governance: how the r's protect you from the 'frankensteining' of your website

GOVERNANCEHOW THE 5Rs PROTECT YOU FROM THE ‘FRANKENSTEINING’ OF YOUR WEBSITE

&presented by:

Introductions

TonyVice President of

Strategy & CreativeVisionPoint Marketing

LaurieAssociate VP

of CommunicationsWake Tech CC

About Wake Tech> Chartered in 1958, First opened its doors in 1963 > Largest CC in North Carolina, serving over 66,000 students> 5 campuses, 2 training centers> 1st All-LEED campus in the U.S.> Hallmark programs: Nursing, Culinary Arts, Simulation & Game Development> Recently revamped website & brand with VisionPoint

About VisionPoint> Established in March 2001 & located in Raleigh, NC with team of 15> Specialize in online 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 > Dedication to results and long-term relationships> Speaking on HE marketing at CASE, AMA, eduWeb, + regionally

This will not be fun

Agenda

1. What is WG & why is it so important?

2. Laying the groundwork

3. Creating your plan (the 5Rs)

4. Putting it into action

What is website governance & why is it SO important?

Website GovernanceYour institution’s structure

of people, process and policies to maintain and manage your website over time.

cobbled-together,rogue websites &

non-approved sections



investment into new website wasted




content & design is off brand





one group or person being a bottleneck for

getting content published






getting content publishedpoor content quality

(bad grammar, photos, video, etc)






getting content publishedpoor content quality

(bad grammar, photos, video, etc)

well-meaning contentcontributors can’t

contribute

Okay, so how do I build a governance plan?

Laying the groundwork

Steps to building a solid foundation1. Define goals (vision for future)2. Conduct current-state analysis3. Get executive level support4. Build your teams

1. Define 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?

A robust, cohesive website with lots of useful and compelling content published by SMEs, that

supports our brand and motivates our target audiences.

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)?

Tuition & FeesCost ComparisonsFinancial AidScholarships

3. Get executive level support> Leadership NEEDS to understand the value of the web & content> Plenty of research and stats about importance of website to

prospective students & other constituent groups

Content is KING

Content is KINGGreat site = great content = many content contributors = unwieldy

3. Get executive level support> Define value at the executive level by addressing things

they care about like:> ROI (decreased ROI to marketing efforts if web not a priority)> Impact on brand perception > Cost savings (no need for costly redesigns, efficiencies = cost savings,

elimination of overspending on outside tech & consultants)> Impact on culture > Lost opportunities for Alumni, Advancement goals (not just about prospective students)

> Build case for many people to be involved

4. Build your teams> Web Management Team (WMT)

> Marketing Strategy / Communications / PR> Content Development (writing, video, etc)> Technology> Design

> Web Advisory Committee (WAC)> The most influential people from each unit who ‘get’ what you’re trying to do.> Evangelists

> Executive Leadership> Important to have their presence at key meetings

> Encourage informal groups> Content developers> Students bloggers> (meet on monthly basis)

Creating your plan (the 5Rs)

*DISCLAIMERThis is a STRUCTURE for creating a

plan. The actual details will be unique based on your individual

goals, resources and culture.

The 5Rs *

* Special thanks to Candi Harrison: http://candioncontent.blogspot.com

Roles1 Responsibilities2 Relationships3

Rules4 Review5

http://candioncontent.blogspot.com/

http://candioncontent.blogspot.com/

Roles1

Roles Responsibilities Relationships Rules Review

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


Unit Leader Content Owner

Content Contributor

Content Editor Hands-on



Content Contributor

Content Editor

Web Management

Team

InformationTechnology

Services

Web Advisory Committee

Hands-on

Oversight & Advisory



Content Contributor

Content Editor

Web Management

Team


Services


Executive Leadership

Hands-on


Leadership

Responsibilities2


ResponsibilitiesEach of the various players’ responsibilities> What do each of the Roles do?



