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The global digital landscape is driving everyone towards becoming a lifelong learner. This represents the biggest opportunity that the sector has seen since its inception. All contemporary digital ...

The global digital landscape is driving everyone towards becoming a lifelong learner. This represents the biggest opportunity that the sector has seen since its inception. All contemporary digital threats can be met by universities, if they compete. The Digital Campus explores how a change of mind-set along with a digital campus can offer universities the opportunity to ensure that they can compete and excel in the contemporary digital environment. And it also offers an answer to an age old problem – how to maintain and leverage a vibrant university community after its members leave the campus. - See more at: http://precedent.co.uk/our-thinking/reports/the-digital-campus#sthash.DtIXHSEn.dpuf

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  • You can gain competitive advantage through this understanding in any sector
  • You can gain competitive advantage through this understanding in any sector
  • MNo
  • MNo
  • You can gain competitive advantage through this understanding in any sector
  • You can gain competitive advantage through this understanding in any sector
  • MNo
  • MNo
  • The traditional marketing model, funnelling people through to action, is no longer sufficient. Delivery: How is the product or service being delivered to the individual and how can online improve thisInvolvement: Are you actively seeking to involve the customer through post purchase/action engagement such as asking for ratings/reviews, or providing value added servicesAdvocacy: How can you turn satisfied customers into online advocates for your brand
  • Its so easy to get this wrong…Love film and other internet successes have been instrumental in the downfall of less nimble business like blockbuster, Seamless experience throughout, easy management of system through an intuitive interface, flexible subscriptions – even the option to have a payment holiday at the press of a button.But the fail comes when they make it hard to leave – with no option for online cancellation of an accountForcing you to phone an aggressive retention teamHard to leave = less inclined to rejoin.If a company allows online joining, it has to allow online cancellation.
  • Unexpected example of the reflection.Aggressive sales – low expectation of high quality customer service
  • Good email commspre and post purchase. Value added through providing relevant, tailored information
  • Post purchase involvement:‘My’ optical express – feels personal. Encouraging involvement. Rewarding advocacy.
  • Tailored, intuitive platform.Ease of use with multiple routes to make the referral. Clear, substantial reward. Request for review – linked but not mandatory – encourages feeling of mutual give and take
  • Excellent online advocacy used on marketing site – volume of positive reviews enables a loop with advocacy feeding back into awareness
  • Yorkshire building society + Synthetix to provide valuable technology enabled customer serviceReplaced search with instant entry into smart FAQs
  • Synthetix work with their clients to create FAQ’s which are auto populated when entering a search term
  • Wherever an answer isn’t available, it records and feeds this back, allowing continual improvementFurther than that, to enhance the customer journey it connects you to a real person who knows what you are searching for and what info you have already seen, so you don’t have to start from scratch again.This is resulting in stats like20% reduction in calls to call centres40% reduction in email enquiryThis frees up operational budget – meaning this doesn’t and shouldn’t be paid for by marketing – its real digital transformation.
  • High volume of enquiries from prospective applicants.Need to provide information efficiently to so many people. An automated online service relieves pressure on the Enquiries Team by supporting the most repetitive enquiries - improving service levels and ensuring efficient use of resources.
  • MNo
  • GoldCorp had owned the rights to the mine at red lake ontario for over 50 yearsCouldn’t find the goldMade the radical decision to crowd source by making their data publicGave out 400 megabytes of data and a $575 thousand prize fundExpected responses from elsewhere in the industry – got them from unexpected sources such as mathematicians, military offices, even new graduatesContestants identified 110 sites for potential targetsOf which 50% were new to GoldcorpOf those 80% yielded substantial quantities of goldTurning Goldcorp from a $100 million to a $9 billion company.
  • Taking crowd sourcing even furtherCompanies like Mechanical Turk and Giff GaffCrowd sourcing of the operational running of their businessRun by membersGain rewards by answering customer service questions, recruiting new customers, implementing marketing etc
  • MNo
  • You can gain competitive advantage through this understanding in any sector
  • You can gain competitive advantage through this understanding in any sector
  • You can gain competitive advantage through this understanding in any sector
  • MNo
  • MNo
  • MNo
  • You can gain competitive advantage through this understanding in any sector
  • You can gain competitive advantage through this understanding in any sector
  • HOINTERMens jeans shop in USABelieved that all men don’t hate shopping, so were curious to explore how they could make it betterNo pushy sales assistants,no confusing piles of clothes and no endless lines at the tills. Only one of each style of jeans is displayed on the shop floor.
