The digital campus

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The global digital landscape is driving everyone towards becoming a lifelong learner. This represents the biggest opportunity that the sector has seen since its inception. All contemporary digital threats can be met by universities, if they compete. The Digital Campus explores how a change of mind-set along with a digital campus can offer universities the opportunity to ensure that they can compete and excel in the contemporary digital environment. And it also offers an answer to an age old problem – how to maintain and leverage a vibrant university community after its members leave the campus. - See more at: http://precedent.co.uk/our-thinking/reports/the-digital-campus#sthash.DtIXHSEn.dpuf

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The digital campus

  1. 1. THE DIGITAL CAMPUS Digital transformation for Higher Education and beyond MARK SHERWIN, GLOBAL COMMERCIAL DIRECTOR HONG KONG – 4 November 2013
  2. 2. LONDON PERTH EDINBURGH MELBOURNE CARDIFF HONG KONG
  3. 3. Some of our Higher Education Clients
  4. 4. Some of our Higher Education Clients
  5. 5. Our broader experience
  6. 6. We research our sectors New Brand Universities Alumni Universities Third Sector NHS Globalisation Financial Services Cross- sector
  7. 7. WE ARE EVOLVING FROM A MARKETING CENTRIC TO BUSINESS WIDE VIEW OF THE WEB The Website Web strategy Digital strategy Digital transformation Business-wide impact Marketing centric
  8. 8. THOSE ORGANISATIONS THAT DO NOT FUNDAMENTALLY TRANSFORM ARE RAPIDLY BECOMING IRRELEVANT
  9. 9. DIGITAL TRANSFORMATION IS ABOUT FUNDAMENTAL CHANGE IF YOU THINK BEING 'IN E-BUSINESS' MEANS SUTURING ON AN E-COMMERCE APPENDAGE TO YOUR BODY CORPORATE, THEN THINK AGAIN. WE PROMISE YOU THAT WON'T WORK... YOU'VE GOT TO BE PREPARED TO LET THAT E-BUSINESS COMMITMENT RIPPLE THROUGH AND SHAKE UP THAT BODY CORPORATE. AND LIKE AN 8.0 EARTHQUAKE, YOU MUST BE PREPARED FOR THE REARRANGEMENT THAT WILL INEVITABLY OCCUR. Keyur Patel & Mary Mccarthy | Digital Transformation, 2000
  10. 10. TODAY WE WILL EXPLORE WHAT IT MEANS TO ACHIEVE DIGITAL TRANSFORMATION DIGITAL TRANSFORMATION REFERS TO THE CHANGES ASSOCIATED WITH THE APPLICATION OF DIGITAL TECHNOLOGY IN ALL ASPECTS OF HUMAN SOCIETY. DIGITAL TRANSFORMATION MAY BE THOUGHT AS THE THIRD STAGE OF EMBRACING DIGITAL TECHNOLOGIES: DIGITAL COMPETENCE -> DIGITAL LITERACY -> DIGITAL TRANSFORMATION. THE LATTER STAGE MEANS THAT DIGITAL USAGES INHERENTLY ENABLE NEW TYPES OF INNOVATION AND CREATIVITY IN A PARTICULAR DOMAIN, RATHER THAN SIMPLY ENHANCE AND SUPPORT THE TRADITIONAL Wikipedia | ‘Digital Transformation’
  11. 11. AND THERE IS NO POINT IN SIMPLY WAITING TO SEE WHAT OTHERS DO Innovators 2.5% Early Adopters 13.5% Early Majority 34% Keyur Patel & Mary Mccarthy | Digital Transformation, 2000 Late Majority 34% Laggards 16%
  12. 12. THOSE WHO DO NOT INNOVATE WILL FALL IRREVOCABLY BEHIND Innovators 2.5% Early Adopters 13.5% Early Majority 34% Keyur Patel & Mary Mccarthy | Digital Transformation, 2000 Late Majority 34% Laggards 16%
  13. 13. 5 KEY THEMES 1. Customer service, the missing link 2. Harnessing the wisdom of crowds 3. New money models 4. The tricorder 5. The Internet of things, and big data
  14. 14. 5 KEY THEMES 1. Customer service, the missing link 2. Harnessing the wisdom of crowds 3. New money models 4. The tricorder 5. The Internet of things, and big data
  15. 15. DESIRE INTEREST ADVOCACY INVOLVEMENT The AIDA reflection | Mark Sherwin, Precedent 2013 ACTION DELIVERY AWARENESS MARKETING CAN NO LONGER SIMPLY FOCUS ON AIDA IT MUST FOCUS ON AIDA AND ITS REFLECTION
  16. 16. LOVEFILM – FAILING AT THE FINAL HURDLE
  17. 17. OPTICAL EXPRESS - NOT JUST AN AGGRESSIVE ACQUISITION MODEL
  18. 18. OPTICAL EXPRESS - DELIVERY
  19. 19. OPTICAL EXPRESS - INVOLVEMENT
  20. 20. OPTICAL EXPRESS - ADVOCACY
  21. 21. OPTICAL EXPRESS - AIDA REFLECTION
  22. 22. TECHNOLOGY ENABLED CUSTOMER SERVICES
  23. 23. TECHNOLOGY ENABLED CUSTOMER SERVICES
  24. 24. TECHNOLOGY ENABLED CUSTOMER SERVICES
  25. 25. ENHANCING HUMAN INTERACTION?
