# Presentation: 793917

## Strategic Planning Workshop

- Web Content Managers Workshop
- September 21, 2005

## A strategic plan is not just a document, it is an ongoing process. 

## The Anna Karenina Principle

- “Happy families are all alike; every unhappy family is unhappy in its own way.”
- From Robert D. Behn; Harvard’s Kennedy School of Government

## The Macro-Purpose Problem 

- What is the agency’s mission?
- What will be the long-run public purposes that our agency will seek to achieve?
**The Web Manager Angle**
- Link the web site to supporting the agency’s mission
- Develop and promote goals and performance measures

## The Strategy Problem  

- What exactly should we do to accomplish our mission?
**The Web Manager Angle**
- Locate your agency’s and office’s strategic plans and read them
- Provide your manager the site’s goals and performance measures, as well as their linkages to the mission’s success
- Ask to be part of future agency planning efforts

## The Theory Problem 

- How will the strategy work?
- How will the activities and actions specified in our strategy contribute to the achievement of our purposes?
**The Web Manager Angle**
- Link the web site to supporting the agency’s mission
- Track goal achievement
- Promote achieved milestones in context to mission support
- Revise the plan as necessary

## The Measurement Problem 

- How does the agency know it is doing a good job?
- What indicators will help us measure how much progress we are making?
**The Web Manager Angle**
- Learn more about developing good performance measures
- Pick measurable and achievable goals
- Get tools that allow you to measure (survey tools, statistics packages, task staff with managing and reporting the data)

## The Target Problem 

- What indicators help measure progress and how much progress should be made in a specific time period—this year, this quarter, this month, this week?
**The Web Manager Angle**
- Beware of the “more” trap (X% more visitors/year)
- Create milestones so you have regular chances to promote and achieve successes
- Look to demonstrate behavior change or improved satisfaction with the agency and its products and services

## The Communications Problem 

- How do you convince employees, stakeholders, elected officials, and citizens that all this makes sense?
**The Web Manager Angle**
- Promote! Develop a communications plan
- Every agency has targeted communications vehicles, use them...don’t create new channels
- Show, don’t tell

## The Resources Problem 

- Is there enough money to make progress?
- Do we have the authority and flexibility we need to achieve our goals and mission?
**The Web Manager Angle**
- There’s never enough money, you have to *fight* for it every time
- Show how the site helps the mission
- Link how more tools and resources will help the site better and more cost effectively meet the mission
- FSIS example (annual):
- Visitors: 5,953,867 (48% unique)
- Page views: 21,386,651 (avg.: 3.59 views/visitor)
- Hits: 148,027,165
- Break down your costs by customers served, it’s fractions of pennies per year to reach the largest targeted audience possible

## The Motivation Problem 

- How do you persuade employees, stakeholders, and partners to carry out the strategy with energy and intelligence?
**The Web Manager Angle**
- Involve them!
- Regularly ask for their opinions and feedback
- Show how feedback/audience analysis resulted in site improvements
- Learn what motivates them and target your efforts

## The Learning Problem 

- What must be done this year to get better next year?
**The Web Manager Angle**
- Look at what others are doing
- Meet with others who are doing this well inside and outside your agency (even the private sector)
- Monitor industry trends and best practices
- Update your plans, goals, and performance measures

## The Credibility Problem 

- How do we establish in the minds of citizens, stakeholders, senior managers, and elected officials that we are achieving our purposes and making a significant contribution to society?
**The Web Manager Angle**
- Promote, promote, promote
- Internally
- Externally
- Regularly
- Make it a goal to be a best practice on WebContent.gov!

## Contact Information

- Kate Donohue
- _[Kathleen.donohue@occ.treas.gov](mailto:Kathleen.donohue@occ.treas.gov)_
- (202) 874-4976
- Janet B. Stevens, PMP
- _[Janet.Stevens@fsis.usda.gov](mailto:Janet.Stevens@fsis.usda.gov)_
- (202) 720-9599