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5 ways to better Web Governance in Local Government can help Dublin City Council A free presentation from
Web Governance is a system for managing an online presence in a controlled & orderly way.
It delivers the certainty & stability your Web Team needs to focus on online goals.
But, the problem for many local authorities
is that Web Governance is under pressure.
Why?
Local government is It has many
Exceptionally diverse Special interests
Lots of units do work completely unrelated to There are many politicised stakeholder
each other, e.g. libraries vs. road repair groups, councillors, unions & others
– yet they all need to be catered for online. - & all want a say in your web presence.
And it relies heavily on
Staff as web publishers
There may be scores of employees from
many locations who contribute to online
– & more come on-stream all the time.
More importantly, recent years have seen a MASSIVE growth in Online Ambition Many new sites & social networks Huge content volumes Massive user engagement High user expectations High internal expectations
But this growth has often not
been matched by change in
Data &
Planning
Governance
policies
Change
control Manpower
security mgt
Teams Web Management
Systems QA
Build
Documentation Missing manpower or skills
Budget Design Content
Approve Missing essential tools
Feedback Publishing activity
Tools Social
Hosting
Performance
monitoring
Technology
Networks
Performance Redundant roles or structures
Architecture
mgt
Promotion
Strategy Technical
Unclear decision making authority
KPIs
Review
monitoring
Testing Skills Unclear leadership
Procedures
Roles
This has led to symptoms like Great diversity of
Lots of solo-runs Design & technology
Web Teams have little control which means Solo-runs mean that everyone is a designer
individual departments can do their own thing. & every department does things differently.
Huge range of
Online quality
Some departments maintain great
content & others let things fall apart.
This has led to And
Dissatisfied staff Unhappy users
Huge demands & no authority lead to Governance issues lead to delays,
fractious relations & high staff turnover. errors, uncertainty & poorer web quality.
And
Anxious managers
Errors & delays put the reputation of your Local
Authority at risk … & the public is watching.
Something new is needed.
The ‘Web Governance Framework’
can help re-assert control over online.
Here are 5 ways it can help you…1 The Web Governance Framework can help you impose order on online management.
Governance
Data &
rules
security mgt
Teams
Planning Change control
Systems Manpower
QA
Build
Documentation
Design Content
Budget
For many teams, operations are a confusing
Tools Feedback Publishing
Approve
activity
mess of seemingly disparate elements.
Performance
Social
Networks
Performance
monitoring Technology
Hosting
Architecture
mgt
Promotion
Strategy
KPIs Technical
Review monitoring
Testing Skills
Procedures
RolesThe Framework organises all these elements into just 2 key categories…
Activities Activities describe everything you must
do to manage an online presence effectively.
Resources Resources describe everything you
must have to make the Activities happen.These 2 categories list everything your Web Team
is responsible for regarding Web Governance.
This includes…The Activities of Leadership
Data &
security mgt
Teams
Planning Change control
Systems Manpower
For more detail, go to diffily.com/downloads
QA
Build
Documentation
Design Content
Budget
Set strategy & KPIs
Set policy
Tools
& standards Feedback Publishing
Social
Acquire resource & budget Networks
Performance
Technology
Hosting
Police online activity Architecture
mgt
Promotion
KPIs Technical
Review monitoring
Testing Skills
Procedures
RolesThe Activities of Development
Data &
security mgt
Teams
Change control
Systems Manpower
For more detail, go to diffily.com/downloads
QA
Planning
Documentation
Content
Budget
Design
Tools
Build Feedback Publishing
Social
Testing Networks
Performance
Technology
Hosting
Hosting Architecture
mgt
Promotion
Publicity
KPIs Technical
Review monitoring
Testing Skills
Procedures
RolesThe Activities of Maintenance
Data &
security mgt
Teams
Systems Manpower
For more detail, go to diffily.com/downloads
Documentation
Publishing
Budget
Quality assurance
Engagement
Tools
monitoring
Performance monitoring
Technology
Hosting
Infrastructure monitoring Architecture
mgt
Change control
Technical
monitoring
Testing Skills
Procedures
RolesThe Activities of Infrastructure
Teams
Systems Manpower
For more detail, go to diffily.com/downloads
Documentation
Budget
Architecture selection
Architecture
Tools
management
Performance management
Technology
Data & security management Roles
Promotion
Testing Skills
ProceduresSystems
For more detail, go to diffily.com/downloads
Documentation
Budget
Manpower
Tools
Skills
Roles & responsibilities
Technology
Teams & authority
Promotion
Testing
Procedures
Roles
The Resources of PeopleSystems
For more detail, go to diffily.com/downloads
Budget
Policies
Tools
Standards
Procedures
Technology
Documentation
Testing
Roles
The Resources of ProcessesFor more detail, go to diffily.com/downloads
Budget
Technology
Systems
Software
Testing
Roles
The Resources of ToolsFor more detail, go to diffily.com/downloads
Salaries
Software
Other, e.g. contractors
The Resources of BudgetUsing these categories means you can visualise
online operations in a new, simpler way.2 The Web Governance Framework helps you identify gaps in Activities & Resources.
