SlideShare a Scribd company logo
1 of 48
Download to read offline
1 0 STEPS TO SALVATION: CREATING DIGITAL 
GOVERNANCE THAT WORKS 
C O N FA B E U R O P E 2 0 1 4 
K AT E T H OMA S
What we’ll cover 
• The governance problem 
• What does good governance look like? 
• 10 steps to achieve this
The governance problem
Governance is your life raft 
Processes People Technology
Without it you’re lost. 
Enterprise web governance 
ensures the proper stewardship 
of an organizational 
web presence. 
Lisa Welchman
Old style governance 
• Fixed world of wires 
e.g. big mainframes, 
expensive technology 
suites 
• Online was owned by 
the IT department 
• Early online publishing 
not dissimilar to print 
• Transferring old 
governance 
frameworks made 
sense
The governance group hug! 
people 
tech 
process 
This is digital 
This is governance
Disruption! Challengers! Start-ups! 
1998 2000 
2005 
2003 
2005 2006 
2009 2010 2010
And new ways of doing everything
New world order 
Everyone is a publisher.
The digital-content-governance group hug! 
tech 
content 
process people 
This is digital 
This is governance
The digital-content-governance group hug! 
tech 
content 
process people 
This is digital 
This is governance
Alas, failures of governance abound. 
Some tell tale signs of inattention to governance: 
• Not everyone is on board the digital train 
• Poor documentation and format 
• No clear process for sign-off or approval 
• No shared understanding of managing non-standard 
requests
With an impact on people building digital 
Crazy workflows! 
1. Request to web team 
2. To and fro with client 
3. Upload to CMS 
4. Screenshots of CMS preview 
5. Copy into PPT 
6. Add narrative showing interaction 
7. Regs & Compliance review 
8. Two-week turnaround 
9. Back to web team 
10. Upload to live
And trying to use it 
x x
Why is this happening? 
No-one wants content to be wrong. 
Or sets out to work crazy hours via a 
dumb workflow. 
So what’s the problem?
It’s because the frameworks in place don’t work. 
They’re: 
– outmoded 
– focused on print 
– not agile 
– typically convoluted
Governance needs a facelift 
• Focus is analogue, not digital 
• Websites are is now the shop front: don’t make it hard for 
people to see in 
• This is all new; businesses didn’t have to do this 10, 15 
years ago 
• They now have to do their job AND do digital
How do we need to think differently about 
governance? 
• It’s not what it used to be 
• Governance isn’t a document, a committee, a gatekeeper 
– It’s a new way of working 
• Twenty-first century 
governance is the supportive 
mesh of digital success
What does digital governance mean to content? 
• It means content and context is 
mapped, prioritized and 
understood 
• Teamwork! 
• Content is 
– On-brand, correct 
– Compliant 
– Accurate 
– Measurable and working hard
What does good governance 
look like?
Digital governance: scope 
Technology and operations 
CMS set up, database 
configuration, infrastructure 
Joiners, leavers, movers 
Local ownership and 
control, training, access 
management 
Workflow 
Support requests, change 
requests, automated 
approval 
Content 
Content governance: the 
heart of any governance 
framework 
• Text 
Sourcing, writing, translating, 
adding, editing, removing 
• Images 
Picking images – library or 
photo shoot? Formats, sizes 
• Metadata & tagging 
Technical details count! 
• Tone of voice 
It’s not just what you say, it’s 
how you say it 
• Visual style 
Stay on-brand: ensure the site 
perfects personalised 
experiences 
• Content management 
Keeping people and systems 
in sync 
• Analytics 
Your compass of truth
Governance framework 
Global Steering Guidelines Planning Tools Optimization 
Global steering 
committee 
Global KPI 
framework 
Agency (and inter-agency) 
management 
Global guidelines 
Local guidelines 
Global / local 
content calendars 
Tactical planning 
Content 
updates 
Digital asset 
manage-ment 
Evaluation 
Optimization 
Content 
distribution 
Processes / people Software / tools Documents / policies 
Analytics
Example of a digital-content workflow 
Set-up Planning 
Sourcing 
Formatting Editing Creation. 
Reviewing and 
publishing 
Monitoring Removal
And digital content deliverables 
Content 
plan 
Content KPI 
framework 
Approval 
principles 
Content 
briefs 
Editorial 
guidelines 
Content 
templates
10 steps to salvation
1. Strategy 
• Start by defining a plan and a common vision for the 
organisation 
• Align digital with strategic business goals 
– User centred strategy 
– User centred content 
• Have an entrepreneurial information leader
2. People: you’re lost without leadership 
• Your executive must be on board 
– If the head honchos don’t get digital and live and breathe the 
vision, you’re wasting your energy – nothing will ever happen 
– Your CMO and CTO must get on 
• CMOs will spend more on tech by 2017 than CIOs do now 
• If you’re in a leadership role, employ the right people: 
trust them to do their job
3. Tech 
• Hardware, servers, software, systems are tools 
• Tech doesn't have to be big 
• Start small, prove your principles, grow
Follow the leaders 
Start small, prove your principles, grow 
Like the Hearst corporation 
• Hearst magazines uses WordPress to power 
their (corporate) website
4. Spring clean! 
• By now you know 
– what you’re trying to achieve (strategy) 
– who’s leading on it (people) 
– the tools you’ll need (tech) 
• Now it’s time to get rid of the dead wood 
– Small teams 
– Smart work practices 
– Begin as you intend to continue: it’s happening – it’s no 
longer a project; it is/will be, your reality
5. Content 
• Not all content is the same 
– Learn to spot the difference 
– Use insight to learn what’s important to your users 
• A content strategy frames all activity; no (strategic) ticket, 
no start 
– You need a content vision, to prevent a whole world of 
wrongness
Just ask…
Who are all losing market share to 
digital disruptors
6. Workflows 
• Workflows map dependencies and lays circuits that link 
relationships 
– Remove friction 
• Design them to be inclusive, nimble, empowered, 
empathetic, smart 
• Build with muscle and power so you can pull the plug 
before it’s too late
Great work flows = productivity! 
Lessons from the public sector: 
• Transparency helps accountability 
• More at stake than the bottom line 
• Long term vision 
– efficiencies of investment in research, policy over decades 
• Shared cultural understandings
Reflowing the workflow 
Crazy Perfectly sensible workflow 
1. Request to web team 
2. To and fro with client 
3. Upload to CMS test server 
4. Send link to test site to Regs & Compliance for review 
5. One-week two week turnaround 
6. Back to web team 
7. Upload to live
Reflowing the workflow 
Crazy Perfectly sensible workflow 
1. Request to web team 
2. To and fro with client 
3. Upload to CMS test server 
4. Send link to test site to Regs & Compliance for review 
5. One-week two week turnaround 
6. Back to web team 
7. Upload to live
7. Corridor chats 
• Let’s get social: colleagues and higher ups 
• Create a framework everyone understands 
• Engineer corridor chats with decision makers to keep the 
wheels oiled 
• Harness all resources you can: sell digital!
8. Your audience 
• It’s time to check in with the people paying your salary: 
customers, students, clients: 
• Is your governance framework working for them? 
• When they need to do something with you, to find that phone 
number to keep their lights on, are you helping them? 
• Is governance supporting the strategy, which is supporting 
users/customers
9. No rest for the wicked 
• Not resting on your laurels: 
– Test always with data against smart benchmarks 
– How effective is digital? 
– How much have you spent? 
– Are people reading/doing/acting on your products? 
– Are you joined up. 
– What needs to change? 
– What’s working, what’s not? 
• Everything today is measurable: make this a fundamental 
part of your framework
10. Yoga time 
• Be agile, nimble, flexible 
• You’re not locked into anything 
• You need to be future prepared 
– Future proofing, but without the expectation of 
perfection; you don’t know what’s coming, so set 
things up to be ready to move
10 steps 
3. Tech 
2. People 
1. Strategy 
10. Yoga 
9. Data 
7. Corridor chats 
6. Work flows 
5. Content 
8. Audience 
4. Spring clean
Take aways
Takeaways 
1. Content - the heart 
and lungs of digital; 
governance - the 
muscles/ligaments and 
central nervous system 
2. Content strategists 
must own governance 
and lead the 
conversation
Takeaways 
3. Governance applies 
across the content 
lifecycle; it’s not a 
checkpoint before launch 
4. Embrace the new 
way of working in digital 
– give governance a 
hug
Thank you
Acknowledgements! 
A big thank you to Alex Papageorgiou for her hand-drawn 
graphics. (She saved you from death by PowerPoint and my 
slides from looking very boring indeed.) 
And for ongoing inspiration, to members of the DigitasLBi 
content strategy team, past and present.

