Session4 Web2.0 Implementation Performance Measurement


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Topic 4: Web 2.0 Implementation and Performance Measurement
Topic 4 covers the main issues and challenges in the successful implementation of Web 2.0 actions and initiatives including on-going performance measurement. The overall objective is to ensure that 2.0 projects are delivered ‘on time, within budget’ and that core business objectives are achieved. Five main issues are covered:
- General advice
- ICT project performance, planning and management
- Agreeing Web 2.0 priorities and budgets
- Implementation of key actions and initiatives using a BSC approach
- Performance measurement

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Session4 Web2.0 Implementation Performance Measurement

  1. 1. Topic 4 Web 2.0 Implementation and Performance Measurement
  2. 2. Web 2.0 Implementation <ul><li>Main issues and challenges in the successful implementation of Web 2.0 actions and initiatives </li></ul><ul><li>To ensure that projects are delivered ‘on time, within budget’ and that core business objectives are achieved </li></ul><ul><li>Five main issues: </li></ul><ul><ul><li>General advice </li></ul></ul><ul><ul><li>ICT project performance, planning and management </li></ul></ul><ul><ul><li>Agreeing Web 2.0 priorities and budgets </li></ul></ul><ul><ul><li>Implementation of key actions and initiatives using a BSC approach </li></ul></ul><ul><ul><li>Performance measurement </li></ul></ul>
  3. 3. Learning Outcomes <ul><li>On completion of Topic 4, you will understand: </li></ul><ul><li>The importance of planning to successful Web 2.0 implementation </li></ul><ul><li>The key steps involved </li></ul><ul><li>The way in which a Balanced Scorecard approach can help in the successful implementation of Web 2.0 initiatives </li></ul><ul><li>The importance of setting priorities and allocating budgets </li></ul><ul><li>How to measure performance </li></ul><ul><li>  </li></ul>
  4. 4. General Advice on Implementation <ul><li>Your Web 2.0 Balanced Scorecard will have identified the 2.0 actions and initiatives your organisation should implement (ensuring alignment and ‘strategic fit’ with your overall business goals and objectives) </li></ul><ul><li>Agree priority areas and timescales taking into account ease of implementation and expected business impact (ROI). Focus on ‘quick wins’ and low resource intensive actions, at least initially. ‘Quick wins’ help to build organisational momentum for change </li></ul><ul><li>Develop a 12-month Action Plan and individual Project Plans for each Web 2.0 initiative (follow professional project management procedures) </li></ul>
  5. 5. General Advice on Implementation <ul><li>  </li></ul><ul><li>For each initiative, be very clear on the core objective to be achieved, targets, KPIs and the key actions required for getting there </li></ul><ul><li>Implement the initiative </li></ul><ul><li>Ensure that you take account of organisational, people, resource etc issues, including post-project sustainability and extension </li></ul><ul><li>Assess performance on an on-going basis </li></ul><ul><li>  </li></ul>
  6. 6. ICT Project Performance, Planning and Management <ul><li>Poor track record of ICT projects. A very large number of projects are delivered late, over budget or not at all </li></ul><ul><li>Many fail to produce the expected business benefits or return on investment </li></ul><ul><ul><li>80-90 per cent of projects do not meet requirements </li></ul></ul><ul><ul><li>80 per cent of systems are delivered late or over budget </li></ul></ul><ul><ul><li>40 per cent of projects fail or are abandoned </li></ul></ul><ul><ul><li>Under 40 per cent address key issues such as staff training and skills development </li></ul></ul><ul><ul><li>Less than 25 per cent properly integrate business and technology objectives </li></ul></ul><ul><ul><li>Only 10–20 per cent meet all success criteria </li></ul></ul>
