the role of digital strategy in external portfolios
DESCRIPTION
This presentation was delivered at the Canadian Council for the Advancement of Education (CCAE) 2013 National Conference in St. John's, Newfoundland and Labrador, June 8-10, 2013. Description: Digital Strategy impacts more external (and internal) university stakeholders more frequently and more consistently than any other method of engagement. Learn why digital strategy in the external portfolios (university/external relations and advancement) is critical to the success of every university’s strategic goals, how to create a digital strategy unit at your university, and how to measure its overall performance and efficacy for the university Outcomes: 1. Discover the opportunities for the modern university in strategic creation of an institutional Digital Strategy. 2. Recognize how changes in higher education require institutional Digital Strategy for Canadian universities. 3. Develop a three-prong approach for successfully implementing institutional Digital Strategy across a complex landscape. 4. Review success stories based on quantitative analytics and understand how to continuously optimize your institutional Digital Strategy.TRANSCRIPT
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Rassemblons-‐nous... Maintenant! Pour échanger des idées sur les courants changeants en avancement Congrès na6onal 2013 St. John's (Terre-‐Neuve-‐et-‐Labrador) du 8 au 10 juin 2013
Come Together . . . Right Now! Sharing ideas on the changing seascape of advancement
2013 CCAE Na6onal Conference St. John's, Newfoundland and Labrador, June 8 – 10, 2013
St. John’s NF & L│ June 8-10 juin, 2013
The Role of Digital Strategy in External PorSolios
Jennifer Chesney Associate Vice-President, University Digital Strategy Twitter: @JGChesney #UAlberta Email: [email protected]
Reality Check
Who owns Digital Strategy at your university?
A. IT
B. Everybody; we kind of wing it
C. An intern, when I’ve got budget for one
D. Don’t get me started…
Who owns Digital Strategy?
“The reality is some things will fail, but we need them to fail fast. And then we can build it back up faster.” “In that world, we have no value in a corporate CIO, because all departments are different. We want to focus on users. “Agile shouldn’t apply just to services, but to the culture. We want to look externally and see what we can deliver.”
- Stephen Kelly, Chief Operating Officer, HM Government April 2013, PublicTechnology.net
From “Agile Government: What the Scrapping of CIO means to digital strategy” http://www.publictechnology.net/features/agile-government-what-scrapping-cio-means-digital-strategy/37649
You do.
Digital Strategy impacts more external (and internal) stakeholders more frequently and more consistently than any other method of engagement.
Who owns Digital Strategy?
The Power of Digital Strategy UAlberta.ca: 9M+ pageviews per month and growing
9M pageviews per month on @3M visitors
@100,000 visitors per day
100,000 visitors to engage, inspire, make proud
to study here
to work here
to give
Every. Single. Day.
The Power of Digital Strategy Numbers to ponder…
Study here
Apply now Accepted Registered Attended Graduated
Work here
Apply now Interviewed Hired Years of Service
Give to us
Give now Online donation/call leads
Volunteer Projects/time volunteered
Mentor Mentee success stories
The Power of Digital Strategy: Everything can be measured
The Power of Digital Strategy: More numbers to ponder…Social Media Twitter Reach: 48 hours of one UAlberta event
Twitter Reach: total number of Twitter users who have received the tweet in their feed
You do.
This isn’t IT.
This is sales, marketing, product development and community engagement on steroids.
Who owns Digital Strategy?
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Rassemblons-‐nous... Maintenant! Pour échanger des idées sur les courants changeants en avancement Congrès na6onal 2013 St. John's (Terre-‐Neuve-‐et-‐Labrador) du 8 au 10 juin 2013
Come Together . . . Right Now! Sharing ideas on the changing seascape of advancement
2013 CCAE Na6onal Conference St. John's, Newfoundland and Labrador, June 8 – 10, 2013
University Digital Strategy
Founding Vision and Goals 2010: To become one of the best examples of a post-secondary digital learning environment enabled by our web, mobile, social networks and IT systems capabilities.
