How to Make Data Governance “Go Viral” at Your Organization Create a fan base by marketing your data governance program Tina McCoppin, Ajilitee Data Governance Winter Conference 2012

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Speaker bio: Tina McCoppin

Tina McCoppin, Partner at Ajilitee

• Former Engagement & Project Manager for Fortune 1000 companies: HP, Knightsbridge, Forte, Seer, Pansophic, Accenture

• 25+ years of IT integration experience

• Managed multiple Information Management delivery teams with 100+ members both onshore and offshore

• Data Governance Strategist

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Create a Data Governance “Fan Base”

• For a DG program to take root and flourish as an effective, game-changing program, cultural adoption must take place

• By blending classic DG education with “infotainment”–and a bit of self- promotion—you can:

◦ Generate awareness, understanding, and support for your DG program

◦ Influence behavioral change

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Our topic today

To help you drive support for data governance through clever ways of communicating program value, status and results

We’ll cover:

• How to get a “Like” for your DG program through creative packaging

• Communication strategies and forums (from traditional to digital)

• Ways to innovate your training and education components

• Real-world examples of creating viral internal support

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Before the “Like”…

• Data Governance programs continue to take root – being given budget and resources

• But…resources are often hi-jacked or budgets reallocated

What should DG core teams be doing?

MARKETING!!!

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What is marketing?

It delivers: •the right message •to the right audience •at the right time •with the right offer

Your message should be clear, consistent and memorable

The goal? •To keep stakeholders informed/engaged •To create a positive “DG brand” for your program and you

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Marketing 101 – Strategic Foundation

Where are

we today?

What’s happening

in the

organization?

What strategies

will succeed?

How can we

position to lead?

Market

Position

Opportunity

Analysis

Market

Dynamics

Marketing

strategy/plan

How do I execute?

Program

execution

• Creating your DG marketing plan is a similar process to building a business case

• First, assess where your DG program is, the opportunities, and where we can establish the greatest impact and benefit

• Then, flesh out your DG marketing plan and basic tactics

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What vehicles are available?

• Collateral and Communications

• Team and Enterprise Events

• Organization Constructs:

◦ Project Management Office

◦ System Development Life Cycle

◦ Change Request

◦ Other Committee Meetings

• Executive Meetings

• Program/Project Meetings

• PR, Awards and Social Media

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Where did we start?

RAMP-UP

• Day 1 Team size = 3

• Company familiarity with Data Governance = zilch

• We first created our “base” DG message deck to educate and socialize business and IT

• What is DG?

• Why do we need DG?

• What are the benefits of DG?

• Roadmap, approach and timeline

• Expectations & time commitment of SMEs and data stewards

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Where did we start?

Then we started holding meetings

1. Based on the DG Roadmap / Plan, we focused on the first Business Area (in terms of data domain or subject area)

2. We held a kick-off meeting with all business people in that group / LOB, using a deck that was 90% base DG, but had a Use Case of a pain point specific to the audience

3. We told them to expect DG to be meeting with some of them

© COPYRIGHT 2012 Ajilitee. Confidential.

Physician Data domain

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Then we started conveying our message… over and over and over

• Creating a whole set of Collateral and Communications

— PowerPoint Presentations

—Have a “10-Minute Overview”

—And a 50-minute version

— E-mails & Internal Communications

— Company-wide Intranet site (if available)

— Internal Newsletter or Portal Articles

— Elevator Sheets

— Cafeteria Tent Cards

— Company ‘TV’ broadcasts Have you heard

the latest about

DG???!!!

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Communicating in creative ways…

• Team and Enterprise Events

— Lunch and Learn sessions

— Roadshows

— Townhalls

— Group Meetings

— Formal Employee & Consultant Training

— Monthly Stakeholder Meetings

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We inserted DG into organization constructs…

• Become a part of the SDLC and Project Mgt Office process

— “Top Priority Projects” Initiation

— PMO Gate Reviews

— IT Audits

— Architecture Review and/or Data Architecture Review

— Risk Meetings

• Executive Meetings

— IT Senior Leadership Meetings

— Strategy Sessions with Directors +

— DG Council Meetings

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We even went external with our story

• By speaking engagements at industry conferences

• There’s significant interest in shared knowledge and experience in DG endeavors

• Your industry colleagues want to hear your best practices and insights

₋ Events

₋ Trade publications

₋ IT awards

• A chance for recognition beyond company walls

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Education & Training

• Create training modules: Mandatory for new employees

—Consider an Annual Computer-Based Training module

• Data Governance modules include

1. 10-minutes new employee mandatory training

2. Data Steward Overview

3. Enterprise Data Governance SharePoint: Policies, lists of stewards and contacts, DG Council news, etc.

• Complementary modules include:

1. Metadata Overview

2. Data Quality Concepts & Framework

3. Master Data Management

4. Enterprise Data Warehouse

5. Enterprise Data Model (each subject area is added)

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What else can you (should you) communicate?

