The document discusses enabling intelligent content through digital governance. It advocates establishing governance to clarify decision-making authority for strategy, policy, and standards. The key aspects of governance include organizing your team, understanding who establishes the digital vision and enables its achievement, who decides online behavior guidelines, and who determines the nature of digital assets. Governance provides a standards-based foundation for meaningful collaboration and improvisation.

1. Enabling Intelligent Content
with Digital Governance
Lisa Welchman
Digital Governance Solutions, ActiveStandards
@lwelchman
@lwelchman• #intelcontent

2. http://techonomy.typepad.com/blog/2010/08/david-christians-techonomy-talk-how-collective-learning-made-us-different.html
“I call our remarkable capacity for sharing
information “collective learning.” While
other intelligent species, such as chimps,
learn for the most part as individuals, so
that most of what they learn dies with
them, we learn collectively, so that what
we learn is preserved in the community
and can accumulate from generation to
generation.”
– David Christian
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3. LET’S KILL THE DYCHOTOMIES
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4. Folksonomy
Taxonomy
Nature
NurtureWilderness
Garden
Hierarchical
Left BrainRight Brain
Object-oriented
Content Structure
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5. Symbiotic Development
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5
When it comes to digital information, the fight between
form and function is false. There’s knowledge and the
mechanisms needed to share knowledge.
This is a necessary relationship.

6. “You don’t stabilize the individual. You stabilize
the template, the thing that carries the
information. And, you allow the template to
copy itself…”
- David Christian

7. And, once you have a standards-based
foundation, you can improvise.
The standards point to governance and the
improvisation is meaningful collaboration.
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8. GOVERNANCE BY DESIGN
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9. @lwelchman• #intelcontent
9
Launch
Organic
Growth
Chaos
Basic
Management
Responsive
You should
think about
governance
here


10. Chaos
Basic
Management
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11. Governance
clarifying decision-making authority for strategy,
policy, and standards throughout your team.
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12. 1. Organize your team
2. Understand who is supposed to
establish the digital vision and enable
the organization to achieve that vision
3. Determine who decides the must do’s
and must not do’s for online behavior
4. Establish who decides the nature of the
things you make for your digital
presence
4
Steps
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13. Your team is the full set of
resources required to keep
your digital presence
functioning for your
organization
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14. • Responsible for the
conceptualization and integrity
of the full online experience
• Standards
• Policy
• Infrastructure & publishing
technologies
• Measurement
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Core Team

15. • Ensures the quality of a particular
aspects of the digital presence
• Develops and maintains content,
applications, or data to support the
digital presence
• Provides input for the development
of digital standards
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Distributed
Team

16. • Strategic and tactical
horizontal collaboration
• Community building
• Sense-making
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Working
Groups
&
Committees

17. • External development and
production expertise resources
(vendor support)
• Support the digital team as
needed
• Ranges from overflow production
support to complete outsourcing
of digital operations
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Extended
Team

18. Who articulates your organization’s high-level
business case and expectations for developing your
online presence?
Strategy
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19. Strategy
Leadership Focus
• Executives
• Organizational Units
• Human Resources
Digital Focus
• User Experience
• Senior Digital Experts
• Content
• Technology
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20. Who specifies what your organization must
and must not do online?
Policy
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21. Policy Range
Branding
Copyright
Linking
Social Media
Intellectual Property
Language & Localization
Accessibility
Web Records Management
Domain Names
Information Management
Data
Privacy
Security
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22. Who determines the exact nature of your digital
portfolio?
Standards
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23. •Tools
•Protocols
•Information
Access
•Hosting
•Security
•Software
•Hardware
•Branding
•Content
•Language
•Typography &
Color
•Images
•Templates
Design Editorial
Publishing &
Development
Network &
Infrastructure
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24. @lwelchman@lwelchman• #intelcontent

25. Your%Organization Core Dispersed%Core Distributed Ad%Hoc Extended
Scope:%%What%are%you%governing?
Digital%Governance%Sponsorship%and%Advocacy!!!!!!!!!!!!!!!!!!!!!!
DIGITAL%STRATEGY
Digital!Strategy!Definition
DIGITAL%POLICY
Policy!Stewardship
Policy!Authoring
DIGITAL%STANDARDS
Standards!Stewardship
Design!Standards!Definition
Editorial!Standards!Definition
Publishing!&!Development!Standards!Definition
Network!&!Infrastructure!Standards!Definition
In the end
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26. • @lwelchman
• Book at: digitalgovernance.com
• www.activestandards.com
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