Why Even Great Online Managers Have A Long Way To Go

Why Even Great Online Managers Have A Long Way To Go
Janus Boye - jb@jboye.com
September 2010

Agenda
Questions
Challenges
Management support
Governance
Analytics
Social media
Vendors
Your opportunity

Questions
What’s the new role of the website after the advent of social media?
Can we buy a tool to fix governance?
Is the organization ready for the next big online project?
What actions do we take based on analytics?
When NOT to work with external agencies?

1) Senior mgmt. support
Many online professionals feel that management is (very) unsupportive
Most senior managers don’t “get it”

“Can you get this new website live tomorrow?”
an executive to an online manager in 2010

“We waste $125,000 on producing and maintaining pages that nobody uses”

2) Governance
Have you hit a web development wall unable to organize internal resources?
Tension with IT
Redundant, Outdated and Trivial content

3) Analytics
Hard to take time away from day-to-day tasks
Difficult to find the right metrics
Moving from numbers to insights and actions

“Our analytics system is not user friendly”
“We are overwhelmed with data”

Aligning analytics with business objectives
4 employees dedicated to online intelligence
Internal self-service for traffic data
Regular training & workshops
Credit: Gbemi Petersen, Manager of Process & Online Intelligence, LEGO

4) Social media
Ensuring buy-in for online social activities from management
How can we organize the workload when we need to be so much more responsive?
How can we do effective reputation management through social media?
What about guidelines for employees’ use of social media?

Credit: Jussi-PekkaErkkola, NOKIA

5) Vendors
Many buyers are confused by vendors
No clear market leader for online professionals
Different and often new terms used for the same things

“Should we go for an enterpriseportal or web content management system?

Your opportunity
Get management support by speaking their language
Governance is needed to break through the wall
A commitment to analytics pays off
Social media increasingly drives traffic and build relationships
Use vendors for inspiration, not to set the agenda
Make the right decisions

Wrap up
Learn from other online professionals and make better decisions
It is not about technology

Continue the conversation…
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LinkedIn Group
jb@jboye.com
@janusboye | @jboye

Why Even Great Online Managers Have A Long Way To Go

by Janus Boye on Oct 02, 2010

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Why Even Great Online Managers Have A Long Way To Go — Presentation Transcript