Roles & Responsibilities on a Web Team

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Roles & responsibilities
on a web team
In conjunction withA presentation by
with Shane Diffily

Shane Diffily
www.diffily.com

Shane Diffily
@diffily

That’s easy, right!?

Role = “Web Guy”

Promotion
Social
Networks
Strategy
Planning
ContentDesign
Build
Hosting
Performance
Review
PublishingFeedback
Technical
monitoring
QA
Data &
security mgt
Change control
Governance
policies
KPIs
Architecture
mgt
Testing
Approve
activity
Systems
KPIs
Budget
Roles
Tools
Procedures
Documentation
Skills
Manpower
Technology
Performance
monitoring
Responsibilities = The whole caboodle!

Volume of activity
Complexityofactivity

Volume of activity
Complexityofactivity Peak Geek
The last point at which 1 person can
handle the totality of web management

Good fences = good neighbors
(Not stepping on each others’ toes)

“I don’t know how to do that!” Clear roles
& responsibilities highlight skills gaps.
Skills planning
“I’d love to but not enough hours in the day.”
Accurate workloads expose staffing gaps.
Manpower planning
Accurate Roles & Responsibilities also help with…

Promotion
Social
Networks
Strategy
Planning
ContentDesign
Build
Hosting
Performance
Review
PublishingFeedback
Technical
monitoring
QA
Data &
security mgt
Change control
Governance
policies
KPIs
Architecture
mgt
Testing
Approve
activity
Systems
KPIs
Budget
Roles
Tools
Procedures
Documentation
Skills
Manpower
Technology
Performance
monitoring

Promotion
Social
Networks
Strategy
Planning
ContentDesign
Build
Hosting
Performance
Review
PublishingFeedback
Technical
monitoring
QA
Data &
security mgt
Change control
Governance
policies
KPIs
Architecture
mgt
Testing
Approve
activity
Systems
KPIs
Budget
Roles
Tools
Procedures
Documentation
Skills
Manpower
Technology
Performance
monitoring
New Framework of
Web Governance

Activities of Governance
Resources of Governance

Activities of Governance
(composed of 22 subtasks)
Resources of Governance
(composed of 14 subelements)

Promotion
Social
Networks
ContentDesign
Build
Hosting
Performance
Review
PublishingFeedback
Technical
monitoring
QA
Data &
security mgt
KPIs
Testing
Systems
Teams
Budget
Roles
Tools
Procedures
Documentation
Skills
Manpower
Technology
Planning Change control
Architecture
mgt
Set strategy & KPIs
Set policy & standards
Acquire resource & budget
Police online activity
The subtasks of Leadership
Formoredetail,gotodiffily.com/downloads

Promotion
Social
Networks
Hosting
Performance
PublishingFeedback
Technical
monitoring
QA
Data &
security mgt
KPIs
Testing
Systems
Teams
Budget
Roles
Tools
Procedures
Documentation
Skills
Manpower
Technology
Architecture
mgt
Change control
Planning
Content
Design
Build
Testing
Hosting
Review
Publicity
The subtasks of Development

Hosting
Technical
monitoring
Data &
security mgt
Testing
Systems
Teams
Budget
Roles
Tools
Procedures
Documentation
Skills
Manpower
Technology
Architecture
mgt
Publishing
Quality assurance
Engagement monitoring
Performance monitoring
Infrastructure monitoring
Change control
The subtasks of Maintenance

Promotion
Testing
Systems
Teams
Budget
Roles
Tools
Procedures
Documentation
Skills
Manpower
Technology
Architecture selection
Architecture management
Performance management
Data & security management
The subtasks of Infrastructure

Promotion
Testing
Systems
Budget
Roles
Tools
Procedures
Documentation
Technology
Manpower & skills
Roles, responsibilities & teams
Leadership & control
The subelements of People

Systems
Budget
Tools
Technology
Testing
Roles
Standards
Procedures
Policies
Documentation
The subelements of Processes

Budget
Testing
Roles
Technology
Systems
Software
The subelements of Tools

Salaries
Software
Other, e.g. contractors
The subelements of Budget

Website Scale
(composed of 3 elements)

A Role is the key skill or activity for
which a staff member is taken on.

Responsibilities are a description of the
outcomes expected of that person.

