Web governance has matured from simply ‘ownership’ and an ‘editorial board’ to providing a broad enabling framework for the people, process, technology, documentation and standards required to deliver an effective (usually multi-estate) public website. Current trends in social media, wireless web, open technology standards and the economy mean that web governance must adopt a broader perspective: • look outward to consider the organisation’s broader web presence beyond its website • look inward to drive down costs and improve enterprise efficiency with KM to leverage common technology platforms, content re-utilisation, information lifecycle management and so on.

1. Web governance A broader perspective Vamosa client briefing 12.11.09 www.davidgreen.me.uk

2. Web governance Web 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 - evolution Web 1.0 Dial-up Passive downloading Peripheral comms activity Limited business value Web 2.0 Broadband Rich media User generated content Increasing business value Semantic web AI Business value Social web Web 3.0 Wireless Intelligent agents Machine manipulation Inter-operable content Strategic imperative Knowledge Information Brochure-ware 2000 2005 1995 Today Complexity & role of technology

4. Web governance - people HR house in order - org structure (incl. outsourced), standarised job descriptions, objectives and professional development plans Create an internal community: Functional skills development Knowledge development & exchange Replicate best practices (case studies and toolkits) Regular internal communications & conference calls In person web workshops Support documentation Benefits: Develop deep professional capability but also broader awareness Improve staff retention and provide an internal career path Higher productivity, reduced risk etc.

5. Web governance - processes Important to embed common processes for greater operational efficiency and cost reduction Hard – publishing workflow and content lifecycle, technology functionality, marketing channels, brand standards, automated tool monitoring Soft – editorial (incl. SEO), marketing campaigns, analytics, sales pipeline, brand guidelines Involve external suppliers with processes

7. Reduced technology spend

8. Define supported products

9. User training & documentation

10. Ensure integration between products

11. Global common information architecture, functionality and brandingPortal Interaction management Search & taxonomy Content management Design & brand Metrics & analysis Accessibility & usability Social media

12. Web governance - standards Specific, prescriptive and enforceable Detailed in own documentation, but must also be continually referenced across all documentation Need to be granular and extensive Code - W3C – HTML, XML, CSS Design incl accessibility and usability Brand Search engine optimisation Semantic – RDF, OWL Not same as policy e.g. employee use

13. Web governance - documentation Portfolio 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 release Integrate relevant documentation from elsewhere in the organisation e.g. brand standards, CRM sales pipeline Integrate to relevant documentation for other parts of the organisation e.g. Marketing planning process

14. Web governance - measurement Measurement & evaluation is a critical component of any business process Demonstrate accountability and value to your organisation Drive operational excellence and alignment of infrastructure Instil common processes Facilitates transparency in how time and budget is being spent Distil insights to input to strategy and future planning However, 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 value Trend line data and benchmarking are critical Is critical to developing any business case for funding

15. Web governance - measurement Distribution does not equate to communication Delivery is as important as the actual message Different audiences will require different data, insights, and formats. Avoid information overload: Reports should be easy to scan – pick up key highlights Present analysis and benchmark comparison – not tons of raw data Create good visual impact - and ensure fully brand complaint Get the frequency right – recipients will soon switch off Most 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 outside The broader web presence

17. Web presence Web governance must also seek to protect the organisation, its brand and reputation across the internet Online brand protection – focused on organised, systematic, and often criminal infringements on an organisation’s brand, trademarks and IP Online brand engagement – monitoring social media and engaging with customer initiated conversations

18. Online brand protection 449, 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 opportunistic Widespread, 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 infringement Global Counterfeit Sales Defend Revenue: control online channels, prevent loss of revenue Counterfeit Wholesale Exchanges Gray Market Sales Identity Fraud(Financial) Protect Brand: monitor for abuses and take action Identity/ Credential Theft(Phishing) Complexity of Threat Brand Abuse Direct Marketing of Fake Goods Brand Compliance Traffic Diversion Create Ownership in Identity with global domain registration and management Customer Solicitation False Association Copycat Sites Disparagement Cyber-Squatting Source: MarkMonitor Severity of Threat

21. Revenue

22. ReputationMonitor Analyse Mitigate

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 - no Organisations must Listen, Respond to, and Engage with, customer and stakeholder communications, content and feedback.

24. Social media spectrum Social video, photo & audio Social bookmarking Social networks Wikis Microblogs Blogs Widgets & Mashups Social media

25. Web presence governance issues Tools Brand monitoring Social media monitoring and sites People - need dedicated roles for each area – deep expertise and fast moving area Policies - Social media employee use policy Standards - Brand infringement prioritisation and response Scenario planning - e.g. crisis communications

26. Web governance – common approach for..

27. Looking inside Enterprise efficiency

28. Enterprise content governance Even a large global multi-estate website operates within a discreet organisational context Fairly structured, CMS environment Enterprises are struggling with an explosive growth in information assets: Unmanaged unstructured content Content storage in multiple systems Extensive content duplication Multiple metadata structures Enterprise Search is not effective Storage capacity reaching its limits Governance models are system based

29. Enterprise content governance Little to no content quality assurance across the enterprise: How much content? By type? By age? By utilisation? Content audit and diagnostics Archiving strategy and policies Compliance to retention policies Information Lifecycle Management (ILM) – aligning the business value of information with most appropriate and cost effective IT infrastructure

30. Enterprise content governance Websites will increasingly be part of an enterprise content platform that incorporates ECM Document management Digital asset management Enterprise search Integrated enterprise and desktop applications Content will be increasingly integrated Content will be re-used in parts of the organisation it may not have originally been created for

31. Open content HTML – machine display XML – machine manipulation Information interchange – sharing semantics & transformational rules HTML 5 XML based mark-up languages RDF Ontologies AI/Intelligent agents Reuse data and content across inter-operable applications

32. Web - evolution Web 1.0 Dial-up Passive downloading Peripheral comms activity Limited business value Web 2.0 Broadband Rich media User generated content Increasing business value Semantic web AI Business value Social web Web 3.0 Wireless Intelligent agents Machine manipulation Inter-operable content Strategic imperative Knowledge Information Brochure-ware 2000 2005 1995 Today Complexity & role of technology

33. Semantic web governance Web governance will continue to broaden in scope: Autonomy vs accountability of intelligent agents enterprise security, access and data protection parameters user-determined privacy settings to safely contain interactions authenticate the veracity of content sources and other agents through the use of digital signatures Governance to determine the rules for sub-assembly of content in the information value chain

34. www.davidgreen.me.uk davidcgreen@hotmail.com