Web Governance
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The document discusses the evolution and importance of web governance, highlighting its shift from simple ownership to a comprehensive framework that addresses strategy, operational efficiency, compliance, and technology integration across public websites. It emphasizes the need for clear processes, documentation, measurement, and brand protection to enhance organizational accountability and engagement in a rapidly changing internet landscape. Furthermore, it outlines the emerging challenges in managing online brand engagement, content governance, and the integration of various technologies to support efficient information management.
Web Governance
- 1. Web governanceA broader perspectiveVamosa client briefing12.11.09www.davidgreen.me.uk
- 2. Web governanceWeb governance has matured from simply ‘ownership’ and an ‘editorial board’ to providing a broad enabling framework to deliver an effective (usually multi-estate) public website.Formal governance board with relevant representation from key parts of business to oversee strategy, operational review, metrics, compliance and development roadmap. Reports to executive sponsor.But its a changing world...
- 3. Web - evolutionWeb 1.0Dial-upPassive downloadingPeripheral comms activityLimited business valueWeb 2.0BroadbandRich mediaUser generated contentIncreasing business valueSemantic webAIBusiness valueSocial webWeb 3.0WirelessIntelligent agentsMachine manipulationInter-operable contentStrategic imperativeKnowledgeInformationBrochure-ware200020051995TodayComplexity & role of technology
- 4. Web governance - peopleHR house in order - org structure (incl. outsourced), standarised job descriptions, objectives and professional development plansCreate an internal community:Functional skills development Knowledge development & exchangeReplicate best practices (case studies and toolkits)Regular internal communications & conference callsIn person web workshopsSupport documentationBenefits:Develop deep professional capability but also broader awareness Improve staff retention and provide an internal career pathHigher productivity, reduced risk etc.
- 5. Web governance - processesImportant to embed common processes for greater operational efficiency and cost reductionHard – publishing workflow and content lifecycle, technology functionality, marketing channels, brand standards, automated tool monitoringSoft – editorial (incl. SEO), marketing campaigns, analytics, sales pipeline, brand guidelinesInvolve external suppliers with processes
- 6. Web governance - technologyCommon infrastructure:
- 9. User training & documentation
- 10. Ensure integration between products
- 11. Global common information architecture, functionality and brandingPortalInteraction managementSearch & taxonomyContent managementDesign & brand Metrics & analysis Accessibility & usabilitySocial media
- 12. Web governance - standardsSpecific, prescriptive and enforceableDetailed in own documentation, but must also be continually referenced across all documentationNeed to be granular and extensiveCode - W3C – HTML, XML, CSSDesign incl accessibility and usabilityBrandSearch engine optimisationSemantic – RDF, OWLNot same as policy e.g. employee use
- 13. Web governance - documentationPortfolio of documentation required:Detailed technical user manuals (e.g. CMS)In-system help database and inline/field tips and guidance‘How to’ guides for marketing tactics e.g. Podcast production, search engine marketing, email campaigns etc.FAQs library on intranet – quick resolution, can address gaps in current documentation e.g. New functionality releaseIntegrate relevant documentation from elsewhere in the organisation e.g. brand standards, CRM sales pipelineIntegrate to relevant documentation for other parts of the organisation e.g. Marketing planning process
- 14. Web governance - measurementMeasurement & evaluation is a critical component of any business processDemonstrate accountability and value to your organisationDrive operational excellence and alignment of infrastructureInstil common processesFacilitates transparency in how time and budget is being spentDistil insights to input to strategy and future planningHowever, must be clear on what is to be evaluated, and why.The purpose of measurement is to provide insights;Isolated data points are of limited valueTrend line data and benchmarking are criticalIs critical to developing any business case for funding
- 15. Web governance - measurementDistribution does not equate to communicationDelivery is as important as the actual messageDifferent audiences will require different data, insights, and formats.Avoid information overload:Reports should be easy to scan – pick up key highlightsPresent analysis and benchmark comparison – not tons of raw dataCreate good visual impact - and ensure fully brand complaintGet the frequency right – recipients will soon switch offMost people do not remember detailed facts – but nearly everyone develops impressions which once formed can be powerful and self re-enforcing – basic human psychology