Every component of Activity & Resource needs to happen on all sites. They are non-negotiable.
Where gaps do occur, they increase the risk that something will go wrong with your site.
Example #1… Missing tools result in Delays & Errors Technology If essential software is missing, Systems manual effort is needed - which Software can result in unexpected issues.
Publishing Example #2…
Quality assurance A missing task spells
Engagement monitoring
Potential Disaster
If Change Control is ignored - it
Performance monitoring
could lead to a marketing campaign
Infrastructure monitoring clashing with server downtime.
Change controlThe Framework allows you to audit operations & quickly fill in any gaps.
3 The Web Governance Framework helps you plan a better balance of Activity vs. Resource.
Governance stability depends on having enough Resource to cope with Activity.
Getting this balance right depends on knowing
the Scale of your management burden.Scale is the third & central component of the Web Governance Framework.
Activities Activities describe everything you must
do to manage an online presence effectively.
For more about Scale, go to diffily.com/governance
Scale measures the Size, Complexity &
levels of Engagement of your online presence.
Scale Size measures the management impact of core operations, especially content.
Complexity measures the management impact of technology, especially hosting.
Engagement measures the management impact of traffic, comments & feedback.
Resources Resources describe everything you
must have to make the Activities happen.By combining Scale with Activity & Resource
you can plan a better operational balance.
Here’s how…1. First, measure your online Scale Determine how Big, Busy & Complex your web presence is & thus calculate your management burden.
2. Estimate the resulting Activity Based on management burden, you can predict how detailed each Activity will be & how often it will occur. 1. First, measure your online Scale Determine how Big, Busy & Complex your web presence is & thus calculate your management burden.
2. Estimate the resulting Activity Based on management burden, you can predict how detailed each Activity will be & how often it will occur. 1. First, measure your online Scale Determine how Big, Busy & Complex your web presence is & thus calculate your management burden. 3. Calculate your required Resource Finally, based on the estimate of Activity, you can predict the level of Resourcing you’ll need in support.
For example, let’s take Dublin City Council Using the 3 elements of the Framework we can predict the investment needed to oversee the many subsites & social networking presences you have online.
1. Dublin City is large in Scale Dublin City Council generates lots of content, has high user engagement & complex technology.
2. Operational Activity is high Scale predicts a large burden – which means lots of detailed Activity should be happening very frequently. 1. Dublin City is large in Scale Dublin City Council generates lots of content, has high user engagement & complex technology.
2. Operational Activity is high Scale predicts a large burden – which means lots of detailed Activity will be happening very frequently. 1. Dublin City is large in Scale Dublin City Council generates lots of content, has high user engagement & complex technology. 3. High Resource investment is needed To support this level of Activity, Dublin City needs many highly skilled staff in structured teams, with specialist tools, following formal processes & a large web budget.
The next step is to organise these elements into a cohesive Web Governance system.