More Related Content

What's hot

Digital Transformation
Digital TransformationDigital Transformation
Digital TransformationDr. Sunder Raj
 
GRI Introduction
GRI IntroductionGRI Introduction
GRI Introductionmkorzelius
 
Understanding Digital transformation
Understanding Digital transformation Understanding Digital transformation
Understanding Digital transformation Patrizia Bertini
 
7 Ways to Lead Digital Transformation Without Being an IT Specialist
7 Ways to Lead Digital Transformation Without Being an IT Specialist7 Ways to Lead Digital Transformation Without Being an IT Specialist
7 Ways to Lead Digital Transformation Without Being an IT SpecialistVistage UK
 
It’s Time for a QMS Revolution with Quality 4.0
It’s Time for a QMS Revolution with Quality 4.0It’s Time for a QMS Revolution with Quality 4.0
It’s Time for a QMS Revolution with Quality 4.0PECB
 
Government as a platform: 2018 GaaP Readiness Index
Government as a platform: 2018 GaaP Readiness IndexGovernment as a platform: 2018 GaaP Readiness Index
Government as a platform: 2018 GaaP Readiness Indexaccenture
 
Building a Better Healthcare Dashboard
Building a Better Healthcare DashboardBuilding a Better Healthcare Dashboard
Building a Better Healthcare DashboardPerficient, Inc.
 
Future-ready Insurance Systems – An Insurer’s Guide to Optimizing Technology ...
Future-ready Insurance Systems – An Insurer’s Guide to Optimizing Technology ...Future-ready Insurance Systems – An Insurer’s Guide to Optimizing Technology ...
Future-ready Insurance Systems – An Insurer’s Guide to Optimizing Technology ...Accenture Insurance
 
Environmental social governance (esg)
Environmental social governance (esg)Environmental social governance (esg)
Environmental social governance (esg)Peter Schellinck
 
Eight Success Factors of Digital Transformation by Brian Solis
 Eight Success Factors of Digital Transformation by Brian Solis Eight Success Factors of Digital Transformation by Brian Solis
Eight Success Factors of Digital Transformation by Brian SolisBrian Solis
 
Digital Transformation
Digital TransformationDigital Transformation
Digital TransformationVishal Sharma
 
Building a Case for Digital Transformation - Getting the Board on board
Building a Case for Digital Transformation - Getting the Board on boardBuilding a Case for Digital Transformation - Getting the Board on board
Building a Case for Digital Transformation - Getting the Board on boardDigital Chameleon Learning
 
Innovation in Design | Digital Transformation 2019
Innovation in Design | Digital Transformation 2019Innovation in Design | Digital Transformation 2019
Innovation in Design | Digital Transformation 2019Italian Design Brands
 
HIMSS Analytics Adoption Model for Analytics Maturity - March 2016
HIMSS Analytics Adoption Model for Analytics Maturity - March 2016HIMSS Analytics Adoption Model for Analytics Maturity - March 2016
HIMSS Analytics Adoption Model for Analytics Maturity - March 2016James E. Gaston, FHIMSS
 
