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.

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Achieving an integrated global web presence following a merger

  1. 1. ©Alcatel-Lucent Achieving an integrated global web presence following a merger Jerome Colombe – Alcatel-Lucent Web Governance Web Effectiveness Conference 2010 - Paris
  2. 2. Alcatel-Lucent at a Glance 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. 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
  3. 3. Agenda The Persuaders! Strategy Dreams and Reality Today Tomorrow Alcatel + Lucent Challenges, processes and problems What worked and what did not How we manage our web presence Q&A
  4. 4. This is not a … Preamble
  5. 5. ALCATEL + LUCENT The Persuaders April 2006
  6. 6. Alcatel 58.000 employees Strong Europe presence BtoB audience BtoC persistence (mobile) Lucent 31.000 employees Strong NAR presence BtoB audience Historic Bell Labs
  7. 7. Web Governance Model Centralized Strong guidelines Dedicated central team Unique tool Web Governance Model Decentralized Light guidelines Multiple tools & teams Shared web kit
  8. 8. What were the challenges, processes adopted … … and problems encountered. ©LouiePsihoyos/CORBIS
  9. 9. Principle and theory about merges and acquisitions 1 + 1 = 3
  10. 10. #1 #2 #3 happiness (un)happiness 2006 2007 2008 2009 2010
  11. 11. New strategy, transformation programs, the 2.0 effect, new projects in pilot mode, budget re-orientation, External vs Internal … back to customer first. ) #3 #2 Re-organization, management changes, end of “former” Key learning of choices, metrics and quality feedbacks, new silos, … #1 New company, hope, learning from others Opportunity to change, creation of new things, re-invent the wheel …
  12. 12. Our (web) dreams … ©RichardMasoner
  13. 13. … our reality! ©vrogy
  14. 14. COMPLEXITY Topdown management Stop “shadow IT” or drive web by only 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 What did not worked
  15. 15. SIMPLICITY New management (brand new from external … no more former) Step by step projects (open source on “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) What worked for web domains
  16. 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. 17. What about tomorrow ? …
  18. 18. 2.0 =The 2.0 (r)evolution cracks our web architecture lines
  19. 19. Pragmatic governance model Keep strong and useful key guidelines Consider an hybrid model to move fast Challenge IT for adoption The 2.0 paradigm Anticipate and address customer needs Consider new audiences coming from SM Make our web a two-way street Enable and empower channels
  20. 20. Thank you! More information jerome.colombe@alcatel-lucent.com @sYsIphe www.alcatel-lucent.com

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