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Your Website asProduct<br />ProductCamp<br />Mike Ellsworth<br />Linked InSolutions<br />www.LinkedInSolutions.com<br />
About ME<br />15 years at Nielsen Co.<br />6 years as IT strategy consultant<br />3.5 years at State of Minnesota<br />Pro...
What is a Product?<br />A Product as in a product you can buy?<br />A Product as in something produced by an organization ...
Your Website as Product<br />Is your Website:<br />An Advertising Method?<br />A Branding Method?<br />Your Corporate Unde...
What’s the Difference?<br />Ancillary Websites:<br />Exist to increase impact of your brand/business and raise awareness<b...
What’s the Difference?<br />In our case, the entire reason for our existence<br />Copyright © 2010, StratVantage Consultin...
Why a Product?<br />Management of the site is different if it’s a product<br />Use the Four P’s<br />Have a lifecycle<br /...
Duties of Web Product Manager<br />Idea: Hey, kids, let’s build a site!<br />Product strategy: Goal of site, fit with the ...
Duties of Web Product Manager<br />Launch planning: Steps required to develop content and applications<br />Launch: Market...
Duties of Web Product Manager<br />What else?<br />Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved<br ...
So What’s My Problem?<br />Program Director of CareerOneStop.org Website<br />History:<br />Started in 1998<br />Three Sit...
Need To:<br />Consolidate three sites into one<br />Consolidate three brands into one<br />Change the orientation of the t...
Your Ideas?<br />Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved<br />13<br />
Your Ideas?<br />Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved<br />14<br />
Thank You!<br />You are welcome to connect with me:<br />Mike Ellsworth<br />Twitter: @MikeEllsworth<br />LinkedIn: www.Li...
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Website As A Product Product Camp Mn

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Is your Website a product? Is it managed like a product? A case study.

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Website As A Product Product Camp Mn

  1. 1. Your Website asProduct<br />ProductCamp<br />Mike Ellsworth<br />Linked InSolutions<br />www.LinkedInSolutions.com<br />
  2. 2. About ME<br />15 years at Nielsen Co.<br />6 years as IT strategy consultant<br />3.5 years at State of Minnesota<br />Program Director of CareerOneStop<br />2<br />Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved<br />
  3. 3. What is a Product?<br />A Product as in a product you can buy?<br />A Product as in something produced by an organization and managed by a product manager<br />Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved<br />3<br />
  4. 4. Your Website as Product<br />Is your Website:<br />An Advertising Method?<br />A Branding Method?<br />Your Corporate Underpants?<br />Or is it a Product?<br />A product is a solution to a customer problem<br />Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved<br />4<br />
  5. 5. What’s the Difference?<br />Ancillary Websites:<br />Exist to increase impact of your brand/business and raise awareness<br />Just another channel<br />Selling Websites:<br />Supplemental – can be an afterthought to bricks and mortar<br />Primary – delivers the ROI for the organization; thus should be a product<br />Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved<br />5<br />
  6. 6. What’s the Difference?<br />In our case, the entire reason for our existence<br />Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved<br />6<br />
  7. 7. Why a Product?<br />Management of the site is different if it’s a product<br />Use the Four P’s<br />Have a lifecycle<br />Have a roadmap<br />Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved<br />7<br />
  8. 8. Duties of Web Product Manager<br />Idea: Hey, kids, let’s build a site!<br />Product strategy: Goal of site, fit with the overall strategy, business case <br />Product planning: What does the market want? Where is the site going?<br />Product definition: How site will solve market problems. Required functions, business processes <br />Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved<br />8<br />
  9. 9. Duties of Web Product Manager<br />Launch planning: Steps required to develop content and applications<br />Launch: Marketing and communications <br />Day to day management: Reporting, analytics, financial drivers, refining and managing product lifecycle<br />Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved<br />9<br />
  10. 10. Duties of Web Product Manager<br />What else?<br />Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved<br />10<br />
  11. 11. So What’s My Problem?<br />Program Director of CareerOneStop.org Website<br />History:<br />Started in 1998<br />Three Sites<br />One to Three Brands<br />Two Development Teams<br />Goal: One Product, One Brand, Managed<br />Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved<br />11<br />
  12. 12. Need To:<br />Consolidate three sites into one<br />Consolidate three brands into one<br />Change the orientation of the teams<br />America’s Service Locator becomes Geolocation Team, Database Team<br />America’s Career InfoNet becomes Web Tools team<br />Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved<br />12<br />
  13. 13. Your Ideas?<br />Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved<br />13<br />
  14. 14. Your Ideas?<br />Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved<br />14<br />
  15. 15. Thank You!<br />You are welcome to connect with me:<br />Mike Ellsworth<br />Twitter: @MikeEllsworth<br />LinkedIn: www.LinkedIn.com/in/MikeEllsworth<br />Facebook: www.facebook.com/MichaelJEllsworth<br />Google Mike Ellsworth and check the bottom of the first page<br />MikeEllsworth@LinkedInSolutions.com<br />952-373-1006<br />Copyright © 2010, StratVantage Consulting, LLC. All Rights Reserved<br />15<br />

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