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Msu Global Case Study

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MSU Global approach and integration of web 2.0 to customer service, instructional design and marketing

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Msu Global Case Study

  1. 1. Developing Strategies to Leverage Web 2.0 for Student Services & Marketing May 7, 2008 Karen Vignare, Director, Customer Experience [email_address] © 2008, Vignare
  2. 2. MSU Snapshot <ul><li>Public Research University </li></ul><ul><li>40,000 students </li></ul><ul><li>4,500 faculty </li></ul><ul><li>200 majors </li></ul><ul><li>5,000 course sections per semester </li></ul>© 2008, Vignare
  3. 3. MSU’s Online Distance Education <ul><li>13,000 enrollments </li></ul><ul><li>29 degree and certificate programs </li></ul><ul><li>100% online degrees </li></ul><ul><ul><li>M.S. Education </li></ul></ul><ul><ul><li>B.S. Nursing </li></ul></ul><ul><ul><li>M.S. Youth Development </li></ul></ul><ul><li>“ Blended” degrees </li></ul><ul><ul><li>M.S. Nursing </li></ul></ul><ul><ul><li>M.S. Packaging </li></ul></ul><ul><ul><li>M.S. Food Safety </li></ul></ul><ul><ul><li>M.S./Ph.D. Physics </li></ul></ul>© 2008, Vignare
  4. 4. MSU Global Roles <ul><li>Entrepreneurial unit within the Office of the Provost founded in 2000 </li></ul><ul><li>Facilitate development of economically-viable online programs including non-credit </li></ul><ul><li>Identify market needs & Develop business plans </li></ul><ul><li>Develop cost-effective, scalable solutions </li></ul><ul><li>Pilot innovations </li></ul><ul><li>Run ventures (mini-businesses) </li></ul>© 2008, Vignare
  5. 5. Customer Centric Design <ul><li>Opportunity Analysis—what do customers need to learn material </li></ul><ul><li>Instructional Design </li></ul><ul><li>Production </li></ul><ul><li>Marketing </li></ul><ul><li>Customer Support </li></ul><ul><li>Evaluation and Improvement </li></ul>© 2008, Vignare
  6. 6. Customer Experience Technology People & Places Processes
  7. 7. Continuation of Personalization <ul><li>CRM only starts the process </li></ul><ul><li>CRM must be constant as the search for getting to know our students better </li></ul><ul><li>Part of the search leads to better use of technology </li></ul><ul><li>Now on to Web 2.0 </li></ul>
  8. 8. Where Does Web 2.0 Fit? <ul><li>Instruction </li></ul><ul><li>Marketing </li></ul><ul><li>Customer Service </li></ul>© 2008, Vignare
  9. 9. Decision making process <ul><li>Demographics and demand for Web 2.0 tools </li></ul><ul><li>Assess likelihood of use and importance to students </li></ul><ul><li>Cost benefit analysis </li></ul>© 2008, Vignare
  10. 10. Best practice process <ul><li>Try before you buy </li></ul><ul><ul><li>In-staff testing, beta testing </li></ul></ul><ul><ul><li>Open source </li></ul></ul><ul><li>Look for similar uses </li></ul><ul><li>Determine use cases and/or create persona </li></ul><ul><li>Consider ramifications within MSU—data security, precedence, or privacy issues </li></ul><ul><li>Pilot </li></ul>© 2008, Vignare
  11. 11. Technologies Considered <ul><li>Open Courseware (Instruction & Marketing) </li></ul><ul><li>Blogging (Instruction) </li></ul><ul><li>Community Building (Instruction & Marketing) </li></ul><ul><li>Customer Portals & Tracking </li></ul>© 2008, Vignare
  12. 12. Technologies Considered <ul><li>Open Courseware (Instruction & Marketing) </li></ul><ul><li>Blogging (Instruction) </li></ul><ul><li>Community Building (Instruction & Marketing) </li></ul><ul><li>Customer Portals & Tracking </li></ul>© 2008, Vignare
  13. 13. Open Courseware © 2008, Vignare http://www.msuglobal.com/opencourseware/
  14. 14. © 2008, Vignare My Horse University Open Courses
  15. 15. Community Building http://foodsafetyknowledgenetwork.org/ © 2007, Vignare
  16. 16. Customer Portals & Tracking <ul><li>Only at concept stage </li></ul><ul><li>Plan to use CRM system to open to customers </li></ul><ul><li>Include a customer portal to allow tracking and managing of information. </li></ul>© 2008, Vignare

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