- 16. Looking outsideThe broader web presence
- 17. Web presenceWeb governance must also seek to protect the organisation, its brand and reputation across the internetOnline brand protection – focused on organised, systematic, and often criminal infringements on an organisation’s brand, trademarks and IPOnline brand engagement – monitoring social media and engaging with customer initiated conversations
- 18. Online brand protection449, 584 incidents of cybersquatting recorded in Q4 08 – up 18% yoy*.Brand abuse on the web is growing in scale and sophistication, and also increasingly opportunisticWidespread, organised, criminal brand and trademark infringements – which use a wide variety of techniques such as phishing, malware, spam, cybersquatting etc.“The release rate of malicious code and other unwanted programs may be exceeding that of legitimate software applications”.Symantec Internet Security Threat Report’ April 09
- 19. Online brand infringementGlobal Counterfeit SalesDefend Revenue: control online channels, prevent loss of revenueCounterfeit Wholesale ExchangesGray Market SalesIdentity Fraud(Financial)Protect Brand: monitor for abuses and take actionIdentity/ Credential Theft(Phishing)Complexity of ThreatBrand AbuseDirect Marketing of Fake GoodsBrand ComplianceTraffic DiversionCreate Ownership in Identity with global domain registration and managementCustomer SolicitationFalse AssociationCopycat SitesDisparagementCyber-SquattingSource: MarkMonitorSeverity of Threat
- 20. Online brand protectionEfforts will depend on threat type.Issue prioritisation based on riskanalysis of the 3 R’s:Priority content of concernProcess for determining sites for enforcementConsiderations for responding to infringersMonitor results to demonstrate ROIYou are defending your:Rights (IP)
- 21. Revenue
- 23. Online brand engagement‘Social media’ encompasses a broad spectrum of websites and tools, but all are defined by rapid micro-communications content sharing/syndication‘real-time’ timeframes‘Control’ over customer conversations - noOrganisations must Listen, Respond to, and Engage with, customer and stakeholder communications, content and feedback.
- 24. Social media spectrumSocial video, photo & audioSocial bookmarkingSocial networksWikisMicroblogsBlogsWidgets & MashupsSocial media
- 25. Web presence governance issuesTools Brand monitoringSocial media monitoring and sitesPeople - need dedicated roles for each area – deep expertise and fast moving areaPolicies - Social media employee use policyStandards - Brand infringement prioritisation and responseScenario planning - e.g. crisis communications
- 26. Web governance – common approach for..
- 28. Enterprise content governanceEven a large global multi-estate website operates within a discreet organisational contextFairly structured, CMS environmentEnterprises are struggling with an explosive growth in information assets:Unmanaged unstructured contentContent storage in multiple systemsExtensive content duplicationMultiple metadata structures Enterprise Search is not effective Storage capacity reaching its limitsGovernance models are system based
- 29. Enterprise content governanceLittle to no content quality assurance across the enterprise:How much content? By type? By age? By utilisation?Content audit and diagnosticsArchiving strategy and policiesCompliance to retention policiesInformation Lifecycle Management (ILM) – aligning the business value of information with most appropriate and cost effective IT infrastructure
- 30. Enterprise content governanceWebsites will increasingly be part of an enterprise content platform that incorporates ECMDocument managementDigital asset managementEnterprise searchIntegrated enterprise and desktop applicationsContent will be increasingly integratedContent will be re-used in parts of the organisation it may not have originally been created for
- 31. Open contentHTML – machine displayXML – machine manipulationInformation interchange – sharing semantics & transformational rulesHTML 5XML based mark-up languages RDFOntologiesAI/Intelligent agentsReuse data and content across inter-operable applications
- 32. Web - evolutionWeb 1.0Dial-upPassive downloadingPeripheral comms activityLimited business valueWeb 2.0BroadbandRich mediaUser generated contentIncreasing business valueSemantic webAIBusiness valueSocial webWeb 3.0WirelessIntelligent agentsMachine manipulationInter-operable contentStrategic imperativeKnowledgeInformationBrochure-ware200020051995TodayComplexity & role of technology
- 33. Semantic web governanceWeb governance will continue to broaden in scope:Autonomy vs accountability of intelligent agentsenterprise security, access and data protection parametersuser-determined privacy settings to safely contain interactions authenticate the veracity of content sources and other agents through the use of digital signaturesGovernance to determine the rules for sub-assembly of content in the information value chain