Aligning Your Web Initiative with Your Business
-
Upload
bill-beardslee -
Category
Documents
-
view
223 -
download
0
description
Transcript of Aligning Your Web Initiative with Your Business
![Page 1: Aligning Your Web Initiative with Your Business](https://reader038.fdocuments.in/reader038/viewer/2022110307/555ee4cbd8b42a772f8b5965/html5/thumbnails/1.jpg)
Aligning Your Web Initiative with Your Business
dotCMS Boot Camp14 April 2010
![Page 2: Aligning Your Web Initiative with Your Business](https://reader038.fdocuments.in/reader038/viewer/2022110307/555ee4cbd8b42a772f8b5965/html5/thumbnails/2.jpg)
Today
• What is Alignment?
• Why should you be Involved?
• Some Examples – Good and Bad
• The Steps to (re) Alignment
![Page 3: Aligning Your Web Initiative with Your Business](https://reader038.fdocuments.in/reader038/viewer/2022110307/555ee4cbd8b42a772f8b5965/html5/thumbnails/3.jpg)
What is Alignment?
![Page 4: Aligning Your Web Initiative with Your Business](https://reader038.fdocuments.in/reader038/viewer/2022110307/555ee4cbd8b42a772f8b5965/html5/thumbnails/4.jpg)
Why Should You Be Involved?
If you own the Web or even a part of it…
You may be responsible for alignmentEven if no one told you
Ownership has its rewards
![Page 5: Aligning Your Web Initiative with Your Business](https://reader038.fdocuments.in/reader038/viewer/2022110307/555ee4cbd8b42a772f8b5965/html5/thumbnails/5.jpg)
What Role Does Your Site Play?
GenerateLeads
![Page 6: Aligning Your Web Initiative with Your Business](https://reader038.fdocuments.in/reader038/viewer/2022110307/555ee4cbd8b42a772f8b5965/html5/thumbnails/6.jpg)
What Role Does Your Site Play?
Education and Time Sensitive Information
![Page 7: Aligning Your Web Initiative with Your Business](https://reader038.fdocuments.in/reader038/viewer/2022110307/555ee4cbd8b42a772f8b5965/html5/thumbnails/7.jpg)
What Role Does Your Site Play?
Drive Sales through Ease of Planning
![Page 8: Aligning Your Web Initiative with Your Business](https://reader038.fdocuments.in/reader038/viewer/2022110307/555ee4cbd8b42a772f8b5965/html5/thumbnails/8.jpg)
What Role Does Your Site Play?
General Info.Portal
![Page 9: Aligning Your Web Initiative with Your Business](https://reader038.fdocuments.in/reader038/viewer/2022110307/555ee4cbd8b42a772f8b5965/html5/thumbnails/9.jpg)
How to Identify It
Poor Online/Offline Alignment
![Page 10: Aligning Your Web Initiative with Your Business](https://reader038.fdocuments.in/reader038/viewer/2022110307/555ee4cbd8b42a772f8b5965/html5/thumbnails/10.jpg)
How to Identify It
Poor Online/Offline Alignment
![Page 11: Aligning Your Web Initiative with Your Business](https://reader038.fdocuments.in/reader038/viewer/2022110307/555ee4cbd8b42a772f8b5965/html5/thumbnails/11.jpg)
How to Identify It
o Call Center training budget cut 30%o Hold times increaseo Pushes more folks to website for answerso But IA, Applications and Content have not
been changed to cope with new reality
Poor Operations Alignment
![Page 12: Aligning Your Web Initiative with Your Business](https://reader038.fdocuments.in/reader038/viewer/2022110307/555ee4cbd8b42a772f8b5965/html5/thumbnails/12.jpg)
How to Identify It
o Online event registration not integrated with Call Center event registration
o Poor brand experienceo Missed opportunities to up-sell, cross-sell
Poor Operations Alignment
![Page 13: Aligning Your Web Initiative with Your Business](https://reader038.fdocuments.in/reader038/viewer/2022110307/555ee4cbd8b42a772f8b5965/html5/thumbnails/13.jpg)
What creates Mis-Alignment?
