mark a. greenfield herding cats web governance in higher education
TRANSCRIPT
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mark a. greenfield
Herding Catsweb governance in higher education
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Mark Greenfield
Higher ed web professional, consultant, keynote speaker, futurist, uwebd
overlord, lacrosse coach, tennis player, music lover, dog rescuer
markgr.com
twitter.com/markgr
delicious.com/markgrwww.linkedin.com/in/markgr
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markgr.com/heweb11
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All persons, living and dead, are purely coincidental, and
should not be construed
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True or False Most college web sites are bad?
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xkcd.com
University Website
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It’s Not Our Fault(most of the time)
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mark a. greenfield
Higher Education:the toughest gig in all the web
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Progress on college campuses is measured in geologic time
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Without Web Governance
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The web is thought of as a collection of micro-sites rather than a single entity.
Academic departments and administrative units think they have their own sites rather than being part of a larger web presence.
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The Entire Site Matters!
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Usability suffers because visitors expect a unified web presence and instead find a site that is graphically diverse and difficult to navigate.
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There are no articulated, measurable goals making it difficult to measure the ROI of web efforts.
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With everyone doing their own thing, there are resource inefficiencies result in wasting time and money.
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The Tipping Point
• The web is now mission critical• Higher Education is Getting Flattened
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Flattened
When the impact of the internet and globalization render and industry
unrecognizable, and in many cases, obsolete
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“Most institutions can no longer afford to be what
they’ve become”
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44%
believe that waste and mismanagement significantly factor
into increasing college costs
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Moving Forward
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the two things that get the attention of senior management
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Web Governance
Deciding who gets to decide
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HiPPO
HIghest Paid Person’s Opinion
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Decisions must be based on expertise, not power
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True Web Governance
• Establishes authority and accountability
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True Web Governance
• Establishes authority and accountability
• Defines the role of all campus units as it relates to the web and establishes how they will support web efforts
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True Web Governance
• Establishes authority and accountability
• Defines the role of all campus units as it relates to the web and establishes how they will support web efforts
• Involves senior leadership
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True Web Governance
• Establishes authority and accountability
• Defines the role of all campus units as it relates to the web and establishes how they will support web efforts
• Involves senior leadership
• Involves line management
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True Web Governance
• Establishes authority and accountability
• Defines the role of all campus units as it relates to the web and establishes how they will support web efforts
• Involves senior leadership
• Involves line management
• Is not a one-off process
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The Web Is Not a Project
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If there is no benefit in following a policy or consequence for violating it,
it becomes nothing more than an institutional artifact.
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Web Governance Artifacts
• Formalization of Authority• Web Strategy• Web Standards• Resource Allocation• Project Prioritization• Web Metrics
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Why do you have a website?
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Institutional Strategy
Web Strategy
ContentStrategy
Social MediaStrategy
IT Strategy
Communications Strategy
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campus committees = legal hostage situations
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IT or Marketing
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let there be web divisions
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Concluding Thoughts
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Concluding Thoughts
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Web Governance Is Your Friend
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Most colleges address web quality by redesigning their site or investing in infrastructure when the real problem
lies in the management practices.
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we’re going to undermine the underminers
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The Key to Success
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Leadership
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Management vs. Leadership
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“There is nothing so useless as
doing efficiently that which
should not be done at all.”
- Peter Drucker
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graduate from a production shop
to a strategic shop
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2011: The Year of Web Governance (in Higher Education)
#hewebgov
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Thank You
mark a greenfield
markgr.comtwitter.com/markgr
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