City of Edinburgh website strategy

The City of Edinburgh Council Developing a Web Strategy Jadu Experience Day1

Is a Web Strategy just too difficult to tackle?

Direction of travel… • What do you want to achieve and how will you decide this? – Initial consultation and research – Internal drivers, priorities, pressures and expectations – External pressures, trends and unknowns

Elements of a Web Strategy• Core Elements: – Aims, Objectives and Deliverables • Communications Strategy • Priorities and approach • Customer Strategy • Content Management and Development • Web Governance • Performance and monitoring • Future Planning and Development

Who decides what you do • Decision processes – Who owns and leads the strategy – Who decides funding content approach – Who manages the roadmap and actual development – How do you report to demonstrate benefits, plan future development and ensure future funding

Edinburgh’s Web Services Project 2009 - 2011

Objectives, Changes & Benefits

Communication- Project/postProject• Aims and Objectives• Activities• Achievements

Customer research - Project• Experiences• Frequency• Purpose• Expectations• Preference – potential features – page layouts – design

Customer research report

Customer research beyond Project12

Content management - Project• Identified top tasks• Commissioned required functionality• Developed IA and design• Planned and developed content• Trained 210 publishers in CMS and content development

Customer Focused Content Training Now Hilary must decide whether to scroll down this list below or click on this link to view the nursery classes in primary schools. Could this information have been amalgamated?A lot of downloads –are these necessary?

Priority content – initial listTop tasks Socitm * Our stats Survey: Survey: Total (top 50 public organisatio areas) nsParking y y y y 4Rubbish collection/recycling/waste y y y y 4Planning y y y y 4Roads y y y y 4Council business y y y y 4Schools/youth y y y n 3Housing y y y n 3Job vacancies y y y n 3Libraries y y y n 3Council tax y y y n 3Adult/further education y y y n 3Bus information/trams y y y n 3Building control y y y n 3Social care y y y n 3Environmental problems y y y n 3Consultation n y y y 3Events information y y y n 3

Priority content & key tasksPriority areas Top 5 tasks Top related tasks Project Owner Web Coord.Trial areaParking 1. Pay/dispute a parking fine; Report illicit Janet Johnston Ciaran 2. Find parking rules and charges for parking; on-street parking (pay by mobile) Report abandoned (current impact of roadworks); vehicles; join the 3. Locate car parks; City Car Club 4. Apply/renew a parking permit; 5. Locate park and ridesPhase 1 areasRubbish and 1. Find out bin days - rubbish and Report other Janet Johnston Mairhi recycling recycling; Environmental 2. Arrange special uplift; problems (dog 3. Find out what can be recycled and fouling - noise where - community recycling Antisocial centres behaviour). Find out 4. Order new bin (any type) about waste 5. Report rubbish hotspots / fly tipping education.

Content development – priority order 1. AZ related pages 2. First priority areas 3. Second phase related areas 4. Forms 5. Images 6. Specialist content (Galaxies, directories) 7. Corporate areas 8. Other areas requiring owners 9. Content re-development/prep 10. Publishing on site

Content M&D – post Project• Completed remaining Ph2 core content areas• Preparations for SOCITM ‘11• Phase 2 of the WS Project - Intranet Oct ‘11• Website reviewing• Winter!• Intranet population Feb/Mar ’11• Website/Intranet feedback reviewing• Prepared for SOCITM ‘12 – Aug/Sept ‘11• Content review methodology bedded in• Programme of work Nov ‘11 onwards• Intranet review – priority areas Dec ‘11 – Mar ‘1219

Web Governance – on Project • Council Web and New Media Board • Departmental Web Board • Editorial group • Intranet Development group • Website Development group

Web Governance rolesWeb coordinatorcoordinates department’s approach to the web (1 FTE for each dept)Web editorreviews content created by authors andapproves/rejects/amendsWeb authorcreates new and edits existing content

Workflow roles

Web Governance - post Project• Embedding decision processes• Department Web strategies and road maps• Review of Web Governance23

Performance and Monitoring –Project/post Project• Web Statistics – project role• Performance – identifying KPIs• Identifying tools• Training and development24

Reviewing the Strategy • Impact of: – Changes in Council Strategy – Social Media trends – Scottish Government – UK Central Government/EU – Changing technologies25

Web Strategy• Core Elements: – Aims, Objectives and Deliverables • Communications Strategy • Priorities and approach • Customer Strategy • Content Management and Development • Web Governance • Performance and monitoring • Future Planning and Development

Sally KerrThe City of Edinburgh Council sally.kerr@edinburgh.gov.uk www.edinburgh.gov.uk @WeeBletherer

City of Edinburgh website strategy

by Jadux11 on Nov 17, 2011

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City of Edinburgh website strategy — Presentation Transcript