UK Web Focus (Brian Kelly)

Innovation and best practices for the Web

Revisiting Ideas for IWMW 2015

Posted by Brian Kelly on 16 Mar 2015

Beyond Digital: Transforming the Institution

A recent post on this blog announced the Call For Submissions for IWMW 2015. The post suggested that the theme for this year’s annual Institutional Web Management Workshop should be along the lines of “Thinking Digital”. Subsequent discussions with members of the IWMW 2015 advisory group (Ross Ferguson, Mike McConnell, Alison Kerwin, Clare Gibbons and Mike Nolan, the local organiser at Edge Hill University) led to a subsequent refinement of this idea. It was suggested that the challenge we now face is how we break out of a purely operational role and play a sustained, strategic role at the core of the University business. It was agreed that the theme “Beyond Digital: Transforming the Institution” summarises this challenge nicely.

Technology in Higher Education: Defining the Strategic Leader

Technology in higher education: defining the strategic leaderWe seem to be seeing changes in the roles played by those with responsibilities in this area, with managers and policy makers increasingly acting as advocates for business change. In this regard the joint report between Jisc and EDUCAUSE on “Technology in higher education: defining the strategic leader” was timely. The report suggest that underlying technological shifts in personal, professional and academic life can provide opportunities for IT leaders to reshape the image of IT and their own role within the institution which IT leaders can achieve in a number of ways:

  • Campaign for a seat at the top table: Clearly demonstrate how IT touches and provides value to many aspects of the institution. Executive peers often have an incomplete understanding of IT and technological issues, and the IT leader needs to paint a compelling picture of the value IT does and can bring.
  • Speak their language: A perception often still exists at the board level that IT leaders are technologists alone, and there is an unease with the language of technology. Don’t start talking about the technology. Start by talking about the business value.
  • Coach executive-level staff: No matter how well an IT leader mentors IT staff, if IT leaders aren’t coaching campus leaders outside IT, they will face significant barriers to success.
  • Build credibility: Deliver on the promises you make, and colleagues will trust you. ‘Talk the talk and walk the walk’.

Such observations would also appear to be very relevant for those with responsibilities for managing an institution’s digital presence, so I would hope that the report will help to identify possible areas which could be addressed at the IWMW 2015 event.

What is a Digital Strategy? 

However an Accenture report which asked “What is a digital strategy?“, also published in March 2015, suggests that “Digital strategy is not IT strategy, and requires a different approach” and goes on to describe how:
Going mobile, adding analytics, or extending the online experience begs the question what’s next? These investments often changed the form of interaction, with limited change to the function. Transforming the business with digital, particularly in the marketing area, makes sense in the face of changing consumer expectations, options and information. As organizations near the end of their first digital journey and complete their initial roadmap, the question of digital strategy re-joins the executive agenda. 

The report concludes by Refining the definition of digital and strategy which it summarises as:

  • Digital is the application of information and technology to raise human performance.
  • Strategy is setting a direction, sequencing resources and making commitments.

IWMW 2015: Supporting the Transformation of Your Institution

The call for submissions for IWMW 2015 is open. I hope the two reports I have mentioned will help to stimulate ideas for talks and workshop sessions for the IWMW 2015 event, which will be held at Edge Hill University during the week beginning 27 July. If you would like to discuss a possible proposal feel free to get in touch.

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One Response to “Revisiting Ideas for IWMW 2015”

  1. […] Revisiting Ideas for IWMW 2015 […]

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