Content Contributor

Content Editor

Web Management

Team


Services



Hands-on


Leadership



Content Contributor




Content Contributor


Deans, Senior Directors, VPs and other unit leaders within the college> 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



Content Contributor

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



Content Contributor

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



Content Contributor

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


Web Management

Team


Services




Web Management

Team


Services



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


Web Management

Team


Services


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


Web Management

Team


Services


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



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

Relationships3


RelationshipsHow the roles interact with one another, including: > Who trumps whom and how > The checks and balances to maintain the efficiency

of the system


Web Management

Team

Content Contributor

Content Editor


Services



Unit LeaderContent Owner

Web Management

Team

Content Contributor

Content Editor


Services



Defines messaging strategy


Web Management

Team

Content Contributor

Content Editor


Services




Provide directionto Content Owner for their unit’s content


Web Management

Team

Content Contributor

Content Editor


Services



Must comply with guidelines, owned by the WMT


Provide directionto Content Owner for their unit’s content

Guidelines

Unit Leader Content Contributor

Content Owner

Content Editor

Web Management

Team


Services



Unit Leader

Content Contributor

Content Owner

Content Editor

Web Management

Team


Services



WAC recommends disciplinary action against Content Contributor

Executive Leadership has

final approval or veto power

Unit Leader is informed by WAC and enforces action against Content Contributor

Unit Leader

Content Contributor

Content Owner

Content Editor

Web Management

Team


Services






Unit Leader is informed by WAC and enforces action against Content Contributor


Content Editor

Web Management

Team


Services








Services


Content Contributor

Content Editor

Web Management

Team


Unit Leader

Content Owner


Services


Content Contributor

Content Editor

Web Management

Team


Content Owner identifies need for 3rd party app & requests permission from Unit Leader

Unit Leader

Content Owner


Services


Content Contributor

Content Editor

Web Management

Team



Unit Leader submits request to WAC

Unit Leader

Content Owner


Services


Content Contributor

Content Editor

Web Management

Team




WAC consults ITS

Unit Leader

Content Owner


Services


Content Contributor

Content Editor

Web Management

Team




WAC consults ITS

WAC approves or rejects request

Rules4


RulesA 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:


Content Guidelines> Appropriate content> Writing for the web> Writing styles> Multimedia content> Accessibility & SEO> Accurate & interesting

content> Nomenclature> Formatting> etc.


Brand and Style Guidelines


Content Workflow Process


Social Media Integration and Publishing Policies


Institution-wide Policies

Review5


ReviewHow 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.


Process PerformancePeople


PeopleReviews 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?




ProcessReviews 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?



PerformanceReviews the quality of your website.> Is your website achieving its goals?> Are you meeting the needs of your audience? > Are you communicating effectively?

Putting it into action (It looks good on paper, but . . .)

Put plan into action (suggestions/best practices)Start with ‘friendlies’> Roll it out little-by-little. Start small and start with closest allies. > Once wrinkles are ironed out, roll it out to more units.

Build a community> Face-to-face training is a great opportunity for this.> Celebrate successes (as opposed to just enforcing)> Encourage informal groups

Create a home> Provide support tools that content community can access on their own (micro site that

houses all governance, policies, links, resources, contact info, best practices, tips, etc)

Be patient> You will have a hybrid centralized and decentralized system for a while.> It can take years to achieve your vision.

Making it stick> Put policies in place> Have leadership visible at beginning of project and at key milestones> Be nice but persistent

Thank you!follow VisionPoint: @vispoint | @ahatony follow Wake Tech: @waketechcc•

For more Higher Ed marketing insights, industry trends and case studies subscribe to our monthly email newsletter eduInsights. Sign up online by clicking here or go to: visionpointmarketing.com/eduinsights

http://www.visionpointmarketing.com/eduinsights

http://www.visionpointmarketing.com/eduinsights

http://visionpointmarketing.com/eduinsights












































governance: how the r's protect you from the 'frankensteining' of your website

Business

executive

feescost comparisonsfinancial

rogue websites

web advisory

cms editing

defines messaging

content owner

unit leadercontent