Presentation to the Department of Health and Human Services Web Council

1. Unstructured Data and Content
Governance —
It’s NOT a DIET
5 Ways to Sell Governance in
Your Organization
Ahava Leibtag
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2. SHIFTING PATTERNS OF MEDIA
CONSUMPTION
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14. Roadmap for a Digital Government
• Enable the American people and an increasingly
mobile workforce to access high-quality digital
government information and services,
anywhere, anytime, on any device.
• Ensure that as the government adjust to this new
digital world, we seize the opportunity to
procure and manage devices, applications, and
data in smart, secure, affordable ways.
• Unlock the power of government data to spur
innovation across our Nation and improve the
quality of services for the American people.
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15. Imperatives
• Do more with less
• Make it device agnostic
• Consolidate services and strengthen
government’s buying power
• Look forward, look back approach (over
time)
• Stop duplication of efforts
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16. FUNDAMENTAL CONCEPTS IN
CONTENT AND DATA
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17. 3 Layers of Digital Services
Open Data &
Content
Systems,
Processes,
Management
and Web APIs
Government
Digital
Services/Private
Sector Digital
Services
Customers
(American
People and
Employees)
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18. OPEN DATA
Making your data available to the public
through a Web API (Application Programming
Interface)
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Data

19. WEB API
An interface that allows for the open sharing
of data through a set of standards.
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Data Web API

20. APPLICATION
Software designed to allow the user to perform
specific tasks.
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Data Web API Application

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22. Structured Content
• Fields are defined
• Defined tags around content types
• Create a structure for the content manually
or through a CMS
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23. Unstructured Content
• Content with no semantic tagging to make the
meaning understandable by a computer
• Content tied to its placeholder or form
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25. Information Tsunami
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26. Why do we want structured content?
• By defining content types, we free our
content to publish on any type of interface:
“anywhere, anytime, on any device”
• Separate content from display
• Makes our content portable so it can be
device agnostic
• Eliminates the idea of the page
• COPE=Create Once, Publish Everywhere
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27. IS THERE A WAY TO LASSO THIS
CONTENT?
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28. Vision without execution is delusion.
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29. Content Governance?
Content governance is the day-to-day and long
term management of content and creates a
comprehensive user experience across channels.
Tools:
• Taxonomies
• Style Guides
• Workflows
• Editorial Calendars
• Meta-tagging
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30. Taxonomies=Classification Schema
Blue
• Aqua
• Turquoise
• Sky blue
• Midnight blue
• Navy
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31. Taxonomies=Classification Schema
BLUE
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32. TAXONOMY
We define a taxonomy as the classification of
an organization’s data, information, content,
and expertise into a hierarchical structure.
When this agreed-upon classification of terms,
keywords, concepts, categories, is applied to
your organization's content as metadata it
becomes a powerful tool in making
information work across the enterprise.
--Seth Earley
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34. How to create taxonomies?
Step I: Understand the domain model:
1. Who are the actors?
2. Who are the consumers?
3. What system are they using?
4. What’s the nature of the information they
are managing?
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35. Step II: Understand the
organizational maturity
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Not
ready to
execute
More ready
to execute
What do we have to do to get to Point B?

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37. Step III: Create unifying principles
1. Manually examine high-level content
2. Use automated tools for tagging medium
level content
3. Use error sampling to ensure automated
tools did a good job
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38. CONTENT GOVERNANCE AS A
LIFESTYLE CHOICE
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D I E T

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42. Rethink Governance
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45. Rule #1:
Claim it as a lifestyle
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48. Rule #2:
If you bite it, write it.
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49. Documentation is challenging.
But it must be done.
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Systems Create
Freedom.

51. Rule #3:
You can choose not to count it,
but it counts.
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54. Rule #4:
Schedule it into your life
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57. Rule #5:
Find strong support systems
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60. 5 Rules for Lifestyle Governance
1. Claim it as a lifestyle choice.
2. If you bite it, write it.
3. You can choose not to count it, but it counts.
4. Schedule it into your life.
5. Find strong support systems.
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61. Questions, comments, thoughts?
Ahava Leibtag
Aha Media Group, LLC
ahava@ahamediagroup.com
Twitter: ahavaL
301-452-5331
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