web governance for government websites

@diffily | @siteimprove | #WebGovernance @diffily | @siteimprove | #WebGovernance

In conjunction with A presentation by

Online Governance for Government with Shane Diffily


Shane Diffily www.diffily.com


Shane Diffily @diffily


“Democracy is a precious ambrosia carried around in the rusty bucket of human endeavor.”


Action #5: … Action #6: Create a website. Action #7: …


Lots of units do work completely unrelated to

each other, e.g. libraries vs. road repair

– yet they all need to be catered for online.

Exceptionally diverse There are many stakeholder groups,

representatives, unions & others – & all want

a say in your web presence.

Special interests

More departments are online, they want to do

more, more often & to a higher standard –

increasing your management burden.

Growth in ambition

Government is It has many

And there has been a huge


Many new sites & social networks

Huge content volumes

Massive user engagement

High user expectations

High internal expectations

Online Ambition

Even the smallest government

organization online today has great


Promotion

Social

Networks

Strategy

Planning

Content Design

Build

Hosting Performance

Review

Publishing Feedback

Technical

monitoring

QA

Data & security mgt

Change

control

Governance policies

KPIs

Architecture

mgt

Testing

Approve

activity

Systems

Teams

Budget

Roles

Tools

Procedures

Documentation

Skills

Manpower

Technology Performance

monitoring

Missing manpower or skills

Missing essential tools

Redundant roles or structures

Unclear decision making authority

Unclear leadership

Web Management

But this ambition has often

not been matched by change in


If a Web Team has little authority, individual

departments can do their own thing.

Lots of solo-runs Solo-runs mean that every department can

do things differently.

Design & technology

Some departments maintain great

content & others let things fall apart.

Online quality

This has led to symptoms like Great diversity of

Huge range of


Web Governance is a system for managing an online presence in a controlled & orderly way.


It delivers the certainty & stability your Web Team needs to focus on online goals.


Promotion

Social

Networks

Strategy

Planning

Content Design

Build

Hosting

Performance

Review

Publishing Feedback

Technical

monitoring

QA

Data & security mgt

Change

control

Governance policies

KPIs

Architecture

mgt

Testing

Approve

activity

Systems

Teams

Budget

Roles

Tools

Procedures

Documentation

Skills

Manpower

Technology

Performance

monitoring


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Activities

Resources

Scale


Activities describe everything you must do to manage an online presence effectively.

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Activities describe everything you must do to manage an online presence effectively.

Resources describe everything you must have to make the Activities happen.

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Set strategy & KPIs

Set policy & standards

Acquire resource & budget

Police online activity

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The subelements of Leadership


Planning

Content

Design

Build

Testing

Hosting

Review

Publicity

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The subelements of Development


Publishing

Quality assurance

Engagement monitoring

Performance monitoring

Infrastructure monitoring

Change control

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The subelements of Maintenance


Architecture selection

Architecture management

Performance management

Data & security management

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The subelements of Infrastructure


Manpower

Skills

Roles & responsibilities

Teams & authority

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The subelements of People


Standards

Procedures

Policies

Documentation

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The subelements of Process


Technology

Systems

Software

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The subelements of Tools


Salaries

Software

Other, e.g. contractors

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The subelements of Budget


Scale measures the Size, Complexity, Engagement of your online presence.

Complexity measures the management

impact of technology, especially hosting.

Size measures the management impact of

the production of web content/services.

Engagement measures the management

impact of traffic, comments & feedback.


Using the 3 elements of the Framework we

can predict the balance needed to oversee

the many subsites & social networking

presences it has online.

City of Birmingham For example, let’s take


1. Birmingham is large in Scale Birmingham City generates lots of content,

has high user engagement & complex technology.


1. Birmingham is large in Scale Birmingham City generates lots of content, has high

user engagement & complex technology.

2. Operational Activity is very granular Scale predicts a large burden – which means lots of

detailed Activity should be happening very frequently.


1. Birmingham is large in Scale Birmingham City generates lots of content, has high

user engagement & complex technology.

2. Operational Activity is very granular Scale predicts a large burden – which means lots of

detailed Activity should be happening very frequently.

3. Sophisticated Resource is needed To support this level of Activity, Birmingham needs many

highly skilled staff in structured teams, with specialist tools,

following formal processes & a large web budget.


