Website Governance: Tips for Defining a Successful Strategy
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Transcript of Website Governance: Tips for Defining a Successful Strategy
GOVERNANCEHOW THE 5Rs PROTECT YOU FROM THE ‘FRANKENSTEINING’ OF YOUR WEBSITE
presented by:
Thursday, May 23, 13
Introductions
Tony PoillucciVice President of Strategy & Creative
VisionPoint Marketing
@ahatony
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About VisionPoint> Established in March 2001 & located in Raleigh, NC> Specialize in online marketing consultation and execution> Serve: Large & Small; Public & Private; Grad, Post-Grad, Undergrad, CC> Web, branding, inbound marketing, strategy, consultation, etc> Focus on what’s right for our clients > Dedication to results and long-term relationships> Speaking on marketing at CASE, AMA, eduWeb, + regionally
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This will not be fun
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Setting Expectations
A lot to cover in only 45 minutes (fast talker)
We want to hear from you (why are you here?)Submit comments & questions
Q&A time at end
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Agenda
1. What is WG & why is it so important?
2. Laying the groundwork
3. Creating your plan (the 5Rs)
4. Putting it into action
5. Q & A
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What is website governance & why is it SO important?
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Website GovernanceYour institution’s structure
of people, process and policies to maintain and manage your website over time.
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cobbled-together,rogue websites &
non-approved sections
investment into new website wasted
content & design is off brand
one group or person being a bottleneck for
getting content publishedpoor content quality
(bad grammar, photos, video, etc)
well-meaning contentcontributors can’t
contribute
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Okay, so how do I build a governance plan?
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Laying the groundwork
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Steps to building a solid foundation1. Define goals (vision for future)2. Conduct current-state analysis3. Get executive level support4. Build your teams
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1. Define goals (vision for future)> What are the general institution goals as they pertain to content?> Which publishing model fits your culture the best?> Which roles/people will be involved?
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A robust, cohesive website with lots of useful and compelling content published by SMEs, that
supports our brand and motivates our target audiences.
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2. Conduct current state analysis> What is your content culture like?> What types of resources do you have?> What tools do you have (style guides, content guidelines, etc)?> What challenges is your institution facing (tech, political, etc)?
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Tuition & FeesCost ComparisonsFinancial AidScholarships
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Tuition & FeesCost ComparisonsFinancial AidScholarships
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3. Get executive level support> Leadership NEEDS to understand the value of the web & content> Plenty of research and stats about importance of website to
prospective students & other constituent groups
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Content is KINGGreat site = great content = many content contributors = unwieldy
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3. Get executive level support> Define value at the executive level by addressing things
they care about like:> ROI (decreased ROI to marketing efforts if web not a priority)> Impact on brand perception > Cost savings (no need for costly redesigns, efficiencies = cost savings,
elimination of overspending on outside tech & consultants)> Impact on culture
> Build case for many people to be involved
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4. Build your teams> Web Management Team (WMT)
> Marketing Strategy / Communications / PR> Content Development (writing, video, etc)> Technology> Design
> Web Advisory Committee (WAC)> The most influential people from each unit who ‘get’ what you’re trying to do.> Evangelists
> Executive Leadership> Important to have their presence at key meetings
> Encourage informal groups> Content developers> Students bloggers> (meet on monthly basis)
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Creating your plan (the 5Rs)
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The 5Rs *
* Special thanks to Candi Harrison: http://candioncontent.blogspot.com
Roles1 Responsibilities2 Relationships3
Rules4 Review5
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*DISCLAIMERThis is a STRUCTURE for creating a
plan. The actual details will be unique based on your individual
goals, resources and culture.
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Roles1Thursday, May 23, 13
Roles Responsibilities Relationships Rules Review
Who’s involved?Anyone that has a role in doing something for the web operations in a routine way such as:> producing content> reviewing content> editing content> maintaining content> contributing to overall website strategy & policy> supporting & enforcing policy> tech, UX, brand decisions
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Roles Responsibilities Relationships Rules Review
Unit Leader Content Owner
Content Contributor
Content Editor
Web Management
Team
InformationTechnology
Services
Web Advisory Committee
Executive Leadership
Hands-on
Oversight & Advisory
Leadership
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Responsibilities2Thursday, May 23, 13
Roles Responsibilities Relationships Rules Review
ResponsibilitiesEach of the various players’ responsibilities> What do each of the Roles do?
