The Digital Deca: 10 Management Truths for the Web Age eBook
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The Digital Deca: 10 Management Truths for the Web Age eBook

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Lisa Welchman takes a fun look at how negative and positive organizational dynamics manifest on the Web in this eBook. She explores the 10 management truths organizations must understand and......

Lisa Welchman takes a fun look at how negative and positive organizational dynamics manifest on the Web in this eBook. She explores the 10 management truths organizations must understand and implement when retooling to be effective online and remain relevant in the information–driven 21st century.

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  • 1. The DigitalDeca 10 Management Truths for the Web Age. by Lisa Welchman
  • 2. T h e D i g i Ta L D e c a • Lisa Welchman Web Phrenology: The science of understanding an organization’s strengths and weaknesses by examining their Web presence. ©2010 Lisa Welchman one
  • 3. T h e D i g i Ta L D e c a • Lisa Welchman Meet Wendell Wallace Webb he is the voice of your organization. he talks online, non-stop 24x7, globally, whether you like it or not. hallo Welt, hallå världen Witaj świecie Hello, World! Bonjour tout le monde a Hello World! hello world Hello, World! ‫ﻡﻝﺍﻉﻝﺍ ﻱﻑ ﺍﺏﺡﺭﻡ‬ привет мир в Hola mundo ©2010 Lisa Welchman Hello worldを Ciao mondo hola, mundo
  • 4. T h e D i g i Ta L D e c a • Lisa Welchman and, you might be surprised what he says to your customers members citizens patients students shareholders employees ©2010 Lisa Welchman Th r ee
  • 5. T h e D i g i Ta L D e c a • Lisa Welchman “T organization is messed up. his They might not have credible information. They’re wasteful. They can’t collaborate. And they might not be able to thrive in the Web age.” ©2010 Lisa Welchman f ou r
  • 6. T h e D i g i Ta L D e c a • Lisa Welchman The Good Old 20th Century So, maybe your organization was always messed up, didn’t have credible information, was wasteful and unable to collaborate. But it didn’t matter as long as your storefront to the world looked good. ©2010 Lisa Welchman f ive
  • 7. T h e D i g i Ta L D e c a • Lisa Welchman “But now, you broadcast your company’s dysfunction to the whole wide world with the instant, digital, global communications channel that is the www.” ©2010 Lisa Welchman six
  • 8. T h e D i g i Ta L D e c a • Lisa Welchman “And, before Web 2.0 you didn’t have an instant, digital, global communications channels like Twitter, flickr, facebook, et al, that your customers could use to tell everyone how dysfunctional you are…” ©2010 Lisa Welchman seven
  • 9. T h e D i g i Ta L D e c a • Lisa Welchman The Organizational Dynamic Behind Bad Web Sites a mo u n t o f o ffline amount of onli n e Money content Power e qual s Data clout applications access to senior Leadership Web sites are usually developed by subjective taste and organizational power, instead of by understanding customer needs. ©2010 Lisa Welchman This makes bad Web sites which can communicate surprising things to your customers. eigh T
  • 10. T h e D i g i Ta L D e c a • Lisa Welchman How Organizational Dysfunction Affects Your Web Site “Is 404 their area code? Where’s the rest of the phone number (click).” “You don’t care how “Is this the same company long i have to look to find (clickity, clickity, click)?” information. You’re wast- ing my time (click).” “I just spent 5 minutes filling out a form just like this. “I need to know You’re wasting my time... everything about my disease, again. (click and Tweet).” not just what one group says. i don’t know what to do. ©2010 Lisa Welchman i’m trying to make a life deci- sion. i’m scared and you’re Bad Search confusing me (click).” “@!*@&! (click)!”
