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Perils, Pitfalls, and Pleasures: Moving Print Publications to Life Online <ul><li>Bob Johnson and Jay Collier </li></ul><u...
Who is Bob Johnson? <ul><li>Higher education marketer since 1980s </li></ul><ul><li>Writer of monthly “Your Higher Educati...
Who is Jay Collier? <ul><li>Twenty years developing, managing, producing, and editing programs in educational media commun...
8 key points about the Internet… <ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul><ul><li>Peo...
The Golden Rule… <ul><li>5 seconds to connect </li></ul>Bob Johnson Consulting, LLC
The Peril: Web readers can’t scan your pages <ul><li>If people can’t scan your pages and engage in 5 seconds or less, peop...
The Pitfalls… <ul><li>Need to get print online ASAP </li></ul><ul><li>Want people to see what the print designer intended ...
You can’t scan this annual report… Bob Johnson Consulting, LLC
You can’t scan magazines like this… Bob Johnson Consulting, LLC
“ Flip” technology doesn’t help… http://issuu.com/umson/docs/university_of_maryland_nursing Bob Johnson Consulting, LLC
The Pleasures… <ul><li>Repurpose print for the web… </li></ul><ul><li>Often with blog software </li></ul>Bob Johnson Consu...
Chicago gets it right for years… http://magazine.uchicago.edu/ Bob Johnson Consulting, LLC
Carleton prompts action… http://magazine.carleton.ca/ Bob Johnson Consulting, LLC
Easy to scan annual giving report… https://apps.carleton.edu/giving/report/2009/ Bob Johnson Consulting, LLC
Give people a format choice? http://magazine.jhu.edu/ Bob Johnson Consulting, LLC
“ Blogazine” format works well… http://alfredmagazine.alfred.edu/... http://csumagazine.com/ Bob Johnson Consulting, LLC
Case Study: Bates Co llege
<ul><li>Define vision and goals </li></ul><ul><li>Demonstrate and prototype </li></ul><ul><li>Launch and fine tune </li></...
Define vision and goals
Be dependable –  anywhere, any time, any device Be intuitive –  simple publishing, searching, finding Be helpful –  helpfu...
 
 
Demonstrate and prototype
 
 
 
 
 
 
 
Evaluate costs and benefits
 
 
 
 
 
 
 
bit.ly/wphighed
Questions? <ul><li>Jay Collier  —  jcollier@bates.edu - www.BatesWeb.net </li></ul>
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Perils, Pitfalls, and Pleasures: Moving Print Publications to Life Online

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Reading online is challenging. Reading print publications (alumni magazines, annual reports, admissions viewbooks) placed online in PDF or "flip" technology format is especially challenging.

This presentation with Jay Collier (Bates College) outlines a better way, with examples from several universities that get it "right for the web" and case study details from Bates College.

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Perils, Pitfalls, and Pleasures: Moving Print Publications to Life Online

  1. 1. Perils, Pitfalls, and Pleasures: Moving Print Publications to Life Online <ul><li>Bob Johnson and Jay Collier </li></ul><ul><li>J.Boye Conferences Philadelphia 2010 </li></ul><ul><li>May 4-6 </li></ul>Bob Johnson Consulting, LLC
  2. 2. Who is Bob Johnson? <ul><li>Higher education marketer since 1980s </li></ul><ul><li>Writer of monthly “Your Higher Education Marketing Newsletter” </li></ul><ul><li>Owner… Bob Johnson Consulting, LLC </li></ul><ul><li>Partner w/Gerry McGovern at Customer Carewords, Ltd </li></ul><ul><li>Chair of Symposium for the Marketing of Higher Education, 1994 to 2003 </li></ul><ul><li>Ph.D. in political science (UMass Amherst) </li></ul>Bob Johnson Consulting, LLC
  3. 3. Who is Jay Collier? <ul><li>Twenty years developing, managing, producing, and editing programs in educational media communications </li></ul><ul><li>Web Communications Manager at Bates College </li></ul><ul><li>Previously: Dartmouth, MIT, WGBH, PBS </li></ul><ul><li>B.S., Boston Univ. Coll. of Communications </li></ul><ul><li>M.A., Union Institute and University </li></ul>Bob Johnson Consulting, LLC
  4. 4. 8 key points about the Internet… <ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul><ul><li>People are impatient </li></ul>Bob Johnson Consulting, LLC
  5. 5. The Golden Rule… <ul><li>5 seconds to connect </li></ul>Bob Johnson Consulting, LLC
  6. 6. The Peril: Web readers can’t scan your pages <ul><li>If people can’t scan your pages and engage in 5 seconds or less, people won’t read your content… </li></ul>Bob Johnson Consulting, LLC
  7. 7. The Pitfalls… <ul><li>Need to get print online ASAP </li></ul><ul><li>Want people to see what the print designer intended </li></ul>Bob Johnson Consulting, LLC
  8. 8. You can’t scan this annual report… Bob Johnson Consulting, LLC
  9. 9. You can’t scan magazines like this… Bob Johnson Consulting, LLC
  10. 10. “ Flip” technology doesn’t help… http://issuu.com/umson/docs/university_of_maryland_nursing Bob Johnson Consulting, LLC
  11. 11. The Pleasures… <ul><li>Repurpose print for the web… </li></ul><ul><li>Often with blog software </li></ul>Bob Johnson Consulting, LLC
  12. 12. Chicago gets it right for years… http://magazine.uchicago.edu/ Bob Johnson Consulting, LLC
  13. 13. Carleton prompts action… http://magazine.carleton.ca/ Bob Johnson Consulting, LLC
  14. 14. Easy to scan annual giving report… https://apps.carleton.edu/giving/report/2009/ Bob Johnson Consulting, LLC
  15. 15. Give people a format choice? http://magazine.jhu.edu/ Bob Johnson Consulting, LLC
  16. 16. “ Blogazine” format works well… http://alfredmagazine.alfred.edu/... http://csumagazine.com/ Bob Johnson Consulting, LLC
  17. 17. Case Study: Bates Co llege
  18. 18. <ul><li>Define vision and goals </li></ul><ul><li>Demonstrate and prototype </li></ul><ul><li>Launch and fine tune </li></ul><ul><li>Evaluate costs and benefits </li></ul>
  19. 19. Define vision and goals
  20. 20. Be dependable – anywhere, any time, any device Be intuitive – simple publishing, searching, finding Be helpful – helpful information and instructions Be interesting – appealing, personal, immersive Be personalizable – up to date feeds by interest Be welcoming – online spaces for collaboration Be meaningful – insight into what matters to you
  21. 23. Demonstrate and prototype
  22. 31. Evaluate costs and benefits
  23. 39. bit.ly/wphighed
  24. 40. Questions? <ul><li>Jay Collier — jcollier@bates.edu - www.BatesWeb.net </li></ul>

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