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Uploaded byVincent Jansen
FOBISIA_2015
The document discusses how to maximize return on digital investments in schools by focusing on responsive design for mobile users, search engine optimization, positive family engagement through proper SEO, gathering appropriate metrics from analytics, providing online learning opportunities, and connecting data and information flows while clearly communicating a school's value proposition on social media and websites. It emphasizes the importance of responsive design for mobile traffic, which can be up to 50% of users, and that users only have 7 seconds to engage on a site before leaving.
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FOBISIA_2015
- 1. Managing a DigitalSchool Environment Achieving a Greater Return on Your Digital Investment (RODI)
- 3. What kind ofjourney do you create? The Family Lifecycle Experience
- 5. Unbranded Search: Youvs. Your Peers Best school in ________
- 6. Positive Engagement withFamilies Starts with Proper SEO Google favors responsive sites in mobile search results.
- 7. The importance of responsivedesign Up to 50% of traffic to websites come from mobile devices.
- 10. What’s Your ValueProposition
- 12. Is your valueproposition clear?
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- 15. The 7 SecondRule NOT A MYTH You only have about seven seconds to engage your user and make them stay
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- 22. Gather appropriate Metrics Sitecore-digitalmarketing trend report.
- 23. Let’s Connect Vincent Jansen EducationConsultant Email: vincent.jansen@finalsite.com Linkedin: /in/vjansen07 “ I am always at work and at play, it’s up to you to decide which one I am doing now. ”
Editor's Notes
- #2 What we are seeing is a dramatic shift in thinking… where data is primary factor in decision making. While we normally look at student outcomes, curriculum, activities, etc, collecting the right data and understanding the data to generate meaning is a key strategy .My goal today is to share a few thoughts how the transformation towards digital can provide more meaning.
- #3 I am educational consultant for Asia. A little about Finalsite… We have some schools and association partners in the room and appreciate the opportunity to work together to help disseminate your message.
- #4 The new Digital School Environment has multiple points of communication along the family lifecycle. Today communication streams are predominantly digital so, how does the school communicate with students, parents, from the first contact to graduation, This question is key to optimizing your digital strategy, since parents view the school across all division not in silos.
- #5 The First Impression. Before they get to your website, the first impression is your ranking in Search results. With the changes in Search algorithms, your placement on the first page AND in this listing is of primary value. Consider the User Experience and use keywords and phrases aligned to meet their search needs.
- #6 Branded Search & “The search Impression”. Most initial searches are unbranded… You need to be found on top of the first page and You need to understand your market.. What terms are the parents using to search, keywords and phrases? The User Experience.
- #7 Engagement begins in search — whether it’s on mobile or desktop, the Search impression is a huge factor. How are you building your digital profile online?? To match the physical world . Google algorithms punishes non-responsive sites in Search., so mobile is key, as is site content refresh rates, keywords and phrases and loading speed. Be sure all your pages are optimized and ready for the latest Google algorithms.
- #8 Design has a specific form and function. The growth of mobile and connectivity demand that sites are mobile friendly, content is optimized for small screens and calls to action are easy to interact with, with a greater focus on scrolling vs clicking. This is driven by the data collected from site visits.
- #9 Now they arrive on your site. Your sites will have a unified message geared to the the needs of Prospective families and teachers. What content do you put on the homepage, or the major landing pages. What content inspires engagement a value component. Your site has a definite purpose, aligned to your school or group goals. It is estimated that your site is visited 300-400 times more often than a connection to the school, make it count.
- #10 Visual representation is replacing text, with photos, videos, podcast and infographics taking a primary role. Look at adding student work, since school choice, specifically at the secondary level speaks to parents and students looking for key factors in choosing a school for their child. Key call to actions on every major landing page.
- #11 What is your value proposition? How do you assess the parent/community needs, how do you broadcast how you can specifically meet those needs to generate your value definition This is different for all schools. Do you offer a balanced education? A British curriculum? Do you offer a balanced Curriculum? Do you educate the whole child? Do you offer after school activities? What is your signature programs, how you do it well.
- #12 We all know that visual is key, from quicklinks, infographics ,video, podcast, social media links it has to be easy to find and easy to read. The days of text without visual cues are have new meaning. It is time to focus on a visual representation of your message that invites an action.
