IBM1620A, reengineering, marketing, Toby Elwin, blog

Reengineering marketing

Toby Elwin Blog, Marketing, Organization Behavior Leave a Comment

New conditions demand new business management strategy. Technology enabled a disruption greater than any department or team level at a company can solve.

Customers severed the business message and took control of marketing channels.

Media lost privilege, marketers lost their minds, business lost their playbook, and customer’s rewrote the rules of engagement.

We need to reengineer marketing from the outside in and then align people, process, and technology from the inside out.

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Fast Start — Social Media Landscape 2015

Toby Elwin Blog, Fast Start, Marketing Leave a Comment

The CMO 2015 Social Landscape partnered with Aberdeen Group to create a new chart and new evaluation criteria.

New social sites since arrive all the time, did your organization invest in Pinterest? Google+?

They might be an easy, what of Qzone? Plurk? or KakauTalk?

Now with Aberdeen Group research links you can find out what the heck to allot the VK budget.

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Get control of your social media self with blogs

Toby Elwin Blog, Marketing 2 Comments

In social media you get back what you give out.

Frozen mental models of marketing 1.0, or outbound marketing, continue to present tough nuts to crack for why people do not let go of hang ups.

The technology to hyperlink and to subscribe to content mirrors social interactions, not a new marketing channel to exploit.

Here are blogs to help you get control of social media self.

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Get control of your social media self with infographics

Toby Elwin Blog, Marketing Leave a Comment

How to get control of your social media self is a topic that, for some, seems to mean there is a set of rules, or a prescription to follow, that will make it easy and deliver instant results, fame, and fortune.

Well, like losing weight or learning a skill, there are no social media shortcuts.

Those transparent about their lifelong learning come to manage their social media identity and support others in a virtuous giving, learning, providing, receiving cycle.

Learn to manage your social media identity faster and have more fun with this list of infographics and checklists from other’s shared experiences.


Community persona for project management

Toby Elwin Blog, Community Persona, Marketing, Portfolio Planning, Social Project Management Leave a Comment

A project is an intentional effort to deliver a product or service that creates an opportunity – intended or otherwise. Projects have multiple stakeholders with multiple needs for, or against, project realization.

Typical project steps include initial scope design, organization impact assessment, stakeholder identification, communications planning, risk, and a second iteration of scope, delving into user community goals serves project and stakeholders more accurately.

Social Media Strategy presentation

Social media strategy review for Project Management Institute — New York

Toby Elwin Blog, Marketing 2 Comments

Yesterday worked with Project Management Institute New York City chapter in an all-day retreat with focus on communication and collaboration.

Offsite objectives included how the chapter shares events and activities that improve community persona need.

The presentation is included within and was used for discussion on integrated communication and what social media support might look like.

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Community persona for change management

Toby Elwin Blog, Community Persona, Marketing, Organization Behavior Leave a Comment

With the on-going game focused on more of less, our organizations are expected to not only run lean(er), but to lean further into the winds of constant change and constant constraints.

Change is no longer an event to manage and move on, organizations must realize change is the only constant. This operating climate highlights change management as a competitive advantage to those that figure it out, pivot, and to maintain an engaged workforce.

The stakeholders and the voice they have remains a stronger voice for change than any amount of company flyers, magnets, and town halls. Adopt a community persona strategy to improve organization, change management capability.