The document outlines key responsibilities for senior leaders in developing an effective web strategy. These include establishing guiding principles that articulate how the organization's web presence supports its values and objectives, delegating authority to oversee web governance, funding and staffing an organizational web execution model, and defining key performance indicators to measure the web program's accountability. Senior leadership must engage to formalize authority over web strategy and ensure its proper resourcing and management.

1. Engaging Senior Leadership in Web Strategy
Copyright © 2010 WelchmanPierpoint
WEB OPERATIONS MANAGEMENT www.welchmanpierpoint.com

2. Web Operations Management (WOM)
Web Operations Management is a discipline that outlines the concerns which organizations must address in
order to maintain an effective Web presence.
Copyright © 2010 WelchmanPierpoint
WEB OPERATIONS MANAGEMENT
www.welchmanpierpoint.com

3. 10 Management Concerns of WOM
Copyright © 2010 WelchmanPierpoint
WEB OPERATIONS MANAGEMENT
www.welchmanpierpoint.com

4. Who is responsible for all this?
Executives
Senior Management
Organizationally-savvy senior management
Web Experts
Web Savvy Managers
Web Experts
Web Experts
Business Analyst
Copyright © 2010 WelchmanPierpoint
WEB OPERATIONS MANAGEMENT
www.welchmanpierpoint.com

5. Web Strategy:
The translation of organizational
objectives and values into high-level
management directives for the Web
Copyright © 2010 WelchmanPierpoint
WEB OPERATIONS MANAGEMENT
www.welchmanpierpoint.com

6. *Web* Strategy versus “other” strategies
 Web Content Strategy
 InformaEon Architecture Strategy
 Social Media Strategy These are about execution and
 Search Engine OpEmizaEon Strategy focus on the creation of the
Web presence – instead of
management of Web business
processes.
Copyright © 2010 WelchmanPierpoint
WEB OPERATIONS MANAGEMENT
www.welchmanpierpoint.com

7. The Artifacts of Web Strategy
 A successful Web Strategy achieves two results:
– Guiding Principles ‐ describe how the organiza=on will use the
Web to support the organiza=on’s core values and business
objec=ves
– Formaliza4on of Authority – ensures that authority for Web
Governance, Web Execu=on and Web Measurement are clearly
ar=culated and properly resourced
Copyright © 2010 WelchmanPierpoint
WEB OPERATIONS MANAGEMENT
www.welchmanpierpoint.com

8. Guiding Principles
 WOM guiding principles describe how the organizaEon will
use the Web to support the organizaEon’s core values and
business objecEves. In general they:
– Ensure that the organizaEonal mission is reflected in its Web
presence
– Set the “tone” for the use of the Web
– Set the most high‐level compliance parameters
– Give a message to the public and employees
Copyright © 2010 WelchmanPierpoint
WEB OPERATIONS MANAGEMENT
www.welchmanpierpoint.com

9. http://www.hhs.gov/web/webcouncil/governance/principles/index.html#guiding
Copyright © 2010 WelchmanPierpoint
WEB OPERATIONS MANAGEMENT
www.welchmanpierpoint.com

10. Formalization of Authority
 Ensures that authority for Web Governance, Web
Execution and Web Measurement are clearly
articulated and properly resourced. So the
organization knows:
 Who makes the rules for the organization’s
Web presence
 Who oversees the development of the
organizational Web presence
 How Web “success” is measured
Copyright © 2010 WelchmanPierpoint
WEB OPERATIONS MANAGEMENT
www.welchmanpierpoint.com

11. Formaliza<on of Authority: Governance
 Senior leadership ensures that a Web Governance
framework is established. They can do this by:
– DelegaEng authority to oversee the development of a Web
governance charter
Copyright © 2010 WelchmanPierpoint
WEB OPERATIONS MANAGEMENT
www.welchmanpierpoint.com

12. Formaliza<on of Authority: Execu<on
 Senior leadership ensures that the organizaEon has
appropriately staffed and funded its Web program. They can
do this by:
– ATending to Web resources. That means inauguraEng Web
execuEon model:
– Staffing
– Funding
– Placement
– Structure
Copyright © 2010 WelchmanPierpoint
WEB OPERATIONS MANAGEMENT
www.welchmanpierpoint.com

13. Formaliza<on of Authority: Measurement
 Senior leadership ensures that the Web program is
accountable to the organizaEon. They do this by:
– Establishing key performance indicators for the Web
Copyright © 2010 WelchmanPierpoint
WEB OPERATIONS MANAGEMENT
www.welchmanpierpoint.com

14. Recap: list of Web things senior leaders should do:
 Create guiding principles
 Delegate authority to oversee the development of a
Web governance charter
 Inaugurate organizational Web execution model:
staffing, funding, structure, and placement
 Establish key performance indicators
Copyright © 2010 WelchmanPierpoint
WEB OPERATIONS MANAGEMENT
www.welchmanpierpoint.com

15. Thanks!
More information on WOM:
Blog posts
Articles
White Papers
Quarterly Newsletter
info@welchmanpierpoint.com
http://welchmanpierpoint.com
Copyright © 2010 WelchmanPierpoint
WEB OPERATIONS MANAGEMENT
www.welchmanpierpoint.com