Making The Web Transformational
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Making The Web Transformational

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This was presented to NDSU Agriculture & University Extension to challenge leaders to look at web strategy in new ways.

This was presented to NDSU Agriculture & University Extension to challenge leaders to look at web strategy in new ways.

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  • 1. Making the Web Transformational Presented by Bob Bertsch NDSU Agriculture Communication January 29, 2009
  • 2. CONTENT RELATIONSHIP Scholarship of Discovery Integration Application low high Information Facilitation Transformational Education Content Transmission high PROCESS Educational Processes Merrill Ewart - 1999
  • 3. CONTENT RELATIONSHIP Scholarship of Discovery Integration Application low high Information Facilitation Transformational Education Content Transmission high PROCESS Web Presence Merrill Ewart - 1999
  • 4. 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”.
  • 5. The medium is the mission
    • 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
  • 6. 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.
  • 7. Building human networks
    • Use of the web has evolved from:
    • Electronic printing press to
    • Data warehouse to
    • Human network
  • 8. Building human networks When the web’s ability to build human networks and an organization’s primary mission intersect, transformational change can occur.
  • 9. 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.
  • 10. 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
  • 11. Entering the “push” paradigm
    • 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.
  • 12. Entering the “push” paradigm
    • 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.
  • 13. Entering the “push” paradigm
    • RSS/Atom Feeds on igoogle
    • Bookmarking information on delicious .
    • Updates and social networking on twitter .
  • 14. 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.
  • 15. Making the Web Transformational
    • 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.
    • Building human networks
      • When the web’s ability to build human networks and an organization’s primary mission intersect, transformational change can occur.
    • 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.