Field Notes Inside an Integrated Communications Agency

Have you ever wondered how many unknown geniuses came before Einstein? Or how many Elvis Presley's out-danced and out-sang the star in the privacy of their own homes? How many explorers "discovered" America before Columbus?

The truth of the matter is, there have been many "greats" that came before the people that we regard as legends. These individuals were never "discovered" or properly recognized for their talents or contributions; they somehow got lost in the crowd and probably ended up wistfully shaking their heads at the news while thinking, "I thought of that years ago."

These unsung heroes were not recognized because of a lack of resources or outlets to share what they possessed, whether it be talent or information. In the end, self-promotion through effective communication and exposure is what led to the reverence that many such as Einstein, Elvis and Columbus receive today.

Luckily, social media is opening up a brand new, accessible venue for individuals to share what they've got. Last week, a star was born in Australian computer programmer Anthony Wesley. While partaking in his frequent hobby of stargazing, Wesley became intrigued by a large spot on Jupiter that he had not previously seen. He said he immediately recognized its significance and he uploaded images of the planet onto Flickr, a popular photo-managing social media site that allows one to share images with the world.

With his $400 telescope, Wesley was the first to make the ground-breaking discovery of an Earth-sized scar caused by an asteroid or comet collision to the planet. He is now being revered by NASA and astronomers around the world. The once unknown computer programmer is now the first result in a Google search of his name. Wesley is describing his discovery as a dream come true.

Social media is allowing many individuals to gain the fame and fortune that they only dream of. YouTube has served as an open karaoke stage for many singers who have been signed by huge record labels. Soulja Boy, a platinum-selling hip-hop artist from Atlanta, was discovered through the social networking site in 2007. Many others have been discovered through the site, including Canadian YouTube sensation, Justin Bieber, who is on his own rise to fame after being signed to a record label this year.

Whether you're an aspiring writer, singer, dancer, amateur astronomer or circus clown, there is no longer a reason to not be recognized for your talents. Social media is an accessible resource for everyone and by sharing your talents with the world, you could be the next big discovery.

Figuring out who your users are can be challenging. Many times stakeholders can have varying and conflicting opinions about what users deserve focus. Personas help manage this, but they're products of user research. Prior to research, it's important to provide some direction on who will be studied and in what capacity.

As I was preparing for a brainstorming session, I started thinking about how to start discussion about a business' users without explicitly asking "who do you think your users are?" That approach seemed rife with canned answers; I was looking for something different.

"Hire Your Users" is technique that would be applied in early discovery to start defining these boundaries. Using the metaphor of a hiring process, it helps design strategists and stakeholders collaborate on who the users are, in what order they should be considered, what they need to accomplish, and how they might do so.

In use, a facilitator would guide discussion around the following points:

What's the need?
This first question is used to start translating the business strategy and mission into tactical needs. Like hiring for a position, it uses the business objectives as input and defines how these can be accomplished. Often, this information is known and socialized; hopefully, the facilitator will not need to dwell too long here.

Who do we hire?
This question is starts to map those business needs to user segments and define their characteristics. To do this, we would use a job description to organize and divide the users. Doing so places rigor around each segment to reduce misinterpretation. Within each description are the following:

• Job title - a succinct phrase that defines the user type
• Position summary - this focuses on the core mission and goals of the user
• Responsibilities - the tasks they must perform to support the goals
• Experience - their background, knowledge, traits and capabilities

How will they accomplish this?
This question starts to elicit the features and content that may be needed to support the user's responsibilities. Demonstrating this relationship is important since it helps ensure technology is driven by business need and not the other way around. It should also help ensure that features are justifiable and not simply faddish.

What can we offer?
This question is about trade-offs. For this task, the participants are given a personnel budget of $100,000. Using a divide-the-dollar approach, they apportion that sum among all of the job descriptions. The result is a rough indication of the order and degree of priority of the segments.

 

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I've just hacked together this idea, so I'm hoping to hear your thoughts. Take this further? Abandon it immediately?