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)
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
3. WHO ARE YOU? WHO ARE YOU?
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)
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)
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"
7. THE WEBSITE IS A PRODUCT THE WEBSITE IS A PRODUCT
8. CONTENT ARCHITECTURE CONTENT ARCHITECTURE WHERE STRATEGY & PRACTICE INTERSECT WHERE STRATEGY & PRACTICE INTERSECT
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.)
10. STAKEHOLDER HIERARCHY STAKEHOLDER HIERARCHY
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)