a case for digital strategy at ualr
Post on 19-Oct-2014
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Why digital?A case for bringing us together online
Why should I care about digital?
In a word:
STUDENTS
In two words:
MORESTUDENTS
In three words:
RETAIN MORE
STUDENTS
What is digital?
Digital is everywhere we turn.
And nowadays, it is where students turn first.
Digital is everywhere:
● It’s the way the world operates now.
vertical
horizontalDigital is
Organizations are still
The new paradigm is horizontal
● Communication is omni-directional and across all demographics (grandmothers are on Facebook)
● Communication happens where it happens (phones, tablets, etc.) and in multiple mediums, channels, and demographics
● It is social, conversational, and raw – not cleansed and curated
The old pair of dimes of one-directional communication is no longer valid
● Communicating with one another and with UALR in the social sphere
● Creating reviews in Google
● Sharing experiences on and off campus
● Not subject to our vertical hierarchy
The new pair of dimes: face-to-face-to-face communication, everywhere, all of the time.
Are we listening and are we a part of that conversation?
Students are:
What have we done about it?
● Establish a full-fledged digital team that knows about content, code, design, data, social, and marketing
● One-on-one training
● Report findings
● Integrated analytics across all channels
● Monitor peers and competitors for benchmarking
● Optimized content for organic search success
Improving the online experience
Adopt practices that:
• Find broken student experiences
• Fix them
• Measure the results
Adopt practices that:
• Make good student experience behavior the norm
• Create a consistent framework for measure quality
Adopt practices that will:
• Give organization more sophisticated toolkit for student experience
• Share data learnings across the university
Adopt practices that will:
• Help organization define experience that is truly unique by revealing unmet student needs, re- framing student problems, and re- thinking ecosystem
Adoption path courtesy of Ben Cooper
Insights across all channels
New tools for competitive analysis
Organic search = Free
What else are we doing about it?
● Student-centered redesign of the homepage and other top-level sites
● Responsive design for mobile● Using data to create personas and
navigational cues● “Selfie-centered” marketing to engage
students on their devices
● Migrations and sustainability of websites
Redesign: Admissions site overhaul
Responsive: Mobile usage up 50%
Admissions usable on many devices
Marketing selfies: MyFuture@Work
The digital path
Funnel courtesy of Ben Cooper
Migrations: Moving to 2013
Why are we migrating?
● Better content
● Better organization of content
● Better promotion of YOUR content
● More functionality, flexibility, features
● More support
How can we help you?
● Training
● Digital strategy and tactics
● Social and marketing campaigns
● Site migrations
● Content promotion
● Analytics and insight
How do I get started?
Contact us at ualr.edu/digital/
Start the strategic process with Jennifer at [email protected]
To receive the monthly digital report, please add “monthly report” to the request at:ualr.edu/digital/contact