As Scale grows, a Role tends to stay broadly the same…
Developer

Testing
Promotion
Social
Networks
Strategy
Planning
ContentQA
Security
Hosting
Performance
Review
DesignFeedback
Technical
monitoring
QA
Data mgt
Change control
Governance
policies
KPIs
Architecture
mgt
Coding
Approve
activity
Systems
Content
Procedures
Documentation
Manpower
Technology
Performance
monitoring
But, Responsibilities become more & more focussed.
Developer

Testing
Promotion
Social
Networks
Strategy
ContentQA
Security
Performance
Review
DesignFeedback
Technical
monitoring
QA
Data mgt
Change control
Governance
policies
KPIs
Architecture
mgt
Coding
Approve
activity
Documentation
Manpower
Technology
Performance
monitoring
Developer

Testing
Promotion
Social
Networks
Strategy
QA
Security
Performance
Feedback
Technical
monitoring
QA
Change control
Governance
policies
Coding
Technology
Performance
monitoring
Developer

Testing
Social
Networks
Security Coding
Developer

Roles become grouped into clusters...

Extremely sensitive documents, so best get them right…

A 1 or 2 line description of the primary
skill or activity for which it is intended.
Clear role description
Encompassing both strategic (long-term) and
tactical (day-to-day) activities & tasks.
List of responsibilities
The primary expertize & specialisms expected of
a person in this role.
Catalogue of skills
A good description should include…

Some examples of Role & Responsibilities may include…

“The role of Content Editor is to ensure the
planning, delivery & maintenance of high
quality, accurate & up-to-date content.”
Role
• To develop an annual content strategy.
• To co-ordinate Content Producers.
• To expedite day-to-day editing/approval.
Responsibilities
“Expertize in the following disciplines:
Content Strategy, Content Marketing,
SEO, Social Media Marketing, mobile…”
Skills
For example, Content Editor…

“The role of Designer is to ensure the
delivery & maintenance of usable, elegant &
visually compelling online experience”
Role
• To define online design & usability standards.
• To direct design activity in support of goals.
Responsibilities
Visual & interaction design, usability heuristics,
user experience testing, etc.”
Skills
For example, Designer…

“The role of Developer is to deliver & maintain
online code & markup in accordance with
agreed standards.”
Role
• To define code & development standards.
• To direct coding activity in support of goals.
Responsibilities
Markup, serverside scripting, client side
scripting, web architecture, web testing, etc”
Skills
For example, Developer…

Leadership Roles - often overlooked - need clear definition too…

“The SMT directs/approves online strategy,
monitors high-level adherence to business
goals and provides resource.”
Role
• Promulgate online strategy & goals.
• Ensure provision of necessary resources.
• Monitor strategy & redirect as necessary.
Responsibilities
An awareness of how the web channel can
usefully fulfil high level organisational goals.
(Read my article at www.diffily.com/articles)
Skills
Senior Management Team…

“The WSG expedites online strategy by co-
ordinating development among all
stakeholders & reports progress to SMT.”
Role
• Approve priorities & policies at high level.
• Monitor activity via KPIs.
• Act as Court of Last Resort for disputes.
Responsibilities
An awareness of how to use web to fulfil online
goals, how to make most of limited web budget.
Skills
Web Steering Group…

“The role of the Senior Executive to remove
barriers to online goals by creating
environment for stable web governance.
Role
• To represent web interests in organization.
• Monitor web team performance & systems.
• To lead & arbitrate decision making at WSG.
Responsibilities
“An awareness of web strategy & budgeting,
arbitration of competing interests, etc.”
Skills
Senior Executive…

“The role of Web Manager is to steer,
supervise & control the activity of the web
team in support of online goals.
Role
• To direct & control operational activity.
• To monitor the needs of online audiences.
• To report progress on delivery of priorities.
Responsibilities
“Expertize in the core activities of web governance,
analytics, user engagement, people management,
agile, budgeting, etc.”
Skills
Web Manager…

Digital?MarketingIT
Who should “own” web?

Older silo based operations centred on
organizational units are coming under
increasing pressure to change.
Didier Bonnet, Cap Gemini

Subsidiarity

UK Government GDS Team

What about Roles & Responsibilities NOT on your Web Team?

