Governance As Matchmaker

Governance As Matchmaker

Who Are You?

Content Strategist?

Content Manager?

Product Manager?

Are You Here Because…

ü  you have the title, but not the authority to help make the right decisions?

ü  you’re tired of trying to resolve organizational problems department-by-department?

ü  it’s exhausting watching key decision-makers underestimate the true impact of digital on the overall business?

And Because…

ü  goals, policies and frameworks existed to help you achieve omnichannel success?

ü  admitted technological bandages won’t fix broader organizational issues?

 ü  everyone took responsibility for the quality

and integrity of the digital strategy?

ü  your organization valued digital & recognized the opportunity to create efficiencies, opportunities and increase revenue?

Wouldn’t It Be Great If…

Meet The Classic Matchmaker

ü  There is no such thing as instant gratification.

ü  The magic of the perfect match is comprised of just the right ingredients. And there are many of them.

ü  It’s never *just* about romance; there are a whole host of other considerations.

Matchmaking: Secrets Of Success

What the heck does this have to do with governance?

Is Governance The Matchmaker In Your Organization?

Let’s Define It…

“Web Governance refers to the way people make decisions about the organizational Web presence. It determines who gets to sit around the table when those decisions are made and who has final decision making authority when consensus cannot be had through discussion.”  ©Lisa  Welchman,  WelchmanPierpoint    

ü  Implement goals, policies and frameworks that will help you achieve success.

ü  Admit it: technological bandages won’t fix broader organizational issues.

 ü  Take responsibility for the quality and

integrity of your digital strategy.

ü  Recognize how your digital properties can create efficiencies, opportunities and increase revenue.

Governance As Matchmaker

Reactive vs. Proactive Drivers

ü  Reluctance to transition from traditional business model to new business paradigm.

ü  Decentralized silo’d departments attempt to solve problems without the consensus of the broader organization.

 ü  Compromise profile of project if delegated

to dep’t level (lack of expertise, off the side of desk)

Delegate Digital Responsibilities to Junior Resource(s)

ü  Lack of structure re: assigned roles, tasks, workflow

ü  Non-existent executive-level sponsorship (no seat at big kid’s table)

ü  Result: power struggles @ dep’t level; no alignment with overarching digital or organizational objectives

Technological Bandage Can’t Heal Organizational Wounds  

ü  Lack of understanding of the actual technological application and how it relates to real-world organizational issues.

ü  Technology can’t solve, and may in fact exacerbate, pre-existing resource allocation, task assignment and workflow issues.

Underestimate the Impact of Digital  

ü  Often reflects organizational reluctance to shift from a business-as-usual to a new business model.

ü  Need executive to give equal weight to digital and traditional organizational strategy.

 ü  Can’t afford to underfund, neglect this

aspect of business.  

What Are The Secrets Of Engagement?

Couples who spent a $1000 dollars or less on their wedding were not as likely to get divorced.

The more you spend on the ring, the higher the risk of divorce.

Longer marriages are characterized by high wedding attendance, honeymoon, relatively high income and having a child together.

For Omnichannel Success…

ü  Goals and policies need to be implemented to achieve success.

ü  Acknowledge technological bandages can’t fix broader organizational issues.

ü  Digital strategy needs to be embraced and empowered across the organization.

ü  Reinforce how digital creates efficiencies, opportunities and increases revenue.

In Conclusion…

ü  Completed my first Content Strategy in 1999 for Chapters Online (think Amazon.com, but in Canada)

What Exactly Do I Know About It?

ü  Direct and Indirect Clients include: Bank of Montreal, Pepsi, Medtronic, BBVA Compass, Pitney Bowes and ESPN.

 ü  Lead and mentor teams; evangelize about

Content Strategy (CS) and execute all shapes and forms of CS projects.

Governance As Matchmaker