What is a Web Strategist?

My long time friend Martin McKeay (Network Security A-Lister) asked a curious question when I tweeted about Len Devanna, EMC’s Web Strategist. Martin asks: “I saw your tweet about EMC, saw that Len’s role is Director of Web Strategy. Better question would be what does that really mean?” What is a Web Strategist? Definition: The web strategist is responsible for the long term planning and ongoing programs for a website, at least one exists at every corporation. Scope: A web strategist (this isn’t just a term I made up for my blog) is a REAL job title typically found in large corporations where the web is a necessary communication channel, or a title used by internet consultants who provide high … Continue readingWhat is a Web Strategist?

How to Deal with Internal Stakeholders

The Web Strategist deals with many internal customers A Web Strategist is an web decision maker, in context of this blog, they are often within large corporations. They have internal customers that range from marketing, product teams, product marketing, support, PR, advertising, IT, and a plethora of external vendors. For many web strategists’ much of your effort won’t be dealing with users or your web team of developers and designers but with internal stakeholders. I’ve seen a lot of this when I was corporate web manager, and I’d guess that over 50% of my time was spent dealing with requests, problems, prioritization of internal stakeholders. (I managed an enterprise intranet, extranet, and aligned a disparate enterprise intranet) Your internal customer: … Continue readingHow to Deal with Internal Stakeholders

An Initial Analysis of the Fast Company Community

As an analyst, I watch the online community space very closely, and am always interested in seeing how traditional institutions and organizations approach, adapt, succeed or fail in adopting social tools. Fast Company, a forward thinking business publication has revamped it’s corporate website to now be an online community. Their initial three page announcement written by Edward Sussman: “The Media is Social” [Fast Company, a traditional publication, has featured community as it’s primary focus. But success isn’t guaranteed as: innovating without a clear objective is dangerous, the bottom-up approach must cascade to the whole organization, and they must rapidly make course corrections] Opportunity Fast Company is the first, but certainly not last, mainstream publication to integrate the majority of their … Continue readingAn Initial Analysis of the Fast Company Community

Case Study: How Sony Leveraged A Popular “Vampire” Facebook Widget To Reach It’s Community

A Widget Case Study Yesterday, I gave a teleconference on Facebook as a ready-made marketing program. I gave a few examples of success, and the audience was hungry for success metrics and numbers. One of the case examples was about rebranding an application/widget in this case, Rock You’s vampire application. Sony rebrands popular Vampires Widget with 30 Days Night, upcoming Vampire movie Vampires, which you may already know as the RPG where members bite each other to receive points (and duel) was already popular with over 3 million installs in Facebook. Sony pictures, the parent company of the very scary 30 Days Night vampire horror film rebranded the existing application, and launched a sweepstakes contest to generate registrations and glean … Continue readingCase Study: How Sony Leveraged A Popular “Vampire” Facebook Widget To Reach It’s Community

What Facebook’s Developer Announcement means: How Community can be Portable

Update: Several have suggested that this announcement is nothing new, (See initial announcement in 2006) and upon further investigation (and a quick email exchange with the Facebook team) confirms this to be right. What’s new is that it’s now easier to do than before. Regardless, the awareness of this feature is low within the marketplace, and everything I write in the following still stands true. Consider this awareness raising, and more of these types of distributed web tactics to continue in 2008. My goal is to simply tech speak and boil it down to what it means for you, a web strategist. I’ll update this post as I learn more information. What Facebook wrote In their most recent announcement they … Continue readingWhat Facebook’s Developer Announcement means: How Community can be Portable

What Growth In Widget Networks Means To The Web Strategist

Why Web Strategists should consider widgets Expect widgets to act like a network, the span over many different containers like social networks, websites, and blogs. Since widgets are opt-in by the publisher or social network member, it’s a great way to track who’s actually interested in the content. As a result, the opportunity for more sophisticated marketing and advertising moves from carpet bombing to opt-in nearly GPS radar-like accuracy. First, understand the distributed web strategy Need to get up to speed on this, start with my primer on web marketing is distributed, not on two domains alone, followed up by a former CMOs perspective on the distributed web. Getting users to come to your corporate website is not the only … Continue readingWhat Growth In Widget Networks Means To The Web Strategist

10 Considerations for the Startup planning to offer to the Enterprise (and why many will fail)

Lately, I’ve been hearing from more startups that they want to get into the enterprise space. These consumer focused web startups are the ones we know and love with the clever non-sensical names, rounded corners, and domains missing the “e”. For many startups, having enterprise customers is a great proposition, as it gives the opportunity for repeat revenue from a stable source, partnership opportunities, and maybe even chances for acquisition. [While many startups are interested to offer their services to Enterprise companies, they underestimate the complexity. There are many overlooked requirements from culture to support that startups just don’t get] Sadly, while we love these tools on the free open web for our personal uses, many of them aren’t ready … Continue reading10 Considerations for the Startup planning to offer to the Enterprise (and why many will fail)

A Complete List of the Many Forms of Web Marketing for 2008

This is an updated revision of the 2007 version, which was one of the top viewed posts for the entire year. I’ve added quite a few new forms as they’ve emerged or come to maturity over this last year. Translations If you’d like to translate this, feel free to do, then leave a comment below, I’ll add you to this list, as well as call you out in a separate post. Indonesian Version of this post Italian Version of this post French version of this post German version of this post Russian version of this post Summary and Audience This document catalogs the many tools and tactics available for corporate web strategy in 2008. Even if your strategy or resource … Continue readingA Complete List of the Many Forms of Web Marketing for 2008

The Three Web Activities: Task, Project, and Business Programs

For the web professional, there are various activities that occur on a consistent basis, I’ve boiled them down to three succint types of activities. Working as a lowly production UI designer to managing a global website, I’ve had to do all. The Three Web Activities: Task, Project, and Business Programs The Task What: A web task is a short term undertaking that could involve any type of activity that supports a website. Examples: These could be content changes, database checks, stylesheet changes, or reporting and monitoring. Who: Typically assigned to the content, development, web analysts, production, or engineering team, these are the core activities that keep the website running efficiently. The Project What: A specific-duration activity, this project involves the … Continue readingThe Three Web Activities: Task, Project, and Business Programs

Web Strategy: How to use Live Interactive Video Streaming for your Web Experience, Events, and Crises

Summary Live Interactive Video Streaming, also called live streaming, life casting, or event streaming can provide the web strategist with a low-cost effective tool to enhance communications to customers. This document outlines the most successful ways to use these tools, and provides some best practices. Situation Live streaming has gotten the attention of the media, press, and bloggers, yet when peering back in history, it’s not a new technology. The big difference is that there are many providers that offer this service and it’s the frequently self-publishing of individuals on blogs makes it easy for anyone to get in on the action Opportunity Live video streaming in an inexpensive and ‘human’ medium that can involve a community in an interactive … Continue readingWeb Strategy: How to use Live Interactive Video Streaming for your Web Experience, Events, and Crises