Digital and Higher-Ed
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The document discusses the emergence of a new digital ecosystem for higher education. It notes that colleges and universities will need to operate via both physical and digital/mobile channels to stay relevant. This will create an integrated ecosystem where signs are emerging, like more consumers accessing content via mobile devices. To thrive in this new environment, schools will need to challenge existing models and become more agile, innovative digital organizations that can adapt to constant technological changes and deliver personalized online experiences.
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Digital and Higher-Ed
- 1. Digital Digital Digital Digital Digital Digital Digital Digital Digital Scott MacFarland | 12.2.12 1010101010101010101010101 Ecosystem for Higher-Ed
- 4. Digital Digital Digital Digital Digital Digital Digital Digital Digital Digital is 01010101010101010101 4 the life around you.
- 5. Digital Digital Digital Digital Digital Digital Digital Digital Digital Digital is 01010101010101010101 5 the life around you. And so much more.
- 6. All forms of media Gaming Technology Speed Measurement Manipulation Electronic Human resource competencies Workflow / Process Investment Operating model / Capabilities Consumer experience / UX Consumer behavior Branding, positioning, Trends Business development Marketing/Advertising strategy Creative development Distribution Content creation Learning Monetization Accuracy Never stops evolving Simplification Digital Digital Digital Digital Digital Digital Digital Digital Digital 01010101010101010101 6 intuitive integrated interactive implement information instruct internet invent impulsive increase intellectual international involve innovate invite inquisitive impulsive immediate incredible identity illustrate ideate imagery imagine input Digital is...
- 7. 9.2% Digital Digital Digital Digital Digital Digital Digital Digital Digital The Digital Ecosystem In the years to come, even the most traditionally- minded colleges and universities will have no choice but to operate via Internet and mobile as well as physical channels. This will create a new, integrated ecosystem. 01010101010101010101 7
- 8. 36.8% 40.8% 9.2% Digital Digital Digital Digital Digital Digital Digital Digital Digital Signs of this new digital world are emerging all around us, and they are expanding weekly. The Digital Ecosystem • We are seeing a billion new and more mobile consumers accessing content via mobile and tablet devices (Accenture Study 2011) • These advances are early signs that a fully- established “digital world” hasn’t stopped, but is emerging in even more areas than we thought • A world driven by new devices and mass technology, where the agility to adapt to constant change while delivering personalized content experiences will be a prerequisite for sustained high performance • Personalization of the consumer experience requires schools to become more agile and efficient in serving the new, mobile, digital consumer and his or her social network • This intensifies the need for a new digital operating model for colleges and universities 01010101010101010101 8
- 9. 36.8% 40.8% 9.2% Digital Digital Digital Digital Digital Digital Digital Digital Digital Innovation and Distribution Constant innovation and distribution are essential • Create a high performance digital operating model • To do this, the college of the future will remove embedded barriers “This is how we always did it”, thus enabling it to be more digitally savvy • Redefine itself to become a more agile and more innovative institution • Become ready and equipped to exploit and implement digital opportunities To build such an operating model, institutions need to challenge existing thinking and transform themselves to harness digital opportunities. 01010101010101010101 9
- 10. 36.8% 40.8% 9.2% Digital Digital Digital Digital Digital Digital Digital Digital Digital Seizing the mobile revenue opportunity As new collaborative digital mobile channels emerge, they share critical success factors. • Access to diverse mobile content is vital • Linkage with customer interactivity • Understanding, control and ownership of the customer as a unique individual consuming content across different channels, devices and times 01010101010101010101 10
- 11. 36.8% Digital Digital Digital Digital Digital Digital Digital Digital Digital Digital in 24 Months Within 2 years there will be even newer behaviors related to converged devices and experiences. Student consumers are migrating rapidly to new modes of digitally enabled, multichannel consumption behaviors. 01010101010101010101 11 If current trends continue, by 2018 there will be more full-time online post-secondary students than student s who take all their classes in a physical location. - The Blended & Virtual Learning Frontier Special Report (E.Rebublic 2012)! http://www.centerdigitaled.com/reports/ ! And Beyond - Accenture Study 2011
- 12. 36.8% 9.2% Digital Digital Digital Digital Digital Digital Digital Digital Digital Online Best Practices • Build a community (example: have students blog, build websites, upload photos and videos of themselves... be content creators) • Foster collaboration • Instill the “4 Cs”(creativity, critical thinking, collaboration, communication) • Remember that tech tools are just “tools” for educational objectives. • Map out first what standards you want to achieve, then find the tool to help staff and students get there 01010101010101010101 12 - The Blended & Virtual Learning Frontier Special Report (E.Rebublic 2012)! http://www.centerdigitaled.com/reports/ !
- 13. 36.8% 9.2% Digital Digital Digital Digital Digital Digital Digital Digital Digital Digital Learning Stats • 93% say streaming is a factor in selecting an MBA program • 83% learn more in courses when lectures are available on-demand • 82% strongly preferred courses with digital lectures 01010101010101010101 13 - The Blended & Virtual Learning Frontier Special Report (E.Rebublic 2012)! http://www.centerdigitaled.com/reports/ !