  • Shoppers use a smartphone app to scan items they wish to try on, and choose a size and colour.Jeans arrive in 30 secondsIf they’re good, the customer swipes a card to pay and leavesMessage > Stock room > Tensioned cables drop jeans into fitting room > payment card swiped through a reader > and out they go
  • Understanding the pain points of the existing experience. Creating something unique and memorable – developing brand value and potentially saving on the staffing costs of servicing the store, not to mention the engagementopportunities opened up by exploiting digital
  • MNo
  • No one enjoys being woken by an alarm clock
  • Credit digital shift bookYou awake at the ideal moment in your sleep cycleambient lighting, and the smell of freshly brewed coffee, and the sound of your favourite musicWith precisely the right amount of time needed to get to the office ready for a big meetingThis will happen because:Sleep sensors in your bed, monitoring your sleep cycleWirelessly connected to your calendarWhich has cross referenced time you need to get to the office with your GPS against expected traffic patternsTo determine when to wake youIt has also alerted your automatic coffee machine, ambient lighting system and wireless sound system to co-ordinate the perfect start to the dayWhats exciting is that all this technology already exists – its just a case of linking it up
  • Technology like this already exists:San Francisco parking spot finder1 in 3 drivers in San Fran searching for a parking spotDetectors under every spot – made up of just a battery, radio antenna and magnetometerDetect when a car is above themMake data available about free spots to smartphone usersCity able to adjust cost to match demand
  • Big data is really a mis-noma – its about mass, micro data.How that data is analysed and used is where the big opportunities lie – the data is there, you just need to work out what to do with it
  • Data for development competition by Orange released anoymous data on 2.5 million call records from the Ivory CoastIBM researchers focused on Data in Abidjan – Ivory Coast’s largest cityAnalysis when and where people were using the bus networkSpotted gaps to identify two new routes neededFound that they could reduce the averagejourneytimeby10% - all done within a month
  • Data for development competition by Orange released anoymous data on 2.5 million call records from the Ivory CoastIBM researchers focused on Data in Abidjan – Ivory Coast’s largest cityAnalysis when and where people were using the bus networkSpotted gaps to identify two new routes neededFound that they could reduce the averagejourneytimeby10% - all done within a month
  • Just as we’ve seen the forces of technology and globalisation transform sectors such as media and communications or banking and finance over the last two decades, these forces may now transform higher education.The solid classical buildings of great universities may look permanent but the storms of change now threaten them.Lawrence Summers
  • KnowledgeThe ubiquitous availability of knowledge and methods of accessing it through digital technologies makes the possibility of duplication and dissemination available to any individual, or group, not just established institutions.
  • ReachThe global nature of the Internet means that global reputations can be nurtured and enhanced quickly. Similarly individual relationships can be built, serviced and maintained without reference to geography.
  • RelevanceThe availability of online learning and in particular the entry into the market of less traditional players offering ‘vocationally focused’ qualifications, or just free courses with real-life appeal, often in collaboration with industry and sector experts makes a traditional university education less attractive to the fast-moving digital native.
