SlideShare a Scribd company logo
In conjunction with 
A presentation by 
with Shane Diffily 
Web Governance 
3 steps to better
Shane Diffily 
www.diffily.com
Shane Diffily 
@diffily
London, Nov. 25th 
Web Governance 
Masterclass 
www.diffily.com 
In collaboration with
www.diffily.com/events
Content 
Accessibility 
Usability
Content 
Accessibility 
Usability 
Governance
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
Web Governance … is how we make decisions.
Web Governance … is how we make decisions.
Web Governance … is about operations.
Web Governance … is about strategy.
Web Governance … is how we do stuff!
Web Design … is graphic design.
Web Design … is graphic design.
Web Design … is user experience.
Web Design … is a process!
Web Governance is a system for managing an online presence in a controlled & orderly way.
It delivers the certainty & stability you need to focus on online goals.
•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
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
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
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
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
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
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
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
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
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
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
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
Systems 
Budget 
Tools 
Technology 
Testing 
Roles 
Standards 
Procedures 
Policies 
Documentation 
The Resources of Processes 
For more detail, go to diffily.com/downloads 
1. Discover
Budget 
Testing 
Roles 
Technology 
Systems 
Software 
The Resources of Tools 
For more detail, go to diffily.com/downloads 
1. Discover
Salaries 
Software 
Other, e.g. contractors 
The Resources of Budget 
For more detail, go to diffily.com/downloads 
1. Discover
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
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?
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
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
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
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.
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
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
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
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
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
UK central government has shown how successful balanced Web Governance with clear authority can be. 
3. Optimize
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
London, Nov. 25th 
Web Governance 
Masterclass 
www.diffily.com 
In collaboration with
“Gold” 
London, Nov. 25th 
Web Governance 
Masterclass 
www.diffily.com 
In collaboration with 
Discount code
A free presentation from www.diffily.com

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3 Steps to Better Web Governance

  • 1. In conjunction with A presentation by with Shane Diffily Web Governance 3 steps to better
  • 4. London, Nov. 25th Web Governance Masterclass www.diffily.com In collaboration with
  • 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.
  • 20.
  • 21.
  • 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 Discount code
  • 52. A free presentation from www.diffily.com