Achieving an integrated global web presence following a merger

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What did we learn from a web domain angle following our merger in 2006.

What did we learn from a web domain angle following our merger in 2006.

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  • 1. Achieving an integrated global web presence following a merger© Alcatel-Lucent Jerome Colombe – Alcatel-Lucent Web Governance Web Effectiveness Conference 2010 - Paris
  • 2. Alcatel-Lucent at a Glance Transforming communications for a world that’s always on.  Worldwide Presence: More than 130 countries  Annual Revenues: €15.2 billion (2009)  Employees: More than 77,000  Employee Nationalities: More than 100 R&D PROFILE  Budget: €2.4 billion (2009)  Active Patents Held: 27,500  Patents Awarded in 2009: 2,150  Nobel Prizes Won: 7  More than 500 experts in ~100 worldwide standards organizations.
  • 3. Agenda The Persuaders! Alcatel + Lucent Strategy Challenges, processes and problems Dreams and Reality What worked and what did not Today How we manage our web presence Tomorrow Q&A
  • 4. Preamble This is not a …
  • 5. ALCATEL + LUCENT The Persuaders April 2006
  • 6. Alcatel Lucent58.000 employees 31.000 employeesStrong Europe presence Strong NAR presenceBtoB audience BtoB audienceBtoC persistence (mobile) Historic Bell Labs
  • 7. Web Governance Model Web Governance ModelDecentralized CentralizedLight guidelines Strong guidelinesMultiple tools & teams Dedicated central teamShared web kit Unique tool
  • 8. What were the challenges, processes adopted … … and problems encountered.© Louie Psihoyos/CORBIS
  • 9. Principle and theory about merges and acquisitions 1+1=3
  • 10. happiness #1 #32006 2007 2008 2009 2010 #2 (un)happiness
  • 11. New strategy, transformation programs, the 2.0 effect,#3 new projects in pilot mode, budget re-orientation, External vs Internal … back to customer first. )#2 Re-organization, management changes, end of “former” Key learning of choices, metrics and quality feedbacks, new silos, … New company, hope, learning from others#1 Opportunity to change, creation of new things, re-invent the wheel …
  • 12. Our (web) dreams …© Richard Masoner
  • 13. … our reality!© vrogy
  • 14. What did not worked Topdown management Stop “shadow IT” or drive web by only COMPLEXITY IT or technology decisions Web teams depending of local constraints (org, budget, focus) Merge of intranet and internet governances (not at the beginning) Global publication tools which allow everyone to publish
  • 15. What worked for web domains New management (brand new from external … no more former) Step by step projects (open source on SIMPLICITY “shadow IT”), Pilot to test Small regrouped teams and off-shore for publications and support Respect of key governance basics (image, naming, taxonomy) Pure central tools (metrics, search engine, simple templates)
  • 16. Our web presence today Hybrid Architecture + View Internet as ecosystem + Integrate heteregeneous systems + Develop foundations outside ECM + Smooth and regular updates on guidelines + Integration of intermediate layers + Integration of mini-sites …
  • 17. What about tomorrow ? …
  • 18. 2.0 =The 2.0 (r)evolution cracks our web architecture lines
  • 19. Pragmatic governance modelKeep strong and useful key guidelinesConsider an hybrid model to move fastChallenge IT for adoptionThe 2.0 paradigmAnticipate and address customer needsConsider new audiences coming from SMMake our web a two-way streetEnable and empower channels
  • 20. Thank you!More