  26. 26. 5 KEY THEMES 1. Customer service, the missing link 2. Harnessing the wisdom of crowds 3. New money models 4. The tricorder 5. The Internet of things, and big data
  27. 27. DIGITAL OFFERS NEW SOURCES OF INNOVATION AND APPLICATION
  28. 28. IDEA GENERATION - LEGO
  29. 29. OPERATIONAL RUNNING - GIFF GAFF
  30. 30. 5 KEY THEMES 1. Customer service, the missing link 2. Harnessing the wisdom of crowds 3. New money models 4. The tricorder 5. The Internet of things, and big data
  31. 31. WE ARE MOVING FROM A PRODUCT TO SUBSCRIPTION ECONOMY
  32. 32. AND A WORLD WHERE MICRO-PAYMENTS HAVE USURPED CAPITAL EXPENDITURE
  33. 33. APPLYING SUBSCRIPTION AND MICRO-PAYMENT THINKING TO FUNDRAISING
  34. 34. 5 KEY THEMES 1. Customer service, the missing link 2. Harnessing the wisdom of crowds 3. New money models 4. The tricorder 5. The Internet of things, and big data
  35. 35. EVERY EMPLOYEE WITH MORE COMPUTING POWER AT THEIR FINGER TIPS THAN THE SPACE SHUTTLE. ANYTIME…ANYWHERE
  36. 36. CONVERGENCE PUTS INCREDIBLE POWER IN THE PALM OF OUR HAND Wired UK | 20 Years of Wired | June 2013
  37. 37. THEY ALSO OFFER THE OPPORTUNNITY TO PROVIDE NEW VIEWS ON TO EXISTING DATA USING CONTEXT TO STREAMLINE EXPERIENCES
  38. 38. INTEGRATING DIGTAL WITH THE PHYSICAL WORLD (PHYGITAL) CREATE INNOVATIVE NEW CUSTOMER SERVICE OPTIONS
  39. 39. TECHNOLOGY ENABLED SERVICE EXPERIENCES
  40. 40. TECHNOLOGY ENABLED SERVICE EXPERIENCES
  41. 41. TECHNOLOGY ENABLED SERVICE EXPERIENCES
  42. 42. 5 KEY THEMES 1. Customer service, the missing link 2. Harnessing the wisdom of crowds 3. New money models 4. The tricorder 5. The Internet of things, and big data
  43. 43. THE INTERNET OF THINGS CREATES HUGE OPPORTUNITY FOR NEW INTERACTIONS
  44. 44. THE INTERNET OF THINGS CREATES HUGE OPPORTUNITY FOR NEW INTERACTIONS Use case from The New Digital Age | Schmidt and Cohen 2013
  45. 45. WHILST PERSONAL DEVICES MAY IN FACT MAKE UP AN INTERNET OF THINGS, COMMERCIAL AND MUNICIPAL APPLICATIONS HAVE MUCH WIDER DATA OPPORTUNITIES
  46. 46. AS THESE DEVICES STORE DATA IN THE CLOUD WE WILL HAVE ACCESS TO MORE DATA ABOUT OUR WORLD THAN EVER BEFORE
  47. 47. AND BIG DATA IS TRANFORMING WHAT WE KNOW ABOUT AND HOW WE CAN ADAPT OUR LIVES Mobile phone data redraws bus routes in Africa, BBC | http://www.bbc.co.uk/news/technology-22357748
  48. 48. BUT HOW DOES THIS RELATE TO THE WORLD OF HIGHER EDUCATION?
  49. 49. The solid classical buildings of great universities may look permanent but the storms of change now threaten them. Lawrence Summers President Emeritus, Harvard University An Avalanche is Coming: Higher Education and the Revolution Ahead
  50. 50. The Digital Threat Knowledge.
  51. 51. The Digital Threat Reach.
  52. 52. The Digital Threat Relevance.
