integrated communications and the bates web
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Integrated Communications and the Bates Web
GETTING STARTED
For Bates CollegeJay Collier, Communications and Media Relations (CMR)
January 26, 2007
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WHERE WE ARE NOW
What We’ll Cover
Ten questions ... support a strategic perspective that will align Web vision with communications planning
• Where we are now
• Where we could go
• How we’ll get there
• Your suggestions
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WHERE WE ARE NOW
1. Why does the Web matter?
• The Web has become a powerful global force in collaboration and knowledge-sharing
• For the on-campus community at Bates, the Web is becoming an important tool for teaching, learning, and business processing
• Above all, for off-campus constituents, the Web is becoming the primary point of contact and engagement with the College
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WHERE WE ARE NOW
2. What is Bates’ “identity” on the Web?
• Bates’ Web identity is the total experience that people have of Bates based on Web impressions
• That experience is produced by Bates faculty, staff, and students — as well as external contributors, both commercial and non-commercial
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WHERE WE ARE NOW
2. What is Bates’ “identity” on the Web?
• Text searches: “Bates College” (over 700,000 references)
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WHERE WE ARE NOW
2. What is Bates’ “identity” on the Web?
• Blog searches: “Bates College” (over 1,700 entries)
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WHERE WE ARE NOW
2. What is Bates’ “identity” on the Web?
• News searches: “Bates College” (about 90 recent stories)
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WHERE WE ARE NOW
2. What is Bates’ “identity” on the Web?
• Public articles: Wikipedia (main article)
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WHERE WE ARE NOW
2. What is Bates’ “identity” on the Web?
• Public articles: Wikipedia (75+ related Bates articles)
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WHERE WE ARE NOW
2. What is Bates’ “identity” on the Web?
• Commercial content: College Prowler (partial online content)
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WHERE WE ARE NOW
2. What is Bates’ “identity” on the Web?
• Social networks: Facebook (over 500 Bates members)
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WHERE WE ARE NOW
2. What is Bates’ “identity” on the Web?
• Social networks: Live Journal (in-depth discussions covering student life at Bates)
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WHERE WE ARE NOW
2. What is Bates’ “identity” on the Web?
• Social networks: Linked In (professional connections)
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WHERE WE ARE NOW
2. What is Bates’ “identity” on the Web?
• Social networks: MySpace (nearly 900 members from Bates)
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WHERE WE ARE NOW
2. What is Bates’ “identity” on the Web?
• Media sharing: Flickr (hundreds of images of Bates)
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WHERE WE ARE NOW
2. What is Bates’ “identity” on the Web?
• Media sharing: YouTube (20+ videos about Bates)
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WHERE WE ARE NOW
2. What is Bates’ “identity” on the Web?
• Web services: GoogleEarth (Aerial imagery)
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WHERE WE ARE NOW
2. What is Bates’ “identity” on the Web?
• Web services: GoogleEarth (Aerial imagery)
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WHERE WE ARE NOW
2. What is Bates’ “identity” on the Web?
• Web services: GoogleEarth (Aerial imagery)
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WHERE WE ARE NOW
2. What is Bates’ “identity” on the Web?
• Web services: GoogleEarth (Aerial imagery)
— Jay’s desk
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WHERE WE ARE NOW
2. What is Bates’ “identity” on the Web?
• Now, not only is the amount of externally-produced content about Bates growing quickly, so too is the amount of Bates-produced content
• Many systems and services are used to publish content into bates.edu
• So, let’s look more closely at the Bates Web “domain”...
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WHERE WE ARE NOW
3. What’s inside the Bates Web “domain”?
• The Bates Web domain consists of all online content and services that have bates.edu in their address. This includes ...
• The core Web site at: www.bates.edu
• Dozens of other official and personal Web sites that have evolved within the Bates domain over the past 15 years
Here are some examples ...
