Website Governance: Tips for Defining a Successful Strategy
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Website Governance: Tips for Defining a Successful Strategy

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In this presentation, Tony Poillucci, Vice President of Strategy and Creative from VisionPoint Marketing will address content creation and publication across various levels of responsibility for ...

In this presentation, Tony Poillucci, Vice President of Strategy and Creative from VisionPoint Marketing will address content creation and publication across various levels of responsibility for content creators, editors and unit leaders, among many others.

Learn more at: http://www.percussion.com

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Website Governance: Tips for Defining a Successful Strategy Website Governance: Tips for Defining a Successful Strategy Presentation Transcript

  • GOVERNANCE HOW THE 5Rs PROTECT YOU FROM THE ‘FRANKENSTEINING’ OF YOUR WEBSITE presented by: Thursday, May 23, 13
  • Introductions Tony Poillucci Vice President of Strategy & Creative VisionPoint Marketing @ahatony Thursday, May 23, 13
  • About VisionPoint > > > > > > > Established in March 2001 & located in Raleigh, NC Specialize in online marketing consultation and execution Serve: Large & Small; Public & Private; Grad, Post-Grad, Undergrad, CC Web, branding, inbound marketing, strategy, consultation, etc Focus on what’s right for our clients Dedication to results and long-term relationships Speaking on marketing at CASE, AMA, eduWeb, + regionally Thursday, May 23, 13
  • This will not be fun Thursday, May 23, 13
  • Setting Expectations A lot to cover in only 45 minutes (fast talker) We want to hear from you (why are you here?) Submit comments & questions Q&A time at end Thursday, May 23, 13
  • Agenda 1. What is WG & why is it so important? 2. Laying the groundwork 3. Creating your plan (the 5Rs) 4. Putting it into action 5. Q & A Thursday, May 23, 13
  • What is website governance & why is it SO important? Thursday, May 23, 13
  • Website Governance Your institution’s structure of people, process and policies to maintain and manage your website over time. Thursday, May 23, 13
  • Thursday, May 23, 13
  • well-meaning content contributors can’t contribute content & design is off brand investment into new website wasted cobbled-together, rogue websites & non-approved sections poor content quality (bad grammar, photos, video, etc) Thursday, May 23, 13 one group or person being a bottleneck for getting content published
  • Okay, so how do I build a governance plan? Thursday, May 23, 13
  • Laying the groundwork Thursday, May 23, 13
  • Steps to building a solid foundation 1. 2. 3. 4. Thursday, May 23, 13 Define goals (vision for future) Conduct current-state analysis Get executive level support Build your teams
  • 1. Define goals (vision for future) > What are the general institution goals as they pertain to content? > Which publishing model fits your culture the best? > Which roles/people will be involved? Thursday, May 23, 13
  • A robust, cohesive website with lots of useful and compelling content published by SMEs, that supports our brand and motivates our target audiences. Thursday, May 23, 13
  • 2. Conduct current state analysis > > > > Thursday, May 23, 13 What is your content culture like? What types of resources do you have? What tools do you have (style guides, content guidelines, etc)? What challenges is your institution facing (tech, political, etc)?
  • Thursday, May 23, 13
  • Thursday, May 23, 13
  • Tuition & Fees Cost Comparisons Financial Aid Scholarships Thursday, May 23, 13
  • Tuition & Fees Cost Comparisons Financial Aid Scholarships Thursday, May 23, 13
  • 3. Get executive level support > Leadership NEEDS to understand the value of the web & content > Plenty of research and stats about importance of website to prospective students & other constituent groups Thursday, May 23, 13
  • Content is KING Great site = great content = many content contributors = unwieldy Thursday, May 23, 13
  • 3. Get executive level support > Define value at the executive level by addressing things they care about like: > > > > ROI (decreased ROI to marketing efforts if web not a priority) Impact on brand perception Cost savings (no need for costly redesigns, efficiencies = cost savings, elimination of overspending on outside tech & consultants) Impact on culture > Build case for many people to be involved Thursday, May 23, 13
  • 4. Build your teams > Web Management Team (WMT) > > > > Marketing Strategy / Communications / PR Content Development (writing, video, etc) Technology Design > Web Advisory Committee (WAC) > > The most influential people from each unit who ‘get’ what you’re trying to do. Evangelists > Executive Leadership > Important to have their presence at key meetings > Encourage informal groups > > > Thursday, May 23, 13 Content developers Students bloggers (meet on monthly basis)
  • Creating your plan (the 5Rs) Thursday, May 23, 13
  • The 5Rs * 1 2 Responsibilities Roles 4 Rules 3 Relationships 5 Review * Special thanks to Candi Harrison: http://candioncontent.blogspot.com Thursday, May 23, 13
  • *DISCLAIMER This is a STRUCTURE for creating a plan. The actual details will be unique based on your individual goals, resources and culture. Thursday, May 23, 13
  • 1 Roles Thursday, May 23, 13
  • Roles Responsibilities Relationships Rules Review Who’s involved? Anyone that has a role in doing something for the web operations in a routine way such as: > producing content > reviewing content > editing content > maintaining content > contributing to overall website strategy & policy > supporting & enforcing policy > tech, UX, brand decisions Thursday, May 23, 13
