digital governance: tools and practices for managing the content chaos

Marianne Kay, Analyst at Digital Clarity GroupJ. Boye Conference. November 1-3, 2016. Aarhus, Denmark.

Digital GovernanceTools and Practices for Managing the Content Chaos

@marianne_ua @just_clarity #jboye16

What is Digital Governance?

“Digital governance is a framework for establishing accountability, roles, and decision-making authority for an organization’s digital presence—which means its websites, mobile sites, social channels, and any other Internet and Web-enabled products and services.”

Lisa Welchman, Managing Chaos: Digital Governance by Design

@marianne_ua @just_clarity #jboye16 3

A unique 360° view:Digital leaders and practitioners Technology vendorsService providers (digital agencies and systems integrators)

Digital Transformation in Higher Ed

http://www.digitalclaritygroup.com/digital-transformation-in-higher-ed/

http://www.digitalclaritygroup.com/digital-transformation-in-higher-ed/


Mahoosive amounts of content

Highly decentralised content ownership

Culture (‘universities are not businesses’)

Budget cuts and resourcing issues

Vendors and agencies are either ‘in’ or ‘out’ of Higher Ed

Why Higher Ed?


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Thomas Petersen @herinde #jboye15Webkoordinator i Københavns Kommune


The digital transformation journey

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How are institutions using digital practices and technologies to engage education customers?

How are institutions making the transition from publishing web content to delivering engaging experiences?

What roles do technology vendors and service providers play in the digital ecosystem for higher education?

What’s essential for success, and where are the pitfalls?

What can universities do today to step more firmly on the path to digital transformation or advance their progress if they’ve already begun?


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Opportunities & ThreatsOur research shows that delivering an experience – rather than publishing content – is aspirational for institutions of higher education in the US and the UK.

Web managers, content strategists, marketers and leaders acknowledge that more advanced applications of digital content, technologies, and practices are becoming essential.

They recognize the growing need and want to respond.

But cultural, organizational, and technology obstacles are significant.

© 2016 Digital Clarity Group Digital Transformation in Higher Education: How Content Management Technologies and Practices Are Evolving in the Era of Experience Management


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1. Vision is lacking, no overarching leadership

2. Resources: funding, people, allocated roles

3. Building effective business cases, and being able to communicate them to top leadership

4. Web governance, and simply maintaining properties on a daily basis

5. Analytics is used for data collection and reporting but not to address strategic questions

Key obstacles in Higher Ed today


Five Keys to Accelerating Digital Transformation

1. Gain customer insight

2. Foster digital mindset with a working group

3. Tackle the content chaos

4. Assess your capabilities for experience management

5. Build compelling business case for digital transformation

© 2016 Digital Clarity Group. Digital Transformation in Higher Education.


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#1: Gain customer insight.

Copyright: nielshariot / 123RF Stock Photo


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http://www.digitalclaritygroup.com/customer-experience-management-masterclass/




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#2: Foster digital mindset with a working group.

Delivering great customer experience is a team sport. Assemble a crew, and start fostering a digital mindset.


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#3: Address content chaos.

Address the content chaos. Then tend the content management garden.


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Research findings“Managing content inside the campus is, for many, an effort to operate effectively in a steady state of controlled chaos.”Chaos is fueled by huge volumes of content, multiple websites, lack of governance, and little use of formal workflow.Technology is not the problem. It’s practices and processes.Many web and content teams are under-resourced and overworked.Lack of insight from analytics makes it difficult to prioritize the most pressing content problems and opportunities.

© 2016 Digital Clarity Group, Digital Transformation in Higher Education

#3: Address content chaos.


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#4: Assess capabilities for experience management.

Assess capabilities for digital engagement. Take stock of what you have. Identify what you need.

@marianne_ua @just_clarity #jboye16 16 © 2016 Digital Clarity Group

Ten Core Competencies for Customer Experience Management

http://www.digitalclaritygroup.com/are-you-ready-for-customer-experience-management/




Leverage capabilities from the ecosystem


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Guide to Service Providersfor WCM and CEM

http://www.digitalclaritygroup.com/guide-to-service-providers-north-america/http://www.digitalclaritygroup.com/guide-to-service-providers-europe/

http://www.digitalclaritygroup.com/guide-to-service-providers-europe/




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#5: Build a business case for a digital investment

#5: Build a business case for a digital initiative. Gather the metrics. Understand the money. Prepare your leaders to commit.


Five Keys to Accelerating Digital Transformation

1. Know your education customer

2. Foster digital mindset with a working group3. Tackle the content chaos4. Assess your capabilities for experience management

5. Build compelling business case for digital transformation

© 2016 Digital Clarity Group. Digital Transformation in Higher Education.


