why even great online managers have a long way to go

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Why Even Great Online Managers Have A Long Way To Go Janus Boye - [email protected] September 2010

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Despite many advances over the last few years, most online managers agree that there is still a long way to go for their organizations if they are to fulfil their true digital potential. Based on real-life examples from members of the J. Boye community as well as years of research, Janus addresses some of the significant challenges

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Page 1: Why Even Great Online Managers Have A Long Way To Go

Why Even Great Online Managers Have A Long Way To Go

Janus Boye - [email protected] September 2010

Page 2: Why Even Great Online Managers Have A Long Way To Go

Agenda

Questions

Challenges1. Management support2. Governance3. Analytics4. Social media5. Vendors

Your opportunity

Page 3: Why Even Great Online Managers Have A Long Way To Go

Questions

• What’s the new role of the website after the advent of social media?

• Can we buy a tool to fix governance?

• Is the organization ready for the next big online project?

• What actions do we take based on analytics?

• When NOT to work with external agencies?

Page 4: Why Even Great Online Managers Have A Long Way To Go

1) Senior mgmt. support

• Many online professionals feel that management is (very) unsupportive

• Most senior managers don’t “get it”

Page 5: Why Even Great Online Managers Have A Long Way To Go

“Can you get this new website live tomorrow?”

an executive to an online manager in 2010

Page 6: Why Even Great Online Managers Have A Long Way To Go

“We waste $125,000 on producing and maintaining pages that nobody uses”

Page 7: Why Even Great Online Managers Have A Long Way To Go

2) Governance

• Have you hit a web development wall unable to organize internal resources?

• Tension with IT

• Redundant, Outdated and Trivial content

Page 8: Why Even Great Online Managers Have A Long Way To Go

FDA Commissioner Office of the Commissioner

Management CouncilSenior Management TeamFIT Co-Chairs (Input)

Web Strategy

The FIT

The Office of External Relations and Office of the Chief Information Officer

Co-Chairs

ChairsOffice of External RelationsOffice of the CIOMembersCenter for Drug Evaluation and ResearchCenter for Food Safety and Applied NutritionCenter for Devices and Radiological HealthCenter for Biologics Evaluation and ResearchCenter for Veterinary MedicineOffice of the CommissionerOffice of Regulatory AffairsNational Center for Toxicological ResearchStandards AdvisorsWeb Standards Team Chairs

Web Policy

Web OperationsWeb Operations Program Leads (Chair)

Web Standards & Web Operations

FDA Web CouncilFDA Web Representatives

Web Operations (Managing Chair)Members:Web Representatives (2 per unit- see next slide)Any interested party can attend the Annual Meeting

Web Community

Web Governance for FDA

· Decision maker for strategy & vision for the FDA’s Web products

· Endorse or develop Guiding Principles the FDA Web products

· Evaluate and approve overall Web budget

· Put into place the FDA Web Governance and Program Structure

· Establish, evaluate and revise the FDA’s Web policies based on Web analytics and usability research

· Codify and disseminate Web policy to the FDA Web Community

· Formalize Web annual budget to support the FDA‘s Web guiding principles and policies

· High level Web project prioritization

· Provide input for Web metrics and usability programs

· Define standards for the FDA’s Web products

· Provide FDA Web program with criteria for measurement and research (Usability, Web Analytics)

· Executing on Web Standards: content contribution, usability, translating user needs to site enhancement recommendations

· Act as a bi-directional communications forum between FDA Web Program and Center content contributors

· Educating Web content contributors regarding standards implementation

OCIO Ext. Relations

Web Standards TeamsWeb Operations Program Leads (Chairs)Center Representatives (1 per FIT organization)

Page 9: Why Even Great Online Managers Have A Long Way To Go

3) Analytics

• Hard to take time away from day-to-day tasks

• Difficult to find the right metrics

• Moving from numbers to insights and actions

Page 10: Why Even Great Online Managers Have A Long Way To Go

“Our analytics system is not user

friendly”

“We are overwhelmed with

data”

Page 11: Why Even Great Online Managers Have A Long Way To Go
Page 12: Why Even Great Online Managers Have A Long Way To Go

• Aligning analytics with business objectives

• 4 employees dedicated to online intelligence

• Internal self-service for traffic data

• Regular training & workshops

Credit: Gbemi Petersen, Manager of Process & Online Intelligence, LEGO

Page 13: Why Even Great Online Managers Have A Long Way To Go

4) Social media

• Ensuring buy-in for online social activities from management

• How can we organize the workload when we need to be so much more responsive?

• How can we do effective reputation management through social media?

• What about guidelines for employees’ use of social media?

Page 14: Why Even Great Online Managers Have A Long Way To Go

Credit: Jussi-Pekka Erkkola, NOKIA

Page 15: Why Even Great Online Managers Have A Long Way To Go
Page 16: Why Even Great Online Managers Have A Long Way To Go

5) Vendors

• Many buyers are confused by vendors

• No clear market leader for online professionals

• Different and often new terms used for the same things

Page 17: Why Even Great Online Managers Have A Long Way To Go

“Should we go for an enterprise portal or web content management

system?

Page 18: Why Even Great Online Managers Have A Long Way To Go

Your opportunity1.Get management support by speaking their

language2.Governance is needed to break through the

wall3.A commitment to analytics pays off4.Social media increasingly drives traffic and

build relationships5.Use vendors for inspiration, not to set the

agenda

Make the right decisions

Page 19: Why Even Great Online Managers Have A Long Way To Go

Wrap up

1. Learn from other online professionals and make better decisions

2. It is not about technology

Page 20: Why Even Great Online Managers Have A Long Way To Go

Continue the conversation…

• J. Boye Blog

• LinkedIn Group

[email protected]

• @janusboye | @jboye