The concept of Web Governance is currently attracting a lot of attention. It seems as if its moment has finally arrived - which is encouraging because until recently few industry commentators or senior managers were interested in the details of managing a website. The reason is that there were just too many other problems that needed fixing first – like getting the basics of usability right, implementing accessibility or improving content. And while we must admit that work remains to be done in these areas, many of the fundamentals have been put to bed. As a consequence attention is now switching to how such tasks – and the resources needed to support them – are managed. The shift to Web Governance highlights a realization that if the trajectory of online experience is to be maintained, a more professional approach to operations is needed. Indeed, disciplines like design and content are now so widely understood that they are being gradually exhausted as differentiators . This means that the way in which they are managed is becoming progressively more important to creating & maintaining value.

1. In conjunction with
A presentation by
with Shane Diffily
Web Governance
3 steps to better

2. Shane Diffily
www.diffily.com

3. Shane Diffily
@diffily

4. London, Nov. 25th
Web Governance
Masterclass
www.diffily.com
In collaboration with

5. www.diffily.com/events

6. Content
Accessibility
Usability

7. Content
Accessibility
Usability
Governance

8. Promotion
Social
Networks
Strategy
Planning
Content
Design
Build
Hosting
Performance
Review
Publishing
Feedback
Technical monitoring
QA
Data & security mgt
Change control
Governance policies
KPIs
Architecture mgt
Testing
Approve
activity
Systems
Teams
Budget
Roles
Tools
Procedures
Documentation
Skills
Manpower
Technology
Performance
monitoring

9. Web Governance … is how we make decisions.

10. Web Governance … is how we make decisions.

11. Web Governance … is about operations.

12. Web Governance … is about strategy.

13. Web Governance … is how we do stuff!

14. Web Design … is graphic design.

15. Web Design … is graphic design.

16. Web Design … is user experience.

17. Web Design … is a process!

18. Web Governance is a system for managing an online presence in a controlled & orderly way.

19. It delivers the certainty & stability you need to focus on online goals.

22. •Huge content volumes
•New sites & social networks
•Massive user engagement
•High user expectations
•High internal expectations
Recent years have seen a
MASSIVE growth in organisations’
•Unclear Roles & Responsibilities
•Unclear processes & procedures
•Issues with distributed publishing
•Unclear web ownership/leadership
•Lack of tools, budget & skills
But this growth has often not been matched by changes in
Online Ambition
Web Governance

23. Huge demands & no authority lead to fractious relations & high staff turnover.
Dissatisfied staff
Governance issues lead to delays, errors, uncertainty & poorer web quality.
Unhappy users
Errors & delays put the reputation of your organization at risk … & the public is watching.
Anxious executives
This has led to
And
And

24. The journey to better Web Governance has 3 steps.
“We have lots of quality issues & my Web Team is in revolt!
“My management team is ready to invest in web operations.
“My budget is now in place, so it is time to get serious.
Step 3. Optimize
Step 2. Organize
Step 1. Discover

25. Promotion
Social Networks
Strategy
Planning
Content
Design
Build
Hosting
Performance
Review
Publishing
Feedback
Technical monitoring
QA
Data & security mgt
Change control
Governance policies
KPIs
Architecture mgt
Testing
Approve
activity
Systems
Teams
Budget
Roles
Tools
Procedures
Documentation
Skills
Manpower
Technology
Performance
monitoring
First, restructure how you think about your web operations. Use this model to categorize everything into 2 key groups.
1. Discover

26. First, restructure how you think about your web operations.
Use this model to categorize everything into 2 key groups.
1. Discover
Learn about this model of Web Management at www.diffily.com/articles/model.htm

27. First, restructure how you think about your web operations.
Use this model to categorize everything into 2 key groups.
These Activities describe everything you must do to manage an online presence effectively.
Roles
1. Discover
Learn about this model of Web Management at www.diffily.com/articles/model.htm

28. First, restructure how you think about your web operations.
Use this model to categorize everything into 2 key groups.
These Activities describe everything you must do to manage an online presence effectively.
These Resources describe everything you must have to make the above Activities happen.
Roles
1. Discover
Learn about this model of Web Management at www.diffily.com/articles/model.htm

29. Promotion
Social Networks
Content
Design
Build
Hosting
Performance
Review
Publishing
Feedback
Technical monitoring
QA
Data & security mgt
KPIs
Testing
Systems
Teams
Budget
Roles
Tools
Procedures
Documentation
Skills
Manpower
Technology
Planning
Change control
Architecture mgt
Set strategy & KPIs
Set policy & standards
Acquire resource & budget
Police online activity
The Activities of Leadership
For more detail, go to diffily.com/downloads
1. Discover

30. Promotion
Social
Networks
Hosting
Performance
Publishing
Feedback
Technical monitoring
QA
Data & security mgt
KPIs
Testing
Systems
Teams
Budget
Roles
Tools
Procedures
Documentation
Skills
Manpower
Technology
Architecture mgt
Change control
Planning
Content
Design
Build
Testing
Hosting
Review
Publicity
The Activities of Development
For more detail, go to diffily.com/downloads
1. Discover