Agile Innovation in the Food Industry
Agile Innovation in the Food IndustryAgile Innovation in the Food Industry
Agile Innovation in the Food IndustryEd Morrison
 
chapter 1- Digital Matrix.pptx
chapter 1-  Digital Matrix.pptxchapter 1-  Digital Matrix.pptx
chapter 1- Digital Matrix.pptxjosephstanly3
 

What's hot (20)

Digital Transformation
Digital TransformationDigital Transformation
Digital Transformation
 
GRI Introduction
GRI IntroductionGRI Introduction
GRI Introduction
 
Understanding Digital transformation
Understanding Digital transformation Understanding Digital transformation
Understanding Digital transformation
 
7 Ways to Lead Digital Transformation Without Being an IT Specialist
7 Ways to Lead Digital Transformation Without Being an IT Specialist7 Ways to Lead Digital Transformation Without Being an IT Specialist
7 Ways to Lead Digital Transformation Without Being an IT Specialist
 
It’s Time for a QMS Revolution with Quality 4.0
It’s Time for a QMS Revolution with Quality 4.0It’s Time for a QMS Revolution with Quality 4.0
It’s Time for a QMS Revolution with Quality 4.0
 
Government as a platform: 2018 GaaP Readiness Index
Government as a platform: 2018 GaaP Readiness IndexGovernment as a platform: 2018 GaaP Readiness Index
Government as a platform: 2018 GaaP Readiness Index
 
Building a Better Healthcare Dashboard
Building a Better Healthcare DashboardBuilding a Better Healthcare Dashboard
Building a Better Healthcare Dashboard
 
Future-ready Insurance Systems – An Insurer’s Guide to Optimizing Technology ...
Future-ready Insurance Systems – An Insurer’s Guide to Optimizing Technology ...Future-ready Insurance Systems – An Insurer’s Guide to Optimizing Technology ...
Future-ready Insurance Systems – An Insurer’s Guide to Optimizing Technology ...
 
Environmental social governance (esg)
Environmental social governance (esg)Environmental social governance (esg)
Environmental social governance (esg)
 
Benefits management and organisational change
Benefits management and organisational changeBenefits management and organisational change
Benefits management and organisational change
 
Digital Transformation
Digital Transformation Digital Transformation
Digital Transformation
 
Eight Success Factors of Digital Transformation by Brian Solis
 Eight Success Factors of Digital Transformation by Brian Solis Eight Success Factors of Digital Transformation by Brian Solis
Eight Success Factors of Digital Transformation by Brian Solis
 
Ethics Final Ppt
Ethics Final PptEthics Final Ppt
Ethics Final Ppt
 
Digital Transformation
Digital TransformationDigital Transformation
Digital Transformation
 
Building a Case for Digital Transformation - Getting the Board on board
Building a Case for Digital Transformation - Getting the Board on boardBuilding a Case for Digital Transformation - Getting the Board on board
Building a Case for Digital Transformation - Getting the Board on board
 
Balance Score Card
Balance Score CardBalance Score Card
Balance Score Card
 
Innovation in Design | Digital Transformation 2019
Innovation in Design | Digital Transformation 2019Innovation in Design | Digital Transformation 2019
Innovation in Design | Digital Transformation 2019
 
HIMSS Analytics Adoption Model for Analytics Maturity - March 2016
HIMSS Analytics Adoption Model for Analytics Maturity - March 2016HIMSS Analytics Adoption Model for Analytics Maturity - March 2016
HIMSS Analytics Adoption Model for Analytics Maturity - March 2016
 
Agile Innovation in the Food Industry
Agile Innovation in the Food IndustryAgile Innovation in the Food Industry
Agile Innovation in the Food Industry
 
chapter 1- Digital Matrix.pptx
chapter 1-  Digital Matrix.pptxchapter 1-  Digital Matrix.pptx
chapter 1- Digital Matrix.pptx
 

Viewers also liked

Getting $*it Done: Implementing Your Digital Strategy (MCN2015)
Getting $*it Done: Implementing Your Digital Strategy (MCN2015)Getting $*it Done: Implementing Your Digital Strategy (MCN2015)
Getting $*it Done: Implementing Your Digital Strategy (MCN2015)Jane Alexander
 
Digital governance framework overview v1.2
Digital governance framework overview v1.2Digital governance framework overview v1.2
Digital governance framework overview v1.2Owen McLaughlin
 
[Report] Social Business Governance: A Framework to Execute Social Business S...
[Report] Social Business Governance: A Framework to Execute Social Business S...[Report] Social Business Governance: A Framework to Execute Social Business S...
[Report] Social Business Governance: A Framework to Execute Social Business S...Altimeter, a Prophet Company
 
Electrics plc - Digital Communication
Electrics plc - Digital CommunicationElectrics plc - Digital Communication
Electrics plc - Digital CommunicationCarlose Lopez
 
Marketing programme template
Marketing programme templateMarketing programme template
Marketing programme templateCarlose Lopez
 
Buyer persona template
Buyer persona templateBuyer persona template
Buyer persona templateCarlose Lopez
 
How to identify a good customer
How to identify a good customerHow to identify a good customer
How to identify a good customerCarlose Lopez
 
Diario Negocio - Digital Strategy
Diario Negocio - Digital StrategyDiario Negocio - Digital Strategy
Diario Negocio - Digital StrategyCarlose Lopez
 
No Dollars, All Sense: Digital Adaptation at the Blanton Museum of Art
No Dollars, All Sense: Digital Adaptation at the Blanton Museum of ArtNo Dollars, All Sense: Digital Adaptation at the Blanton Museum of Art
No Dollars, All Sense: Digital Adaptation at the Blanton Museum of ArtKoven Smith
 
