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Information Technology Functional Model

• New Media Functional Model

​Posted by: Mansour Baker

The information technology functional areas are grouped into activities or processes based on their need in accomplishing tasks.

Exhibit 1

The Information Technology Functional Structure Model

Described below are the functional statements for the Information Technology team

Level 2 Information Technology Functional Statements

IT Strategy & Planning

• Plan the organization’s future IT needs in terms of networks, systems and general applications, hardware and desktop software, coordinate with departments to identify and fulfill requirements
• Define integration and system standards
• Manage deployment of all IT systems and networks
• Develop IT policies and procedures
• Coordinate budgets in conjunction with business units to define their own budgets and requirements
• Liaise with Procurement Department to prepare RFP’s and evaluate offers (technical aspect)
• Monitor and record spending, conduct price benchmarks

IT Operational Support

• Manage entire IT infrastructure (operating environment, server infrastructure, hosting plan, etc.) and maintain all corporate systems ERP (Enterprise Resource Planning System), HRMS (Human Resource Management System), etc.
• Manage IT data networks, provide dedicated database / libraries administration services
• Define and deliver security policies as well as disaster recovery plans
• Provide technical support to internal clients
• Conduct system maintenance and upgrades

IT Vendor Management

• Develop effective sourcing agreements
• Manage vendors to ensure development, implementation, and delivery of all outsourced IT efforts
• Set standards for use and management of outsourcing vendors 
• Set and monitor service level agreements with providers
• Conduct products and systems testing
• Manage licensing agreements
• Profile, pre-qualify and track supplier performance, keep preferred vendor list
• Monitor and record spending, conduct price benchmarks
• Identify outsourcing opportunities

IT Desktop Support

• Provide maintenance for office applications, computers, and networks for IT users 
• Provide front desk help for IT users
• Propose IT training and development for IT staff and users

New Media Functional Model

Exhibit 2

New Media Level 3 Operating Model

Described below are the functional statements for the New Media team

Level 2 New Media Functional Statements

Digital Editorial

• Responsible for editorial content
• Define publishing schedule and target update frequency levels
• Coordinate with web editors to ensure timeliness and quality of content contributions
• Coordinate web production with web producers
• Generate and execute new ideas
• Produce original online only content based on offline themes
• Select and repurpose offline content and archive materials

Digital Production

• Responsible for all content production and interactive feature development, including operation of all sites
• Responsible for user experience and interface, and all aspects of creative design
• Coordinate with Information Technology and Ad Sales for interdependent functions like inserting banner ads on web pages, new application needs

Digital Technology

• Set the overarching technical vision for the digital organization
• Define department’s technology requirements and budgets for media technology as well as New Media specific IT requirements
• Liaise with Corporate IT on all system related hardware and software: purchasing, maintenance and upgrades
• Liaise with procurement on all non-system related equipment and all New Media related applications
• Provide IT systems support
• Work with other New Media divisions as IT Relationship Manager to define needs and align resources
• Define performance expectations and guidelines for the IT organization
• Ensure effective integration with both Corporate and Technology elements

Partnerships

• Establish and manage relationships with potential partners – e.g., content providers
• Establish relationships necessary to offer alternative customer payment gateways – e.g., mobiles, coupons
• Evaluate new business opportunities – M&A, launching new brands

Marketing

• Develop the overall Marketing Strategy for all company websites and platforms
• Guide Marketing teams of all assets for their New Media promotion strategy for online and offline vehicles 
• Support assets in brand strategy development, campaign development, campaign execution, online marketing, offline marketing & creative development
• Analyze web traffic and present key findings to the Digital Editorial and Digital Production teams

Level 3 Digital Production Functional Statements

Creative

• Responsible for user experience and interface, and all aspects of creative design 
• Design the homepage, channels, and archives structure
• Participate in “real estate” allocation discussion between editorial, advertising and circulation
• Write or repurpose code for HTML, flash animations and interactive applications (e.g., quizzes, polls, databases)
• Create or repurpose flash animations, video, audio, and mobile features
• Define the “look and feel” for the sites
• Create new visuals form image library or photo studio

Production

• Act as dedicated production resource for each asset – owner of and responsible for site production, coordination with web editors 
• Integrate editorial, advertising, circulation, and technology elements for preview
• Conduct final checks on: Layout, Text, Visuals, Applications
• Upload content to website and content management system
• Conduct quality control and maintain site performance statistics system
• Monitor syndication/ distribution relationships
• Optimize web pages for search engines like Google

Level 3 Digital Technology Functional Statements

Application Management

• Collect content management and workflow management requirements that will serve print and digital, and develop budget accordingly
• Develop and manage the overarching application architecture and ensure all development work adheres to standards set 
• Conduct reviews and support applications to ensure they work according to requirement specifications
• Provide training to end users for the content management & workflow systems
• Ensure proper meta-data and rights information in content management systems
• Support applications and ensure full leverage of system capabilities

Projects

• Interface with business development to scope technical needs for “experimental” and other projects
• Investigate innovative opportunities to leverage technology to deliver new digital capabilities
• Provide development services for “experimental” projects

Level 3 Partnerships Functional Statements

Strategic Alliances

• Establish and manage relationships with external partners for distributing content through new media platforms (e.g., mobile, IPTV)
• Establish and manage relationships with major external content providers
• Establish and manage relationships with external providers to support new payment gateways (e.g., mobile, coupons)

Strategic Opportunities

• Evaluate M&A opportunities and conduct initial reviews and negotiations
• Evaluate opportunities to launch new online brands
• Obtain approvals for any New Media opportunities

​Digital Marketing Services

Digital marketing provides various services to the private & public sectors. The key services to a successful digital marketing are as follows:​
​

1. Digital media content creation
2. Influencer marketing
3. Social media promotion management and engagement
4. Social media monitoring and analysis
5. Digital media strategy development

​Competitive Environment

In a competitive environment, the focus should be on increasing the network of influencers, growing strong platform brands, content creation & promotion, and a client base with a strong referral base.

Exhibit 3

​Strategic Focus Areas

​HR Role in Digital Marketing

As demand for digital marketing has grown, so has the number of digital specialist jobs needed in digital marketing companies.

​Some critical roles in digital marketing are as follows:
​

1. Business Development Manager
2. Account Manager
3. Influencer Marketing
4. Copywriter (content)
5. Social Media Community Operator
6. Social Media Analyst

​What qualities are companies looking for in a digital marketing role?
​

1. Hands on digital work experience
2. Interest in the future of the digital industry
3. Social media experience
4. Previous marketing experience
5. Culture awareness
6. Ethics

​Community Operator Sample Job Description

​Job Purpose

• Monitor & maintain the publishing of content across various marketing social feeds platform channels.

Key Accountabilities

• Support the account team in the publishing & monitoring of content on various marketing social feeds platforms.
• Attend meetings with an account manager to discuss and obtain the requirements.
• Publish & monitor the approved content on various marketing social feeds platforms.
• Ensure questions received from various marketing social feeds platforms are forwarded to the account manager.
• Publish the answer received from the account manager against the correct social feed platform.
• Ensure all questions & answers are archived in the system.
• May be required to create content on various marketing social feeds platforms.
• Collaborate with the account team throughout the account life cycle to meet or exceed requirements.

​Minimum Experience

• Minimum 2 - 3 years of relevant experience in a digital marketing role

​Job Specific Skills

• Good knowledge and understanding of social media platforms technology
• Self-motivated and able to execute with limited oversight
• Effective communication skills

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