- 14. 36.8% 9.2% Digital Digital Digital Digital Digital Digital Digital Digital Digital Digital Strategy Flexible: Your digital strategy will need to be flexible enough so that your instructional design model as well as your institutional digital marketing & social media strategy can adapt and repurpose itself as each new student behavior or new device experience gains traction. Assess: Assess your current operating model. How flexible is it for change, and how will it transform to harness all these new digital opportunities. Ask yourself... How future-proof is it? New and Cool: Just because there are many new digital platforms and channels doesn’t mean you have to invest in them. 01010101010101010101 14
- 15. 36.8% 9.2% Digital Digital Digital Digital Digital Digital Digital Digital Digital Accelerate Change Initiatives The past few years has seen the domestic education market accelerate their change initiatives across the entire campus. This is in response to the pervasive impact of digital disruption. At the same time, some institutions focused on digital innovation and now have a renewed confidence as their focus shifts even more from the brick and mortar campus to everything digital. This is survival with a digital twist. It’s a major paradigm shift for nearly all of Higher-Ed. 01010101010101010101 15
- 16. 36.8% 40.8% 9.2% Digital Digital Digital Digital Digital Digital Digital Digital Digital • Pressure to get in the digital space “now” • The huge learning curve requiring young minds and seasoned veterans to digitally collaborate or face possible extinction of college the way we know it • The brick & mortar business model must change Which way do we go? Where do we start? • Colleges know they need to be innovative, but they do not know how to capture innovative ideas and turn them into profitable, sustainable business practices • Many are still not sure how to move their campus to a place that is completely different than where they are now What keeps college administrators up at night besides the economy? -- digital 01010101010101010101 16
- 17. 36.8% 40.8% 9.2% Digital Digital Digital Digital Digital Digital Digital Digital Digital • Consumers now have the power to define your brand all over the world with a single click • Transitioning from traditional to digital • Keeping up with the speed of digital • Measuring digital initiatives • Opening the institutional brand • College administrators struggle to shift their mindset to think about today’s young student and their digital behavior because it is so different and it changes rapidly 01010101010101010101 17 What keeps college administrators up at night besides the economy? -- digital
- 18. 36.8% 40.8% 9.2% Digital Digital Digital Digital Digital Digital Digital Digital Digital Questions Q: Are we “digital enough”? Q: Are we wasting opportunities every day in the classroom to be digital content creators? Q: How do we digitize, package, distribute, support and re-sell this new digital product? Q: Why should we buy online content when we are already creators of it? Q: How do we adapt yet still keep our pedagogical principles in tact? Q: Is there a new norm? Q: Where do we start? 01010101010101010101 18
- 19. 36.8% 40.8% 9.2% Digital Digital Digital Digital Digital Digital Digital Digital Digital • Professors will become digital content creators • Digitize classroom content • Create it once, sell it many times • Create a branded online content delivery network that displays, interacts, remediates, engages and monetizes classroom content for students anywhere, anytime • Survival for Higher-Ed means they must adapt to the digital ecosystem and create their own The New Norm 01010101010101010101 19
- 20. 36.8% 40.8% 9.2% Digital Digital Digital Digital Digital Digital Digital Digital Digital Colleges / Universities must consider harnessing 8 fundamental drivers: • Digital Consumer Behavior • Digital Content Creation • Digital Engagement • Digital Distribution • Digital Time Shifting • Digital Monetization • Digital Re-Selling • Create it once, sell it many times Today’s student-consumer expects to choose and consume learning content where they want, the way they want it, the time the want, wherever and whenever they want. This is not your brick and mortar learning institution anymore. Direct from the dot-com manual 01010101010101010101 20
- 21. 36.8% 40.8% 9.2% Digital Digital Digital Digital Digital Digital Digital Digital Digital Digital Monetization remains a major challenge, and an area of uncertainty for many institutions. What is clear is that Higher-Ed typically does not have a diverse revenue model looking in this direction. -- it’s time to look. • Monetization is critical for a sustainable digital learning model to occur and be successful • Digital distribution opens up new areas of growth, at a time when student consumers are increasingly prepared to pay for learning content experiences • Multi-platform operation is no longer an option, but an imperative (web, tablet, live, virtual, blended) • Tablet / mobile probably has the biggest growth potential Colleges must find an economically viable trade-off between multi-platform services and interoperability across devices. All while simultaneously creating custom content for every platform and consumer experience. Digital Monetization 01010101010101010101 21
- 22. 36.8% 40.8% 9.2% Digital Digital Digital Digital Digital Digital Digital Digital Digital Some innovative colleges and universities have worked hard to be innovative and continued to invest in digital channels, even in the recent economic downturn. They are pressing ahead with their student centric initiatives, while also improving their ability to operate more commercial models. They have done this while managing a more complex and sophisticated marketing and enrollment strategy. Media and Entertainment companies embraced change while racing to redesign their strategies for the digital ecosystem and deliver the content experiences that consumers want and will pay for * Higher-Ed needs to learn from the media giants Content Consumption 01010101010101010101 22
- 23. 36.8% 40.8% 9.2% Digital Digital Digital Digital Digital Digital Digital Digital Digital of schools have an official Facebook fan page 98% 81% of schools do not use Twitter for marketing 91% of schools have an official YouTube channel 66% of schools use students for creation of YouTube videos 68% of schools have an official Linkedin Alumni Group 62% of schools have an official Flickr account 54% of schools have student blogs 92% of schools advertise on Facebook Colleges 01010101010101010101 23 Courtesy: eduGuru
- 24. 36.8% 40.8% 9.2% Digital Courtesy: econsultancy.com of companies use social media 94% 82% of companies say Twitter is their favorite social media tool 85% of companies say social media has given them more exposure 73% of companies say Linkedin is their favorite social media tool 76% of companies plan to increase their use of YouTube for marketing 65% of companies use social media to gain market intelligence 61% of companies say blogs are their favorite social media tool 92% of companies say Facebook is their favorite social media tool Corporate 01010101010101010101 24 Digital Digital Digital Digital Digital Digital Digital Digital
- 25. 36.8% 40.8% 9.2% Digital Digital Digital Digital Digital Digital Digital Digital Digital Courtesy: Deloittedigital Mobile Phone: Snapshot 01010101010101010101 25 We know digital has taken over when there are more mobile phones worldwide than toothbrushes