Paving the Way for Web Governance

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  • Georgy CohenlContentEd 2017l

    Paving the Way forlWeb Governancel

  • Lets talk about governance.

    (Lets talk about you and me.)

  • OHO INTERACTIVE

    What is web governance, anyway?

  • OHO INTERACTIVE

    What is it?

    Creating structure and accountability to support the achievement of your content goals.

    What is governance, anyway?

  • OHO INTERACTIVE

    How do we get there?

    Consistent process

    Defined roles & responsibilities

    Empowerment via tools, knowledge, and community

    What is governance, anyway?

  • OHO INTERACTIVE

    Consistent process

    Defined roles & responsibilities

    Empowerment via tools, knowledge, and community

    How do we get there?

    What is governance, anyway?

  • OHO INTERACTIVE

    No, really. How do we get there?

    Promote culture change via sustained transparency, open communication, and strong relationships.

    What is governance, anyway?

  • OHO INTERACTIVE

    No, really. How do we get there?

    Then set realistic and sustainable expectations.

    What is governance, anyway?

  • OHO INTERACTIVEWhat is governance, anyway?

  • OHO INTERACTIVE

    Higher ed is special.

  • The politics of the university are so

    intense because the stakes are so low.

    Wallace Sayre (Sayres Law)

  • OHO INTERACTIVEHigher ed is special

  • OHO INTERACTIVEHigher ed is special

  • 85%of U.S. college prospects cite the website as

    their top method of seeking information

    Source: OHO Interactive research

  • OHO INTERACTIVEHigher ed is special

    Factors Inhibiting a Strategic Website

    Politics

    Decentralization

    Silos

    Lack of nimble decision-making

    Lack of accountability

    Fear of change

  • Change is inevitable

    Change aint easy. But standing still is not an option. If our institutions dont mature as digital organizations, we risk losing our audience and failing to achieve our goals.

    We cant impose change overnight if we want it to last. By priming our community to understand and accept change, and in the process laying a groundwork for meaningful web governance, we are investing in the long-term viability of our website as a tool for strategic success.

    Governance is cool

  • OHO INTERACTIVE

    Change is necessary

    If we dont mature as digital organizations, we risk failure.

    Higher ed is... special

  • OHO INTERACTIVE

    But change cant come overnight

    We must prepare our community to understand, accept, and embrace change for the long haul.

    Higher ed is... special

  • OHO INTERACTIVE

    Soft power vs. hard power

    Education

    Relationships

    Culture

    Community

    Roles

    Ownership

    Workflow

    Policies

    Accountability

    Higher ed is... special

  • OHO INTERACTIVE

    Transparency is cool.

  • OHO INTERACTIVE

    The importance of transparency

    Transparency flies in the face of silos, which are endemic to higher ed. Silos seclude people from one another and disconnect people from streams of information. This creates redundancy and inefficiency, inhibits the ability to gain broad buy-in, and makes communication challenging.

    But when you strive to foster transparency, the walls fall away. People become humans, not just names on a list. Information becomes common knowledge, not the stuff of legend. Communication and connections become the currency by which things get done.

    How can you foster transparency? There are a few simple things you can do that will go a long way toward creating a more open (and more productive) work environment.

    Governance is cool

  • OHO INTERACTIVE

    Demystify the web

    Transparency is cool

  • OHO INTERACTIVE

    These early conversations may be one-on-one, but they present a great opportunity to begin making one-to-many connections. As you start talking to people, begin connecting them to one another. Informally, at first. (Oh, you send a newsletter to

    Relationship building

  • Show your work

    (Remember to carry the one!)

