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This presentation will provide tips on how to keep your Web Teams activities aligned with what is most important to the business or department.
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Aligning Your Web Initiative with Your Business
dotCMS Boot Camp14 April 2010
Today
• What is Alignment?
• Why should you be Involved?
• Some Examples – Good and Bad
• The Steps to (re) Alignment
What is Alignment?
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
What Role Does Your Site Play?
GenerateLeads
What Role Does Your Site Play?
Education and Time Sensitive Information
What Role Does Your Site Play?
Drive Sales through Ease of Planning
What Role Does Your Site Play?
General Info.Portal
How to Identify It
Poor Online/Offline Alignment
How to Identify It
Poor Online/Offline Alignment
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
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
What creates Mis-Alignment?
1. Poor Communication that Results in…Online zigging and Offline zagging
Arriving Late the the Party2. A Toxic Perception
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
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
The Steps to (re) Alignment
1. Gaining BU Input
2. Assembling a Team Structure
3. Link Web and Business Metrics
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/
The Steps to (re) Alignment
1. Gaining BU Input (cont’d)Treat BU as Customer and Strategy
Partner
The Steps to (re) Alignment
1. Gaining BU Input (cont’d)Treat BU as Customer and Strategy
Partner
The Steps to (re) Alignment
1. Gaining BU Input (cont’d)Integrate Your Agreements into SLAs
Including client expectations
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
The Steps to (re) Alignment3. Link Web and Business Metrics
The Steps to (re) Alignment
3. Link Web and Business Metrics (cont’d)
Leads
# of downloads:exe:DevPrev.
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)
Thank You!bill@dotcms.com+1-786-594-5288
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