Intranet Governance: How to Run an Intranet

Intranet Governance:

How to Run an Intranet

Strictly Confidential © 2009 Prescient Digital Media Not For Distribution

Toby Ward, Prescient Digital Media

How to Run an Intranet

Toby Ward

� CEO, Chief Blogger, Prescient Digital Media

� We build highly effective websites & intranets

Clients include:


Strictly Confidential © 2009 Prescient Digital Media Not For Distribution33+

Agenda

� Defining governance & ownership

� The four models of governance

� Sample models


Sample models

� Case study example

� Standards & policies

� Recommendations

� Free Consulting / Open Q&A

Think about…

� Do you have real intranet authority? Do the owners?

� Do groups / units / divisions do what they want or threaten to?


Governance

Defines the ownership and management model.

� Management team

� Roles & responsibilities

� Decision making process

Policies & standards


� Policies & standards

Typical website & intranet

� No senior champion

� Middle managers in communications and IT

� Limited budget and power

� No plan or vision

Silos & sprawl lead to user frustration & waste


� Silos & sprawl lead to user frustration & waste

� Conflict ensues

� Stalls – often for years

C-level Power

� The most successful intranets have c-level champions

� The greatest barrier to success is politics


Cisco Employee Connection 2004


The champion

� C-level executive

� The champion should have power and influence

� Understand the value of the website & the potential

� Needs to be involved, but not on a day-to-day


� Only attend an occasional meeting

Walk the walk

� Change their mindset – talk their talk

� Sell it: show ‘em the money


Talk the talk

� What does your organization value?

� Success is more than dollars

� Customer/employee satisfaction

� User productivity

Awareness / Message retention


� Awareness / Message retention

� ROI is more than just hard cost savings

� Productivity benefits

� Time to market

Nexus of Web Success


Governance planning process

� Input questions into the strategy survey

� Create model based on best client fit

� Tailor as necessary with client before workshop

� Workshop is 2 – 3 hours


� Introduce the concept

� Show examples

� Show the recommended structure


The whole business

� The website is not just a tool – it’s the whole business

� Silos kill – no group can operate in isolation

� Employees demand consistency

� Consistent message


� Consistent navigation

� Consistent interface

Governance Models

� Decentralized (most common in larger orgs.)

� No single owner

� Driven by policies and guidelines

� Organic growth, sometime leading to site sprawl

Centralized (more common in small orgs.)


� Centralized (more common in small orgs.)

� Single owner (usually department)

� Bureaucratic

� Highly controlled

Governance Models

� Collaborative / Federated

� Executive champion

� Steering Committee / Council

� Decentralized content ownership; centralized platform

� Centralized Hybrid


� Centralized Hybrid

� Single owner (usually department)

� Bureaucratic

� Highly controlled

Healthcare – Collaborative Governance

CEO

Communications

Committee

Development

Committee

Finance

Hospital

TBD

• Planned Giving

• Annual Fundraising

• Major Giving

• Operations

Hospital

Communications

Internet Council

(Internal & External Participation)


Editor-in-Chief

(Director of Communications)

Editorial Committee

(Content Owners)

Finance • Operations

Technical

• Depts

Content Authors

• Depts

Financial Services – Centralized Hybrid

AVP, HRAVP, HRAVP, HRAVP, HR

Senior Executive SponsorsSenior Executive SponsorsSenior Executive SponsorsSenior Executive SponsorsSenior Executive SponsorsSenior Executive SponsorsSenior Executive SponsorsSenior Executive Sponsors

Portal LeadPortal LeadPortal LeadPortal LeadPortal LeadPortal LeadPortal LeadPortal Lead

CIOCIOCIOCIO

SVP Human ResourcesSVP Human ResourcesSVP Human ResourcesSVP Human Resources

Dir. of eDir. of eDir. of eDir. of e----BusinessBusinessBusinessBusiness

AVP HR VP CommunicationsHR Coordinator Director E-BusinessOutside Consultant HR Communications Information Technology US Communications

Development & Support Team(s)Development & Support Team(s)Development & Support Team(s)Development & Support Team(s)Development & Support Team(s)Development & Support Team(s)Development & Support Team(s)Development & Support Team(s)

Portal Steering TeamPortal Steering TeamPortal Steering TeamPortal Steering TeamPortal Steering TeamPortal Steering TeamPortal Steering TeamPortal Steering Team


Dir. of eDir. of eDir. of eDir. of e----BusinessBusinessBusinessBusinessInformation Technology US CommunicationsUS Human Resources

Operations, Development,Operations, Development,Operations, Development,Operations, Development,

IT Support TeamIT Support TeamIT Support TeamIT Support Team

EditorEditorEditorEditor

Content GroupContent GroupContent GroupContent GroupContent GroupContent GroupContent GroupContent Group

Senior Editorial TeamSenior Editorial TeamSenior Editorial TeamSenior Editorial Team

Cross Company Content/Author GroupCross Company Content/Author GroupCross Company Content/Author GroupCross Company Content/Author Group


Editor-In-Chief

Intranet Council

Co-Champions

CIO & VP

Corporate

Advisory Group

Human Resources

Collaborative Governance Model


Editor-In-Chief

Editorial Committee

Corporate Communications

Human Resources

Financial Svcs – Centralized Hybrid


Case Study: Collaborative



PNC Bank Intranet – Collaborative Model


Case Study: Centralized Hybrid


Centralized Hybrid

Editor in ChiefIntranet Advisory

Council

Intranet OwnerIS&T Support

Senior Leadership Champion

Steering Committee


Content Contributors

Government Services

DiversityHealthcare Services/Laundry

Finance

EducationMarket

CorporateServices

Key Geographies

Content Area Owners

HR

Supply Management

Marketing

Law

IS&T

Sample structure – Centralized Hybrid

� Champion: Chief Operating Officer

� Owner: SVP, Internal Communications

� Steering Committee: Representation from:

