Managing Chaos

Lisa Welchman

ChaosWhy?

When the present determines the future, but the approximate present does not approximately determine the future.

Edward Lorenz (1917 – 2008)

Little things can make a big difference.

“The Butterfly Effect”

If you are not intentional about the controllable events that impact your digital presence, then you will get something that appears to be chaotic and not of your liking---but is actually of your own doing.

We made this mess.

Launch

Organic Growth

Chaos

Basic

Management

Responsive

How it happens

countless decisions

WYSIWYGMarketing in charge

IT in charge

country sites

mobile

e-commerce

pay wallframes

HTML 5

social

XML

no standards

the fix

Chaos

Basic

Management

Governance

is a framework

Governance

is clarity

A framework which effectively distributes decision-making authority for strategy, policy, standards throughout your digital team.

Extended

Committees

Distributed

Core

This is your team

Strategy

Standards

Policy

Governance

Who articulates an organization’s approach to leveraging the capabilities of the Internet and the World Wide Web?

Digital Strategy

establishing goals

Who specifies what your organization must and must not do online?

Digital Policy

risk mitigation

Who determines the exact nature of your digital presence?

Digital Standards

maximizing quality

So, that’s it

•Step one: define your web team

•Step two: establish who is responsible for strategy

•Step three: establish who is responsible for policy

•Step four: establish who is responsible for standards

But, then

Alignment

Building community

Implementing standards

Finding advocacy

Questions?

Lisa Welchman@lwelchmaninfo@activestandards.com

Get notified when “Managing Chaos: Digital Governance by Design” is released.

rosenfeldmedia.com/books/managing-chaos/

Maximize website effectiveness and user experience

Manage reputational and legal risk

Optimize SEO and marketing activities

Protect brand and increase conversions

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