perils, pitfalls, and pleasures: moving print publications to life online

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Perils, Pitfalls, and Pleasures:Perils, Pitfalls, and Pleasures:Moving Print Publications to Life Moving Print Publications to Life

OnlineOnline

Bob Johnson and Jay CollierBob Johnson and Jay CollierJ.Boye Conferences Philadelphia 2010J.Boye Conferences Philadelphia 2010

May 4-6May 4-6

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Who is Bob Johnson?Who is Bob Johnson?

Higher education marketer since 1980sHigher education marketer since 1980sWriter of monthly “Your Higher Education Writer of monthly “Your Higher Education Marketing Newsletter”Marketing Newsletter”Owner… Bob Johnson Consulting, LLCOwner… Bob Johnson Consulting, LLCPartner w/Gerry McGovern at Customer Partner w/Gerry McGovern at Customer Carewords, LtdCarewords, LtdChair of Symposium for the Marketing of Chair of Symposium for the Marketing of Higher Education, 1994 to 2003Higher Education, 1994 to 2003Ph.D. in political science (UMass Amherst)Ph.D. in political science (UMass Amherst)

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Who is Jay Collier?Who is Jay Collier?

Twenty years developing, managing, Twenty years developing, managing, producing, and editing programs in producing, and editing programs in educational media communicationseducational media communicationsWeb Communications Manager at Bates Web Communications Manager at Bates CollegeCollegePreviously: Dartmouth, MIT, WGBH, PBSPreviously: Dartmouth, MIT, WGBH, PBSB.S., Boston Univ. Coll. of CommunicationsB.S., Boston Univ. Coll. of CommunicationsM.A., Union Institute and UniversityM.A., Union Institute and University

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8 key points about the Internet…8 key points about the Internet…

People are impatientPeople are impatient

People are impatientPeople are impatient

People are impatientPeople are impatient

People are impatientPeople are impatient

People are impatientPeople are impatient

People are impatientPeople are impatient

People are impatientPeople are impatient

People are impatientPeople are impatient

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The Golden Rule…The Golden Rule…

5 seconds to connect5 seconds to connect

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The Peril:The Peril:Web readers can’t scan your pagesWeb readers can’t scan your pages

If people can’t scan your pages and engage in 5 seconds or less, people won’t read your

content…

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The Pitfalls…The Pitfalls…

Need to get print online ASAPNeed to get print online ASAPWant people to see what the print Want people to see what the print

designer intendeddesigner intended

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You can’t scan this annual report…You can’t scan this annual report…

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You can’t scan magazines like this…You can’t scan magazines like this…

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““Flip” technology doesn’t help…Flip” technology doesn’t help…http://issuu.com/umson/docs/university_of_maryland_nursinghttp://issuu.com/umson/docs/university_of_maryland_nursing

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The Pleasures…The Pleasures…

Repurpose print for the web…Repurpose print for the web…Often with blog softwareOften with blog software

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Chicago gets it right for years…Chicago gets it right for years…http://magazine.uchicago.edu/http://magazine.uchicago.edu/

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Carleton prompts action…Carleton prompts action…http://magazine.carleton.ca/http://magazine.carleton.ca/

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Easy to scan annual giving report…Easy to scan annual giving report…https://apps.carleton.edu/giving/report/2009/https://apps.carleton.edu/giving/report/2009/

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Give people a format choice?Give people a format choice?http://magazine.jhu.edu/http://magazine.jhu.edu/

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““Blogazine” format works well…Blogazine” format works well…http://alfredmagazine.alfred.edu/... http://csumagazine.com/http://alfredmagazine.alfred.edu/... http://csumagazine.com/

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Case Study: Bates Co llegeCase Study: Bates Co llege

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•Define vision and goals•Demonstrate and prototype•Launch and fine tune•Evaluate costs and benefits

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Define vision and goals

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Be dependable – anywhere, any time, any device

Be intuitive – simple publishing, searching, finding

Be helpful – helpful information and instructions

Be interesting – appealing, personal, immersive

Be personalizable – up to date feeds by interest

Be welcoming – online spaces for collaboration

Be meaningful – insight into what matters to you

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bit.ly/wphighedbit.ly/wphighed

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Questions?Questions?

• Jay Collier Jay Collier — — jcollier@bates.edu - www.BatesWeb.netjcollier@bates.edu - www.BatesWeb.net