Best Practices For Managing A Government Website Redevelopment


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In this this webinar, Maureen Hall, Team Leader, Marketing Branch, from MEDT joined Julian Mills, Vice President of Client Development, Prescient Digital Media, to describe how Prescient assisted MEDT in the redevelopment of their two websites. The presenters provide insights on key techniques for managing a government web redevelopment project supported by best practices and real world experience.

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Best Practices For Managing A Government Website Redevelopment

  1. 1. Best Practices for Managing a Government Website Redevelopment Watch the webinar video instead January 28, 2010 1
  2. 2. Housekeeping  Viewing the presentation on SlideShare? Questions to  Phone information: (1) 773-945-1010 Access Code: 485-751-476 2
  3. 3. Introductions  Julian Mills, Vice President, Client Development, Prescient Digital Media  Maureen Hall, Team Leader, Marketing Branch, Ontario Ministry of Economic Development & Trade 3
  4. 4. Webinar Agenda  Government website planning and execution  Context and the imperative  MEDT Case Study  Initial challenge  Project details  Key take-aways  Next phase of website redevelopment 4
  5. 5. Prescient Digital Media  We build highly effective websites & intranets  Aligning business with the web 5
  6. 6. Listen. Understand. Deliver. 6
  7. 7. MEDT case study 7
  8. 8. Initial challenge  Two sites with 2 distinct audiences that had grown organically and independently over time.  Content rich sites that were poorly organized and lacking brand consistency with each other and other marketing collateral.  Growth and maintenance of the sites was not integrated with other marketing tactics – they were not strategically aligned and didn’t reinforce each other.  Inadequate metrics were being gathered and very little new functionality (e.g. RSS, data capture) had been incorporated. 8
  9. 9. Initial challenge 9
  10. 10. Project approach  Key components  Objective assessment data: emphasize the user  Consensus-based strategic plan  Governance model  Strong usability to support execution 10
  11. 11. Assessment data 11
  12. 12. Assessment Competitive Review – benchmarked against 6 other sites User survey  The amount of information on the sites was considered a bit of a negative, in that the user needs to learn the site due to the sheer volume of information available. - amalgamate and simplify.  The majority of respondents were Canadian (followed by American), who are mostly decision makers followed closely by advisors and then researchers. 12
  13. 13. Focus Groups  Reasonably high ranking of the sites, driven by strong regard for content.  ontarioexports received a 6.3  2Ontario a 7.2  A desire to see the sites emphasize the user. “User doesn’t care which level of government is offering information, just want it from their perspective.” 13
  14. 14. Interviews  Low engagement with and usage of the site  Narrow user interest  Users bring baggage about government to the site  Perception that MEDT focuses on larger corporations  Opportunity to be online aggregator 14
  15. 15. Strategic plan 15
  16. 16. Objectives Establish an on-line leadership position by: 1. Improving usability for users in all markets 2. Enabling users to interact with MEDT more effectively – more self-serve options 3. Presenting a greater amount of content, and a larger percentage of aggregated information 4. Encouraging shared responsibility of content 5. Boosting awareness of MEDT’s web presence 16
  17. 17. Planned implementation  Consistent and harmonized web presence based upon:  One governance model  Strong user-defined navigation and functionality  Two user interfaces with one brand 17
  18. 18. Governance model 18
  19. 19. Governance definition  Web Governance is the structure of people, positions, authorities, roles, responsibilities, relationships, and rules involved in managing an agency’s website(s). The governance structure defines who can make what decisions, who is accountable for which efforts, and how each of the players must work together to operate a website and web management process effectively. 19
  20. 20. MEDT governance model Executive Sponsors Client Advisory Group Management Committee Cross-divisional Advisory Group Managers to advise on membership Manager Web Publishing Team Web Services Team Content Development Team 20
  21. 21. Usability approach 21
  22. 22. Current site: Ontario Exports 22
  23. 23. Current site: Invest in Ontario 23
  24. 24. Key Take-aways  A strategic approach based on sound research and clearly understood user preferences and expectations is imperative to overcoming internal biases – be prepared to challenge your own assumptions.  Well organized, high value content allows you to confidently drive more traffic to your website and increase user engagement and exposure to your brand – even more important with social media.  A governance structure does not guarantee all stakeholders remain committed to the website - it does provide a formal structure to engage them when necessary. 24
  25. 25. Website redevelopment: next phase 25
  26. 26. Pace of change will accelerate  Social media drives:  User expectations  Available functionality  Execution is crucial  Balance speed versus risk  Learn and apply the fundamentals now 26
  27. 27. Maureen Hall, Team Lead, Marketing Branch, Ontario Ministry of Economic Development & Trade 416.325.6689 Julian Mills, Vice President, Prescient Digital Media 416.926.8800 27