Making The Web Transformational

Making the Web Transformational Presented by Bob Bertsch NDSU Agriculture Communication January 29, 2009

CONTENT RELATIONSHIP Scholarship of Discovery Integration Application low high Information Facilitation Transformational Education Content Transmission high PROCESS Educational Processes Merrill Ewart - 1999

CONTENT RELATIONSHIP Scholarship of Discovery Integration Application low high Information Facilitation Transformational Education Content Transmission high PROCESS Web Presence Merrill Ewart - 1999

Making the Web Transformational
The medium is the mission
The web’s power is in its structure, not its content.
Building human networks
This is the web’s greatest strength.
Entering the “push” paradigm
Reach them where they “live”.

To become transformational, an organization’s web presence must do more than project content across cyberspace.
To become transformational, an organization’s web presence must be driven by the mission and strategic goals.
www.menards.com www.homedepot.com

The medium is the mission When an organization develops a strategy for using the web to achieve its primary mission and goals, the web becomes transformational.

Use of the web has evolved from:
Electronic printing press to
Data warehouse to
Human network

Building human networks When the web’s ability to build human networks and an organization’s primary mission intersect, transformational change can occur.

Building human networks Obama ’08 Campaign The mission: Win 51% of the vote in enough states to amass 271 electoral votes. The web strategy: Use the web to build a responsive, interconnected network of supporters to spread campaign messages, organize volunteers, and mobilize voters.

Building human networks When the web’s ability to build human networks and an organization’s primary mission intersect, transformational change can occur. my.barackobama.com

The “pull” paradigm
User is responsible for gaining access to the internet.
User is responsible for locating your web site.
User is responsible for finding the item they are looking for.

The “push” paradigm
Information is thoroughly indexed using tags (keywords).
User subscribes to a feed of the information they desire.
Updates and related information are “pushed” to the user.

RSS/Atom Feeds on igoogle
Bookmarking information on delicious .
Updates and social networking on twitter .

Entering the “push” paradigm The web is moving to a “push” paradigm. Information and service providers need to build with that environment in mind to effectively communicate within the medium.

Making the Web Transformational
When an organization develops a strategy for using the web to achieve its primary mission and goals, the web becomes transformational.
When the web’s ability to build human networks and an organization’s primary mission intersect, transformational change can occur.
The web is moving to a “push” paradigm. Information and service providers need to build with that environment in mind to effectively communicate within the medium.

Making The Web Transformational

by Bob Bertsch on Jan 29, 2009

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Making The Web Transformational — Presentation Transcript