOBRATEMAX KEYWORD PERFORMANCE (IN DRAFT REPORT)
SEOBRATEMAX NOTES FOR TIER 1
REPORT SEOBRATEMAX
GENERATED DRAFT REPORT
REPORT (SENT TO ACCOUNT MANAGER VIA EMAIL)
EDITS
FACE TO FACE AND EMAIL QUERIES
FINAL DRAFT OF REPORT (TO CLIENT)
COVER EMAIL (TO CLIENT)
MEETING (WITH TOP TIER CLIENT) IM AND FACE TO FACE CONTACT
WITH SEO SPECIALISTS ELIZAIR: SPREADSHEET
OF PROJECTS DANI: PROJECT NOTEBOOK CRAIG: TEXT LIST OF PROJECTS
THIS MONTH’S REPORT BECOMES THE PREVIOUS REPORT FOR THE NEXT CYCLE WIKI ANSWERS
FINAL PRINTOUT POST-MEETING DISCUSSION MEETING DRAFT OVER EMAIL
Figure 16.1. A handoff chain
REPORT POST-MEETING DISCUSSION EMAIL HALLWAY DISCUSSION DRAFT PRINTOUT DRAFT OVER EMAIL
Figure 16.2. A handoff chain for the SEO case.
PREVIOUS REPORT
ACCOUNT MANAGER EMAILS SEO SPECIALIST
WITH QUESTIONS
SEO SPECIALIST IMs WITH OTHER
SPECIALIST
ACCOUNT MANAGER EMAILS CLIENT FINAL DRAFT OF REPORT + COVER EMAIL SEO SPECIALIST GENERATES DRAFT REPORT SEO SPECIALIST EMAILS CUSTOMER RE CUSTOMER SPECIFICS ACCOUNT MANAGER AND SEO MEET WITH
CLIENT, PRESENT POWERPOINT SLIDES SEO SPECIALIST EMAILS REPORT TO ACCOUNT MANAGER SEO SPECIALIST TALKS WITH OTHER
SPECIALIST
ACCOUNT MANAGER TALKS WITH SPECIALIST
__________________________________________________________ __________________________________________________________ __________________________________________________________ _____________________________________________ _____________________________________________ _____________________________________________ _____________________________________________ _____________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________
Figure 19.1. Activity system components worksheet.
Tools (How do they transform the objective?)
Actors (Who transforms the objectives?) Objective (What does the work cyclically transform?) Outcome (Why do they transform the objective?)
Rules (What rules do they use?) Division of Labor (How are the duties spread out?)
___________________ ___________________ ___________________ ___________________ ___________________ ___________________ Community Stakeholders
(Who else is involved in the wider circle?) ___________________ ___________________ ___________________ ___________________ ___________________ ___________________
1
2
3
4
5
7
6
_____________________________________________ _____________________________________________ _____________________________________________ _____________________________________________ _____________________________________________ __________________________________________________________ __________________________________________________________ __________________________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________
Tools (Do these tools have different logics or purposes?)
Actors (Do actors have different logics or goals?
Are they active in different activities?) Objective (Do other activities attempt to transform this objective differently Outcome (Do other activities try to achieve different outcomes?)
Rules (Do rules work against each other?)
___________________ ___________________ ___________________ ___________________ ___________________ ___________________ Community Stakeholders
(Do stakeholders have different logics, goals or expectations?) ___________________ ___________________ ___________________ ___________________ ___________________ ___________________
1
2
3
4
5
6
Division of Labor (Does the DOL leave gaps, overlapping responsibilities, or turf battles?)
7
Figure 19.2. Activity System Contradictions Worksheet.
Connections Contradictions Line Key
Clients, clients’ customers, search engines
previous report, highlighting and annotations, emails to clients, talks with other specialists, WikiAnswers, spreadsheets of projects, SEObrateMax, notes, Word template, draft report, emails and talk with account manager, final report, cover
email to client, presentation to client
specialists: write reports, set goals, find new ways to improve SEO. account manager: clarify reports
explain when results are poor, interface with client SEO specialist,
account managers
Report components, no deceptive or irrelevant results
Tools (How do they transform the objective?)
Actors (Who transforms the objectives?) Objective (What does the
work cyclically transform?) Outcome (Why do they transform the objective?)
Rules (What rules do they use?) Division of Labor (How are the duties spread out?)
Client’s search engine ranking
Community Stakeholders
(Who else is involved in the wider circle?) Improved client transactions
1
2
3
4
5
7
6
Report template must be changed to keep up with SEO changes; project tracking methods are not optimized for complex projects.
Clients don’t always understand their part in improving SEO; search engines react to other contingencies.
________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________
Rules keep changing because search engines keep changing algorithms
Tools (Do these tools have different logics or purposes?)
