GOVERNANCE HOW THE 5Rs PROTECT YOU FROM THE ‘FRANKENSTEINING’ OF YOUR WEBSITE
Introductions
Matt
Jason
AD & Content Strategist VisionPoint Marketing
Project Manager VisionPoint Marketing
About VisionPoint > > > > > > >
Established in March 2001 & located in Raleigh, NC with team of 15 Specialize in integrated marketing consultation and execution in higher ed 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 (no ‘one size fits all’ approach) Speaking on HE marketing at CASE, AMA, eduWeb, + regionally Engaged to re-architect and redesign GRU.EDU website
Why are we here? To illustrate importance of web governance (maintain website’s integrity / avoid ‘frankensteining’) Discuss how to create GRU’s Web Governance Plan (step-by-step) To listen, learn & answer any questions you might have (we’re here to help)
This will not be fun
Agenda What is WG & why is it so important? Laying the groundwork Creating your plan (the 5Rs) Putting it into action Q&A
What is website governance & why is it SO important?
Website Governance Your institution’s structure of people, process and policies to maintain and manage your website over time.
Content is KING
Great site = great content = many content contributors = unwieldy
well-meaning content contributors can’t contribute
inconsistent training & expertise investment into new website wasted
cobbled-together, rogue websites & non-approved sections
poor content quality (bad grammar, photos, video, off-brand content, etc)
one group or person being a bottleneck for getting content published
Okay, so how do we build a governance plan?
Laying the groundwork
Steps to building a solid foundation 1. 2. 3. 4.
Define goals (vision for future) Conduct current-state analysis Get executive level support Build / rally your teams
1. Define Goals
GRU Website - Business Goals 1. Attract and retain highly qualified prospective students 2. Drive knowledge of and interest in full breadth of GRU offerings at undergraduate and graduate levels 3. Solidify GRU brand identity and position GRU as an emergent research university 4. Inspire philanthropic investment among an increasingly united alumni base 5. Attract and retain highly qualified and desirable employees
1. Define governance 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? What systems of accountability will you put in place to maintain your website’s integrity?
A robust, cohesive website with lots of useful and compelling content published by SMEs, that supports our brand and motivates our target audiences.
2. Current State Analysis
2. Conduct current state analysis > > > > >
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)? What can your CMS support?
Tuition & Fees Cost Comparisons Financial Aid Scholarships
Tuition & Fees Cost Comparisons Financial Aid Scholarships
3. Executive Level Support
3. Get executive level support > Leadership must understand the value of the web & content > Plenty of research and stats about importance of website to prospective students & other constituent groups > Governance plans ONLY work when there is executive-level understanding, support, and enforcement
4. Build / Rally Teams
4. Build / rally your teams > Formal and informal groups with varying levels of responsibility for maintaining web content > > > > >
Marketing / Communications / PR Content Development Technology Design SMEs and Academic Reps
> From content contributors to executive leaders > Leverage existing groups > This is why you’re here!
Creating your plan (the 5Rs)
The 5Rs *
1
2
Roles
Responsibilities
4
Rules
3
Relationships
5
Review
* Special thanks to Candi Harrison: http://candioncontent.blogspot.com
*DISCLAIMER This is a STRUCTURE for creating a plan. The actual details will be unique based on GRU’s goals, resources and culture.
1
Roles
Roles
Responsibilities
Relationships
Rules
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
Review
Roles
Unit Leader
Responsibilities
Relationships
Rules
Review
Content 
 Owner
Content Contributor
Content 
 Editor
Hands-on
Web Management Team
Information Technology Services
Web Advisory Committee
Oversight & Advisory
Executive Leadership
Leadership
2
Responsibilities
Roles
Responsibilities
Relationships
Responsibilities Each of the various players’ responsibilities > What do each of the Roles do?