  • Roles Responsibilities Relationships Rules Review Content Contributor Content Editor Hands-on Information Technology Services Web Advisory Committee Oversight & Advisory Executive Leadership Thursday, May 23, 13 Content Owner Web Management Team Unit Leader Leadership
  • 2 Responsibilities Thursday, May 23, 13
  • Roles Responsibilities Relationships Responsibilities Each of the various players’ responsibilities > What do each of the Roles do? Thursday, May 23, 13 Rules Review
  • Roles Responsibilities Relationships Rules Review Content Contributor Content Editor Hands-on Information Technology Services Web Advisory Committee Oversight & Advisory Executive Leadership Thursday, May 23, 13 Content Owner Web Management Team Unit Leader Leadership
  • Roles Responsibilities Unit Leader Content Owner Relationships Content Contributor Rules Content Editor Deans, Senior Directors, VPs and other unit leaders within the college > Responsible for driving the overall content strategy (unit-specific positioning, messaging, tone & voice) > > Thursday, May 23, 13 Designate Content Owners and approve recommended Content Contributors & Content Editors Ultimately accountable for the accuracy & quality of content, as well as to adherence to standards & processes Review Hands-on
  • Roles Responsibilities Unit Leader Content Owner Relationships Content Contributor Rules Content Editor Communications specialists, mid-level managers, etc. > Determine what type of content gets published, how frequently it gets published and who publishes it > > > > Thursday, May 23, 13 Responsible for recommending Content Contributor(s) and Content Editor(s) within their unit Responsible for certain content in which they are expert May create, approve and post content Accountable for the accuracy & quality of content, as well as to adherence to standards & processes Review
  • Roles Responsibilities Unit Leader Content Owner Relationships Content Contributor Rules Content Editor Experts in specific types of content > Responsible for the creation of certain content in which they are expert > > Thursday, May 23, 13 May post that content to the website Trained in the use of CMS editing functions and website standards & processes Review
  • Roles Responsibilities Unit Leader Content Owner Relationships Content Contributor Rules Content Editor Strong grammar, editorial background, attention to detail > Responsible for reviewing and editing content provided by the Content Contributor for grammar, content standards, and tone & voice prior to it being published on the site > > Thursday, May 23, 13 May post that content to the website Trained in the use of CMS editing functions and website standards & processes Review
  • Roles Responsibilities Web Management Team Information Technology Services Relationships Web Advisory Committee Rules Oversight & Advisory Marketing/Communications/PR/Web Team > Directly responsible for administration and overall success of website. Also responsible for: > > > > > > > Thursday, May 23, 13 Strategic planning to meet college online communication goals Training all Content Community Compliance enforcement of standards and policies Review of unit-specific development projects Acts as both the content contributor and content owner for college-wide content (versus ‘unit-specific’ content) of the website Advises on content strategy for website Can initiate introduction of policies regarding the management of website, strategy and content Review
  • Roles Responsibilities Web Management Team Information Technology Services Relationships Rules Web Advisory Committee ITS, Webmasters, Developers > Provide support to WMT and WAC on technology related decisions (CMS, 3rd Party, etc) > Thursday, May 23, 13 Responsible for implementing the administration of roles and permissions within the CMS Review
  • Roles Responsibilities Web Management Team Information Technology Services Relationships Rules Web Advisory Committee Includes representatives from across the institution (aka: WAC) > Provides the WMT with broad-based input on web issues that have a bearing on governance > > > Thursday, May 23, 13 Provide input on major development projects that have a deep impact on the site’s overall strategy, IA, technology and / or functionality May support the WMT on issues of compliance enforcement Develop policies regarding the website and make policy recommendations to Executive Leadership for final approval Review
  • Roles Responsibilities Relationships Rules Executive Leadership President, Vice Presidents, Deans, Directors, etc > Defines strategic role of website in the college > > Thursday, May 23, 13 Ensures website’s development and maintenance are adequately resourced Broad authority that can set policy, settle disputes and enforce compliance Review
  • 3 Relationships Thursday, May 23, 13
  • Roles Responsibilities Relationships Rules Relationships How the roles interact with one another, including: > Who trumps whom and how > The checks and balances to maintain the efficiency of the system Thursday, May 23, 13 Review
  • Unit Leader Defines messaging strategy Content Owner Content Contributor Web Management Team Provide direction to Content Owner for theirContent unit’s content Information Technology Services Editor Web Advisory Committee Guidelines Must comply with guidelines, owned Executive by the WMT Leadership Thursday, May 23, 13
  • Unit Leader Content Owner Unit Leader is informed by Web WAC and enforces action Management Team against Content Contributor Content Contributor WAC recommends disciplinary action Content against Content Editor Contributor Web Advisory Committee Executive Leadership has final approval or veto power Thursday, May 23, 13 Information Technology Services Executive Leadership
