1. Fluff Matters! Information Governance in an Online Era Lisa Welchman

2. Those people over in marketing with all that unstructured content that push data, and put documents and marketing stuff online… Digital. mobile web social

3. Of all of the information flowing in, around, and through the organization, what should we care about and who should should do the caring? Governance.

4. Five truths from your digital team: 5

5. We don’t know where all of our information is. (And, we may never know.) 1

6. We don’t control all of our information. 2

7. Information has become uncertain. It just shows up (and disappears). 3

8. We are creating and managing the reputation of the business (sometimes, we are the business) and you aren’t really taking us seriously. 4

9. We need a partnerships. Not mandates. Not a service level agreement. 5

10. Digital governance What is it and why do we need it?

11. Defining digital governance [Digital governance] A framework for establishing accountability, roles, and decision-making authority for online publishing and development.

12. Where are you on the digital governance maturity curve?

13. Steps to building a framework Step one: establish your digital team field Step two: determine authority for digital strategy Step three: determine authority for digital policy Step four: determine authority for digital standards

14. The real work of a digital governance framework is to assign appropriate authority for digital strategy, policy and standards definition to the right resources within your digital team. Governance framework

15. Your digital team Who they are and what they do

16. Digital team [Digital team] consists of all resources required to enable and execute upon an organization’s digital strategy.

17. Components of the team Core Distributed Ad-hoc Committees Extended Working Group & Committees Distributed Core

18. Core team [Core digital team] Conceptualizes, architects, and provides oversight for the full organizational digital presence. Program Management Product Management

19. The dispersed core [Dispersed core] required in organizations with multiple product lines, geographies, or business interests. Multiple teams take on the roles and responsibilities of the core team – but only for a particular digital presence or aspect

20. Why dispersal happens

21. The dispersed core

23. Distributed team Rely on defined standards and implemented infrastructure systems that are engineered by the core team. [Distributed team] extends and focuses the vision of the core team by implementing content and applications.

24. Working groups and councils Executive level councils Steering committees Tactical working groups [Working groups and councils] foster collaboration at all levels of the organization.

25. Extended team [Extended team] are resources outside of your organization that help with digital development and publication. Interactive agencies Regulatory agency W3C Content management systems vendors National government

26. Digital strategy Aligning digital expertise with organizational power More on page: 51

27. Digital Strategy [Digital strategy] articulates an organization’s approach to leveraging the capabilities of digital to support organizational goals. Qualitative Quantitative Guiding Principles and Performance Objectives

28. Digital strategy resources Digital Strategy Leadership Focus Executives Analysts Lines of Business Leads and "Product Managers" Digital Focus User Experience Senior Digitalists Content Technology

29. Leadership responsibilities Leadership role Sponsor and emplace digital governance framework Ensure digital strategy is informed by non-digital strategic business objectives Ensure the digital presence performs for the organization by defining measureable outcomes Provide market analysis and expertise, ensuring that the digital strategy is “worth the effort” Align management for digital strategy implementation Leadership Focus Executives Analysts Lines of Business Leads and "Product Managers"

30. Digital responsibilities Digital role Brainstorm and invent digital functionality in order to meet business goals Ensure that the digital presence aligns with good practices and relevant emerging trends in digital Provide digital expertise and experience ensuring the digital strategy is “doable” Align organizational digital workers for implementation of the digital strategy Digital Focus User Experience Senior Digitalists Content Technology

31. Digital policies Staying on track

32. Digital policies Example policy Company X shall keep all corporate and marketing data stored within national jurisdictions, and the company shall prohibit data from traveling through the territory or infrastructure of countries other than the nation in which the designated website is hosted. [Digital policies] High level statements of beliefs, goals, and objectives in order to comply with laws, manage risk, or drive competitive advantage.

33. Accessibility Branding Domain Names Language and Localization Hyperlinks and Hyperlinking Intellectual Property Privacy Security Social Media Web Records Management Digital policy range

34. Digital standards Getting digital right

35. Digital standards Example [Digital standards] Formal specifications that guide what is to be done in regards to aspects of digital publication and development. Example standard Format links for display so that content is written in the language of the site. For example, use “En Español” not “In Spanish” when linking from an English site to a Spanish site. Do not use English directory or file names for non-English language sites.

36. Digital standards domains

37. Tools Protocols Information Access Hosting Security Software Hardware Branding Content Language Typography & Color Images Templates DesignEditorial Publishing & Development Network & Infrastructure

38. Standards lifecycle Disseminate Implement Measure Define Drivers External Policy Technology changes New best practices Internal Policy New projects / initiatives

39. In the end…

41. Connect me and keep in touch! Lisa lisa@activestandards.com | @lwelchman

42. Thank you | activestandards.com