The Shotgun Marriage: Integrating a web team to your marketing department

American Marketing Association Symposium for the Marketing of Higher Education - Austin, TX

Transcript

1. The Shotgun Marriage #amahighered INTEGRATING A WEB TEAM INTO YOUR MARKETING DEPARTMENT @ronbronson
2. Director of Web Strategy, @KCTCS Speaker, Writer & Consultant Web Governance, social media, digital strategy & more Author of upcoming book, “A Rickshaw of Nonsense: Choosing the right vehicle for your web strategy.” (2015) Web Strategy for #highered 14+ years of experience leading teams, redesigns & more. IT & customer experience as staff member & consultant Founding Director, @aggregateconf (#GGRGT) Created Tennis Polo (Google It) RON BRONSON? 
 “THAT SOUNDS LIKE A BASEBALL PLAYER’S NAME!”
3. “The point of a web strategy is to relate the success of the organization’s web properties to its overall performance…to engage senior management with their online successes or failures.” Mimosa - Minimal Keynote Template Jonathan Kahn, A List Apart No. 332 WHAT THE HECK IS WEB STRATEGY ANYWAY?
4. Kentucky Community & Technical College System Overview
5. ✤ Statewide system of 16 colleges with more than 70 locations. ✤ Formed in 1998. ✤ Offer more than 700 programs. ✤ Largest provider of postsecondary education and workforce training in the state. ✤ Largest provider of distance learning in the state. Kentucky Community & Technical College System Overview
6. ✤ Consolidation of 28 colleges to 16 ✤ Since 2000/01 we have: ✤ increased enrollment 85% growing from 73,000 to 135,000 ✤ Tripled the number of associate degrees awarded ✤ Experienced a ten-fold increase in the number of certificates awarded ✤ Introduced more than 1700 new occupational programs Kentucky Community & Technical College System Overview
7. SO Marketing ✤ 19 staff members ✤ Provide branding guidelines, strategic marketing/public relations plans, statewide media buy, TV/Radio commercials, all recruitment materials, market research and web/digital communications. ✤ Sixteen Marketing Directors & Web personnel statewide ✤ Marketing/Web Peer Teams Kentucky Community & Technical College System Overview
8. COMMON QUESTIONS 1. What are the web people doing? 2. How long do things take? 3. Why isn’t it easier to do things? 4. Why does everything have to be so technical? Can we just make that someone else’s problem?
9. WHAT WE DID 1. Provided visuals. 2. Showed the workflows based on research and our own timeframes. 3. Started tracking everything. 1. In-house job tracker. 2. #Slack
10. 10 BACK-END TRACK MANAGEMENT PLAN (B.I.R.D.S.) STRATEGY & USER EXPERIENCE BRIEF DEVELOPMENT APPROACH DEVELOPMENT VERSION STAGING VERSION (EDIT) LIVE VERSION (LAUNCH) WEBSITE MANUAL SUPPORT MATERIALS FRONT-END TRACK Requirements Definition Development Plan Programming and Development QA High Level Content Strategy & Information Architecture Detailed Content Strategy & Information Architecture Design Concepts Production Plan Themes Final Content Web Process Overview Research & Planning Production Deployment FINAL APPROVAL 1-2 WEEKS 1-2 WEEKS (MIN) 1-2 WEEKS 3-6 WEEKS (20+ HOURS) 1-2 WEEKS 2-5 DAYS 1-2 WEEKS 1 MONTH (MIN) 1-2 WEEKS 1-2 WEEKS 2-5 DAYS 1 WEEK
11. Web Team Roles & Responsibilities INTERACTIVE DESIGNER Web & Graphic Design Slider & Banner Graphics Social Media Graphics Website / User Interface (UI) User Experience (UX) Online Viewbooks, Brochures, Etc Sitecore Content Maintenance Troubleshooting Training & Support Frontend Web Development HTML, CSS, CMSs Project Tracking Software Help/Updates Microsites and System Initiative Sites Web & Software Development HTML, CSS, JavaScript, PHP, etc. Intelliworks Forms Email Campaigns Google Analytics User Experience (UX) Sitecore Troubleshooting System Development Training & Support INTERACTIVE DEVELOPER Sitecore Permissions & Access System Maintenance Troubleshooting Content Maintenance Training & Support System Development Microsites and System Initiative Sites Web & Software Development C#, .NET, C++, etc. User Experience (UX) CMS ADMINISTRATOR Web Web Services Peer Team Communications KCTCS Web Policies and Governance Online Viewbooks, Brochures, Etc Microsites and System Initiative Sites Web Development (Not supporting digital campaign) Sitecore Help/Updates Website content and image updates Content Training & Support Domain maintenance and purchases Web Design Project Tracking Software Help/Updates Analytics & Data Analysis DIRECTOR OF WEB STRATEGY Digital Digital Communication Plans Digital Advertising Campaigns (Paid Marketing) Social Media Content, Support & Strategy Intelliworks/ Web Forms that lead into IW Digital Cafeteria Plan Sites/Support Search Engine Optimization Adwords Accounts Maintenance Google Analytics – Data Analysis E-Communications Learn on Demand Online Crisis Communications KCTCS Social Media Policy ONLINE MARKETING MANAGER
17. Why are you here?
18. The message is everywhere.
19. The need to leverage the tools of the future for communication necessitates reimagined marketing roles.
20. We can’t get the job done in our respective silos.
21. The stakes are too high. The days of the webmaster are gone.
22. THE FUTURE OF INTEGRATED WEB TEAMS
23. Scott Brinker, chiefmartec.com “As digital touchpoints continue to proliferate, companies compete by innovating even more digital services around their core product.”
24. IDENTIFYING THE CORE PROBLEMS
25. Source: blog.diffily.com 1. Lack of right skills 2. Lack of the right personnel 3. Lack of tools, technology, agreed procedures & support. 4. Lack of budget. 5. Lack of clarity & certainty in roles, responsibilities & ownership amongst staff & related teams. 6. Lack of authority to police decisions. 7. Lack of leadership, support & backup from above. 8. Lack of organizational culture or understanding of the web. #WEBMGTPROBS
26. “We are reaching a complexity tipping point, beyond which organizations will not be able to succeed without a change in structure. …And if the world is constantly changing, the only sustainable competitive advantage is to be the one most responsive to change. That means that the speed at which you can learn is the only thing that can give you a long-term sustainable advantage. The problem is that while today’s companies are very good at processing information and producing outputs, they don’t know how to learn.” Dave Gray, The Connected Company
28. OSMOSIS THE HOSTILE TAKEOVER THE AWKWARD MARRIAGE THE SERVICE UNIT MODEL THE BORG MODEL (Assimilate or die) WEB TEAM ACQUISITION MODELS (THE ROUTES TO INTEGRATION)
30. WHO OWNS THE WEBSITE? Photo credit: Paul Townsend via Flickr