• Policies

• Statistics / metrics / outcomes

• Value and business case of DG program

◦ WOW! moments

• Project status

• General stories –highs and lows

◦ Challenges and rough patches, and insights from them

◦ Incremental successes

• External articles about data governance from the media

Policies

Case Studies

Change Mgmt

Opportunities

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Social media can be powerful for DG

• In your unique role – as a champion for business information – you are the perfect candidate to deliver useful and enlightening information about the value of information

• Consider LinkedIn or your company’s internal SharePoint or Facebook page (if one exists) to share articles and factoids, and a few of your own insights and program results too

• Avoid the common mistake of focusing too much on your program’s own work – mostly share outside information, sprinkled with your own accomplishments

• Incorporate a WOW! Moment. E.g., something about your company’s data as compared to the industry

I am… I did…I’m

great

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Example: Social Media

© COPYRIGHT 2012 Ajilitee. Confidential.

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Syndicated Provider data findings across US:

Example: WOW! Moment

Sample cost implications

• 20% of claims fall out of the auto-claim process, about 1/4 of them due to data quality problems

– It costs about $5 to process a claim manually, versus under $1 to process it electronically

• 9 to 14% of all mail sent to providers is returned

– Calling to verify information costs $3-5 per call, check reissues cost $15-20

• Researching provider information typically takes 20-40 minutes per provider and costs $8-15

Quality Problem Average

% duplicate records 28.0%

% without National ID numbers 21.6%

% bad phone numbers 15.2%

% bad addresses 11.9%

% sanctioned providers 1.3%

% retired providers 0.4%

% deceased providers 0.2%

Source: Enclarity

What is poor data quality costing you?

Poor Healthcare Providers information costs the US $26B/year

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Example: Get people to Friend the DG program

• The “15 Minutes of Fame” syndrome: People love to read about themselves or their department in print

◦ Use their names and how they helped

◦ Include “thank you’s” or “shout outs” in your communications

◦ Have DG Council profiles

• What works on YouTube? Use the same avenues to convey your DG concepts

◦ Entertaining – while still informative – videos or cartoons

◦ Partner up with a colleague to make a “Data governance in 60 seconds or less” video. Nothing fancy needed - camera video and white board sketches can be effective

A big Shout Out

to Katie Miller,

Ben Roth, etc.

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Poll: Who in attendance has used…?

• Collateral and Communications — Tailored PowerPoint Presentations

— Intranet Site / SharePoint site for DG

— Newsletter

— Cafeteria Tent Cards

— E-mails & Internal Communications

— Elevator Sheets

— TV

• Team and Enterprise Events — Lunch n Learn

— Roadshows

— Townhalls

— Group Meetings

— Employee & Consultant Training

— Monthly Stakeholder Meetings

• DG incorporated into SDLC and Chg Mgt — PMO project initiation list

— PMO Gate Reviews

— Risk Meetings

— IT Audits

— Architecture Review Boards

• Executive Meetings — DG Council Meetings

— IT Senior Leadership Meetings

— Staff Meeting

— Strategy Sessions with Directors +

• Program/Project Meetings — Data domain or LOB Program Kick Off Meeting

• PR, Awards, Social Media — Articles in trade media, blog posts

— Speaking engagements

— LinkedIn, Facebook, Twitter, YouTube

— Award submissions

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Create a Calendar When you might use these vehicles

Inception

Q1

Q3

Q2

Q4

Collateral Business case PowerPoints – high level and detailed Elevator Sheets SharePoint page Tent cards Meetings Director Strategy Mtg Kick-off Mtg: LOB/ Data Domain

Employee Trainings Meetings Staff meetings Stakeholder Mtgs DG Council Mtg SDLC/Change Man. Mtg Communications Newsletter, Emails Thought leadership Blog on SharePoint LinkedIn, FB posts

Events Town Halls Roadshow Lunch and Learn Meetings Director Strategy Mtg Stakeholder Mtgs DG Council Mtg Communications Newsletter, Emails Thought leadership Blog on SharePoint LinkedIn, FB posts

Meetings Stakeholder Mtgs DG Council Mtg SDLC/Change Man. Mtg Communications Newsletter, Email Thought leadership Blog on SharePoint LinkedIn, FB posts 1 min YouTube video

Meetings Stakeholder Mtgs DG Council Mtg Communications Newsletter, Email Thought leadership Use social media to share stats on results Blog on SharePoint PR/speaking Awards

Educate and Inform Results and Impact Sell and Setup

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Final Thoughts

• This is less about data governance itself; more about marketing and sales. You thought you were in IT. Wrong! You are also in sales and marketing. Any business professional –yes, IT too –today must play these roles.

• Think about it – you need to research the facts, develop a plan, present a business case, and secure buy-in. Then you need work on gaining continual support for your achievements.

• You need a marketing plan for DG. The goal – to keep stakeholders informed, engaged, and on board.

• If you never thought of yourself as a marketer, don’t worry. Borrow from our toolkit of ideas and you’ll be set.

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Rules for getting a “Like” for DG

• Rule #1: Like Chicago voting – go out and deliver Data Governance messages early and often

• Rule #2: When using a PowerPoint deck, tailor a few pages to the audience ◦ WOW! Moment

◦ Pain point of the Line of Business or your organization

• Rule #3: Use informational and engaging messages

• Rule #4: If available, engage your company’s Communications department; brand yourself with a logo and group name

• Rule #5: Shout Outs and Profiling of people go a long way towards buy-in

• Rule #6: Perception is reality! Data Governance might be doing a great job, but make sure to market so that it is perceived that way

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Thank you

TINA MCCOPPIN PARTNER AND FOUNDER, Ajilitee

tmccoppin@ajilitee.com

847.840.0858

www.linkedin.com/company/ajilitee

www.facebook.com/ajilitee

www.ajilitee.com