Thursday, May 23, 13
Roles Responsibilities Relationships Rules Review
Unit Leader Content Owner
Content Contributor
Content Editor
Web Management
Team
InformationTechnology
Services
Web Advisory Committee
Executive Leadership
Hands-on
Oversight & Advisory
Leadership
Thursday, May 23, 13
Roles Responsibilities Relationships Rules Review
Unit Leader Content Owner
Content Contributor
Content Editor Hands-on
Deans, Senior Directors, VPs and other unit leaders within the college> Responsible for driving the overall content strategy
(unit-specific positioning, messaging, tone & voice)> Designate Content Owners and approve recommended Content Contributors
& Content Editors> Ultimately accountable for the accuracy & quality of content, as well as to
adherence to standards & processes
Thursday, May 23, 13
Roles Responsibilities Relationships Rules Review
Unit Leader Content Owner
Content Contributor
Content Editor
Communications specialists, mid-level managers, etc.> Determine what type of content gets published, how
frequently it gets published and who publishes it> Responsible for recommending Content Contributor(s) and Content Editor(s)
within their unit> Responsible for certain content in which they
are expert> May create, approve and post content> Accountable for the accuracy & quality of content, as well as to adherence to
standards & processes
Thursday, May 23, 13
Roles Responsibilities Relationships Rules Review
Unit Leader Content Owner
Content Contributor
Content Editor
Experts in specific types of content> Responsible for the creation of certain content
in which they are expert> May post that content to the website> Trained in the use of CMS editing functions and website standards &
processes
Thursday, May 23, 13
Roles Responsibilities Relationships Rules Review
Unit Leader Content Owner
Content Contributor
Content Editor
Strong grammar, editorial background, attention to detail> Responsible for reviewing and editing content provided
by the Content Contributor for grammar, content standards, and tone & voice prior to it being published on the site> May post that content to the website> Trained in the use of CMS editing functions and website standards &
processes
Thursday, May 23, 13
Roles Responsibilities Relationships Rules Review
Web Management
Team
InformationTechnology
Services
Web Advisory Committee
Oversight & Advisory
Marketing/Communications/PR/Web Team> Directly responsible for administration and overall success
of website. Also responsible for: > Strategic planning to meet college online communication goals> Training all Content Community> Compliance enforcement of standards and policies> Review of unit-specific development projects> Acts as both the content contributor and content owner for college-wide content
(versus ‘unit-specific’ content) of the website> Advises on content strategy for website> Can initiate introduction of policies regarding the management of website,
strategy and content
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Roles Responsibilities Relationships Rules Review
Web Management
Team
InformationTechnology
Services
Web Advisory Committee
ITS, Webmasters, Developers> Provide support to WMT and WAC on technology related
decisions (CMS, 3rd Party, etc) > Responsible for implementing the administration of roles and permissions
within the CMS
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Roles Responsibilities Relationships Rules Review
Web Management
Team
InformationTechnology
Services
Web Advisory Committee
Includes representatives from across the institution (aka: WAC) > Provides the WMT with broad-based input on web issues
that have a bearing on governance> Provide input on major development projects that have a deep impact on the site’s
overall strategy, IA, technology and / or functionality> May support the WMT on issues of compliance enforcement> Develop policies regarding the website and make policy recommendations to
Executive Leadership for final approval
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Roles Responsibilities Relationships Rules Review
Executive Leadership
President, Vice Presidents, Deans, Directors, etc> Defines strategic role of website in the college
> Ensures website’s development and maintenance are adequately resourced> Broad authority that can set policy, settle disputes and enforce compliance
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Relationships3Thursday, May 23, 13
Roles Responsibilities Relationships Rules Review
RelationshipsHow the roles interact with one another, including: > Who trumps whom and how > The checks and balances to maintain the efficiency
of the system
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Unit Leader Content Owner
Web Management
Team
Content Contributor
Content Editor
InformationTechnology
Services
Web Advisory Committee
Executive Leadership
Must comply with guidelines, owned by the WMT
Defines messaging strategy
Provide directionto Content Owner for their unit’s content
Guidelines
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Unit Leader is informed by WAC and enforces action against Content Contributor
Unit Leader Content Contributor
Content Owner
Content Editor
Web Management
Team
InformationTechnology
Services
Web Advisory Committee
Executive Leadership
WAC recommends disciplinary action against Content Contributor
Executive Leadership has
final approval or veto power
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Unit Leader Content Owner
InformationTechnology
Services
Web Advisory Committee
Content Contributor
Content Editor
Web Management
Team
Executive Leadership
Content Owner identifies need for 3rd party app & requests permission from Unit Leader
Unit Leader submits request to WAC
WAC consults ITS
WAC approves or rejects request
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Rules4Thursday, May 23, 13
Roles Responsibilities Relationships Rules Review
RulesA set of documents including supporting policies, procedures and/or guidelines that are required for use by the roles as they write, review, edit, approve/reject and publish content.
