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Developing a Web 2.0 Strategy
 

Developing a Web 2.0 Strategy

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Slides from a talk by ...

Slides from a talk by
Michael Webb on "Developing a Web 2.0 Strategy" given at the Institutional Web Management Workshop (IWMW) 2006 on 14 June 2006.

See http://www.ukoln.ac.uk/web-focus/events/workshops/webmaster-2006/talks/webb/

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  • Good job on Web 2.0. Easy to understand.

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  • outstanding demonstration..convinced me to have a hardlook at my business model..brilliant
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  • Very interesting ppt. The research indicated PPT only contains 30% of information; therefore the 70% valuable information comes from the presenter himself/herself. soEZLecturing.com provides you a chance to record your voice with your PowerPoint presentation and upload to the website. It can share with more readers and also promote your presentation more effectively on soEZLecturing.com.

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    Developing a Web 2.0 Strategy Developing a Web 2.0 Strategy Presentation Transcript

    • A Strategy for Web 2.0 Michael Webb Head of IT and Media Services University of Wales, Newport The work is licensed under a Attribution-NonCommercial-ShareAlike 2.5 licence. Caveats: this excludes the Bebo and Think.Com screenshots. The University of Wales, Newport logo most not be modified in any way.
    • Presentation Overview
      • Very brief Web 2.0 introduction
      • Our starting point – a change of approach to using the web for teaching and learning
      • How and why we changed our IT Strategy to support Web 2.0
      • Technical, teaching and marketing challenges and opportunities
      • How we plan to turn our strategy in a service
    • What do I mean by Web 2.0?
      • “… a second generation of services available on the World Wide Web that lets people collaborate and share information online” (Wikipedia 12 th May 2006)
    • Web for teaching and learning
      • 2003 : We’d reached a crossroads with our (commercial) VLE and had a chance to rethink our strategy.
      • Our Question:
      • “ Which VLE should we use?” Wrong Question!
      • Our Question v2
      • What was our strategic aim for the VLE from a Teaching and Learning Perspective?
      • How do we want our staff and students to interact?
      • Our initial answer:
      • We wanted as many lecturers to make course materials available as possible.
    • myLearning Essentials 1.0
      • Our solution:
      • Build a (technically basic) portal
      • Add in the functionality we wanted
      • Make it so we could add more functionality later
      • (Similar in spirit to the JISC MLE framework but technically much less ambitious!)
    • myLearning Essentials 1.0
      • Functionality:
      • Distribute course material
      • Course discussions
      • Access to documents off-site
      • Access to better web email
      • University news
      • Focus was largely on the University communicating with students
    • myLearning Essentials 1.1
      • A year later added in more functionality, changing the communication flow:
      • Student-to-Student
        • For Sale boards
        • Accommodation wanted/offered etc
      • Student-to-University
        • ‘ Poll of the month’
    • 2004: Time to update the IT Strategy…
      • University's Strategic Aim No.1 :
      • “ To provide the highest quality student experience possible as the highest priority for the University of Wales, Newport”
      • Question : “What is the greatest contribution IT can make to the Student Experience?”
    • What makes a good student experience?
      • Good computing facilities?
      • Reliable service?
      • Friendly support?
      • Good VLE?
      • … ?
      • What else?
    • Time to step back and take a wider view
      • Blogs starting to get media coverage
      • eBay and iTunes entering mainstream
      • “ What Can Internet Technologies Offer” - Brian Kelly – UCISA Conference 2004
      • http://www.ucisa.ac.uk/events/2004/conference/papers/10-kelly
      • “ IM” “Blogs” “Wikis” “FOAF” “Let’s Kill Email”
    • Our conclusion
      • Emerging (Web 2.0) technologies could play an important role in supporting the University’s main strategic aim.
      • i.e. contribute to the overall student experience, not just improve teaching (although hopefully it would do that as well!)
    • Updating the IT Strategy
      • Two important statements made:
      • We will support existing (or emerging) Web 2.0 technologies such as Blogs, Wikis etc
        • Caveats relate to resourcing rather than technical issues
      • 2) We are going to become an adaptive, agile service, and quickly support new technologies.
      • Funding for innovation included in the IT strategy .
    • Turning the strategy into action
      • We needed to learn more.
      • Our approach:
        • Use the technology!
        • Find out what your future students may want
        • Find out what the students are doing
        • Ask the students what they want
    • Using the technology: What did we find out?
