why even great online managers have a long way to go
DESCRIPTION
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 challengesTRANSCRIPT
Why Even Great Online Managers Have A Long Way To Go
Janus Boye - [email protected] September 2010
Agenda
Questions
Challenges1. Management support2. Governance3. Analytics4. Social media5. Vendors
Your opportunity
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?
1) Senior mgmt. support
• Many online professionals feel that management is (very) unsupportive
• Most senior managers don’t “get it”
“Can you get this new website live tomorrow?”
an executive to an online manager in 2010
“We waste $125,000 on producing and maintaining pages that nobody uses”
2) Governance
• Have you hit a web development wall unable to organize internal resources?
• Tension with IT
• Redundant, Outdated and Trivial content
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)
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
“Our analytics system is not user
friendly”
“We are overwhelmed with
data”
• 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
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?
Credit: Jussi-Pekka Erkkola, NOKIA
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
“Should we go for an enterprise portal or web content management
system?
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
Wrap up
1. Learn from other online professionals and make better decisions
2. It is not about technology
Continue the conversation…
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