1. Poor Communication that Results in…Online zigging and Offline zagging
Arriving Late the the Party2. A Toxic Perception
![Page 14: Aligning Your Web Initiative with Your Business](https://reader038.fdocuments.in/reader038/viewer/2022110307/555ee4cbd8b42a772f8b5965/html5/thumbnails/14.jpg)
Mt. Implementation(our Toxic Perception)
Series10
0.51
1.52
2.53
3.54
4.55
Organizational Effort
Organizational Effort
D’oh!
Plan Implement Maintain
![Page 15: Aligning Your Web Initiative with Your Business](https://reader038.fdocuments.in/reader038/viewer/2022110307/555ee4cbd8b42a772f8b5965/html5/thumbnails/15.jpg)
What creates Mis-Alignment?
1. Poor Communication that Results in…Online zigging and Offline zagging
Arriving Late the the Party2. A Toxic Perception
3. The Realities of a Budget
![Page 16: Aligning Your Web Initiative with Your Business](https://reader038.fdocuments.in/reader038/viewer/2022110307/555ee4cbd8b42a772f8b5965/html5/thumbnails/16.jpg)
The Steps to (re) Alignment
1. Gaining BU Input
2. Assembling a Team Structure
3. Link Web and Business Metrics
![Page 17: Aligning Your Web Initiative with Your Business](https://reader038.fdocuments.in/reader038/viewer/2022110307/555ee4cbd8b42a772f8b5965/html5/thumbnails/17.jpg)
The Steps to (re) Alignment
1. Gaining BU Input Review or create a Design Document
BU goals, audiences, functional reqs., content reqs., blueprint,
wireframes
http://www.webmonkey.com/2010/02/information_architecture_tutorial/
![Page 18: Aligning Your Web Initiative with Your Business](https://reader038.fdocuments.in/reader038/viewer/2022110307/555ee4cbd8b42a772f8b5965/html5/thumbnails/18.jpg)
The Steps to (re) Alignment
1. Gaining BU Input (cont’d)Treat BU as Customer and Strategy
Partner
![Page 19: Aligning Your Web Initiative with Your Business](https://reader038.fdocuments.in/reader038/viewer/2022110307/555ee4cbd8b42a772f8b5965/html5/thumbnails/19.jpg)
The Steps to (re) Alignment
1. Gaining BU Input (cont’d)Treat BU as Customer and Strategy
Partner
![Page 20: Aligning Your Web Initiative with Your Business](https://reader038.fdocuments.in/reader038/viewer/2022110307/555ee4cbd8b42a772f8b5965/html5/thumbnails/20.jpg)
The Steps to (re) Alignment
1. Gaining BU Input (cont’d)Integrate Your Agreements into SLAs
Including client expectations
![Page 21: Aligning Your Web Initiative with Your Business](https://reader038.fdocuments.in/reader038/viewer/2022110307/555ee4cbd8b42a772f8b5965/html5/thumbnails/21.jpg)
The Steps to (re) Alignment
2. Assembling a Web Team Structure– W-OPS
• Web Operations• Ensures that the tactics of Web site development align with overall
organizational mission.
– WEM• Web Execution Management• Day to day execution by the Web Team; the Web Team carries out plans
developed by Web Ops.
– WPM• Web Performance Measurement• Web analytics that are connected to business goals
![Page 22: Aligning Your Web Initiative with Your Business](https://reader038.fdocuments.in/reader038/viewer/2022110307/555ee4cbd8b42a772f8b5965/html5/thumbnails/22.jpg)
The Steps to (re) Alignment3. Link Web and Business Metrics
![Page 23: Aligning Your Web Initiative with Your Business](https://reader038.fdocuments.in/reader038/viewer/2022110307/555ee4cbd8b42a772f8b5965/html5/thumbnails/23.jpg)
The Steps to (re) Alignment
3. Link Web and Business Metrics (cont’d)
Leads
# of downloads:exe:DevPrev.
![Page 24: Aligning Your Web Initiative with Your Business](https://reader038.fdocuments.in/reader038/viewer/2022110307/555ee4cbd8b42a772f8b5965/html5/thumbnails/24.jpg)
When you unpack…
• Do you have a document that guides alignment between college/dept. and your site?
• Who is responsible? Who should be?• How to course-correct (if you need to)
![Page 25: Aligning Your Web Initiative with Your Business](https://reader038.fdocuments.in/reader038/viewer/2022110307/555ee4cbd8b42a772f8b5965/html5/thumbnails/25.jpg)
Thank [email protected]+1-786-594-5288