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Major Trends Occurring @ the Intersection of
Web Technology & Communications
A University’s Response to These Trends
Richard SipeRichard Sipe
Online CommunicationsOnline Communications
Web Sites Version 1.0Functional & Corporate
DesignRelevant InformationCalendar & Event ListingsNews
Web Sites Version 1.0Functional & Corporate
DesignRelevant InformationCalendar & Event ListingsNews
Then
The good ‘ole days.
Richard SipeRichard Sipe
Online CommunicationsOnline Communications
Email CommunicationsNewslettersPress ReleasesEvent Announcements
Email CommunicationsNewslettersPress ReleasesEvent Announcements
Then
Spam & Eggs anyone?
Richard SipeRichard Sipe
IM - Internet Messaging AOL & MSN
Online CommunicationsOnline Communications
Caltech’s Shaindlin believes worrying about being “on message” is of no consequence if nobody is actually reading the message.
“Our site content won’t be of interest and won’t be trusted much longer if it has the organizational, corporate voice that it has today,”
Caltech’s Shaindlin believes worrying about being “on message” is of no consequence if nobody is actually reading the message.
“Our site content won’t be of interest and won’t be trusted much longer if it has the organizational, corporate voice that it has today,”
Today
If a tree falls in the woods ...
Richard SipeRichard Sipe
Web 2.0 Marketing SchoolsFear and Loathing in Web 2.0 - CASE Sept 2007 CURRENTS
Online CommunicationsOnline Communications
Kevin Marks, a Google engineer and Technorati veteran, said that e-mail is a "strange legacy idea."
"E-mail has died away for a group of users. For the younger generation, they don't use e-mail," he said, talking about the young Web users who have started to abandon e-mail for Facebook messaging and mobile texting. "They see it as this noisy spam-filled thing that annoys them every day...they see it as how you talk to the university, how you talk to the bank."
Kevin Marks, a Google engineer and Technorati veteran, said that e-mail is a "strange legacy idea."
"E-mail has died away for a group of users. For the younger generation, they don't use e-mail," he said, talking about the young Web users who have started to abandon e-mail for Facebook messaging and mobile texting. "They see it as this noisy spam-filled thing that annoys them every day...they see it as how you talk to the university, how you talk to the bank."
Today
OUCH, University email “annoy(s) them”! Richard SipeRichard Sipe
“The future of Web apps will see the death of e-mail”Webware.com - Feb 2008
Online CommunicationsOnline Communications
The Web Version 2.0CommunitiesContribution & CollaborationCommunication
The Web Version 2.0CommunitiesContribution & CollaborationCommunication
Today
It needs to look pretty & be multimedia too! Richard SipeRichard Sipe
Online CommunicationsOnline Communications
Online CommunitiesWeb 2.0 is a Collection of
Communities Called “Social Networks”mySpace - 110 Million Users
Facebook - 60 Million Users
Linked-In - 4.2 Million Users
Online CommunitiesWeb 2.0 is a Collection of
Communities Called “Social Networks”mySpace - 110 Million Users
Facebook - 60 Million Users
Linked-In - 4.2 Million Users
Web 2.0
Friend me?
Richard SipeRichard Sipe
(51% 35 & Older)
(40% 35 & Older)
Professionals
Online CommunicationsOnline Communications
Contribution & Collaboration User Generated Content
YouTube - 83.4 Million Videos
Wikipedia - 7 Million Articles
Flickr - 1.5 Million Users
Podcasts - Audience of 28 Million
Web ApplicationsGoogle Docs
Contribution & Collaboration User Generated Content
YouTube - 83.4 Million Videos
Wikipedia - 7 Million Articles
Flickr - 1.5 Million Users
Podcasts - Audience of 28 Million
Web ApplicationsGoogle Docs
Web 2.0
I’m an internet superstar!
