In a previous post about the potential shift around the role of a Corporate Web Manager, I want to look at the type of competencies that this new role might be expected to perform in the (very near) future.
Just to recap I identified two different roles:
1) A “Strategic” Web Commissioner – This would in effect be the person who wrote the strategy, understood and documented the organisational needs and specified at a high level the requirements by which a commissioning exercise could take place – they would also be responsible for monitoring the value and ensuring it delivered the outputs specified. This role would also need to set and outline the standards as part of the requirements
2) An “Operational” Web Delivery Manager – This would essentially be the person(s) responsible for the delivery of the platform. In the scenario above this could be an external organisation or a partners ICT department.
So the following represents a first draft of what I feel would be required for the Strategic Web Commissioner Role, it is divided into 5 main areas, I have also not added the additional details of what each bullet point relates to at this stage either.
You will notice that very little relates directly to the web itself. I do however feel that there needs to be a recognition that such a role would need a very good understanding of the web and social web in order to be truly effective. However I think that these kinds of things would be picked up in a person specification, which supported the following competencies.
Anyway it is very much work in progress, so I’d welcome comments and feedback.
Leadership
- Direction setting – why are we using the web, what benefits does it offer the organisation etc
- Influencing/ persuading – evangelising the use of the web
- Horizon scanning – what technology or business trends do we need to be aware of, complexity of organisational environment etc.
- Decision making – getting things done
Planning and Programme Management
- Requirements analysis – what we are delivering a web site for and what functions should it offer
- Process analysis – which processes require changing for transactional delivery
- Solutions design – what is the solution architecture
- Programme and project management
- Change Management and Benefits Realisation
Engagement
- Stakeholder analysis – understanding the aims and objectives of your key stakeholders
- Customer/Citizen engagement – how can the web meet local needs
- Service engagement – how can the web delivery service improvement and cost reduction
Procurement
- Procurement Strategy – ensuring supplier independence, understanding market capability and aligning with organisational strategy
- Delivery Analysis – internal vs external vs partnership vs shared service
- Procurement management
- Sourcing
- Contracts and contract management
- Performance Management
Monitor and Manage
- Overall service performance management
- Service management analysis – including feedback and co-design of services
- Value Analysis – are we getting value
I think this is a big shift away from current web manager roles, although bits of it will be done – I believe the biggest aspect fo this will be in understanding the ever-increasing complexity of the delivery model which Councils will be moving toward in order to create a seamless and coordinated interface into the transactions and information.
A journey through life - Carl's Notepad 
I think the tasks you have listed here are right, Carl, but my feeling is that most organisations would need to approach this from a ‘web estate’ perspective, from the outset.
You mention the roles having an understanding of the social web, but its role in an organisations overall online presence should be integral, not a separate job description or consideration.
One might even argue that many organisations simply will not need a corporate site in the conventional sense, using a social platform as the hub of their online presence.
Hi Tim,
I think you are right that the role needs to be integral, but i suspect that will be part of the evolution on this kind of role. This in itself is radical for some.
The web, whether it is social or corporate needs to be integrated and we need to be clear about what we (councils etc) want and need to deliver to the web. How we deliver that needs to be part of the assessment within the new strategic commissioning web manager role.
Carl