  • On the education side you could say if we can get them in, retain them and make sure they graduate then that’s good enough, but that is a 1000 year old business model – the world looks different today.ClaesMansson Director of the ICT Strategic Investment Programme at Monash University
  • During our work with Oxford Brookes we drew out a single online customer experience.Using a standard Marketing model:Promoting > Engaging > Supporting > Connecting > RetainingWe looked at what digital channels could provide over the lifecycle
  • Just as we’ve seen the forces of technology and globalisation transform sectors such as media and communications or banking and finance over the last two decades, these forces may now transform higher education.The solid classical buildings of great universities may look permanent but the storms of change now threaten them.Lawrence Summers
  • MNo
  • You can gain competitive advantage through this understanding in any sector
  • You can gain competitive advantage through this understanding in any sector
  • You can gain competitive advantage through this understanding in any sector
  • You can gain competitive advantage through this understanding in any sector

The digital campus The digital campus Presentation Transcript

  • THE DIGITAL CAMPUS Digital transformation for Higher Education and beyond MARK SHERWIN, GLOBAL COMMERCIAL DIRECTOR HONG KONG – 4 November 2013
  • LONDON PERTH EDINBURGH MELBOURNE CARDIFF HONG KONG
  • Some of our Higher Education Clients
  • Some of our Higher Education Clients
  • Our broader experience
  • We research our sectors New Brand Universities Alumni Universities Third Sector NHS Globalisation Financial Services Cross- sector
  • WE ARE EVOLVING FROM A MARKETING CENTRIC TO BUSINESS WIDE VIEW OF THE WEB The Website Web strategy Digital strategy Digital transformation Business-wide impact Marketing centric
  • THOSE ORGANISATIONS THAT DO NOT FUNDAMENTALLY TRANSFORM ARE RAPIDLY BECOMING IRRELEVANT
  • DIGITAL TRANSFORMATION IS ABOUT FUNDAMENTAL CHANGE IF YOU THINK BEING 'IN E-BUSINESS' MEANS SUTURING ON AN E-COMMERCE APPENDAGE TO YOUR BODY CORPORATE, THEN THINK AGAIN. WE PROMISE YOU THAT WON'T WORK... YOU'VE GOT TO BE PREPARED TO LET THAT E-BUSINESS COMMITMENT RIPPLE THROUGH AND SHAKE UP THAT BODY CORPORATE. AND LIKE AN 8.0 EARTHQUAKE, YOU MUST BE PREPARED FOR THE REARRANGEMENT THAT WILL INEVITABLY OCCUR. Keyur Patel & Mary Mccarthy | Digital Transformation, 2000
  • TODAY WE WILL EXPLORE WHAT IT MEANS TO ACHIEVE DIGITAL TRANSFORMATION DIGITAL TRANSFORMATION REFERS TO THE CHANGES ASSOCIATED WITH THE APPLICATION OF DIGITAL TECHNOLOGY IN ALL ASPECTS OF HUMAN SOCIETY. DIGITAL TRANSFORMATION MAY BE THOUGHT AS THE THIRD STAGE OF EMBRACING DIGITAL TECHNOLOGIES: DIGITAL COMPETENCE -> DIGITAL LITERACY -> DIGITAL TRANSFORMATION. THE LATTER STAGE MEANS THAT DIGITAL USAGES INHERENTLY ENABLE NEW TYPES OF INNOVATION AND CREATIVITY IN A PARTICULAR DOMAIN, RATHER THAN SIMPLY ENHANCE AND SUPPORT THE TRADITIONAL Wikipedia | ‘Digital Transformation’
  • AND THERE IS NO POINT IN SIMPLY WAITING TO SEE WHAT OTHERS DO Innovators 2.5% Early Adopters 13.5% Early Majority 34% Keyur Patel & Mary Mccarthy | Digital Transformation, 2000 Late Majority 34% Laggards 16%
  • THOSE WHO DO NOT INNOVATE WILL FALL IRREVOCABLY BEHIND Innovators 2.5% Early Adopters 13.5% Early Majority 34% Keyur Patel & Mary Mccarthy | Digital Transformation, 2000 Late Majority 34% Laggards 16%
  • 5 KEY THEMES 1. Customer service, the missing link 2. Harnessing the wisdom of crowds 3. New money models 4. The tricorder 5. The Internet of things, and big data
  • 5 KEY THEMES 1. Customer service, the missing link 2. Harnessing the wisdom of crowds 3. New money models 4. The tricorder 5. The Internet of things, and big data
  • DESIRE INTEREST ADVOCACY INVOLVEMENT The AIDA reflection | Mark Sherwin, Precedent 2013 ACTION DELIVERY AWARENESS MARKETING CAN NO LONGER SIMPLY FOCUS ON AIDA IT MUST FOCUS ON AIDA AND ITS REFLECTION
  • LOVEFILM – FAILING AT THE FINAL HURDLE
  • OPTICAL EXPRESS - NOT JUST AN AGGRESSIVE ACQUISITION MODEL
  • OPTICAL EXPRESS - DELIVERY
  • OPTICAL EXPRESS - INVOLVEMENT
  • OPTICAL EXPRESS - ADVOCACY
  • OPTICAL EXPRESS - AIDA REFLECTION
  • TECHNOLOGY ENABLED CUSTOMER SERVICES
  • TECHNOLOGY ENABLED CUSTOMER SERVICES
  • TECHNOLOGY ENABLED CUSTOMER SERVICES
  • ENHANCING HUMAN INTERACTION?