BBC Digital Design Framework 2016
BBC Digital Design Framework 2016BBC Digital Design Framework 2016
BBC Digital Design Framework 2016TheBBCInternetBlog
 
BBC Digital Design Framework
BBC Digital Design FrameworkBBC Digital Design Framework
BBC Digital Design Frameworkbbcinternetblog
 
How to create a business strategy
How to create a business strategyHow to create a business strategy
How to create a business strategyCarlose Lopez
 
HxRefactored 2015: Lisa Welchman "Digital Governance"
HxRefactored 2015: Lisa Welchman "Digital Governance"HxRefactored 2015: Lisa Welchman "Digital Governance"
HxRefactored 2015: Lisa Welchman "Digital Governance"HxRefactored
 

Viewers also liked (20)

Getting $*it Done: Implementing Your Digital Strategy (MCN2015)
Getting $*it Done: Implementing Your Digital Strategy (MCN2015)Getting $*it Done: Implementing Your Digital Strategy (MCN2015)
Getting $*it Done: Implementing Your Digital Strategy (MCN2015)
 
Digital governance framework overview v1.2
Digital governance framework overview v1.2Digital governance framework overview v1.2
Digital governance framework overview v1.2
 
[Report] Social Business Governance: A Framework to Execute Social Business S...
[Report] Social Business Governance: A Framework to Execute Social Business S...[Report] Social Business Governance: A Framework to Execute Social Business S...
[Report] Social Business Governance: A Framework to Execute Social Business S...
 
Electrics plc - Digital Communication
Electrics plc - Digital CommunicationElectrics plc - Digital Communication
Electrics plc - Digital Communication
 
Marketing programme template
Marketing programme templateMarketing programme template
Marketing programme template
 
Buyer persona template
Buyer persona templateBuyer persona template
Buyer persona template
 
How to identify a good customer
How to identify a good customerHow to identify a good customer
How to identify a good customer
 
Beco Social Reader
Beco Social ReaderBeco Social Reader
Beco Social Reader
 
Diario Negocio - Digital Strategy
Diario Negocio - Digital StrategyDiario Negocio - Digital Strategy
Diario Negocio - Digital Strategy
 
Assessment of Pre-Primary Education Pre-Service Teachers Dispositional Resist...
Assessment of Pre-Primary Education Pre-Service Teachers Dispositional Resist...Assessment of Pre-Primary Education Pre-Service Teachers Dispositional Resist...
Assessment of Pre-Primary Education Pre-Service Teachers Dispositional Resist...
 
No Dollars, All Sense: Digital Adaptation at the Blanton Museum of Art
No Dollars, All Sense: Digital Adaptation at the Blanton Museum of ArtNo Dollars, All Sense: Digital Adaptation at the Blanton Museum of Art
No Dollars, All Sense: Digital Adaptation at the Blanton Museum of Art
 
Overall Interpretive Framework
Overall Interpretive FrameworkOverall Interpretive Framework
Overall Interpretive Framework
 
Scaling Up DHegley Slides with talking points
Scaling Up DHegley Slides with talking pointsScaling Up DHegley Slides with talking points
Scaling Up DHegley Slides with talking points
 
BBC Digital Design Framework 2016
BBC Digital Design Framework 2016BBC Digital Design Framework 2016
BBC Digital Design Framework 2016
 
BBC Digital Design Framework
BBC Digital Design FrameworkBBC Digital Design Framework
BBC Digital Design Framework
 
BBC Design Research Framework
BBC Design Research FrameworkBBC Design Research Framework
BBC Design Research Framework
 
How to create a business strategy
How to create a business strategyHow to create a business strategy
How to create a business strategy
 
HxRefactored 2015: Lisa Welchman "Digital Governance"
HxRefactored 2015: Lisa Welchman "Digital Governance"HxRefactored 2015: Lisa Welchman "Digital Governance"
HxRefactored 2015: Lisa Welchman "Digital Governance"
 
Content design 101
Content design 101Content design 101
Content design 101
 
Proposal of a Framework of IT Governance for Public Universities in Ecuador
Proposal of a Framework of IT Governance for Public Universities in Ecuador Proposal of a Framework of IT Governance for Public Universities in Ecuador
Proposal of a Framework of IT Governance for Public Universities in Ecuador
 

Similar to 10 steps to salvation: Creating digital governance that works

How to Facilitate the Government of our Governance - SharePoint
How to Facilitate the Government of our Governance - SharePointHow to Facilitate the Government of our Governance - SharePoint
How to Facilitate the Government of our Governance - SharePointvman916
 
Organisational principles for digital collaboration - keynote at Enterprise 2...
Organisational principles for digital collaboration - keynote at Enterprise 2...Organisational principles for digital collaboration - keynote at Enterprise 2...
Organisational principles for digital collaboration - keynote at Enterprise 2...David Terrar
 
MSCPA Update 2017
MSCPA Update 2017MSCPA Update 2017
MSCPA Update 2017Allen Lloyd
 
IT In The Park 2016
IT In The Park 2016IT In The Park 2016
IT In The Park 2016Ray Bugg
 
Building a business culture for digital success. A Stickyeyes Webinar, 9 Marc...
Building a business culture for digital success. A Stickyeyes Webinar, 9 Marc...Building a business culture for digital success. A Stickyeyes Webinar, 9 Marc...
Building a business culture for digital success. A Stickyeyes Webinar, 9 Marc...Stickyeyes
 
Making personas work
Making personas workMaking personas work
Making personas workBruce Darby
 
Large scale agile_svante_lidman
Large scale agile_svante_lidmanLarge scale agile_svante_lidman
Large scale agile_svante_lidmanSvante Lidman
 
DPBoK Foundation Certification Introduction
DPBoK Foundation Certification IntroductionDPBoK Foundation Certification Introduction
DPBoK Foundation Certification IntroductionAshraf Fouad
 
