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


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


This will not be fun


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


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


What is website governance & why is it SO important?


Website GovernanceYour institution’s structure

of people, process and policies to maintain and manage your website over time.


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


Okay, so how do I build a governance plan?


Laying the groundwork


Steps to building a solid foundation1. Define goals (vision for future)2. Conduct current-state analysis3. Get executive level support4. Build your teams


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?


A robust, cohesive website with lots of useful and compelling content published by SMEs, that

supports our brand and motivates our target audiences.


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)?


Tuition & FeesCost ComparisonsFinancial AidScholarships


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


Content is KINGGreat site = great content = many content contributors = unwieldy


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


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)


Creating your plan (the 5Rs)


The 5Rs *

* Special thanks to Candi Harrison: http://candioncontent.blogspot.com

Roles1 Responsibilities2 Relationships3

Rules4 Review5


http://candioncontent.blogspot.com/

http://candioncontent.blogspot.com/

*DISCLAIMERThis is a STRUCTURE for creating a

plan. The actual details will be unique based on your individual

goals, resources and culture.


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



Unit Leader Content Owner

Content Contributor

Content Editor

Web Management

Team

InformationTechnology

Services

Web Advisory Committee

Executive Leadership

Hands-on

Oversight & Advisory

Leadership


Responsibilities2Thursday, May 23, 13


ResponsibilitiesEach of the various players’ responsibilities> What do each of the Roles do?




Content Contributor

Content Editor

Web Management

Team


Services



Hands-on


Leadership




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




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




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




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



Web Management

Team


Services



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



Web Management

Team


Services


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



Web Management

Team


Services


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




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


Relationships3Thursday, May 23, 13


RelationshipsHow the roles interact with one another, including: > Who trumps whom and how > The checks and balances to maintain the efficiency

of the system



Web Management

Team

Content Contributor

Content Editor


Services



Must comply with guidelines, owned by the WMT

Defines messaging strategy

Provide directionto Content Owner for their unit’s content

Guidelines


Unit Leader is informed by WAC and enforces action against Content Contributor

Unit Leader Content Contributor

Content Owner

Content Editor

Web Management

Team


Services



WAC recommends disciplinary action against Content Contributor

Executive Leadership has

final approval or veto power




Services


Content Contributor

Content Editor

Web Management

Team


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


Rules4Thursday, May 23, 13


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:



Content Guidelines> Appropriate content> Writing for the web> Writing styles> Multimedia content> Accessibility & SEO> Accurate & interesting

content> Nomenclature> Formatting> etc.



Brand and Style Guidelines



Content Workflow Process



Social Media Integration and Publishing Policies



Institution-wide Policies


Review5Thursday, May 23, 13


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.



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?



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



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



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


Putting it into action (It looks good on paper, but . . .)


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


Thank you!follow VisionPoint: @vispoint | @ahatony

email VisionPoint: [email protected]

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