A lot of those things can be combined I think.  It all depends on the type of work that you want to be taking on, and how niche those areas are.  If you would like to discuss in detail feed free to contact me on 07712 255 379.

regards,

Denis
www.naxtech.com

This is how New Media is set up at Breast Cancer Care. We are a charity and New Media sits in our core service delivery team so this model may not be 100% applicable.

From my experience, the key is to have internal buy-in from the top of the organisation and to be empowered to drive...

STRATEGY & LEADERSHIP
Head of New Media
•    Strategic planning
•    Internal consultancy
•    project groups
•    External representation
•    Team management

CONTENT & DEVELOPMENT
New Media Manager
New Media Editors x2
Programmer
•    Information architecture
•    Usability and accessibility
•    Content planning
•    Image sourcing and editing
•    Content tailoring
•    Newsletter production
•    Podcast
•    Web editing
•    Web copywriting
•    Internal training
•    Knowledge sharing   
•    Design and layout
•    Content Management System
•    Servers
•    Project management
•    System development
•    Online applications
•    Flash tools
•    Templates
•    Applications
•    Wed data delivery
•    Suppliers management

ONLINE COMMUNITY
Online Community Manager
Assistant
Sessional facilitators x5 – Live Chat hosts x2
•    Discussion Forums
•    Live chat
•    UGC
•    Future web based services

E-MARKETING
E-Marketing volunteer
•    Traffic analysis and reporting
•    Search Engine Optimisation
•    Trend analysis
•    Keyword promotion   
•    KPI monitoring
•    Campaign advisory service
•    Usability and accessibility
•    External community sites

CLINICAL INFORMATION & ADVICE
Clinical Nurse New Media
•    Clinical advice
•    Content production   
•    Breast cancer news
•    Podcast

Liaising with other teams like IT for hosting and security...

Based on my experience working at and with a wide range of agencies, here are my thoughts.  I hope they're useful!

1) New business pipeline

You need to make sure you have a strong sales pipeline that's looking for new clients and generating potential projects.  In my experience, a strong pipeline is created by good Account Managers, so that would be one recruitment priority.  Make sure that they have 'real world' digital experience, as it's easy to come seriously unstuck pitching for digital projects if you don't know the potential pitfalls.

2) Project management

I agree completely with Stephen that good project management is vital to any digital group.  Digital projects are very different to print projects and you'll need someone who understands how to manage them well so you're delivering on time and on budget.

3) Design and technical

These are the two key foundations of good digital work.  You'll need someone to make your products look fantastic and someone who makes them work brilliantly.

If you're starting from scratch, I'd advise hiring the most experienced designer and developer you can afford - you're effectively recruiting your Creative Director and CTO.

4) Outsourcing

Again, I agree with Stephen that you don't have to recruit all the skills you've listed - you can buy them on the open market.  I'd start with a small core team and a range of freelancers and partners to assist with specific needs.  You can then bring skills in-house as your needs develop.

5) Strategy

Finally, I recommend that you have a really clear strategy about what you want to achieve and what sort of work you want to do.  There's a huge variety of work out there from technically-led web engineering to creatively-led Flash 'experiences'.  Different types of work require different skill sets and this will drive your recruitment at a basic level. 

I've barely scratched the surface of this subject, but hopefully you'll find the above useful.  I do consulting work with agencies on this kind of thing, so feel free to contact me if you'd like to discuss this further.

Mike Heroys

The main roles you have defined seem a good fit - as part of the update to the E-consultancy  Managing an E-commerce team report, I have interviewed managers across a range of organisations to determine the types of digital roles used - and common practice fits your prooposal well.

A good range of practical suggestions in the other posts. I would agree that  some  activities (search, affiliates) are best outsourced since it  will be difficult to attract the level of expertise you need. Many of the managers I interviewed suggested this. I would have a single SEM role and then outsource specific SEO & PPC activities to an agency.

For affiliate marketing, i would make that a broader partnerships/online PR role and they would be involved in full scope of engaging customers in conversations offsite, e.g. social networking, reputation management.

I do think you need an internal analytics experts(s) rather than outsourcing that though, since the insights they can generate and their reports on evaluation of existing activities (diagnostics of existing processes are a big part of our new report) will be crucial to deliver better results to your internal customers.

Having sufficiently experienced a/c managers who can advise brands on digital strategy (rather than just the individual media channels) will also be important.

HTH, Dave Chaffey
www.davechaffey.com

Hi,

I've just completed this on behalf of Bacardi in London. The task was to close down an interactive function in Washhington DC and create a new team in London so I have direct experience of what you are trying to achieve.

I think the answer depends on what you want to achieve. Yes you can have in-house developers but is that where your division will add value.

My company Bletchley Group, www.bletchleygroup.com works with senior marketers and business leaders to implement digital changes in their business.

Please feel free email me or call on +44 (0) 207 851 456.