  53. 53. Google is in on the act
  54. 54. Nations are waking up to the threat and opportunnities
  55. 55. New paradigms are being created at grassroots level
  56. 56. And the results can exceed all expectation
  57. 57. On the education side you could say if we can get them in, retain them and make sure they graduate then that’s good enough, but that is a 1000 year old business model – the world looks different today. Claes Mansson Director, ICT Strategic Investment Programme at Monash University
  58. 58. An age-old problem PROSPECT LEARNER PROFESSIONAL ADVOCATE
  59. 59. Current state - prospect
  60. 60. Current state - learner
  61. 61. Current state - alumni 
  62. 62. Current state – professional
  63. 63. A single online customer experience Promoting Engaging LEARNER PROSPECT Finding courses Websi te Help with the basics Finding their way Mobile Key date reminders Supporting and giving Keeping in touch Supporting and promoting Share the experience Offers and discounts Networking Library renewal News & events News and results Careers news Administrative support ADVOCATE Continued access Finding likeminded students Showing to friends Retaining Professional development E-learning E-resources Insider knowledge Social Connecting PROFESSIONAL Learning the ropes Seeking opinions Email Supporting Networking and directory Major updates Campaigns
  64. 64. The global digital landscape is driving everyone towards becoming a lifelong learner. This represents the biggest opportunity that the sector has seen since its inception The Digital Campus – The online future for Higher Education
  65. 65. So what is a digital campus? A single online environment open to all that offers a single customer view that is personalised to their current interests and relationship with the university. A place they become reliant upon to support their lifelong learning and development, encouraging and rewarding continual involvement. Ultimately a community and ecosystem that transcends traditional boundaries of a university. .
  66. 66. So what is a digital campus? STRENGTH OF RELATIONSHIP LEARNER Digital campus PROFESSIONAL ADVOCATE Physical campus PROSPECT TIME
  67. 67. PROSPECT
  68. 68. LEARNER
  69. 69. PROFESSIONAL
  70. 70. ADVOCATE
  71. 71. COPE - Content not websites Remits: PROSPECT LEARNER ADVOCATE The digital campus | @Precedentcomms | © Precedent 2013 Corporate Communications, Press Office, Marketing , Research, Biolo gy Faculty, Student Recruitment, Stu dent Services, Alumni Relations, Develo pment, and Business and Enterprise.
  72. 72. Not just students Home page Prominent search and search history with a personalised showcase and promotional display of content which is always of interest and relevance to the individual. For you An individual alert system combining practical, important and interesting reminders along with appropriate calls to action. Opportunities Opportunities to engage with internal, and external community members. Connections Interact with other community members Courses The learning or research environment ?
  73. 73. Looking to the future
  74. 74. Nobody’s doing this - right?
  75. 75. Simply put, the HE sector is changing, probably quicker than any other industry I have seen and it is technological change that is driving it. So we have to act now in order to maintain or further establish our place in the market. It is a monumental task, and I struggle to think of any business context that I have ever been in where there has been this much change in parallel and compressed into such a short space of time. Claes Mansson - Director, ICT Strategic Investment Programme at Monash University
  76. 76. Daring to be digital
  77. 77. Daring to be digital DIGITAL TRANSFORMATION DIGITAL TRANSFORMATION
  78. 78. Key enablers Senior Sponsorship and centralised investment Cross Department Digital Executive Technological platform and roadmap
  79. 79. A HERO’S JOURNEY CHANGING THE WAY BUSINESSES CREATE EXPERIENCES INCEPTION You see the need for change. You feel as if more can be done. You’re not sure its your responsibility and the opportunity is bigger than you envisioned. You question your calling. Perhaps you refuse it. Then you meet others who will empower you…stand by you through change. What’s the Future of Business | Brian Solis, 2013
  80. 80. A HERO’S JOURNEY CHANGING THE WAY BUSINESSES CREATE EXPERIENCES TRIBULATION Change is met with hardship. It’s unavoidable. You start to feel the discomfort from leaving your comfort zone. Obstacles will arise; budget constraints, politics, scepticism, tunnel vision, blatant ignorance. Stay true stay focused. Your customers and employees are anxious for you to succeed. What’s the Future of Business | Brian Solis, 2013
  81. 81. A HERO’S JOURNEY CHANGING THE WAY BUSINESSES CREATE EXPERIENCES TRANSFORMATION Buzz and excitement permeates the halls of your business. Employees hear about what you are trying to do, they enquire how to be part of it or how soon they’ll see the fruits of your labour. To hold consensus takes frameworks and processes. This sets the stage for how people, teams, philosophies, and technology will support the transformation. It’s always darkest before dawn. There will be pushback, more and more challenges. Keep the team strong, you’ve come too far for that. What’s the Future of Business | Brian Solis, 2013
  82. 82. A HERO’S JOURNEY CHANGING THE WAY BUSINESSES CREATE EXPERIENCES REALISATION To call this the last stage is misleading. Transformation is continual, it becomes part of your business model. Here you learn and adapt accordingly. You lift your head and notice that the people inside and outside of the organisation are noticing change. Change is now constant. Take this moment to revel in your journey. Since you are the hero in this story, your journey is just beginning. What’s the Future of Business | Brian Solis, 2013
  83. 83. A unifying vision The Digital Campus

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