  • 5 KEY THEMES 1. Customer service, the missing link 2. Harnessing the wisdom of crowds 3. New money models 4. The tricorder 5. The Internet of things, and big data
  • DIGITAL OFFERS NEW SOURCES OF INNOVATION AND APPLICATION
  • IDEA GENERATION - LEGO
  • OPERATIONAL RUNNING - GIFF GAFF
  • 5 KEY THEMES 1. Customer service, the missing link 2. Harnessing the wisdom of crowds 3. New money models 4. The tricorder 5. The Internet of things, and big data
  • WE ARE MOVING FROM A PRODUCT TO SUBSCRIPTION ECONOMY
  • AND A WORLD WHERE MICRO-PAYMENTS HAVE USURPED CAPITAL EXPENDITURE
  • APPLYING SUBSCRIPTION AND MICRO-PAYMENT THINKING TO FUNDRAISING
  • 5 KEY THEMES 1. Customer service, the missing link 2. Harnessing the wisdom of crowds 3. New money models 4. The tricorder 5. The Internet of things, and big data
  • EVERY EMPLOYEE WITH MORE COMPUTING POWER AT THEIR FINGER TIPS THAN THE SPACE SHUTTLE. ANYTIME…ANYWHERE
  • CONVERGENCE PUTS INCREDIBLE POWER IN THE PALM OF OUR HAND Wired UK | 20 Years of Wired | June 2013
  • THEY ALSO OFFER THE OPPORTUNNITY TO PROVIDE NEW VIEWS ON TO EXISTING DATA USING CONTEXT TO STREAMLINE EXPERIENCES
  • INTEGRATING DIGTAL WITH THE PHYSICAL WORLD (PHYGITAL) CREATE INNOVATIVE NEW CUSTOMER SERVICE OPTIONS
  • TECHNOLOGY ENABLED SERVICE EXPERIENCES
  • TECHNOLOGY ENABLED SERVICE EXPERIENCES
  • TECHNOLOGY ENABLED SERVICE EXPERIENCES
  • 5 KEY THEMES 1. Customer service, the missing link 2. Harnessing the wisdom of crowds 3. New money models 4. The tricorder 5. The Internet of things, and big data
  • THE INTERNET OF THINGS CREATES HUGE OPPORTUNITY FOR NEW INTERACTIONS
  • THE INTERNET OF THINGS CREATES HUGE OPPORTUNITY FOR NEW INTERACTIONS Use case from The New Digital Age | Schmidt and Cohen 2013
  • WHILST PERSONAL DEVICES MAY IN FACT MAKE UP AN INTERNET OF THINGS, COMMERCIAL AND MUNICIPAL APPLICATIONS HAVE MUCH WIDER DATA OPPORTUNITIES
  • AS THESE DEVICES STORE DATA IN THE CLOUD WE WILL HAVE ACCESS TO MORE DATA ABOUT OUR WORLD THAN EVER BEFORE
  • AND BIG DATA IS TRANFORMING WHAT WE KNOW ABOUT AND HOW WE CAN ADAPT OUR LIVES Mobile phone data redraws bus routes in Africa, BBC | http://www.bbc.co.uk/news/technology-22357748
  • BUT HOW DOES THIS RELATE TO THE WORLD OF HIGHER EDUCATION?
  • The solid classical buildings of great universities may look permanent but the storms of change now threaten them. Lawrence Summers President Emeritus, Harvard University An Avalanche is Coming: Higher Education and the Revolution Ahead
  • The Digital Threat Knowledge.
  • The Digital Threat Reach.
  • The Digital Threat Relevance.
