Content is king but not all content is created equal. Social media has added another medium for this content but creating and analyzing this content requires the right context and the right tools. This session will focus on the evolution of website redesigns, managing content via a CMS, the advent of Google Analytics for visitor tracking and now what are keys to helping you maximize your web content and social media strategies.

1. are we there yet? Create, manage & measure your web campaign success #pseweb

2. The Road Ahead… In the beginning, there was the web But Higher Ed websites were largely bad The Website Redesign Movement A look at the WCMS Phenomenon Embracing Web Analytics The Social Media Revolution To be or not to be…Social Media ROI

3. Are We There Yet? “The farther backward you can look, the farther forward you are likely to see.” - Sir Winston Churchill

4. Remember When….circa mid-1990’s The internet was EVERYWHERE – WWW = Wild, Wild West Every college or university started putting up a “brochure” website—”Look we’re on the web, we’re cutting edge!”

5. Not that anyone could find you…. Dude, Where’s My Car! The web was an abyss of websites Difficult to find and categorize any website

6. Lost & Found… Web Aggregation & Search tools to the rescue! (CHEERS AND APPLAUSE!!!)

7. Then students found your site and… Uh Oh! The pot at the end of the road was mostly gol…coal? Dated designs with rudimentary tools Uninspired use of available screen space and website real estate

8. Hello?! Does anyone live here?

9. The Website Redesign Movement Revamp Information Architecture Audit & Remove bad and out-dated content Improve visitor experience on website Better segment content for various audiences Use latest technology standards (XHTML, CSS, HTML5) Accessibility & SEO improvements Consistent & modern branding “look & feel” Increase targeted visitor traffic

10. The Website Redesign: Bonus Track REALLY think this should be called Website CONTENT Redesign…. Too often organizations focus on the “Web” and the “design” portion but the “site” and the “content” is what makes a difference But that’s for another day and someone else’s presentation 

11. The Website Redesign Movement GOALS! OBJECTIVES! OUTCOMES!

12. The Website Redesign Movement OBJECTIVES: What are you trying to accomplish with your new website? GOALS: What are the desired actions you want visitors to take? OUTCOMES: What are the desired results you want to measure to determine your progress?

13. Goals & Objectives are S.M.A.R.T Specific – “Apples” not just “fruit” Measurable - “Double” apple yield not just “a lot” Attainable – “100%” apple yield, not “500%” Relevant – “Apples” not “bananas” Time-bound – By next harvest

14. The Website Redesign Refine Option If you’ve already done a Redesign, you might want to embrace these philosophies going forward… REFINE, Don’t Redesign! From a recent presentation given by Lou Rosenfeld: “Website redesign must die” http://www.slideshare.net/lrosenfeld/redesign-must-die Agile Project Methodology

15. The WCMS Phenomenon… “It’s time to stop drowning in outdated web content, start thinking about a better content management strategy for your website, and choose to invest in the right web content management system” - KarineJoly (collegewebeditor.com)

16. What a WCMS will do… Streamline the publishing process Efficiently reuse content throughout your website Eliminate the IT and web team bottleneck for content updates Provide enforcement for branding and style guidelines Serve as a hub to manage campus-wide content reusable across web, print, mobile and social media channels

17. What a WCMS won’t do… Replace a good content strategy Create relevant, useful and quality content Resolve long-standing organizational politics around web management or content strategy Eliminate the need to determine Goals, Objectives & Outcomes for your website strategy Solve all your web and social media challenges

18. WCMS…Create

19. WCMS….Manage

20. WCMS…Publish

21. WCMS…Multi-channel Publishing

22. How to choose the right WCMS… WCMS should support the current work people do and simplify the process. Verify “fit” not just bells, whistles and polished demos. How does each WCMS tool fit what you’re trying to accomplish? How does each WCMS tool meet your business objectives?

23. WCMS…So You’re Back to GOALS! OBJECTIVES! OUTCOMES!

24. WCMS…Don’t Forget Support & Culture “You're not just buying technology, or just a Web CMS product – you're buying a relationship.” -(Irina Guseva, Real Story Group) Verify 5-year cost in addition to initial cost $0 initial cost + $100K Services/Support > 50K initial cost + $20K Services/Support

25. Recap… Website Redesign or Refine – CHECK Web Content Management System – CHECK Now what?

26. Embracing Web Analytics

27. Why Analytics? Content is King, But WHICH content? And is the RIGHT content being published out? "We spend a huge amount of time in higher ed maintaining content that has little return on investment.” - Michael Vedders, director of Web services at Bethel University in Minnesota.

28. Web Analytics… Outcomes matter, But the RIGHT outcomes matter most!

29. The Data is Available…

30. But Data Needs Context “Where is the wisdom we have lost in knowledge? Where is the knowledge we have lost in information?” - T. S. Eliot

31. And we’re back to… GOALS! OBJECTIVES! OUTCOMES!

32. Web Analytics… Start small by defining just a few measurable goals with specific “calls to action” Measure conversions—macro and micro Focus on trends, not just raw data Segment data as much as possible Based on stated objectives, analyze the data to inform your website content decisions.

33. Key Performance Indicators (KPIs) Objectives => Goals => Actions => Outcomes KPIs – Give context to outcomes so you know if you’re accomplishing your Objectives and meeting Goals # of page views & unique visitors # of campus visit forms completed online # of clicks on admissions form “Apply Now” button # of completed admissions applications

34. Analytics & KPIs…Dig Deeper Average time per page visited If you notice a visitor with lots of page views but short time/page this likely means they’re having trouble finding what they really want. If a visitor has fewer page views, but is on each page for a relatively long time (let’s say 1-2 minutes) this means they’re probably getting to relevant pages easily--and you did something right 

35. The Social Media Revolution

36. The Social Media Revolution Conversations are important Engagement is important Quality content is still King Website user experience is still key This is a new medium with new tools but remember the fundamentals haven’t changed…

37. The Social Media Revolution… GOALS! OBJECTIVES! OUTCOMES!

38. The Social Media Revolution… Ask Why?

39. Everybody’s doing it! It’s so much fun! To improve our Klout score Do we have a choice? Support web marketing Goals, Objectives, Outcomes Engage prospective & current students as well as alumni Utilize another medium for your quality content Bad Reasons Good Reasons Why Social Media?

40. Why Social Media? “How do you measure the value of a relationship?What is the ROI of a handshake? At the end of the day, that’s something that’s very difficult to measure. Schools need to tie ROI back to institutional goals rather than metrics for the sake of metrics. One hun- dred thousand fans doesn’t mean anything if you aren’t meeting your goals.” - Mark Greenfield, Office of Web Services, University of Buffalo

41. The Social Media Revolution

43. Social Media ROI…

44. Social Media ROI… S.M.A.R.T rules still apply Segment and measure specific social media goals # of followers on Twitter or # of fans on Facebook # of comments per blog post % of unique website visitors attributed to social media post or tweet referral link # of subscribers to specified RSS feeds

46. Social Media ROI & Tools…

47. Are We There Yet? Consider using Agile Marketing process Shorter marketing campaigns Allow for testing across wider variety of channels Inspect, Adapt, Optimize Inherent ROI tracking Supports efforts for fresh content

48. Q & A

49. THANK YOU! JOEL DIXON Solutions Consultant Hannon Hill Corporation joel.dixon@hannonhill.com 678-904-6900 x119 @joelddixon