Perils, Pitfalls, and Pleasures: Moving Print Publications to Life Online

by Bob Johnson on May 05, 2010

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Reading online is challenging. Reading print publications (alumni magazines, annual reports, admissions viewbooks) placed online in PDF or "flip" technology format is especially challenging....

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Reading online is challenging. Reading print publications (alumni magazines, annual reports, admissions viewbooks) placed online in PDF or "flip" technology format is especially challenging.

This presentation with Jay Collier (Bates College) outlines a better way, with examples from several universities that get it "right for the web" and case study details from Bates College.

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Perils, Pitfalls, and Pleasures: Moving Print Publications to Life Online — Presentation Transcript

Perils, Pitfalls, and Pleasures: Moving Print Publications to Life Online

Bob Johnson and Jay Collier

J.Boye Conferences Philadelphia 2010

May 4-6

Bob Johnson Consulting, LLC

Who is Bob Johnson?

Higher education marketer since 1980s

Writer of monthly “Your Higher Education Marketing Newsletter”

Owner… Bob Johnson Consulting, LLC

Partner w/Gerry McGovern at Customer Carewords, Ltd

Chair of Symposium for the Marketing of Higher Education, 1994 to 2003

Ph.D. in political science (UMass Amherst)

Bob Johnson Consulting, LLC

Who is Jay Collier?

Twenty years developing, managing, producing, and editing programs in educational media communications

Web Communications Manager at Bates College

Previously: Dartmouth, MIT, WGBH, PBS

B.S., Boston Univ. Coll. of Communications

M.A., Union Institute and University

Bob Johnson Consulting, LLC

8 key points about the Internet…

People are impatient

People are impatient

People are impatient

People are impatient

People are impatient

People are impatient

People are impatient

People are impatient

Bob Johnson Consulting, LLC

The Golden Rule…

5 seconds to connect

Bob Johnson Consulting, LLC

The Peril: Web readers can’t scan your pages

If people can’t scan your pages and engage in 5 seconds or less, people won’t read your content…

Bob Johnson Consulting, LLC

The Pitfalls…

Need to get print online ASAP

Want people to see what the print designer intended

Bob Johnson Consulting, LLC

You can’t scan this annual report… Bob Johnson Consulting, LLC

You can’t scan magazines like this… Bob Johnson Consulting, LLC

“ Flip” technology doesn’t help… http://issuu.com/umson/docs/university_of_maryland_nursing Bob Johnson Consulting, LLC

The Pleasures…

Repurpose print for the web…

Often with blog software

Bob Johnson Consulting, LLC

Chicago gets it right for years… http://magazine.uchicago.edu/ Bob Johnson Consulting, LLC

Carleton prompts action… http://magazine.carleton.ca/ Bob Johnson Consulting, LLC

Easy to scan annual giving report… https://apps.carleton.edu/giving/report/2009/ Bob Johnson Consulting, LLC

Give people a format choice? http://magazine.jhu.edu/ Bob Johnson Consulting, LLC

“ Blogazine” format works well… http://alfredmagazine.alfred.edu/... http://csumagazine.com/ Bob Johnson Consulting, LLC

Case Study: Bates Co llege

Define vision and goals

Demonstrate and prototype

Launch and fine tune

Evaluate costs and benefits

Define vision and goals

Be dependable – anywhere, any time, any device Be intuitive – simple publishing, searching, finding Be helpful – helpful information and instructions Be interesting – appealing, personal, immersive Be personalizable – up to date feeds by interest Be welcoming – online spaces for collaboration Be meaningful – insight into what matters to you

Demonstrate and prototype

Evaluate costs and benefits

bit.ly/wphighed

Questions?

Jay Collier — jcollier@bates.edu - www.BatesWeb.net

Perils, Pitfalls, and Pleasures: Moving Print Publications to Life Online

by Bob Johnson on May 05, 2010

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Perils, Pitfalls, and Pleasures: Moving Print Publications to Life Online — Presentation Transcript