Why Even Great Online Managers Have A Long Way To Go

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Despite many advances over the last few years, most online managers agree that there is still a long way to go for their organizations if they are to fulfil their true digital potential. Based on real-life examples from members of the J. Boye community as well as years of research, Janus addresses some of the significant challenges

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Why Even Great Online Managers Have A Long Way To Go

  1. 1. Why Even Great Online Managers Have A Long Way To Go<br />Janus Boye - jb@jboye.com<br />September 2010<br />
  2. 2. Agenda<br />Questions<br />Challenges<br />Management support<br />Governance<br />Analytics<br />Social media<br />Vendors<br />Your opportunity<br />
  3. 3. Questions<br />What’s the new role of the website after the advent of social media?<br />Can we buy a tool to fix governance?<br />Is the organization ready for the next big online project?<br />What actions do we take based on analytics?<br />When NOT to work with external agencies?<br />
  4. 4. 1) Senior mgmt. support<br /><ul><li>Many online professionals feel that management is (very) unsupportive
  5. 5. Most senior managers don’t “get it”</li></li></ul><li>“Can you get this new website live tomorrow?”<br />an executive to an online manager in 2010<br />
  6. 6. “We waste $125,000 on producing and maintaining pages that nobody uses”<br />
  7. 7. 2) Governance<br /><ul><li>Have you hit a web development wall unable to organize internal resources?
  8. 8. Tension with IT
  9. 9. Redundant, Outdated and Trivial content</li></li></ul><li>
  10. 10. 3) Analytics<br /><ul><li>Hard to take time away from day-to-day tasks
  11. 11. Difficult to find the right metrics
  12. 12. Moving from numbers to insights and actions</li></li></ul><li>“Our analytics system is not user friendly”<br />“We are overwhelmed with data”<br />
  13. 13.
  14. 14. Aligning analytics with business objectives<br />4 employees dedicated to online intelligence<br />Internal self-service for traffic data<br />Regular training & workshops<br />Credit: Gbemi Petersen, Manager of Process & Online Intelligence, LEGO <br />
  15. 15. 4) Social media<br /><ul><li>Ensuring buy-in for online social activities from management
  16. 16. How can we organize the workload when we need to be so much more responsive?
  17. 17. How can we do effective reputation management through social media?
  18. 18. What about guidelines for employees’ use of social media?</li></li></ul><li>Credit: Jussi-PekkaErkkola, NOKIA<br />
  19. 19.
  20. 20. 5) Vendors<br /><ul><li>Many buyers are confused by vendors
  21. 21. No clear market leader for online professionals
  22. 22. Different and often new terms used for the same things</li></li></ul><li>“Should we go for an enterpriseportal or web content management system?<br />
  23. 23. Your opportunity<br />Get management support by speaking their language<br />Governance is needed to break through the wall<br />A commitment to analytics pays off<br />Social media increasingly drives traffic and build relationships<br />Use vendors for inspiration, not to set the agenda<br />Make the right decisions<br />
  24. 24. Wrap up<br /> Learn from other online professionals and make better decisions <br /> It is not about technology<br />
  25. 25. Continue the conversation…<br />J. Boye Blog<br />LinkedIn Group<br />jb@jboye.com<br />@janusboye | @jboye<br />

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