They may include the following:
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Roles Responsibilities Relationships Rules Review
Content Guidelines> Appropriate content> Writing for the web> Writing styles> Multimedia content> Accessibility & SEO> Accurate & interesting
content> Nomenclature> Formatting> etc.
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Roles Responsibilities Relationships Rules Review
Brand and Style Guidelines
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Roles Responsibilities Relationships Rules Review
Content Workflow Process
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Roles Responsibilities Relationships Rules Review
Social Media Integration and Publishing Policies
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Roles Responsibilities Relationships Rules Review
Institution-wide Policies
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Review5Thursday, May 23, 13
Roles Responsibilities Relationships Rules Review
ReviewHow you ensure that those in your content community are following the rules AND that your publishing process is efficient AND that your website is achieving its goals and is maintained over time.
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Roles Responsibilities Relationships Rules Review
PeopleReviews accountability and makes sure people do what they’re supposed to do.> How do you track non-compliance?> What do you do if someone doesn’t comply?
Process PerformancePeople
ProcessReviews whether or not you have the right processes in place and that your plan is working efficiently.> How do you ensure content community is comfortable with the
workflow process and it is serving their needs?> How do you ensure that all roles are designated by their unit leader
and trained appropriately? > What workflow controls will be implemented through the CMS to
ensure content contributors can access only their assigned content?
PerformanceReviews the quality of your website.> Is your website achieving its goals?> Are you meeting the needs of your audience? > Are you communicating effectively?
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Roles Responsibilities Relationships Rules Review
FIRST & SECONDOFFENSE
THIRD OFFENSE
FOURTH OFFENSE
FINAL OFFENSE
WMT suggests solution + offer training options
WMT requires training within 30 days.> If completed, offense closed> Incompletion of training w/in 30 days or blatant disregard of governance rules will be considered a fourth offense.
WMT delivers an offense report to WACWAC addresses directly with Unit Leader
WAC escalates to Executive Leadership and copies Unit Leader with recommendation that the offender is relieved of their role in the content community.
People
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Roles Responsibilities Relationships Rules Review
PROCESS GOAL HOW TO MEASURE FREQUENCY + RESPONSIBLE PARTY
WORKFLOW PROCESS
Ensure content community is comfortable with workflow process and it is serving their needs.
Online and face-to-face surveys
Quarterly in Year 1 ;Annually thereafter
WMT > WAC & Content Community
CONTENT BOUNDARIES
Content community members are accessing only the areas that they should be allowed to access.
Log all incidents of improper access
Quarterly
WMT >ITS - immediate notificationWAC & ITS - total number
TRAINING PROCESS
All content contributors and editors are trained within 30 days of their assignment by unit leaders.
Log date assigned and date trained
Quarterly
WMT > WAC & Content Community
Process
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Roles Responsibilities Relationships Rules Review
GOALS KPI HOW TO MEASURE FREQUENCY + RESPONSIBLE PARTY
Attract prospective students total # visitors and% from search engines Web stats
Monthly
WMT > WAC
Engage prospective students # leads generated Captured in Db with dateMonthly
WMT > WAC
Create high-quality content Rubric for judging content
Feedback sheet
Top 5 exemplary content award winners
Bi-annually
WMT > Content Community, WAC
Performance
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Putting it into action (It looks good on paper, but . . .)
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Put plan into action (suggestions/best practices)Start with ‘friendlies’> Roll it out little-by-little. Start small and start with closest allies. > Once wrinkles are ironed out, roll it out to more units.
Build a community> Face-to-face training is a great opportunity for this.> Celebrate successes (as opposed to just enforcing)> Encourage informal groups
Create a home> Provide support tools that content community can access on their own (micro site that
houses all governance, policies, links, resources, contact info, best practices, tips, etc)
Be patient> You will have a hybrid centralized and decentralized system for a while.> It can take years to achieve your vision.
Making it stick> Put policies in place> Have leadership visible at beginning of project and at key milestones> Be nice but persistent
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Thank you!follow VisionPoint: @vispoint | @ahatony
email VisionPoint: [email protected]
For more Higher Ed marketing insights, industry trends and case studies subscribe to our monthly email newsletter eduInsights. Sign up online by clicking here or go to: visionpointmarketing.com/eduinsights
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