  7. 7. Reasons for ICT Project Failure <ul><li>Poor requirements specification </li></ul><ul><li>Failure to anticipate and manage project risks (including Requirement, Systems, Technology, Skills and People Risks) </li></ul><ul><li>Inappropriate development methodology </li></ul><ul><li>Poor IS/IT/database design and construction </li></ul><ul><li>Poor Project Management </li></ul><ul><li>Seeking quick ‘Out of the Box’ solutions </li></ul><ul><li>Failure to link ICT to the overall business goals and objectives of the company </li></ul>
  8. 8. Costs of ICT Project Failure <ul><li>The costs of ICT project failure can be very high. It is not just the wasted time and development costs involved but also the wider negative impact on staff morale, relationships, frustration, impact on customers and the potential loss of competitiveness </li></ul>
  9. 9. Web 2.0 Projects <ul><li>Lower project risks due to reduced technology barriers and lower development costs </li></ul><ul><li>But many other project risks still exist e.g. organisational, people etc </li></ul><ul><li>Good ‘Project Planning Pays’ </li></ul><ul><li>Sound planning and project management of Web 2.0 implementations can significantly reduce the likelihood of things going wrong; ensuring that the project is delivered ‘on time, within budget’; and that agreed business objectives are achieved </li></ul><ul><li>  </li></ul>
  10. 10. Project Life Cycle <ul><li>The ‘Project Life Cycle’ (PLC) concept is important here. </li></ul><ul><li>All ICT projects (indeed all projects) go through a ‘life cycle’ from agreeing objectives, deciding what needs to be done, planning a solution, implementing the solution, performance assessment and project closure. Web 2.0 projects are no different </li></ul>
  11. 11. Project Life Cycle
  12. 12. Agreeing Web 2.0 Priorities and Budgets <ul><li>At this stage in the process, you will probably have identified a number of Web 2.0 initiatives you would like to implement. However, given cost and organisational resource constraints these may represent more of a ‘wish list’ </li></ul><ul><li>All organisations, especially SMEs, have limited resources to invest in Web 2.0. It is critical, therefore, that decisions are made concerning which projects to invest in and what budget to allocate </li></ul><ul><li>  </li></ul><ul><li>A suggested framework using the BSC approach........ </li></ul>
  13. 13. Agreeing Web 2.0 Priorities and Budgets
  14. 14. Agreeing Web 2.0 Priorities and Budgets <ul><li>Step 1: </li></ul><ul><li>Agree the overall project budget for Web 2.0 - time, money and effort </li></ul><ul><ul><li>an agreed per cent of turnover or </li></ul></ul><ul><ul><li>based on the strategic importance of Web 2.0 </li></ul></ul><ul><li>Step 2: </li></ul><ul><li>  </li></ul><ul><li>Allocate budget between competing projects and initiatives. Use the BSC to identify the strategic importance of different Web 2.0 initiatives </li></ul>
  15. 15. Implementing Web 2.0 Actions and Initiatives <ul><li>The BSC establishes clear ‘cause and effect’ linkages between objectives, targets, performance measures, key actions and initiatives </li></ul><ul><li>This provides a very strong foundation for successful 2.0 implementations......... </li></ul>
  16. 16. ‘ Lag’ and ‘Lead’ Measures <ul><li>‘ Lag’’ indicators measure how well an organisation is currently performing i.e. the performance impact of past strategies and actions. Your ultimate goals e.g. Increased sales </li></ul><ul><li>‘ Lead’ measures represent the main drivers of future performance e.g. customer satisfaction and loyalty; number of site visits </li></ul>
