Digital Deca eBook

8/11/2019 Digital Deca eBook

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The science of understanding an

organizations strengths and weaknesses

by examining their Web presence.

Web Phrenology:

ONE

THE DIGITAL DECALisa Welchman


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Meet Wendell Wallace Webb

He is the voice of your organization. He talks online,

non-stop 24x7, globally, whether you like it or not.

Hallo Welt,

Hello world

Hello, World!

Hola mundo

Hello, World!

Ciao mondoHola,mundo

Bonjourtout le monde a Hello World

hall vrldenWitaj wiecie

hello world



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And, you might be surprised what he says to your

customers

citizens

students

employees

members

patients

shareholders

THREE



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This organization is messed up.They might not have credible information.Theyre wasteful. They cant collaborate.

And they might not be able to thrivein the Web age.

FOUR



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The Good Old 20th Century

So, maybe your organization

was always messed up, didnt have credible

information, was wasteful and unable

to collaborate. But it didnt matter as long as

your storefront to the world looked good.

FIVE



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SIX

But now, you broadcast yourcompanys dysfunction to the whole wide

world with the instant, digital, globalcommunications channel that

is the www.



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And, before Web 2.0 you didnthave an instant, digital, global communicationschannels like Twitter, f lickr, facebook, et al,

that your customers could usetotell everyone how dysfunctional

you are

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equals

Web sites are usually developed by subjective taste and

organizational power, instead of by understanding customer needs.

This makes bad Web sites which can communicate surprising

things to your customers.

The Organizational Dynamic

Behind Bad Web Sites

amount of offlineMoneyPower

CloutAccess to Senior Leadership

amount of onlineContent

Data

Applications

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I need to knoweverything about my disease,not just what one group says.

I dont know what to do.Im trying to make a life deci-sion. Im scared and youre

confusing me (Click).

You dont care how

long I have to look to findinformation. Youre wast-ing my time (Click).

I just spent 5 minutesfilling out a form just like th

Youre wasting my time...again. (Click and Tweet).

Bad Search@!*@&! (Click)!

Is this the same company

(Clickity, Clickity, Click)?

Is 404 their area code?Wheres the rest of the phone

number (click).


How Organizational Dysfunction

Affects Your Web Site


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ELEVEN

Wait!Dont leave.You havent visited all 25 of

my content silos!



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TWELVE

Most organizations address low Web quality

by redesigning their Web site or installing expensive

infrastructure technology. The real reason your Web site

keeps falling into disrepair is because your

organizations management practices dont align withthe 21st century business dynamic.


THE DIGITAL DECA Li W l h


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THIRTEEN

What Happened to Your Businesswhen the Web Happened

The Web changed the rules,not just for

the way you communicate with your customers,

partners, employees or process transactions or

disseminate databut for your entire business.


THE DIGITAL DECA Li W l h


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The Web speeds up and intensifies the

pace of business and puts customers in a greater

position of power.

Now, your customers have a platform from

which to announce, loudly and clearly, their likes

and dislikes about how you do business.

FOURTEEN


THE DIGITAL DECA Lisa Welchman


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FIFTEEN

Unfortunately, many executives have allowed

their organizations Web presence to be managed in a

reactionary, non-strategic wayriding the wave

of the latest technologies and delegating strategic business

decisions to junior resourcesunderestimating

the impact of the internet on business, or reluctant toshift a successful legacy business model to a new

un-proven Web paradigm.



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The 21st century business world consistsof both a physical and digital hemisphere

with the organizations digital presence

magnifying the management efficiencies

and inefficiencies of the physical presence.

Because of the all-ecompassing, omni-di-

rectional, democratic nature of the WorldWide Web, organizations must manage with

precision and coherence in order to remain

viable and maintain control of their brand.

Coherence means:

Clear articulation of an organizationsobjectives and values.

A direct link between organizationalobjectives and values and the governance

of your organizations information supply

chain.

Sound and rapid execution.

Persistent measurement of performance.

Some organizations try to heed these com-

mon tenets while others are less culturally

inclined to manage this way. But for most

who are able to manage this way, it is only

for the physical hemisphere, not the digital.

