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Web Governance
 

Web Governance

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Web governance has matured from simply ‘ownership’ and an ‘editorial board’ to providing a broad enabling framework for the people, process, technology, documentation and standards required to ...

Web governance has matured from simply ‘ownership’ and an ‘editorial board’ to providing a broad enabling framework for the people, process, technology, documentation and standards required to deliver an effective (usually multi-estate) public website.
Current trends in social media, wireless web, open technology standards and the economy mean that web governance must adopt a broader perspective:
• look outward to consider the organisation’s broader web presence beyond its website
• look inward to drive down costs and improve enterprise efficiency with KM to leverage common technology platforms, content re-utilisation, information lifecycle management and so on.

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    Web Governance Web Governance Presentation Transcript

    • Web governance
      A broader perspective
      Vamosa client briefing
      12.11.09
      www.davidgreen.me.uk
    • Web governance
      Web governance has matured from simply ‘ownership’ and an ‘editorial board’ to providing a broad enabling framework to deliver an effective (usually multi-estate) public website.
      Formal governance board with relevant representation from key parts of business to oversee strategy, operational review, metrics, compliance and development roadmap. Reports to executive sponsor.
      But its a changing world...
    • Web - evolution
      Web 1.0
      Dial-up
      Passive downloading
      Peripheral comms activity
      Limited business value
      Web 2.0
      Broadband
      Rich media
      User generated content
      Increasing business value
      Semantic web
      AI
      Business value
      Social web
      Web 3.0
      Wireless
      Intelligent agents
      Machine manipulation
      Inter-operable content
      Strategic imperative
      Knowledge
      Information
      Brochure-ware
      2000
      2005
      1995
      Today
      Complexity & role of technology
    • Web governance - people
      HR house in order - org structure (incl. outsourced), standarised job descriptions, objectives and professional development plans
      Create an internal community:
      Functional skills development
      Knowledge development & exchange
      Replicate best practices (case studies and toolkits)
      Regular internal communications & conference calls
      In person web workshops
      Support documentation
      Benefits:
      Develop deep professional capability but also broader awareness
      Improve staff retention and provide an internal career path
      Higher productivity, reduced risk etc.
    • Web governance - processes
      Important to embed common processes for greater operational efficiency and cost reduction
      Hard – publishing workflow and content lifecycle, technology functionality, marketing channels, brand standards, automated tool monitoring
      Soft – editorial (incl. SEO), marketing campaigns, analytics, sales pipeline, brand guidelines
      Involve external suppliers with processes
    • Web governance - technology
      • Common infrastructure:
      • Reduced technology spend
      • Define supported products
      • User training & documentation
      • Ensure integration between products
      • Global common information architecture, functionality and branding
      Portal
      Interaction management
      Search & taxonomy
      Content management
      Design & brand
      Metrics & analysis
      Accessibility & usability
      Social media
    • Web governance - standards
      Specific, prescriptive and enforceable
      Detailed in own documentation, but must also be continually referenced across all documentation
      Need to be granular and extensive
      Code - W3C – HTML, XML, CSS
      Design incl accessibility and usability
      Brand
      Search engine optimisation
      Semantic – RDF, OWL
      Not same as policy e.g. employee use
    • Web governance - documentation
      Portfolio of documentation required:
      Detailed technical user manuals (e.g. CMS)
      In-system help database and inline/field tips and guidance
      ‘How to’ guides for marketing tactics e.g. Podcast production, search engine marketing, email campaigns etc.
      FAQs library on intranet – quick resolution, can address gaps in current documentation e.g. New functionality release
      Integrate relevant documentation from elsewhere in the organisation e.g. brand standards, CRM sales pipeline
      Integrate to relevant documentation for other parts of the organisation e.g. Marketing planning process
    • Web governance - measurement
      Measurement & evaluation is a critical component of any business process
      Demonstrate accountability and value to your organisation
      Drive operational excellence and alignment of infrastructure
      Instil common processes
      Facilitates transparency in how time and budget is being spent
      Distil insights to input to strategy and future planning
      However, must be clear on what is to be evaluated, and why.
      The purpose of measurement is to provide insights;
      Isolated data points are of limited value
      Trend line data and benchmarking are critical
      Is critical to developing any business case for funding
    • Web governance - measurement
      Distribution does not equate to communication
      Delivery is as important as the actual message
      Different audiences will require different data, insights, and formats.
      Avoid information overload:
      Reports should be easy to scan – pick up key highlights
      Present analysis and benchmark comparison – not tons of raw data
      Create good visual impact - and ensure fully brand complaint
      Get the frequency right – recipients will soon switch off
