1. Presentation and discussion April 15, 2013
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.)

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

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

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

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

7. Secondary audiences Addressed, but not main priority
Sharpen focus on key audience
Secondary audiences Addressed, but not main priority
Other potential audiences
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.
Sharpen focus on key audience

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

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
Establish strategic governance

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

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

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
Establish strategic governance

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

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

17. Improve user experience

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
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
Improve user experience

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

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
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
Create content strategy

24. Content workflow process
Content workflow example, incorporating governance:
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
Plan
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
Create
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
Publish
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
Create content strategy

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