In this presentation, Tony Poillucci, Vice President of Strategy and Creative from VisionPoint Marketing will address content creation and publication across various levels of responsibility for content creators, editors and unit leaders, among many others. Learn more at: http://www.percussion.com

1. GOVERNANCE
HOW THE 5Rs PROTECT YOU FROM THE ‘FRANKENSTEINING’ OF YOUR WEBSITE
presented by:
Thursday, May 23, 13

2. Introductions
Tony Poillucci
Vice President of Strategy & Creative
VisionPoint Marketing
@ahatony
Thursday, May 23, 13

3. About VisionPoint
>
>
>
>
>
>
>
Established in March 2001 & located in Raleigh, NC
Specialize in online marketing consultation and execution
Serve: Large & Small; Public & Private; Grad, Post-Grad, Undergrad, CC
Web, branding, inbound marketing, strategy, consultation, etc
Focus on what’s right for our clients
Dedication to results and long-term relationships
Speaking on marketing at CASE, AMA, eduWeb, + regionally
Thursday, May 23, 13

4. This will not be fun
Thursday, May 23, 13

5. Setting Expectations
A lot to cover in only 45 minutes (fast talker)
We want to hear from you (why are you here?)
Submit comments & questions
Q&A time at end
Thursday, May 23, 13

6. Agenda
1. What is WG & why is it so important?
2. Laying the groundwork
3. Creating your plan (the 5Rs)
4. Putting it into action
5. Q & A
Thursday, May 23, 13

7. What is website governance
& why is it SO important?
Thursday, May 23, 13

8. Website Governance
Your institution’s structure
of people, process and policies
to maintain and manage
your website over time.
Thursday, May 23, 13

9. Thursday, May 23, 13

10. well-meaning content
contributors can’t
contribute
content & design
is off brand
investment into new
website wasted
cobbled-together,
rogue websites &
non-approved sections
poor content quality
(bad grammar,
photos, video, etc)
Thursday, May 23, 13
one group or person
being a bottleneck for
getting content published

11. Okay, so how do I build
a governance plan?
Thursday, May 23, 13

12. Laying the groundwork
Thursday, May 23, 13

13. Steps to building a solid foundation
1.
2.
3.
4.
Thursday, May 23, 13
Define goals (vision for future)
Conduct current-state analysis
Get executive level support
Build your teams

14. 1. Define goals (vision for future)
> What are the general institution goals as they pertain to content?
> Which publishing model fits your culture the best?
> Which roles/people will be involved?
Thursday, May 23, 13

15. A robust, cohesive website
with lots of useful and compelling
content published by SMEs, that
supports our brand and motivates
our target audiences.
Thursday, May 23, 13

16. 2. Conduct current state analysis
>
>
>
>
Thursday, May 23, 13
What is your content culture like?
What types of resources do you have?
What tools do you have (style guides, content guidelines, etc)?
What challenges is your institution facing (tech, political, etc)?

17. Thursday, May 23, 13

18. Thursday, May 23, 13

19. Tuition & Fees
Cost Comparisons
Financial Aid
Scholarships
Thursday, May 23, 13

20. Tuition & Fees
Cost Comparisons
Financial Aid
Scholarships
Thursday, May 23, 13

21. 3. Get executive level support
> Leadership NEEDS to understand the value of the web & content
> Plenty of research and stats about importance of website to
prospective students & other constituent groups
Thursday, May 23, 13

22. Content is KING
Great site = great content = many content contributors = unwieldy
Thursday, May 23, 13

23. 3. Get executive level support
> Define value at the executive level by addressing things
they care about like:
>
>
>
>
ROI (decreased ROI to marketing efforts if web not a priority)
Impact on brand perception
Cost savings (no need for costly redesigns, efficiencies = cost savings,
elimination of overspending on outside tech & consultants)
Impact on culture
> Build case for many people to be involved
Thursday, May 23, 13