� IS&T, HR, Internal Communications, Europe, USA, UK

� Steering Committee members must be representative of the global organization


global organization

� Editor-in-Chief: Internal Communications

� A “people-centered” approach to design & Info Arch

� Similar structures set up for each geography

Day-to-day Management

� Home page, corporate content and news owned by Editor-In-

Chief

� Training of the content owners done by IS&T

� Content owners adhere to standardization policy and ensure

their content is:


� Up to date

� Written in web format

� Appropriate for their target audience

� Evolving to meet the growth and needs of the organization

Champion(s)

� Champion will participate in:

� Supporting owner and committee

� Representing intranet to senior executive

� Source of funding

Trouble-shooting and conflict resolution


� Trouble-shooting and conflict resolution

Owner

� The Owner will:

� Maintain the intranet vision & mandate

� Manage policy development

� Approve project prioritization

� Monitor performance against objectives


� Monitor performance against objectives

� Allocate resources and budgets

� Ensure that the objectives of the intranet remain in line with

business requirements

� Ensure that agreed policies and good practice guidance are met

Editor In Chief

� Communications individual, to manage day-to-day operations,

content process and policies

� Responsible for home page & core content

� Participates on intranet Steering Committee

� Enforcing Editorial Policy, Standardization Policy, Taxonomy


� Enforcing Editorial Policy, Standardization Policy, Taxonomy

� Serves as final review and approval on all new sections or sites

� Leads Intranet Advisory Group, drawing from all content

contributors and chaired by Editor

Intranet Steering Committee

� Chaired by Intranet Owner or Champion include divisional communicator’s and President’s Committee reps

� Management participants from across the business

� Bring insight from the global organization

� Discusses policy, evolution of site and drives future enhancements


� Provides input, reviews and signs off on:

� Intranet plans (e.g. Blueprint, Training Plan, etc.)

� Policies (e.g. Intranet Standardization Policy)

� Troubleshooting

Owners, Authors, Contributors

� Site owners, authors must be documented, trained and versed in

the respective policies

� Key owners and authors could participate in the Advisory Group

� All site owners and authors to “sign-off” on editorial policy


� Recommended: all site owners and authors take a “Writing for the

Web” course

� Editor in Chief has final review on all new sites or site sections

Site owner – owner or manager of site or section

Author – writes the content on a site or section

Contributor – provides the idea or suggestion for content

Intranet Advisory Council

� Intranet Advisory Council (IAC), using volunteers from focus

groups, to meet quarterly and offer advice and opinions on

direction and evolution, led by Editor in Chief

� Employee representation to be a cross-representation of

employees (not stakeholders), and possibly an outside expert

Representation from Divisions and Corporate


� Representation from Divisions and Corporate

� Meetings to be conducted quarterly, with a focus on:

� developing and driving content

� navigation/usability testing

IS&T Support Team

� Install, support and maintain new CMS / portal / platform & infrastructure including analytics reporting

� Work with vendors to provide support with respect to hardware/software requirements

� Report to Owner and Intranet Steering Committee any limitations or enhancements available to the new intranet


enhancements available to the new intranet

� Make recommendations and provide immediate feedback to future intranet enhancements

� Implement and maintain applications

Policies & Standards


Standards & Policies

• Explicitly defined and documented standards & polices are a

CRITICAL NECESSITY to...

o create a uniform user experience

o protect and secure information and intellectual property

o contain sprawl and reduce associated costs


o contain sprawl and reduce associated costs

o ensure accuracy and consistency of content

Policies

� Editorial policy defining:

� Content types: front-page news vs. static content

� How content is developed, formatted, presented

� Limitations on technical and graphic elements

� Roles and responsibilities of publishers, editor etc.


� Roles and responsibilities of publishers, editor etc.

� Standardization Policy

� Compliance details for platform, templates and style guide

� Email Usage Guidelines & Policy

Taxonomy

� Editor-in-Chief to implement a complete corporate taxonomy

guided by business and function need for:

� storing, cataloguing and ‘tagging’ content

� A taxonomy ‘rule book’ in tandem with a new Content Management


System will ensure effective meta tagging and content

categorization by all publishers

Standards


Standards


Policies


Government of Western Australia










Consensus is key

� Make sure supporters & dissidents have a voice & know the model


Think about…

� Do you have real intranet authority? Do the owners?

� Do groups / units / divisions do what they want or threaten to?


Your homework

� Create “About this site”

� The owner

� Roles & responsibilities

� Standards

Strictly Confidential © 2009 Prescient Digital Media Not For Distribution5252+

Reading

� IntranetBlog.com

� Intranet 2.0: Social Media Becomes Mainstream

� www.PrescientDigital.com

Consulting Help

� Governance Workshop

www.PrescientDigital.com


� www.PrescientDigital.com


www.Prescie

ntDigital.com

Free consulting / Q&A

Toby Ward, President, Prescient Digital Media

[email protected]


www. IntranetBlog.com

www.Twitter.com/TobyWard

56

www.Twitter.com/Intranet2

www.Facebook.com (search “Intranet Global Forum”)

416.986.2226

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Intranet Governance: How to Run an Intranet

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