Digital Governance

Inside the home of one of Britain's biggest hoarders http://www.mirror.co.uk/news/uk-news/pictured-inside-home-one-britains-4977503

Source: http://adsoftheworld.com/media/print/bank_forum_commerzbank_chaos

http://adsoftheworld.com/media/print/bank_forum_commerzbank_chaos




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“Most of the people I deal with would like to spend more time on the website. They know they could be doing more and they should be doing more. But they just can’t carve out the space.”


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CMS Connected [17:00] https://www.youtube.com/watch?v=Cp37GcBfZ0g

Managing Chaos.

Lisa Welchman - advisor to global organizations seeking to mature digital governance, author, speaker.

https://www.youtube.com/watch?v=Cp37GcBfZ0g


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Why Digital Governance?


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Digital strategy

Digital policy

Digital standards

Lisa Welchman, Managing Chaos

Digital Governance


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“There is nothing so useless as doing efficiently that which should not be done at all.”

-- Peter Drucker

Strategy


Strategy

© nexusplexus / 123RF Stock Photo

http://www.123rf.com/profile_nexusplexus





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Current state of affairs

Source: Laurie Dillon Schalk, http://www.slideshare.net/ldillonschalk/mcc11-developing-a-digital-strategy-amp-roadmap/4

Vision

Desired state, vision

Strategy is about bridging the gap

http://www.slideshare.net/ldillonschalk/mcc11-developing-a-digital-strategy-amp-roadmap/4

http://www.slideshare.net/ldillonschalk/mcc11-developing-a-digital-strategy-amp-roadmap/4


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NEWPARADIGM

Business success

STATUS QUO Business failure

The Case for Change

Source: Based on Andy Grove, Only the Paranoid Survive, 1996


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A strategy is a plan for applying resources to accomplish a business goal or objective

Therefore…

A digital strategy is a plan for applying digital resources to achieve an organizational goal or objective

What is Digital Strategy?


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Digital strategy should be created by:

Business experts

Digital experts

External agencies / consultants

CEO involvement & support

Skills required:

Budgeting

Business Cases

Negotiations

Mentoring

Digital Strategy


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1. What does success look like? Corporate strategy, digital strategy.

2. What digital metrics can you use to measure success of the digital strategy?

3. How can you translate these metrics into business KPIs?

Exercise: Digital Strategy Planning


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Web and MobilePage views / Unique visitors

Bounce rate

CTA conversion rates

Email marketing subcriptions, unsubscribes, opening and click rates

Internal search

SEO and Google ranking

Customer ExperienceCustomer engagement

Customer satisfaction

Usability (completion rates, number of errors, efficiency, satisfaction)

Digital Metrics examples

Site Quality and PerformanceStandards compliance

Server response time

Server availability

Social MediaFans/followers/subscribers

Interactions

Channel ad campaign cost

Sentiment

Referred traffic from social to web or from web to social


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Student and alumni surveys

Budget performance

Employee satisfaction

Enrolment

Research / grants

Student learning assessments

Campus safety

KPI examples for Higher Ed


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Digital Policy


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Accessibility

Branding

Domain Names

Language and Localization

Intellectual Property

Privacy

Security

Social Media

Web Records Management


Digital Policy Areas


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New or updated policies - GDPR


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General Data Protection Regulation

Based on, but a considerable extension of, the 1995 Data Protection Directive. Major aims include catching up with digital data technologies, formats, and practices, and providing a framework for a single EU data policy

Some provisions are to be determined by national Data Protection Authorities (DPAs)

Goes into effect late May 2018.

New or updated policies - GDPR

Four Bad Reasons to Ignore The GDPR with Tim Waltershttp://www.digitalclaritygroup.com/podcast-four-bad-reasons-ignore-gdpr/

http://www.digitalclaritygroup.com/podcast-four-bad-reasons-ignore-gdpr/

http://www.digitalclaritygroup.com/podcast-four-bad-reasons-ignore-gdpr/


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GDPR

5 Myths about the GDPR with Tim Waltershttp://www.digitalclaritygroup.com/podcast-5-myths-gdpr/

http://www.digitalclaritygroup.com/podcast-5-myths-gdpr/

http://www.digitalclaritygroup.com/podcast-5-myths-gdpr/


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Web AccessibilityLegal, Web Accessibility specialist, UX architect

BrandingMarketing, Communications, Public affairs

Digital Records ManagementLegal, Customer Service, Web Manager

Domain NamesIT, Marketing, Web Manager, SEO specialist, Public Relations

Security and PrivacyLegal, IT, HR

Social MediaWeb Manager, HR

Possible policy contributors


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Possible Format:

Title

Summary

Related policies and standards

Revision date

Authors

Policy scope

Exercise: Write a Social Media Policy

Perspectives:

HR

Legal

Marketing / Branding

Web Team (e.g. support)

Communications

Other things to consider:

Imposed rules vs employees’ judgement

The odd few vs the majority

Activities vs outcomes

Benefits and risks


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http://www.ibm.com/blogs/zz/en/guidelines.html




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PoliciesBusiness rules, high-level management statements

StandardsSpecific, measurable controls

GuidelinesAdvice, FYI, recommended but not mandatory

Guidelines, policies, procedures, standards


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Design

Editorial, spelling

Publishing

Development / code

Uptime and availability, page load, performance

Mobile

Web Accessibility

Supported browsers and devices

Broken links

Digital Standards


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Standards have been defined and documentedStandards have been effectively communicated to digital stakeholders

Standards have been implemented viaSoftware tools / a narrow standards-based gate for web publishing

Training and education

Standards compliance is measured and managedSoftware tools can help produce quantified reports

If standards can’t be measured, they should be called guidelines instead


Standards Compliance occurs where:


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Core Digital TeamResponsibilities: program management and product management

Distributed Digital TeamMaintain aspects of digital presence

Working Groups and CommitteesTemporary or permanent, with clear goals and real authority. ‘Bridges’ – facilitators with no governing authority (PMs, UX managers, Scrum managers)

Extended Digital TeamSoftware vendors, digital agencies, systems integrators

“Well organized digital teams produce well-organised digital presence”.


Digital Team


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Consensus

Decision-making vs input


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Is decision making by consensus effective?

Stakeholder Input DecisionMarketingCommunicationsLegalHuman ResourcesITDigital / Web TeamCEO / Board Level

Fill in this matrix for:1. Social Media Policy2. Web CMS platform selection and replacement3. Business case for Digital Transformation4. GDPR compliance5. Redesign project


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Making it happen


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Identifying a sponsor and an advocate.Vice Chancellor’s office, Head of Admissions, CEO, Board

Populating the design team. Beware of self-selected digital governance teams with only core digital team stakeholders, because they are likely to be seen as self-serving and their efforts, however sound, are often largely disregarded.

Starting the design effort. Consider outside support. Understand your digital landscape.

Implementing the framework.Report. Measure. Update.


Making it happen


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Executive Summary

The Problem

Proposed Solution

Benefits, hard and soft

Dependencies

Alternative Options

Cost and Timescales

ROI

Risks

Success Factors

Anatomy of the Business Case


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“All too often, folks buy IT systems to solve a problem without fully understanding what the problem is in the first place. A proactive, up-front approach to digital governance provides an insight into what’s really going on, and most importantly, provides a level of control that frankly is usually lacking in organizations. Buying software first, installing it, and then considering digital governance in retrospect will ensure more work and a much higher risk of failure.”


Digital Governance: Technology

Alan Pelz-SharpeVP & Managing Director VOCalis,Digital Clarity Group


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SiteimproveCrownpeak Digital Quality Management (formerly ActiveStandards)

SitemorseInsites (Silktide)

LittleForest

Web Governance Tools


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Basic content audit

Quality Assurance – spelling, broken links, javascript errors, uptime

Pre-publication checks

Accessibility

SEO

Analytics

Performance and uptime

Search stats

Mobile QA

Social media effectiveness

‘League tables’ for departments and divisions

Web Governance and Web Quality Tools


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http://www.lancaster.ac.uk/current-staff/communications-and-marketing/web-team/working-with-siteimprove/

Siteimprove




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Integration with WordPress. ‘Narrow’ gate of standards.

Sitemorse


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CrownPeak / ActiveStandards


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Insites


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LittleForest


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Getting Digital Governance right is fundamentally important.

Establishing standards is an important part of this effort. Writing standards is not enough – it is the beginning of the journey.

Web governance tools help to implement and enforce standards.

Use analytics for insight and decision-making.

When building a business case, be specific, persuasive and brief.

Summary


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Marianne KayAnalyst at Digital Clarity Group

[email protected]

@marianne_ua

Thank you!

Image credits: nielshariot , nexusplexus / 123RF Stock Photo

mailto:[email protected]

http://www.123rf.com/profile_nielshariot



About Digital Clarity Group

We offer: Consultancy

(strategic advice, technology & agency selections)

Research(interviews, surveys, direct observations)

Thought Leadership(industry events, conferences, webinars, workshops)

We work with: Digital leaders

(business leaders investing in technology)

Technology vendors(software companies)

Service providers (digital agencies and system integrators)

http://www.digitalclaritygroup.com/



digital governance: tools and practices for managing the content chaos

Leadership & Management