The Digital Deca: 10 Management Truths for the Web Age eBook

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Lisa Welchman takes a fun look at how negative and positive organizational dynamics manifest on the Web in this eBook. She explores the 10 management truths organizations must understand and implement when retooling to be effective online and remain relevant in the information–driven 21st century.

Transcript of The Digital Deca: 10 Management Truths for the Web Age eBook

10 Management Truths for the Web Age.

The DigitalDecaby Lisa Welchman

The science of understanding an organizations strengths and weaknesses

by examining their Web presence.

Web Phrenology:

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Meet Wendell Wallace Webb

he is the voice of your organization. he talks online, non-stop 24x7, globally, whether you like it or not.

hallo Welt,

Hello world

Hello, World!

Hola mundo

Hello, World!

Ciao mondohola, mundo

Bonjour tout le monde a Hello World!

hall vrlden Witaj wiecie

hello world

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and, you might be surprised what he says to your

customers citizens

students employees

members

patients

shareholders

Three

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This organization is messed up. They might not have credible information. Theyre wasteful. They cant collaborate.

And they might not be able to thrive in the Web age.

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The Good Old 20th Century

So, maybe your organization was always messed up, didnt have credible

information, was wasteful and unable to collaborate. But it didnt matter as long as

your storefront to the world looked good.

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But now, you broadcast your companys dysfunction to the whole wide

world with the instant, digital, global communications channel that

is the www.

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And, before Web 2.0 you didnt have an instant, digital, global communications channels like Twitter, f lickr, facebook, et al,

that your customers could use to tell everyone how dysfunctional

you are

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equals

Web sites are usually developed by subjective taste and organizational power, instead of by understanding customer needs.

This makes bad Web sites which can communicate surprising things to your customers.

The Organizational Dynamic Behind Bad Web Sites

amount of offline MoneyPower clout

access to senior Leadership

amount of online content

Dataapplications

eighT

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I need to know everything about my disease, not just what one group says.

i dont know what to do. im trying to make a life deci-sion. im scared and youre

confusing me (click).

You dont care how long i have to look to find information. Youre wast-

ing my time (click).

I just spent 5 minutes filling out a form just like this.

Youre wasting my time... again. (click and Tweet).

Bad Search@!*@&! (click)!

Is this the same company (clickity, clickity, click)?

Is 404 their area code? Wheres the rest of the phone

number (click).

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How Organizational Dysfunction Affects Your Web Site

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Your customers use the Web to find information, shop and manage themselves in a crisis, and based on their experience on your Web site they form an opinion about

your business, your brand, your competence, relevance and viability. if that opinion isnt great, they move on to the

next possibility, unconstrained by geography or time until their needs are satisfied.

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eLeven

Wait! Dont leave. You havent visited all 25 of

my content silos!

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TWeLve

Most organizations address low Web quality by redesigning their Web site or installing expensive

infrastructure technology. The real reason your Web site keeps falling into disrepair is because your

organizations management practices dont align with the 21st century business dynamic.

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ThirTeen

What Happened to Your Business when the Web Happened

The Web changed the rules, not just for the way you communicate with your customers, partners, employees or process transactions or disseminate databut for your entire business.

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The Web speeds up and intensifies the pace of business and puts customers in a greater

position of power.

now, your customers have a platform from which to announce, loudly and clearly, their likes

and dislikes about how you do business.

fourTeen

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unfortunately, many executives have allowed their organizations Web presence to be managed in a

reactionary, non-strategic wayriding the wave of the latest technologies and delegating strategic business

decisions to junior resourcesunderestimating the impact of the internet on business, or reluctant to

shift a successful legacy business model to a new un-proven Web paradigm.

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right now, its just your Web site that is failing but as younger or more nimble companies leverage the

Web and better engage your customer base, you may find that its also your business thats failing.

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s ixTeen

The 21st century business world consists of both a physical and digital hemisphere with the organizations digital presence magnifying the management efficiencies and inefficiencies of the physical presence.

Because of the all-ecompassing, omni-di-rectional, democratic nature of the World Wide Web, organizations must manage with precision and coherence in order to remain viable and maintain control of their brand.

Coherence means:

clear articulation of an organizations objectives and values.

a direct link between organizational objectives and values and the governance of your organizations information supply chain.

sound and rapid execution.

Persistent measurement of performance.

some organizations try to heed these com-mon tenets while others are less culturally inclined to manage this way. But for most who are able to manage this way, it is only for the physical hemisphere, not the digital.

The Business Challenge of the Web

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The Web is the disruptive, operations optimizing, information disseminating, sales closing, feedback gathering technology of our time. if an organization can not

manage the Web, it will fail.

In order to remain competitive, executives must aggressively seek to integrate the management capabilities of the

Web into its overall business operations. The Web can not continue to be an operational silo, planned for as an

afterthought and dismissed by senior management as technical and Web teams can no longer be treated as an

organizational ghetto, underfunded, out of sight and out of mind of senior leaders.

The solution to maintaining or growing organizational effectiveness and competitive advantage lies

in the establishment of 10 core management principles. These are called the Digital Deca.

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10 Management Truths for the Web Age.

The DigitalDeca

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TruTH 1 Your Web presence is the digital

manifestation of your organization.

an organizations business strategy must address both the digital and traditional business arena. These

realms must be married and either may lead.

20 one

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20 TWo

TruTH 2 In a digitally transforming business

environment, bold leadership is vital.

collaboration must be enabled from the top of the organization. if enabled from the bottom, power struggles will

compromise business objectives. Those power struggles will slow the pace of inn