Creating Campus Communities

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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

Salesforce Higher Ed Summit June 25, 2013

nnick@wgu.edu

Creating Campus Communities

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

Agenda The WGU

Model

The WGU Goals

The Role of Communities

The Role of Analytics

The Big Picture

IT’s Operating

Model

Environment

Why

What

How

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

A Bit About WGU

Collaboration Model

100% Accredited

100% On-line

100% Self-paced

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

100% Non-profit 100% Tuition Funded Tuition has not increased since 2008 and includes all e-textbooks

Project Management

•  Risk Management

100% Competency -based

A bit more about WGU

Faculty who do not teach (and no faculty senate!)

#28 on 2013 Fast Company Most Innovative List

Currently at 40,000 students

Currently 16 years old

Average student is 37 years old

Target market = 37 million Americans with some college but no degree

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

The Challenges of the WGU Model

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

�  Teams know HOW! Let them do it! �  Let them make mistakes. �  Build safety net

Self-paced: If a student has done nothing for 2 weeks, on vacation or dropping out?

Competency-based: How can we support learning prior to exams?

Start Up

Exercise: Pick a project. Self-paced:

Students are not connected to each other. What is their support system?

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

The WGU Goals

Six Year Graduation Rate is around 40%.

Traditional Higher Ed Graduation Rate is around 50%.

We want to have comparable Graduation Rates

What must be true?

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

The Big Picture

Know what each student needs and when they need it

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

The Role of Communities

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

Types of Communities:

Learning – Student to staff and student to student

Social – By college, by program, by interest

Professional – Careers

Informational – During enrollment

Our approach: map the student journey

 Iden&fy  the  touch  points.  Brainstorm  the  community  op&ons.  Validate.  Implement.    

           Collabora'on  Model          

     Our  epiphany?  

Students  self-­‐select  communi'es  and  interac'ons.  

and, cover the entire lifecycle

(prospect to enrolled, enrolled to graduate, alumnus)

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

The Approach

Me

Profile: My State, My Program, My Background

Social: My Interests, My Pressures, My Life

Academic: My Courses, My Gatherings, My Discussions

Faculty: My Mentors, My Webinars, My KB

Support: My Career, My Student Services, My Financial Aid, Et cetera

Ad hoc

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

The Rationale � In a competency-based, self-paced model: � Interaction is voluntary and on-demand. � Needs are very diverse. � We must provide support in real-time and at

anytime. � Many interactions will be asynchronous. � Most learning will be asynchronous.

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

Example – Knowledge Base

Knowledge  Base  Search  Results  

Student  View  of  Ar'cle  

Ar'cle  Crea'on  Features  

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

The Role of Analytics

If  we  want  to  know  what  a  student  needs  and  when  they  need  it  

             We  need  data!  

Project  Management          

How  Do  We  Deliver?          

Pre-­‐enrollment      University  interac'on  

Course  consump'on    Student-­‐to-­‐student  

Pre-­‐assessment      Social  interac'on  

Assessment      Fric'on  points  

Knowledge  checks    Resilience  

Text  consump'on    Engagement    

And, this must be dynamic

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

Advanced Analytics in SalesForce

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A Different View

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

IT’s Operating Model

First,  Trust  and  Ownership  

Trust  Ownership  Model  

                   But  ownership  of  

what?  

Decision-­‐making  

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

But how do I set them up for success?

Market Differentiating

High

Low

Mission Critical Low High

Differentiate

Parity

Partner?

Who cares?

Purpose Based Alignment Model

4 important questions: 1.  Who do we serve? 2.  What do they want and need most? 3.  What do we do – better than anyone else –

to meet these wants and needs? 4.  What is the best way to provide this?

The Differentiating Rules

Rules How? Always Be the Market Leader

Innovate now and forever

Focus Have 1-3 specific things you do better than anyone else

Own Differentiating You cannot outsource your innovation

The Parity Rules

Rules How? Fill Any Gaps Because Gaps Kill

Adopt Best Practices – embrace the innovation of market leaders

Eliminate Risks Because Risks Kill

Simplify – complexity increases risks and reduces agility

Create Capacity To Focus Resources on Innovation

Standardize – there is only downside to exception handling of Parity activities. 1st version is always vanilla.

Market Differentiating

High

Low

Mission Critical Low High

Self-paced, Competency- based

Everything Else FA, Records,

Email, Network, Security, Etc

Example - WGU

Project Purpose What To Do Student Profile Parity Kill Current Custom

Project, Configure in Salesforce

Student Relationship Management

Parity Select and Implement (Vanilla) and Market-Leading Solution - SF

Analytics For Student Engagement

Differentiating Pilot “Edge” Options To Capture and Analyze Data

Community Platform

Parity Use SF Unless It Is Below Parity

Rationalizing The Portfolio And The Projects

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

Where We Are

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

By June 30, nearly every

student / university interaction is captured in SF (this has taken about 18 months and involves 1800 SF users).

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

Currently piloting learning communities in SF

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

Currently piloting “personal pages” in SF that are the community hub for each student and map to each student’s journey

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

Currently piloting Red / Yellow / Green risk profiles that are presented in SF.

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

What Is Next?

HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.

The Salesforce-enabled enterprise

Contact center technology (inside of Salesforce) High levels of personalization (rules sets, Interactions, self-direction) Communities that amaze (including mobile)

nnick@wgu.edu