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The web is Just a Digital Representative of the Organization.

Posted • July 24, 2009 • Comments Off

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History, Current State & Future of the Corporate Internet Strategist Role – Lisa Welchman

Lisa Welchman (Post from Search Engine Optimizician.)

Lisa Welchman
Founding Partner
WelchmanPierpoint

The pep-talk person!

From Web Master – to Web Manager – to Web Division

ISF Summit logo The web is Just a Digital Representative of the Organization.
Your web site should actually have operational procedures just like the rest of the business does.

The problem is execution

“C-Suite” Executive level managers lack knowledge, inclination or perspective to lead in the Web world
That means innovation in business.
Web experts lack management expertise and perspective to lead in the enterprise.

How can we be a catalyst to pull these two together?

Do create a new position at the management level to solve this?
Lisa’s position is no we need to educate both sides.

Web Operations Management

Web Measurement – analytics
Web Strategy – set up the rules
Web Execution – how do you get the job done
Web Governance – inputs and decisions

History of Web Operations
RISK
Is there a strategy for the operational site – there usually is on the delivery side.

Web History

launch – “wierdo”
organic growth – “webmaster”
loss of control – “webmaster”
basic management – “web manager”
managed development – “director” or “vp”
operational – “?”

The web is just a digital representative of the organization.

You can look at a website and get a real insight into the personality of the organization.

What are the competencies of an internet strategist?

The website is a product.
The product manager should be in charge of the website.
The people who create the product are not usually the ones who roll out the product.
The CEO needs to be the visionary and hire the operations personal to handle that task.
The digital strategist needs to be an adviser to the CEO.
The internet is a tool.
The internet is not a project it is a process – it doesn’t have an end.

Where should they be seated in the organization?

Late,
Gary Pool

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