empires, confederations & federations: three web governance models that work
DESCRIPTION
Deck from July14, 2011 webinar -- Lisa Welchman explains three different approaches to corporate web governanceTRANSCRIPT
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
© 2011 Lisa Welchman
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
© 2011 Lisa Welchman
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
© 2011 Lisa Welchman
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
© 2011 Lisa Welchman
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 [email protected] www.welchmanpierpoint.com