projects, personas, stakeholders, death star, slides

Projects, Personas, and Stakeholders – the slides

Toby Elwin Blog Archive, Marketing, Portfolio Planning 0 Comments

Projects have stakeholders, that much is clear, these pesky project stakeholders influence the project in both positive and negative ways. As a project moves towards completion, such as the Death Star, that all-universe symbol of … well, that is an interesting point. There are a lot of stakeholders across the Death Star with very different views of the same project, stakeholders: The Empire, The Rebels, and The contractors … [did you think of them?] Every view into a project is filtered through one lens: WIIFM? (What’s In It For Me?). When I look deeper into stakeholders with a persona lens I gain empathy for the persona motivation through the project and post-project on to the end-user need. This week I had a fortunate invitation to the  Project Management Institute MassBay roundtable to discuss Projects, Personas, and Stakeholders. Here is the deck and resources shared …

podcast, agile, user experience, Donald Fagen

Podcasts for modern design

Toby Elwin Blog Archive, Marketing, Organization Behavior 0 Comments

The bright side of a one- to two-hour commute: I now bundle a set of podcasts on modern design to my commute and learn an incredible amount to and from work. Until recently my digital community of interest did not include podcasts. Perhaps my hesitance was the preferred immediacy of reading, clicking, and browsing that has delayed my entry into the podcast community, but reality podcasts are very distant from blogs, Twitter, LinkedIn, and other community of interest engagement to share, learn, collaborate. That has changed with new commuting, habits: see drive time. Design in Context Design is key to organization, marketing, product, and projects. The past year or so, some might assume this blog has migrated to Agile and away from other objectives. Not so, intrepid reader: Agile is a management technique more than a simple project method and Scrum is a …

user story, requirement, design

User story, no requirement needed

Toby Elwin Blog Archive, 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 Archive, 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 Archive, 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.

2015, social media, lanscape, Toby Elwin, blog

Fast Start — Social Media Landscape 2015

Toby Elwin Blog Archive, Fast Start, Marketing 0 Comments

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.

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

Get control of your social media self with infographics

Toby Elwin Blog Archive, 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 Archive, 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 Archive, 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 Archive, 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 Archive, 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 Archive, 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.