Tko definira tehnologiju u vašoj tvrtki?

traži1

Definicija tehnologije je:

praktična primjena znanosti na trgovinu ili industriju

Prije nekog vremena pitao sam, “Ako je vaš IT odjel ubijao inovacije“. Bilo je to pitanje koje je iziskivalo popriličan odgovor! Mnogi IT odjeli imaju sposobnost prigušiti ili omogućiti inovacije ... mogu li IT odjeli uopće prigušiti ili omogućiti produktivnost i prodaju?

Danas sam imao zadovoljstvo upoznati se s Chrisom iz Sažet pregled. Bio je to živahan razgovor i završili smo prolazeći oko 45 minuta tamo gdje smo željeli.

Jedan od zanimljivih dijelova razgovora bio je rasprava o tome tko je vlasnik odluke o kupnji platforme ili SEO usluga. Oboje smo uzdahnuli kad je ta odluka pala u ruke IT predstavnika. Ni na koji način ne pokušavam omalovažavati IT profesionalce - svakodnevno se oslanjam na njihovu stručnost. Bloganje za SEO je strategija za stjecanje potencijalnih kupaca ... a marketinška odgovornost.

Međutim, intrigantno je da je IT odjel često zadužen za platformu ili proces koji određuje poslovne rezultate. Previše puta vidim da poslovni rezultati (inovacije, povrat ulaganja, jednostavnost upotrebe itd.) Zaostaju u odluci o kupnji.

Odabirući nas za svoju korporativnu platformu za bloganje, IT odjel je taj koji vjeruje da oni mogu primijeniti besplatno rješenje za bloganje. Blog je blog, zar ne?

  • Nevermind da sadržaj nije optimiziran
  • Nevermind da platforma nije sigurna, stabilna, bez održavanja, suvišna itd.
  • Nevermind da platforma nije skalabilna na milijune pregleda stranica i desetke tisuća korisnika.
  • Nevermind da je tvrtka koja ga je izgradila potrošila stotine tisuća dolara u istraživanje i razvoj kako bi osigurala najbolje prakse i usklađenost s tražilicama.
  • Nevermind da je korisničko sučelje jednostavno za upotrebu, bez potrebe za intenzivnim treningom.
  • Nevermind da je sustav automatiziran tako da nije potrebno znanje o označavanju i kategorizaciji.
  • Nevermind da naše osoblje prati napredak naših klijenata kako bi osiguralo njihov uspjeh.
  • Nevermind da platforma dolazi sa stalnim podučavanjem kako bi se blogerima pomoglo da razviju svoje vještine i s vremenom povećaju povrat ulaganja.

Sa SEO-om je to često isti argument. Čak sam bio i na suprotnoj strani SEO argumenta, govoreći vam to ne treba vam SEO stručnjak. Jeremy me podsjetio na ovaj post ... doh!

Moja je poanta bila da previše tvrtki NEMA optimizaciju za tražilice i propušta puno relevantnog prometa. Ako su samo napravili minimum, mogli bi barem tu lijepu stranicu na koju su potrošili 10 tisuća dolara staviti pred nekolicinu posjetitelja. Ovaj je post napisan za veliku većinu tvrtki koje nemaju konkurenciju i nemaju optimizaciju ... bila je molba barem učiniti minimum.

Za tvrtke u konkurentnim industrijama, čak 80% optimiziranih nije ni blizu. 90% nije dovoljno. Da biste dobili prvo mjesto na ljestvici visoko konkurentnih termina, potrebna je stručnost jedne od nekolicine svjetskih tvrtki. Ako se nalazite na čak umjereno konkurentnoj stranici rezultata pretraživanja, vaš vas odjel za informatiku neće odvesti na prvo mjesto. Imat ćete sreće ako vas uopće dođu na prvu stranicu rezultata.

Ne biste postavili svoj IT odjel da vodi vaš prodajni tim, ali vi ćete biti zaduženi za tehnologiju koja može spriječiti vašu tvrtku da ostvari prodaju. Ako ćete praktično primijeniti tehnologiju ... pobrinite se da u potpunosti istražite mogućnosti i prednosti prije nego što mislite da to možete učiniti sami!

5 Komentari

  1. 1

    There's a world of difference between a blogging platforma and an SEO strategija.

    A blogging platform is just a combination of software and hardware, and IT departments are pretty good at putting those together. There are also many vendors who do this work, either because they have proprietary software, or because they already own or lease hardware, or because they have lots of expertise in maintaining this particular IT stack. The question of how you divvy up the management of your blogging platform between in-house folks and outsourced folks is the canonical "buy/build/borrow" IT problem.

    An SEO strategy, however, is almost entirely independent of your blogging platform. You can have great or terrible SEO regardless of the platform. But using an SEO company is ne like using a third-party IT company. It's more like hiring copywriters who can translate your ideas into the language of Google.

    Sure, you can use free, open source blogging software. And let's be fair, Doug—WordPress does run on secure, stable, highly redundant infrastructure. Users of WordPress include the Dow Jones, The New York Times, People Magazine, Fox News and CNN—all of which pass your "millions of page views, tens of thousands of users" test. Automattic (the people who make WordPress) have tens of millions in venture financiranje, which I think constitutes a pretty extensive research and engineering budget. WordPress is not a toy.