Social intranet content management by Toby Ward
Social intranet content management by Toby WardSocial intranet content management by Toby Ward
Social intranet content management by Toby WardPrescient Digital Media
 
Website Governance Nirvana in 7 steps.
Website Governance Nirvana in 7 steps.Website Governance Nirvana in 7 steps.
Website Governance Nirvana in 7 steps.Emma Pittar
 
Social networks and social media analysis in the context of the enterprise
Social networks and social media analysis in the context of the enterpriseSocial networks and social media analysis in the context of the enterprise
Social networks and social media analysis in the context of the enterpriseRamez Al-Fayez
 
Embracing the long term view to build a true digital workplace
Embracing the long term view to build a true digital workplaceEmbracing the long term view to build a true digital workplace
Embracing the long term view to build a true digital workplaceAndries den Haan
 
Lean Product Development
Lean Product DevelopmentLean Product Development
Lean Product DevelopmentTim McMahon
 
Planning for Positive Change with Customer Relations Management/CRM Software
Planning for Positive Change with Customer Relations Management/CRM SoftwarePlanning for Positive Change with Customer Relations Management/CRM Software
Planning for Positive Change with Customer Relations Management/CRM SoftwareMonday Loves You
 
Workshop 11 jim downie
Workshop 11   jim downieWorkshop 11   jim downie
Workshop 11 jim downiePolicy Lab
 
The Agile Generational Workforce
The Agile Generational WorkforceThe Agile Generational Workforce
The Agile Generational WorkforceCprime
 

Similar to 10 steps to salvation: Creating digital governance that works (20)

How to Facilitate the Government of our Governance - SharePoint
How to Facilitate the Government of our Governance - SharePointHow to Facilitate the Government of our Governance - SharePoint
How to Facilitate the Government of our Governance - SharePoint
 
Organisational principles for digital collaboration - keynote at Enterprise 2...
Organisational principles for digital collaboration - keynote at Enterprise 2...Organisational principles for digital collaboration - keynote at Enterprise 2...
Organisational principles for digital collaboration - keynote at Enterprise 2...
 
MSCPA Update 2017
MSCPA Update 2017MSCPA Update 2017
MSCPA Update 2017
 
IT In The Park 2016
IT In The Park 2016IT In The Park 2016
IT In The Park 2016
 
Building a business culture for digital success. A Stickyeyes Webinar, 9 Marc...
Building a business culture for digital success. A Stickyeyes Webinar, 9 Marc...Building a business culture for digital success. A Stickyeyes Webinar, 9 Marc...
Building a business culture for digital success. A Stickyeyes Webinar, 9 Marc...
 
Making personas work
Making personas workMaking personas work
Making personas work
 
Large scale agile_svante_lidman
Large scale agile_svante_lidmanLarge scale agile_svante_lidman
Large scale agile_svante_lidman
 
DPBoK Foundation Certification Introduction
DPBoK Foundation Certification IntroductionDPBoK Foundation Certification Introduction
DPBoK Foundation Certification Introduction
 
Social intranet content management by Toby Ward
Social intranet content management by Toby WardSocial intranet content management by Toby Ward
Social intranet content management by Toby Ward
 
Website Governance Nirvana in 7 steps.
Website Governance Nirvana in 7 steps.Website Governance Nirvana in 7 steps.
Website Governance Nirvana in 7 steps.
 
Social networks and social media analysis in the context of the enterprise
Social networks and social media analysis in the context of the enterpriseSocial networks and social media analysis in the context of the enterprise
Social networks and social media analysis in the context of the enterprise
 
Embracing the long term view to build a true digital workplace
Embracing the long term view to build a true digital workplaceEmbracing the long term view to build a true digital workplace
Embracing the long term view to build a true digital workplace
 
Lean Product Development
Lean Product DevelopmentLean Product Development
Lean Product Development
 
Lean Project Management
Lean Project ManagementLean Project Management
Lean Project Management
 
Planning for Positive Change with Customer Relations Management/CRM Software
Planning for Positive Change with Customer Relations Management/CRM SoftwarePlanning for Positive Change with Customer Relations Management/CRM Software
Planning for Positive Change with Customer Relations Management/CRM Software
 
Intranet content management (webinar)
Intranet content management (webinar)Intranet content management (webinar)
Intranet content management (webinar)
 
Workshop 11 jim downie
Workshop 11   jim downieWorkshop 11   jim downie
Workshop 11 jim downie
 
Attract & Retain Members with Content Strategy
Attract & Retain Members with Content StrategyAttract & Retain Members with Content Strategy
Attract & Retain Members with Content Strategy
 
The Agile Generational Workforce
The Agile Generational WorkforceThe Agile Generational Workforce
The Agile Generational Workforce
 
Devops1
Devops1Devops1
Devops1
 

Recently uploaded

Presentation2.pptx - JoyPress Wordpress
Presentation2.pptx -  JoyPress WordpressPresentation2.pptx -  JoyPress Wordpress
Presentation2.pptx - JoyPress Wordpressssuser166378
 
LESSON 5 GROUP 10 ST. THOMAS AQUINAS.pdf
LESSON 5 GROUP 10 ST. THOMAS AQUINAS.pdfLESSON 5 GROUP 10 ST. THOMAS AQUINAS.pdf
LESSON 5 GROUP 10 ST. THOMAS AQUINAS.pdfmchristianalwyn
 
Benefits of doing Internet peering and running an Internet Exchange (IX) pres...
Benefits of doing Internet peering and running an Internet Exchange (IX) pres...Benefits of doing Internet peering and running an Internet Exchange (IX) pres...
Benefits of doing Internet peering and running an Internet Exchange (IX) pres...APNIC
 
Bio Medical Waste Management Guideliness 2023 ppt.pptx
Bio Medical Waste Management Guideliness 2023 ppt.pptxBio Medical Waste Management Guideliness 2023 ppt.pptx
Bio Medical Waste Management Guideliness 2023 ppt.pptxnaveenithkrishnan
 
