Leading digital from where you are

Talk for #HEWEBIMA15 in Milwaukee

Transcript

1. DIGITAL LEADERSHIP
   DIGITAL LEADERSHIP
   WHERE YOU ARE
   WHERE YOU ARE
   #HEWEB15
   #HEWEB15
   INTEGRATED MARKETING
   INTEGRATED MARKETING
   ACADEMY
   ACADEMY
   (@RONBRONSON)
   (@RONBRONSON)
   

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2. WHO AM I?
   WHO AM I?
   10+ YEARS OF HIGHER ED
   10+ YEARS OF HIGHER ED
   EXPERIENCE AS DIGITAL
   EXPERIENCE AS DIGITAL
   STRATEGIST, WEB DEVELOPER,
   STRATEGIST, WEB DEVELOPER,
   CONSULTANT & DIRECTOR
   CONSULTANT & DIRECTOR
   LAUNCHED AGGREGATE
   LAUNCHED AGGREGATE
   CONFERENCE
   CONFERENCE
   

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3. WHO ARE YOU?
   WHO ARE YOU?
   

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4. TODAY'S BOOKLIST
   TODAY'S BOOKLIST
   How to make sense of any mess (Abby Covert)
   Managing Chaos (Lisa Welchman)
   Good Strategy/Bad Strategy (Richard Rumelt)
   Website Product Management (David Hobbs)
   Act Like A Leader, Think Like A Leader (Herminia Ibarra)
   

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5. TODAY'S AGENDA
   TODAY'S AGENDA
   THE WEBSITE AS A PRODUCT
   THE WEBSITE AS A PRODUCT
   (DIGITAL) LEADERSHIP IN PRACTICE
   (DIGITAL) LEADERSHIP IN PRACTICE
   GOOD STRATEGY V. BAD STRATEGY
   GOOD STRATEGY V. BAD STRATEGY
   CONTENT ARCHITECTURE (OR WHAT
   CONTENT ARCHITECTURE (OR WHAT
   HAPPENS WHEN GOVERNANCE GOES TO
   HAPPENS WHEN GOVERNANCE GOES TO
   WORK)
   WORK)
   

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6. GOOD STRATEGY IS
   GOOD STRATEGY IS
   UNEXPECTED
   UNEXPECTED
   Many organizations...have multiple goals and initiatives that
   symbolize progress, but no coherent approach to accomplishing that
   progress other than "spend more and try harder."
   -Richard Rumelt, "Good Strategy/Bad Strategy"
   

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7. THE WEBSITE IS A PRODUCT
   THE WEBSITE IS A PRODUCT
   

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8. CONTENT ARCHITECTURE
   CONTENT ARCHITECTURE
   WHERE STRATEGY & PRACTICE INTERSECT
   WHERE STRATEGY & PRACTICE INTERSECT
   

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9. BAD STRATEGY
   BAD STRATEGY
   1. Fluff (Gibberish masquerading as strategic concepts.)
   2. Failure to face the challenge (If you can't define the challenge,
   you can't evaluate a strategy or improve it.)
   3. Mistaking goals for strategy (Statements of desires rather than
   plans for overcoming obstacles.)
   4. Bad strategic objectives (Fail to address critical issues or are
   impracticable.)
   

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10. STAKEHOLDER HIERARCHY
    STAKEHOLDER HIERARCHY
    

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14. "FALL IN LOVE WITH THE PROBLEM, NOT A SPECIFIC
    "FALL IN LOVE WITH THE PROBLEM, NOT A SPECIFIC
    SOLUTION."
    SOLUTION." - LAURA JAVIER (PRODUCT DESIGNER AT
    - LAURA JAVIER (PRODUCT DESIGNER AT
    FACEBOOK)
    FACEBOOK)
    

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