Case Cmt April 2008 The Future Of Personalization On The Web


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Case Cmt April 2008 The Future Of Personalization On The Web

  1. 1. The future of personalization on the web - how do portals and websites connect?
  2. 2. Introductions <ul><li>My background </li></ul><ul><li>Gettysburg College </li></ul><ul><li>Gettysburg Web Structure </li></ul><ul><li>What do you hope to get out of today? </li></ul>
  3. 3. Questions for today <ul><li>How institutions are using lessons learned by industry and creating a seamless web experience for prospective students through alumni by blurring the lines between portal and website? </li></ul>
  4. 4. Questions for today <ul><li>How do schools create an integrated approach to the web and utilize both web 2.0 and Customer Relationship Management functionality to create a Google and Amazon like experience? </li></ul>
  5. 5. What is a portal? <ul><li>Gateway provided by the College </li></ul><ul><li>Multiple audiences use multiple vendors </li></ul><ul><li>Different look and feel from public website </li></ul><ul><li>Personalized </li></ul><ul><li>Provides Services </li></ul>
  6. 6. Who manages the portal? <ul><li>Traditionally Information Technology has built, managed, and taken responsibility for the portal on a campus </li></ul><ul><li>Communication offices have had little to do with the portal </li></ul>
  7. 7. Industry examples <ul><li>Google </li></ul><ul><li>Netflix </li></ul>
  8. 8. What can we learn? <ul><li>Seamless </li></ul><ul><li>Integrated </li></ul><ul><li>Easy </li></ul><ul><li>Personalize </li></ul>
  9. 9. What’s Next? <ul><ul><li>Q: How do we offer a world-class web experience to our users? </li></ul></ul><ul><ul><li>Q: How do we offer compelling self-service tools to critical audiences? </li></ul></ul><ul><ul><li>Q: How do we personalize a web experience by leveraging existing web content? </li></ul></ul><ul><ul><li>Q: How do we present a consistent brand and user experience across many systems? </li></ul></ul><ul><ul><li>A: An integrated CMS and Portal with CRM functionality </li></ul></ul>
  10. 10. Gettysburg Timeline <ul><li>Dec 2004 – Presidential decision to redesign web </li></ul><ul><li>June 2006 – Launched new redesign/CMS </li></ul><ul><li>June 2006 – Added Web Communications Office / web budget </li></ul><ul><li>2006 – 07 School Year – Started incorporating video & podcasting </li></ul><ul><li>May 2007 – Added integrated E-communication tools </li></ul><ul><li>July 2007- Realigned communications resources to support web </li></ul><ul><li>Fall 2007 – Launched CRM prospective students/alumni </li></ul><ul><li>Spring 2008 – Starting to add Web 2.0 tools </li></ul>
  11. 11. Discovery & Requirements <ul><li>Held an off-site CRM summit – 2 days involving dm, Gettysburg IT and (20) key campus stakeholders </li></ul><ul><li>Collected and documented initial requirements </li></ul><ul><li>Identified target audiences </li></ul><ul><li>Weekly team meetings with Gettysburg and Dotmarketing </li></ul><ul><li>Created proof-of-concept sites and applications for campus buy-in </li></ul>
  12. 12. Prospective Students <ul><li>Create an account </li></ul><ul><li>Log on from any page on the site </li></ul><ul><li>Set academic and co-curricular interests </li></ul><ul><li>See application checklist </li></ul><ul><li>See personalized content </li></ul><ul><li>Set site-wide bookmarks </li></ul><ul><li>Pay Admissions Deposit </li></ul><ul><li>Register for Events (will launch in March 2008) </li></ul>
  13. 13. Personalized Content
  14. 14. Application Checklist
  15. 15. Event Registration
  16. 16. Alumni <ul><li>Connect Back </li></ul><ul><ul><li>To the College </li></ul></ul><ul><ul><li>With other alumni </li></ul></ul><ul><li>Update profile/bio demo information </li></ul><ul><li>See giving history and make a gift online </li></ul><ul><li>Search Alumni Directory, and view Alumni near them </li></ul><ul><li>Search Events Near Me </li></ul>
  17. 17. Personalized Content
  18. 18. Update Profile
  19. 19. Search Alumni Directory
  20. 20. Giving History
  21. 21. What’s the future <ul><li>Interactive FAQ (Launched Feb 2008) </li></ul><ul><li>Class Notes (Will launch Spring 2008) </li></ul><ul><li>Online Communities </li></ul><ul><li>Career Networking </li></ul><ul><li>Volunteer Resources and Tools </li></ul><ul><li>Event Registration </li></ul><ul><li>Athletics/Financial Aid </li></ul><ul><li>Current Students, Faculty/Staff, Parents </li></ul>
  22. 22. Usage Info <ul><li>myGettysburg Account Statistics (since Nov 1, 2007) </li></ul><ul><li>Alumni 1175 (50% have updated data) </li></ul><ul><li>Prospective Students 3257 </li></ul><ul><li>Current Students 926 </li></ul><ul><li>Employees 202 </li></ul>
  23. 23. Challenges <ul><li>Resources for development & maintenance - budget - staff </li></ul><ul><li>Multiple systems of record - disconnected information </li></ul><ul><li>Cross divisional priorities </li></ul><ul><li>Changes to business process </li></ul><ul><li>Learning curve </li></ul>
  24. 24. Moving Forward <ul><li>Changes to the organizational structure - College Life Division - Provost Division </li></ul><ul><li>Collaboration across divisions - focus on audience; not division - strategic impact </li></ul>
  25. 25. Getting Ready for Current Students <ul><li>Identify what services/resources are currently used via portal </li></ul><ul><li>Preparatory meetings with IT staff </li></ul><ul><li>Prototype demonstration to College Life and Provost staff </li></ul><ul><li>Focus Groups </li></ul>
  26. 26. Thank you <ul><li>Questions </li></ul><ul><li>Paul Redfern [email_address] </li></ul>