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WHERE WE ARE NOW
3. What’s inside the Bates Web “domain”?
• The core Web site at www.bates.edu (17,000 pages)
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WHERE WE ARE NOW
3. What’s inside the Bates Web “domain”?
• Official content from academic departments, administrative offices, committees, and ad hoc groups at abacus.bates.edu (41,000 pages)
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WHERE WE ARE NOW
3. What’s inside the Bates Web “domain”?
• Curricular content for dozens of courses at webct.bates.edu and leeds.bates.edu
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WHERE WE ARE NOW
3. What’s inside the Bates Web “domain”?
• Personal content from faculty, staff, and students at abacus.bates.edu (over 7,800 pages)
4th highest global Google result for “roman gladiator”:
abacus.bates.edu/~mimber/Rciv/gladiator.htm
4th highest global Google result for “centrifugation”:
abacus.bates.edu/~ganderso/biology/resources/
centrifugation.html
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WHERE WE ARE NOW
3. What’s inside the Bates Web “domain”?
• Services (library, curricular, and adminstrative) at: webmail.bates.edu, ladd.bates.edu, illiad.bates.edu banner.bates.edu, kent.bates.edu
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WHERE WE ARE NOW
3. What’s inside the Bates Web “domain”?
• Alumni content at community.bates.edu
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WHERE WE ARE NOW
4. Who uses the Bates Web?
• Prospective students and their families — who may want to learn why Bates is a good choice for them
• Current students and families — who may want to learn about living, studying, and working here
• Prospective faculty and staff — who may want to learn why Bates is a good place to work
• Current faculty and staff — who may want to use services that support teaching and working
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WHERE WE ARE NOW
4. Who uses the Bates Web?
• Alumni and friends — who may want to learn how to stay connected with other Bates alumni
• Community & neighbors — who may want to learn why Bates is an important civic partner
• News reporters — who may want to know what's new and newsworthy at Bates
• Professional colleagues — who may want to learn how Bates is leading the way
• Interested friends — who may want to know all of the above
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WHERE WE ARE NOW
4. Who uses the Bates Web?
Why do we use the Bates Web?
• To help students learn
• To support social connections
• To persuade our constituencies
• To recruit students, faculty, and staff
• To process business transactions
And many other reasons
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WHERE WE ARE NOW
5. Who contributes to the core Web?
• Look and feel – CMR
• News & marketing content – CMR
• Other content – from over 100 campus Web authors
• Web servers, systems, and training support – ILS
• Oversight – a collaboration of CMR and ILS leaders and managers
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WHERE WE ARE NOW
6. What are our strengths & weaknesses?
Strengths of the core Web
• We have an excellent source of news, feature, and marketing content
• We have a single system for publishing the entire core site
• We have a talented staff that works in close collaboration
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WHERE WE ARE NOW
6. What are our strengths & weaknesses?
Weaknesses of the core Web
• We lack a strategic process for communications
• We have limited staff and budgetary resources
• We have no content development workflow to assure accuracy, timeliness, or quality
• A great deal of effort will be needed to migrate our legacy content from 2001 to 2007 standards
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WHERE WE ARE NOW
7. Why should we focus on the Web now?
• The role of Bates’ core Web site has become more significant as alternative content about Bates proliferates
• The Web, itself, has matured into a powerful tool for achieving successful integrated communications results
• An in-depth communications office audit is underway
• We have a directive from the president to improve Bates Web content
• We have a new VP-level Web oversight team
• The last strategic evaluation of the Bates Web was in 2000
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HOW WE’LL GET THERE
8. How will we find the right path?
As we move forward, we need to:
• Think strategically about communications
• Understand which key characteristics distinguish Bates from our peer institutions
• Develop an annual plan for integrated communication
• Focus on top priority communications outcomes
• Define success metrics, estimate resources required, and move forward with funded initiatives
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HOW WE’LL GET THERE
9. What are the next steps?
• Web communications is an important program that will grow more critical to Bates’ success over the coming years
• With your guidance, we are moving forward on the development a comprehensive communications strategy that fully integrates the Web
• We intend to do great work that informs ... and inspires
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HOW WE’LL GET THERE
10. What other questions should we ask?
Thank you for your guidance
Jay Collierwww.bates.edu/communicationswww.jaycollier.net