View
51
Download
1
Category
Preview:
Citation preview
• Journalist
• Communication and fundraising for NGO’s
• Digital content, strategy, business and management since 2003
• Head of web at Danish Consumer Agency’steam of 5 editors, projectmanagers and optimization experts
The Danish Consumer Agency
Consumer rights and product testing
• 74.000 personal members
• We publish 2 magazines, one of which is members only
• We test more than 2000 different products and services every year – and publish 1-2 new tests on the website
every week.
• Umbrella body for 30 member organisations
• Run 3 strategic public funded projects:
• Watch dog body for passenger rights and
• Watch dog body for problematic chemicals
• Debt prevention and debt councelling
Organisation
• The organisation has 7 departments,
• Web – business, development and content – is
part of the Communications dept.
• Web – maintanance is part of IT/admin. 1 in house
developer.
• I have a seat in the strategic management
speaking for all digital.
Out with the old..
• New platform
• New goals aligned with the strategy
• Modern look and better features..
• So everybody is happy right...
What would you prefer?
To get a sum of money, and a time frame and just
be left in peace to deliver the project?
Or to have your management group – who may not
know about web – very close to the process?
The project setup
Project group (project)
• Employees from all departments 1-2, and all of web
• Responsibility: Finished project, all project group members reported back to own department
Steering Committee (project)
• Key Stakeholders: Head of admin, test, membership and comms
• Responsibility: Budget and Time frame.
Management Group
• Heads of all departments, ceo and chairman. Meets weekly
• Responsibility: Strategic decisions and ownership
The management training programme
• Trust in the project
• Decisions that mattered
• A safe room – familiar surroundings
• Facts vs not gut feelings or opinions
• Outside Experts
This is what we did
• On the management meeting every or every other week
• 20-30 minutes discussion and decision on a specified topic
• Based on a written brief
• Topics covered were:• Purpose and Goal for the project
• Core business on the website – and how to improve it
• The wishing well (what did the managers want)
• User experience and customer journey (2 workshops)
• Choice of business model – paywall, freemium premium etc.
• Main menu and architechtural frame
• Content strategy and plan
The brief
• Back ground (Why)
• Status (keep calm)
• Limitations (What is it
not?)
• The problem (What)
• Dilemmas (Why not?)
• Facts, eksperter (keep
calm)
• Next step (When)
Who decides?
• We presented:
• Discussion brief
• Presentation of other paywalls and options
• Presentation of sales figures and traffic
• Reminder of the customer journey maps
Recommended