How to Make Data Governance “Go Viral” at Your Organization Create a fan base by marketing your data governance program Tina McCoppin, Ajilitee Data Governance Winter Conference 2012 Speaker bio: Tina McCoppin Tina McCoppin, Partner at Ajilitee • Former Engagement & Project Manager for Fortune 1000 companies: HP, Knightsbridge, Forte, Seer, Pansophic, Accenture • 25+ years of IT integration experience • Managed multiple Information Management delivery teams with 100+ members both onshore and offshore • Data Governance Strategist 2 Create a Data Governance “Fan Base” • For a DG program to take root and flourish as an effective, game-changing program, cultural adoption must take place • By blending classic DG education with “infotainment”–and a bit of selfpromotion—you can: ◦ Generate awareness, understanding, and support for your DG program ◦ Influence behavioral change 3 Our topic today To help you drive support for data governance through clever ways of communicating program value, status and results We’ll cover: • How to get a “Like” for your DG program through creative packaging • Communication strategies and forums (from traditional to digital) • Ways to innovate your training and education components • Real-world examples of creating viral internal support 4 Before the “Like”… • Data Governance programs continue to take root – being given budget and resources • But…resources are often hi-jacked or budgets reallocated What should DG core teams be doing?  MARKETING!!! 5 What is marketing? It delivers: •the right message •to the right audience •at the right time •with the right offer Your message should be clear, consistent and memorable The goal? •To keep stakeholders informed/engaged •To create a positive “DG brand” for your program and you 6 Marketing 101 – Strategic Foundation Where are we today? What’s happening in the organization? How can we position to lead? What strategies will succeed? How do I execute? Market Position Market Dynamics Opportunity Analysis Marketing strategy/plan Program execution • Creating your DG marketing plan is a similar process to building a business case • First, assess where your DG program is, the opportunities, and where we can establish the greatest impact and benefit • Then, flesh out your DG marketing plan and basic tactics 7 What vehicles are available? • Collateral and Communications • Team and Enterprise Events • Organization Constructs: ◦ ◦ ◦ ◦ Project Management Office System Development Life Cycle Change Request Other Committee Meetings • Executive Meetings • Program/Project Meetings • PR, Awards and Social Media 8 Where did we start? RAMP-UP • Day 1 Team size = 3 • Company familiarity with Data Governance = zilch • We first created our “base” DG message deck to educate and socialize business and IT • • • • • What is DG? Why do we need DG? What are the benefits of DG? Roadmap, approach and timeline Expectations & time commitment of SMEs and data stewards 9 Where did we start? Then we started holding meetings 1. Based on the DG Roadmap / Plan, we focused on the first Business Area (in terms of data domain or subject area) 2. We held a kick-off meeting with all business people in that group / LOB, using a deck that was 90% base DG, but had a Use Case of a pain point specific to the audience 3. We told them to expect DG to be meeting with some of them © COPYRIGHT 2012 Ajilitee. Confidential. 10 Physician Data domain Then we started conveying our message… over and over and over • Creating a whole set of Collateral and Communications — PowerPoint Presentations —Have a “10-Minute Overview” —And a 50-minute version — E-mails & Internal Communications — Company-wide Intranet site (if available) — Internal Newsletter or Portal Articles — Elevator Sheets — Cafeteria Tent Cards — Company ‘TV’ broadcasts Have you heard the latest about DG???!!! 11 Communicating in creative ways… • Team and Enterprise Events — Lunch and Learn sessions — Roadshows — Townhalls — Group Meetings — Formal Employee & Consultant Training — Monthly Stakeholder Meetings 12 We inserted DG into organization constructs… • Become a part of the SDLC and Project Mgt Office process — “Top Priority Projects” Initiation — PMO Gate Reviews — IT Audits — Architecture Review and/or Data Architecture Review — Risk Meetings • Executive Meetings — IT Senior Leadership Meetings — Strategy Sessions with Directors + — DG Council Meetings 13 We even went external with our story • By speaking engagements at industry conferences • There’s significant interest in shared knowledge and experience in DG endeavors • Your industry colleagues want to hear your best practices and insights ₋ Events ₋ Trade publications ₋ IT awards • A chance for recognition beyond company walls 14 Education & Training • Create training modules: Mandatory for new employees —Consider an Annual Computer-Based Training module • Data Governance modules include 1. 