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In conjunction with 
A presentation by 
with Shane Diffily 
Web Governance 
3 steps to better
Shane Diffily 
www.diffily.com
Shane Diffily 
@diffily
London, Nov. 25th 
Web Governance 
Masterclass 
www.diffily.com 
In collaboration with
www.diffily.com/events
Content 
Accessibility 
Usability
Content 
Accessibility 
Usability 
Governance
Promotion 
Social 
Networks 
Strategy 
Planning 
Content 
Design 
Build 
Hosting 
Performance 
Review 
Publishing 
Feedbac...
Web Governance … is how we make decisions.
Web Governance … is how we make decisions.
Web Governance … is about operations.
Web Governance … is about strategy.
Web Governance … is how we do stuff!
Web Design … is graphic design.
Web Design … is graphic design.
Web Design … is user experience.
Web Design … is a process!
Web Governance is a system for managing an online presence in a controlled & orderly way.
It delivers the certainty & stability you need to focus on online goals.
•Huge content volumes 
•New sites & social networks 
•Massive user engagement 
•High user expectations 
•High internal exp...
Huge demands & no authority lead to fractious relations & high staff turnover. 
Dissatisfied staff 
Governance issues lead...
The journey to better Web Governance has 3 steps. 
“We have lots of quality issues & my Web Team is in revolt! 
“My manage...
Promotion 
Social Networks 
Strategy 
Planning 
Content 
Design 
Build 
Hosting 
Performance 
Review 
Publishing 
Feedback...
First, restructure how you think about your web operations. 
Use this model to categorize everything into 2 key groups. 
1...
First, restructure how you think about your web operations. 
Use this model to categorize everything into 2 key groups. 
T...
First, restructure how you think about your web operations. 
Use this model to categorize everything into 2 key groups. 
T...
Promotion 
Social Networks 
Content 
Design 
Build 
Hosting 
Performance 
Review 
Publishing 
Feedback 
Technical monitori...
Promotion 
Social 
Networks 
Hosting 
Performance 
Publishing 
Feedback 
Technical monitoring 
QA 
Data & security mgt 
KP...
Hosting 
Technical monitoring 
Data & security mgt 
Testing 
Systems 
Teams 
Budget 
Roles 
Tools 
Procedures 
Documentati...
Promotion 
Testing 
Systems 
Teams 
Budget 
Roles 
Tools 
Procedures 
Documentation 
Skills 
Manpower 
Technology 
Archite...
Promotion 
Testing 
Systems 
Budget 
Roles 
Tools 
Procedures 
Documentation 
Technology 
Manpower 
Skills 
Roles & respon...
Systems 
Budget 
Tools 
Technology 
Testing 
Roles 
Standards 
Procedures 
Policies 
Documentation 
The Resources of Proce...
Budget 
Testing 
Roles 
Technology 
Systems 
Software 
The Resources of Tools 
For more detail, go to diffily.com/download...
Salaries 
Software 
Other, e.g. contractors 
The Resources of Budget 
For more detail, go to diffily.com/downloads 
1. Dis...
Now, you can start to get “Organized”. 
To begin, audit your operations to fill-in any critical gaps. 
Are you missing ess...
2. Organize 
Learn about these indicators at www.diffily.com/articles/governanceanalytics.htm 
You can also evaluate the q...
2. Organize 
You can also evaluate the quality of delivery. 
Are minimum standards being met? 
Learn about these indicator...
2. Organize 
You can also evaluate the quality of delivery. Are minimum standards being met? 
Learn about these indicators...
Now, to clarify how to do things better measure the ‘Scale’ of your management burden. 
2. Organize 
Learn how to calculat...
2. Organize 
Scale measures the Complexity, Size, Engagement of your online presence. 
•Complexity measures the management...
2. Organize 
Highly complex 
Large volumes 
Lots of engagement 
Now, to clarify how to do things better measure 
the ‘Scal...
2. Organize 
Highly complex Large volumes Lots of engagement 
This means operational Activities 
will occur very frequentl...
2. Organize 
Highly complex Large volumes Lots of engagement 
This means operational Activities will occur very frequently...
Finally, design a web management system that can cope. 
This includes roles, responsibilities, staffing, tools, etc. 
Comm...
Central Digital Unit 
The clearest trend in Web Governance in Large-Scale operations is towards Centralised Digital Units....
UK central government has shown how successful balanced Web Governance with clear authority can be. 
3. Optimize
Staff with the right tools & support will produce consistently better content. 
Improved quality 
A web team with the righ...
London, Nov. 25th 
Web Governance 
Masterclass 
www.diffily.com 
In collaboration with
“Gold” 
London, Nov. 25th 
Web Governance 
Masterclass 
www.diffily.com 
In collaboration with 
Discount code
A free presentation from www.diffily.com
3 Steps to Better Web Governance
3 Steps to Better Web Governance
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3 Steps to Better Web Governance

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The concept of Web Governance is currently attracting a lot of attention.