Richard SipeRichard Sipe
Online CommunicationsOnline Communications
Communication Web 2.0 is 2-Way Communication
Web 1.0 Was One-Way Communication Where Sites Talked to Their Users and NOT With Them
Users Now Expect to Be Part of the ConversationALL Web 2.0 Sites Have Communication as a
Central Theme
BlogsForums
Communication Web 2.0 is 2-Way Communication
Web 1.0 Was One-Way Communication Where Sites Talked to Their Users and NOT With Them
Users Now Expect to Be Part of the ConversationALL Web 2.0 Sites Have Communication as a
Central Theme
BlogsForums
Web 2.0
Is your opinion that my opinion matters?
Richard SipeRichard Sipe
Online CommunicationsOnline Communications
The Technology of Web 2.0Most Web 2.0 Applications are Built on
Technologies that Existed During Web 1.0 It’s the Ideas Not the TechnologyFiber Optic = Bandwidth
The Technology of Web 2.0Most Web 2.0 Applications are Built on
Technologies that Existed During Web 1.0 It’s the Ideas Not the TechnologyFiber Optic = Bandwidth
Web 2.0
Databases, Javascript, HTML, Server Side Scripting, Animation, Graphics
Richard SipeRichard Sipe
Online CommunicationsOnline Communications
The Web of the Future is Version 3.0
The Ubiquitous WebOnline Going OfflineUnified Data & IdentityFuture of Messaging
The Web of the Future is Version 3.0
The Ubiquitous WebOnline Going OfflineUnified Data & IdentityFuture of Messaging
Future
Did I miss Web 2.5.1?
Richard SipeRichard Sipe
Online CommunicationsOnline Communications
The Ubiquitous WebUsers are no longer tethered to
their desktop computers to get online
Mobile Phones, Gaming Consoles, Thermostats, Digital Cameras, and Household Appliances All Have Web Browsers
The Ubiquitous WebUsers are no longer tethered to
their desktop computers to get online
Mobile Phones, Gaming Consoles, Thermostats, Digital Cameras, and Household Appliances All Have Web Browsers
Future
Search Google on your fridge.
Richard SipeRichard Sipe
Online CommunicationsOnline Communications
Online Going OfflineNew Application Platforms Bring
Web Apps to the DesktopData Stored in Centralized Online
Repository & Synchronized Locally
Online Going OfflineNew Application Platforms Bring
Web Apps to the DesktopData Stored in Centralized Online
Repository & Synchronized Locally
Future
You’ve Got Spreadsheets!
Richard SipeRichard Sipe
Online CommunicationsOnline Communications
Unified Data & IdentitySemantic Web & Cloud Computing
Unifying and integrating data with a framework to enable deductive reasoning
Customized & Personalized Experience That Suggests What You Are Looking For
OpenIDUniversal Login & Identity
Unified Data & IdentitySemantic Web & Cloud Computing
Unifying and integrating data with a framework to enable deductive reasoning
Customized & Personalized Experience That Suggests What You Are Looking For
OpenIDUniversal Login & Identity
Future
Deduce my password!
Richard SipeRichard Sipe
Online CommunicationsOnline Communications
Future of MessagingConvergence of Mobile SMS &
Web MessagingTwitterPownce
Social Network MessagingMySpace & Facebook handle
more messages per day than Hotmail, Yahoo, and Google
Future of MessagingConvergence of Mobile SMS &
Web MessagingTwitterPownce
Social Network MessagingMySpace & Facebook handle
more messages per day than Hotmail, Yahoo, and Google
Future
txt me l8r k?
Richard SipeRichard Sipe
Online CommunicationsOnline Communications
The Technology of Web 3.0New Frameworks For Web DataNew Web Application Platforms
Adobe Air, Google Gears, Mozilla Prism, Microsoft Live Mesh
Mobile & Connected DevicesHTML 5.0
The Technology of Web 3.0New Frameworks For Web DataNew Web Application Platforms
Adobe Air, Google Gears, Mozilla Prism, Microsoft Live Mesh
Mobile & Connected DevicesHTML 5.0
Web 3.0
With nifty shiny interfaces.
