A Practical Web Governance Framework

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Issues with Web Governance loom large in many organisations.

But confusion about how to structure Web Teams means it is ignored - often to great cost.

This must stop! Find out how to create a Web Team for a site of any size.

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A Practical Web Governance Framework

  1. 1. A PracticalModelof WebGovernanceby Shane Diffily
  2. 2. Web Governance is the discipline thatdescribes how to manage a website in acontrolled & orderly way.
  3. 3. At its most basic, Web Governance can bedescribed in terms of just 2 components.These are…
  4. 4. Governance These describe everything youActivities must do to manage a website effectively.Governance These describe everything youResources must have to support the above activities.
  5. 5. These 2 components apply to ALL websites,no matter how big or small they are, or whatthey are about.
  6. 6. The only thing that changes is thegranularity & sophistication by whichthey are implemented.
  7. 7. The way you recognise differences ingranularity & sophistication is bymeasuring the Scale of your website.
  8. 8. Scale is a measure the Size, Busy-ness& Complexity of your site. These aredefined as…
  9. 9. Size is an estimate of the total effort neededSize to expedite core site operations, e.g. maintenance & development.Busy-ness Busy-ness is a measure of online engagement(Activity) based on the metric of Unique Visitors. Complexity is a measure of the sophisticationComplexity of the content & other technologies used on a site, including hosting.
  10. 10. In rough terms, most sites can bedescribed as being Small, Medium orLarge in Scale, for example… Note, it is also common to find sites of Mixed Scale, e.g. a site that requires lots of maintenance & has a complex architecture - but is low in visitor activity. See http://www.diffily.com/articles/websitescale.htm for more.
  11. 11. Governance Activities+ Governance Resources+ Website Scale= A Model of Web Governance…
  12. 12. How itworks
  13. 13. Example #1
  14. 14. Example #2
  15. 15. PS - Scale is also a benchmark that allows youto compare your website against any other,no matter what it is about. For example…
  16. 16. Macmillan Cancer Charity = Mid-Scale BHS online retailer = Mid-Scale2 sites ofthe same scale Note: Even though these sites are from 2 very different industries - because they are of the same Scale - they will inevitably share many of the same characteristics of Web Governance, incl. team skills, staffing, etc.
  17. 17. Most Web Governance questions areabout People, so let’s see what it means…
  18. 18. The Governance Resource “People” iscomposed of 3 elements…
  19. 19. What type of expertise do I need to carrySkills out all Governance activity?Team How to I organise my people - & how do IStructure allocate roles & responsibilities? How many staff &/or contractors do IManpower need to complete all Governance activity?
  20. 20. The same core skills are seen again & againSkills on all sites, chiefly Design, Code & Content.Manpower This sequence shows how core skill requirements evolve & become more sophisticated as a site grows in ‘Scale’.
  21. 21. 1-2 FTEs 8-12 FTEs +/-20 FTEs Manpower grows as Scale grows, in order toManpower complete activity & deliver specialist tasks. FTE = Full Time Equivalent
  22. 22. What type of expertise do I need to carrySkills out all Governance activity? The “right” team structure isTeam exceptionally difficult to pin down – butStructure there are some emergent patterns. How many staff &/or contractors do IManpower need to complete all Governance activity?
  23. 23. Web Team for a Small Scale SiteA Small Scale Team typicallyhas a small number of webgeneralists organised into aninformal structure.This team can easily get by withFreeware tools, informal processes anda small budget.
  24. 24. Web Team for a Mid Scale SiteA Mid-Scale Team typically hasseveral specialist staff organisedinto a formal structure.This team requires expensive tools,documented procedures, formal This team also requires tools, documented procedures, formalmeetings, big budget, etc. meetings, fairly big budget, etc.
  25. 25. Web Team for a Large Scale SiteA Large-Scale Team typicallyhas many specialist stafforganised into a formal structure.This team also requires expensive tools,documented procedures, formal This team also requires tools, documented procedures, formalmeetings, big budget, etc. meetings, fairly big budget, etc.
  26. 26. Compiled by © Shane DiffilyShane is the author of The Website Managers Handbook, the firstpractical guide to Web Governance.Shane has also been published by the respected online designjournals A List Apart and SmartInsights.com. Recently he hascontributed to a new paper by Forrester Research on thesubject of Digital Governance (release Dec 2012).For FREE Web Governance downloads & more, visit www.diffily.com

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