Web Governance


Published on

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.

Published in: Business, Technology
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Web Governance

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