Post on 15-Jan-2015
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EngagingSeniorLeadershipinWebStrategy
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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.
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10ManagementConcernsofWOM
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Who is responsible for all this?
Executives Senior Management
Web Savvy Managers Web Experts
Web Experts Business Analyst
Organizationally-savvy senior management Web Experts
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Web Strategy:
The translation of organizational objectives and values into high-level management directives for the Web
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*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.
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The Artifacts of Web Strategy
AsuccessfulWebStrategyachievestworesults:– GuidingPrinciples‐describehowtheorganiza=onwillusethe
Webtosupporttheorganiza=on’scorevaluesandbusinessobjec=ves
– Formaliza4onofAuthority–ensuresthatauthorityforWebGovernance,WebExecu=onandWebMeasurementareclearlyar=culatedandproperlyresourced
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GuidingPrinciples
WOMguidingprinciplesdescribehowtheorganizaEonwillusetheWebtosupporttheorganizaEon’scorevaluesandbusinessobjecEves.Ingeneralthey:– EnsurethattheorganizaEonalmissionisreflectedinitsWebpresence
– Setthe“tone”fortheuseoftheWeb
– Setthemosthigh‐levelcomplianceparameters
– Giveamessagetothepublicandemployees
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http://www.hhs.gov/web/webcouncil/governance/principles/index.html#guiding
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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
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Formaliza<onofAuthority:Governance
SeniorleadershipensuresthataWebGovernanceframeworkisestablished.Theycandothisby:– DelegaEngauthoritytooverseethedevelopmentofaWebgovernancecharter
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Formaliza<onofAuthority:Execu<on
SeniorleadershipensuresthattheorganizaEonhasappropriatelystaffedandfundeditsWebprogram.Theycandothisby:– ATendingtoWebresources.ThatmeansinauguraEngWebexecuEonmodel:
– Staffing
– Funding
– Placement
– Structure
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Formaliza<onofAuthority:Measurement
SeniorleadershipensuresthattheWebprogramisaccountabletotheorganizaEon.Theydothisby:– EstablishingkeyperformanceindicatorsfortheWeb
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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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More information on WOM: Blog posts
Articles White Papers
Quarterly Newsletter
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