Original source: The Three Spheres of Web Strategy –Updated for 2009, Web Strategy by Jeremiah
I hope this is one of those resources you print out pin to your desk, and share with others. This is the core theme of this blog, the balance needed for successful web endeavors in organizations.
I originally posted this diagram in 2006, then updated it in 2007, and it’s time to revisit the core structure of the goals and challenges of a Web Strategist, especially as I reset as I change roles.
Who’s a Web Strategist? In a company, they often are responsible for the long term vision of corporate web properties. At a web company where their product is on the web, they’re often the product manager or CTO. Regardless of role, the responsibilities are the same, they need to balance all three of these spheres, and make sure their efforts are in the middle of all three.
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1) Community Sphere
To be successful, the Web Strategist must understand (by using a variety of techniques and tactics) what customers and prospects want. Stemming from, ethnography, analytics, brand monitoring and primary and secondary research the end result should be a web experience profile and mental model.
Specific skills needed: Ability to understand and implement research, strong understanding of user experience which would include usability, information architecture. Ability to synthesize content from a variety of real time locations such as web analytics, customer feedback from support and surveys and communities, and an ability to be empathetic to customers. Above all, this strategist should be able to predict where customers will be in coming years -not just understanding of previous or current states.
Tagged as:
web strategy
I recently came across an excellent article for integrating social media into a web content strategy. If you are someone who is responsible for building the web strategy for a client or for your company, this article contains some fantastic thoughts as well as tips. I’ve highlighted some of the information here, but for the full article as well as working examples, you should read it in its entirety on Digital Web Magazine.
Whether you’re an employee or a consultant, it sometimes falls to you to drag an organization into the 21st century—and that often means convincing a company to adopt social media. Someone might even be asking you about some new web tool their son or daughter is using.
Outside of the tech industry, skepticism and fear are the norm when it comes to social media. But it is simply about finding the best way to communicate with an audience. Social media consists of the same content already in use: text, audio, images, and video. The difference lies in its ability to open up new channels of communication.
Rather than getting bogging down in discussions about the uses of Twitter, Flickr, StumbleUpon et al, start by explaining social media with a simple analogy. Most individuals or organizations have an office or home base, their offline equivalent of their website. Ask them if they make all their customers, partners, and employees call or visit their home office in order to communicate. The answer will likely be no—they go out into the world to communicate; to conferences, meetings, events, and so on. That is the equivalent of social media—using social media means going where people are in order to connect and communicate.
Tagged as:
social media integration,
social media plans,
web content strategy,
web strategy
