The	
  Role	
  of	
  Digital	
  Strategy	
  in	
  External	
  PorSolios	
  
Jennifer Chesney
Associate Vice-President, Uni...
Who owns Digital Strategy at your university?
A. IT
B. Everybody; we kind of wing it
C. An intern, when I’ve got budget fo...
Who owns Digital Strategy?
“The reality is some things will fail, but we need them to fail
fast. And then we can build it ...
Who owns Digital Strategy?
You do.

Digital Strategy impacts more external (and internal)
stakeholders more frequently and...
The Power of Digital Strategy
UAlberta.ca: 9M+ pageviews per month and growing
The Power of Digital Strategy
Numbers to ponder…
9M pageviews per month on @3M visitors
@100,000 visitors per day
100,000 ...
The Power of Digital Strategy: Everything can be measured
Study here
Apply now  Accepted  Registered  Attended  Gradua...
The Power of Digital Strategy:
More numbers to ponder…Social Media
Twitter Reach: 48 hours of one UAlberta event

Twitter ...
Who owns Digital Strategy?
You do.

This isn’t IT.
This is sales, marketing, product development and
community engagement ...
Founding Vision and Goals 2010:
To become one of the best examples of a
post-secondary digital learning environment
enable...
Business & Academic Goals Fulfillment
Performance and Optimization
User Engagement & Loyalty
Web/mobile strategy
Digital a...
University Digital Strategy Org Structure
Digital Analytics
Portfolio Management
Development & Design

Keep it lean. (smal...
Leaders
Project Managers
Team Leads
Designers
Developers
User Experience
Quality Assurance
Analysts
Come	
  Together	
  .	...
Collect Data	


Analyze Data / Report	


Find an issue	


Feedback	


Investigate / Insight	


Recommend Solution	


Ident...
Responsive Design
Collect Data	


Analyze Data / Report	


Find an issue	


Feedback	


Monitor
success
metrics	


Investigate / Insight	


...
So what?at your university?

RESULTS
UAlberta.ca Ecosystem
International & Organic Search Trends
Mobile & Social Media Visits Trends
Like sourdough starter…at your university?

Digital Donations
Digital Donations Trend
Focus on
conversion tactics
leads to increase
in number and
size of donations
via web and
social m...
Digital Donations Trend
Number of donations
via digital overall:
+  84% 2011 vs. 2010
+  45% 2012 vs. 2011
Digital Donations Trend
Significant jumps
in digital
donations 2012
vs. 2010
Huge opportunity
for:
Long Tail Giving
Crowdf...
Digital Donations Trend - Mobile

Number of donations via
mobile:
+  2,899% 2011 vs. 2010
+  101% 2012 vs. 2011
Digital Donation Trend - Mobile

Mobile donations by Source
by Year:
•  $73 avg per social media
•  $106 avg per ualberta....
2010 International Digital Donations
Total by country
2011 International Digital Donations
Total by country
2012 International Digital Donations
Total by country
2013
•  Online Visioning Report
•  Digital Learning Pilots R&D
•  Pedagogy & Machine Learning Research
Memorandum of Under...
Digital Learning Environment & Products
My Vision Quest

Every Canadian university has Digital Strategy in
its external portfolio.
Digital Strategy units particip...
Thank you
Jennifer Chesney
Associate Vice-President, University Digital Strategy
Twitter: @JGChesney #UAlberta
Email: jche...
The Role of Digital Strategy in External Portfolios
The Role of Digital Strategy in External Portfolios
The Role of Digital Strategy in External Portfolios
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The Role of Digital Strategy in External Portfolios

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This presentation was delivered at the Canadian Council for the Advancement of Education (CCAE) 2013 National Conference in St. John's, Newfoundland and Labrador, June 8-10, 2013.

Description:
Digital Strategy impacts more external (and internal) university stakeholders more frequently and more consistently than any other method of engagement. Learn why digital strategy in the external portfolios (university/external relations and advancement) is critical to the success of every university’s strategic goals, how to create a digital strategy unit at your university, and how to measure its overall performance and efficacy for the university

Outcomes:
1. Discover the opportunities for the modern university in strategic creation of an institutional Digital Strategy.
2. Recognize how changes in higher education require institutional Digital Strategy for Canadian universities.
3. Develop a three-prong approach for successfully implementing institutional Digital Strategy across a complex landscape.
4. Review success stories based on quantitative analytics and understand how to continuously optimize your institutional Digital Strategy.

