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Building the right web teamMatt Herzberger
The GoalGetting the right people in the right room at the right time
Define: teamA unified group of people, intentionally working together to achieve a common defined mission.
Where do we start
This is about finding RIGHT team for YOUR institution Similar to selecting a CMS, I can’t give you the
answer. You must find what works for you
I can give you advice on how to get there.
No plug and play
There is no off-the-shelf solution; you need to spend time really looking at the needs of your campus.
There is no “easy” button.
Look at your organization
Is there central web leadership?
Do you need a web service team?
Is there talent around campus?
Has organization leadership drank the Kool-Aid?
Do you have a governance model?
What skills are you needing / missing at your organization?
State your goals
Based on your analysis, what are the gaps on campus? Your goals can center on a mission to plug those holes.
Mission Possible
Initiative-driven
Services-driven
Leadership/strategy-driven
Hybrid
Initiative driven
These teams deal with and build high-profile sites. Examples include:
Univ. homepage Brand campaign sites Capital campaign sites Virtual tours Social media hub Feature based sites Etc
Services driven
These teams tend to provide services to units across campus, including:
Web design Web development Editorial/ content strategy System administration CMS implementation
Leadership/ strategy driven
These teams tend to guide central standards and policies for the university at large; they may or may not have direct oversight:
create policies provide templates/ web standards, work on best practices/ governance sit on and lead committees provide campus wide communication
about the state and direction of web step back and look at the big numbers
Hybrid driven
These teams will work across all the above mentioned areas.
They tend to be the largest teams and have many roles and specialized team members
Funding needs
Many times the funding source or structure will directly dictate the types of services or function of your team
Central funded
These teams tend to be more initiative and strategy driven. They are there to focus on the big picture and provide other units with the tools to be successful on their own.
The centrally funded teams that do services tend to have oversight from a committee or leadership as to what projects are taken since they can’t expand to meet demand.
Revenue generating
These are teams that need to make money to pay staff, therefore most revenue funded teams tend to be services based teams.
Similar to how lawyers have to focus on billable hours.
They can grow whenever demand increases and provide more staffing flexibility.
Hybrid funding
Similar to the hybrid team, a hybrid funding tends to lead to a team that serves many purposes.
Hybrid funding may be a result of the hybrid team mission mentioned earlier.
Positions
Web designer – talent in web standards, graphic design, accessibility, interface design and usability
Web developer – talent would range from coding to basic sys administration, database administration and interface design
Content strategist – with skills in editorial, web writing, communications and information architecture
Project manager – ability to juggle all the teams projects and keep things on point as well as work with clients for the best outcomes, usually these are used for services driven teams or at times large initiative driven teams
Positions
CMS administrator – a person to lead and drive the CMS implementation across campus
Interactive web marketer – a person with a bit more of a marketing background not 100% from a technology background, many times the department leader fills this role, they tend to be involved in creating interactive initiatives
Support staff – these people provide support to all the moving parts of the web team, many times there are used on service driven teams. Tasks can include QA, production, support and maintenance
Others – here are some positions that may or maybe not always fall on the web team, but may be included based on your teams function sys admin, social media coordinator, photographer/ videographer
Right people
Talented
Happy
Helpful
Curious
Motivated
Courageous
Accountable
Governance, part of team success
• Establishes authority and accountability• Defines the role of all campus units as it relates
to the web and establishes how they will support web efforts
• Involves senior leadership• Involves line management• Is not a one-off process
Graduate from a production shop to a strategic shop
Challenges
Leadership
Accountability
Trust
Culture
Balance
The bigger picture
Align everything you do to business goals
Fit into the corporate culture
Have a champion for what you do
Plow around boulders
Be a leader
Be open and honest
Have intuition
Pay attention to people’s needs or concerns
Make sure everyone knows how to win
Be a good coach
Find consistent and clear communication plans
Measure performance not time
Set a vision and get out of the way
In the end
Be flexible
Have reviews and get feedback
Find the right people
Set them up to win
Bring people together
Don’t worry, be happy