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Keynote: Us or Them? Who Wins the Customer Experience Tug of War with Lisa Welchman
The document discusses the importance of standards in enabling scalable collaboration and innovation in digital environments, countering the belief that standardization stifles creativity. It outlines a governance framework for digital teams, including organizing team roles and establishing policies to guide digital presence and strategy. Ultimately, the document emphasizes that freedom of expression thrives within a standards-based framework, fostering collective learning and development.
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Keynote: Us or Them? Who Wins the Customer Experience Tug of War with Lisa Welchman
- 1. Us or Them? WhoWins the Customer Experience Tug of War? Lisa Welchman @lwelchman
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- 3. the answer toscalable collaboration is standards.
- 4. many people believethat if they work within a standards- based framework, they will be unable to invent or innovate.
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- 9. moveable type a revolvingtypecase for wooden type in China, from Wang Zhen's book published in 1313
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- 18. all of thesething operate over a standards-based framework. that’s what made them revolutionary, disruptive, and powerful.
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- 20. the Internet andWeb impact all that has come before and enables things to happen that we’ve never dreamed of
- 21. if we tryto grow without standards, we are likely to make a mess
- 22. we’ve absorbed thesetypes of disruptions before.
- 23. Western Union internal memo, 1876 "This'telephone' has too many shortcomings to be seriously considered as a means of communication. The device is inherently of no value to us.”
- 24. “…the Department ofCommerce became worried that too many stations -- especially amateur and experimental -- were making broadcasts intended for the general public, and, effective December 1, 1921, adopted regulations which restricted public broadcasting to stations which met the standards of a newly created broadcast service classification.” US Early Radio History – Thomas H. White
- 25. “The time willcome, and in less than 10 years, when the children in the public schools will be taught practically everything by moving pictures…Imagine a public library of the near future, for instance. There will be long rows of boxes of pillars, properly classified and indexed, of course. At each box a push button and before each box a seat.” The New York Times, from an interview with D. W. Griffith - 1915
- 26. standardization and regulationis the norm. the question is when are standards determined, by whom, and to what end?
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- 29. making a governingframework 1. organize your team 2. figure out who is supposed to establish the 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
- 30. this is yourteam Extended Team Working Groups & Committees Distributed Team Core Team your digital team is the full set of resources required to keep your digital presence functioning for your organization
- 31. your team Extended Team WorkingGroups & Committees Distributed Team Core Team core: the part of the organization that establishes strategy, policy and standards distributed: employees that make websites, mobile applications, and moderate social channels working groups/committees: strategic and tactical steering and working bodies that enable digital development and operations extended: external vendors that support digital development in any capacity
- 32. digital strategy articulates an organization’sapproach to leveraging the capabilities of the Internet and the World Wide Web to support organizational goals.
- 33. digital policy high levelstatements of beliefs, goals, and objectives in order to comply with laws, manage risk, or drive competitive advantage
- 34. digital standards formal specificationsthat guide what is to be done in regards to aspects of digital publication and development. •Tools •Protocols •Information Access •Hosting •Security •Software •Hardware •Branding •Content •Language •Typography & Color •Images •Templates Design Editorial Publishing & Development Network & Infrastructure
- 35. freedom of expressionwithin a standards-based framework is the most powerful – not the ability to do whatever you want, whenever you want.
- 36. “I call ourremarkable 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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Editor's Notes
- #29 Framework Applying the basics to digital Integrating digital with everhthing else