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Managing Up Helping leaders 'get' digital
March 21, 2013
Lisa [email protected]
Introduction by
Gerry McGovern
Task management on the website Page 2
SIM
PLICITY
FREQUENCY
WEB
PHONE
FACE-TO-FACE
“Managing Up”Talking to leaders about digital
@lwelchman
The world has changed because of the World Wide Web but my CEO doesn’t “get it.”
Our digital presence is the most important thing and we look like crap…
We could get digital right if only the CIO would pay attention to the “I” part of her job.
We could get digital right if they’d put a
Chief Digital Officer in the executive suite.
Reality check:
• Many organizations have been managing websites for almost 20 years.
• Many Webmasters are now Web Managers, Directors of Digital or Vice Presidents of Interactive.
• So, who are you talking about when you say that “leadership” doesn’t get it?
What I hear from executives
They want 1.2 million for a redesign project but I don’t understand what we’ll get for that investment.
You can’t really find anything on the site. It’s a mess.
Half the time I have no idea what they’re talking about. What’s card sorting?
Let’s stop talking about how much leaders don’t know about digital.
What do digital leaders know about their
executives?
Leaders everywhere.They speak in business haiku.Give them your metrics.
The short-hand of leaders
Have a data-driven business story to tell. One that has a happy ending.
So, you’ve got some data and a good business story and you’re ready to talk to your leader. Do you know what kind
of leader you are talking to?
Digital Progressives Digital Conservatives
•Digital Conservatives are slower to change existing business processes and products from their traditional channel to a digital one.
•Might not view “digital” as a disruption or a business changer for your market but as another channel through which to publish information and do basic transactions.
•Delegate digital strategy to more junior resources.
•Might feel threatened by digital.
•Solely use traditional business metrics and tactics to evaluate and drive their business– they are old school.
•Digital Progressives utilize digital capabilities to invent new ways to do business and work out front setting norms for others in their market space.
•View the Internet and Web as business disruptions and are eager to organize the business around the new capabilities of digital channels.
•Define digital strategy for the organization and sometimes meddle in digital tactics.
•Sometimes indiscriminately adopt new technologies without any real business purpose.
•Try to leverage “big data” to better understand the behaviors and needs of their customer base and to shape and drive the operations of the business.
Being a digital conservative or progressive isn’t a matter of right and wrong.
Digital Conservative + 2013 + Publishing Industry = Probable FAIL
Digital Progressive + 1994 + Publishing Industry = ?
Digital Progressive + 2013 + Publishing Industry =
Do they have a good product?
Digital Conservative + 1994 + Publishing Industry = ?
It depends…
Using data and results to drive the conversation works for both management types. It’s just a matter of delivery…
What to say
What to say to a digital conservative1. I’ve noticed a way that I think digital is impacting
our business (or could enhance or business)2. And, I’ve been monitoring the associated metrics3. This is the trend (show the data)4. Question: at what point in the trend should we
shift our legacy process to meet this rising need or trend?
5. Then listen.
What else you could say:
Did you know that we could save X and increase customer satisfaction if we shifted this phone-centered process to an online one? I’ve been doing some research on how our competitors decreased their call center expense by 97%...
Then be prepared because they are going to want to know how much investment the company will need to make…
What to say to a digital progressive• We are running 7 different web content
management systems in the business.1. It is costing us a lot of money (show the number)2. It is keeping us from doing this cool, state-of-art
Web thing that our customers want, our competitors are doing, but requires a more integrated approach to content management or application development.
3. (Be prepared to talk money and execution tactics).
What else you could say
We have over 30 twitter accounts (that was your big idea). Did you know that over half of them are un-moderated?
1.Often leaders don’t care exactly how digital gets done and you really don’t want them to care.2.Take the time to understand the job of being a leader. You learn their language.3.Figure out if you have a digital conservative or a digital progressive as a leader. 4.Tune your message your leader’s digital style--always remembering that context specific data related to business outcomes is the language of leadership—not “best practices.”
Four things to remember:
Lisa [email protected] Chaos: Digital Governance by DesignComing in 2013
Questions & AnswersQuestions & Answers
Take the next step:Visit our website: www.customercarewords.comOr Email: [email protected]