  • Unit Leader Content Owner Web Management Team Unit Leader submits request to WAC Thursday, May 23, 13 Content Owner identifies need for 3rd party app & requests Content Content Contributor permission from Unit Editor Leader Information Technology Services WAC Web Advisory consults ITS Committee WAC approves or rejects request Executive Leadership
  • 4 Rules Thursday, May 23, 13
  • Roles Responsibilities Relationships Rules Review Rules A set of documents including supporting policies, procedures and/or guidelines that are required for use by the roles as they write, review, edit, approve/reject and publish content. They may include the following: Thursday, May 23, 13
  • Roles Responsibilities Relationships Rules Review Content Guidelines > > > > > > Appropriate content Writing for the web Writing styles Multimedia content Accessibility & SEO Accurate & interesting content > Nomenclature > Formatting > etc. Thursday, May 23, 13
  • Roles Responsibilities Relationships Brand and Style Guidelines Thursday, May 23, 13 Rules Review
  • Roles Responsibilities Relationships Content Workflow Process Thursday, May 23, 13 Rules Review
  • Roles Responsibilities Relationships Rules Social Media Integration and Publishing Policies Thursday, May 23, 13 Review
  • Roles Responsibilities Institution-wide Policies Thursday, May 23, 13 Relationships Rules Review
  • 5 Review Thursday, May 23, 13
  • Roles Responsibilities Relationships Rules Review Review How you ensure that those in your content community are following the rules AND that your publishing process is efficient AND that your website is achieving its goals and is maintained over time. Thursday, May 23, 13
  • Roles Responsibilities People Relationships Process Process Performance People Rules Review Performance Reviews whether or not you have the right processes in place and that Reviews accountability and of your website. Reviews the quality your plan is working efficiently. makes sure people do what they’re supposed>to do.your website achieving its goals? Is > How do you ensure content community is comfortable with the > How do you track meeting the needs of your audience? workflow > Are you non-compliance? needs? process and it is serving their do Are you someone are designated > > What > ensure that all rolesdoesn’t comply?by their unit leader How do you you do if communicating effectively? and trained appropriately? > What workflow controls will be implemented through the CMS to ensure content contributors can access only their assigned content? Thursday, May 23, 13
  • Roles Responsibilities Relationships Rules People FIRST & SECOND OFFENSE THIRD OFFENSE WMT requires training within 30 days. > If completed, offense closed > Incompletion of training w/in 30 days or blatant disregard of governance rules will be considered a fourth offense. FOURTH OFFENSE WMT delivers an offense report to WAC WAC addresses directly with Unit Leader FINAL OFFENSE Thursday, May 23, 13 WMT suggests solution + offer training options WAC escalates to Executive Leadership and copies Unit Leader with recommendation that the offender is relieved of their role in the content community. Review
  • Roles Responsibilities Relationships Rules Review Process PROCESS WORKFLOW PROCESS GOAL Ensure content community is comfortable with workflow process and it is serving their needs. CONTENT BOUNDARIES Content community members are accessing only the areas that they should be allowed to access. TRAINING PROCESS All content contributors and editors are trained within 30 days of their assignment by unit leaders. Thursday, May 23, 13 HOW TO MEASURE Online and face-to-face surveys FREQUENCY + RESPONSIBLE PARTY Quarterly in Year 1 ; Annually thereafter WMT > WAC & Content Community Quarterly Log all incidents of improper access WMT > ITS - immediate notification WAC & ITS - total number Quarterly Log date assigned and date trained WMT > WAC & Content Community
  • Roles Responsibilities Relationships Rules Review Performance GOALS Attract prospective students KPI total # visitors and % from search engines HOW TO MEASURE FREQUENCY + RESPONSIBLE PARTY Monthly Web stats WMT > WAC Monthly Engage prospective students # leads generated Captured in Db with date WMT > WAC Feedback sheet Create high-quality content Thursday, May 23, 13 Rubric for judging content Bi-annually Top 5 exemplary content award winners WMT > Content Community, WAC
  • Putting it into action (It looks good on paper, but . . .) Thursday, May 23, 13
  • Put plan into action (suggestions/best practices) Start with ‘friendlies’ > > Roll it out little-by-little. Start small and start with closest allies. Once wrinkles are ironed out, roll it out to more units. Build a community > > > Face-to-face training is a great opportunity for this. Celebrate successes (as opposed to just enforcing) Encourage informal groups Create a home > Provide support tools that content community can access on their own (micro site that houses all governance, policies, links, resources, contact info, best practices, tips, etc) Be patient > > You will have a hybrid centralized and decentralized system for a while. It can take years to achieve your vision. Making it stick > > > Thursday, May 23, 13 Put policies in place Have leadership visible at beginning of project and at key milestones Be nice but persistent
  • Thank you! follow VisionPoint: @vispoint | @ahatony email VisionPoint: info@visionpointmarketing.com For more Higher Ed marketing insights, industry trends and case studies subscribe to our monthly email newsletter eduInsights. Sign up online by clicking here or go to: visionpointmarketing.com/eduinsights Thursday, May 23, 13