Check out the Free Landing Page Hosting in 2024
Check out the Free Landing Page Hosting in 2024Check out the Free Landing Page Hosting in 2024
Check out the Free Landing Page Hosting in 2024Shubham Pant
 
Computer 10 Lesson 8: Building a Website
Computer 10 Lesson 8: Building a WebsiteComputer 10 Lesson 8: Building a Website
Computer 10 Lesson 8: Building a WebsiteMavein
 
LESSON 10/ GROUP 10/ ST. THOMAS AQUINASS
LESSON 10/ GROUP 10/ ST. THOMAS AQUINASSLESSON 10/ GROUP 10/ ST. THOMAS AQUINASS
LESSON 10/ GROUP 10/ ST. THOMAS AQUINASSlesteraporado16
 
Introduction to ICANN and Fellowship program by Shreedeep Rayamajhi.pdf
Introduction to ICANN and Fellowship program  by Shreedeep Rayamajhi.pdfIntroduction to ICANN and Fellowship program  by Shreedeep Rayamajhi.pdf
Introduction to ICANN and Fellowship program by Shreedeep Rayamajhi.pdfShreedeep Rayamajhi
 
WordPress by the numbers - Jan Loeffler, CTO WebPros, CloudFest 2024
WordPress by the numbers - Jan Loeffler, CTO WebPros, CloudFest 2024WordPress by the numbers - Jan Loeffler, CTO WebPros, CloudFest 2024
WordPress by the numbers - Jan Loeffler, CTO WebPros, CloudFest 2024Jan Löffler
 
Zero-day Vulnerabilities
Zero-day VulnerabilitiesZero-day Vulnerabilities
Zero-day Vulnerabilitiesalihassaah1994
 
Vision Forward: Tracing Image Search SEO From Its Roots To AI-Enhanced Horizons
Vision Forward: Tracing Image Search SEO From Its Roots To AI-Enhanced HorizonsVision Forward: Tracing Image Search SEO From Its Roots To AI-Enhanced Horizons
Vision Forward: Tracing Image Search SEO From Its Roots To AI-Enhanced HorizonsRoxana Stingu
 
TYPES AND DEFINITION OF ONLINE CRIMES AND HAZARDS
TYPES AND DEFINITION OF ONLINE CRIMES AND HAZARDSTYPES AND DEFINITION OF ONLINE CRIMES AND HAZARDS
TYPES AND DEFINITION OF ONLINE CRIMES AND HAZARDSedrianrheine
 

Recently uploaded (12)

Presentation2.pptx - JoyPress Wordpress
Presentation2.pptx -  JoyPress WordpressPresentation2.pptx -  JoyPress Wordpress
Presentation2.pptx - JoyPress Wordpress
 
LESSON 5 GROUP 10 ST. THOMAS AQUINAS.pdf
LESSON 5 GROUP 10 ST. THOMAS AQUINAS.pdfLESSON 5 GROUP 10 ST. THOMAS AQUINAS.pdf
LESSON 5 GROUP 10 ST. THOMAS AQUINAS.pdf
 
Benefits of doing Internet peering and running an Internet Exchange (IX) pres...
Benefits of doing Internet peering and running an Internet Exchange (IX) pres...Benefits of doing Internet peering and running an Internet Exchange (IX) pres...
Benefits of doing Internet peering and running an Internet Exchange (IX) pres...
 
Bio Medical Waste Management Guideliness 2023 ppt.pptx
Bio Medical Waste Management Guideliness 2023 ppt.pptxBio Medical Waste Management Guideliness 2023 ppt.pptx
Bio Medical Waste Management Guideliness 2023 ppt.pptx
 
Check out the Free Landing Page Hosting in 2024
Check out the Free Landing Page Hosting in 2024Check out the Free Landing Page Hosting in 2024
Check out the Free Landing Page Hosting in 2024
 
Computer 10 Lesson 8: Building a Website
Computer 10 Lesson 8: Building a WebsiteComputer 10 Lesson 8: Building a Website
Computer 10 Lesson 8: Building a Website
 
LESSON 10/ GROUP 10/ ST. THOMAS AQUINASS
LESSON 10/ GROUP 10/ ST. THOMAS AQUINASSLESSON 10/ GROUP 10/ ST. THOMAS AQUINASS
LESSON 10/ GROUP 10/ ST. THOMAS AQUINASS
 
Introduction to ICANN and Fellowship program by Shreedeep Rayamajhi.pdf
Introduction to ICANN and Fellowship program  by Shreedeep Rayamajhi.pdfIntroduction to ICANN and Fellowship program  by Shreedeep Rayamajhi.pdf
Introduction to ICANN and Fellowship program by Shreedeep Rayamajhi.pdf
 
WordPress by the numbers - Jan Loeffler, CTO WebPros, CloudFest 2024
WordPress by the numbers - Jan Loeffler, CTO WebPros, CloudFest 2024WordPress by the numbers - Jan Loeffler, CTO WebPros, CloudFest 2024
WordPress by the numbers - Jan Loeffler, CTO WebPros, CloudFest 2024
 
Zero-day Vulnerabilities
Zero-day VulnerabilitiesZero-day Vulnerabilities
Zero-day Vulnerabilities
 
Vision Forward: Tracing Image Search SEO From Its Roots To AI-Enhanced Horizons
Vision Forward: Tracing Image Search SEO From Its Roots To AI-Enhanced HorizonsVision Forward: Tracing Image Search SEO From Its Roots To AI-Enhanced Horizons
Vision Forward: Tracing Image Search SEO From Its Roots To AI-Enhanced Horizons
 
TYPES AND DEFINITION OF ONLINE CRIMES AND HAZARDS
TYPES AND DEFINITION OF ONLINE CRIMES AND HAZARDSTYPES AND DEFINITION OF ONLINE CRIMES AND HAZARDS
TYPES AND DEFINITION OF ONLINE CRIMES AND HAZARDS
 

