The document discusses the necessity and methods for crossing web boundaries in higher education, with a focus on bridging curricular and non-curricular aspects. It outlines the evolution of web technologies from Web 1.0 to Web 2.0, emphasizing the importance of collaboration, personalization, and engagement in online experiences. Various strategies for cross-staffing, marketing, communication, and experience boundaries are highlighted, advocating for an integrated approach to online education.

1. CROSSING WEB BOUNDARIES
in Higher Education
Penn State Web Conference
Jay Collier • June 14, 2011
jay.collier@thecompass.com
jaypeg21

2. Emerging media for learning organizations
• WGBH Educational Foundation
• Public Broadcasting Service
• Massachusetts Institute of Technology
• Dartmouth College
• Bates College
• Maine Department of Education
jaypeg21

3. • Where are the current boundaries?
• Why should we bridge them?
• How can we cross those boundaries?
clearly ambiguous

4. Where are our current
Web boundaries?

5. CURRICULAR
NON-CURRICULAR
design-dog, rozenchipmunk

6. CLASSROOM
FIELD WORK
tostie, europedistrict

7. STUDENTS
ALUMNI
orcsa, rberteig

8. DEPARTMENTS
OFFICES
moriza, willi

9. MARKETING
TECHNOLOGY
swami stream, patrick hosely

10. SYSTEM A
SYSTEM B
hegemonx, psd

11. SILO 1
SILO 2
binary ape, neosnaps

12. Why should we cross
those boundaries?

13. Digital
MCLUHAN MEDIA
Expanding media Personal computer
Digital networks
Evolution of communications Electronic World Wide Web
technologies MEDIA
Telegraph
Printed Telephone
MEDIA Radio
Written Television
Movable type
Physical MEDIA
Printing press
EXPERIENCE Cave walls Photograph
Bamboo slips Motion pictures
Verbal Parchment
Visual Paper
mauricedb, schizoform, wilhei, mightyboybrian, wonderlane

14. Web 1.0 was “It”
Web 1.0
~2000 “IT”
You went out “onto it”
The first Web was
Web media
and content
hosted locally
A WEB SITE
Business
data
Phone Television
Email
jaycollier

15. Web 2.0
~2007
The next Web waswas “Ours”
Web 2.0 “YOURS” and“MINE”
Facebook
Delicious Flickr
WordPress Google Docs
My
Wikipedia
Pages and LinkedIn
profiles
YouTube NetVibes
Twitter
jaycollier

16. The next Internet “Is”
An ecology integrating real and virtual
Build connections Share knowledge
Online
persona
Online Online
persona persona
Use services
jaycollier

17. Each medium “is an
extension of ourselves
... an extension of
consciousness”
Marshall McLuhan, 1964
cearly ambiguous

18. How can we cross the
boundaries?

19. Cross divisional boundaries

20. jaycollier

21. jaycollier

22. Common principles for online experiences
• Be dependable – anywhere, any time, any device
• Be intuitive – simple publishing, searching, inding
• Be helpful – helpul 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

23. Cross staffing boundaries

24. Content
development
Content manager/producer
Information architect
Content manager/producer
Information architect
Channel editor, writer
Interface/ Channel editor, writer
Photographer, photo editor
Photographer, photo editor
Community
interaction design Client liaison
Client liaison stewardship
Art director/producer Community manager
Interface designer Channel coordinator
Graphic designer Leadership Social media producer
Interface developer Brand evangelist
User testing specialist
& management Research analyst
Strategic
guidance
Media
Software admin Director of Online Media production
& development Executive Producer
Program Manager Producer/director
Technical producer Videographer/recordist
Software administrator Post-production editor
Web developer Motion designer
Quality assurance Training Animator
specialist and support
Client relations
Project coordination Staff
Vendors
and contractors
jaycollier

25. 1-FTE TEAM 3-FTE TEAM 5-FTE TEAM
Web producer/ Content manager/
designer editor
Webmaster/ Web director/ Designer/ Web director/ Producer/
coding manager steward
manager manager
Web developer Software administrator/
developer
Core team
Extended team
Extended team
jaycollier

26. Cross marketing boundaries

27. FROM
Powerful, universal
ideas
Ambivalence to
Awareness to
Interest to
Participation to
Commitment
TOWARD
Personalized
interactions
jaycollier

28. jaycollier

29. General
Public
Prospective Prospective Corporations,
Faculty & Students Foundations
Sta & Families
Current Current Philanthropic
Faculty & Students, Partners
Sta & Families
Alumni &
Friends
jaycollier

33. Cross communication boundaries

34. OFFICIAL CONTENT CONSTITUENT COLLABORATION
Formal communications Community-facilitated
Highly-crafted editorial and design Simple interface, individual voices,
independent domain
Core News & Program Communities
Public Internet Services
site updates subsites of Practice
Professional Cloud
News People resources services
Gateways Home Search releases Subsite Groups
Bookmarks
Features Recommendations YouTube
Directories Tasks Notations
Comments
Profile Subsite Ratings Flickr
Publications
Subsite Skype
Enterprise data Ad hoc Learning
groups object
Gathering Reporting repositories Social
media
Data Data
service service Groups by Facebook
content area
Twitter
Groups by
geography
LinkedIn
jaycollier

40. Warning!
tm-tm

41. Cross experience boundaries

42. “The individual and the
cultural are inextricably
bound by patterns of
relational exchange.”
Ken Wilber, 1981
sallyrye

43. TEILHARD DE CHARDIN
Patterns of experience Noosphere
THOUGHT
Evolution of awareness
Atmosphere
AIR
Biosphere
CELLS
Geosphere
MOLECULES
geishaboy, jing-a-ling, wwworks

44. MASLOW
Intuitive
Types of exchanges MEANING
Relational exchanges with many
multiple environments Symbolic Vision
Integrity
RESPECT
Authenticity
Emotional Discourse Presence
Material SECURITY Achievement Reflection
SAFETY Recognition Awareness
Family
Friendship Esteem
Breath Confidence
Food, water Intimacy
Shelter Power
Reproduction
Sleep
krislitman, ajawin, tristanbrand, opoponax

45. Broadcast > Engagement > Collaboration > EXCHANGE
Ibrahim Iujaz

46. GE Healthcare

47. How will you open the doors?
sportsilliterate