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Doing things the 'HE way' is often used as the excuse for accepting inefficient processes, slow uptake on innovation and stubbornly refusing to change. In a relatively small university like Goldsmiths, we consider ourselves more than aware of these shortcomings, which means encouraging an institution to work digital first is a challenge. So, what lessons can be learned from experience in other sectors to help break out of this mindset? Unsurprisingly, a lot. At Goldsmiths we're in the midst of a 'digital transformation', where we're building the foundations for a fundamental, and completely essential, culture change. But, wherever you'd position your organisation in terms of digital uptake, most of these lessons could be applied to the next phase of your digital journey, and give a fresh way to approach those all too familiar challenges. As well as the tips from outside HE, there will also be a celebration of why digital CAN and SHOULD be easier to embrace in HE, and some of the advantages we have as a sector.
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Lessons from other sectors in driving culture change.
Ellen Godwin
Digital Manager
Goldsmiths, University of London
1
Or, how to stop working the HE way.
Goldsmiths
Issues
1. Team
Issues
2. Investment
Issues
3. “Our website is like our shop window.”
NO NO NO NONO NO NO NONO NO NO NONO NO NO NO
We need changes, and to accept change
UK universities <3 digital transformation
• Bath bath.ac.uk
• Imperial imperial.ac.uk
• University of the Arts arts.ac.uk
• Portsmouth portsmouth.ac.uk
Let’s channel 2Pac
1. Get your team (and act) together
Let’s channel 2Pac
2. We changed the way we consult with colleagues (aka, people don’t know what’s good for them)
Project Advisory Panel
Yes – Review and feedback
No – Sign off!
Projects:
•Give focus
•Time-based
•Chance to experiment
•BUT keep projects few & far between. Use them as the change catalyst.
Need change? (Sadly) you might need a project
1. Find new partners
#sfg
“So many HEIs are stuck in their ways (maybe don’t say that) so with a little bit of courage and a good agency on board it shouldn’t be too difficult to achieve something that makes you stand out from the crowd”
- Our digital agency
For the health of your website, go outside the HE agency gene pool
2. Give content the respect it deserves
Start to think
like a magazine
1. Personas
2. Reporting
3. Proofing & style guidelines
4. Governance
1. Personas
2. Analytics
2. Analytics“We definitely look at data quite closely, but the key is not to be a slave to it. I think the best thing is you need to have writers who are equipped with absolutely brilliant, accurate data. And then they can use it as a tool for creativity…
So the idea is you look at the number of shares a post has had on the previous day. And that should spark ideas.”
Luke Lewis – Buzzfeed UK Editor
3. Proofing
4. GovernanceTranslate:
Into:
3. Stop asking everyone for sign off
“Hello web team,
See the attached file. Is it possible to have:
CMYK 42-13-0-51 for the text and navigation barCMYK 38-11-0-34 for the column borders (the background that sits outside of the webpage itself)”
Let the shoe designer DESIGN THESHOES
Issues with accepting difficult changes?
1. Bring everything back to research, data, and your users
2. Bring in external experts
4. Focus on the small, achievable tasks
“Look at the world around you. It may seem like an immovable, implacable place. It is not, With the slightest push - in just the right place - it can be tipped.”
The second of GDS’ ‘Digital by default’ principles:
H.E. CAN AND SHOULD BE GREAT AT DIGITAL
“The course at Goldsmiths has been one of the greatest personal and professional experiences of my life. It has validated my passions and inspired me to dream big in the future. I learn something every day, and the people in my life say they have never seen me happier or more in touch with my goals and dreams. I can not stress enough how much London, Goldsmiths, my coursemates, my hall mates and the world of Applied Theatre have changed my life for the better.”
Theatre and Performance student
UK universities to keep an eye on:
blogs.bath.ac.uk/digital
www.arts.ac.uk
yorkwebteam.blogspot.co.uk
Never forget
Thank you
@ellen_godwin
gold.ac.uk