Richard SipeRichard Sipe
Online CommunicationsOnline Communications
WEB 1.0WEB 1.0
Timeline
Where is PSU at on this timeline?
WEB 2.0WEB 2.0 WEB 3.0WEB 3.0
1994 - 2004 2004 - TODAY ~2010 ~2012
Richard SipeRichard Sipe
Online CommunicationsOnline Communications
Higher Education is Playing Catch-Up
• Most Universities are on Web Version 1.5!• Resource & Environment Challenged• Diverse Audience• Varied Stakeholders
Higher Education is Playing Catch-Up
• Most Universities are on Web Version 1.5!• Resource & Environment Challenged• Diverse Audience• Varied Stakeholders
@ Universities
Sounds like a challenge!
Richard SipeRichard Sipe
Online CommunicationsOnline Communications
Future of the Web @ Universities• Join the Conversation• Join the Community• Innovate
Future of the Web @ Universities• Join the Conversation• Join the Community• Innovate
Future @ Universities
The Future is NOW!
Richard SipeRichard Sipe
Online CommunicationsOnline Communications
Be a Part of the Conversation The Conversation is Going On Without You Users are Posting Information About Your
Institution Across the Web. Do you know what they are saying?
Engage Your Users Through Discourse
Be a Part of the Conversation The Conversation is Going On Without You Users are Posting Information About Your
Institution Across the Web. Do you know what they are saying?
Engage Your Users Through Discourse
Future @ Universities
Don’t Be Afraid of Users
Richard SipeRichard Sipe
Online CommunicationsOnline Communications
“Using Web 2.0 tools acknowledges that our audiences want to communicate with us and other like-minded individuals, says Loyola’s Drevs. ‘Blogs, video sharing, and online communities don’t change that; they simply change the medium by which that communication is delivered.’ ”
“Using Web 2.0 tools acknowledges that our audiences want to communicate with us and other like-minded individuals, says Loyola’s Drevs. ‘Blogs, video sharing, and online communities don’t change that; they simply change the medium by which that communication is delivered.’ ”
Future @ Universities
“Web 2.0 Marketing Schools Fear and Loathing in Web 2.0”CASE Sept 2007 CURRENTS!
Richard SipeRichard Sipe
Online CommunicationsOnline Communications
Join The Community Become Active in the Social Networks Strengthen & Manage Your Brand Globally Be Where the Conversation is Taking Place Reach Your Users Where They Are At
Join The Community Become Active in the Social Networks Strengthen & Manage Your Brand Globally Be Where the Conversation is Taking Place Reach Your Users Where They Are At
Future @ Universities
Be a Friend to the World.
Richard SipeRichard Sipe
Online CommunicationsOnline Communications
Innovate Engage Students and Professors Leverage User Created Content Be a Part of Building the Web of Tomorrow
Innovate Engage Students and Professors Leverage User Created Content Be a Part of Building the Web of Tomorrow
Future @ Universities
Change the World.
Richard SipeRichard Sipe
Online CommunicationsOnline Communications
• Engage Our Audience• Results Results Results• Bits and Bytes are Better than
Paper!
• Engage Our Audience• Results Results Results• Bits and Bytes are Better than
Paper!
Why?
We can’t afford not to!
Mailings to : 24,00 Students + 107,000 Alumni + 3,400 Staff
Online CommunicationsOnline Communications
PSU is an Engaged Institution Engagement describes the collaboration between Portland
State and its larger communities (local, regional, national, global) for the mutually beneficial exchange of knowledge and resources in a context of partnership and reciprocity. Through its engagement, Portland State creates and transmits knowledge with meaning and ensures relevant and authentic teaching and learning experiences.
PSU is an Engaged Institution Engagement describes the collaboration between Portland
State and its larger communities (local, regional, national, global) for the mutually beneficial exchange of knowledge and resources in a context of partnership and reciprocity. Through its engagement, Portland State creates and transmits knowledge with meaning and ensures relevant and authentic teaching and learning experiences.
