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With everyone doing their own thing, there are resource inefficiencies result in wasting time and money. Page 30. HiPPO.
Herding Cats building an enrollment focused web strategy
mark a. greenfield
M kG Mark Greenfield fi ld Higher ed web eb professional professional, cons consultant, ltant keynote speaker, futurist, uwebd overlord, lacrosse coach, tennis player, music lover, dog g rescuer
Web Strategy Services Mark A. Greenfield Associate Consultant www.noellevitz.com All material in this presentation, including text and images, is the property of Noel-Levitz, Inc. Permission is required to reproduce information.
University Website
xkcd.com
The only piece of information common to both circles is, “full name of school”
True or False Most college web sites are bad?
How important is the Web for enrollment?
100% have viewed at least one college or university Web site
92% Will be disappointed or take a college off their list if they do not find what they need
24% Will REALLY take your school off their list because of a bad web experience
65% Will become more interested because of a positive experience on your site
The web is now mission critical
Higher g Education:
the toughest gig in all the web
mark a. greenfield
Too often, campus leadership views the web as a cost center rather than as a strategic asset
Without W b Strategy Web St t
The web Th b iis th thought ht off as a collection ll ti off micro-sites i it rather th than a single entity. Academic departments and administrative units think they have their own sites rather than being part of a larger web presence. presence
Usability suffers because visitors expect a unified web presence and instead find a site that is graphically diverse and d diffi difficult lt tto navigate. i t
The Entire Site Matters!
There are no articulated, measurable goals making it difficult to measure the ROI of web efforts.
With everyone doing their own thing, there are resource inefficiencies result in wasting time and money.
HiPPO
HIghest Paid Person’s Opinion
M i Moving Forward F d
Web Strategy The translation of organizational objectives and values into high-level management directives for the web - Lisa Welchman
Web Strategy A successful Web Strategy achieves two results: 1. Guiding Principles ‐ describe how the organization will use the Web to support the organization’s core values and b i business objectives bj ti 2. Formalization of Authority – ensures that authority for Web Governance, Web Execution and Web Measurement are clearly articulated and properly resourced
Institutional Strategy
Communications Strategy
Content Strategy
Web Strategy
IT Strategy
Social Media Strategy
Strategic Planning Questionnaire • • • • • •
Mission/Vision Audience(s) Branding Content Social Media Technology
Strategic Planning Questionnaire Site Mission/Vision •
What is the mission of the organization? How does the web site support this mission?
•
Give a one sentence mission statement on the purpose of the site
•
What is the main business problem the site will solve?
•
Why would someone visit the site?
Strategic Planning Questionnaire Site Mission/Vision •
What are the key features that are most critical?
•
What are the short and long term goals for the site?
•
How do you envision the site 2 years from now? 5 years from now?
•
How will you measure success?
Strategic Planning Questionnaire Audience(s) •
Who is the most important audience for the site? Who are the secondary audiences? Do these audiences have different needs and expectations?
•
What will each of these audiences want to do when they visit the site? What are their top tasks?
Strategic Planning Questionnaire Audience(s) •
Why will they come and what will make them return?
•
How do you currently interact with these audiences?
•
Is there a difference between the most important audiences and the audiences who will use the site most frequently? What are the implications?
The web is first and foremost an enrollment tool
True Strategic g Planningg • Establishes authority and accountability • Defines the roll of all campus units as it relates to the web and establishes how they will support web efforts • Involves In ol es senior leadership • Involves line management • Involves the entire campus • Establishes Key Performance Indicators (KPI’s) • Is not a one-off process
The Web Is Not a Project
Is your site sustainable?
Decentralized Organizational Structures
The central web team does not own the web site
Understand that individual academic departments and administrative units have unique needs.
Find the delicate balance between autonomy and accountability.
Web Teams
IT or Marketing
C Concluding l di Thoughts h h
C Concluding l di Thoughts h h
Higher Hi h Ed Education ti is Getting Flattened
Flattened
When the impact of the internet and globalization render and industry unrecognizable, and in many cases, obsolete
“Most institutions can no longer afford to be what they’ve become”
graduate from a production shop to a strategic shop
webgovernance.com Coming May 2011
Th k Y Thank You
mark a greenfield markgr.com twitter.com/markgr delicious.com/markgr