31. Hosting
Technical monitoring
Data & security mgt
Testing
Systems
Teams
Budget
Roles
Tools
Procedures
Documentation
Skills
Manpower
Technology
Architecture mgt
Publishing
Quality assurance
Engagement monitoring
Performance monitoring
Infrastructure monitoring
Change control
The Activities of Maintenance
For more detail, go to diffily.com/downloads
1. Discover

32. Promotion
Testing
Systems
Teams
Budget
Roles
Tools
Procedures
Documentation
Skills
Manpower
Technology
Architecture selection
Architecture management
Performance management
Data & security management
The Activities of Infrastructure
For more detail, go to diffily.com/downloads
1. Discover

33. Promotion
Testing
Systems
Budget
Roles
Tools
Procedures
Documentation
Technology
Manpower
Skills
Roles & responsibilities
Teams & authority
The Resources of People
For more detail, go to diffily.com/downloads
1. Discover

34. Systems
Budget
Tools
Technology
Testing
Roles
Standards
Procedures
Policies
Documentation
The Resources of Processes
For more detail, go to diffily.com/downloads
1. Discover

35. Budget
Testing
Roles
Technology
Systems
Software
The Resources of Tools
For more detail, go to diffily.com/downloads
1. Discover

36. Salaries
Software
Other, e.g. contractors
The Resources of Budget
For more detail, go to diffily.com/downloads
1. Discover

37. Now, you can start to get “Organized”.
To begin, audit your operations to fill-in any critical gaps.
Are you missing essential software or tools?
Are there unresolved issues of ownership or authority?
Does your team have out-of- date roles & responsibilities?
Are important activities being ignored or left incomplete?
2. Organize

38. 2. Organize
Learn about these indicators at www.diffily.com/articles/governanceanalytics.htm
You can also evaluate the quality of delivery.
Are minimum standards being met?

39. 2. Organize
You can also evaluate the quality of delivery.
Are minimum standards being met?
Learn about these indicators at www.diffily.com/articles/governanceanalytics.htm

40. 2. Organize
You can also evaluate the quality of delivery. Are minimum standards being met?
Learn about these indicators at www.diffily.com/articles/governanceanalytics.htm

41. Now, to clarify how to do things better measure the ‘Scale’ of your management burden.
2. Organize
Learn how to calculate your own Web Management burden at www.diffily.com/articles/websitescale.htm
Management Burden

42. 2. Organize
Scale measures the Complexity, Size, Engagement of your online presence.
•Complexity measures the management impact of technology, especially hosting.
•Size measures the management impact of the production of web content/services.
•Engagement measures the management impact of traffic, comments & feedback.
Now, to clarify how to do things better measure
the ‘Scale’ of your management burden.

43. 2. Organize
Highly complex
Large volumes
Lots of engagement
Now, to clarify how to do things better measure
the ‘Scale’ of your management burden.
Learn how to calculate your own Web Management burden at www.diffily.com/articles/websitescale.htm

44. 2. Organize
Highly complex Large volumes Lots of engagement
This means operational Activities
will occur very frequently.
Now, to clarify how to do things better measure
the ‘Scale’ of your management burden.
Learn how to calculate your own Web Management burden at www.diffily.com/articles/websitescale.htm

45. 2. Organize
Highly complex Large volumes Lots of engagement
This means operational Activities will occur very frequently.
This means lots of investment will be needed to acquire all Resources.
Now, to clarify how to do things better measure the ‘Scale’ of your management burden.
Learn how to calculate your own Web Management burden at www.diffily.com/articles/websitescale.htm

46. Finally, design a web management system that can cope.
This includes roles, responsibilities, staffing, tools, etc.
Common skills include:
- Code
- Design
- Content
Leadership & team structures systems are often as shown.
Ownership often resides with IT, Communications or Corp. Affairs.
Manpower/staffing can be upwards of 12+ FTEs.*
Common tools include CMS, QA, Analytics, Monitoring & more.
- Marketing - Analytics - Technical
*6 FTEs (Full Time Equivalents) is an estimate for a Mid-Large Scale operation.
3. Optimize
Learn how to configure your own Web Team at www.diffily.com/articles/webteamroles.htm

47. Central Digital Unit
The clearest trend in Web Governance in Large-Scale operations is towards Centralised Digital Units.
IT
HR
Comms
Roads
Library
Housing
Waste
Water
http://www.capgemini-consulting.com/digital-transformation-review-4
Older silo based operations centred on organizational units are coming under increasing pressure to change.
Didier Bonnet, Cap Gemini. “Accelerating Digital Transformation”
3. Optimize

48. UK central government has shown how successful balanced Web Governance with clear authority can be.
3. Optimize

49. Staff with the right tools & support will produce consistently better content.
Improved quality
A web team with the right budget, authority & leadership will get more done at less cost.
More productivity
Clear roles, teams & processes reduce the chances of embarrassing errors.
Reduced risk

50. London, Nov. 25th
Web Governance
Masterclass
www.diffily.com
In collaboration with

51. “Gold”
London, Nov. 25th
Web Governance
Masterclass
www.diffily.com
In collaboration with
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52. A free presentation from www.diffily.com