user story, requirement, design

User story, no requirement needed

Toby Elwin Blog, Marketing, Portfolio Planning 0 Comments

Good design meets end-user need. Bad design wastes time and money. The difference is not about requirements. Requirements are your great, grandparent’s design directive. Effective design is about empathy and to understand empathy you need to understand the user story requirement. Before development, every project team needs to understand what to build. In project management requirements gathering provides that essential view of what the project delivers. Good requirements assumes what the build is what the end-user requires. This up-front effort to understand user need is shared across many professions: In communications, start with know your audience; In product management, starts with know your market; In software development, start with user requirements; and Is digital marketing, start with know your persona Whether the user had to sit through a presentation, scour documentation, search software, or fumble through a webpage on their smart phone, bad design creates bad feelings. A requirements document is not a …

User Story Mapping, book, Agile, design

User Story Mapping by the book

Toby Elwin Blog, Book, Marketing 0 Comments

All design, whether PowerPoint deck, website, software, product, operating model, or Thanksgiving dinner, is an effort to deliver experience. Experience can range from bad to good to exceptional and where you land along that range depends on how well the designer understands their audience need. When design fails end-user need: We waste time, We waste effort, Frustration builds, and Trust is lost A User Story creates better understanding. Before development starts, a user-story and a user story map provides design a view of user journey to solution. User Story Mapping, as a software development tool, aims to focus design teams on users and user needs. But you say “I am not a software designer?” and I say, “everything we do is design, read on friend”. Any effort to improve design is a wise investment for: Trainers, Organization development, Communications, Marketing, and Beyond In short, this is …

IBM1620A, reengineering, marketing, Toby Elwin, blog

Reengineering marketing

Toby Elwin Blog, Marketing, Organization Behavior 0 Comments

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.

dr jekyll, mr hyde, social media, infographics, Toby Elwin, blog

Get control of your social media self with infographics

Toby Elwin Blog, Marketing 3 Comments

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.

bugs bunny, social media, control, Toby Elwin, blog

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.

ben hur, social media, organization, culture, Toby Elwin, blog, engagement

Company social media strategy reflects organization culture — engagement

Toby Elwin Blog, Marketing, Organization Behavior 0 Comments

A company that does not engage their market lends little confidence they engage their employees. A persona-driven strategy identifies characteristics through insight, data, and feedback to develop pertinent images of an ideal customer’s goals, needs, and objectives.

Social media reveals organization culture through more transparent ways than any HR engagement program.

What people want, may not be what you want to say. That gap is more realistically a chasm.

G8, meeting, project management, community persona, Toby Elwin, blog

Community persona for project management

Toby Elwin Blog, Community Persona, Marketing, Portfolio Planning, Social Project Management 0 Comments

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, landscape, Toby Elwin, blog

Fast Start — Social Media Landscape 2013

Toby Elwin Blog, Fast Start, Marketing 0 Comments

Fast Start conversation:  In 2010 Chief Marketing Officer, created a CMO’s guide to the social media landscape. This guide presents a social landscape evaluation with a red, yellow, green, key representing good, OK, or bad investment across 4 topics: Customer Communication, Brand Exposure, Traffic to Your Site, and SEO This guide is designed to help a CMO decide where to invest and leverage social website like Facebook, digg, redditt, and del.icio.us. In 2011 CMO updated their guide and added sites. Time out.  del.icio.us? digg?  Your organization not familiar with either? What about flickr? tumblr? In 2012, again, new sites arrived.  In 2012 did your organization invest in Pinterest? Google+? In 2013 a CMO might wonder about the total amount of sites that take attention and divide resources.  Was there a reduction in sites to focus?  Read what CMO.com says about 2013. Are these Social …

social media, strategy, cover, design, Toby Elwin, blog

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.

social media, agile, lean, scum, project management institute, pmi, presentation, Toby Elwin

Social Media in an Agile World

Toby Elwin Blog, Marketing, Portfolio Planning, Social Project Management 6 Comments

Very pleased to present at Project Management Institute New York City chapter on Agile social media. Longtime PMI volunteer, Steve Nosal, and myself presented Agile project management methods as a perfect blend to create and manage social media impact. Agile social media presented a great opportunity to formalize some thoughts from my Lean into social media post and present to a very active and engaged community. Agile Social Media Agile project management puts the customer at the center of the effort, relies on rapid prototyping, and transparency. Social media feedback, testing, and measurements are Agile project methods. User stories rely on persona methods. Many thanks to PMINYC for the invitation. You can download Adobe Acrobat or PowerPoint version just below.  To view presentation within this site, scroll past. Download my PowerPoint version to review my page notes for more detailed notes and sources. View through SlideShare, below.  Invite me to speak at your event.

world wide web, size, Toby Elwin, blog

Search engine sources

Toby Elwin Blog, Marketing 2 Comments

Across the web and on sites search engines help us answer questions. Whether Google, bing, Yahoo!, or other search features, you type into the search field when you need an answer. What comes back relies on a combination of how you searched, the words and combinations you used, and how search engines tag relevant items. Last week a friend called on the phone with some questions on search engine marketing (SEM). I thought to post this as a follow-up. Of course I answered his questions on the phone and I did not tell him, “wait until I post a response … “. Did You Find That? If you build it, does not mean, they will come; particularly if they can not find it. As of this writing, there are a mere 50 billion pages on the web, give or take …