It seems as if its moment has finally arrived - which is encouraging because until recently few industry commentators or senior managers were interested in the details of managing a website.

The reason is that there were just too many other problems that needed fixing first – like getting the basics of usability right, implementing accessibility or improving content.

And while we must admit that work remains to be done in these areas, many of the fundamentals have been put to bed.

As a consequence attention is now switching to how such tasks – and the resources needed to support them – are managed.

The shift to Web Governance highlights a realization that if the trajectory of online experience is to be maintained, a more professional approach to operations is needed.

Indeed, disciplines like design and content are now so widely understood that they are being gradually exhausted as differentiators .
This means that the way in which they are managed is becoming progressively more important to creating & maintaining value.

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3 Steps to Better Web Governance

  1. 1. In conjunction with A presentation by with Shane Diffily Web Governance 3 steps to better
  2. 2. Shane Diffily www.diffily.com
  3. 3. Shane Diffily @diffily
  4. 4. London, Nov. 25th Web Governance Masterclass www.diffily.com In collaboration with
  5. 5. www.diffily.com/events
  6. 6. Content Accessibility Usability
  7. 7. Content Accessibility Usability Governance
  8. 8. Promotion Social Networks Strategy Planning Content Design Build Hosting Performance Review Publishing Feedback Technical monitoring QA Data & security mgt Change control Governance policies KPIs Architecture mgt Testing Approve activity Systems Teams Budget Roles Tools Procedures Documentation Skills Manpower Technology Performance monitoring
  9. 9. Web Governance … is how we make decisions.
  10. 10. Web Governance … is how we make decisions.
  11. 11. Web Governance … is about operations.
  12. 12. Web Governance … is about strategy.
  13. 13. Web Governance … is how we do stuff!
  14. 14. Web Design … is graphic design.
  15. 15. Web Design … is graphic design.
  16. 16. Web Design … is user experience.
  17. 17. Web Design … is a process!
  18. 18. Web Governance is a system for managing an online presence in a controlled & orderly way.
  19. 19. It delivers the certainty & stability you need to focus on online goals.
  20. 20. •Huge content volumes •New sites & social networks •Massive user engagement •High user expectations •High internal expectations Recent years have seen a MASSIVE growth in organisations’ •Unclear Roles & Responsibilities •Unclear processes & procedures •Issues with distributed publishing •Unclear web ownership/leadership •Lack of tools, budget & skills But this growth has often not been matched by changes in Online Ambition Web Governance
  21. 21. Huge demands & no authority lead to fractious relations & high staff turnover. Dissatisfied staff Governance issues lead to delays, errors, uncertainty & poorer web quality. Unhappy users Errors & delays put the reputation of your organization at risk … & the public is watching. Anxious executives This has led to And And
  22. 22. The journey to better Web Governance has 3 steps. “We have lots of quality issues & my Web Team is in revolt! “My management team is ready to invest in web operations. “My budget is now in place, so it is time to get serious. Step 3. Optimize Step 2. Organize Step 1. Discover
  23. 23. Promotion Social Networks Strategy Planning Content Design Build Hosting Performance Review Publishing Feedback Technical monitoring QA Data & security mgt Change control Governance policies KPIs Architecture mgt Testing Approve activity Systems Teams Budget Roles Tools Procedures Documentation Skills Manpower Technology Performance monitoring First, restructure how you think about your web operations. Use this model to categorize everything into 2 key groups. 1. Discover
  24. 24. First, restructure how you think about your web operations. Use this model to categorize everything into 2 key groups. 1. Discover Learn about this model of Web Management at www.diffily.com/articles/model.htm
  25. 25. First, restructure how you think about your web operations. Use this model to categorize everything into 2 key groups. These Activities describe everything you must do to manage an online presence effectively. Roles 1. Discover Learn about this model of Web Management at www.diffily.com/articles/model.htm
  26. 26. First, restructure how you think about your web operations. Use this model to categorize everything into 2 key groups. These Activities describe everything you must do to manage an online presence effectively. These Resources describe everything you must have to make the above Activities happen. Roles 1. Discover Learn about this model of Web Management at www.diffily.com/articles/model.htm
  27. 27. Promotion Social Networks Content Design Build Hosting Performance Review Publishing Feedback Technical monitoring QA Data & security mgt KPIs Testing Systems Teams Budget Roles Tools Procedures Documentation Skills Manpower Technology Planning Change control Architecture mgt Set strategy & KPIs Set policy & standards Acquire resource & budget Police online activity The Activities of Leadership For more detail, go to diffily.com/downloads 1. Discover
  28. 28. Promotion Social Networks Hosting Performance Publishing Feedback Technical monitoring QA Data & security mgt KPIs Testing Systems Teams Budget Roles Tools Procedures Documentation Skills Manpower Technology Architecture mgt Change control Planning Content Design Build Testing Hosting Review Publicity The Activities of Development For more detail, go to diffily.com/downloads 1. Discover
