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“I want the view from the outside”
Brian Kelly
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Honest
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Blunt
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Harsh
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Inspiring
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“Institutional culture is crippling
your web strategy”
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Pre-web organisations
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“Bureaucracies are honed by the
past and almost never can they deal
effectively with the future”
Leroy Hood
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Slow, committee based decision making
Departmental silos
Internally facing
Internal politics
Site seen as just a marketing tool
Project mentality
OFFICIALLY
SCREWED
Web team as a service
Biggest issues
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The project mentality
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“The web requires cross discipline and
cross departmental communication”
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Designer Developer
Project manager Content editor
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1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
Redesign
Redesign
Redesign
Redesign
Threshold of effectiveness
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2008
2009
2010
2011
Redesign
Redesign
A lack of activity, vision & leadership
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Launch
5 weeks
1 year
2 year
Expenditure in time and effort
Lots
What we know about users
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Your website is never done
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Departmental silos
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Information
services
Web team
Schools
Departments Comms
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Web steering committee
Comms
Information
Services
Student
Recruitment
Alumni
International
Student
services
???
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Studying > Prospective students > International students > Information for international students > Mexico >
Overseas representatives > Anglo Latino Education Partnership
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The web team as a service
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“Most organisations still perceive
web team members as IT
specialists who provide a service to
other staff within the company”
boagworld.com/business-strategy/web-team/
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Faculty dean Faculty dean
Head of comms
Head of student
recruitment
Web team manager
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What needs to be done?
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Become user focused
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Why?
★ Reduce costs
Avoids building functionality that is not needed
★ Increases effectiveness
Increases customer satisfaction and so conversion rates
★ Provides a criteria for inclusion
Prevents academics demanding certain content is added to the
site whether or not its appropriate
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Have a strong centralised web team
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Web team
Comms
Information
Services
Schools
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Create policies and procedures
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No content
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Creating a consistent user experience
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Establish a tone of voice
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Accessibility policy
Content approval
Content removal
Development standards
Testing requirements
Social media policy
...
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Work incrementally
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Priorities Select Define Test & monitor
Anybody can propose
a new card
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No content
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What you can do
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User cards
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As a prospective undergraduate student.
I want to look at what courses this University
offers in a particular subject area.
So I can decide whether to include this
university in my shortlist of place to attend.
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No content
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Information
services
Schools
Comms
Web team
Departments
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No content
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No content
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It is often easier to ask for
forgiveness than to ask
for permission.
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Why take the risk?
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But if not us, then who?
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The directorate? The web steering committee?
Marketing?
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“We are the ones that see most
websites are broken. We see the
need. Only we can instigate the
change.”
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“Don’t wait to be picked”
Seth Godin, Icarus Deception
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Because the landscape is changing
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“Universities used to offer a job for
life, not any longer.”
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The web is
a black hole
into which
money
is poured
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You need to become indispensable
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“Leaders are not picked. They step up”
Seth Godin, Icarus Deception
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“Richard Branson hails ‘Intrapreneurs’”
entrepreneur.com/article/218011
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Digital is critical
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“Knowledge is power”
Sir Francis Bacon
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To make your job more fun!
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Here’s the problem: organizations
are the context for our work, and
when it comes to the web,
organizations are broken.
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“Success is going from failure to
failure with no loss of enthusiasm”
Winston Churchill