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The Making of a Rockin' Web Team


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9 tips on how to elevate the performance of your Web Team.

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The Making of a Rockin' Web Team

  1. 1. The Making of a Rockin’ Web Team<br />dotCMS Boot Camp<br />15 April 2010<br />
  2. 2. For your consideration… <br />The #1 reason web initiatives fail to meet their goals is…<br />Lack of consistent, adequate attention<br />
  3. 3. Mt. Implementation<br />D’oh!<br />Plan<br />Implement<br />Maintain<br />
  4. 4. Mt. Implementation<br />Ahh!<br />Plan<br />Implement<br />Growth<br />
  5. 5. This Presentation is about…<br />Organizational dynamics and not about technology<br />Commercial, EDU, non-profit and (maybe) government Web Teams<br />The Core Web Team – those who spend more than 50% of their time on web initiatives<br />
  6. 6. Your Presenters<br />Lia Sacco – Director of Sales & Marketing, dotCMS<br />Bill Beardslee – Strategy and Development, dotCMS<br />
  7. 7. First, some facts<br />Online Survey<br />28 respondents<br />Directional, and supports other information we have seen (you?)<br />Helps frame today’s discussion<br />Discussions<br />ADP<br />LogMeIn<br />University of Akron<br />
  8. 8. Who Responded<br />
  9. 9. Size of Organization<br />
  10. 10. Scope of Responsibility<br />
  11. 11. Time Allocation<br />
  12. 12. Web Team Titles<br />
  13. 13. Where does Web Team reside?<br />
  14. 14. Who forms Web Strategy?<br />
  15. 15. Size of Core Web Team<br />
  16. 16. Size of Non Core Team<br />
  17. 17. Survey Implications<br /><ul><li>“Web” appears to equal “Web Presence”
  18. 18. Brand Control  Brand Control + Influence
  19. 19. Web Team is still in “responsibility transition”
  20. 20. Forrester = IT holds responsibility
  21. 21. Front End is where the action is
  22. 22. Sound right to you?</li></li></ul><li>Background<br />HR, Payroll, Tax outsourcing<br />$9b/yr.<br />Web Strategy = Drive Leads<br />
  23. 23. Web Team<br />Scope: Employment Services (31,000 employees)<br />Core Web Team (3)<br />Director of Internet Marketing<br />Webmaster<br />Web Analyst <br />All content comes from Business Units<br />
  24. 24. Background<br />Peer to peer file sharing, data backup<br />$80m/yr<br />Web Strategy = Sell product online to new customers<br />
  25. 25. Web Team<br />Scope: Company Wide; primarily Product-driven (350 employees)<br />Core Web Team (10)<br />Creative Team <br />Interactive marketers, web writers<br />3rd Party Branding Agency<br />Development Team on as needed basis<br />
  26. 26. Web Team<br />Undergraduate and Graduate programs<br />Single Campus<br />Web Strategy = Serve Students, Drive Admissions<br />
  27. 27. Web Team<br />Scope: University Wide (30,000 students, 5,000 empl., 15 colleges)<br />Core Web Team (5)<br />Director, Web Services <br />Graphic Designer (Velocity templates)<br />Web Designer (catch all)<br />2 Developers (php, Java)<br />Content coordinated with Marketing, Communications and Depts.<br />
  28. 28. And now for <br />The Top 9…<br />
  29. 29. #1<br />Show that you have a holistic strategy<br />Web Strategy = technology, content plan, budget, processes…all facilitated by the right people<br />Content-puter-uppers<br />
  30. 30. #2<br />Create a construct for your Web Team<br />W-OPS<br />Web Operations<br />Ensures that the tactics of Web site development align with overall organizational mission. <br />WEM<br />Web Execution Management<br />Day to day execution by the Web Team; the Web Team carries out plans developed by Web Ops. <br />WPM<br />Web Performance Measurement<br />Web analytics that are connected to business goals<br />
  31. 31. #3<br />Establish KPIs and Live By Them<br />Cost/Applicant<br />Call Center Burden<br />9%<br />18%<br />14%<br />Pre-Natal Class Leads<br />
  32. 32. #4<br />Sell, Sell, Sell!<br />Residual Benefit - Performance <br />
  33. 33. #5<br />Speak the Language of the Business<br />Do people outside the Core Web Team know how or why LDAP is applied?<br />No. They just want assurances that the proprietary information is secure.<br />
  34. 34. #6<br />“There are more smart people outside my four walls that within” – Don’t know who<br />Hire an external trouble maker<br />Assign someone the job of Web Team Innovation (5%)<br />Take Field Trips<br />
  35. 35. #7<br />Say No to Content Rabbits<br />The benefits of Distributed Content are as elusive as…<br />
  36. 36. #7<br />Say No to Content Rabbits<br />Content Rabbits require constant training…<br />
  37. 37. #7<br />Say No to Content Rabbits<br />Content Rabbits clog support…<br />
  38. 38. #8<br />Recruit non Web Team folks to sit on your steering committee<br /><ul><li>Find those who have a vested interest in your team’s outcomes
  39. 39. Give them explicit purpose
  40. 40. Commit to listening and acting on their advice
  41. 41. Celebrate them to the org (everyone likes to see their name in lights)</li></li></ul><li>#9<br />Get rid of the term “Web Team”<br />
  42. 42. Wrap Up<br />Keep it at a Strategic Level<br /> Commoditization = Death<br />
  43. 43. Wrap Up<br />Watch Your Language<br /> It’s not a Project, it is part of your business<br /> Growth, not Maintenance<br />
  44. 44. Wrap Up<br />Keep it Lean<br /> No Content (or Dev) Bunnies<br />
  45. 45. Wrap Up<br />Stay open to New Ideas<br />What’s wrong with a Creative Group?<br />
  46. 46. Thank You!<br /><br />+1-786-594-5276<br /><br />+1-786-594-5288<br />