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@morville    @lwelchman




Web Governance:
Where Strategy Meets Structure
I was inspired by a ginormous fungus




            http://wafflesatnoon.com/wp-content/uploads/2012/12/Mushroom3.jpg
range
                     a mind of its own

Your digital presence is like a ginormous fungus

                     opportunistic
 organic
The governance of a fungus
“A combination of good
genes and a stable
environment has
allowed this particularly
ginormous fungus to
continue its creeping
existence over the past
millennia.”
www.scientificamerican.com/article.cfm?id=strange-but-true-largest-organism-is-
fungus




                                           www.scientificamerican.com/article.cfm?id=strange-but-true-largest-organism-is-fungus
The governance of your web
Governing the Internet
Governing the Web
Governing your web
Every time we invent a new technology, some
level of governance eventually applies...


                       norms
                       regulation
                       standardization
Source: http://www.sln.org.uk/english/images/Storyteller%20in%20%20Harar.jpg
Web Governance: Where Strategy Meets Structure
Web Governance: Where Strategy Meets Structure
... --- ... | -- -.-- | .-- . -... | ... .. - . | .. ... | .- -... --- ..- - | - --- | ..-. .- .. .-..
“…the Department of Commerce became worried that too many stations --
especially amateur and experimental -- were making broadcasts intended for the
general public, and, effective December 1, 1921, adopted regulations which
restricted public broadcasting to stations which met the standards of a newly
created broadcast service classification.”


US Early Radio History
– Thomas H. White
Western Union
internal memo,
1876
"This 'telephone' has too

many shortcomings to be

seriously considered as a

means of communication. 

The device is inherently of

no value to us.”
Film - 1915
The New York Times, from an interview with D. W. Griffith

“The time will come, and in less than 10 years, when the
children in the public schools will be taught practically
everything by moving pictures…Imagine a public library of
the near future, for instance. There will be long rows of
boxes of pillars, properly classified and indexed, of
course. At each box a push button and before each box a
seat.”




                         http://en.wikipedia.org/wiki/File:Muybridge_race_horse_animated.gif
mother nature likes to govern too
governance helps sustain things over time
when things deviate from governing norms, at a certain
          point, unusual things will happen
sometimes it’s sort of fun
sometimes not
sometimes annoying
Governing paradigms change over time.
We get to control them. We get to make them up.
ARPANET
What are we
going to do with
our possibility?

How are you
going to
govern?



               http://upload.wikimedia.org/wikipedia/commons/d/d2/Internet_map_1024.jpg
Web Governance: Where Strategy Meets Structure
A job you like
World peace

     Governance = Sustenance


     Better outcomes for your business
Sometimes governance is so bad you can’t do anything
that makes any sense.
this is stasis – otherwise known as “hitting the wall”
everyone doing their own thing
unknown number of domains/websites
countless applications
un-moderated/unknown social accounts
not enough web budget
unknown web budget
stress
anger
ineffectiveness
waste
A definition



  Enterprise web governance ensures the
  proper stewardship of an organizational
  web presence.
Stewardship not ownership


 Ownership makes little sense in the context of
 the Internet, WWW, and enterprise digital
 efforts. The enterprise digital presence exists
 and those who work in the organization are its
 stewards.
Why things are hard


                You are
                here
Different places for different channels




            social might be here


mobile might be here               websites might be here
Governance facilitates effective, sustained
collaboration & growth by providing a framework
for execution.
Governance framework components
The strategy



               principles
               funding
               desired outcomes
Policy
Accessibility
 Standards                                Page Titles
                                          Metadata
                                          Headings
                                          Links
                                          Social Media
Stakeholder            Input   Decision   Information Security
                                          Content and Copywriting
Communications          X
                                          Intellectual Property Protection
Office of the CIO       X         X
User Experience         X         X       Browser Compatibility
Line of Business        X                 Domains
Library                 X                 Vanity Domains
Content Contributors    X                 Search Engine Optimization
                                          Web Records Management
                                          Copyright Notice
                                          Use of Third-Party Content
                                          Posting Photographs of People
                                          Use and Display of Brand
                                          404 Error Message
                                          Editing and Proofing for the Web
The team
Lisa Welchman
@lwelchman
www.welchmanpierpoint.com