Published in: Education, Technology, Business
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The Role of Digital Strategy in External Portfolios

  1. 1. The  Role  of  Digital  Strategy  in  External  PorSolios   Jennifer Chesney Associate Vice-President, University Digital Strategy Twitter: @JGChesney #UAlberta Email: jchesney@ualberta.ca St. John’s NF & L│ June 8-10 juin, 2013 Come  Together  .  .  .  Right  Now!   Sharing  ideas  on  the  changing  seascape  of  advancement   2013  CCAE  Na6onal  Conference   St.  John's,  Newfoundland  and  Labrador,  June  8  –  10,  2013   Rassemblons-­‐nous...  Maintenant!   Pour  échanger  des  idées  sur  les  courants  changeants  en  avancement     Congrès  na6onal  2013   St.  John's  (Terre-­‐Neuve-­‐et-­‐Labrador)  du  8  au  10    juin  2013   1
  2. 2. Who owns Digital Strategy at your university? A. IT B. Everybody; we kind of wing it C. An intern, when I’ve got budget for one D. Don’t get me started… Reality Check
  3. 3. Who owns Digital Strategy? “The reality is some things will fail, but we need them to fail fast. And then we can build it back up faster.” “In that world, we have no value in a corporate CIO, because all departments are different. We want to focus on users. “Agile shouldn’t apply just to services, but to the culture. We want to look externally and see what we can deliver.” - Stephen Kelly, Chief Operating Officer, HM Government April 2013, PublicTechnology.net From “Agile Government: What the Scrapping of CIO means to digital strategy” http://www.publictechnology.net/features/agile-government-what-scrapping-cio-means-digital-strategy/37649
  4. 4. Who owns Digital Strategy? You do. Digital Strategy impacts more external (and internal) stakeholders more frequently and more consistently than any other method of engagement.
  5. 5. The Power of Digital Strategy UAlberta.ca: 9M+ pageviews per month and growing
  6. 6. The Power of Digital Strategy Numbers to ponder… 9M pageviews per month on @3M visitors @100,000 visitors per day 100,000 visitors to engage, inspire, make proud to study here to work here to give Every. Single. Day.
  7. 7. The Power of Digital Strategy: Everything can be measured Study here Apply now  Accepted  Registered  Attended  Graduated Work here Apply now  Interviewed  Hired  Years of Service Give to us Give now  Online donation/call leads Volunteer  Projects/time volunteered Mentor  Mentee success stories
  8. 8. The Power of Digital Strategy: More numbers to ponder…Social Media Twitter Reach: 48 hours of one UAlberta event Twitter Reach: total number of Twitter users who have received the tweet in their feed
  9. 9. Who owns Digital Strategy? You do. This isn’t IT. This is sales, marketing, product development and community engagement on steroids.
  10. 10. Founding Vision and Goals 2010: To become one of the best examples of a post-secondary digital learning environment enabled by our web, mobile, social networks and IT systems capabilities. 1. Champion interdisciplinary knowledge sharing 2. Empower student and staff innovation 3. Commit to audience-centric design 4. Build for the mobile, connected community Come  Together  .  .  .  Right  Now!   Sharing  ideas  on  the  changing  seascape  of  advancement   2013  CCAE  Na6onal  Conference   St.  John's,  Newfoundland  and  Labrador,  June  8  –  10,  2013   Rassemblons-­‐nous...  Maintenant!   Pour  échanger  des  idées  sur  les  courants  changeants  en  avancement     Congrès  na6onal  2013   St.  John's  (Terre-­‐Neuve-­‐et-­‐Labrador)  du  8  au  10    juin  2013   University Digital Strategy 10
  11. 11. Business & Academic Goals Fulfillment Performance and Optimization User Engagement & Loyalty Web/mobile strategy Digital analytics & advertising strategy Social Media mash-up strategy Digital learning environment & products Come  Together  .  .  .  Right  Now!   Sharing  ideas  on  the  changing  seascape  of  advancement   2013  CCAE  Na6onal  Conference   St.  John's,  Newfoundland  and  Labrador,  June  8  –  10,  2013   Rassemblons-­‐nous...  Maintenant!   Pour  échanger  des  idées  sur  les  courants  changeants  en  avancement     Congrès  na6onal  2013   St.  John's  (Terre-­‐Neuve-­‐et-­‐Labrador)  du  8  au  10    juin  2013   Digital Strategy Catalogue 11