1. Champion interdisciplinary knowledge sharing
2. Empower student and staff innovation
3. Commit to audience-centric design 4. Build for the mobile, connected community
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Rassemblons-‐nous... Maintenant! Pour échanger des idées sur les courants changeants en avancement Congrès na6onal 2013 St. John's (Terre-‐Neuve-‐et-‐Labrador) du 8 au 10 juin 2013
Come Together . . . Right Now! Sharing ideas on the changing seascape of advancement
2013 CCAE Na6onal Conference St. John's, Newfoundland and Labrador, June 8 – 10, 2013
Digital Strategy Catalogue
Business & Academic Goals Fulfillment
Performance and Optimization
Web/mobile strategy
User Engagement & Loyalty
Digital analytics & advertising strategy
Social Media mash-up strategy
Digital learning environment & products
Digital Analytics
Portfolio Management
Development & Design
Keep it lean. (small core team; contractors as needed)
Set digital strategy goals to help meet institutional goals.
Provide digital services at no cost to all faculties/units.
University Digital Strategy Org Structure
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Rassemblons-‐nous... Maintenant! Pour échanger des idées sur les courants changeants en avancement Congrès na6onal 2013 St. John's (Terre-‐Neuve-‐et-‐Labrador) du 8 au 10 juin 2013
Come Together . . . Right Now! Sharing ideas on the changing seascape of advancement
2013 CCAE Na6onal Conference St. John's, Newfoundland and Labrador, June 8 – 10, 2013
Digital Strategy Team Roles
Leaders Project Managers Team Leads Designers Developers
Analysts
User Experience Quality Assurance
Collect Data
Analyze Data / Report
Find an issue
Investigate / Insight
Recommend Solution
Feedback Improve “?”
Identify success metrics
Responsive Design
Collect Data
Analyze Data / Report
Find an issue
Investigate / Insight
Recommend Solution
Feedback Improve “?”
Identify success metrics
Build predictions
Strategies / Tactics
Recommend Solution
Identify success metrics
re
Monitor success metrics
RESULTS
So what?at your university?
UAlberta.ca Ecosystem
International & Organic Search Trends
Mobile & Social Media Visits Trends
Digital Donations
Like sourdough starter…at your university?
Digital Donations Trend
Focus on conversion tactics leads to increase in number and size of donations via web and social media.
Digital Donations Trend
Number of donations via digital overall: + 84% 2011 vs. 2010 + 45% 2012 vs. 2011
Digital Donations Trend
Significant jumps in digital donations 2012 vs. 2010 Huge opportunity for: Long Tail Giving Crowdfunding Microcampaigns
Digital Donations Trend - Mobile
Number of donations via mobile: + 2,899% 2011 vs. 2010 + 101% 2012 vs. 2011
Digital Donation Trend - Mobile
Mobile donations by Source by Year: • $73 avg per social media • $106 avg per ualberta.ca • $96 avg per direct link to
online giving form
2010 International Digital Donations Total by country
2011 International Digital Donations Total by country
2012 International Digital Donations Total by country
Coming Soon • Synchronous blended learning best practices • First MOOC: Dino101 (Dinosaur Paleobiology) • Cross-university digital collaboration
2013 • Online Visioning Report • Digital Learning Pilots R&D • Pedagogy & Machine Learning Research
Memorandum of Understanding with Udacity
Digital Learning Environment & Products
Digital Learning Environment & Products
Every Canadian university has Digital Strategy in its external portfolio.
Digital Strategy units participate in provincial, national, and international collaborations.
How do we get there?
What is holding us back?
How can we help each other?
My Vision Quest
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Rassemblons-‐nous... Maintenant! Pour échanger des idées sur les courants changeants en avancement Congrès na6onal 2013 St. John's (Terre-‐Neuve-‐et-‐Labrador) du 8 au 10 juin 2013
Come Together . . . Right Now! Sharing ideas on the changing seascape of advancement
2013 CCAE Na6onal Conference St. John's, Newfoundland and Labrador, June 8 – 10, 2013
Thank you
Jennifer Chesney Associate Vice-President, University Digital Strategy Twitter: @JGChesney #UAlberta Email: [email protected]