Web 2.0 Best Practices in Higher Education
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This document discusses trends in web 2.0 and their implications for higher education. It outlines how communication, access to information, and student/parent/alumni expectations will change due to increased internet access and use of mobile devices. Prospective students will demand more personalized communication and current students will expect greater customization and digital access both on and off campus. Parents and alumni will also want more flexible digital communication and involvement options. The document recommends that higher education institutions update their communication strategies and services to align with these emerging "web lifestyle" trends.
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Web 2.0 Best Practices in Higher Education
- 1. web 2.0 Best Practices: Web Development Taylor Enrollment Summit November 30, 2006 - Bart E. Caylor
- 2. 1994
- 3. millennials
- 5. Future – The “Web Lifestyle” Broadband - 3G - Digital Cable - WiFi Access Phones/Handhelds/Wearables Television/PC
- 6. Future – The “Web Lifestyle” – Higher Ed Communication will speed up with all constituents with immediate access to information. Communication strategies will need to be updated to reflect the including crisis management and e-alerts. Prospective students will expect instant access to admissions counselors and/or self-service advisors and will demand personalized content in all communications. Current students will demand accessibility through digital networks (WiFi, 3G, etc.) Current students will want more customization, far beyond the walls of their dorm rooms with Blogs, WiFi, access, etc.
- 7. Future – The “Web Lifestyle” – Higher Ed Parents will want to access all information ranging from crime statistics to other campus data up to date from Web. As will the media. See communication strategy. Parents will demand ecommerce payments for tuition Parent’s will be more involved through digital communication options, including communicating with students, interacting and participating through virtual options. A true consumer-centric world
- 8. Future – The “Web Lifestyle” – Higher Ed Alumni will expect to be more informed and on their terms They will stay more involved (see Millennial traits) but only until there is nothing left for them. Donors will want more flexibility in gifting options with ecommerce. A deeper sense of community and opportunities for better relationships will be present.
- 9. Future – The “Web Lifestyle” – Higher Ed Other Digital Opportunities XML will be a tool that will begin to tie the loose ends together Digital on-demand printing will provide options for greater personalization and customizable content. Electronic communication, ranging from E-newsletters and E-Alerts through email and messaging services will provide additional “touch points” and customized opportunities.
- 10. web 2.0 keys social networking mashups direct communication permission-based search mobile
- 12. top10 1. Yahoo! 2. Google 3. MySpace 4. MSN 5. Ebay 6. Amazon 7. YouTube 8. Craigslist 9. Wikipedia 10. CNN November 27, 2006 Alexa.com
- 14. Avitar Icon Personal Info Friends Friends’ Comments Contact Info Blog Personalization Widgets
- 41. search
- 45. methods email (multiple accounts) instant messaging/chat comments/postings text messaging (sms) skype (voip) podcasting/voice comments rss
- 47. challenges unsolicited = spam be ready to engage when contacted communications have to be timely content has to be relevant relationship building
- 48. the long-tail
- 51. the numbers
- 52. 280,000
- 53. 50%
- 54. 70% 13%
- 55. 72%
- 56. 21% 72%
- 57. 2:1
- 58. 68% 62%
- 59. 2 / second
- 60. 230 days
- 61. 851 4,620
- 62. next steps
- 63. web 2.0 q&a Bart Caylor: Brainstorm caylor@getzapped.com www.getzapped.com 317-558-1800
Editor's Notes
- Goals: Introductions to web 2.0 and how it relates to higher education marketing Best practice is to continue to evolve
- 1994 was the first year I experienced email and the web. Current Juniors and Seniors were three and four years old. The web is changing with lightening speed.
- Define millennials and the introduce that the trends that they have are the trends of Web 2.0
- Millennial trends include: The need to collaborate and to share socially The need to express and be creative They expect direct access in their communications….they sometimes seem to have more audacity in the way they want to access superiors than those from a more modern perspective They are driven with information and content more so than an older demographic (and can instinctively understand when they are being “sold” They demand flexibility and want to be worked with on their terms.
- From an older presentation given in June of 2003. Seemed “futuristic” at the time, but not now.