Actors (Do actors have different logics or goals?
Are they active in different activities?) Objective (Do other activities attempt to transform this objective differently Outcome (Do other activities try to achieve different outcomes?)
Rules (Do rules work against each other?)
Search engines often change algorithms
Community Stakeholders
(Do stakeholders have different logics, goals or expectations?)
Competitors compete for SEO rankings.
1
3
4
5
6
Division of Labor (Does the DOL leave gaps, overlapping responsibilities, or turf battles?)
7
Figure 19.4. Activity system contradictions for the SEO case.
Connections Contradictions Line Key
Figure 20.1. An Activity network.
SOMETIMES TWO ACTIVITIES SHARE SOME OF THE SAME COMPONENTS – HERE, THERE TWO
SHARE THE SAME ACTORS AND TOOLS.
SOMETIMES ACTIVITY SYSTEMS ARE LINKED IN A CHAIN, WITH ONE ACTIVITY’S OUTPUT SERVING AS
(FOR INSTANCE) TOOLS FOR THE NEXT ACTIVITY.
AND SOMETIMES TWO ACTIVITY SYSTEMS OVERLAP IN MORE COMPONENTS. PERHAPS THEY SHARE COMPONENTS AT EVERY POINT. THIS IS A RECIPE FOR
__________________________________________________________ __________________________________________________________ __________________________________________________________ _____________________________________________ _____________________________________________ _____________________________________________ _____________________________________________ _____________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________ ________________________________________
Tools (From where do these tools come?)
Actors (From where do the actors come? Where are they educated? With what fields, trades, or disciplines do they identify?)
Objective (What other activities
share this objective?) Outcome (Do other activities try to achieve this outcome?)
Rules (From where do these rules come?) Division of Labor (Did this DOL come from elsewhere?)
___________________ ___________________ ___________________ ___________________ ___________________ ___________________ Community Stakeholders (In what other activities do these stakeholders operate?) ___________________ ___________________ ___________________ ___________________ ___________________ ___________________
1
2
3
4
5
7
6
Search engines: mapping world’s knowledge Clients: Various markets
word processor: general office work; project spreadsheet; based on general lists; report; based on generic report structure; presentation; based on generic
presentation structure
Account manager-SEO separation similar to other marketing agencies SEO specialist: from various liberal arts majors
Account managers: managed accounts in different domains
SEO practice; search engine guidelines
Tools (From where do these tools come?)
Actors (From where do the actors come? Where are they educated? With what fields, trades, or disciplines do they identify?)
Objective (What other activities
share this objective?) Outcome (Do other activities try to achieve this outcome?)
Rules (From where do these rules come?) Division of Labor (Did this DOL come from elsewhere?)
___________________ ___________________ ___________________ ___________________ ___________________ ___________________ Community Stakeholders (In what other activities do these stakeholders operate?)
Client’s other marketing efforts
1
2
3
4
5
7
6
Figure 20.4. Activity network for SEO case, showing connections between the SEO firm and other activities.
GENERAL BUSINESS OFFICE SUPPLIER SOFTWARE SEARCH ENGINES CLIENT MARKETING SEO LIBERAL ARTS MAJORS OTHER MARKETING FIRMS
Clients, clients’ customers, search engines
previous report, highlighting and annotations, emails to clients, talks with other specialists, WikiAnswers, spreadsheets of projects, SEObrateMax, notes,
Word template, draft report, emails and talk with account manager, final report, cover email to client, presentation to client
specialists: write reports, set goals, find new ways to improve SEO. account manager: clarify reports
explain when results are poor, interface with client SEO specialist,
account managers
Report components, no deceptive or irrelevant results
Tools Report template must be changed to keep up with SEO changes; project
tracking methords are not optimized for complex projects.
Actors Objective Search engines often
change algorithms Outcome Competitors compete for SEO rankings
Rules keep changing because search engines
keep changing algorithms. Division of Labor
Client’s search engine ranking
Community Stakeholders
Clients don’t always understand their part in improving SEO; search engines react to other contingencies. Improved client transactions
1
2
3
4
5
7
Figure 20.5. A consolidated activity system, based on the work in chapters 19 – 20.
Connections Contradictions Line Key
Figure 22.1. The relationship among claims reasons, and evidence.
CLAIM
REASON REASON REASON
Figure 22.2. Translating models and data into claims, reasons, and evidence. CLAIM (from Topsight Table) REASON (from Activity System and Activity Network) REASON (from Breakdown Table) REASON (from Triangulation Table Resource Map Handoff Chain) EVIDENCE (Observation, Interview, Artifact) EVIDENCE (Observation, Interview, Artifact) EVIDENCE (Mission Statement, Interview, Interview)