      • We set up our own Blogs, Wiki and Jabber services, and used them to discuss the technologies – it worked!
    • What are our future students doing?
      • School children being are introduced to blogging when they are as young as 7 or 8 years old…
      • … see www.think.com as a great example
    • What are our current students doing?
      • Our students use Web 2.0 applications eg. www.bebo.com
      • to form social networks relating to the University.
      • Join it! (although it may make you feel old!)
    • What are our current students are doing (2) ?
      • Student are using freely available web applications to create their own communities.
      • Some presented the University in a good light, others maybe didn’t
    • What do our current students want?
      • myLearning Essentials Poll
      • Showed some level of interest in all technologies:
      • 64% wanted SMS notifications
      • 45% IM
      • 40% Discussion Boards
      • 33% Blogs, wiki, web space, social networking
    • Summary of the things we learnt (1)
      • Students are already using Web 2.0 technologies, both to support their courses and for socials reasons.
      • We can no longer control the University’s web presence, even if we wanted to.
      • Providing these sorts of services is not without risks
      • The risks don’t all go away if we ignore these technologies.
    • Summary of the things we learnt (2)
      • We can change the communication channels:
        • University  Student (1.0)
        • Student  University (1.1)
        • Student  Student (1.1)
        • Staff/Student  Staff/Student (2.0)
        • Staff/Student  The World (2.0)
      • This is exciting from a student experience perspective!
      • The world is changing rapidly and we really do need to change too if our services aren’t going to be boring and irrelevant!
    • Technical/IT Challenges (1)
      • What services, if any do we need to provide?
        • Isn’t it all available out there for free?
        • What ‘value-added’ can/should we provide?
      • Conclusion: We do need to provide some services:
        • At the moment students and staff aren’t all able to ‘just do it’
        • We can provide good user support for beginners
        • We can combine services to create a sense of community
        • There are some important extras that we can add if we provide services ourselves (eg auto creation of RSS feed lists)
    • Technical/IT Challenges (2)
      • Services we think we should provide:
        • Blogs
        • Instant Messaging
        • Wiki(s)
        • RSS enable Forums
        • Photo Galleries
        • SMS texting
        • Web 1.0 space
      • Services we think we should support/encourage
        • Social networking
        • Instant Messaging (external)
    • Technical/IT Challenges (3)
      • How does our technical strategy need to change?
        • Move to open source software? What extra skills do we need?
        • Being more agile and providing services quicker
        • How much change can uses take?
        • Accepting the world of perpetual beta?
        • Standardisation? One package fits all?
    • Teaching and Learning Challenges (1)
      • Do we need to engage academic staff, or is this just a social media?
      • How do we engage academic staff?
        • Find a few advocates – others will be thinking the same thing
        • Give them early access to the technology
        • Ask for their views!
      • How could this technology be used?
        • How does this relate to traditional VLE functionaility?
        • Specific projects - eg Blogs as reflective journals?
      • What about information literacy?
    • Teaching and Learning Challenges (2)
      • How to we stop ‘technology overload’ for academic staff?
        • Many are still getting to grips with our VLE/Web 1.0 technologies
        • We are going to ‘sell’ this is a service for students in the first instance.
      • What sort language do we use to describe these services?
        • Person-centric vs Topic-centric?
        • Asking vs Telling?
        • How do you explain when to use a blog, a wiki or a forum?
    • Marketing Challenges
      • How does this fit into our existing Web 1.0 site?
        • Still a need for this for formal, structured information
      • What if people say ‘the wrong thing’?
        • They will anyway!
        • Hopefully people will present a positive image as well.
      • How do we use this technologies to sell the University?
    • Other issues
      • Clear from our forum experience you need clear guidelines on use
      • Legal issue e.g. libel – need good procedures for removing material if necessary
      • What do we do if it all goes wrong? Make services internal only? Remove them completely?
    • What we plan to do next…
      • Fully deploy Web 2.0 technology!
      • Plans for next academic year:
        • MyCommunity (working title!) – blogs, wikis, RSS enabled forums etc provided to everyone
        • Instant Messenger and SMS Texting services added
        • Research projects on using Web 2.0 technologies for teaching
    • Question and Contact Details
      • Any Questions?
      • Contact details:
      • Email: Michael.Webb@newport.ac.uk
      • Blog: http://blog.newport.ac.uk/blogs/michael