10 steps to salvation: Creating digital governance that works

  • 1. 1 0 STEPS TO SALVATION: CREATING DIGITAL GOVERNANCE THAT WORKS C O N FA B E U R O P E 2 0 1 4 K AT E T H OMA S
  • 2. What we’ll cover • The governance problem • What does good governance look like? • 10 steps to achieve this
  • 4. Governance is your life raft Processes People Technology
  • 5. Without it you’re lost. Enterprise web governance ensures the proper stewardship of an organizational web presence. Lisa Welchman
  • 6. Old style governance • Fixed world of wires e.g. big mainframes, expensive technology suites • Online was owned by the IT department • Early online publishing not dissimilar to print • Transferring old governance frameworks made sense
  • 7. The governance group hug! people tech process This is digital This is governance
  • 8. Disruption! Challengers! Start-ups! 1998 2000 2005 2003 2005 2006 2009 2010 2010
  • 9. And new ways of doing everything
  • 10. New world order Everyone is a publisher.
  • 11. The digital-content-governance group hug! tech content process people This is digital This is governance
  • 12. The digital-content-governance group hug! tech content process people This is digital This is governance
  • 13. Alas, failures of governance abound. Some tell tale signs of inattention to governance: • Not everyone is on board the digital train • Poor documentation and format • No clear process for sign-off or approval • No shared understanding of managing non-standard requests
  • 14. With an impact on people building digital Crazy workflows! 1. Request to web team 2. To and fro with client 3. Upload to CMS 4. Screenshots of CMS preview 5. Copy into PPT 6. Add narrative showing interaction 7. Regs & Compliance review 8. Two-week turnaround 9. Back to web team 10. Upload to live
  • 15. And trying to use it x x
  • 16. Why is this happening? No-one wants content to be wrong. Or sets out to work crazy hours via a dumb workflow. So what’s the problem?
  • 17. It’s because the frameworks in place don’t work. They’re: – outmoded – focused on print – not agile – typically convoluted
  • 18. Governance needs a facelift • Focus is analogue, not digital • Websites are is now the shop front: don’t make it hard for people to see in • This is all new; businesses didn’t have to do this 10, 15 years ago • They now have to do their job AND do digital
  • 19. How do we need to think differently about governance? • It’s not what it used to be • Governance isn’t a document, a committee, a gatekeeper – It’s a new way of working • Twenty-first century governance is the supportive mesh of digital success
  • 20. What does digital governance mean to content? • It means content and context is mapped, prioritized and understood • Teamwork! • Content is – On-brand, correct – Compliant – Accurate – Measurable and working hard
  • 21. What does good governance look like?
  • 22. Digital governance: scope Technology and operations CMS set up, database configuration, infrastructure Joiners, leavers, movers Local ownership and control, training, access management Workflow Support requests, change requests, automated approval Content Content governance: the heart of any governance framework • Text Sourcing, writing, translating, adding, editing, removing • Images Picking images – library or photo shoot? Formats, sizes • Metadata & tagging Technical details count! • Tone of voice It’s not just what you say, it’s how you say it • Visual style Stay on-brand: ensure the site perfects personalised experiences • Content management Keeping people and systems in sync • Analytics Your compass of truth
  • 23. Governance framework Global Steering Guidelines Planning Tools Optimization Global steering committee Global KPI framework Agency (and inter-agency) management Global guidelines Local guidelines Global / local content calendars Tactical planning Content updates Digital asset manage-ment Evaluation Optimization Content distribution Processes / people Software / tools Documents / policies Analytics
  • 24. Example of a digital-content workflow Set-up Planning Sourcing Formatting Editing Creation. Reviewing and publishing Monitoring Removal
  • 25. And digital content deliverables Content plan Content KPI framework Approval principles Content briefs Editorial guidelines Content templates
  • 26. 10 steps to salvation
  • 27. 1. Strategy • Start by defining a plan and a common vision for the organisation • Align digital with strategic business goals – User centred strategy – User centred content • Have an entrepreneurial information leader
  • 28. 2. People: you’re lost without leadership • Your executive must be on board – If the head honchos don’t get digital and live and breathe the vision, you’re wasting your energy – nothing will ever happen – Your CMO and CTO must get on • CMOs will spend more on tech by 2017 than CIOs do now • If you’re in a leadership role, employ the right people: trust them to do their job
  • 29. 3. Tech • Hardware, servers, software, systems are tools • Tech doesn't have to be big • Start small, prove your principles, grow
  • 30. Follow the leaders Start small, prove your principles, grow Like the Hearst corporation • Hearst magazines uses WordPress to power their (corporate) website
  • 31. 4. Spring clean! • By now you know – what you’re trying to achieve (strategy) – who’s leading on it (people) – the tools you’ll need (tech) • Now it’s time to get rid of the dead wood – Small teams – Smart work practices – Begin as you intend to continue: it’s happening – it’s no longer a project; it is/will be, your reality
  • 32. 5. Content • Not all content is the same – Learn to spot the difference – Use insight to learn what’s important to your users • A content strategy frames all activity; no (strategic) ticket, no start – You need a content vision, to prevent a whole world of wrongness
  • 34. Who are all losing market share to digital disruptors
  • 35. 6. Workflows • Workflows map dependencies and lays circuits that link relationships – Remove friction • Design them to be inclusive, nimble, empowered, empathetic, smart • Build with muscle and power so you can pull the plug before it’s too late
  • 36. Great work flows = productivity! Lessons from the public sector: • Transparency helps accountability • More at stake than the bottom line • Long term vision – efficiencies of investment in research, policy over decades • Shared cultural understandings
  • 37. Reflowing the workflow Crazy Perfectly sensible workflow 1. Request to web team 2. To and fro with client 3. Upload to CMS test server 4. Send link to test site to Regs & Compliance for review 5. One-week two week turnaround 6. Back to web team 7. Upload to live
  • 38. Reflowing the workflow Crazy Perfectly sensible workflow 1. Request to web team 2. To and fro with client 3. Upload to CMS test server 4. Send link to test site to Regs & Compliance for review 5. One-week two week turnaround 6. Back to web team 7. Upload to live
  • 39. 7. Corridor chats • Let’s get social: colleagues and higher ups • Create a framework everyone understands • Engineer corridor chats with decision makers to keep the wheels oiled • Harness all resources you can: sell digital!
  • 40. 8. Your audience • It’s time to check in with the people paying your salary: customers, students, clients: • Is your governance framework working for them? • When they need to do something with you, to find that phone number to keep their lights on, are you helping them? • Is governance supporting the strategy, which is supporting users/customers
  • 41. 9. No rest for the wicked • Not resting on your laurels: – Test always with data against smart benchmarks – How effective is digital? – How much have you spent? – Are people reading/doing/acting on your products? – Are you joined up. – What needs to change? – What’s working, what’s not? • Everything today is measurable: make this a fundamental part of your framework
  • 42. 10. Yoga time • Be agile, nimble, flexible • You’re not locked into anything • You need to be future prepared – Future proofing, but without the expectation of perfection; you don’t know what’s coming, so set things up to be ready to move
  • 43. 10 steps 3. Tech 2. People 1. Strategy 10. Yoga 9. Data 7. Corridor chats 6. Work flows 5. Content 8. Audience 4. Spring clean
  • 45. Takeaways 1. Content - the heart and lungs of digital; governance - the muscles/ligaments and central nervous system 2. Content strategists must own governance and lead the conversation
  • 46. Takeaways 3. Governance applies across the content lifecycle; it’s not a checkpoint before launch 4. Embrace the new way of working in digital – give governance a hug
  • 48. Acknowledgements! A big thank you to Alex Papageorgiou for her hand-drawn graphics. (She saved you from death by PowerPoint and my slides from looking very boring indeed.) And for ongoing inspiration, to members of the DigitasLBi content strategy team, past and present.