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Web Governance: Where Strategy Meets Structure

  • 1. @morville @lwelchman Web Governance: Where Strategy Meets Structure
  • 2. I was inspired by a ginormous fungus http://wafflesatnoon.com/wp-content/uploads/2012/12/Mushroom3.jpg
  • 3. range a mind of its own Your digital presence is like a ginormous fungus opportunistic organic
  • 4. The governance of a fungus “A combination of good genes and a stable environment has allowed this particularly ginormous fungus to continue its creeping existence over the past millennia.” www.scientificamerican.com/article.cfm?id=strange-but-true-largest-organism-is- fungus www.scientificamerican.com/article.cfm?id=strange-but-true-largest-organism-is-fungus
  • 5. The governance of your web
  • 9. Every time we invent a new technology, some level of governance eventually applies... norms regulation standardization
  • 13. ... --- ... | -- -.-- | .-- . -... | ... .. - . | .. ... | .- -... --- ..- - | - --- | ..-. .- .. .-..
  • 14. “…the Department of Commerce became worried that too many stations -- especially amateur and experimental -- were making broadcasts intended for the general public, and, effective December 1, 1921, adopted regulations which restricted public broadcasting to stations which met the standards of a newly created broadcast service classification.” US Early Radio History – Thomas H. White
  • 15. Western Union internal memo, 1876 "This 'telephone' has too many shortcomings to be seriously considered as a means of communication.  The device is inherently of no value to us.”
  • 16. Film - 1915 The New York Times, from an interview with D. W. Griffith “The time will come, and in less than 10 years, when the children in the public schools will be taught practically everything by moving pictures…Imagine a public library of the near future, for instance. There will be long rows of boxes of pillars, properly classified and indexed, of course. At each box a push button and before each box a seat.” http://en.wikipedia.org/wiki/File:Muybridge_race_horse_animated.gif
  • 17. mother nature likes to govern too
  • 18. governance helps sustain things over time
  • 19. when things deviate from governing norms, at a certain point, unusual things will happen
  • 23. Governing paradigms change over time. We get to control them. We get to make them up.
  • 24. ARPANET What are we going to do with our possibility? How are you going to govern? http://upload.wikimedia.org/wikipedia/commons/d/d2/Internet_map_1024.jpg
  • 26. A job you like World peace Governance = Sustenance Better outcomes for your business
  • 27. Sometimes governance is so bad you can’t do anything that makes any sense.
  • 28. this is stasis – otherwise known as “hitting the wall”
  • 29. everyone doing their own thing unknown number of domains/websites countless applications un-moderated/unknown social accounts not enough web budget unknown web budget stress anger ineffectiveness waste
  • 30. A definition Enterprise web governance ensures the proper stewardship of an organizational web presence.
  • 31. Stewardship not ownership Ownership makes little sense in the context of the Internet, WWW, and enterprise digital efforts. The enterprise digital presence exists and those who work in the organization are its stewards.
  • 32. Why things are hard You are here
  • 33. Different places for different channels social might be here mobile might be here websites might be here
  • 34. Governance facilitates effective, sustained collaboration & growth by providing a framework for execution.
  • 36. The strategy principles funding desired outcomes
  • 38. Accessibility Standards Page Titles Metadata Headings Links Social Media Stakeholder Input Decision Information Security Content and Copywriting Communications X Intellectual Property Protection Office of the CIO X X User Experience X X Browser Compatibility Line of Business X Domains Library X Vanity Domains Content Contributors X Search Engine Optimization Web Records Management Copyright Notice Use of Third-Party Content Posting Photographs of People Use and Display of Brand 404 Error Message Editing and Proofing for the Web

Notes de l'éditeur

  1. 2300 acres fungus in Oregon from 2007 – 4 square miles
  2. SOS MY WEB SITE IS ABOUT TO FAIL
  3. Regulation and standardization
  4. Doubt and Fear
  5. Hope and expectation