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Engaging Senior Leadership in Web Strategy

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This presentation details the role of senior leadership in the establishment of an organizational Web Strategy. It was presented as a Webinar on January 26, 2010 by Lisa Welchman, Founding Partner …

This presentation details the role of senior leadership in the establishment of an organizational Web Strategy. It was presented as a Webinar on January 26, 2010 by Lisa Welchman, Founding Partner WelchmanPierpoint.

Published in: Business, Technology

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  • 1. Engaging
Senior
Leadership
in
Web
Strategy 
 Copyright
©
2010
WelchmanPierpoint
 WEB
OPERATIONS
MANAGEMENT
 www.welchmanpierpoint.com

  • 2. Web Operations Management (WOM)
 Web Operations Management is a discipline that outlines the concerns which organizations must address in order to maintain an effective Web presence. Copyright
©
2010
WelchmanPierpoint
 WEB
OPERATIONS
MANAGEMENT
 www.welchmanpierpoint.com

  • 3. 10
Management
Concerns
of
WOM
 Copyright
©
2010
WelchmanPierpoint
 WEB
OPERATIONS
MANAGEMENT
 www.welchmanpierpoint.com

  • 4. Who is responsible for all this? Executives Senior Management Organizationally-savvy senior management Web Experts Web Savvy Managers Web Experts Web Experts Business Analyst Copyright
©
2010
WelchmanPierpoint
 WEB
OPERATIONS
MANAGEMENT
 www.welchmanpierpoint.com

  • 5. Web Strategy:
 The translation of organizational objectives and values into high-level management directives for the Web Copyright
©
2010
WelchmanPierpoint
 WEB
OPERATIONS
MANAGEMENT
 www.welchmanpierpoint.com

  • 6. *Web* Strategy versus “other” strategies   Web
Content
Strategy

   InformaEon
Architecture
Strategy
   Social
Media
Strategy
 These are about execution and   Search
Engine
OpEmizaEon
Strategy focus on the creation of the Web presence – instead of management of Web business processes. Copyright
©
2010
WelchmanPierpoint
 WEB
OPERATIONS
MANAGEMENT
 www.welchmanpierpoint.com

  • 7. The Artifacts of Web Strategy   A
successful
Web
Strategy
achieves
two
results:
 –  Guiding
Principles
‐
describe
how
the
organiza=on
will
use
the
 Web
to
support
the
organiza=on’s
core
values
and
business
 objec=ves
 –  Formaliza4on
of
Authority
–
ensures
that
authority
for
Web
 Governance,
Web

Execu=on
and
Web
Measurement
are
clearly
 ar=culated
and
properly
resourced
 Copyright
©
2010
WelchmanPierpoint
 WEB
OPERATIONS
MANAGEMENT
 www.welchmanpierpoint.com

  • 8. Guiding
Principles
   WOM
guiding
principles
describe
how
the
organizaEon
will
 use
the
Web
to
support
the
organizaEon’s
core
values
and
 business
objecEves.
In
general
they:
 –  Ensure
that
the
organizaEonal
mission
is
reflected
in
its
Web
 presence
 –  Set
the
“tone”
for
the
use
of
the
Web
 –  Set
the
most
high‐level
compliance
parameters
 –  Give
a
message
to
the
public
and
employees
 Copyright
©
2010
WelchmanPierpoint
 WEB
OPERATIONS
MANAGEMENT
 www.welchmanpierpoint.com

  • 9. http://www.hhs.gov/web/webcouncil/governance/principles/index.html#guiding Copyright
©
2010
WelchmanPierpoint
 WEB
OPERATIONS
MANAGEMENT
 www.welchmanpierpoint.com

  • 10. Formalization of Authority   Ensures that authority for Web Governance, Web Execution and Web Measurement are clearly articulated and properly resourced. So the organization knows:   Who makes the rules for the organization’s Web presence   Who oversees the development of the organizational Web presence   How Web “success” is measured Copyright
©
2010
WelchmanPierpoint
 WEB
OPERATIONS
MANAGEMENT
 www.welchmanpierpoint.com

  • 11. Formaliza<on
of
Authority:
Governance
   Senior
leadership
ensures
that
a
Web
Governance
 framework
is
established.
They
can
do
this
by:
 –  DelegaEng
authority
to
oversee
the
development
of
a
Web
 governance
charter
 Copyright
©
2010
WelchmanPierpoint
 WEB
OPERATIONS
MANAGEMENT
 www.welchmanpierpoint.com

  • 12. Formaliza<on
of
Authority:
Execu<on
   Senior
leadership
ensures
that
the
organizaEon
has
 appropriately
staffed
and
funded
its
Web
program.
They
can
 do
this
by:
 –  ATending
to
Web
resources.
That
means
inauguraEng
Web
 execuEon
model:
 –  Staffing
 –  Funding
 –  Placement
 –  Structure
 Copyright
©
2010
WelchmanPierpoint
 WEB
OPERATIONS
MANAGEMENT
 www.welchmanpierpoint.com

  • 13. Formaliza<on
of
Authority:
Measurement
   Senior
leadership
ensures
that
the
Web
program
is
 accountable
to
the
organizaEon.
They
do
this
by:
 –  Establishing
key
performance
indicators
for
the
Web
 Copyright
©
2010
WelchmanPierpoint
 WEB
OPERATIONS
MANAGEMENT
 www.welchmanpierpoint.com

  • 14. Recap: list of Web things senior leaders should do:   Create guiding principles   Delegate authority to oversee the development of a Web governance charter   Inaugurate organizational Web execution model: staffing, funding, structure, and placement   Establish key performance indicators Copyright
©
2010
WelchmanPierpoint
 WEB
OPERATIONS
MANAGEMENT
 www.welchmanpierpoint.com

  • 15. Thanks! More information on WOM: Blog posts Articles White Papers Quarterly Newsletter info@welchmanpierpoint.com http://welchmanpierpoint.com Copyright
©
2010
WelchmanPierpoint
 WEB
OPERATIONS
MANAGEMENT
 www.welchmanpierpoint.com


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