24. 4. Build your teams
> Web Management Team (WMT)
>
>
>
>
Marketing Strategy / Communications / PR
Content Development (writing, video, etc)
Technology
Design
> Web Advisory Committee (WAC)
>
>
The most influential people from each unit who ‘get’ what you’re trying to do.
Evangelists
> Executive Leadership
>
Important to have their presence at key meetings
> Encourage informal groups
>
>
>
Thursday, May 23, 13
Content developers
Students bloggers
(meet on monthly basis)

25. Creating your plan (the 5Rs)
Thursday, May 23, 13

26. The 5Rs *
1
2
Responsibilities
Roles
4
Rules
3
Relationships
5
Review
* Special thanks to Candi Harrison: http://candioncontent.blogspot.com
Thursday, May 23, 13

27. *DISCLAIMER
This is a STRUCTURE for creating a
plan. The actual details will be
unique based on your individual
goals, resources and culture.
Thursday, May 23, 13

28. 1
Roles
Thursday, May 23, 13

29. Roles
Responsibilities
Relationships
Rules
Review
Who’s involved?
Anyone that has a role in doing something for the web operations
in a routine way such as:
> producing content
> reviewing content
> editing content
> maintaining content
> contributing to overall website strategy & policy
> supporting & enforcing policy
> tech, UX, brand decisions
Thursday, May 23, 13

30. Roles
Responsibilities
Relationships
Rules
Review
Content
Contributor
Content
Editor
Hands-on
Information
Technology
Services
Web Advisory
Committee
Oversight
& Advisory
Executive
Leadership
Thursday, May 23, 13
Content
Owner
Web
Management
Team
Unit Leader
Leadership

31. 2
Responsibilities
Thursday, May 23, 13

32. Roles
Responsibilities
Relationships
Responsibilities
Each of the various players’ responsibilities
> What do each of the Roles do?
Thursday, May 23, 13
Rules
Review

33. Roles
Responsibilities
Relationships
Rules
Review
Content
Contributor
Content
Editor
Hands-on
Information
Technology
Services
Web Advisory
Committee
Oversight
& Advisory
Executive
Leadership
Thursday, May 23, 13
Content
Owner
Web
Management
Team
Unit Leader
Leadership

34. Roles
Responsibilities
Unit Leader
Content
Owner
Relationships
Content
Contributor
Rules
Content
Editor
Deans, Senior Directors, VPs and other unit leaders within
the college
> Responsible for driving the overall content strategy
(unit-specific positioning, messaging, tone & voice)
>
>
Thursday, May 23, 13
Designate Content Owners and approve recommended Content Contributors
& Content Editors
Ultimately accountable for the accuracy & quality of content, as well as to
adherence to standards & processes
Review
Hands-on

35. Roles
Responsibilities
Unit Leader
Content
Owner
Relationships
Content
Contributor
Rules
Content
Editor
Communications specialists, mid-level managers, etc.
> Determine what type of content gets published, how
frequently it gets published and who publishes it
>
>
>
>
Thursday, May 23, 13
Responsible for recommending Content Contributor(s) and Content Editor(s)
within their unit
Responsible for certain content in which they
are expert
May create, approve and post content
Accountable for the accuracy & quality of content, as well as to adherence to
standards & processes
Review

36. Roles
Responsibilities
Unit Leader
Content
Owner
Relationships
Content
Contributor
Rules
Content
Editor
Experts in specific types of content
> Responsible for the creation of certain content
in which they are expert
>
>
Thursday, May 23, 13
May post that content to the website
Trained in the use of CMS editing functions and website standards &
processes
Review

37. Roles
Responsibilities
Unit Leader
Content
Owner
Relationships
Content
Contributor
Rules
Content
Editor
Strong grammar, editorial background, attention to detail
> Responsible for reviewing and editing content provided
by the Content Contributor for grammar, content
standards, and tone & voice prior to it being published
on the site
>
>
Thursday, May 23, 13
May post that content to the website
Trained in the use of CMS editing functions and website standards &
processes
Review

38. Roles
Responsibilities
Web
Management
Team
Information
Technology
Services
Relationships
Web Advisory
Committee
Rules
Oversight
& Advisory
Marketing/Communications/PR/Web Team
> Directly responsible for administration and overall success
of website. Also responsible for:
>
>
>
>
>
>
>
Thursday, May 23, 13
Strategic planning to meet college online communication goals
Training all Content Community
Compliance enforcement of standards and policies
Review of unit-specific development projects
Acts as both the content contributor and content owner for college-wide content
(versus ‘unit-specific’ content) of the website
Advises on content strategy for website
Can initiate introduction of policies regarding the management of website,
strategy and content
Review

