new home, new views
DESCRIPTION
An overview of the development of Bates College's new home and news sites in 2009.TRANSCRIPT
New Home, New Views
Jay Collier • Communications and Media RelationsSeptember 10, 2009
BATES ONLINE – PHASE 1
ONLINE ENGAGEMENT
Context for engagement
Process: Interactive engagement, bridging broadcast and interpersonal relationships
Result: Mutually-satisfactory exchanges of value facilitated by online experiences
Benefit: Meaningful impact
Timeline: Continues for a lifetime
ONLINE ENGAGEMENT
Vision for engagement• Start with
powerful universal ideas
•Deepen involvement toward greater commitment
•Ultimately: build personal relationships
Powerful, universal ideas
Personalized interactions
Ambivalence toAwareness to
Interest toParticipation toCommitment
TOWARD
FROM
Publishing to global audiences
Creating knowledge togetherLEARNING COLLABORATIONS
Exchanging value and commitment
SERVICES & TRANSACTIONS
TELLING THE BATES STORYThe most universal messaging
The most personalized
interactions
Informing interested people NEWS, EVENTS, UPDATES
ONLINE ENGAGEMENT
Online engagement at Bates• Start with universal,
persuasive messaging
• Learn what’s happening in areas of interest
• Visit public collaboration spaces and participate in the creation of new knowledge
• Make exchanges of value through online transactions
• Build personal relationships
Powerful, universal ideas
Personalized interactions
LEARNING COLLABORATIONS
SERVICES & TRANSACTIONS
TELLING THE BATES STORY
NEWS, EVENTS, UPDATES
Powerful, universal ideas
Personalized interactions
LEARNING COLLABORATIONS
SERVICES & TRANSACTIONS
TELLING THE BATES STORY
NEWS, EVENTS, UPDATES
ONLINE ENGAGEMENT
Shift in perspective
• Engagement perspective• Functional perspective
Corporations,Foundations
CurrentStudents,& Families
ProspectiveStudents
& Families
Alumni &Friends
CurrentFaculty &
Sta!
GeneralPublic
ProspectiveFaculty &
Sta!
PhilanthropicPartners
ONLINE ENGAGEMENT
Lifelong engagement
• This deepening of engagement continues over time
• Each time a Bates person or partner enters a new role, they begin a new phase of engagement
• Continuity is important at those potential “speed bumps”
ONLINE ENGAGEMENT
Goals of Bates online
• Help Bates people connect with each other, across roles — student, faculty, staff, alumni — on campus or off.
• Help people connect with the ideas that interest them the most: scholarship, research, narratives, events, places, groups, and service.
• Draw constituents and friends into a satisfying and deepening lifelong experience of Bates that reflects and expresses core values.
• Make online Bates ultimately portable, so that people can participate from anywhere, anytime.
ONLINE ENGAGEMENT
Principles of effective online experiences
• Be dependable – anywhere, any time, any device
• Be intuitive – simple publishing, searching, finding
• Be useful – helpful information and instructions
• Be engaging – appealing, personal, immersive
• Be personalizable – up to date feeds on personal interests
• Be sociable – online spaces for intellectual collaboration
• Be meaningful – insight into what matters to you
ONLINE ENGAGEMENT
Indicators of success
• Increased length of average visit
• Increased number of pages per visit
• Increased number of actions, such as email subscriptions or clicks to donation URL
• Increased external use of content
• Improved response time for content updates
• Reduced technical skills required for content developers
ONLINE ENGAGEMENT
Timeline – 2007• January: Started prototyping
in Drupal, WordPress, and Expression Engine
• March: Began establishing Bates brand in social media, starting with Facebook, YouTube, Flickr, Twitter
• December: Began listening sessions with students, faculty, staff, alumni, parents
ONLINE ENGAGEMENT
Timeline – 2008• March: “One Bates, Many Journeys”
• May: Collaboration with Cornell
• June: Full-time position from Bill Hiss
• September: Created prototypes for Bates Views, Explore Bates, and Dabble database for events, tables, lists
• October: Active development on prototypes by students
• November: Recruited new producer
• December: Home 4 sponsored
ONLINE ENGAGEMENT
Timeline – 2009• January 2009: Selected strategic
partner agency
• February: Hired and oriented online media producer
• March: Convened multiple strategy discovery sessions
• April: Completed final information architecture
• May: Completed first round interface design
ONLINE ENGAGEMENT
Timeline – 2009• May: Proposed visual concept
• June: Released clickable prototype
• July: Released campus-wide
• August: Copy & images edited, external sources, recoded for IE6
• September: Launched Home 4.0
• October: Release Home 4.1 and Views interface
• Content platform discovery, selection, configuration, production
Publishing to global audiences
Creating knowledge togetherLEARNING COLLABORATIONS
Exchanging value and commitment
SERVICES & TRANSACTIONS
TELLING THE BATES STORYThe most universal messaging
The most personalized
interactions
Informing interested people NEWS, EVENTS, UPDATES
ONLINE ENGAGEMENT
Next phase• Home and Views
improvements
• Content platform discovery
• Proposed: Departments and Offices online strategy and site production
• Consulting on collaboration software (wikis, blogs) for groups and teams
Publishing to global audiences
Creating knowledge togetherLEARNING COLLABORATIONS
Exchanging value and commitment
SERVICES & TRANSACTIONS
TELLING THE BATES STORYThe most universal messaging
The most
Informing interested people NEWS, EVENTS, UPDATES
EVOLUTION
Thank you
Please help us continuously improve online Bates
Jay Collier — [email protected]