- From an older presentation given in June of 2003. Seemed “futuristic” at the time, but not now. Orange highlights are things that are relevant, especially today. (some content from a presentation given by Robert Andringa, CCCU)
- From an older presentation given in June of 2003. Seemed “futuristic” at the time, but not now. Orange highlights are things that are relevant, especially today. (some content from a presentation given by Robert Andringa, CCCU)
- From an older presentation given in June of 2003. Seemed “futuristic” at the time, but not now. Orange highlights are things that are relevant, especially today. (some content from a presentation given by Robert Andringa, CCCU)
- From an older presentation given in June of 2003. Seemed “futuristic” at the time, but not now. Orange highlights are things that are relevant, especially today.
- Trends with Web 2.0 match those of the Millennials Social Networking are websites that provide the ability to build relationships through the context of their site. Quite frequently, user generated content (expression) is a big part of these sites. Mashups are terms for sites that utilize content from one source (often databases, public facts, etc.) and “mash it up” with other web sites API (application programming interface) to create a new and unique site. Direct Communication, through various forms, is a major key of Web 2.0. Includes instant messaging, etc. Permission-based communication is the key Search and Mobile also play a big part of the 2.0 strategy
- Includes user-generated content, collaboration, interactivity with others, engagement
- Top ten list (similar to the Billboard or Casey Kasem lists) All top 10 are social networking sites…even CNN in the fact that they utilize citizen journalists and encourage comments.
- MySpace.com is the largest and fastest growing social networking site.
- Brief overview of the content of a standard myspace.com page.
- Examples of expression…these are all myspace.com pages
- Facebook.com Example
- Review of Taylor University….individuals identifying themselves as the class of 2010 at Taylor University…over 500 people.
- Typical Page…Bart Caylor
- You Tube.com Example
- Highlight indicated social networking….comments and responses, as well as rankings.
- Alexaholic.com review of 4 year trend data for sites. Comparing Amazon and Ebay to recent social networking sites such as MySpace, Facebook and YouTube. YouTube has twice as much traffic on a daily basis as Amazon or Ebay
- Flickr Example
- Flicker Dissection
- Wikipedia Example of Collaboration and User Generated Content
- Digg Example for Collaborative Jouralism
- Del.icio.us Example for Social Bookmarking
- Example of Amazon.com and user-generated content…share your own images.
- Ebay was built on social networking…the feedback of others builds trust.
- Second Life Example. Point out Linden Dollars and the commerce (real money) that happens daily.
- Teen Second Life will start to gain popularity. Use of avatars…
- API Intro Ebay, Google, Microsoft, Amazon, etc. Netvibes, Pageflakes, etc, Bloglines
- Cornerstone.edu use of Frappr Mashup to have Alumni Network mapped by Alumni themselves.
- Most Expensive Colleges: Google Maps + CNN Money List http://www.mibazaar.com/education/expensive_colleges.html
- Several education sites utilizing maps, youtube.com, etc.
- 411sync utilizes mashups, but on phones.
- Google Start Page…incorporates use of RSS and Widgets to allow for custom page. Note: YouTube.com widget that delivers me any videos tagged “Taylor University.”
- Yahoo Example
- Netvibes Example…RSS allows for syndication of content. The content comes to me rather than me going to the content.
- Deeper level of what content looks like on NetVibes.
- Chart illustrating top Mashup content
- Future will also be in Search and the importance of “being found”
- Top and Right = Pay Per Click (PPC) Left = Organic (Search Engine Optimization for rankings SEO)
- Example of content placed PPC
- Examples of Direct Communications
- Examples of Direct Communications Methods: Email: Students often have multiple email accounts and disregard official .edu account (See recent Chronicle article) IM and Chat preferred method Comments and Posting on Blogs, MySpace.com is also growing. Text Messaging similar to IM and Chat, but on mobile devises Skype…recent acquisition by Ebay for 1.5 Billion? Free long distance Podcasting and Voice Comments coming on RSS enables syndication of all.