The Business Challenge of the Web

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EIGHTEEN


The Web isthe

disruptive, operationsoptimizing, information disseminating, sales closing, feedback

gathering technology of our time. If an organization can not

manage the Web, it will fail.

In order to remain competitive,executives must

aggressively seek to integrate the management capabilities of the

Web into its overall business operations. The Web cannot continue to be an operational silo, planned for as an

afterthought and dismissed by senior management as technical

and Web teams can no longer be treated as an

organizational ghetto, underfunded, out of sight and out

of mind of senior leaders.


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10 Management Truths for the Web Age.

TheDigitalDeca

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TRUTH 1

Your Web presence is the digitalmanifestation of your organization.

An organizations business strategy must address

both the digital and traditional business arena. These

realms must be married and either may lead.

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20 TWO

TRUTH 2

In a digitally transforming businessenvironment, bold leadership is vital.

Collaboration must be enabled from the top of the

organization. If enabled from the bottom, power struggles will

compromise business objectives. Those power struggleswill slow the pace of innovation, be clearly magnified in your

digital presence and expose your internal weaknesses to your

competitors and customers.



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TRUTH 3

Decision making must be based uponexpertise, not power.

An organization must emplace mechanisms that

promote rapid and sound decision making based on knowledge

and expertise, not perceived or real organizationalpolitical power. If decision making is guided by power,

collaboration will fail.

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20 FOUR

TRUTH 4

The business frameworkmust be inclusive.

Organizational policy must protect and enable

both the organizations physical and digital world presence.

If policy and operations are exclusively aligned to one orthe other, risk is substantially increased.



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TRUTH 5

Standards enable collaboration.

Standards for business execution must be complete

and enforceable or chaos will occur with growth; but

managed chaos can spawn innovation and lead to

competitive advantage.

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TRUTH 6

The Web is an asset.

Organizations must understand and act on

the potential of the Web to create efficiencies and

realize more revenue.

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TRUTH 7

The organization ownsthe Web presence.

The whole organization is responsible for the

quality and integrity of its digital presence not just

Marketing/Communications or the InformationTechnology team.

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TRUTH 8

Management should embraceimpermanence.

In a world where knowledge flows freely and globally,

organizations must realize the advantages of matrix management

and leverage expertise where it resides. Clearly articulatedperformance indicators, standards-based execution, and

Web-based collaboration can resolve the chaos of the matrix.

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TRUTH 9

Know your customer butown your mission.

Organizations must understand the subjective needs

of their digital and physical world customers and make

mission-driven determinations about which needswill be met and which will not.

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TRUTH 10

Measure twice, execute once.

Organizations must use both quantitative and

qualitative data to determine business success. And

synthesize physical and digital business execution in

order to maintain competitive advantage.

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When senior leaders step up to the plate

and embrace the Digital Deca, organizations will

enter the Web agean age of collaboration,

innovation, and real reward. The Web presence will

reflect the values and intent of the business and

the organizational workforce will operate in a zone

of empowermentwhere both morale and

profit are high.

30 TWO


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Lisa Welchman is the founding partner of WelchmanPierpoint.She has pio-neered the field of Web Operations Management by distinguishing Web strat-egy, governance, execution and measurement as it pertains to large Web sites,and creating innovative, practical solutions for clients. Lisa wields a sharpability to define and distinguish the over-arching principles of managing largeWeb sites and is a recognized thought leader in the area of Web governance.

Since 1999, Lisa has been leading consulting engagementswith a combinationof high-level strategic vision, clear understanding of the challenges of seniorexecutives, and real-world problem solving. Her clients include The WorldBank, The US Food and Drug Administration, USA.gov, Research in Motion,Clorox, Wells Fargo, the Social Security Administration, and Seattle TimesInteractive, among others.

Lisa Welchman

twitter: @lwelchmaninfo@welchmanpierpoint.comwelchmanpierpoint.com410.377.3012


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Goodbye,

Goodbye,World!

Digital Deca eBook

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