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”.

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”.

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

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.

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

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

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.

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.

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.

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.

Entering the “push” paradigm RSS/Atom Feeds on igoogle Bookmarking information on delicious . Updates and social networking on twitter .

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 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.

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.