Future @ Universities
Lets Be a Part of the Online “Mutually Beneficial Exchange of Knowledge”
Richard SipeRichard Sipe
Online CommunicationsOnline Communications
“What's exciting is that people are building new social systems, new systems of review, new systems of governance. My hope is that those will produce... new ways of working together effectively and fairly which we can use globally to manage ourselves as a planet.”
“What's exciting is that people are building new social systems, new systems of review, new systems of governance. My hope is that those will produce... new ways of working together effectively and fairly which we can use globally to manage ourselves as a planet.”
Future @ Universities
Sir Tim Berners-Lee
Developed the web while at the physics lab Cern.
Richard SipeRichard Sipe
Online CommunicationsOnline Communications
"As new devices… are released that make content almost as easy to access and view on a mobile as on a computer, the demand for mobile content will continue to grow. This is more than merely an expectation to provide content: this is an opportunity for higher education to reach its constituents wherever they may be."
"As new devices… are released that make content almost as easy to access and view on a mobile as on a computer, the demand for mobile content will continue to grow. This is more than merely an expectation to provide content: this is an opportunity for higher education to reach its constituents wherever they may be."
@ Universities
The 2008 Horizon Report
Online CommunicationsOnline Communications
Anyone who has a computer knows that Web 2.0 has made a huge impact on the world. That impact is very noticeable on college campuses, and Oral Roberts University is no exception.
People interested in ORU are no longer just looking at our Web site. They are cruising Wikipedia, Facebook, and blog sites to see what candid information is out there. ORU, like every other school has information posted all over the Web by a variety of individuals. Even though prospective students are most likely to research us, this user-generated content could potentially impact our alumni, donors, community members, and many others.
Students who are active participants of some of these sites are representing the university, though not officially. We have students who love to keep up their Facebook profile and post videos on You Tube. One student told me, "I know lots of people who have come to ORU because of my You Tube page." I believe him.
The big downfall in using third-party social networking sites for official university communications is that you have no control over what advertising is on the site and you have little control over the features. We saw the usefulness of social networking, but did not want the potential baggage that came along with it, so ORU decided to create its own in-house social network.
Anyone who has a computer knows that Web 2.0 has made a huge impact on the world. That impact is very noticeable on college campuses, and Oral Roberts University is no exception.
People interested in ORU are no longer just looking at our Web site. They are cruising Wikipedia, Facebook, and blog sites to see what candid information is out there. ORU, like every other school has information posted all over the Web by a variety of individuals. Even though prospective students are most likely to research us, this user-generated content could potentially impact our alumni, donors, community members, and many others.
Students who are active participants of some of these sites are representing the university, though not officially. We have students who love to keep up their Facebook profile and post videos on You Tube. One student told me, "I know lots of people who have come to ORU because of my You Tube page." I believe him.
The big downfall in using third-party social networking sites for official university communications is that you have no control over what advertising is on the site and you have little control over the features. We saw the usefulness of social networking, but did not want the potential baggage that came along with it, so ORU decided to create its own in-house social network.
@ Universities
Web 2.0 Oral Roberts University (OK) by Jeremy Burton, Director of Public Relations
Online CommunicationsOnline Communications
Whaley thinks that instead of worrying about the “what ifs,” advancement professionals should focus on the many positives that can result from social media, primarily direct contact with a multitude of stakeholders, including students, prospective students, parents, potential donors, industry, and the media. “In the past, producing content was the name of the game for PR professionals,” Whaley says. “We operated in the top-down mode of message generation.” The bottom line, she says, is that social media and Web 2.0 have changed the rules, and “we in public relations need to adjust our ‘control’ expectations as well.”
Using Web 2.0 tools acknowledges that our audiences want to communicate with us and other like-minded individuals, says Loyola’s Drevs. “Blogs, video sharing, and online communities don’t change that; they simply change the medium by which that communication is delivered.”