- #13 Create a content strategy map, an outline of your key design framework for the products and services your offer, key attributes and programs you have that meet the family needs. A visual perspective of this diagram would be a powerful message to your families of your value proposition. This is the culmination of an understanding, not only the requirements but your capacity to meet those needs and thus it makes the story come alive on your website, print and word of mouth. – your primary marketing tool.
- #14 Make it welcoming treat the virtual space as you standing at the front door. Make it personal. These calls to action and track visitor behavior. Let me explain. Share a story.
- #15 Social media drives your brand. The greater presence on social media means that there are multiple channels uses can interact with. Mobile and social are proven to be the biggest drivers for branding. Optimization of these channels not only improves your presence online but allow site visitors to perpetuate your viral content by sharing through their own channels. The key is fresh content, but also the mix of SEO, PPC and Social media channels. So how do you know that it is effective.
- #16 People need to now, you have to make the pitch in just a few seconds. Consider a rapid prototyping strategy. choosing new content, or if choosing a new tool run both, do the surveys, get vendors to innovate for live sessions, vote and then proceed to make the change… not build to adopt…need faster rates of adoption. Schools are no longer planning on annual cycles, specifically in regards to pedagogy, and learning. You want a higher level of learning to help each child grow more interventions will help you get there if it provides positive impact. Use the same approach to your website content and internal content alike.
- #17 Google Analytics.. Provides data and metrics that help you optimize your website, SEO and social channels. It shows what actions they are taking and why? Need to follow ABC’s for Google Analytics A – Acquisition – how they arrived at your site, through email, social media, organic or branded searches or PPC B_ Behaviors of visitor, what device used, clickable objects, actions taken C – Conversions – Downloads, calls, email, purchases, volunteers, event registration etc. All three parts are now coming together in this digital by design framework.
- #18 Enhance your value proposition by use of video, photo of the day, download options and other interactive elements, like campus maps. Link form and function to your school culture.. Learning with iPad – more scrolling.
- #19 Consolidation is a key to the strategy mapping of information, use of portals is key for your constituents. Track information flow, create viable repository and keep resources in one place. And allow your constituents to move between the web based applications with a single click. This is key to their user experience.
- #20 The Learning Management or group spaces is evolving rapidly. More schools are providing virtual spaces to the teaching and learning share, includes resources, an assignment dropbox with inline annotation, capturing digital files, lesson plans, student products etc… Personalized learning and anytime anywhere learning is now potentially here By 2019, it is believed 50% of all classes will be delivered online. In our digital culture there is growing demand to have more materials for learning online for easy access and delivery of results. Online learning systems are rapidly adapting to learning behaviors and this has resulted in an massive increase of digital learning objects.
- #21 This is what students see.. Randomness and connectivity. Let’s briefly look a the sheer number of disposable learning objects that are created, stored in your school annually. Not to mention the emails and other digital archives you may be mandated to track and record annually as part of your data management schemes. The number represents the first year of pages created in a school in the first year of use in new system. A school has 200 teachers… If one teacher teaches 4 classes… With an average of 20 students… And creates 3 class digital objects… For every class period, about 90 per year… Add assessments.. Student assignments… We are creating volumes of digital ‘disposable’ learning objects annually… document management is a key for the future Same for web content… it’s digital the sheer volume and tagging are key strategies for the future. 47852
- #22 Integration – Best of Breed Solutions All in One for the best digital experience. Integrations, Single Sign On - the impact of moving data and information seamlessly No one solution can handle all the information or data requirements but the key is centralizing on best of breed partners for any single school and then scaling this through the network of your schools. This enables you to key on content and data management.
- #23 Gradebooks and attendance are key indicators for learning and you likely are already utilizing analytical tools to show calls attendance, learning progress, schedule interventions but what are your key indicators for the website, Your key indicators for content management and scale this through the school. Audit your tools and data requirements to see what information you are collecting, and identify those processes that can be optimized for this purpose. In a digital environment there is lots of data that can be useful, knowing the data you have you can begin to ask the right questions.
- #24 The key in a digital work environment is that it is quite easy to create digital content. But utilizing it effectively and efficiently is the key to generate returns on your digital investment (ROID) this stems form website content, all the way to learning content and operational processes. These processes are not driven by technology but by the digital culture in your school or group of schools, simply facilitated by the technology. With appropriate metrics, the data provides insight to the success and future direction.