Technology Alphabet Soup Paul Redfern Director of Web Communications & Electronic Media Gettysburg College
Introductions <ul><li>My background </li></ul><ul><li>Gettysburg College </li></ul><ul><li>Gettysburg Web Structure </li><...
Questions for today <ul><li>What do you need to know to maximize the impact on your institution? </li></ul><ul><li>What sh...
<ul><li>What do you need to know to maximize the impact on your institution? </li></ul>
The world of web 2.0 <ul><li>The web used to be a place where information was provided - now the web is interactive </li><...
 
What are the buzz  words we use? <ul><li>CMS </li></ul><ul><li>E-communication </li></ul><ul><li>CRM  </li></ul><ul><li>Po...
CMS <ul><li>Content Management System </li></ul><ul><ul><li>Trend in higher education web redesign </li></ul></ul><ul><ul>...
E-communication <ul><li>Many different tools and costs </li></ul><ul><li>E-mails / E-postcards / E-newsletters </li></ul><...
CRM <ul><li>Customer Relationship Management </li></ul><ul><li>Many different definitions  </li></ul><ul><li>Used by highe...
Portals &  Online Communities <ul><li>Gateway provided by the College </li></ul><ul><li>Multiple audiences use multiple ve...
Social Networking <ul><li>Networking opportunity offered by a third party </li></ul><ul><li>All audiences are participatin...
<ul><li>What do you need to know to maximize the impact on your institution? </li></ul><ul><li>Questions/Discussion </li><...
<ul><li>What should you be thinking and asking about as it relates to your institution? </li></ul>
Gettysburg College Web  Decision Making Philosophy <ul><li>Strategic </li></ul><ul><ul><li>What technologies give us the m...
How do we execute the philosophy? <ul><li>Resources </li></ul><ul><ul><li>How do we take advantage of current resources?  ...
Gettysburg Timeline <ul><li>Dec 2004 – Presidential decision to redesign web </li></ul><ul><li>June 2006 – Launched new re...
Where are the gaps? <ul><li>Intentionally </li></ul><ul><ul><li>Social Networking </li></ul></ul><ul><ul><li>Blogs </li></...
What can we do  better? <ul><li>Video </li></ul><ul><ul><li>Using youTube </li></ul></ul><ul><ul><li>More Authentic </li><...
<ul><li>What should you be thinking and asking about as it relates to your institution? </li></ul><ul><li>Questions/Discus...
<ul><li>What are strategies for benchmarking and assessing the impact of these tools? </li></ul>
User Data <ul><li>Hits - Unique visitors - Time on site </li></ul>
Macro Data
Detailed Data
Other Data <ul><li>How do we measure success of redesign? </li></ul><ul><ul><li>15% increase in applications for admission...
Focus Group Data <ul><li>Prospective Students </li></ul><ul><li>Current Students </li></ul><ul><li>Faculty </li></ul><ul><...
<ul><li>What are strategies for benchmarking and assessing the impact of these tools? </li></ul><ul><li>Questions/Discussi...
Questions for today <ul><li>What do you need to know to maximize the impact on your institution? </li></ul><ul><li>What sh...
Thank you <ul><li>Questions / Discussion </li></ul><ul><li>Paul Redfern </li></ul><ul><li>Director of Web Communications &...
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Technology Alphabet Soup

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CMS, e-communication tools, CRM, portals, online communities, and web 2.0 what you need to know to maximize their impact on your institution.

CASE District II Conference Presentation
January 2008
San Juan, Puerto Rico

Published in: Education, Technology, Business
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Technology Alphabet Soup