  • 11. T h e D i g i Ta L D e c a • Lisa Welchman Your customers use the Web to find information, shop and manage themselves in a crisis, and based on their experience on your Web site they form an opinion about your business, your brand, your competence, relevance and viability. if that opinion isn’t great, they move on to the next possibility, unconstrained by geography or time— until their needs are satisfied. ©2010 Lisa Welchman Ten
  • 12. T h e D i g i Ta L D e c a • Lisa Welchman “Wait! Don’t leave. You haven’t visited all 25 of my content silos!” ©2010 Lisa Welchman eLeven
  • 13. T h e D i g i Ta L D e c a • Lisa Welchman Most organizations address low Web quality by redesigning their Web site or installing expensive infrastructure technology. The real reason your Web site keeps falling into disrepair is because your organization’s management practices don’t align with the 21st century business dynamic. ©2010 Lisa Welchman TWeLve
  • 14. T h e D i g i Ta L D e c a • Lisa Welchman What Happened to Your Business when the Web Happened The Web changed the rules, not just for the way you communicate with your customers, partners, employees or process transactions or disseminate data…but for your entire business. ©2010 Lisa Welchman T h irTeen
  • 15. T h e D i g i Ta L D e c a • Lisa Welchman The Web speeds up and intensifies the pace of business and puts customers in a greater position of power. now, your customers have a platform from which to announce, loudly and clearly, their likes and dislikes about how you do business. ©2010 Lisa Welchman f ou rTeen
  • 16. T h e D i g i Ta L D e c a • Lisa Welchman unfortunately, many executives have allowed their organization’s Web presence to be managed in a reactionary, non-strategic way…riding the wave of the latest technologies and delegating strategic business decisions to junior resources…underestimating the impact of the internet on business, or reluctant to shift a successful legacy business model to a new un-proven Web paradigm. ©2010 Lisa Welchman f if Teen
  • 17. T h e D i g i Ta L D e c a • Lisa Welchman right now, it’s just your Web site that is failing but as younger or more nimble companies leverage the Web and better engage your customer base, you may find that it’s also your business that’s failing. ©2010 Lisa Welchman sixTeen
  • 18. T h e D i g i Ta L D e c a • Lisa Welchman The Business Challenge of the Web The 21st century business world consists • a direct link between organizational of both a physical and digital hemisphere objectives and values and the governance with the organization’s digital presence of your organization’s information supply magnifying the management efficiencies chain. and inefficiencies of the physical presence. • sound and rapid execution. Because of the all-ecompassing, omni-di- • Persistent measurement of performance. rectional, democratic nature of the World Wide Web, organizations must manage with some organizations try to heed these com- precision and coherence in order to remain mon tenets while others are less culturally viable and maintain control of their brand. inclined to manage this way. But for most who are able to manage this way, it is only Coherence means: for the physical hemisphere, not the digital. • clear articulation of an organization’s ©2010 Lisa Welchman objectives and values. sevenTeen
  • 19. T h e D i g i Ta L D e c a • Lisa Welchman The Web is the disruptive, operations optimizing, information disseminating, sales closing, feedback gathering technology of our time. if an organization can not manage the Web, it will fail. In order to remain competitive, executives must aggressively seek to integrate the management capabilities of the Web into its overall business operations. The Web can not continue to be an operational silo, planned for as an afterthought and dismissed by senior management as “technical” and Web teams can no longer be treated as an organizational ghetto, underfunded, out of sight and out of mind of senior leaders. ©2010 Lisa Welchman eigh T een
  • 20. T h e D i g i Ta L D e c a • Lisa Welchman The solution to maintaining or growing organizational effectiveness and competitive advantage lies in the establishment of 10 core management principles. These are called the Digital Deca. ©2010 Lisa Welchman nineTeen
  • 21. T h e D i g i Ta L D e c a • Lisa Welchman The DigitalDeca 10 Management Truths for the Web Age. ©2010 Lisa Welchman 20
  • 22. T h e D i g i Ta L D e c a • Lisa Welchman TruTH 1 Your Web presence is the digital manifestation of your organization. an organization’s business strategy must address both the digital and traditional business arena. These realms must be married and either may lead. ©2010 Lisa Welchman 20 one