  29. 29. Hosting Technical monitoring Data & security mgt Testing Systems Teams Budget Roles Tools Procedures Documentation Skills Manpower Technology Architecture mgt Publishing Quality assurance Engagement monitoring Performance monitoring Infrastructure monitoring Change control The Activities of Maintenance For more detail, go to diffily.com/downloads 1. Discover
  30. 30. Promotion Testing Systems Teams Budget Roles Tools Procedures Documentation Skills Manpower Technology Architecture selection Architecture management Performance management Data & security management The Activities of Infrastructure For more detail, go to diffily.com/downloads 1. Discover
  31. 31. Promotion Testing Systems Budget Roles Tools Procedures Documentation Technology Manpower Skills Roles & responsibilities Teams & authority The Resources of People For more detail, go to diffily.com/downloads 1. Discover
  32. 32. Systems Budget Tools Technology Testing Roles Standards Procedures Policies Documentation The Resources of Processes For more detail, go to diffily.com/downloads 1. Discover
  33. 33. Budget Testing Roles Technology Systems Software The Resources of Tools For more detail, go to diffily.com/downloads 1. Discover
  34. 34. Salaries Software Other, e.g. contractors The Resources of Budget For more detail, go to diffily.com/downloads 1. Discover
  35. 35. Now, you can start to get “Organized”. To begin, audit your operations to fill-in any critical gaps. Are you missing essential software or tools? Are there unresolved issues of ownership or authority? Does your team have out-of- date roles & responsibilities? Are important activities being ignored or left incomplete? 2. Organize
  36. 36. 2. Organize Learn about these indicators at www.diffily.com/articles/governanceanalytics.htm You can also evaluate the quality of delivery. Are minimum standards being met?
  37. 37. 2. Organize You can also evaluate the quality of delivery. Are minimum standards being met? Learn about these indicators at www.diffily.com/articles/governanceanalytics.htm
  38. 38. 2. Organize You can also evaluate the quality of delivery. Are minimum standards being met? Learn about these indicators at www.diffily.com/articles/governanceanalytics.htm
  39. 39. Now, to clarify how to do things better measure the ‘Scale’ of your management burden. 2. Organize Learn how to calculate your own Web Management burden at www.diffily.com/articles/websitescale.htm Management Burden
  40. 40. 2. Organize Scale measures the Complexity, Size, Engagement of your online presence. •Complexity measures the management impact of technology, especially hosting. •Size measures the management impact of the production of web content/services. •Engagement measures the management impact of traffic, comments & feedback. Now, to clarify how to do things better measure the ‘Scale’ of your management burden.
  41. 41. 2. Organize Highly complex Large volumes Lots of engagement Now, to clarify how to do things better measure the ‘Scale’ of your management burden. Learn how to calculate your own Web Management burden at www.diffily.com/articles/websitescale.htm
  42. 42. 2. Organize Highly complex Large volumes Lots of engagement This means operational Activities will occur very frequently. Now, to clarify how to do things better measure the ‘Scale’ of your management burden. Learn how to calculate your own Web Management burden at www.diffily.com/articles/websitescale.htm
  43. 43. 2. Organize Highly complex Large volumes Lots of engagement This means operational Activities will occur very frequently. This means lots of investment will be needed to acquire all Resources. Now, to clarify how to do things better measure the ‘Scale’ of your management burden. Learn how to calculate your own Web Management burden at www.diffily.com/articles/websitescale.htm
  44. 44. Finally, design a web management system that can cope. This includes roles, responsibilities, staffing, tools, etc. Common skills include: - Code - Design - Content Leadership & team structures systems are often as shown. Ownership often resides with IT, Communications or Corp. Affairs. Manpower/staffing can be upwards of 12+ FTEs.* Common tools include CMS, QA, Analytics, Monitoring & more. - Marketing - Analytics - Technical *6 FTEs (Full Time Equivalents) is an estimate for a Mid-Large Scale operation. 3. Optimize Learn how to configure your own Web Team at www.diffily.com/articles/webteamroles.htm
  45. 45. Central Digital Unit The clearest trend in Web Governance in Large-Scale operations is towards Centralised Digital Units. IT HR Comms Roads Library Housing Waste Water http://www.capgemini-consulting.com/digital-transformation-review-4 Older silo based operations centred on organizational units are coming under increasing pressure to change. Didier Bonnet, Cap Gemini. “Accelerating Digital Transformation” 3. Optimize
  46. 46. UK central government has shown how successful balanced Web Governance with clear authority can be. 3. Optimize
  47. 47. Staff with the right tools & support will produce consistently better content. Improved quality A web team with the right budget, authority & leadership will get more done at less cost. More productivity Clear roles, teams & processes reduce the chances of embarrassing errors. Reduced risk
  48. 48. London, Nov. 25th Web Governance Masterclass www.diffily.com In collaboration with
  49. 49. “Gold” London, Nov. 25th Web Governance Masterclass www.diffily.com In collaboration with Discount code
  50. 50. A free presentation from www.diffily.com

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