  • OHO INTERACTIVE

    Identify & map to institutional

    objectives

    Share your process

    Gauge savvy & attitudes toward web

    Confirm goals, audiences, and messages

    Audit, analyze, test to gauge effectiveness

    Examine roles, permissions, and workflow

    Gauge support for web tasks

    Education & training

    Begin building community structures

    Show your work

  • OHO INTERACTIVEShow your work

    Identify & map to institutional

    objectives

    Share your process

    Gauge savvy & attitudes toward web

    Confirm goals, audiences, and messages

    Audit, analyze, test to gauge effectiveness

    Examine roles, permissions, and workflow

    Gauge support for web tasks

    Begin building community structures

    Education & training

  • OHO INTERACTIVE

    Strategic Plan

    Show your work

    Map out how web explicitly supports defined priorities

    Understand executive priorities

    at each level

  • OHO INTERACTIVE

    Project alignment

    Prioritization is especially important when the amount of project requests surpass the resources available to accomplish the work. With this in mind, WEB has made it our goal to use prioritization in order to ensure all aspects of website creation and maintenance, including content, graphic design, and web development, are aligned with strategic institutional initiatives as outlined in Educating Illinois.

    Show your work

  • OHO INTERACTIVEShow your work

    Identify & map to institutional

    objectives

    Share your process

    Gauge savvy & attitudes toward web

    Confirm goals, audiences, and messages

    Audit, analyze, test to gauge effectiveness

    Examine roles, permissions, and workflow

    Gauge support for web tasks

    Begin building community structures

    Education & training

  • OHO INTERACTIVE

    Share your strategy & process

    Show your work

  • OHO INTERACTIVE

    Share your guidelines

    Show your work

  • OHO INTERACTIVE

    Share your guidelines

    Show your work

  • OHO INTERACTIVE

    Share project status

    Show your work

  • OHO INTERACTIVEShow your work

    Identify & map to institutional

    objectives

    Share your process

    Gauge savvy & attitudes toward web

    Confirm goals, audiences, and messages

    Audit, analyze, test to gauge effectiveness

    Examine roles, permissions, and workflow

    Gauge support for web tasks

    Begin building community structures

    Education & training

  • OHO INTERACTIVE

    Key areas

    Show your work

    Awareness of brand, style, goals, audience

    Content decision-making & planning process/roles

    Content quality assurance

    Measurement strategy

    CMS pain points and workflow effectiveness

  • OHO INTERACTIVE

    Knowledge v. attitude

    Show your work

    Understands value of web as communication

    tool

    Sees full value More work to do Great opportunity! Great opportunity!

    Sees some value More work to do More work to do Great opportunity!

    Does not see full value

    Problematic More work to do More work to do

    Uninformed Partially informed Well-informed

    Understands needs and requirements for web

  • OHO INTERACTIVE

    Three types of people

    Show your work

  • OHO INTERACTIVE

    Three types of people

    Show your work

  • OHO INTERACTIVE

    Three types of people

    Show your work

  • OHO INTERACTIVEShow your work

    Identify & map to institutional

    objectives

    Share your process

    Gauge savvy & attitudes toward web

    Confirm goals, audiences, and messages

    Audit, analyze, test to gauge effectiveness

    Examine roles, permissions, and workflow

    Gauge support for web tasks

    Begin building community structures

    Education & training

  • OHO INTERACTIVEShow your work

    GoalsMessages Audience

  • OHO INTERACTIVE

    It is unlikely that you single-handedly can determine what the communications goals, top audiences, and key messages are for your institution, but you can begin to consider the possibilities and create a working draft to guide subsequent

    Goals, audience, message

  • OHO INTERACTIVEShow your work

    Identify & map to institutional

    objectives

    Share your process

    Gauge savvy & attitudes toward web

    Confirm goals, audiences, and messages

    Audit, analyze, test to gauge effectiveness

    Examine roles, permissions, and workflow

    Gauge support for web tasks

    Begin building community structures

    Education & training

  • OHO INTERACTIVEShow your work

    Content audit

    Competitor audit

    Analytics

  • OHO INTERACTIVE

    Share the outcomes (not just the reports)

    Show your work

  • OHO INTERACTIVE

    User testing

    Show your work

    One-on-one interviews

    Focus groups``

  • OHO INTERACTIVE

    Analyzing the results

    Governance solutions

    Website issues

    (e.g. content training, access to guidelines)

    (e.g. inconsistent content quality)

