Digital Strategy Report Card: Is your EDU passing or failing?
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This document provides a report card assessing the digital strategy of universities. It covers 6 subjects: leadership, content strategy, web governance, user experience, CMS & technology, and measurement. Each subject is rated on a scale from A to C, with A being the highest. The document emphasizes the importance of digital strategy and having strong leadership, a unified content strategy, good web governance, a user-centered experience, an appropriate CMS and technology, and an effective measurement strategy. It uses humor and examples to illustrate what different ratings might represent.
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Digital Strategy Report Card: Is your EDU passing or failing?
- 1. The Digital Strategy Report Card Is your EDU passing or failing? #eduWEB 2011 Jeff Cram, ISITE Design
- 4. The backdrop
- 11. What does this mean?
- 12. The digital goal posts are moving... Source: http://www.flickr.com/photos/georgehoffman/168099742/sizes/l/in/photostream/
- 13. We’re moving the digital goal post …beyond the university website
- 14. Digital is moving to the center of the University University University Marketing/ Digital IT Comm. Strategy Web Past Future
- 15. Putting digital in perspective
- 17. Keeping the campus lights on… Source: http://www.uvic.ca/facilities/assets/images/graphics/facilities-org-chart.png
- 18. ..but who’s keeping the digital lights on? Source: skillset.org
- 19. History of Team Excellence During the past 10 years, Facilities Division has been engaged in a program entitled TEAM Excellence. Program goals are to improve communications at work, provide better customer service and make everyone’s job more enjoyable. Over time this program has evolved to become a transformation of culture. On March 14, 2001, Facilities Division leaders, a group of 35, introduced the entire staff to the program. Later that month, the leadership group received facilitator training to lead 50 idea generation workshops for the more than 600 employees. The workshops generated many new ideas. Source: http://www.ncsu.edu/facilities/team/index.htm
- 21. “A budget in excess of $200 million per year, a capital budget in excess of $1 billion, and the management of more than 240 buildings and 13 million gross square feet”
- 22. What would your digital team do with an extra million dollars? What about $5 million?
- 23. The Digital Strategy Report Card Is your .EDU passing or failing?
- 24. (not strategy)
- 25. 1. Leadership I will not make fun of the Chancellor for thinking YouTube is a new water park I will not make fun of the Chancellor for thinking YouTube is a new water park I will not make fun of the Chancellor for thinking YouTube is a new water park I will not make fun of the Chancellor for thinking YouTube is a new water park I will not make fun of the Chancellor for thinking YouTube is a new water park I will not make fun of the Chancellor for thinking YouTube is a new water park I will not make fun of the Chancellor for thinking YouTube is a new water park I will not make fun of the Chancellor for thinking YouTube is a new water park I will not make fun of the Chancellor for thinking YouTube is a new water park I will not make fun of the Chancellor for thinking YouTube is a new water park I will not make fun of the Chancellor for thinking YouTube is a new water park I will not make fun of the Chancellor for thinking YouTube is a new water park I will not make fun of the Chancellor for thinking YouTube is a new water park
- 27. Digital Strategy Report Card fall semester Subject: Leadership A Strong executive leader & digital evangelist with mandate & authority to drive digital change B Strong digital department leader with vision but no meaningful executive support C Digital department leader happy with the status quo
- 28. 2. Content Strategy I will not leave Lorem Ipsum as the final content on our live web pages I will not leave Lorem Ipsum as the final content on our live web pages I will not leave Lorem Ipsum as the final content on our live web pages I will not leave Lorem Ipsum as the final content on our live web pages I will not leave Lorem Ipsum as the final content on our live web pages I will not leave Lorem Ipsum as the final content on our live web pages I will not leave Lorem Ipsum as the final content on our live web pages I will not leave Lorem Ipsum as the final content on our live web pages I will not leave Lorem Ipsum as the final content on our live web pages I will not leave Lorem Ipsum as the final content on our live web pages I will not leave Lorem Ipsum as the final content on our live web pages I will not leave Lorem Ipsum as the final content on our live web pages I will not leave Lorem Ipsum as the final content on our live web pages I will not leave Lorem Ipsum as the final content on our live web pages I will not leave Lorem Ipsum as the final content on our live web pages
- 30. Newsletter 20,000 Subscribers Website 675+ videos iTunes U
- 31. Digital Strategy Report Card fall semester Subject: Content Strategy A Centralized university content strategy with dedicated owner(s) amplifying distributed teams B Established content strategy function but lack of empowerment of campus contributors C No whiff of a content strategy, but aspiration and desire to grow the capabilities
