beyond digital: transforming the institution
TRANSCRIPT
April 18, 2023 #iwmwm15 #B11
Beyond Digital: Transformingthe Institution
An afternoon with two teams
University of Bradford
Liverpool John Moores
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Themes/topics• Intros and overviews
• Current priorities, opportunities and challenges
• Web versus digital: the changing shape of online activities in HE
• Governance and ownership
• Content creation and curation
• Adoption of standards
• Personalisation
• Working with external agencies
• Managing expectations (of senior colleagues!)
• Beyond Digital: key themes and next steps
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Welcome and introductions• Liverpool John Moores University
• University of Bradford
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Hello from Bradford• Who we are and where we’re from!
– Claire– Paddy– Katie– Anna
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University of Bradford: Web Team• Web Team
– Claire, Paddy, Katie, Anna
• Based in central Marketing (External Affairs)
• History of the Web Team (abridged!)
• Web resources across university (but no line management)
• Sysadmin/backend in IT
• Mobile/app in IT
• Social media and video in Comms
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Directorate of External Affairs
April 18, 20236
DirectorMark S Garratt
Head of Admissions, UK and Eire Recruitment
and OutreachClaire Pryke
PARachael Sunter
Head of MarketingAnna White
Head of Communication
sEmma Bridge
Head of Alumni & Development
TBC
Head of International
Billy Mitchell
Head of Arts on Campus
Iain Bloomfield
Head of Events and
PartnershipsEleanor Clyde-Evans
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Marketing
Head of Marketing
CRM Manager
CRM Assistant Manager
CRM Co-ordinator
Web & Content Manager
Senior Web Developer
Web Content Editor
Web Assistant
Copy Quality Editor
Publications Officer 0.6
Research Analyst
Marketing Manager PG/Intl
Marketing Manager UG
Digital Marketing Manager
TBC
Compliance Manager
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Current priorities, opportunitiesand challenges
• Transforming the Institution– Liverpool John Moores– University of Bradford
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University of Bradford• Priorities
– Iterative programme of web developments – not big bang– Roll out of new brand – layout and design templates– New external home page – team approach– Atomic design– Funding for World Class website project – might change emphasis after IWMW!– Single point of truth – course information (XCRi)– Digital campaigns
• Opportunities– Collaborative working– 10 year Corporate Strategy and vision
• Challenges– Digital literacy (students and staff)– Understanding end to end processes across the institution– Authorship – too many?– Lack of vision at more granular level– Service versus strategy– Conflicting priorities– Where we are based?
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Web Versus Digital: the changing shape of online
activities in HEIs
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Bradford• Web Officer > Web Manager > Web and Marketing
Manager > Web and Content Manager
• Blur boundaries – necessity
• Is there a common understanding of what ‘digital’ is?
• Content strategy – shared vision
• Central and Faculty (hub and spoke?)
• Systems and UX/front end
• Where does ‘web’ sit?
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Governance and
Ownership
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Bradford• Central and department
• Collaborative not authoritative (not quite hub and spoke)
• Moderators and Contributors
• CMA Guidance – scrutiny and on SMT radar
• Devolved
• Time and skills
• Training
• Policies
• Single points of truth (lack of!)
• Definitive data and information
• Workflows
• Single points of success/failure
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Content Creation and
Curation
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Bradford• Content strategy (again)
• Online and offline (all touch-points)
• Many authors yet not enough (of the right) content
• Many authors = inconsistencies
• Expert voice
• Content format and channel
• Sharable content
• Telling the story – but can be difficult to find the stories in the first place
• #teambradford
• Ties in with governance
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Adoption of Standards
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Bradford• XCRi-CAP – E-prospectus standard (BS 8581)
• BS 8878 – Web Accessibility Code of Practice
• Cyber Security ISO 27001 (Information Security)
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Personalisation
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Bradford• Online and offline
• Your Bradford: red carpet way in to our web content driven by CRM activity e.g. emails
• Tailored content to their interests and geography
• Growing theme
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Working with External Agencies
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Bradford• Azorus (CRM)
• TerminalFour (CMS)
• SiteImprove (Web Governance)
• Click4Assistance (Live Chat)
• Design and print
• Agency Day
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Managing Expectations
(of Senior Colleagues!)
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Bradford• Often (ex) academics
• Not digital natives
• Know their priorities
• Have data to hand – be on front foot
• No jargon – don’t try and be clever (or defensive!)
• I’ve seen X do Y – we should do it!
• Don’t say no – say ‘how about we try this instead’!
• Managing up to get air-time
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Beyond Digital: key themes and next steps
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Wrap up and close
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