Engaging Senior Leadership in Web Strategy

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EngagingSeniorLeadershipinWebStrategy

WEBOPERATIONSMANAGEMENTwww.welchmanpierpoint.com


Web Operations Management (WOM)

Web Operations Management is a discipline that outlines the concerns which organizations must address in order to maintain an effective Web presence.



10ManagementConcernsofWOM



Who is responsible for all this?

Executives Senior Management

Web Savvy Managers Web Experts

Web Experts Business Analyst

Organizationally-savvy senior management Web Experts



Web Strategy:

The translation of organizational objectives and values into high-level management directives for the Web



*Web* Strategy versus “other” strategies

  WebContentStrategy  InformaEonArchitectureStrategy

  SocialMediaStrategy

  SearchEngineOpEmizaEonStrategy These are about execution and focus on the creation of the Web presence – instead of management of Web business processes.



The Artifacts of Web Strategy

  AsuccessfulWebStrategyachievestworesults:–  GuidingPrinciples‐describehowtheorganiza=onwillusethe

Webtosupporttheorganiza=on’scorevaluesandbusinessobjec=ves

–  Formaliza4onofAuthority–ensuresthatauthorityforWebGovernance,WebExecu=onandWebMeasurementareclearlyar=culatedandproperlyresourced



GuidingPrinciples

  WOMguidingprinciplesdescribehowtheorganizaEonwillusetheWebtosupporttheorganizaEon’scorevaluesandbusinessobjecEves.Ingeneralthey:–  EnsurethattheorganizaEonalmissionisreflectedinitsWebpresence

–  Setthe“tone”fortheuseoftheWeb

–  Setthemosthigh‐levelcomplianceparameters

–  Giveamessagetothepublicandemployees



http://www.hhs.gov/web/webcouncil/governance/principles/index.html#guiding



Formalization of Authority

  Ensures that authority for Web Governance, Web Execution and Web Measurement are clearly articulated and properly resourced. So the organization knows:   Who makes the rules for the organization’s

Web presence   Who oversees the development of the

organizational Web presence   How Web “success” is measured



Formaliza<onofAuthority:Governance

  SeniorleadershipensuresthataWebGovernanceframeworkisestablished.Theycandothisby:–  DelegaEngauthoritytooverseethedevelopmentofaWebgovernancecharter



Formaliza<onofAuthority:Execu<on

  SeniorleadershipensuresthattheorganizaEonhasappropriatelystaffedandfundeditsWebprogram.Theycandothisby:–  ATendingtoWebresources.ThatmeansinauguraEngWebexecuEonmodel:

–  Staffing

–  Funding

–  Placement

–  Structure



Formaliza<onofAuthority:Measurement

  SeniorleadershipensuresthattheWebprogramisaccountabletotheorganizaEon.Theydothisby:–  EstablishingkeyperformanceindicatorsfortheWeb



Recap: list of Web things senior leaders should do:

  Create guiding principles   Delegate authority to oversee the development of a

Web governance charter   Inaugurate organizational Web execution model:

staffing, funding, structure, and placement   Establish key performance indicators



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