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The Minnesota State Colleges and Universities system is an Equal Opportunity employer and educator. Minnesota State Colleges and Universities MnSCU Web.

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Presentation on theme: "The Minnesota State Colleges and Universities system is an Equal Opportunity employer and educator. Minnesota State Colleges and Universities MnSCU Web."— Presentation transcript:

1 The Minnesota State Colleges and Universities system is an Equal Opportunity employer and educator. Minnesota State Colleges and Universities MnSCU Web Strategy Presentation and discussion April 15, 2013

2 Goal: Implement an Enterprise Web Strategy  Coordinate all the ongoing and planned web-related activities of the MnSCU system office  Ensure MnSCU web strategy supports the strategic framework and achievement of MnSCU’s broader business objectives  The Enterprise Web Strategy is one element of broader systemwide IT and communication strategies (e.g., “keep the lights on,” technology upgrades, marketing campaign, etc.) 2

3 Outcomes – mnscu.edu  A more effective gateway to colleges and universities established  Increased enrollment  Increased awareness and familiarity of MnSCU and its colleges and universities  All web touch points reflect positively on MnSCU and its colleges and universities  Web user experience is more effective and consistent for all audiences  Synergies and efficiencies increased  Conflicts avoided  Web projects subject to visibility and accountability 3

4 Research conducted  Current web analytics  Stakeholder interviews  Document reviews  Competitive/market analysis  Review of previous research  MnSCU website review/experience 4

5 Recommendations 1.Sharpen focus on key audience 2.Establish strategic governance 3.Improve user experience 4.Create content strategy 5

6 Sharpen focus on key audience Primary Audience: Current and Prospective Students  Traditional  Transfer  Adult learners  Continuing Education  Online  Military  PSEO/ concurrent enrollment Sharpen focus on key audience 6

7 Secondary audiences Addressed, but not main priority  MnSCU employees (transition to SharePoint/Intranet)  Public  Legislators, media, general  Board of Trustees  Business partners (customized training)  MnSCU “rogue” sites  360⁰ Manufacturing  Healthforce Minnesota  Advanced Minnesota Fire Training  Advance IT Minnesota  Etc. 7 Other potential audiences Sharpen focus on key audience

8 Recommendations 1.Sharpen focus on key audience 2.Establish strategic governance 3.Improve user experience 4.Create content strategy 8

9 Governance  Provide strategic direction and ensure quality, consistency and efficiency  Establish a web governance framework of:  People – strategy, decision-making, content, IT, execution  Guiding principles – for prioritizing projects/initiatives/resources  Well-defined workflow processes – consistent approach 9 Establish strategic governance

10 Governance - people 10 Vice Chancellor Advancement Vice Chancellor IT Vice Chancellor ASA College and university reps Content working group lead IT working group lead Web Governance Council Content Working Group IT Working Group Working Groups Establish strategic governance

11 Governance – guiding principles Examples:  Aligns with strategic framework  Meets business objective(s) (e.g. increased enrollment)  Addresses needs of prospective students  Reduce operating cost  Facilitates stakeholder success  Estimated time to completion/ resource availability  Investment/expense required  Replication/best practice opportunity  Off-the-shelf vs. custom 11 Establish strategic governance

12 Governance – processes Content Working Group IT Working Group Execution Subcommittees Measurement Feedback Establish strategic governance Decision to Act/ Approvals Web Governance Council reporting 12

13 Governance – path forward  Implement framework for governance  Set up cross-functional governance committees  Identify members and responsibilities  Create approval processes  Adopt benchmarks, policy, procedure  Bring MnSCU-owned “rogue” sites under MnSCU brand umbrella 13 Establish strategic governance

14 Recommendations 1.Sharpen focus on key audience 2.Establish strategic governance 3.Improve user experience 4.Create content strategy 14

15 User experience  Make it easy for user to access, interact, complete tasks  Relevant content  Clear navigation 15 Improve user experience

16 User experience  Public site – prospective student experience  Design  Navigation – provide quick access to information  Segment content & functionality  Provide easy access to the right content at the right time  Research  Conduct user experience research during design  Establish Analytics  Monitor user experience/relevancy – adjust  Campaign effectiveness 16 Improve user experience

17 17 Improve user experience

18 18 Improve user experience

19 Establish Analytics - Metrics  Determine key performance indicators (KPIs) and metrics aligned with UX/business/marketing goals  Optimize each site page (copy, video, photos) against a goal  Set-up Google Event Tracking  AdWords campaigns  Analyze results regularly and optimize for improvements  Implement site search analytics  Develop regular reporting schedule  Use results to inform decisions 19 Improve user experience

20 Improve user experience – path forward  Determine role of user experience in organization (i.e., agree that MnSCU web presence is about the user – what the user wants)  Implement information architecture focused on delivering positive experience for all audiences  Improve core functionality  Earn trust  Improve form design  Simplify  Create consistency  Unify user experience across technology platforms and applications to create consistency  Adhere to design principles  Set-up analytics goals 20 Improve user experience

21 Recommendations 1.Sharpen focus on key audience 2.Establish strategic governance 3.Improve user experience 4.Create content strategy 21

22 Create content strategy  Make it easy and efficient for people to create, deliver, publish and maintain useful, usable, consistent, relevant content  Ensure content is focused on helping users accomplish the tasks they are trying to complete 22 Create content strategy

23 Content strategy - how  Figure out what content we have, what we need, and what we can eliminate  Identify how our content will be structured and prioritized  Determine clear workflow for creating, approving and maintaining content  Assign people responsibility and authority 23 Create content strategy

24 Content workflow process 1. Client REQUESTS “Study Abroad” section; meets with Web Content Editor 2. Web Content Editor CONFIRMS new content meets business objective, user need (study abroad attracts more students = increased enrollment) 3. Planning session defines SCOPE, BUDGET and TIMELINE 4. APPROVED by IT and Content Subcommittee; PERMISSION from WGC 24 Plan Create Publish 5. Experts from MnSCU study abroad programs are content SOURCES 6. Content Editor assigns responsibility to CREATE web-ready content 7. Content Editor MANAGES editing, proofing, compliance 8. Content APPROVED by client, Web Content Editor 9. Content submitted to IT for development and PUBLISHING 10. Client, Editor share responsibility for content MAINTENANCE Content workflow example, incorporating governance: Create content strategy

25 Content strategy – path forward  Audit content  Conduct process audit  Design content workflow  Establish metrics  Designate roles and responsibilities  Appoint Web Content Editor 25 Create content strategy

26 Next Steps 1.Establish Web Governance Council  Finalize guiding principles  Appoint Content and IT Workgroup leadership and members; convene workgroups 2.Initiate priority projects  Quantitative content audit and inventory  Conduct process audit  Implement use of guiding principles  Develop RFP for redesign of mnscu.edu 26


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