Don’t Take Your Website for Granted

mark a. greenfield

markgr.com/fingerlakes

Mark Greenfield

Higher ed web professional, consultant, keynote speaker, futurist, uwebd overlord,

lacrosse coach, tennis player, music lover, dog rescuer

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I beg to differ

I beg to differ

Site Visits Unique Visitors

Page Views

Undergraduate Admissions 612,779 377,122 2,970,932

Undergraduate Catalogue 531,344 264,136 3,498,272

Registrar 704,101 328,054 2,193,575

Bursar’s Office 358,875 206,643 1,260,171

Financial Aid 194,826 118,423 652, 417

Moving Forward

1. Implement web governance

2. Integrate social technologies

3. Prepare for the mobile web

Moving Forward

1. Implement web governance

mark a. greenfield

Bringing Web Governanceto Higher Education

Most organizations address web quality by redesigning their site or investing in infrastructure when the real problem lies in the management practices.

Operations

Evaluation

Strategy

the web lifecycle

The web is a strategic asset that needs appropriate management structures

and resources.

Web Governance

an organization's structure of staff (each with well-defined roles, responsibilities, and authorities); technical systems; and the policies, procedures, and relationships such staff have in place to maintain and manage a website.

Web Governance

Deciding who gets to decide

(assigning roles and responsibilities, then holding those people accountable)

Web Strategy

The use and allocation of organizational resources to accomplish long-term objectives

Why do you have a website?

“There is nothing so useless as

doing efficiently that which

should not be done at all.”

- Peter Drucker

Web Operations

effective, efficient management of daily web operations.

Web Evaluation

• Must measure both the product and the process• Must measure both web metrics and business

metrics• All data must be actionable• Must use a combination of qualitative and

quantitative methodologies

Moving Forward

1. Implement web governance

2. Integrate social technologies

© 2010 Altimeter Group

Many brands approach in disparate fashion

25

Social Network

Corporate Website

© 2010 Altimeter Group

Many brands approach in disparate fashion

26

Corporate Website

+Social

Network

Moving Forward

1. Implement web governance

2. Integrate social technologies

3. Prepare for the mobile web

The Mobile Web

mobile is as different from the internet as tv is from radio

Carnac the Magnificent

The number of mobile phones sold last year

1.37 Billion

The number of mobile phones subscription world-wide

5.2 Billion

The percentage of people who will access the Internet from a

mobile device by 2015.

(It’s already 75% in Japan)

80%

The number of times the average person checks their mobile

phone per day

150

Percentage of teens in the U.S. can send a text message blindfolded.

(They can type faster on a phone than a QUERTY keyboard)

42%

Key Takeaways

think of your website as a strategic assetrather than a cost center

quantify the value of the web

know the problem you are trying to solve

focus on ROI and efficiencies

create a web strategy that is the foundationfor a comprehensive digital strategy

Institutional Strategy

Web Strategy

ContentStrategy

Social MediaStrategy

IT Strategy

Communications Strategy

take a holistic approach to content

remember the web is not a project

it takes on the shape of the system that presents it

it takes on the shape of the system that presents it

Content is like water… Content is like water…

SocialSocial

MobileMobile

WebWeb

Template

Template CMS

PagePage

PagePage

TemplateTemplatePagePage

contentcontent

designdesign

Separate Content from Design

ContentContent TemplateTemplateXSLT 2.0

TemplateTemplate

TemplateTemplate

Web Page

SocialSocial

Mobile

Multi-Channel Output

1. Make your site presentable

2. Responsive design

3. Mobile website

4. Mobile apps

Use an Incremental Approach to the Mobile Web

Inspiration

don’t take your website for granted

your website is the foundationfor all your online activity

Thank You

mark a greenfield

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