5 top web management principles: achieve consensus within your organization
Post on 13-Sep-2014
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Web management or web governance? Whatever you call it, your web team will work better together if they agree on a few top principles of website design and operation. Gerry McGovern's Customer Carewords partnership received nearly 1,000 responses in late 2012 to a survey asking people to select their top 5 web management principles from 44 options. Open the presentation to discover the top principle that everyone agreed upon, from web editors and content creators to IT folk to web managers and more.TRANSCRIPT
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5 TOP WEB MANAGEMENT PRINCIPLES: ACHIEVE CONSENSUS WITHIN YOUR ORGANIZATION
©ROBERT E. JOHNSON, PH.D. 2010
Bob Johnson, Ph.D.President, Bob Johnson ConsultingPartner, Customer Carewords, Ltd
J.Boye Web & Intranet ConferencePhiladelphia, PAMay 6-9, 2013
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AS WE START TODAY…
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Lisa Welchman
• “The good is that time has passed and there are clear norms being established for what an organizational digital presence is comprised of—even if new ideas are cropping up every day.
• “The bad is that there’s a mess to clean up.”• From “Three Digital Governance
Challenges” at http://bit.ly/Y2238M
On the current state of digital affairs since 1995…
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Chaos to control and change… The original is at http://xkcd.com/773/
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Jonathan Kahn
•Advocacy •Facilitation •Diplomacy •Pragmatism •Patience
• From “Web Governance: Becoming an Agent of Change” at http://bit.ly/17VdIrY
Critical skills for a web professional today…
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THE SURVEY…• October 30 to December 6, 2012• 1,009 responses• Promoted by Carewords partners to clients, news
subscribers, and forums
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THE QUESTION…“What do you think are the top 5 principles for successfully managing an organization's online presence?”
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THE QUEST…Identify areas of consensus among people who share responsibilities for creating an effective online presence.
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THE GOAL…• Get the right people working together on
a web management team• Will broad membership work best?
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THE RESPONSE…Content creators, editors…………….. 287 (29%) IT, Developers…………………………. 75 (8%)Management… ……………..………… 200 (20%)Marketing, Sales, Communications…. 136 (14%)User Experience, Design……………...146 (15%)
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THE EXERCISE…Let’s take the survey…And compare our answers
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BACKGROUND INFO…
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What do you do?
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Where do you work?
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How many people in your organization?
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What do you mostly work on?
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Where do you live?(22 countries overall)
• United States…………….. 367• United Kingdom………….. 132• Norway……………………. 114• Canada……………………. 70• Australia…………………… 67• Belgium……………………. 42• Netherlands……………….. 32• Denmark…………………… 28
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RESULTS…
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5 principles get 25% of the votes…
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#1 FOR EVERYONE…“Ensure customers can quickly and easily complete their top tasks.”
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1st rank for each group…
Content
IT, Developers
Management
Marketing
UX, Design
0 2 4 6 8 10 12 14
Everyone is 7+%...
#1… “Ensure customers can quickly and easily complete their top tasks.”
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LEAST AGREEMENT…“Act on customer feedback and behavior – don’t simply observe and collect it.”
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Need to explore…
Marketing
Management
Content
IT, Developer
UX, Design
0 1 2 3 4 5 6
#5… “Act on customer feedback and behavior – don’t simply observe and collect it.”
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EXERCISE: 3-STEP WEB GOVERNANCE HEALTH CHECK…• Establish the scale of your website• Audit Governance activities• Audit Governance resources
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1st: Define the scale of your site…http://www.diffily.com/articles/healthcheck.htm
• Size• Activity• Complexity
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Scale influences governance…http://www.diffily.com/articles/healthcheck.htm
• Large-Scale• Activity… 2M unique visitors or 8M page impressions per month• Complexity… transactions, log-ins, video, audio, flash etc. • Size… People (15) hours for design, production, maintenance etc.
• Mid-Scale• Activity… 500K unique visitors or 1M page impressions per month• Complexity… similar to large-scale but less of it; no transactions• Size… 8 people to produce content, design, and code
• Small-Scale• Static site w/ no transactions; simple navigation; 1 to 2 people can
do everything needed; relatively low use.