4 The Framework can help you build a better system of Web Governance.
Usefully, the Web Governance Framework allows you to
benchmark your online operations with others of similar Scale.
E.g. Vodafone.ie E.g. UCD.ie
- High engagement - High engagement
- Lots of content - Lots of content
- Complex technology - Complex technology
DublinCity.ie
- High engagement
- Lots of content
- Complex technologyTypically, Large-Scale operations need a large Web Team
to expedite Activity & supervise how Resource is deployed.
Manpower/staffing is Common skills include:
between 8+ FTEs.* - Code - Marketing
Team structures & leadership - Design - Analytics
systems are often as shown. - Content - Technical
Ownership often resides with IT, Common tools include CMS,
Communications or Corp. Affairs. QA, Analytics, Monitoring & more.
*FTE = Full Time EquivalentThe clearest trend in Web Governance in Large-Scale
operations is towards Centralised Digital Units.
Roads
Library Comms
Older silo based operations centred on
Central
organizational units are coming
under increasing pressure to change.
Housing Digital HR
Didier Bonnet, Cap Gemini. Unit
“Accelerating Digital Transformation”
Waste IT
http://www.capgemini-consulting.com/digital-transformation-review-4
WaterLeaders like the UK Government have shown how successful
Centralised Digital Units with clear authority can be.The benefits are clear. Better management = Better
quality = Better experience = Better return.The challenge is to mirror these results in your organisation.
5 The Framework can help you build a case for investment in Web Governance.
If your strategy demands a large web presence,
you need a large Governance system to support it.
Anything else is wishful thinking…Which means more
detailed & frequent Activity
Means a bigger
management burden
A bigger
online presence
Which requires more
investment in Resource.Better Web Governance brings many advantages…
It leads to And to
Improved quality Lower costs
Staff with the right tools & guidance, will A web team with clear authority, can get
produce consistently better content. more done & has higher productivity.
And to
Reduced risk
Clear roles, coherent teams & defined processes
reduce the chances of embarrassing errors.Ultimately, it creates the stability you need to focus on online goals.
This means And
Happier users Happier staff
Stable operations means more effort can Stable operations creates clarity for
go into producing content users want. staff which leads to reduced conflict.
And
Happier management
Stable operations ensures investment can be
directed at activities that actually produce value.Of course, Rome was not built in a day.
Web Governance is a journey.
Step 1. Discover Step 2. Organise Step 3. Optimise
“We have lots of quality issues “My Local Authority is finally “Our Web Governance is good,
& my Web Team is in revolt! onboard with Web Governance. but I am sure we can do better.
We need to start learning I now need to get organised & We need more ways to
more about Web Governance.” ensure we are well equipped.” optimise for even better RoI.”Here are a few ways I can help you on this journey.
Make your operations more effective by learning
to use the Activities & Resources day-to-day.
Half-Day
Create stability by building a better configuration
Governance Training of leadership, staffing, skills & budget.
Full details at www.diffily.com/services
Get immediate insight into the state of your Web
Governance – & identify any gaps & risks.
3 Day
This is very useful for gaining the attention of senior
Governance Healthcheck management & creating a business case for change.
Full details at www.diffily.com/services
Comprehensive recommendations on the best
system of Web Governance for your organisation.
End-to-End
This includes team structures, roles & responsibilities,
Governance Renewal software/tools, an implementation plan, costings & more.
Full details at www.diffily.com/servicesHi. I’m Shane Diffily.
I am a leading commentator & Dublin-based consultant on Web Governance.
With 15 years' experience in digital operations, I have been published by
respected journal AListApart.com & Forrester Research, among others.
My book, ‘The Website Manager’s Handbook’ has been described by Gerry
McGovern as … “Very clear and well written. I'm sure that someone managing
particularly a large website would find it genuinely useful.”
Early in 2014, I produced a 6-part online training course in Web Governance
for leading technology vendor, Siteimprove.com.
To discuss any online management issues … Email me: shane@diffily.com
Tweet to: @diffily
To arrange a free webinar, go to www.diffily.comA free presentation from www.diffily.com
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