Editor's Notes

  1. Content is at the heart of digital. And all of a sudden, the relationships that map content’s relationship and context become more important than ever.
  2. Without governance, content and digital falls apart.
  3. Failures of governance abound. Here are just a few indicators that governance has been neglected. Not everyone is on board. This is from the leadership and executive down through management and to staff. For example, in my job, an all too common scenario is that a company has asked DigitasLBi to help them transform their business so it’s digitally viable. Typically, this request comes from the executive who have bought into the idea and recognise the need for digital transformation. But they forgot to sell their plans internally. Or make structural changes necessary to help transformation. So when I come in and deal with clients who are a few rungs down in the organisation, they’re not prepared, equipped or empowered to work properly with us Poor documentation: confusing requests in systems or documents that are hard work to use. Constraints of format that create duplicate content Sign-off procedures and workflows that have not been adapted or modified to keep up with realities of digital publishing. And panicked emergency publishing instead of something that’s expected, resourced and planned for. Not to mention you have no way to way to keep track of investment or have confidence that digital is on track.
  4. How does this then play out? Not happily. Failures of governance are no fun for anyone. For example, for people working in digital. One client I was working with had a convoluted approval system for updates to the website because of an inflexible regs and compliance department. This meant that every time the web team updated a product page, before they could publish, they copied the CMS preview of newly-built pages to PowerPoint, wrote a narrative showing how people interacted with the new content, and sent to the Compliance Team for sign-off. Who had a two-week turnaround on approvals. This was at a large multinational company operating, as all do, to some level or another, within a regulatory framework. So requests from the web team were frequent. And the web team was subsequently unnecessarily overworked and stressed.
  5. If people building the site are stressed, let’s pause and think about the hapless reader looking for help/advice/information/something to buy. http://www.webpagesthatsuck.com/worst-websites-of-2012.html http://www.futuro-house.net/page3.html This is the story of an energy company providing emergency phone numbers for people who’s power had cut out in bad weather. There was a handy link on the home page to a content page in Help and support with the numbers people needed. This page was great for people: it had a clean design, was uncluttered, the information easy to read and the emergency numbers accurate. Marvellous. Cold shivering person was able to find the information they needed quickly, make the call with the last of their battery power. Two weeks later, they lost power again. But this was isolated, not widespread so the energy company didn’t think enough people were affected to warrant a home page link. So person goes to home page, but with no link, there’s no easy way for them to find the page again. They recall it was in Help and support, so choose that. And sees Emergencies in the nav and finds a page here that they *think* is right. …. Unfortunately, once the link dropped off the home page, there was no way people who needed this information could find it again. The page they could find, sensibly still sitting there in Help and Support, was cluttered and not entirely accurate. So findable, but not particularly readable. These poor publishing practices also led to an overworked web team, who’d gone to the effort of creating a new page instead of updating the existing. But the biggest impact? The customer using the last of their mobile phone battery power to get the power back on who can’t find the help they need.
  6. It’s not because governance isn’t considered. Every organisation we work with has a governance framework
  7. Because it’s the internet. The internet has sucked power out of the centre and given it to us. Great for customers – we now all walk around wrapped in digital blankets. Never away from our phones. Always checking in. Or checking out. And now expect and demand businesses to keep up. Business might have thought five, 10 years ago that they needed a website. So did that. But they now need to do much more. But how joined up is it? And is your web content you? Is it what you want it to be? Does it reflect YOU? We’ve seen in scenario 1 that there is a process; it’s just outmoded. It doesn’t reflect the new reality of digital publishing.
  8. Because governance isn’t a document, a committee. It’s a new way of working. It’s a framework that let’s people get on with their day-to-day reality, but with the assurance that time is well spent because it’s joined up.