      Most people do not remember detailed facts – but nearly everyone develops impressions which once formed can be powerful and self re-enforcing – basic human psychology
    • Looking outside
      The broader web presence
    • Web presence
      Web governance must also seek to protect the organisation, its brand and reputation across the internet
      Online brand protection – focused on organised, systematic, and often criminal infringements on an organisation’s brand, trademarks and IP
      Online brand engagement – monitoring social media and engaging with customer initiated conversations
    • Online brand protection
      449, 584 incidents of cybersquatting recorded in Q4 08 – up 18% yoy*.
      Brand abuse on the web is growing in scale and sophistication, and also increasingly opportunistic
      Widespread, organised, criminal brand and trademark infringements – which use a wide variety of techniques such as phishing, malware, spam, cybersquatting etc.
      “The release rate of malicious code and other unwanted programs may be exceeding that of legitimate software applications”.
      Symantec Internet Security Threat Report’ April 09
    • Online brand infringement
      Global Counterfeit Sales
      Defend Revenue:
      control online channels, prevent loss of revenue
      Counterfeit Wholesale Exchanges
      Gray Market Sales
      Identity Fraud(Financial)
      Protect Brand: monitor for abuses and take action
      Identity/ Credential Theft(Phishing)
      Complexity of Threat
      Brand Abuse
      Direct Marketing of Fake Goods
      Brand Compliance
      Traffic Diversion
      Create Ownership in Identity with global domain registration and management
      Customer Solicitation
      False Association
      Copycat Sites
      Disparagement
      Cyber-Squatting
      Source: MarkMonitor
      Severity of Threat
    • Online brand protection
      Efforts will depend on threat type.
      Issue prioritisation based on riskanalysis of the 3 R’s:
      Priority content of concern
      Process for determining sites for enforcement
      Considerations for responding to infringers
      Monitor results to demonstrate ROI
      You are defending your:
      • Rights (IP)
      • Revenue
      • Reputation
      Monitor
      Analyse
      Mitigate
    • Online brand engagement
      ‘Social media’ encompasses a broad spectrum of websites and tools, but all are defined by
      rapid micro-communications
      content sharing/syndication
      ‘real-time’ timeframes
      ‘Control’ over customer conversations - no
      Organisations must Listen, Respond to, and Engage with, customer and stakeholder communications, content and feedback.
    • Social media spectrum
      Social video, photo & audio
      Social bookmarking
      Social networks
      Wikis
      Microblogs
      Blogs
      Widgets & Mashups
      Social media
    • Web presence governance issues
      Tools
      Brand monitoring
      Social media monitoring and sites
      People - need dedicated roles for each area – deep expertise and fast moving area
      Policies - Social media employee use policy
      Standards - Brand infringement prioritisation and response
      Scenario planning - e.g. crisis communications
    • Web governance – common approach for..
    • Looking inside
      Enterprise efficiency
    • Enterprise content governance
      Even a large global multi-estate website operates within a discreet organisational context
      Fairly structured, CMS environment
      Enterprises are struggling with an explosive growth in information assets:
      Unmanaged unstructured content
      Content storage in multiple systems
      Extensive content duplication
      Multiple metadata structures
      Enterprise Search is not effective
      Storage capacity reaching its limits
      Governance models are system based
    • Enterprise content governance
      Little to no content quality assurance across the enterprise:
      How much content? By type? By age? By utilisation?
      Content audit and diagnostics
      Archiving strategy and policies
      Compliance to retention policies
      Information Lifecycle Management (ILM) – aligning the business value of information with most appropriate and cost effective IT infrastructure
    • Enterprise content governance
      Websites will increasingly be part of an enterprise content platform that incorporates
      ECM
      Document management
      Digital asset management
      Enterprise search
      Integrated enterprise and desktop applications
      Content will be increasingly integrated
      Content will be re-used in parts of the organisation it may not have originally been created for
    • Open content
      HTML – machine display
      XML – machine manipulation
      Information interchange – sharing semantics & transformational rules
      HTML 5
      XML based mark-up languages
      RDF
      Ontologies
      AI/Intelligent agents
      Reuse data and content across inter-operable applications
    • Web - evolution
      Web 1.0
      Dial-up
      Passive downloading
      Peripheral comms activity
      Limited business value
      Web 2.0
      Broadband
      Rich media
      User generated content
      Increasing business value
      Semantic web
      AI
      Business value
      Social web
      Web 3.0
      Wireless
      Intelligent agents
      Machine manipulation
      Inter-operable content
      Strategic imperative
      Knowledge
      Information
      Brochure-ware
      2000
      2005
      1995
      Today
      Complexity & role of technology
    • Semantic web governance
      Web governance will continue to broaden in scope:
      Autonomy vs accountability of intelligent agents
      enterprise security, access and data protection parameters
      user-determined privacy settings to safely contain interactions
      authenticate the veracity of content sources and other agents through the use of digital signatures
      Governance to determine the rules for sub-assembly of content in the information value chain
    • www.davidgreen.me.uk
      davidcgreen@hotmail.com