  12. 12. University Digital Strategy Org Structure Digital Analytics Portfolio Management Development & Design Keep it lean. (small core team; contractors as needed) Set digital strategy goals to help meet institutional goals. Provide digital services at no cost to all faculties/units.
  13. 13. Leaders Project Managers Team Leads Designers Developers User Experience Quality Assurance Analysts Come  Together  .  .  .  Right  Now!   Sharing  ideas  on  the  changing  seascape  of  advancement   2013  CCAE  Na6onal  Conference   St.  John's,  Newfoundland  and  Labrador,  June  8  –  10,  2013   Rassemblons-­‐nous...  Maintenant!   Pour  échanger  des  idées  sur  les  courants  changeants  en  avancement     Congrès  na6onal  2013   St.  John's  (Terre-­‐Neuve-­‐et-­‐Labrador)  du  8  au  10    juin  2013   Digital Strategy Team Roles 13
  14. 14. Collect Data Analyze Data / Report Find an issue Feedback Investigate / Insight Recommend Solution Identify success metrics Improve “?”
  15. 15. Responsive Design
  16. 16. Collect Data Analyze Data / Report Find an issue Feedback Monitor success metrics Investigate / Insight Recommend Solution Identify success metrics Build re predictions Strategies / Tactics Improve “?”
  17. 17. So what?at your university? RESULTS
  18. 18. UAlberta.ca Ecosystem
  19. 19. International & Organic Search Trends
  20. 20. Mobile & Social Media Visits Trends
  21. 21. Like sourdough starter…at your university? Digital Donations
  22. 22. Digital Donations Trend Focus on conversion tactics leads to increase in number and size of donations via web and social media.
  23. 23. Digital Donations Trend Number of donations via digital overall: +  84% 2011 vs. 2010 +  45% 2012 vs. 2011
  24. 24. Digital Donations Trend Significant jumps in digital donations 2012 vs. 2010 Huge opportunity for: Long Tail Giving Crowdfunding Microcampaigns
  25. 25. Digital Donations Trend - Mobile Number of donations via mobile: +  2,899% 2011 vs. 2010 +  101% 2012 vs. 2011
  26. 26. Digital Donation Trend - Mobile Mobile donations by Source by Year: •  $73 avg per social media •  $106 avg per ualberta.ca •  $96 avg per direct link to online giving form
  27. 27. 2010 International Digital Donations Total by country
  28. 28. 2011 International Digital Donations Total by country
  29. 29. 2012 International Digital Donations Total by country
  30. 30. 2013 •  Online Visioning Report •  Digital Learning Pilots R&D •  Pedagogy & Machine Learning Research Memorandum of Understanding with Udacity Coming Soon •  Synchronous blended learning best practices •  First MOOC: Dino101 (Dinosaur Paleobiology) •  Cross-university digital collaboration Digital Learning Environment & Products
  31. 31. Digital Learning Environment & Products
  32. 32. My Vision Quest Every Canadian university has Digital Strategy in its external portfolio. Digital Strategy units participate in provincial, national, and international collaborations. How do we get there? What is holding us back? How can we help each other?
  33. 33. Thank you Jennifer Chesney Associate Vice-President, University Digital Strategy Twitter: @JGChesney #UAlberta Email: jchesney@ualberta.ca Come  Together  .  .  .  Right  Now!   Sharing  ideas  on  the  changing  seascape  of  advancement   2013  CCAE  Na6onal  Conference   St.  John's,  Newfoundland  and  Labrador,  June  8  –  10,  2013   Rassemblons-­‐nous...  Maintenant!   Pour  échanger  des  idées  sur  les  courants  changeants  en  avancement     Congrès  na6onal  2013   St.  John's  (Terre-­‐Neuve-­‐et-­‐Labrador)  du  8  au  10    juin  2013   36

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