empires, confederations & federations: three web governance models that work

Empires, Confederations & Federations: 3 Web Governance Models that Work

@lwelchman

© 2011 Lisa Welchman

Agenda

Lisa on Governance Some Governance Models Questions

© 2011 Lisa Welchman

Accountability Autonomy Quality

Web Governance

Strategic goals

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Governance Framework

Policy

Standards

Formalization of Authority Policy Standards

Tactics

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The language

Governance Model Governance Framework Formalization of Authority Digital vs. Web

© 2011 Lisa Welchman

A governance model details

Who codifies policy. Who defines standards. How resources for digital development are allocated. How disputes about digital are handled. Who evaluates performance. How “digital” relates to everything else.

© 2011 Lisa Welchman

Lisa’s answers

Who codifies policy? Legal and Sr. Management Who defines standards? People who are experts Where are development resources? Everywhere How do we settle disputes about digital? Iron/Escalate Who evaluates performance? Everyone How does “digital” relate to everything else? Hmm

© 2011 Lisa Welchman

Let’s push through these concerns. The challenge lies in figuring out exactly how these answers will play out in your organization.

© 2011 Lisa Welchman

2 points In the following models, I will focus on decision-making

for standards and where digital work is executed because that’s about feature, quality, and resource control (and that’s what folks like to fight about).

I will try and convince you that where the web team sits

is less important than the above. Web team placement is relevant because there are usually politics involved; but, placement is usually not the first cause of governance problems.

© 2011 Lisa Welchman

Confederations

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Loose confederation “Ring Leader” Web Manager

Cowgirl(s) Cowboy(s) Cowperson(s)

Ring-Leader’s sidekicks

“We’re not all the way sure how we’re going to do what we’re doin’ but we’re doin’ it” “Come on in if you wanna play. Just be nice.”

Organic standards Decentralized execution

© 2011 Lisa Welchman

It could work when

You have an innovative business culture You are mature about effectiveness measurement When the business model or culture does not require extreme control You have a clear goal

Chief Benefits: Innovation; Development can be rapid Chief Drawback: Can cycle through a lot of wrong;

Quality can suffer; Doesn’t scale well

© 2011 Lisa Welchman

Formal confederation “Ring Leader” Web Manager

Cowgirl(s) site

Cowboy(s) social

Cowperson(s) mobile

Ring-Leader’s sidekicks

“We’re not that connected but it’s in our best interest that the other guys look good.” “We care about brand integrity and not getting sued.”

Decentralized standards Decentralized execution

© 2011 Lisa Welchman

It could work when

You are a holding company A university with large distinctly branded schools A department in the Federal government

Chief Benefits: Execution localized to knowledge experts; standards locally relevant

Chief Drawbacks: Could miss opportunities for efficiencies; Organizational view of itself may not be the customer view

© 2011 Lisa Welchman

Empires

We are

Webmaster

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Emperor Web Manager

Minions who provide

information

Minions who provide data

Some other Minions

The Web Team

Court

“I make all the rules. I’ve got all the money. Give me your stuff and I’ll make good digital out of it.” “Now, go away.”

Empire proper Centralized standards Centralized execution

© 2011 Lisa Welchman

It could work when

The website is small or not complex, or no one else cares When the business model or culture requires extreme control When digital is just a “side show”

Chief Benefits: Quality Control; Controls size Chief Drawback: Production Bottleneck; Myopic view;

the organization stays in digital darkness; Doesn’t scale well

© 2011 Lisa Welchman

Delegated empire

Emperor Web Manager

Minions who can use a WYSIWYG

editor

Minions who can crop images

Some other minions

The Web Team

Court

“I make all the rules. I’ve got all of the money. I will set things up so that my minions can help out with the grunt work I don’t want to do.” “Now, go away again.”

Centralized standards Limited, decentralized execution

© 2011 Lisa Welchman

It could work when

For all the Empire Proper reasons and When everyday updates get caught in a production bottleneck. When editorial immediacy is required.

Chief Benefits: Quality Control; Controls size; puts content in the hands of knowledge experts

Chief Drawback: Not a lot if the model works

© 2011 Lisa Welchman

Federations

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The federation

Web President

Mobile States

Web Provinces

Social Territories

The Web Cabinet

Centralized standards Decentralized execution “It’s important for business

units to be free but there are some common values that we all share and it’s my job to make sure we keep those in focus.” “Now, go away but I’ll be watching you.”

© 2011 Lisa Welchman

It could work when You have a way to measure standards compliance The organizational digital budget is rational There is a culture of autonomy

Chief Benefits: No central production bottleneck;

Increased autonomy can increase business relevance and reduce deployment time; Can scale well

Chief Drawbacks: Portfolio management can be difficult; horizontal efficiencies not always realized; uneven quality

© 2011 Lisa Welchman

The partially devolved federation

Web President

Mobile States

Web Provinces

Social Territories

The Web Cabinet

Some Decentralized standards Some Decentralized execution “It’s important for business

units to be free but there are some common values that we all share and it’s my job to make sure everyone is able to get their job done well.” “Now, go away but my door is always open.”

© 2011 Lisa Welchman

It could work when

There is value in maintaining some horizontal applications The need for total standards compliance is limited

Chief Benefits: Allows sub-units to govern how they

like; Controls crucial quality elements; Scales well Chief Drawback: Requires the most management

discipline; Digital budge may not be rational; May seem fiscally unfair to some

© 2011 Lisa Welchman

Hybrids

You might have or need a hybrid model

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Questions & Answers

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Some news

Web Governance Journal Because it’s not just about pixels, prose, and platform

Coming Fall 2011

© 2011 Lisa Welchman

Lisa Welchman @lwelchman lisa@welchmanpierpoint.com www.welchmanpierpoint.com