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2nd: Audit governance activities
• 22 activities…• 4 Leadership• 8 Development• 6 Maintenance• 4 Technical
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Rate each activity, 1 to 10 (best)…Name the person responsible…
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Rate each activity, 1 to 10 (best)…Name the person responsible…
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Reporting the results… activities• What was the total score for 22 activities?• What were the scores for individual activities?• Create three activity rating lists
• Governance activities w/ 8 to 10 points• Governance activities w/ 5 to 7 points• Governance activities w/ 1 to 4 points
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Reporting the results… responsibility• Create two “responsible person” lists
• Governance activities where you know the person responsible• Governance activities where you don’t know who is responsible
• The end result…• You have a base line to evaluate whether or not you have a
functioning “web governance” system• Compare & discuss differences among members of the team.
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3rd: Audit resources• People
• Numbers, skills, responsibilities, time available, evaluation
• Tools• Do people have the tools to do their jobs?
• Processes• Are procedures/standards documented? Is there an
update plan?• Budget
• Does it cover people & tools? Does it reflect future plans?
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STRENGTHENING A WEB GOVERNANCE TEAM…
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Create a functional model…Robert Jacoby at http://bit.ly/Zv0Iph
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FIRST IN THE FUNCTIONAL MODEL…“The right people in the right places.”
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AGREE ON WORKING PRINCIPLES…• Visitor experience comes first• Less is best… less code, less features• Design first, develop second• Constant improvement, innovation• http://www.landmarkgroup.com/blog/2011/07/thoughts-on-buil
ding-a-web-team.html
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CREATE A ROADMAP…• Look ahead 12 to 14 months…• Prioritize what’s most important …• Outline projects w/ start and finish dates• http://blog.xcentium.com/2012/11/web-governance-co
ntrol-the-web/
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COMMUNICATE OFTEN…• Weekly team meetings.• Quarterly info sessions for anyone interested
enough to come.• Annual victory report for friends and
stakeholders.
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RESOURCES…
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A genuine thought leader…http://welchmanpierpoint.com/our-team/lisa-welchman
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6 concepts for the future…http://bit.ly/Zv0Iph
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Years of team building reviewed…http://bit.ly/115IXLH
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11 control points… Strategy to UX/designhttp://blog.xcentium.com/2012/11/web-governance-control-the-web/
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Web people as change agents…http://alistapart.com/article/web-governance-becoming-an-agent-of-change
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WRAPPING UP…
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A web team that survives & thrives…• Agree on management principles.• Agree that resources might not permit immediate attention to every principle.
• Audit governance activities and prioritize areas for attention related to the online strategy.
• Audit resources available to improve governance activities.
• Communicate: within the team and with the rest of the organization.
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Chaos to control and change… The original is at http://xkcd.com/773/
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THANKS FOR BEING HERE IN PHILADELPHIA!Bob Johnson, [email protected]@highedmarketing
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ADDENDUMMore details on survey results…
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Top 5 management principles overall…
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5 principles get 25% of the votes…
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1st rank for each group…
Content
IT, Developers
Management
Marketing
UX, Design
0 2 4 6 8 10 12 14
Everyone is 7+%...
#1… “Ensure customers can quickly and easily complete their top tasks.”
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2nd rank for Content, IT#2… “Make decisions based on evidence and facts, not opinions.” UX, Design
Management
Marketing
IT, Development
Content
0 1 2 3 4 5 6 7
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2nd rank for Content, Marketing
Management
UX, Design
IT, Developers
Marketing
Content
0 1 2 3 4 5 6
#3… “Identify your customers top tasks based on what they do, not what they say they do.”
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1st for Content people only
Content
UX, Design
Marketing
IT, Developer
Management
0 1 2 3 4 5 6
#4…“Keep content as concise and simple as possible.”
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Need to explore w/ UX folk
Marketing
Management
Content
IT, Developer
UX, Design
0 1 2 3 4 5 6
#5… “Act on customer feedback and behavior – don’t simply observe and collect it.”
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Most & least important principles…
Votes cast for top 11… Votes cast for the last 10…