    However, WordPress is just a blogging platform. Actually, it's just pola a blogging platform—the open-source WordPress software (though there are countless WordPress hosting services, including WordPress.com.) If you are interested in any degree of reliability or scalability, you need to invest in the relevant hardware and expertise.

    So, the IT department is right that a blog is just a blog and they can use free tools to get the blog part going. But most of the work and most of the potential value is not in the software. Almost the entire point of having a blog is made possible through a comprehensive and continuous SEO strategy. And once you realize that is what you need, it's something you should be willing to pay for.

    The challenge is getting IT departments to realize that good SEO is not a handful of silly tricks, that it's hard, that it is always changing, and that it makes all the difference in the world.

    @robbyslaughter

    • 2

      Hi Robby!

      I'm not sure whether or not you're agreeing or disagreeing with me. You and I know that the Dow Jones, The New York Times, People Magazine, Fox News and CNN are not running WordPress 'as is'. They are running it with no additional infrastructure costs, theme development costs, search engine optimization costs, etc.? You don't think they're spending money educating their staff on use of those platforms? Or development to pass content to those platforms? Of course they are! Each of those businesses has invested quite a bit of money to make a 'free' platform work for them.

      A blog is just a blog, but a blogging platform is NOT just a blogging platform. The keyword strength meter, automation of tagging, categorization and content placement in Compendium are huge differentiators. It requires that the user spend less time worrying about 'how' to blog, 'how' to optimize their content, and more time worrying about 'what' to blog. Business bloggers should be concentrating on their message – no their platform.

      I guarantee you that any person can open Compendium and intuitively post and that post will be optimized. This is not the case with WordPress. The majority of people that I've personally taught how to blog effectively with WordPress had no idea how much they were missing with each post.

      Again, the focus of the IT department isn't often the focus of the business. I've always appreciated my IT peers 'reviewing' my software purchases to ensure I'm not putting the company at risk; however, they will never be able to recognize the benefits of the platform or strategy and its impact on the business. That's not what they are educated for, what their experience is in, nor what they should be utilized for.

      Let business people make the business decisions! Let IT be their trusted advisors.

      • 3

        I'm not agreeing or disagreeing with your overall point, I'm just clarifying your comments.

        Nobody said that the big users of WordPress are running the software without additional customization and infrastructure costs. You said "nevermind that the platform isn’t scalable to millions of pageviews and tens of thousands of users", but that's just not true. It's clearly possible to scale WordPress (or Blogger, or Drupal or DotNetNuke or Compendium and so on) to this level, but you have to invest in the hardware, supporting software and technical expertise. The question is not whether it's moguć, it's whether you want to do it yourself or if you want someone else to do it for you.

        Da, a blogging platform is just a blogging platform. It's a combination of software and hardware that produces a blog. Sure, some have different features, and those features might have more value and worth more money. Whether you have an IndyCar, a full-featured BMW or reliable truck, you have an automotive vehicle that can be driven from point to A to point B. Is it true that some of those vehicles are better suited to certain tasks? Absolutely. The question is: what task are you trying to achieve?

        I'm sure that if you put a user side-by-side with Compendium and any open-source blogging platform, the the post on the Compendium blog would drive more traffic—-even if the posts were word-for-word identical. That's a great value for your company! If this use case is representative, it makes for a fantastic selling point for CB.

        But let's examine zašto that single post would get more traffic. The reason is mostly because Compendium tvrtka has an ongoing strategy operation. You're updating the codebase all the time. You are linking to client posts to help them build reputation. You meet with clients and provide additional training and resources. You maintain highly reliable infrastructure. Much, if not most of the advantage of Compendium over a free tool is the ongoing service and support you provide for your software, your clients, and their content.

        And again, that's a wonderful benefit and many of your customers are very happy. But it's not a fundamental part of your software and hardware "blogging platform." You could achieve the same result by using different software (but it would be more work!) This is in effect what companies like DK New Media do every day. Anyone involved in decision making for corporate blogging needs to understand these nuances.

        The fundamental issue here is where one department's responsibility ends and someone else's begins. There are no easy answers to that question. Even worse, if any part of that line crosses outside the company to a third party vendor, there start to be blurry spaces between entities and it becomes harder to assess risks and benefits. How do you protect your perimeter if outside people have access? Or, from the marketing side: how are you sure that the outsourced platform provider isn't going to screw up and ruin your brand? These risks may be small or large, but they are not zero.

        I'm sure that many decisions regarding technology are made by IT without sufficient respect to business implications. But the problem goes both ways—business people need to understand more about IT and vice versa. Working together instead of against each other will benefit everyone.

        • 4

          Thanks for that clarification, Robby! I'll stand by last comments. I trust my IT resources to be my advisors so I don't do something stupid. However, I won't give them the final decision on platforms and strategies that are in the best interest of moving the business forward. We each have our own strengths and they need to be leveraged appropriately.

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