Roles & Responsibilities on a Web Team

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Roles & responsibilities on a web team

In conjunction with A presentation by

with Shane Diffily

Shane Diffily www.diffily.com

Shane Diffily @diffily

That’s easy, right!?

Role = “Web Guy”

Promotion

Social

Networks

Strategy

Planning

Content Design

Hosting

Performance

Review

Publishing Feedback

Technical

monitoring

Data & security mgt

Change control

Governance policies

Architecture

Testing

Approve

activity

Systems

Budget

Procedures

Documentation

Skills

Manpower

Technology

Performance

monitoring

Responsibilities = The whole caboodle!

Volume of activity

activi

Volume of activity

activi

Peak Geek

The last point at which 1 person can

handle the totality of web management

Volume of activity

activi

Good fences = good neighbors (Not stepping on each others’ toes)

“I don’t know how to do that!” Clear roles

& responsibilities highlight skills gaps.

Skills planning “I’d love to but not enough hours in the day.”

Accurate workloads expose staffing gaps.

Manpower planning

Accurate Roles & Responsibilities also help with…

Promotion

Social

Networks

Strategy

Planning

Content Design

Hosting

Performance

Review

Publishing Feedback

Technical

monitoring

Data & security mgt

Change control

Governance policies

Architecture

Testing

Approve

activity

Systems

Budget

Procedures

Documentation

Skills

Manpower

Technology

Performance

monitoring

Promotion

Social

Networks

Strategy

Planning

Content Design

Hosting

Performance

Review

Publishing Feedback

Technical

monitoring

Data & security mgt

Change control

Governance policies

Architecture

Testing

Approve

activity

Systems

Budget

Procedures

Documentation

Skills

Manpower

Technology

Performance

monitoring

New Framework of Web Governance

Activities of Governance

Resources of Governance

Activities of Governance (composed of 22 subtasks)

Resources of Governance (composed of 14 subelements)

Promotion

Social

Networks

Content Design

Hosting

Performance

Review

Publishing Feedback

Technical

monitoring

Data & security mgt

Testing

Systems

Budget

Procedures

Documentation

Skills

Manpower

Technology

Planning Change control

Architecture

Set strategy & KPIs

Set policy & standards

Acquire resource & budget

Police online activity

The subtasks of Leadership

il, go to

diffily.c

Promotion

Social

Networks

Hosting

Performance

Publishing Feedback

Technical

monitoring

Data & security mgt

Testing

Systems

Budget

Procedures

Documentation

Skills

Manpower

Technology

Architecture

Change control

Planning

Content

Design

Testing

Hosting

Review

Publicity

The subtasks of Development

il, go to

diffily.c

Hosting

Technical

monitoring

Data & security mgt

Testing

Systems

Budget

Procedures

Documentation

Skills

Manpower

Technology

Architecture

Publishing

Quality assurance

Engagement monitoring

Performance monitoring

Infrastructure monitoring

Change control

The subtasks of Maintenance

il, go to

diffily.c

Promotion

Testing

Systems

Budget

Procedures

Documentation

Skills

Manpower

Technology

Architecture selection

Architecture management

Performance management

Data & security management

The subtasks of Infrastructure

il, go to

diffily.c

Promotion

Testing

Systems

Budget

Procedures

Documentation

Technology

Manpower & skills

Roles, responsibilities & teams

Leadership & control

The subelements of People

Systems

Budget

Technology

Testing

Standards

Procedures

Policies

Documentation

The subelements of Processes

il, go to

diffily.c

Budget

Testing

Technology

Systems

Software

The subelements of Tools

il, go to

diffily.c

Salaries

Software

Other, e.g. contractors

The subelements of Budget

il, go to

diffily.c

Website Scale (composed of 3 elements)

A Role is the key skill or activity for which a staff member is taken on.

Responsibilities are a description of the outcomes expected of that person.