10-minutes new employee mandatory training 2. Data Steward Overview 3. Enterprise Data Governance SharePoint: Policies, lists of stewards and contacts, DG Council news, etc. • Complementary modules include: 1. Metadata Overview 2. Data Quality Concepts & Framework 3. Master Data Management 4. Enterprise Data Warehouse 5. Enterprise Data Model (each subject area is added) 15 What else can you (should you) communicate? • Policies • Statistics / metrics / outcomes • Value and business case of DG program ◦ WOW! moments • Project status • General stories –highs and lows ◦ Challenges and rough patches, and insights from them ◦ Incremental successes • External articles about data governance from the media Policies Case Studies Change Mgmt Opportunities 16 Social media can be powerful for DG • In your unique role – as a champion for business information – you are the perfect candidate to deliver useful and enlightening information about the value of information • Consider LinkedIn or your company’s internal SharePoint or Facebook page (if one exists) to share articles and factoids, and a few of your own insights and program results too • Avoid the common mistake of focusing too much on your program’s own work – mostly share outside information, sprinkled with your own accomplishments • Incorporate a WOW! Moment. E.g., something about your company’s data as compared to the industry 17 I am… I did…I’m great Example: Social Media © COPYRIGHT 2012 Ajilitee. Confidential. 18 Example: WOW! Moment Poor Healthcare Providers information costs the US $26B/year Syndicated Provider data findings across US: Quality Problem % duplicate records Sample cost implications • 20% of claims fall out of the auto-claim process, about 1/4 of them due to Average data quality problems 28.0% – It costs about $5 to process a claim manually, versus under $1 to process it electronically % without National ID numbers 21.6% % bad phone numbers 15.2% % bad addresses 11.9% • 9 to 14% of all mail sent to providers is returned 1.3% % sanctioned providers % retired providers 0.4% % deceased providers 0.2% – Calling to verify information costs $3-5 per call, check reissues cost $15-20 • Researching provider information typically takes 20-40 minutes per provider and costs $8-15 What is poor data quality costing you? Source: Enclarity 19 Example: Get people to Friend the DG program • The “15 Minutes of Fame” syndrome: People love to read about themselves or their department in print ◦ Use their names and how they helped ◦ Include “thank you’s” or “shout outs” in your communications ◦ Have DG Council profiles • What works on YouTube? Use the same avenues to convey your DG concepts ◦ Entertaining – while still informative – videos or cartoons ◦ Partner up with a colleague to make a “Data governance in 60 seconds or less” video. Nothing fancy needed - camera video and white board sketches can be effective A big Shout Out to Katie Miller, Ben Roth, etc. 20 Poll: Who in attendance has used…? • Collateral and Communications — — — — — — — Tailored PowerPoint Presentations Intranet Site / SharePoint site for DG Newsletter Cafeteria Tent Cards E-mails & Internal Communications Elevator Sheets TV • DG incorporated into SDLC and Chg Mgt — — — — — • Executive Meetings — — — — • Team and Enterprise Events — — — — — — Lunch n Learn Roadshows Townhalls Group Meetings Employee & Consultant Training Monthly Stakeholder Meetings PMO project initiation list PMO Gate Reviews Risk Meetings IT Audits Architecture Review Boards DG Council Meetings IT Senior Leadership Meetings Staff Meeting Strategy Sessions with Directors + • Program/Project Meetings — Data domain or LOB Program Kick Off Meeting • PR, Awards, Social Media — — — — 21 Articles in trade media, blog posts Speaking engagements LinkedIn, Facebook, Twitter, YouTube Award submissions Create a Calendar When you might use these vehicles Inception Q1 Sell and Setup Collateral Business case PowerPoints – high level and detailed Elevator Sheets SharePoint page Tent cards Meetings Director Strategy Mtg Kick-off Mtg: LOB/ Data Domain Q2 Q3 Educate and Inform Employee Trainings Meetings Staff meetings Stakeholder Mtgs DG Council Mtg SDLC/Change Man. Mtg Communications Newsletter, Emails Thought leadership Blog on SharePoint LinkedIn, FB posts Events Town Halls Roadshow Lunch and Learn Meetings Director Strategy Mtg Stakeholder Mtgs DG Council Mtg Communications Newsletter, Emails Thought leadership Blog on SharePoint LinkedIn, FB posts 22 Q4 Results and Impact Meetings Stakeholder Mtgs DG Council Mtg SDLC/Change Man. Mtg Communications Newsletter, Email Thought leadership Blog on SharePoint LinkedIn, FB posts 1 min YouTube video Meetings Stakeholder Mtgs DG Council Mtg Communications Newsletter, Email Thought leadership Use social media to share stats on results Blog on SharePoint PR/speaking Awards Final Thoughts • This is less about data governance itself; more about marketing and sales. You thought you were in IT. Wrong! You are also in sales and marketing. Any business professional –yes, IT too –today must play these roles. • Think about it – you need to research the facts, develop a plan, present a business case, and secure buy-in. Then you need work on gaining continual support for your achievements. • You need a marketing plan for DG. The goal – to keep stakeholders informed, engaged, and on board. • If you never thought of yourself as a marketer, don’t worry. Borrow from our toolkit of ideas and you’ll be set. 23 Rules for getting a “Like” for DG • Rule #1: Like Chicago voting – go out and deliver Data Governance messages early and often • Rule #2: When using a PowerPoint deck, tailor a few pages to the audience ◦ ◦ WOW! Moment Pain point of the Line of Business or your organization • Rule #3: Use informational and engaging messages • Rule #4: If available, engage your company’s Communications department; brand yourself with a logo and group name • Rule #5: Shout Outs and Profiling of people go a long way towards buy-in • Rule #6: Perception is reality! Data Governance might be doing a great job, but make sure to market so that it is perceived that way 24 Thank you TINA MCCOPPIN PARTNER AND FOUNDER, Ajilitee [email protected] 847.840.0858 www.linkedin.com/company/ajilitee www.facebook.com/ajilitee www.ajilitee.com 25