The document discusses managing a company's entire digital presence as a product to improve its quality and impact over the long term. It recommends taking a product management approach to transcend day-to-day issues, facilitate better redesigns, and avoid repetitive redesign-neglect-redesign cycles. This involves managing the digital presence holistically rather than using multiple managers, employing slightly longer planning horizons than agile methods, prioritizing high impact over glitz, and focusing relaunches on getting foundations right before adding features.

1. Managing your digital
presence as a product
(project management isn’t enough)

2. Early strategy for higher impact
across the entire digital presence

6. Our idealized view

7. The normal state

8. Why product management
• Transcend the day-to-day churn
• Improve redesign
• Avoid the redesign-neglect-redesign cycle

9. Digital presence product
management
Managing the entire digital
presence for quality over the
long term

12. Multiple
product
managers for
digital
presence
Manage entire
digital
presence as
one product
→

13. http://bit.ly/hobbs-4-types

14. Agile
(Slightly)
longer
planning
horizons
→

15. Microsites
and one-offs
Higher impact,
but less glitz
→

16. http://hobbs.link/bingo-buzz http://hobbs.link/microsite-checklist

17. Relaunch
current extent
Relaunch
broad extent
→

18. http://hobbs.link/early-strategy

19. Relaunch with
focus on
launch state
Relaunch with
focus on
getting the
bones right
→

20. Thanks!
David Hobbs
Early Digital Strategist
@jdavidhobbs
david@davidhobbsconsulting.com