our goal is simple: bring order to higher ed’s wild, wild Web. We understand the challenges facing higher education and the growing demands placed on Web teams. We’ve been there. We've experienced the silos, the shrinking resources, the lack of defined processes and the growing complexity. These slides will demonstrate web governance best practices to bring order and increased efficiency. Matt will help you find a path from battles to buy in, as well as help you get around a few common roadblock. Key Takeaways: -Justify additional resources -Prioritize based on strategic goals -Truly collaborative web strategy planning -Select and optimize the campus web tools set -Show risk associated with not investing in Web

1. Web Governance
Bring Order to Higher Ed’s Wild, Wild Web
Prepared by Matt Herzberger
Principal Consultant / CEO – Aligned Path

2. Introduction
Hi, I’m Matt
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by
Ma*
Brooks

3. Introduction
I live here
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by
Brandon
Gamm
I work here
And here

4. Introduction
I have also worked at:
• University of Iowa
• Texas A&M University
• Florida International University
• Creighton University
• Consulted with many more…
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by
James
Keuning

5. Introduction
In one way or another I was involved in central or organic Web leadership at
each organization. Both top down and bottom up.
“Been there, done
that, got a t-shirt…
and have the scars
to show for it”
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by
Phillip
Green

6. Introduction
But I also learned a lot along the way.
“We are all truly passionate and
genuinely want the best for our
institutions, issues arise as to
the path to get there.”

7. ENTER
GOVERNANCE

8. So, what is this Web governance you speak of?
Web governance encompasses everything needed to manage your university’s Web presence in
an efficient and orderly way. The scale or size of your website will drive the activities required to
manage it and the resources needed to perform those activities
“How to manage Web in a
sustainable way to meet your
goals”

9. How can this benefit me?
Having Web governance in place ensures all current and
future investments in your Web presence will have a
better chance of success.
Strategic focus Less risk and waste Collaboration and
accountability
ROI
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by
Diego
Naïve,
Luis
Prado,
Krisada,
Ma*
Brooks

10. How can this benefit EVERYONE?
Everyone has their interests taken care of
Engaged staff
At ease leadership Successful users
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Wilson
Joeseph
67% of high school seniors say a college website affects their perception of an institution
SOURCE: 2014 E-Expectations Report

11. State of higher ed Web
• MORE SITES
• MORE PLATFORMS
– CMS
– SOCIAL
– MOBILE
• MORE AUDIENCES
• MORE SPECIALTIES /
ROLES
• MORE TECHNOLOGIES
• MORE RISKS
• MORE TRAFFIC
• MORE EXPECTATIONS
• MORE COMPLEXITY
• MORE DEMAND
• AND SO ON…

12. Sans Governance
Looks a little scary?

13. There is an opportunity

14. How do we get there?
This is not a finite project, this is a framework and a
commitment that requires continuous effort to keep balance

15. What is at play?
People Processes Tools
Resources based on size and
complexity

16. Governance framework – Institutional Leadership
This requires true buy-in and guidance from university leadership, from
whom Web leaders should have a top down understanding of the strategic
goals of the organization and how Web will contribute to them.
Leadership champions who can provide
• Goals
• Metrics / performance indicators
• Money/ budget to meet resource requirements
• Backing to policies and standards

17. Governance framework – Web Leadership
Actualize the vision set forth by institutional leadership into a strategy and
activities to meet those goals
Web Leadership will
• Create Web strategy
• Create Web standards
• Report on metrics
• Provide monitoring, optimization and maintain quality assurance
• Staff based on demand and roles needed
• Onboard system and tools to meet the goals

18. Governance framework – Web Governance Committee
Represent campus- wide stakeholders, advise and collaborate with Web leadership
to create a cohesive direction to campus Web efforts
Web Committee will
• Verify and validate the efforts of the web team for overall organization
alignment
• Identify Campus leadership champion with definition of new ownership,
leadership authority
• Highlight the needs of resourcing, including staff, skills, tools budget
• Find opportunities to augment and create efficiencies on a campus wide level
• Prioritization of projects
• Create comprehensive digital roadmap

19. Governance framework – Organization

20. Seems like a lot of work
Where is the pay off?

21. Examples in action
Worked with a school that had a queue well in excess of 60 projects and growing,
regularly shifting priorities could not get ahead of the curve
Actions:
• Created procedures to inbound work in a clear centralized way
• Created Web team mission / vision based on organization strategic plan
• Built Web governance committee, with campus-wide representation
– Group helped prioritize Web projects
– Group helped with transparency, buy-in and understanding
– Group successfully made case for additional resources
• Created digital roadmap to guide future work

22. Examples in action
Worked with a school that had multiple Web teams with vastly different sites and no
collaboration
Actions:
• Started with bottom up, grass root collaborative group
• Group evolved into Web steering committee
– Created a comprehensive, progressive and enabling Web policy
– Worked towards campus wide Web strategy
– Units worked collaboratively towards” the greater good”
• Analysis of reasons for previous non participation
– Created plan to address those needs centering around needs of tools

23. Examples in action
Worked with a school that was severely under resourced based on scale of
work
Actions:
• Created clear list of roles and responsibilities to complete work
• Created a gap analysis of skills and team members
• Made a case around ROI for particular projects to which team members
would participate
Learn more - http://bit.ly/he-roi

24. Examples in action
Worked with a school needing to select a campus wide CMS
Actions:
• Started with content, resource and workflow analysis for campus
• Created campus wide group to build RFP gathering all users needs
• Held open sessions with all CMS vendors and allowed all campus members to
participate
• Held hands on sessions to try out system
• Allowed everyone to voice feedback to smaller voting, representative group
Learn more - http://bit.ly/he-cms

25. Overwhelmed?
You may have bits and pieces already today, it does
not begin perfect. It will evolve and grow over time

26. Start small
Champion Issues Relationships You
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Sco*
Lewis,
Krisada,
Michael
Erdmann,
Lil
Squid

27. Key takeaways
True Web leaders understand their role is greater than leading the Web, but contributing to the success of
the whole organization
“Your website represents your university
24 hours a day, 7 days a week. It’s the
intersection of marketing and IT,
enrollment and advancement, student life
and alumni relations, and so on.”

28. Key takeaways
Websites must be thought of holistically
“Each entity must understand they are
part of a larger Web presence. In the
eyes of our users it is all one site”
55% of the prospective college student respondents cited difficulty with site
navigation among the greatest challenges encountered with college
websites.
SOURCE: 2012 E-Expectations Report

29. Key takeaways
Web strategy must be just that, strategic. We must move from a production focused mindset
“Web governance frees you up to
focus on strategic objectives. You’ll be
able to plan for the future instead of
putting out fires in the present.”

30. Key takeaways
Many organizations believe their issues can be solved by investment in a new strategy or
design.
“An investment in internal efficiencies
makes all future investments pay off
many times over with increased
chances for success.”

31. Questions / Follow ups
Matt Herzberger
http://alignedpath.com
matt@alignedpath.com
@alignedpath