As Scale grows, a Role tends to stay broadly the same…

Developer

Testing

Promotion

Social

Networks

Strategy

Planning

Content QA

Security

Hosting

Performance

Review

Design Feedback

Technical

monitoring

Data mgt

Change control

Governance policies

Architecture

Coding

Approve

activity

Systems

Content

Procedures

Documentation

Manpower

Technology

Performance

monitoring

But, Responsibilities become more & more focussed.

Developer

Testing

Promotion

Social

Networks

Strategy

Content QA

Security

Performance

Review

Design Feedback

Technical

monitoring

Data mgt

Change control

Governance policies

Architecture

Coding

Approve

activity

Documentation

Manpower

Technology

Performance

monitoring

Developer

Testing

Promotion

Social

Networks

Strategy

Security

Performance

Feedback

Technical

monitoring

Change control

Governance policies

Coding

Technology

Performance

monitoring

Developer

Testing

Social

Networks

Security Coding

Developer

Roles become grouped into clusters...

Extremely sensitive documents, so best get them right…

A 1 or 2 line description of the primary

skill or activity for which it is intended.

Clear role description Encompassing both strategic (long-term) and

tactical (day-to-day) activities & tasks.

List of responsibilities

The primary expertize & specialisms expected of

a person in this role.

Catalogue of skills

A good description should include…

Some examples of Role & Responsibilities may include…

“The role of Content Editor is to ensure the

planning, delivery & maintenance of high

quality, accurate & up-to-date content.”

Role • To develop an annual content strategy.

• To co-ordinate Content Producers.

• To expedite day-to-day editing/approval.

Responsibilities

“Expertize in the following disciplines:

Content Strategy, Content Marketing,

SEO, Social Media Marketing, mobile…”

Skills

For example, Content Editor…

“The role of Designer is to ensure the

delivery & maintenance of usable, elegant &

visually compelling online experience”

Role • To define online design & usability standards.

• To direct design activity in support of goals.

Responsibilities

Visual & interaction design, usability heuristics,

user experience testing, etc.”

Skills

For example, Designer…

“The role of Developer is to deliver & maintain

online code & markup in accordance with

agreed standards.”

Role • To define code & development standards.

• To direct coding activity in support of goals.

Responsibilities

Markup, serverside scripting, client side

scripting, web architecture, web testing, etc”

Skills

For example, Developer…

Leadership Roles - often overlooked - need clear definition too…

“The SMT directs/approves online strategy,

monitors high-level adherence to business

goals and provides resource.”

Role • Promulgate online strategy & goals.

• Ensure provision of necessary resources.

• Monitor strategy & redirect as necessary.

Responsibilities

An awareness of how the web channel can

usefully fulfil high level organisational goals.

(Read my article at www.diffily.com/articles)

Skills

Senior Management Team…

“The WSG expedites online strategy by co-

ordinating development among all

stakeholders & reports progress to SMT.”

Role • Approve priorities & policies at high level.

• Monitor activity via KPIs.

• Act as Court of Last Resort for disputes.

Responsibilities

An awareness of how to use web to fulfil online

goals, how to make most of limited web budget.

Skills

Web Steering Group…

“The role of the Senior Executive to remove

barriers to online goals by creating

environment for stable web governance.

Role • To represent web interests in organization.

• Monitor web team performance & systems.

• To lead & arbitrate decision making at WSG.

Responsibilities

“An awareness of web strategy & budgeting,

arbitration of competing interests, etc.”

Skills

Senior Executive…

“The role of Web Manager is to steer,

supervise & control the activity of the web

team in support of online goals.

Role • To direct & control operational activity.

• To monitor the needs of online audiences.

• To report progress on delivery of priorities.

Responsibilities

“Expertize in the core activities of web governance,

analytics, user engagement, people management,

agile, budgeting, etc.”

Skills

Web Manager…

Digital? Marketing IT

Who should “own” web?

Older silo based operations centred on organizational units are coming under increasing pressure to change. Didier Bonnet, Cap Gemini

Subsidiarity

UK Government GDS Team

What about Roles & Responsibilities NOT on your Web Team?

A Service Level Agreement is suitable

for external suppliers.

SLA An Operational Level Agreement is suitable

for internal suppliers.

