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mark a. greenfield
Managing the Unmanageable web governance in higher education
markgr.com/ncsrmr11
Mark Greenfield
Higher ed web professional, consultant, keynote speaker, futurist, uwebd
overlord, lacrosse coach, tennis player, music lover, dog rescuer
markgr.com
twitter.com/markgr
delicious.com/markgrwww.linkedin.com/in/markgr
True or False Most college web sites are bad?
xkcd.com
University Website
How important is the Web for enrollment?
92%
Will be disappointed or take a college off their list if they do
not find what they need
24%
Will REALLY take your school off their list because of a bad
web experience
65%
Will become more interested because of a positive
experience on your site
The web is now mission critical
mark a. greenfield
Higher Education:the toughest gig in all the web
HiPPO
HIghest Paid Person’s Opinion
The Tipping Point
• The web is now mission critical• higher education is getting flattened
Flattened
When the impact of the internet and globalization render and industry
unrecognizable, and in many cases, obsolete
“Most institutions can no longer afford to be what
they’ve become”
44%
believe that waste and mismanagement significantly factor
into increasing college costs
We will need to become ruthlessly efficient
Moving Forward
Too often, campus leadership views the web as a cost center rather than as a strategic asset
Web GovernanceThe authoritative administrative structures that set policy and standards for Web product management. It includes:
•The implementation of a Web Governance Framework
•The establishment of Web Policy
•The codification, implementation, and enforcement of Web Standards
- Lisa Welchman
Web Governance
Deciding who gets to decide
“There is nothing so useless as
doing efficiently that which
should not be done at all.”
- Peter Drucker
we do web committees all wrong
IT or Marketing
let there be web divisions
True Web Governance
• Establishes authority and accountability
True Web Governance
• Establishes authority and accountability
• Defines the role of all campus units as it relates to the web and establishes how they will support web efforts
True Web Governance
• Establishes authority and accountability
• Defines the role of all campus units as it relates to the web and establishes how they will support web efforts
• Involves senior leadership
True Web Governance
• Establishes authority and accountability
• Defines the role of all campus units as it relates to the web and establishes how they will support web efforts
• Involves senior leadership
• Involves line management
Web Strategy
The translation of organizational objectives and values into high-level management directives for the web
- Lisa Welchman
Why do you have a website?
The web is first and foremost an enrollment tool
Web Strategy
A successful Web Strategy achieves two results:
1. Guiding Principles ‐ describe how the organization will use the Web to support the organization’s core values and business objectives
2. Formalization of Authority – ensures that authority for Web Governance, Web Execution and Web Measurement are
clearly articulated and properly resourced
Without Web Strategy
The web is thought of as a collection of micro-sites rather than a single entity.
Academic departments and administrative units think they have their own sites rather than being part of a larger web presence.
The Entire Site Matters!
Usability suffers because visitors expect a unified web presence and instead find a site that is graphically diverse and difficult to navigate.
There are no articulated, measurable goals making it difficult to measure the ROI of web efforts.
With everyone doing their own thing, there are resource inefficiencies result in wasting time and money.
Institutional Strategy
Web Strategy
ContentStrategy
Social MediaStrategy
IT Strategy
Communications Strategy
Web Execution
The definition, coordination, and support of all the tactics required to produce and maintain a high-quality web presence.
Web Execution
effective, efficient management of daily web operations.
Is your site sustainable?
The Web Is Not a Project
Web Measurement
Measure both web metrics and business metrics
Concluding Thoughts
True Web Governance
• Establishes authority and accountability
• Defines the roll of all campus units as it relates to the web and establishes how they will support web efforts
• Provides the appropriate level of resources
• Involves senior leadership
• Involves line management
• Involves the entire campus
• Establishes Key Performance Indicators (KPI’s)
• Is not a one-off process
Web Governance Is Your Friend
Implementing a CMS without governance is like building a bridge to nowhere
Find the delicate balance between autonomy and accountability.
2011: The Year of Web Governance (in Higher Education)
#hewebgov
webgovernance.com
Coming August 2011
Thank You
mark a greenfield
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