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Developing Strategies to Leverage Web 2.0 for Student Services & Marketing

May 7, 2008

Karen Vignare, Director, Customer Experience

vignare@msu.edu

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MSU Snapshot

Public Research University 40,000 students 4,500 faculty200 majors5,000 course sections per semester

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MSU’s Online Distance Education

13,000 enrollments 29 degree and certificate programs 100% online degrees

M.S. Education B.S. Nursing M.S. Youth Development

“Blended” degrees M.S. Nursing M.S. Packaging M.S. Food Safety M.S./Ph.D. Physics

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MSU Global Roles

Entrepreneurial unit within the Office of the Provost founded in 2000

Facilitate development of economically-viable online programs including non-credit

Identify market needs & Develop business plans

Develop cost-effective, scalable solutions Pilot innovations Run ventures (mini-businesses)

Customer Centric Design

Opportunity Analysis—what do customers need to learn material

Instructional Design Production Marketing Customer Support Evaluation and Improvement

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Customer Experience

Technology People & Places

Processes

Continuation of Personalization

CRM only starts the process CRM must be constant as the search for

getting to know our students better Part of the search leads to better use of

technology Now on to Web 2.0

Where Does Web 2.0 Fit?

Instruction Marketing Customer Service

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Decision making process

Demographics and demand for Web 2.0 tools Assess likelihood of use and importance to

students Cost benefit analysis

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Best practice process

Try before you buy In-staff testing, beta testing Open source

Look for similar uses Determine use cases and/or create persona Consider ramifications within MSU—data

security, precedence, or privacy issues Pilot

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Technologies Considered

Open Courseware (Instruction & Marketing) Blogging (Instruction) Community Building (Instruction & Marketing) Customer Portals & Tracking

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Technologies Considered

Open Courseware (Instruction & Marketing) Blogging (Instruction)

Community Building (Instruction & Marketing) Customer Portals & Tracking

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Open Courseware

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http://www.msuglobal.com/opencourseware/

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My Horse University Open Courses

Community Buildinghttp://foodsafetyknowledgenetwork.org/

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Customer Portals & Tracking

Only at concept stage Plan to use CRM system to open to

customers Include a customer portal to allow tracking

and managing of information.

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