Rules
Review
Roles
Unit Leader
Responsibilities
Relationships
Rules
Review
Content 
 Owner
Content Contributor
Content 
 Editor
Hands-on
Web Management Team
Information Technology Services
Web Advisory Committee
Oversight & Advisory
Executive Leadership
Leadership
Roles
Unit Leader
Responsibilities
Relationships
Content 
 Owner
Content Contributor
Rules
Content 
 Editor
Deans, Senior Directors, VPs and other unit leaders within the institution > Responsible for driving the overall content strategy (unit-specific positioning, messaging, tone & voice) > >
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
Roles
Unit Leader
Responsibilities
Relationships
Content 
 Owner
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 > > > >
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
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 > >
May post that content to the website Trained in the use of CMS editing functions and website standards & processes
Review
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 > >
May post that content to the website Trained in the use of CMS editing functions and website standards & processes
Review
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: > > > > > > >
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
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) >
Responsible for implementing the administration of roles and permissions 
 within the CMS
Review
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 > > >
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
Roles
Responsibilities
Relationships
Rules
Executive Leadership
President, Vice Presidents, Deans, Directors, etc > Defines strategic role of website in the college > >
Ensures website’s development and maintenance are adequately resourced Broad authority that can set policy, settle disputes and enforce compliance
Review
3
Relationships
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
Review
Unit Leader
Content Owner
Provide direction to Content Owner for their unit’s content
Defines messaging strategy
Guidelines
Must comply with guidelines, owned by the WMT Web Management Team
Content Contributor Unit Leader
WAC recommends Web Advisory disciplinary action Committee against Content Contributor
Unit Leader is informed by WAC and enforces action against Content Contributor Executive Leadership has final approval or veto power
Executive Leadership
Content 
 Owner
Content Owner identifies need for 3rd party app & requests permission from Unit Leader WAC consults ITS Web Advisory Committee WAC approves or rejects request
Unit Leader
Unit Leader submits request to WAC Information Technology Services
4
Rules
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:
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.
Roles
Responsibilities
Relationships
Brand and Style Guidelines
Rules
Review
Roles
Responsibilities
Relationships
Content Workflow Process
Rules
Review
Roles
Responsibilities
Relationships
Rules
Social Media Integration and Publishing Policies
Review
Roles
Responsibilities
Institution-wide Policies
Relationships
Rules
Review
5
Review
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.
Roles
Responsibilities
People
Relationships
Process
Rules
Review
Performance
People Reviews accountability and makes sure people do what they’re supposed to do. > How do you track non-compliance? > What do you do if someone doesn’t comply?
Roles
Responsibilities
People
Relationships
Process
Rules
Review
Performance
Process Reviews whether or not you have the right processes in place and that your plan is working efficiently. > How do you ensure content community is comfortable with the workflow process and it is serving their needs? > How do you ensure that all roles are designated by their unit leader and trained appropriately? > What workflow controls will be implemented through the CMS to ensure content contributors can access only their assigned content?
Roles
Responsibilities
People
Relationships
Process
Rules
Review
Performance
Performance Reviews the quality of your website. > Is your website achieving its goals? > Are you meeting the needs of your audience? > Are you communicating effectively?
Roles
Responsibilities
Relationships
Rules
People FIRST & SECOND OFFENSE
WMT suggests solution + offer training options
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
WAC escalates to Executive Leadership and copies Unit Leader with recommendation that the offender is relieved of their role in the content community.
Review
Roles
Responsibilities
Relationships
Rules
Review
Process PROCESS
WORKFLOW PROCESS 

GOAL
Ensure content community is comfortable with workflow process and it is serving their needs.
HOW TO MEASURE
Online and face-to-face surveys
CONTENT BOUNDARIES
Content community members are Log all incidents of improper accessing only the areas that they should be allowed to access access.
TRAINING PROCESS
All content contributors and editors are trained within 30 days Log date assigned and date of their assignment by unit trained leaders.
FREQUENCY + RESPONSIBLE PARTY Quarterly in Year 1 ; Annually thereafter WMT > WAC & Content Community Quarterly WMT > ITS - immediate notification WAC & ITS - total number Quarterly WMT > WAC & Content Community
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
Create high-quality content
Rubric for judging content
Feedback sheet
Bi-annually
Top 5 exemplary content award winners
WMT > Content Community, WAC
Putting it into action (It looks good on paper, but . . .)
The 5Rs * VisionPoint
GRU
1
2
Roles
3
Relationships
Responsibilities
4
Rules
5
Review
Put plan into action (suggestions/best practices) Have an open mind > >
Change is never easy. Be open to new methods and processes. Give a new plan a legitimate shot
Listen > >
Actively seek input from the content community. Good government exists to serve the people.
Help iron out wrinkles > > >
Good faith effort to comply Share feedback openly and consistently Encourage informal groups
Stay engaged - don’t just delegate > > >
Leadership input and involvement is critical, especially early on University-wide representation in core groups is essential Put policies in place and enforce them consistently. Be nice but persistent.
Be patient > >
Requires planning, integration, training, enforcement, iteration. Not a document or a policy it’s a cultural shift Governance plans can take years to fully implement.
Q&A
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