Growth in Scale


Growth in Scale

Growth in Activity


Growth in Scale

Growth in Activity

NO growth in Resource


Growth in Scale

Growth in Activity


It should grow too…


Growth in Scale

Growth in Activity



Step 3. Optimise Step 2. Organise Step 1. Discover


“We have lots of quality issues

& my Web Team is in revolt!

Step 1. Discover




“My management team is ready

to invest in web operations.

Step 2. Organise Step 1. Discover




“My management team is ready

to invest in web operations.

“Now I have stability, I can start

doing things better.”

Step 3. Optimise Step 2. Organise Step 1. Discover


GOV.UK


DirectGov Previous UK citizens’ portal

BusinessLink Previous UK business portal


Huge overspend on IT with very little

benefit - & the taxpayer carrying the can.

IT overspend New government eager to look for big

cuts in state expenditure.

Credit crisis

Do everything (& more) but better

- and save over a billion a year.

Vision & clarity


1.

2.

3.

4.

Online strategy… Online governance…


A centralized site with excellent content &

services, wrapped a high quality UX.

1. Single site

Release more APls & adopt a new

technology incl. Open Standards.

2. Open data

3.

4.

Online governance… Online strategy…




1. Single site



2. Open data

A new team with absolute control of

everything web - including content & UX.

3. Central team

Top level support & a new CEO with authority

over all online services & spending.

4. Better leadership

Online governance… Online strategy…




1. Single site



2. Open data

A new team with absolute control of

everything web - including content & UX.

3. Central team

A new post with absolute authority over all

online services & power to direct spending.

4. Better leadership

Online strategy… Online governance…

Balance!


Government Digital Services (GDS) team

“Unequivocal owner of high quality user

experience between people and government &

the engine room of digital service provision”


Service Leader IT Dept



Service Provider Communcations

Marketing

PR



Service Provider Communcations

Marketing

PR

Service Leader 2.0 Central Digital Unit


“Accelerating Digital Transformation” Didier Bonnet (Cap Gemini)


GDS Team


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Activities

Resources

Scale


Size measures the management impact of

the production of web content/services.

Complexity measures the management

impact of technology, especially hosting.

Engagement measures the management

impact of traffic, comments & feedback.


1. Manpower

2. Skills

3. Roles & responsibilities

4. Teams & authority

People


Government Digital Services (GDS) team

• Drive online strategy & development.

• Set and enforce standards.

• Be a home for core skills & manpower.


Subsidiarity


2. Standards

3. Procedures

1. Policies

4. Documentation

Processes


“The real problem is systemic.”


Wa

terf

all

Ag

ile


Tools

1. Technology

2. Systems

3. Software


#1 Save labor #2 Collect data Web management tools… Web management tools …


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


1. Salaries

2. Software

3. Other, e.g. contractors

Budget


£300 million £1.2 billion

300 people

Operational savings Productivity savings

GDS team


If your strategy demands a large web presence, you need a large Governance system to support it.

Anything else is wishful thinking…


Governance issues lead to delays,

errors, uncertainty & poorer web quality.

Lower quality Uncertainty & poor tools leads to duplication,

inefficiency & lower productivity.

Higher costs

Errors & delays put government online at risk

… & the public (aka. voters!) are watching.

Risk to reputation

Low governance investment means And

And


Huge demands & no authority lead to

fractious relations & high staff turnover.

Dissatisfied staff Quality issues & outages mean users stop

interacting with you – leading to lower ROI.

Unhappy users

Poor governance leaves everything hanging by

a thread - & needs just 1 issue to bring it down.

Anxious managers

This leads to And

And


Staff with the right tools & guidance, will

produce consistently better content.

Better quality A web team with clear authority, can get

more done & a lower per-unit cost.

Better productivity

Clear roles, coherent teams & defined processes

reduces risk & the chances of embarrassing errors.

Certainty & stability

Balanced investment leads to And

And ultimately


$350k

$420k

$300k

$600k

100% 20%

Investment

Revenue

RoI

Web Store


“Do the stuff that matters - and make sure to get

digital capacity into the heart of government. “


“The 4 MegaTrends of Web Governance”


Email me at [email protected]

Arrange your FREE webinar at www.diffily.com


In conjunction with A presentation by

web governance for government websites

Government & Nonprofit