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Making a case for CWO in higher ed: TERMINALFOUR tForum 2014

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The University of West Florida makes the case for
the role of CWO - Bridging the gap between IT and marketing, web governance from the top, fostering institution-wide collaborative environment, being disruptive without disrupting, creating an environment
of innovation, being the advocate for the user.

Published in: Technology
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Making a case for CWO in higher ed: TERMINALFOUR tForum 2014

  1. 1. Making a Case for CWO in Higher Ed (a thought experiment) Jay Massey Director, Web Services University of West Florida
  2. 2. Who am I? @JayMassey Web Services Univ. of West Florida Founder, CVO Coco Design Web Team Motivator, Internet Marketing Strategist
  3. 3. Who are you?
  4. 4. Consider this… Universities and colleges are using a complex array of software, services and technologies to grow market share and achieve their strategic priorities. It is so important to have someone at the top who understands how to make sense of it all, who can communicate it effectively to others and then can provide the strategic leadership required to make it happen.
  5. 5. Disclaimer The ideas expressed herein are mine alone. They in no way represent the opinions of the University of West Florida, its administration, faculty, staff, students, parents, or mascot. Misspellings may be a result of me not paying attention in elementary school and should not reflect negatively upon the overarching concepts as proposed in this thought experiment. Any dissemination, distribution or copying of this presentation is not authorized (either explicitly or implicitly) and furthermore constitutes an irritating social faux pas because it is mine, mine, all mine. No animals were harmed in the making of this presentation, although the dog next door who barks all night outside my bedroom window is living on borrowed time, I’m just sayin’ The following is intended as a thought experiment among professional web and internet marketing peers within the higher education community.
  6. 6. Preaching to the Choir You simply cannot run a modern university or college if you are not using the web effectively. Every aspect of interacting with the institution: traditional and digital marketing, development, recruitment, classes, etc. is ultimately pushed to for directed from the web. Our users expect demand a rich, engaging web experience.
  7. 7. Higher Ed is Divisive by its Very Structure Academic Division Student Division Advancement Division Enrollment Division Business Division
  8. 8. Monarch Nobles Knights Merchants Farmers Surfs President Vice Pres. / Provost Assoc. VPs / Deans Executive Dirs. Directors Staff Comparative Feudal Hierarchy
  9. 9. Politically Charged Environment Sayre's Law states that… In a dispute the intensity of feeling is inversely proportional to the value of the issues at stake. That is why academic politics are so bitter. Sayre's law is named after Wallace Stanley Sayre political scientist and professor at Columbia University.
  10. 10. Management Caught in the Middle A CWO brings the knowledge and strategic value of a strong web-enabled institution and with the business-enriching possibilities of the internet to the executive leadership. ~ via ‘No Chief Web Officer Required’ by Lisa Welchman 2005
  11. 11. What is a CWO? A Chief Web Officer (CWO) is the highest-ranking corporate executive in charge of an organization’s web presence, including all internet and intranet sites. As an executive officer position, the CWO reports directly to the CEO of the organization. ~ via Wikipedia and tweaked a bit The earliest CWO in a Fortune 500 company was noticed around the turn of the millennium.
  12. 12. What is a CWO in Higher Ed? Due to the nature of our business models, target “markets” and diverse recruitment personas, a CWO in higher education should have the depth and breadth of understanding of all things web, internet marketing, and web governance; including but not limited to:
  13. 13. What a CWO Needs to Know (listed alphabetically) Accessibility Applications (web & mobile) Analytics (server-side and Google) Archiving / Backup Authentication management Budgeting Business process analysis Content development Content Management Systems (CMS) Customer service / support E-commerce Hosting Information & data architecture Legal issues (copyright, trademark, privacy, etc.) Online marketing & communications Online strategy Procurement Quality Assurance Search Security Social media & online engagement Systems & software administration Training User experience (analysis / design) UI development / web graphic design Web Governance
  14. 14. Contrasting with CIO and CTO The position of CWO has emerged distinctly from the positions of Chief Information Officer (CIO) and Chief Technology Officer (CTO) because of the need to focus on and coordinate an organization’s entire web environment and web presence. • A CIO typically focuses on IT planning, procurement, and architecture • A CTO typically oversees development of new technologies
  15. 15. A Seat at the Table 50% of CIOs are cabinet members helping shape the strategic initiatives of their institution Web in some form is integral to every strategic priority at every university …why aren’t we at the table? ECAR Report, Today’s Higher Education IT Workforce
  16. 16. The ROI Argument Web professionals have one of the few jobs that can be easily tracked for ROI (not counting recruitment). Basic Web Team: • Director of Web Services • Front-end Designer / Developer • Back-end / Programmer • Content Person / Trainer • Analytics / SEM Data Cruncher
  17. 17. Do we really need a CWO? If not a CWO, then who? • User advocate • Speed of change How can you truly have web governance without a web governor? Wishful thinking?
  18. 18. CWO Expectations Review Accessibility Applications (web & mobile) Analytics (server-side and Google) Archiving / Backup Authentication management Budgeting Business process analysis Content development Content Management Systems (CMS) Customer service / support E-commerce Hosting Information & data architecture Legal issues (copyright, trademark, privacy, etc.) Online marketing & communications Online strategy Procurement Quality Assurance Search Security Social media & online engagement Systems & software administration Training User experience (analysis/design) UI development / web graphic design Web Governance
  19. 19. Who are you? (revisited)
  20. 20. Is it too much to ask?
  21. 21. Thank you Making a Case for CWO in Higher Ed (a thought experiment) @JayMassey Director, Web Services University of West Florida

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