HERDING CATS: A Strategic Approach to Digital Governance

Suzanne Baran Content Strategy Lead, Capital Group

DIGITAL GOVERNANCE= GROWTH ENGINE.

WHAT YOU’LL LEARN 2

Between-the-Lines: -Fails & Wins -Learning Curves -Actionable Tactics.

‣  Design your digital presence ‣  Create specific roles and tasks for team members ‣  Clarify decision-making for policies and standards ‣  How to sell digital governance to your organization

WHY GOVERANCE?

3

TEACH. LEARN. LEAD. CONNECT. ‣  Solve your audience’s problems ‣  Audiences desire the experience they expect ‣  In a standards-compliant environment, team members will know

what to do and when ‣  Build human interest & trust

Stop Selling Your Turn

Knowing the rules + Open Dialogue = Win

KNOW YOUR GOALS.

BLOGGING FOR BUSINESS

KEY AREAS & EXAMPLES KNOW YOUR GOALS 5

Revenue Brand Assets Networking Influence -Leads -Customers -Retention

-Community -Pre-launch audience -Customer Feedback -Social Virality

-Partnerships -Introductions

-SEO -Branding -Social Presence

Sales

clarify decision-making authority for strategy, policy, and standards throughout your team and evangelize to your department and organization. IS A FRAMEWORK

6 KNOW YOUR GOALS

GOVERNANCE

GET STARTED. DIGITAL GOVERNANCE GUIDE

4 STEPS GET STARTED 8

Team Roles Policies Content Creation

Assemble

your troops

Who establishes the digital vision and enables the

company to achieve it

What are the DO’s and

DON’Ts for online behavior, experience and

interactions across channels

Buy-in on who

decides the culture and flavor of what will

be created and to support your digital

presence

STEP 1: YOUR CORE TEAM GET STARTED 9

“If you don’t know why or what you need to communicate, how will you know if you succeed?” -Margot Bloomstein

‣ Your core team consists of resources designed to keep your digital presence fully functional and represents your company.

‣ Share goals and manage by objective

STEP 1: YOUR CORE TEAM GET STARTED 10

‣ Responsible for creating and maintaining integrity of the full online experience and Omni-channel strategy

‣ Standards ‣ Policy ‣  Infrastructure and publishing tech ‣ Measurement and KPIs

STEP 2: YOUR VIRTUAL TEAM GET STARTED 11

‣  Ensures the quality of particular aspects of your digital presence

‣  Develops and maintains content,

applications or data to support your digital footprint

‣  Contributes to digital standard development

STEP 2: WORKING GROUPS GET STARTED 12

‣ Strategic and tactical collaborative efforts

‣ Community-building

‣ Streamlining chaos

STEP 2: EXTENDED TEAM GET STARTED 13

‣ Outside development and production of subject matter experts, vendors, freelancers

‣ Offer digital team support, as needed

‣ Production support to digital operations outsourcing

STEP 3: POLICIES, GOALS & STRATEGY GET STARTED 14

Who articulates your company’s high-level business case and expectations for developing your online presence?

STEP 3: POLICIES, GOALS & STRATEGY GET STARTED 15

Strategy

Leadership Focus •  Executives •  Organizational

Units •  Human

Resources

Digital Focus •  User

Experience •  Strategists •  Technology •  SMEs

STEP 3: POLICIES GET STARTED 16

Policy statement what you should or should not do stated as a fact, not a guideline or best practice Rationale why you should follow this policy; where does it come from and on what authority should it be invoked? Related standards The policy stated the “what” aspect of compliance, but standards should explain how to comply with policy

STEP 4: CONTENT CREATION GET STARTED 17

A system that determines how content gets created and published 1.  Assign Ownership 2.  Align Content Creators – Answer WIIFM? 3.  Define Success 4.  Measure 5.  Evolve

STEP 4: CONTENT CREATION CALENDAR & SEO

GET STARTED 18

Source: YP Content Marketing Plan by Suzanne Baran; 2012

ARE YOU READY TO SHEPHERD? Q&A: HERDING CATS 19