39. Roles
Responsibilities
Web
Management
Team
Information
Technology
Services
Relationships
Rules
Web Advisory
Committee
ITS, Webmasters, Developers
> Provide support to WMT and WAC on technology related
decisions (CMS, 3rd Party, etc)
>
Thursday, May 23, 13
Responsible for implementing the administration of roles and permissions
within the CMS
Review

40. Roles
Responsibilities
Web
Management
Team
Information
Technology
Services
Relationships
Rules
Web Advisory
Committee
Includes representatives from across the institution (aka: WAC)
> Provides the WMT with broad-based input on web issues
that have a bearing on governance
>
>
>
Thursday, May 23, 13
Provide input on major development projects that have a deep impact on the site’s
overall strategy, IA, technology and / or functionality
May support the WMT on issues of compliance enforcement
Develop policies regarding the website and make policy recommendations to
Executive Leadership for final approval
Review

41. Roles
Responsibilities
Relationships
Rules
Executive
Leadership
President, Vice Presidents, Deans, Directors, etc
> Defines strategic role of website in the college
>
>
Thursday, May 23, 13
Ensures website’s development and maintenance are adequately resourced
Broad authority that can set policy, settle disputes and enforce compliance
Review

42. 3
Relationships
Thursday, May 23, 13

43. Roles
Responsibilities
Relationships
Rules
Relationships
How the roles interact with one another, including:
> Who trumps whom and how
> The checks and balances to maintain the efficiency
of the system
Thursday, May 23, 13
Review

44. Unit Leader
Defines
messaging
strategy
Content
Owner
Content
Contributor
Web
Management
Team
Provide direction
to Content Owner for
theirContent
unit’s content
Information
Technology
Services
Editor
Web Advisory
Committee
Guidelines
Must comply with
guidelines, owned
Executive by the WMT
Leadership
Thursday, May 23, 13

45. Unit Leader
Content
Owner
Unit Leader is
informed by
Web
WAC and
enforces action Management
Team
against Content
Contributor
Content
Contributor
WAC recommends
disciplinary action
Content against Content
Editor Contributor
Web Advisory
Committee
Executive
Leadership has
final approval or
veto power
Thursday, May 23, 13
Information
Technology
Services
Executive
Leadership

46. Unit Leader
Content
Owner
Web
Management
Team
Unit Leader
submits request
to WAC
Thursday, May 23, 13
Content Owner
identifies need for 3rd
party app & requests Content
Content
Contributor
permission from Unit Editor
Leader
Information
Technology
Services
WAC
Web Advisory consults ITS
Committee WAC approves
or rejects request
Executive
Leadership

47. 4
Rules
Thursday, May 23, 13

48. Roles
Responsibilities
Relationships
Rules
Review
Rules
A set of documents including supporting policies, procedures and/or
guidelines that are required for use by the roles as they write,
review, edit, approve/reject and publish content.
They may include the following:
Thursday, May 23, 13

49. Roles
Responsibilities
Relationships
Rules
Review
Content Guidelines
>
>
>
>
>
>
Appropriate content
Writing for the web
Writing styles
Multimedia content
Accessibility & SEO
Accurate & interesting
content
> Nomenclature
> Formatting
> etc.
Thursday, May 23, 13

50. Roles
Responsibilities
Relationships
Brand and Style Guidelines
Thursday, May 23, 13
Rules
Review

51. Roles
Responsibilities
Relationships
Content Workflow Process
Thursday, May 23, 13
Rules
Review

52. Roles
Responsibilities
Relationships
Rules
Social Media Integration and Publishing Policies
Thursday, May 23, 13
Review

53. Roles
Responsibilities
Institution-wide Policies
Thursday, May 23, 13
Relationships
Rules
Review

54. 5
Review
Thursday, May 23, 13

55. Roles
Responsibilities
Relationships
Rules
Review
Review
How you ensure that those in your content community are following
the rules AND that your publishing process is efficient AND that
your website is achieving its goals and is maintained over time.
Thursday, May 23, 13

