Qui définit la technologie dans votre entreprise?

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La définition de la technologie est:

l'application pratique de la science au commerce ou à l'industrie

Il y a quelque temps, j'ai demandé: «Si votre service informatique tuait l'innovation«. C'était une question qui a suscité toute une réponse! De nombreux départements informatiques ont la capacité d'étouffer ou de permettre l'innovation… Les départements informatiques peuvent-ils même étouffer ou favoriser la productivité et les ventes?

Aujourd'hui, j'ai eu le plaisir de rencontrer Chris de Compendium. C'était une conversation animée et nous avons fini par aller environ 45 minutes après où nous voulions.

L'un des éléments intéressants de la conversation a été de discuter de qui détenait la décision d'acheter une plate-forme ou des services de référencement. Nous avons tous les deux soupiré lorsque cette décision est tombée entre les mains d'un représentant informatique. Je n'essaie en aucun cas de dénigrer les professionnels de l'informatique, je compte sur leur expertise au quotidien. Bloguer pour le référencement est une stratégie d'acquisition de leads… a responsabilité marketing.

Cependant, il est curieux qu'un service informatique soit souvent chargé d'une plate-forme ou d'un processus qui détermine les résultats de l'entreprise. Trop souvent, je vois les résultats commerciaux (innovation, retour sur investissement, facilité d'utilisation, etc.) prendre du recul dans la décision d'achat.

En nous sélectionnant comme plateforme de blogs d'entreprise, c'est souvent le service informatique qui pense pouvoir mettre en place un lunette de vue Haute Gamme gratuite solution pour les blogs. Un blog est un blog, non?

  • Passons sur que le contenu n'est pas optimisé
  • Passons sur que la plateforme n'est pas sécurisée, stable, sans entretien, redondante, etc.
  • Passons sur que la plate-forme n'est pas évolutive pour des millions de pages vues et des dizaines de milliers d'utilisateurs.
  • Passons sur que l'entreprise qui l'a construit a dépensé des centaines de milliers de dollars en recherche et développement pour garantir les meilleures pratiques et la conformité des moteurs de recherche.
  • Passons sur que l'interface utilisateur est simple à utiliser pour tout le monde, sans aucune formation intensive.
  • Passons sur que le système est automatisé de sorte qu'aucune connaissance de l'étiquetage et de la catégorisation n'est nécessaire.
  • Passons sur que notre personnel surveille les progrès de nos clients pour assurer leur succès.
  • Passons sur que la plate-forme s'accompagne d'un coaching continu pour aider les blogueurs à développer leurs compétences et à augmenter leur retour sur investissement au fil du temps.

Avec le référencement, c'est souvent le même argument. J'ai même été du côté opposé de l'argument du référencement, en vous disant que vous n'avez pas besoin d'un expert SEO. Jeremy m'a rappelé ce post… doh!

Mon point était que trop d'entreprises n'ont AUCUNE optimisation pour les moteurs de recherche et manquent beaucoup de trafic pertinent. S'ils ont juste fait le minimum, ils pourraient au moins mettre ce beau site sur lequel ils ont dépensé 10 XNUMX $ devant quelques visiteurs. Ce billet a été rédigé pour la grande majorité des entreprises qui n'ont ni concurrence ni optimisation… c'était un plaidoyer pour au moins faire le minimum.

Pour les entreprises des secteurs concurrentiels, l'optimisation à 80% n'est même pas proche. 90% ne suffit pas. Pour obtenir un classement n ° 1 sur un terme très compétitif, il faut l'expertise de l'une des rares entreprises au monde. Si vous êtes sur une page de résultats de moteur de recherche, même modérément compétitive, votre service informatique ne vous mènera pas au premier rang. Vous serez chanceux s'ils vous obtiennent même sur la première page de résultats.

Vous ne mettriez pas votre service informatique en charge de votre équipe de vente, mais vous les mettriez en charge d'une technologie qui pourrait empêcher votre entreprise de réaliser des ventes. Si vous allez appliquer la technologie de manière pratique… assurez-vous de bien étudier les opportunités et les avantages avant de penser que vous pouvez le faire seul!

5 Commentaires

  1. 1

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

    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 pas 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 financement de risque, 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 moitié 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

      Salut Robbie !

      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 possible, it's whether you want to do it yourself or if you want someone else to do it for you.

        Oui, 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 pourquoi that single post would get more traffic. The reason is mostly because Compendium la société 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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