A Service Level Agreement is suitable
for external suppliers.
SLA
An Operational Level Agreement is suitable
for internal suppliers.
OLA
For “suppliers” you can use contracts…
• “You will provide 1 guaranteed man-
day per week for design support.”
• “Design requests will be accompanied
by agreed use-case documentation.”
• “We will agree a monthly roadmap with IT
& not deviate from it without penalty.”
• “IT will respond to requests within 4-6
hours, excluding urgent exceptions.”

Exception management…

Many ordinary staff also support online – especially for content…
Decentralized ModelCentralized Model

Quality versus Volume.

To change thinking quality content is of
great importance, e.g. “Vote for me”.
Undermine persuasion?
To prompt an action often requires
considerable content A/B testing.
Undermine revenue?
To create trust requires high quality, error free
content over a long period.
Undermine reputation?
How much could bad content hurt you online…

Get everyone to agree to a minimum set
of rules upfront – or no deal!
Sign a charter
A last-chance to fix things before the
‘Feds’ take over your content.
Have a “sin bin”
Cheerlead for the best – name & shame the
worst – visits, shares, comments, errors, etc.
Publish stats
Some stick. Some carrot.

We have the technology!
Read more in my article “The New Analytics of Web Governance” at www.diffily.com

Give people the chance to understand
what you want of them & how to do it.
Provide training
Don’t hide away. Help them to help you get
the quality you want.
Provide time
A website manual, a style guide, a QA checker,
analytics & more.
Provide tools
Some stick. Some carrot.

How many people for
each role on your web team?

What does science say?
“200-500 pages per-person-per-year”
Content calculator & Gerry McGovern
Math
What does your spidey-sense say?
“We process millions of complex financial
transactions - but need little content … hmmm!”
Magic
Can be hard to predict…
Download at www.diffily.com/downloads

• 2m+ visitors pm & heavy engagement.
• Huge amounts of very varied content.
• Highly transactional technology.
Large scale = 15+ FTE
• 0.5-1.5m+ visitors pm & mid engagement.
• Lots of varied content.
• Complex technology.
Mid scale = 5-10 FTE
• 0-0.5m+ visitors pm & low engagement.
• Low volumes content.
• Relatively simple set-up.
Small scale = 1-2 FTE
Manpower in (approximate!) Full Time Equivalents (FTE)…

As you grow in scale, Roles
& Responsibilities need to keep pace!

Greater volumes & complexity needs more
people & well defined roles.
Change in scale
New goals can shake-up the mix of staff
needed & thus Roles & Responsibilities.
Change in strategy
Management may decide to reorganize how
things are done – & this is happening a lot now.
Change in leadership
Key reasons for changing Roles & Responsibilities…

We are in a period of heightened tension as
the legacy of inattention is finally addressed

People. Approach with care.

Greater demands means lower quality as
there is not enough time to do everything.
Overloading
Lack of planning for holidays or sickness
creates risk & puts more pressure on staff.
Lack of redundancy
If your ambition is to double engagement in 1
year, you need to plan for a team that can cope.
Myopia & inflexibility
3 mistakes in assigning Roles & Responsibilities…

Rational Response: Some people may
resist change simply because outcomes are
not made clear.
“Protect my job!”
Political Response: Some people may
resist change if it could undermine their
influence or privileges.
“Protect my status!”
Emotional Response: Some people may resist
change if it is done in a cavalier manner without
appropriate framing.
“Protect my dignity!”
How staff may respond to Role changes…

This works well if done continuously, but is
rarely a point solution for urgent change.
Retraining
Loss may be compensated by an increase in
localized authority, grade changes or pay.
Incentivization
Professional change management can help
alleviate all but the most deeply felt grievances.
Listening & empathy
Change management options…

Go placidly amid the noise & haste of your web team,
And remember what peace there may be in keeping silent.
As far as possible without surrender
Be on good terms with your Designers & Developers.
Speak your requirements quietly and clearly;
And listen to others,
Even dull Techies & Senior Managers;
They too have their story.
Desiderata … for Webmasters :)
More at www.diffily.com/articles/desiderata.htm

Thanks for watching!

Email me at shane@diffily.com
Arrange your FREE webinar at www.diffily.com

In conjunction withA presentation by

Roles & Responsibilities on a Web Team

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