56. Roles
Responsibilities
People
Relationships
Process
Process Performance
People
Rules
Review
Performance
Reviews whether or not you have the right processes in place and that
Reviews accountability and of your website.
Reviews the quality
your plan is working efficiently. makes sure people do what they’re
supposed>to do.your website achieving its goals?
Is
> How do you ensure content community is comfortable with the
> How do you track meeting the needs of your audience?
workflow > Are you non-compliance? needs?
process and it is serving their
do Are you someone are designated
> > What > ensure that all rolesdoesn’t comply?by their unit leader
How do you you do if communicating effectively?
and trained appropriately?
> What workflow controls will be implemented through the CMS to
ensure content contributors can access only their assigned content?
Thursday, May 23, 13

57. Roles
Responsibilities
Relationships
Rules
People
FIRST &
SECOND
OFFENSE
THIRD
OFFENSE
WMT requires training within 30 days.
> If completed, offense closed
> Incompletion of training w/in 30 days or blatant disregard
of governance rules will be considered a fourth offense.
FOURTH
OFFENSE
WMT delivers an offense report to WAC
WAC addresses directly with Unit Leader
FINAL
OFFENSE
Thursday, May 23, 13
WMT suggests solution + offer training options
WAC escalates to Executive Leadership and copies Unit Leader with
recommendation that the offender is relieved of their role in the content
community.
Review

58. Roles
Responsibilities
Relationships
Rules
Review
Process
PROCESS
WORKFLOW PROCESS
GOAL
Ensure content community is
comfortable with workflow
process and it is serving their
needs.
CONTENT BOUNDARIES
Content community members
are accessing only the areas
that they should be allowed to
access.
TRAINING PROCESS
All content contributors and
editors are trained within 30
days of their assignment by
unit leaders.
Thursday, May 23, 13
HOW TO MEASURE
Online and face-to-face
surveys
FREQUENCY +
RESPONSIBLE PARTY
Quarterly in Year 1 ;
Annually thereafter
WMT >
WAC & Content Community
Quarterly
Log all incidents of improper
access
WMT >
ITS - immediate notification
WAC & ITS - total number
Quarterly
Log date assigned and date
trained
WMT >
WAC & Content Community

59. Roles
Responsibilities
Relationships
Rules
Review
Performance
GOALS
Attract prospective students
KPI
total # visitors and
% from search engines
HOW TO MEASURE
FREQUENCY +
RESPONSIBLE PARTY
Monthly
Web stats
WMT > WAC
Monthly
Engage prospective students
# leads generated
Captured in Db with date
WMT > WAC
Feedback sheet
Create high-quality content
Thursday, May 23, 13
Rubric for judging content
Bi-annually
Top 5 exemplary content
award winners
WMT > Content Community,
WAC

60. Putting it into action
(It looks good on paper, but . . .)
Thursday, May 23, 13

61. Put plan into action (suggestions/best practices)
Start with ‘friendlies’
>
>
Roll it out little-by-little. Start small and start with closest allies.
Once wrinkles are ironed out, roll it out to more units.
Build a community
>
>
>
Face-to-face training is a great opportunity for this.
Celebrate successes (as opposed to just enforcing)
Encourage informal groups
Create a home
>
Provide support tools that content community can access on their own (micro site that
houses all governance, policies, links, resources, contact info, best practices, tips, etc)
Be patient
>
>
You will have a hybrid centralized and decentralized system for a while.
It can take years to achieve your vision.
Making it stick
>
>
>
Thursday, May 23, 13
Put policies in place
Have leadership visible at beginning of project and at key milestones
Be nice but persistent

62. Thank you!
follow VisionPoint: @vispoint | @ahatony
email VisionPoint: info@visionpointmarketing.com
For more Higher Ed marketing insights, industry trends and case
studies subscribe to our monthly email newsletter eduInsights.
Sign up online by clicking here or go to: visionpointmarketing.com/eduinsights
Thursday, May 23, 13