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Web Strategy

March 28, 2010

Web Strategy – this is a concept that is a foreign term to many companies these days.  A question I hear very frequently is “Where do we focus our efforts – Twitter, Facebook, Website, Myspace, Blogging, etc?”

As with so many questions in business, the answer is “It Depends …”.  Recently I came across an article that helps to provide some framework in answering this question.  It is by Jeremiah Owyang, a Partner with Altimeter Group.  The article can be found here:

He emphasizes “Three Spheres of Web Strategy” as portrayed below:

As you can see, the three main elements are:

 1)      Community

2)      Business

3)      Technology

Community – do you understand what your customers and prospects want?  For me this has been increasingly critical as we have needed to differentiate our business.  You must clearly understand the “value proposition” that you are presenting to your customers.  This is driven by analytics, brand monitoring, customer surveys, and just plain listening.

Business – now that you understand what your objectives are, how are you going to achieve those objectives?  And just as importantly, how are you going to measure whether or not you’ve reached your goals and objectives?  Many people in business think this part is subjective – trust me, it’s not.  Measuring your success, progress, and short comings is critical to reaching your goals.

Technology – how is technology changing your business and that of your customer’s market?  Too often people view technology as “mystical” – something that can’t be understood – and these are the same people that will sit at Starbucks and discuss topics like space flight, world politics, auto industry advances – you name it.  As my Father puts it “I’m just hanging out with my buddies splitting the atom”.  Technology (used in the generic sense) can be understood by all individuals – just to varying degrees.  Don’t let it intimidate you.

To conclude, all businesses need a web strategy.  Start with a broad outline and understanding of your business, using these three differentiating elements – Community, Business, and Technology.  Then you will have taken your first step towards understanding the “tools” you will need.  More on the tools later.


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