Whaley thinks that instead of worrying about the “what ifs,” advancement professionals should focus on the many positives that can result from social media, primarily direct contact with a multitude of stakeholders, including students, prospective students, parents, potential donors, industry, and the media. “In the past, producing content was the name of the game for PR professionals,” Whaley says. “We operated in the top-down mode of message generation.” The bottom line, she says, is that social media and Web 2.0 have changed the rules, and “we in public relations need to adjust our ‘control’ expectations as well.”
Using Web 2.0 tools acknowledges that our audiences want to communicate with us and other like-minded individuals, says Loyola’s Drevs. “Blogs, video sharing, and online communities don’t change that; they simply change the medium by which that communication is delivered.”
@ Universities
Web 2.0 Marketing SchoolsFear and Loathing in Web 2.0 - CASE Sept 2007 CURRENTS
Online CommunicationsOnline Communications
If you’re on the fence about allowing for user- generated content in your advancement mix, ask yourself if you would consider 3,700 new active members of an affinity group within two months a success. How about if 600 of those members were young alumni who had rarely, if ever, interacted with the alumni office before, but were now doing so on a weekly basis? Elon University in North Carolina has seen these results with the homegrown social networking site E-Squared, the Elon Town Square. Daniel J. Anderson, assistant vice president and director of university relations, says in terms of alumni and parent relations and instilling young alumni loyalty, the connections and conversations that take place on E-Squared would never have occurred without this new technology. “The interactions are magical,” he says, “and we have already met our goal of reconnecting alumni with their alma mater.”
Like interactive class notes, regional alumni chapters, and affinity groups all rolled into one, E-Squared allows alumni to connect with classmates and professors, share news and accomplishments in their personal profiles, and organize alumni groups and events. The same is true for students and parents as well. “A powerful feature of E-Squared,” Anderson says, is that it “begins to build connections between alumni and current students.” The alumni relations and career services staffs often spend countless hours trying to make student-alumni connections happen. E-Squared has the potential to generate such connections not only seamlessly but in a much more personal and direct way.
If you’re on the fence about allowing for user- generated content in your advancement mix, ask yourself if you would consider 3,700 new active members of an affinity group within two months a success. How about if 600 of those members were young alumni who had rarely, if ever, interacted with the alumni office before, but were now doing so on a weekly basis? Elon University in North Carolina has seen these results with the homegrown social networking site E-Squared, the Elon Town Square. Daniel J. Anderson, assistant vice president and director of university relations, says in terms of alumni and parent relations and instilling young alumni loyalty, the connections and conversations that take place on E-Squared would never have occurred without this new technology. “The interactions are magical,” he says, “and we have already met our goal of reconnecting alumni with their alma mater.”
Like interactive class notes, regional alumni chapters, and affinity groups all rolled into one, E-Squared allows alumni to connect with classmates and professors, share news and accomplishments in their personal profiles, and organize alumni groups and events. The same is true for students and parents as well. “A powerful feature of E-Squared,” Anderson says, is that it “begins to build connections between alumni and current students.” The alumni relations and career services staffs often spend countless hours trying to make student-alumni connections happen. E-Squared has the potential to generate such connections not only seamlessly but in a much more personal and direct way.
@ Universities
Web 2.0 Marketing SchoolsFear and Loathing in Web 2.0 - CASE Sept 2007 CURRENTS
Online CommunicationsOnline Communications
More @ my Blog - richandstephsipe.com rich_sipe @ del.icio.us - My Bookmarks richsipe @ gmail.com - My Email richsipe @ flickr - My Photos richsipe @ YouTube - My Videos richsipe @ twitter - My Jabbering rich_sipe @ hotmail.com - My IM
More @ my Blog - richandstephsipe.com rich_sipe @ del.icio.us - My Bookmarks richsipe @ gmail.com - My Email richsipe @ flickr - My Photos richsipe @ YouTube - My Videos richsipe @ twitter - My Jabbering rich_sipe @ hotmail.com - My IM
Continue the Conversation
Richard SipeRichard Sipe