  • 23. T h e D i g i Ta L D e c a • Lisa Welchman TruTH 2 In a digitally transforming business environment, bold leadership is vital. collaboration must be enabled from the top of the organization. if enabled from the bottom, power struggles will compromise business objectives. Those power struggles will slow the pace of innovation, be clearly magnified in your digital presence and expose your internal weaknesses to your competitors and customers. ©2010 Lisa Welchman 20 T Wo
  • 24. T h e D i g i Ta L D e c a • Lisa Welchman TruTH 3 Decision making must be based upon expertise, not power. an organization must emplace mechanisms that promote rapid and sound decision making based on knowledge and expertise, not perceived or real organizational political power. if decision making is guided by power, collaboration will fail. ©2010 Lisa Welchman 20 T h r ee
  • 25. T h e D i g i Ta L D e c a • Lisa Welchman TruTH 4 The business framework must be inclusive. organizational policy must protect and enable both the organization’s physical and digital world presence. if policy and operations are exclusively aligned to one or the other, risk is substantially increased. ©2010 Lisa Welchman 20 f ou r
  • 26. T h e D i g i Ta L D e c a • Lisa Welchman TruTH 5 Standards enable collaboration. standards for business execution must be complete and enforceable or chaos will occur with growth; but managed chaos can spawn innovation and lead to competitive advantage. ©2010 Lisa Welchman 20 f ive
  • 27. T h e D i g i Ta L D e c a • Lisa Welchman TruTH 6 The Web is an asset. organizations must understand and act on the potential of the Web to create efficiencies and realize more revenue. ©2010 Lisa Welchman 20 six
  • 28. T h e D i g i Ta L D e c a • Lisa Welchman TruTH 7 The organization owns the Web presence. The whole organization is responsible for the quality and integrity of its digital presence – not just Marketing/communications or the information Technology team. ©2010 Lisa Welchman 20 seven
  • 29. T h e D i g i Ta L D e c a • Lisa Welchman TruTH 8 Management should embrace impermanence. in a world where knowledge flows freely and globally, organizations must realize the advantages of matrix management and leverage expertise where it resides. clearly articulated performance indicators, standards-based execution, and Web-based collaboration can resolve the chaos of the matrix. ©2010 Lisa Welchman 20 eigh T
  • 30. T h e D i g i Ta L D e c a • Lisa Welchman TruTH 9 Know your customer but own your mission. organizations must understand the subjective needs of their digital and physical world customers and make mission-driven determinations about which needs will be met and which will not. ©2010 Lisa Welchman 20 nine
  • 31. T h e D i g i Ta L D e c a • Lisa Welchman TruTH 10 Measure twice, execute once. organizations must use both quantitative and qualitative data to determine business success. and synthesize physical and digital business execution in order to maintain competitive advantage. ©2010 Lisa Welchman 30
  • 32. T h e D i g i Ta L D e c a • Lisa Welchman The DigitalDeca 10 Management Truths for the Web Age. Truth 1 Your Web presence is the digital manifestation of your organization. Truth 2 In a digitally transforming business environment, bold leadership is vital. Truth 3 Decision-making must be based upon expertise, not power. Truth 4 The business framework must be inclusive. Truth 5 Standards enable collaboration. Truth 6 The Web is an asset. Truth 7 The organization owns the Web presence. Truth 8 Management should embrace impermanence. Truth 9 Know your customer but own your mission. ©2010 Lisa Welchman Truth 10 Measure twice, execute once. 30 one
  • 33. T h e D i g i Ta L D e c a • Lisa Welchman When senior leaders step up to the plate and embrace the Digital Deca, organizations will enter the Web age—an age of collaboration, innovation, and real reward. The Web presence will reflect the values and intent of the business and the organizational workforce will operate in a zone of empowerment—where both morale and profit are high. ©2010 Lisa Welchman 30 T Wo
  • 34. Lisa Welchman is the founding partner of WelchmanPierpoint. she has pio- neered the field of Web operations Management by distinguishing Web strat- egy, governance, execution and measurement as it pertains to large Web sites, and creating innovative, practical solutions for clients. Lisa wields a sharp ability to define and distinguish the over-arching principles of managing large Web sites and is a recognized thought leader in the area of Web governance. Since 1999, Lisa has been leading consulting engagements with a combination of high-level strategic vision, clear understanding of the challenges of senior executives, and real-world problem solving. her clients include The World Bank, The us food and Drug administration, usa.gov, research in Motion, clorox, Wells fargo, the social security administration, and seattle Times interactive, among others. Lisa Welchman twitter: @lwelchman info@welchmanpierpoint.com welchmanpierpoint.com 410.377.3012
  • 35. Goodbye, World! Goodbye, W ©2010 Lisa Welchman