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9 tips on how to elevate the performance of your Web Team.
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The Making of a Rockin’ Web Team
dotCMS Boot Camp15 April 2010
For your consideration…
The #1 reason web initiatives fail to meet their goals is…
Lack of consistent, adequate attention
Mt. Implementation
Series10
0.51
1.52
2.53
3.54
4.55
Organizational Effort
Organizational Effort
D’oh!
Plan Implement Maintain
Mt. Implementation
Series10
0.51
1.52
2.53
3.54
4.55
Organizational Effort
Organizational Effort
Ahh!
Plan Implement Growth
This Presentation is about…
• Organizational dynamics and not about technology
• Commercial, EDU, non-profit and (maybe) government Web Teams
• The Core Web Team – those who spend more than 50% of their time on web initiatives
Your Presenters
• Lia Sacco – Director of Sales & Marketing, dotCMS
• Bill Beardslee – Strategy and Development, dotCMS
First, some facts
Online Survey• 28 respondents• Directional, and supports other information we have
seen (you?)• Helps frame today’s discussion
Discussions• ADP• LogMeIn• University of Akron
Who Responded
What is the primary focus of your business, organization or institution?
Commercial (services, manufactur-ing, transportation, etc.)
Education (Secondary, Higher Ed)
Non-Profit
Federal, State or Local Government
Other (please specify)
Size of OrganizationHow many employees are in your organization (if you are in a division of a
larger company, provide information on your division)?
Less than 100
100-300
301 – 700
Greater than 700
Scope of Responsibility
Corp
ora
te, pro
duct
...
Soci
al m
edia
SEO
/SEM
Lead G
enera
tion
Cam
paig
n M
anag...
Cust
om
er
Rela
tio...
Blo
gs
Oth
er
(ple
ase
spec.
..
0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%
100.0%
Is the scope of responsibility for your Core web team (check all that apply):
Time Allocation
Netw
ork
adm
inis
trat.
..
Applica
tion d
evel...
Front
end d
evelo
p...
Data
base
adm
in
Copy c
reati
on/r
evi...
Gra
phic
s (a
ll r
ich ...
Web/Inte
rnet
mark
...0.0%
10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%
Where does your Core Web Team spend most of its time? Select the Top 3:
Web Team Titles
Proj
ect M
anag
er/D
ir
Prod
uctio
n Man
ager
/Dir
Web
/Inte
rnet
Man
ager
/Dir
Networ
k Man
ager
/Dir
Web
mas
ter
Graph
ic de
signe
r
Devel
oper
Fron
t end
Dev
elop
er
Copyw
riter
Ecom
mer
ce M
anag
er/D
ir
Other
(ple
ase
spec
ify)
0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%
What titles exist on your Core Web Team? If the exact match does not exist, select the closest match.
Where does Web Team reside?
To which department does your Core Web Team report?
IT
A Web or Internet group
Marketing
Sales
Communications
A business unit/Department
Other (please specify)
Who forms Web Strategy?
What group in your organization has the greatest influence in defining your web strategy (defining the resources and shaping them in such as way as to
achieve your online business goals)?
A business unit
Your Web Team
Marketing
Web or Interactive marketing
The C suite
IT
Other
Other (please specify)
Size of Core Web TeamHow many people are on your Core Web Team (Core Web Team consists of those who spend more than 50% of their time on web initiatives, including
content creation, front end development and back end development)?
Less than 3 4 to 7
8 to 15 16 to 30
More than 31
Size of Non Core Team
How many people are on your Non-core Web Team (those who spend less than 50% of their time on web initiatives, including content creation, front end de-
velopment and back end development)?
Less than 10
11 to 20
21 to 45
46 to 75
More than 76
Survey Implications
o “Web” appears to equal “Web Presence”o Brand Control Brand Control + Influence
o Web Team is still in “responsibility transition”o Forrester = IT holds responsibility
o Front End is where the action iso Sound right to you?
Background
• HR, Payroll, Tax outsourcing• $9b/yr.• Web Strategy = Drive Leads
Web Team
• Scope: Employment Services (31,000 employees)
• Core Web Team (3)– Director of Internet Marketing– Webmaster– Web Analyst
• All content comes from Business Units
Background
• Peer to peer file sharing, data backup• $80m/yr• Web Strategy = Sell product online to new
customers
Web Team
• Scope: Company Wide; primarily Product-driven (350 employees)
• Core Web Team (10)– Creative Team • Interactive marketers, web writers• 3rd Party Branding Agency
• Development Team on as needed basis
Web Team
• Undergraduate and Graduate programs• Single Campus• Web Strategy = Serve Students, Drive
Admissions
Web Team
• Scope: University Wide (30,000 students, 5,000 empl., 15 colleges)
• Core Web Team (5)– Director, Web Services – Graphic Designer (Velocity templates)– Web Designer (catch all)– 2 Developers (php, Java)
• Content coordinated with Marketing, Communications and Depts.
And now for The Top 9…
#1
Show that you have a holistic strategy
Web Strategy = technology, content plan, budget, processes…all facilitated by the right people
Content-puter-uppers
#2
Create a construct for your Web Team
– 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
#3
Establish KPIs and Live By Them
Cost/Applicant
18%
Pre-Natal Class Leads
9%
Call Center Burden
14%
#4Sell, Sell, Sell!
Residual Benefit - Performance
#5
Speak the Language of the Business
Do people outside the Core Web Team know how or why LDAP is applied?
No. They just want assurances that the proprietary information is secure.
#6
Hire an external trouble maker
“There are more smart people outside my four walls that within” – Don’t know who
Assign someone the job of Web Team Innovation (5%)
Take Field Trips
#7
Say No to Content Rabbits
The benefits of Distributed Content are as elusive as…
#7
Say No to Content Rabbits
Content Rabbits require constant training…
#7
Say No to Content Rabbits
Content Rabbits clog support…
#8
Recruit non Web Team folks to sit on your steering committeeo Find those who have a vested interest in your
team’s outcomeso Give them explicit purposeo Commit to listening and acting on their adviceo Celebrate them to the org (everyone likes to see
their name in lights)
#9
Get rid of the term “Web Team”
Wrap Up
Keep it at a Strategic Level
Commoditization = Death
Wrap Up
Watch Your Language
It’s not a Project, it is part of your business
Growth, not Maintenance
Wrap Up
Keep it Lean
No Content (or Dev) Bunnies
Wrap Up
Stay open to New Ideas
What’s wrong with a Creative Group?