    Show your work

  • OHO INTERACTIVEShow your work

    Identify & map to institutional

    objectives

    Share your process

    Gauge savvy & attitudes toward web

    Confirm goals, audiences, and messages

    Audit, analyze, test to gauge effectiveness

    Examine roles, permissions, and workflow

    Gauge support for web tasks

    Begin building community structures

    Education & training

  • OHO INTERACTIVE

    =

    RACI Matrix

    Show your work

  • OHO INTERACTIVE

    Governance model

    Show your work

  • OHO INTERACTIVE

    Publishing workflow

    Show your work

  • OHO INTERACTIVEShow your work

    Identify & map to institutional

    objectives

    Share your process

    Gauge savvy & attitudes toward web

    Confirm goals, audiences, and messages

    Audit, analyze, test to gauge effectiveness

    Examine roles, permissions, and workflow

    Gauge support for web tasks

    Begin building community structures

    Education & training

  • OHO INTERACTIVE

    How are web responsibilities accounted for in the job descriptions of those for whom the web is a measurable task?

    Are the tasks explicitly listed?

    Does the individual receive reasonable time allocations to complete them?

    Do they get training, professional development, or budget?

    Resource audit

    Show your work

  • OHO INTERACTIVE

    HR is your friend.

    Learn how job descriptions are written

    Educate up about the true scope and strategic value of web tasks

    Discuss opportunities to sponsor or institutionalize training sessions

    Resource audit

    Show your work

  • OHO INTERACTIVEShow your work

    Identify & map to institutional

    objectives

    Share your process

    Gauge savvy & attitudes toward web

    Confirm goals, audiences, and messages

    Audit, analyze, test to gauge effectiveness

    Examine roles, permissions, and workflow

    Gauge support for web tasks

    Education & training

    Begin building community structures

  • OHO INTERACTIVE

    Training

    To sustain long-term web effectiveness, training should be a cultural function and expectation.

    Show your work

  • OHO INTERACTIVE

    Share your knowledge

    Show your work

  • One thing I was struck with was watching people interacting while

    they were waiting. We are all trying to do more with less these

    days; any opportunity to get strength and support from one

    another is a bonus.Michelle Tarby, Le Moyne College, Syracuse, New York

  • OHO INTERACTIVE

    Pre-training

    Invite people from across campus to listen to webinars from industry experts, or even invite a local professional or alum in the field to come and speak.

    Check if your institution offers free access to Lynda.com online training, and hand-pick relevant modules to promote.

  • OHO INTERACTIVE

    Pre-training

    Invite people from across campus to listen to webinars from industry experts, or even invite a local professional or alum in the field to come and speak.

    Check if your institution offers free access to Lynda.com online training, and hand-pick relevant modules to promote.

  • OHO INTERACTIVEShow your work

    Identify & map to institutional

    objectives

    Share your process

    Gauge savvy & attitudes toward web

    Confirm goals, audiences, and messages

    Audit, analyze, test to gauge effectiveness

    Examine roles, permissions, and workflow

    Gauge support for web tasks

    Education & training

    Begin building community structures

  • OHO INTERACTIVE

    Relationship building

    Show your work

    I have a question... Oh, tell me more...

  • OHO INTERACTIVE

    Relationship building

    Show your work

    Hey, talk to Blue, she has the same issue that you do.

    Oh, thanks!

    I have a question... Oh, tell me more...

  • OHO INTERACTIVE

    Maintain regular meetings and active lines of communication

    Model effective site governance

    Preview upcoming changes and get early buy-in and/or feedback

    Share resources & information

    Content communities

    Show your work

  • OHO INTERACTIVE

    Content communities

    Show your work

    Central Web Team

    Department X Department Y

  • OHO INTERACTIVE

    Content communities

    Show your work

    Central Web Team

    Department X Department Y

  • OHO INTERACTIVE

    xx

    Content communities

    As a one-man team, I wanted the

    opportunity to share ideas and talk

    shop with other web professionals

    on campus but, desiring more than

    just a community, I also saw an

    opportunity to crowdsource

    resources and professional

    development for all web

    professionals on campus.

    Rachel Carden, University of

    Alabama

  • While we as web professionals can know best practices and try to

    add value to our colleagues content, we cant be everywhere at

    once. Through thoughtful and intentional governance, we can

    add more value to more content.Nicholas OBrien, Bates College, Confab Higher Ed 2014

  • Thank you.

    @radiofreegeorgy

    georgy@oho.com