  • Google is in on the act
  • Nations are waking up to the threat and opportunnities
  • New paradigms are being created at grassroots level
  • And the results can exceed all expectation
  • On the education side you could say if we can get them in, retain them and make sure they graduate then that’s good enough, but that is a 1000 year old business model – the world looks different today. Claes Mansson Director, ICT Strategic Investment Programme at Monash University
  • An age-old problem PROSPECT LEARNER PROFESSIONAL ADVOCATE
  • Current state - prospect
  • Current state - learner
  • Current state - alumni 
  • Current state – professional
  • A single online customer experience Promoting Engaging LEARNER PROSPECT Finding courses Websi te Help with the basics Finding their way Mobile Key date reminders Supporting and giving Keeping in touch Supporting and promoting Share the experience Offers and discounts Networking Library renewal News & events News and results Careers news Administrative support ADVOCATE Continued access Finding likeminded students Showing to friends Retaining Professional development E-learning E-resources Insider knowledge Social Connecting PROFESSIONAL Learning the ropes Seeking opinions Email Supporting Networking and directory Major updates Campaigns
  • The global digital landscape is driving everyone towards becoming a lifelong learner. This represents the biggest opportunity that the sector has seen since its inception The Digital Campus – The online future for Higher Education
  • So what is a digital campus? A single online environment open to all that offers a single customer view that is personalised to their current interests and relationship with the university. A place they become reliant upon to support their lifelong learning and development, encouraging and rewarding continual involvement. Ultimately a community and ecosystem that transcends traditional boundaries of a university. .
  • So what is a digital campus? STRENGTH OF RELATIONSHIP LEARNER Digital campus PROFESSIONAL ADVOCATE Physical campus PROSPECT TIME
  • PROSPECT
  • LEARNER
  • PROFESSIONAL
  • ADVOCATE
  • COPE - Content not websites Remits: PROSPECT LEARNER ADVOCATE The digital campus | @Precedentcomms | © Precedent 2013 Corporate Communications, Press Office, Marketing , Research, Biolo gy Faculty, Student Recruitment, Stu dent Services, Alumni Relations, Develo pment, and Business and Enterprise.
  • Not just students Home page Prominent search and search history with a personalised showcase and promotional display of content which is always of interest and relevance to the individual. For you An individual alert system combining practical, important and interesting reminders along with appropriate calls to action. Opportunities Opportunities to engage with internal, and external community members. Connections Interact with other community members Courses The learning or research environment ?
  • Looking to the future
  • Nobody’s doing this - right?
  • Simply put, the HE sector is changing, probably quicker than any other industry I have seen and it is technological change that is driving it. So we have to act now in order to maintain or further establish our place in the market. It is a monumental task, and I struggle to think of any business context that I have ever been in where there has been this much change in parallel and compressed into such a short space of time. Claes Mansson - Director, ICT Strategic Investment Programme at Monash University
  • Daring to be digital
  • Daring to be digital DIGITAL TRANSFORMATION DIGITAL TRANSFORMATION
  • Key enablers Senior Sponsorship and centralised investment Cross Department Digital Executive Technological platform and roadmap
  • A HERO’S JOURNEY CHANGING THE WAY BUSINESSES CREATE EXPERIENCES INCEPTION You see the need for change. You feel as if more can be done. You’re not sure its your responsibility and the opportunity is bigger than you envisioned. You question your calling. Perhaps you refuse it. Then you meet others who will empower you…stand by you through change. What’s the Future of Business | Brian Solis, 2013
  • A HERO’S JOURNEY CHANGING THE WAY BUSINESSES CREATE EXPERIENCES TRIBULATION Change is met with hardship. It’s unavoidable. You start to feel the discomfort from leaving your comfort zone. Obstacles will arise; budget constraints, politics, scepticism, tunnel vision, blatant ignorance. Stay true stay focused. Your customers and employees are anxious for you to succeed. What’s the Future of Business | Brian Solis, 2013
  • A HERO’S JOURNEY CHANGING THE WAY BUSINESSES CREATE EXPERIENCES TRANSFORMATION Buzz and excitement permeates the halls of your business. Employees hear about what you are trying to do, they enquire how to be part of it or how soon they’ll see the fruits of your labour. To hold consensus takes frameworks and processes. This sets the stage for how people, teams, philosophies, and technology will support the transformation. It’s always darkest before dawn. There will be pushback, more and more challenges. Keep the team strong, you’ve come too far for that. What’s the Future of Business | Brian Solis, 2013
  • A HERO’S JOURNEY CHANGING THE WAY BUSINESSES CREATE EXPERIENCES REALISATION To call this the last stage is misleading. Transformation is continual, it becomes part of your business model. Here you learn and adapt accordingly. You lift your head and notice that the people inside and outside of the organisation are noticing change. Change is now constant. Take this moment to revel in your journey. Since you are the hero in this story, your journey is just beginning. What’s the Future of Business | Brian Solis, 2013
  • A unifying vision The Digital Campus