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CMS, e-communication tools, CRM, portals, online communities, and web 2.0 what you need to know to maximize their impact on your institution. CASE District II Conference Presentation January 2008 San Juan, Puerto Rico
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Technology Alphabet Soup
Paul RedfernDirector of Web Communications &
Electronic MediaGettysburg College
Introductions
• My background
• Gettysburg College
• Gettysburg Web Structure
• What do you hope to get out of today?
Questions for today
• What do you need to know to maximize the impact on your institution?
• What should you be thinking and asking about as it relates to your institution?
• What are strategies for benchmarking and assessing the impact of these tools?
What do you need to know to maximize the impact on your
institution?
The world of web 2.0
• The web used to be a place where information was provided - now the web is interactive
• Authenticity– Blogs– Youtube
• User Generated Content - Comments- Rating- Share
What are the buzz words we use?• CMS
• E-communication
• CRM
• Portals / Online Communities
• Social Networking
CMS
• Content Management System
– Trend in higher education web redesign
– Costs vary between systems
– Decentralized way to manage web content
E-communication
• Many different tools and costs
• E-mails / E-postcards / E-newsletters
• Sends and manages mailing lists
• Provides data on opening rates and where recipients click to and from a campaign
CRM
• Customer Relationship Management
• Many different definitions
• Used by higher ed at varying levels
• Manages interactions between a customer and the institution
• Examples – Amazon & Netflix
Portals & Online Communities• Gateway provided by the College
• Multiple audiences use multiple vendors
• Different look and feel from public website
• Personalized
• Provides Services
Social Networking
• Networking opportunity offered by a third party
• All audiences are participating
• Examples – Facebook / mySpace
– Gettysburg Class of 2012 – 131 members– Gettysburg College Alumni – Over 800 members
What do you need to know to maximize the impact on your
institution?
Questions/Discussion
What should you be thinking and asking about as it relates to your
institution?
Gettysburg College Web Decision Making Philosophy• Strategic
– What technologies give us the most return on the investment of our time and money?
• Execution
– What can we execute well?
How do we execute the philosophy?• Resources
– How do we take advantage of current resources?
– Do they need to be realigned?
– Which ones do we need to advocate for?
• Data and Assessment
– Data (user data & focus groups) drives decision making
– Use benchmark data to assess decisions
Gettysburg TimelineDec 2004 – Presidential decision to redesign web
June 2006 – Launched new redesign/CMS
June 2006 – Added Web Communications Office / web budget
2006 – 07 School Year – Started incorporating video & podcasting
May 2007 – Added integrated E-communication tools
July 2007- Realigned communications resources to support web
Fall 2007 – Launched CRM prospective students/alumni
Winter 2007/Spring 2008 – Starting to add Web 2.0 tools
Where are the gaps?
• Intentionally
– Social Networking
– Blogs
• We can’t execute
– Print to Digital
– Print on demand
What can we do better?
• Video– Using youTube– More Authentic
• Connecting print and web– Reusing content– Alumni Magazine
What should you be thinking and asking about as it relates to your
institution?
Questions/Discussion
What are strategies for benchmarking and assessing the
impact of these tools?
User Data
• Hits - Unique visitors - Time on site
Macro Data
Detailed Data
Other Data
• How do we measure success of redesign?– 15% increase in applications for admission– 133% increase in number of online gifts– 85% increase in total amount of online gifts– 75% increase in Conservatory Auditions
Focus Group Data
• Prospective Students
• Current Students
• Faculty
• Staff
• Alumni
What are strategies for benchmarking and assessing the
impact of these tools?
Questions/Discussion
Questions for today
• What do you need to know to maximize the impact on your institution?
• What should you be thinking and asking about as it relates to your institution?
• What are strategies for benchmarking and assessing the impact of these tools?
Thank you
Questions / Discussion
Paul Redfern
Director of Web Communications & Electronic Media
Gettysburg College