launching energy.gov v4
DESCRIPTION
This deck describes the process of change management at a large enteprise in the late 1990s when we flipped doe.gov to become energy.govTRANSCRIPT
Launching energy.govThe experience of change in a large Department
A Roadmap for Change on the Web
Branding & Marketing in Public Arena Politics & Bureaucracy as Enablers Creating Flexibility in an Inflexible
Environment Developing Horizontal Management
Structures The Alchemy of Content Synergies Feedback Mechanisms: Listen/Reward
Branding & Marketing in a Public Service Environment
Define the problem, own the solution Public confidence in government is down Society is over-communicated; how to be
heard in an overcrowded marketplace? Positioning your product; what are you
selling? Define your audience broadly The power of the name
Politics and Bureaucracy as Enablers
Start at the top Accept the natural roles of appointees &
careers Leverage existing talent and ideas Compromise: analyze, address and then
move on
Copyright 1999 United Features Syndicate, Inc.
Creating Flexibility in an Inflexible Environment: “Our Drivers”
Creating Flexibility in an Inflexible Environment: Our “Drivers”
VISION…A secretarial initiative (without it: without it: confusionconfusion))
SKILLS…assembling a staff, institutional partners and a “forum” (without it: (without it: anxietyanxiety))
INCENTIVES…getting customer feedback, top down & bottom up drivers (without it: (without it: gradual gradual changechange))
RESOURCES…managing our capacity to do the right job and do it well (without it, (without it, frustrationfrustration))
Creating Flexibility in an Inflexible Environment: Our “Drivers”
ACTION PLAN: 5 stages for energy.gov
1. Customer input and benchmarking
2. Navigation and design choices
3. Content and Information Architecture
4. Test externally /vet internally: nothing’s perfect
5. Don’t forget governance and rollout strategy
Without an ACTION PLAN you get Without an ACTION PLAN you get false startsfalse starts
Creating Flexibility in an Inflexible Environment: Our “Drivers”
Developing Horizontal Management Structures: Why?
Management acknowledges there are too many topics, too little knowledge, too few staff
Integrate multi-discipline subject experts into operating processes
Stratified group participation Goal: focused participation & leadership
within each strata
Developing Horizontal Management Structures: How?
Flatter mgt. replaces vertical structure– See the charter and learn more about our Web Council at
http://www.energy.gov/webcouncil
A split focus; portal management + e-gov Recruit members by engaging your experts
– content owners, knowledge workers, webmasters Offer value
– issues briefings and a resource for CIOs/programs heads Be transparent: meetings are open to all
Options
Options
Plus More Options
Equal Next Generation: www.energy.gov
The Alchemy of Content Synergies
Display best value on the web, in a hierarchical framework that makes good sense to customers
Balance the desire to advertise with a portal approach that lets customers move quickly
Recognize that customers need multiple “doorways” to find what they’re seeking
The Alchemy of Content Synergies
Be selective and surface your gems…a “gold diggers club” can get you started.
Adopt an empowerment strategy, internally and externally, that pushes responsibility down to content owners.
Ferret out usability issues and modify site accordingly.
Tour our site! http://www.energy.gov/
Feedback Mechanisms – Listen/Reward
Copyright 1999 United Features Syndicate, Inc.
Feedback Mechanisms – Listen/Reward
Develop and maintain a site scorecard– Employ statistical trend analysis– Measure developmental concepts– Include laws and policies – they have a purpose
Internally: acknowledge content owners – Letters of praise, plaques, “best of” graphics
Externally: acknowledge comments & critics– Segment user comments i.e. consumers, stakeholders, etc.
The Balance Sheet
LAST GENERATION: Under-informed employees; Under-developed products
& markets A negative public image Lack of employee
commitment/goodwill Under-performing
technology Angry, alienated customers
THIS GENERATION: Flatter (fewer layers) Agile and autonomous units Oriented toward creating
niche markets Accents quality and service Quality = clear and accurate
information A strong sensing system for
receiving info from all parts Management is info driven
and access to info is widely shared
The Goal: Consumer Value
It is easy nowadays to remember anything so contrary to all appearances as that officials are the servants of the public; and the official must try not to foster the illusion that it is the other way around.
-- Sir Ernest Gowers, British Public Servant, 1948