- Permission Based is important
- Anything unsolicited is spam….email, calls, text messaging, IM Contact is typically generated from the millennials Response is critical…to email, to IM, to text messaging Content, once permission is granted, has to be relevant It is all about the relationship with PEOPLE…not institutions and other “suspicious” non-entities
- Define Long Tail
- Statistical distribution The first part of the pack is the greatest, but the long-tail (yellow) makes up much more than the top sites, books, mashups, etc.
- Example of top sites…note percentages…#1 site only makes up 4.6% of all.
- Statistics to share
- New users added to MySpace every day in Q12006 http://www.google.com/url?sa=t&ct=res&cd=2&url=http%3A%2F%2Fwww.oreilly.com%2Fradar%2Fweb2report.csp&ei=LqpuRaGxHqDQoALGot2ABg&usg=__gdxZHxVk9eo_b2I4MIfbVoZebeg=&sig2=BeEc5wtaRhj5ZkEzCKhzPA
- Percent of registered users on YouTube.com who are under 20 years old. http://online.wsj.com/public/article/SB115689298168048904-5wWyrSwyn6RfVfz9NwLk774VUWc_20070829.html?mod=rss_free
- Percent of Moms online in social networking and community sites. Percent of MySpace users who are moms http://www.marketwire.com/mw/release_html_b1?release_id=135985
- Percent of Home U.S. Internet Access via Broadband http://www.google.com/url?sa=t&ct=res&cd=1&url=http%3A%2F%2Fwww.nielsen-netratings.com%2Fpr%2Fpr_060621.pdf&ei=kaluRYjBEZnQoAKnu4mABg&usg=__bse8v3BDL23BW3XiWJFlbWRqBQA=&sig2=hasOUJS3F-7os6V8djUc8A
- Noel Levitz report: 21% of prospective college students who have IM’d with an admissions counselor. 72% of those who said that they would if they could. http://www.google.com/url?sa=t&ct=res&cd=1&url=https%3A%2F%2Fwww.noellevitz.com%2FNR%2Frdonlyres%2F425D56C3-9ACD-4A90-9782-F70ED7AC3CF2%2F0%2FEExpectationsClassof2007.pdf&ei=E6puReKFO5mepAKxy5j5BQ&usg=__NYQhkkx5lY-TkT4HI_osCc0bo2c=&sig2=vJnoI1pz2VOV4HzaV2UcRg
- Mobile devices outnumber desktops 2 to 1. http://www.google.com/url?sa=t&ct=res&cd=2&url=http%3A%2F%2Fwww.oreilly.com%2Fradar%2Fweb2report.csp&ei=LqpuRaGxHqDQoALGot2ABg&usg=__gdxZHxVk9eo_b2I4MIfbVoZebeg=&sig2=BeEc5wtaRhj5ZkEzCKhzPA
- Percent of teens who have mobile phones. Percent of teens who text message using those phones. http://www.google.com/url?sa=t&ct=res&cd=1&url=https%3A%2F%2Fwww.noellevitz.com%2FNR%2Frdonlyres%2F425D56C3-9ACD-4A90-9782-F70ED7AC3CF2%2F0%2FEExpectationsClassof2007.pdf&ei=E6puReKFO5mepAKxy5j5BQ&usg=__NYQhkkx5lY-TkT4HI_osCc0bo2c=&sig2=vJnoI1pz2VOV4HzaV2UcRg
- Q2 2006 – number of blogs being created. 57million blogs are now tracked via Technorati O’Reilly
- The number of days in which it takes the blogosphere to double. http://technorati.com/weblog/2006/11/161.html
- The number of external visitors to the Taylor upland site since 8:00 this morning The number of pages they have looked at.
- Social community User generated content Communicate - Talk to administration - Talk to peers - Talk to experts Pay attention - Educate yourself and others - Watch and learn from students. Ask. - Establish partnerships - Big 6: Google, Apple, Amazon, Ebay, Yahoo, Microsoft Plan with Flexibility - Begin to assess the opportunities - Identify future challenges - Design change into your plan Prepare - Make wise decisions with a forward thinking mind - Review and hone frequently Repeat As Needed