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Approach to digital strategy (web, mobile, social, content) at Bentley University.
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Digital@BentleyWeb, Mobile & Social Overview
Val FoxDigital Engagement Office
@valeriefoxwww.slideshare.net/foxatbentley
Digital Engagement Team
• Who’s on the team? – Now: 3 developers , 1 designer, 1 project manager– 1 PT Drupal support manager/trainer
• Who’s on the extended team?– 200+ Drupal users and 40+ social media contributors
• What do we manage & support?– www.bentley.edu (strategy & execution)– Mobile experience (strategy & execution)– Social (strategy; execution TBD)
Digital Strategy
• Leverage user insights to inform the web experience
• Adopt tiered prioritization• Enable distributed content
creation on Drupal • Establish social media strategy &
best practices• Support mobile visitors• Engage audiences with relevant
content
Digital strategy
Institutional priorities
User experience
Brand
Content strategy
Mobile
Social media
USER EXPERIENCE
Higher Ed Website Woes: No one thinks about the USER!
Source: xkcd.com
Leverage User Insights
Inform site experience and priorities based on:• Analytics• Research (surveys, focus groups)• Personas• Usability testing
Objectives include:• Audit & improve Google Analytics tracking & reporting (KPI
dashboards, etc.)• Create and adopt personas for key target audiences• Conduct ongoing usability testing & on-site surveys• Establish User Advisory Boards
INSTITUTIONAL PRIORITIES
Tiered Prioritization
DRUPAL DISTRIBUTED CONTENT CREATION
Drupal: Distributed Content Creation
• Migrate to enterprise managed cloud hosting environment at Acquia– Support entire stack– Simplified site architecture (2 >1 docroots)
• Complete move to Drupal 7 for remaining sites:– Undergraduate Admissions– Graduate Admissions– Campus Life– Centers
• Support 200+ Drupal users across campus– Launched user groups (6x/year) & labs
(monthly)– Launched on-demand video training
SOCIAL MEDIA
Social Media: Expand engagementbeyond www.bentley.edu
Objectives:– Create brand awareness & engagement – Drive “free” traffic to the site
Approach:– Create digital content to fuel cross-platform
engagement– Leverage audience insights to inform platform
and content decisions– Create a consistent voice– Adopt test & learn cycles
SUPPORTING MOBILE USERS
Platform Decision
Native App
or
Mobile Web(m.bentley.edu)
70% of college-bound high school students would browse a school’s mobile site on their device browser rather than download a mobile app for that school.
Noel Levitz 2012 report
Platform Decision
Native App
or
Mobile Web(m.bentley.edu)
or
Responsive Design
What are mobile visitors doing?
Mobile Roadmap: Phased Approach
• V1: Core mobile site– Shuttle schedule, map, directory, etc.
• V2: Resources for prospective students
• V3: Resources for current students– Registration/MyBentley
June 2012: Launch m.bentley.edu for smartphones
Fall 2012: Launch responsive Undergrad and Grad Admissions sites
TBD: Based on web services timeline
Mobile Experience V1: June 2012
• Shuttle: Schedule & real-time tracker• Campus map: Google Maps
w/direction capabilities• Directory: Search faculty/staff & call
from mobile device• Athletics: bentleyfalcons.com mobile
site• Calendars: Academic calendar/EMS
(for now)• Library: Library’s mobile site• Social media: Links to FB, Twitter,
and YouTube• Full site: Access to standard site
Mobile Experience: V2 – V3
V2 Fall 2012
V3 TBD
CONTENT STRATEGY
Engage audiences with relevant content
Platform Objectives Audience ContentBentley Ideas Promote faculty research
(replace Selected Research)
Influencers & peers in academic & business communities
Research-focused
Nimble Create a platform for thought leadership
Business leaders & partners, alumni, donors, grad students, parents, peers
Informed opinion pieces from faculty, staff, 3rd parties, etc.
Bentley Now Create a platform for student-driven stories
Current & prospective students, young alumni, faculty & staff
Fun, fast, informal coverage of “things that students care about”
We are in the process of developing a series of new content networks:
Questions?
Contact Bentley’s Digital Engagement Office:Val Fox, DirectorEmail: [email protected]: @valeriefox