  1. 1. Technology Alphabet Soup Paul Redfern Director of Web Communications & Electronic Media Gettysburg College
  2. 2. Introductions <ul><li>My background </li></ul><ul><li>Gettysburg College </li></ul><ul><li>Gettysburg Web Structure </li></ul><ul><li>What do you hope to get out of today? </li></ul>
  3. 3. Questions for today <ul><li>What do you need to know to maximize the impact on your institution? </li></ul><ul><li>What should you be thinking and asking about as it relates to your institution? </li></ul><ul><li>What are strategies for benchmarking and assessing the impact of these tools? </li></ul>
  4. 4. <ul><li>What do you need to know to maximize the impact on your institution? </li></ul>
  5. 5. The world of web 2.0 <ul><li>The web used to be a place where information was provided - now the web is interactive </li></ul><ul><li>Authenticity </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Youtube </li></ul></ul><ul><li>User Generated Content - Comments </li></ul><ul><li>- Rating </li></ul><ul><li>- Share </li></ul>
  6. 7. What are the buzz words we use? <ul><li>CMS </li></ul><ul><li>E-communication </li></ul><ul><li>CRM </li></ul><ul><li>Portals / Online Communities </li></ul><ul><li>Social Networking </li></ul>
  7. 8. CMS <ul><li>Content Management System </li></ul><ul><ul><li>Trend in higher education web redesign </li></ul></ul><ul><ul><li>Costs vary between systems </li></ul></ul><ul><ul><li>Decentralized way to manage web content </li></ul></ul>
  8. 9. E-communication <ul><li>Many different tools and costs </li></ul><ul><li>E-mails / E-postcards / E-newsletters </li></ul><ul><li>Sends and manages mailing lists </li></ul><ul><li>Provides data on opening rates and where recipients click to and from a campaign </li></ul>
  9. 10. CRM <ul><li>Customer Relationship Management </li></ul><ul><li>Many different definitions </li></ul><ul><li>Used by higher ed at varying levels </li></ul><ul><li>Manages interactions between a customer and the institution </li></ul><ul><li>Examples – Amazon & Netflix </li></ul>
  10. 11. Portals & Online Communities <ul><li>Gateway provided by the College </li></ul><ul><li>Multiple audiences use multiple vendors </li></ul><ul><li>Different look and feel from public website </li></ul><ul><li>Personalized </li></ul><ul><li>Provides Services </li></ul>
  11. 12. Social Networking <ul><li>Networking opportunity offered by a third party </li></ul><ul><li>All audiences are participating </li></ul><ul><li>Examples – Facebook / mySpace </li></ul><ul><ul><li>Gettysburg Class of 2012 – 131 members </li></ul></ul><ul><ul><li>Gettysburg College Alumni – Over 800 members </li></ul></ul>
  12. 13. <ul><li>What do you need to know to maximize the impact on your institution? </li></ul><ul><li>Questions/Discussion </li></ul>
  13. 14. <ul><li>What should you be thinking and asking about as it relates to your institution? </li></ul>
  14. 15. Gettysburg College Web Decision Making Philosophy <ul><li>Strategic </li></ul><ul><ul><li>What technologies give us the most return on the investment of our time and money? </li></ul></ul><ul><li>Execution </li></ul><ul><ul><li>What can we execute well? </li></ul></ul>
  15. 16. How do we execute the philosophy? <ul><li>Resources </li></ul><ul><ul><li>How do we take advantage of current resources? </li></ul></ul><ul><ul><li>Do they need to be realigned? </li></ul></ul><ul><ul><li>Which ones do we need to advocate for? </li></ul></ul><ul><li>Data and Assessment </li></ul><ul><ul><li>Data (user data & focus groups) drives decision making </li></ul></ul><ul><ul><li>Use benchmark data to assess decisions </li></ul></ul>
  16. 17. Gettysburg Timeline <ul><li>Dec 2004 – Presidential decision to redesign web </li></ul><ul><li>June 2006 – Launched new redesign/CMS </li></ul><ul><li>June 2006 – Added Web Communications Office / web budget </li></ul><ul><li>2006 – 07 School Year – Started incorporating video & podcasting </li></ul><ul><li>May 2007 – Added integrated E-communication tools </li></ul><ul><li>July 2007- Realigned communications resources to support web </li></ul><ul><li>Fall 2007 – Launched CRM prospective students/alumni </li></ul><ul><li>Winter 2007/Spring 2008 – Starting to add Web 2.0 tools </li></ul>
  17. 18. Where are the gaps? <ul><li>Intentionally </li></ul><ul><ul><li>Social Networking </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><li>We can’t execute </li></ul><ul><ul><li>Print to Digital </li></ul></ul><ul><ul><li>Print on demand </li></ul></ul>
  18. 19. What can we do better? <ul><li>Video </li></ul><ul><ul><li>Using youTube </li></ul></ul><ul><ul><li>More Authentic </li></ul></ul><ul><li>Connecting print and web </li></ul><ul><ul><li>Reusing content </li></ul></ul><ul><ul><li>Alumni Magazine </li></ul></ul>
  19. 20. <ul><li>What should you be thinking and asking about as it relates to your institution? </li></ul><ul><li>Questions/Discussion </li></ul>
  20. 21. <ul><li>What are strategies for benchmarking and assessing the impact of these tools? </li></ul>
  21. 22. User Data <ul><li>Hits - Unique visitors - Time on site </li></ul>
  22. 23. Macro Data
  23. 24. Detailed Data
  24. 25. Other Data <ul><li>How do we measure success of redesign? </li></ul><ul><ul><li>15% increase in applications for admission </li></ul></ul><ul><ul><li>133% increase in number of online gifts </li></ul></ul><ul><ul><li>85% increase in total amount of online gifts </li></ul></ul><ul><ul><li>75% increase in Conservatory Auditions </li></ul></ul>
  25. 26. Focus Group Data <ul><li>Prospective Students </li></ul><ul><li>Current Students </li></ul><ul><li>Faculty </li></ul><ul><li>Staff </li></ul><ul><li>Alumni </li></ul>
  26. 27. <ul><li>What are strategies for benchmarking and assessing the impact of these tools? </li></ul><ul><li>Questions/Discussion </li></ul>
  27. 28. Questions for today <ul><li>What do you need to know to maximize the impact on your institution? </li></ul><ul><li>What should you be thinking and asking about as it relates to your institution? </li></ul><ul><li>What are strategies for benchmarking and assessing the impact of these tools? </li></ul>
  28. 29. Thank you <ul><li>Questions / Discussion </li></ul><ul><li>Paul Redfern </li></ul><ul><li>Director of Web Communications & Electronic Media </li></ul><ul><li>Gettysburg College </li></ul><ul><li>[email_address] </li></ul>
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