  17. 17. Implementation Template Strategic Objectives Lag Measures Lead Measures Key Actions
  18. 18. Monitoring Performance
  19. 19. Is It Worth It? <ul><li>Aberdeen Research Group – study of the social media practices of 250 organisations </li></ul><ul><ul><li>‘ Best in class’ (50) </li></ul></ul><ul><ul><li>‘ Industry average (125) </li></ul></ul><ul><ul><li>‘ Laggards’ (75) </li></ul></ul><ul><li>‘ Best in class’ outperformed others in many key areas </li></ul><ul><ul><li>Customer satisfaction </li></ul></ul><ul><ul><li>Actionable insights delivered </li></ul></ul><ul><ul><li>Reduced time to market </li></ul></ul><ul><ul><li>Customer insight </li></ul></ul><ul><li>Source: Weber, 2009 </li></ul>
  20. 20. <ul><li>New performance measures </li></ul><ul><li>are required in a Web 2.0 environment </li></ul>
  21. 21. Web 1.0 KPIs <ul><ul><li>Site visits </li></ul></ul><ul><ul><li>Unique visits </li></ul></ul><ul><ul><li>Geographical spread of visits </li></ul></ul><ul><ul><li>Length of time spent on the site </li></ul></ul><ul><ul><li>Navigation through the site </li></ul></ul><ul><ul><li>Most/least popular pages </li></ul></ul><ul><ul><li>Number and quality of site enquiries </li></ul></ul><ul><ul><li>e-mail registrations </li></ul></ul><ul><ul><li>e-commerce sales </li></ul></ul><ul><ul><li>U ser feedback on the site </li></ul></ul><ul><ul><li>Links </li></ul></ul>
  22. 22. Measurement Tools <ul><ul><li>Web analytics </li></ul></ul><ul><ul><li>e-mail campaign monitoring </li></ul></ul><ul><ul><li>Linkpopularity </li></ul></ul><ul><ul><li>etc </li></ul></ul>
  23. 23. Web 2.0 KPIs <ul><li>Network quality, relationship strength, ability to leverage </li></ul><ul><li>Web 2.0 ‘winners’ will be those companies who fully utilise the interactive power of 2.0 technology for building strong ‘1-to-1’ customer and network relationships - especially with their ‘Most Valuable’ and ‘Most Growable’ customers </li></ul><ul><li>Those who fully leverage Web 2.0 for ‘Identifying, Acquiring, Retaining and Growing ‘Quality’ Customers </li></ul><ul><li>Requires a new ‘mindset’ and new approaches to business strategy and online marketing </li></ul>
  24. 24. Web 2.0 KPIs <ul><ul><li>Involvement – network/community numbers/quality, youtube and flickr views, time spent, frequency, geography </li></ul></ul><ul><ul><li>Interaction – actions they take – read, post, comment, reviews, recommendations </li></ul></ul><ul><ul><li>Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc </li></ul></ul><ul><ul><li>Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking S </li></ul></ul><ul><ul><li>Social Media Monitoring Tools –Audit, Assess, Impact </li></ul></ul>
  25. 25. Social Media Monitoring Tools <ul><li>Monitor and evaluate what is being said, by who, where and what impact – delivers actionable insights </li></ul><ul><li>Three stage process </li></ul><ul><ul><li>Aggregate what is being said </li></ul></ul><ul><ul><li>Natural language analysis – understand the data </li></ul></ul><ul><ul><li>Deliver actionable insights </li></ul></ul><ul><li>Companies – Cymfony, BuzzMetrics, Radian6, Biz360, Umbria, Visible Techologies, Coremetrics, Omniture, Web Trends </li></ul>
  26. 31. BSC 2.0 Performance Measures <ul><li>LAG MEASURES </li></ul><ul><li>Strategic objectives </li></ul><ul><li>Financial objectives </li></ul><ul><li>Marketing (marcom) objectives </li></ul><ul><li>Customer objectives </li></ul><ul><li>LEAD MEASURES - Engagement </li></ul><ul><li>Involvement </li></ul><ul><li>Interaction </li></ul><ul><li>Intimacy </li></ul><ul><li>Influence </li></ul>
  27. 32. Implementation Template Strategic Objectives Lag Measures Lead Measures Key Actions Strategic objectives Financial objectives Marketing (marcom) objectives Customer objectives Involvement Interaction Intimacy Influence Internal 2.0 External 2.0
  28. 33. <ul><li>Thank You </li></ul>