- 32. 3. Web Governance I will not stick my tongue out at the Dean of Engineering in the web meeting I will not stick my tongue out at the Dean of Engineering in the web meeting I will not stick my tongue out at the Dean of Engineering in the web meeting I will not stick my tongue out at the Dean of Engineering in the web meeting I will not stick my tongue out at the Dean of Engineering in the web meeting I will not stick my tongue out at the Dean of Engineering in the web meeting I will not stick my tongue out at the Dean of Engineering in the web meeting I will not stick my tongue out at the Dean of Engineering in the web meeting I will not stick my tongue out at the Dean of Engineering in the web meeting I will not stick my tongue out at the Dean of Engineering in the web meeting I will not stick my tongue out at the Dean of Engineering in the web meeting I will not stick my tongue out at the Dean of Engineering in the web meeting I will not stick my tongue out at the Dean of Engineering in the web meeting I will not stick my tongue out at the Dean of Engineering in the web meeting
- 34. Digital Strategy Report Card fall semester Subject: Web Governance A Strong cross-University web council with ability to prioritize & make decisions B Established web council which keeps the peace more than it takes action C Informal alliances with ad hoc collaboration (and folks generally pretend to like each other)
- 35. 4. User Experience I will not hide my most important content on purpose as a game for site visitors I will not hide my most important content on purpose as a game for site visitors I will not hide my most important content on purpose as a game for site visitors I will not hide my most important content on purpose as a game for site visitors I will not hide my most important content on purpose as a game for site visitors I will not hide my most important content on purpose as a game for site visitors I will not hide my most important content on purpose as a game for site visitors I will not hide my most important content on purpose as a game for site visitors I will not hide my most important content on purpose as a game for site visitors I will not hide my most important content on purpose as a game for site visitors I will not hide my most important content on purpose as a game for site visitors I will not hide my most important content on purpose as a game for site visitors I will not hide my most important content on purpose as a game for site visitors I will not hide my most important content on purpose as a game for site visitors
- 36. Mapping the student journey Source: http://wagner.nyu.edu/students/journey/guide.php
- 37. Digital Strategy Report Card fall semester Subject: User Experience A User research inspired digital experiences mapped across entire visitor journey B Working personas of key stakeholders and a unified approach to information architecture C Solid website information architecture with limited (or no) research
- 38. 5. CMS & Technology I will not destroy my CMS with a baseball bat again (without a good reason) I will not destroy my CMS with a baseball bat again (without a good reason) I will not destroy my CMS with a baseball bat again (without a good reason) I will not destroy my CMS with a baseball bat again (without a good reason) I will not destroy my CMS with a baseball bat again (without a good reason) I will not destroy my CMS with a baseball bat again (without a good reason) I will not destroy my CMS with a baseball bat again (without a good reason) I will not destroy my CMS with a baseball bat again (without a good reason) I will not destroy my CMS with a baseball bat again (without a good reason) I will not destroy my CMS with a baseball bat again (without a good reason) I will not destroy my CMS with a baseball bat again (without a good reason) I will not destroy my CMS with a baseball bat again (without a good reason) I will not destroy my CMS with a baseball bat again (without a good reason) I will not destroy my CMS with a baseball bat again (without a good reason)
- 40. Digital Strategy Report Card fall semester Subject: CMS & Technology A Unified CMS & marketing tools with centralized support & flexibility for extended groups B CMS with solid architecture and open standards but limited centralized support C Serviceable CMS, but IT–centric management, not aligned to UX and content strategy
- 41. 6. Measurement I will not make paper airplanes out of my printed out Google Analytics reports I will not make paper airplanes out of my printed out Google Analytics reports I will not make paper airplanes out of my printed out Google Analytics reports I will not make paper airplanes out of my printed out Google Analytics reports I will not make paper airplanes out of my printed out Google Analytics reports I will not make paper airplanes out of my printed out Google Analytics reports I will not make paper airplanes out of my printed out Google Analytics reports I will not make paper airplanes out of my printed out Google Analytics reports I will not make paper airplanes out of my printed out Google Analytics reports I will not make paper airplanes out of my printed out Google Analytics reports I will not make paper airplanes out of my printed out Google Analytics reports I will not make paper airplanes out of my printed out Google Analytics reports I will not make paper airplanes out of my printed out Google Analytics reports
- 42. “The rate at which organizations learn may become the only sustainable source of competitive advantage” Ray Stata - MIT Sloan Management Review
- 43. Measurement maturity Action Goal-driven orientation scorecards connect Dashboards relevant data surface all from multiple Reporting data sources focus Data collection
- 44. Digital Strategy Report Card fall semester Subject: Measurement A Measurement strategy aligned to University goals with ongoing optimization efforts B Web analytics reporting in place with dashboard regularly shared C We tossed the Google Analytics tag on the site, but nobody has time to look at the data
- 46. Thank you Jeff Cram ISITE Design 617-401-2295 jcram@isitedesign.com Twitter: @jeffcram www.isitedesign.com ISITE Insight delivered every full moon www.isitedesign.com/insight (special August .EDU focused edition)