Download - Better Web Projects Through Strategy
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STRATEGYBETTER WEB PROJECTS THROUGH
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HIGHEDWEB 2013PRESENTED AT
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mStoner.com
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#heweb13 #wrk6
SHARE
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The Plan and the Pattern
Five Strategic Questions for Better Web Work
Strategy Exercise
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TACTICALOnline Advertising
AnalyticsPrototyping
Design
Content
Development
Social Media
User Testing
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TACTICALOnline Advertising
AnalyticsPrototyping
Design
Content
Development
Social Media
User Testing
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Strategy = Winning
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Strategy ≠ Managing
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STRATEGYIS
A PLAN
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“Strategy is the creation of a unique and valuable position.”
– Michael E. Porter, Harvard Business School
Source: hbr.org
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In higher education, a strategic web projectstrengthens the position of your institution.
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trincoll.edu/urbanglobal
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STRATEGY IS A PATTERN
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Source: http://bit.ly/1cijx6O
“An emergent strategy is a pattern of action that develops over time in an organization...
despite a mission and goals.”– Henry Mintzberg, McGill University
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If you built your site with:
responsive web design,
accessibility compliance,
speed optimization,
and configured site search
...
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... you have an emergent web strategy.
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The emergent web strategy is to serve content to everyone from any device.
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Emergent strategies exist even if they go unobserved.
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Building on patterns that already workmeans a higher chance of success.
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FIVE STRATEGIC QUESTIONS(for better web projects)
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How does your web project relate to your organization’s mission and financial goals?
1
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MISSION
YOUR PROJECT
FINANCIAL GOALS
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“We are more urban and global than other liberal arts colleges.”
MISSION + RECRUITMENT
trincoll.edu/urbanglobal
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futurity.org
“We are one of the world’s top research universities.”
MISSION + RESEARCH
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MISSION + CLASSROOM EXPERIENCE“Our teaching combines location-based and online learning.”
itap.purdue.edu/studio
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Who is the primary audience for your project?
2
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Traditional Age StudentsTransfer Students
International StudentsGraduate Students
Continuing Ed StudentsNoncredit Students
Parents
Current StudentsAlumniFaculty
StaffBusinesses
Peer InstitutionsJob Seekers
THE TYRANNY OF .EDU AUDIENCES
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We’re about to look at a degree page example.
Real names have been replaced with emoji cat heads to protect the innocent.
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LET’S DO IT AGAIN.
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= PROSPECTIVE STUDENTS= CURRENT STUDENTS
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THINGS THAT STRENGTHEN THE POSITION OF A UNIVERSITYWITH PROSPECTIVE STUDENTS
A modified version of: xkcd.com/773
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WEB STRATEGY( LOVINGLY SET IN COMIC SANS)
THAT’S
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How can your project make a bigger statement beyond the web?
3
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When can you get feedback from your audience?
4
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Knowing who ≠ knowing what they want
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Primary purpose: a place for them celebrate, share, and explore
Primary audience:Brown University fanatics
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We conducted interviews before prototyping, in person at the Brown University campus.
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We conducted user tests on prototypes (using gotomeeting.com).
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We performed task-based usability tests with both Chalkmark and usertesting.com.
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The Brown team will monitor analytics, social activity and content submissions post-launch.
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How can you sustain the content needs of your web site?
5
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The content is the ecosystem.Without it, all you have is a landscape.
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Beyond a broad strategy,you’re going to need a content strategy ...
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... and dedicated time for contentcreation and curation.
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Luckily, @radiofreegeorgy is hereto talk about content strategy next.
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THE EXERCISE
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For a project in flight, or one you’ve completed, answer the five questions.
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How does your web project relate to your organization’s mission and financial goals?
Who is the primary audience for your project?
How does (or how could) your project make a bigger statement beyond the web?
When did (or could) you get feedback from your audience?
How do (or will) you sustain the content needs of your site?