For “suppliers” you can use contracts…

• “You will provide 1 guaranteed man-

day per week for design support.”

• “Design requests will be accompanied

by agreed use-case documentation.”

• “We will agree a monthly roadmap with IT

& not deviate from it without penalty.”

• “IT will respond to requests within 4-6

hours, excluding urgent exceptions.”

Exception management…

Many ordinary staff also support online – especially for content…

Decentralized Model Centralized Model

Quality versus Volume.

To change thinking quality content is of

great importance, e.g. “Vote for me”.

Undermine persuasion? To prompt an action often requires

considerable content A/B testing.

Undermine revenue?

To create trust requires high quality, error free

content over a long period.

Undermine reputation?

How much could bad content hurt you online…

Get everyone to agree to a minimum set

of rules upfront – or no deal!

Sign a charter A last-chance to fix things before the

‘Feds’ take over your content.

Have a “sin bin”

Cheerlead for the best – name & shame the

worst – visits, shares, comments, errors, etc.

Publish stats

Some stick. Some carrot.

We have the technology!

Read more in my article “The New Analytics of Web Governance” at www.diffily.com

Give people the chance to understand

what you want of them & how to do it.

Provide training Don’t hide away. Help them to help you get

the quality you want.

Provide time

A website manual, a style guide, a QA checker,

analytics & more.

Provide tools

Some stick. Some carrot.

How many people for each role on your web team?

What does science say?

“200-500 pages per-person-per-year”

Content calculator & Gerry McGovern

Math What does your spidey-sense say?

“We process millions of complex financial

transactions - but need little content … hmmm!”

Can be hard to predict…

Download at www.diffily.com/downloads

• 2m+ visitors pm & heavy engagement.

• Huge amounts of very varied content.

• Highly transactional technology.

Large scale = 15+ FTE

• 0.5-1.5m+ visitors pm & mid engagement.

• Lots of varied content.

• Complex technology.

Mid scale = 5-10 FTE

• 0-0.5m+ visitors pm & low engagement.

• Low volumes content.

• Relatively simple set-up.

Small scale = 1-2 FTE

Manpower in (approximate!) Full Time Equivalents (FTE)…

As you grow in scale, Roles & Responsibilities need to keep pace!

Greater volumes & complexity needs more

people & well defined roles.

Change in scale New goals can shake-up the mix of staff

needed & thus Roles & Responsibilities.

Change in strategy

Management may decide to reorganize how

things are done – & this is happening a lot now.

Change in leadership

Key reasons for changing Roles & Responsibilities…

We are in a period of heightened tension as the legacy of inattention is finally addressed

People. Approach with care.

Greater demands means lower quality as

there is not enough time to do everything.

Overloading Lack of planning for holidays or sickness

creates risk & puts more pressure on staff.

Lack of redundancy

If your ambition is to double engagement in 1

year, you need to plan for a team that can cope.

Myopia & inflexibility

3 mistakes in assigning Roles & Responsibilities…

Rational Response: Some people may

resist change simply because outcomes are

not made clear.

“Protect my job!” Political Response: Some people may

resist change if it could undermine their

influence or privileges.

“Protect my status!”

Emotional Response: Some people may resist

change if it is done in a cavalier manner without

appropriate framing.

“Protect my dignity!”

How staff may respond to Role changes…

This works well if done continuously, but is

rarely a point solution for urgent change.

Retraining Loss may be compensated by an increase in

localized authority, grade changes or pay.

Incentivization

Professional change management can help

alleviate all but the most deeply felt grievances.

Listening & empathy

Change management options…

Go placidly amid the noise & haste of your web team,

And remember what peace there may be in keeping silent.

As far as possible without surrender

Be on good terms with your Designers & Developers.

Speak your requirements quietly and clearly;

And listen to others,

Even dull Techies & Senior Managers;

They too have their story.

Desiderata … for Webmasters :)

More at www.diffily.com/articles/desiderata.htm

Thanks for watching!

Email me at shane@diffily.com

Arrange your FREE webinar at www.diffily.com

In conjunction with A presentation by

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