the role of digital strategy in external portfolios

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St. John’s NF & L│ June 8-10 juin, 2013

The  Role  of  Digital  Strategy  in  External  PorSolios  

Jennifer Chesney Associate Vice-President, University Digital Strategy Twitter: @JGChesney #UAlberta Email: jchesney@ualberta.ca

Reality Check

Who owns Digital Strategy at your university?

A. IT

B. Everybody; we kind of wing it

C. An intern, when I’ve got budget for one

D. Don’t get me started…

Who owns Digital Strategy?

“The reality is some things will fail, but we need them to fail fast. And then we can build it back up faster.” “In that world, we have no value in a corporate CIO, because all departments are different. We want to focus on users. “Agile shouldn’t apply just to services, but to the culture. We want to look externally and see what we can deliver.”

- Stephen Kelly, Chief Operating Officer, HM Government April 2013, PublicTechnology.net

From “Agile Government: What the Scrapping of CIO means to digital strategy” http://www.publictechnology.net/features/agile-government-what-scrapping-cio-means-digital-strategy/37649

You do.

Digital Strategy impacts more external (and internal) stakeholders more frequently and more consistently than any other method of engagement.

Who owns Digital Strategy?

The Power of Digital Strategy UAlberta.ca: 9M+ pageviews per month and growing

9M pageviews per month on @3M visitors

@100,000 visitors per day

100,000 visitors to engage, inspire, make proud

to study here

to work here

to give

Every. Single. Day.

The Power of Digital Strategy Numbers to ponder…

Study here

Apply now Accepted Registered Attended Graduated

Work here

Apply now Interviewed Hired Years of Service

Give to us

Give now Online donation/call leads

Volunteer Projects/time volunteered

Mentor Mentee success stories

The Power of Digital Strategy: Everything can be measured

The Power of Digital Strategy: More numbers to ponder…Social Media Twitter Reach: 48 hours of one UAlberta event

Twitter Reach: total number of Twitter users who have received the tweet in their feed

You do.

This isn’t IT.

This is sales, marketing, product development and community engagement on steroids.

Who owns Digital Strategy?

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Rassemblons-­‐nous...  Maintenant!  Pour  échanger  des  idées  sur  les  courants  changeants  en  avancement    Congrès  na6onal  2013  St.  John's  (Terre-­‐Neuve-­‐et-­‐Labrador)  du  8  au  10    juin  2013  

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2013  CCAE  Na6onal  Conference  St.  John's,  Newfoundland  and  Labrador,  June  8  –  10,  2013  

University Digital Strategy

Founding Vision and Goals 2010: To become one of the best examples of a post-secondary digital learning environment enabled by our web, mobile, social networks and IT systems capabilities.

1. Champion interdisciplinary knowledge sharing

2. Empower student and staff innovation

3. Commit to audience-centric design 4. Build for the mobile, connected community

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Rassemblons-­‐nous...  Maintenant!  Pour  échanger  des  idées  sur  les  courants  changeants  en  avancement    Congrès  na6onal  2013  St.  John's  (Terre-­‐Neuve-­‐et-­‐Labrador)  du  8  au  10    juin  2013  

Come  Together  .  .  .  Right  Now!  Sharing  ideas  on  the  changing  seascape  of  advancement    

2013  CCAE  Na6onal  Conference  St.  John's,  Newfoundland  and  Labrador,  June  8  –  10,  2013  

Digital Strategy Catalogue

Business & Academic Goals Fulfillment

Performance and Optimization

Web/mobile strategy

User Engagement & Loyalty

Digital analytics & advertising strategy

Social Media mash-up strategy

Digital learning environment & products

Digital Analytics

Portfolio Management

Development & Design

Keep it lean. (small core team; contractors as needed)

Set digital strategy goals to help meet institutional goals.

Provide digital services at no cost to all faculties/units.

University Digital Strategy Org Structure

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Rassemblons-­‐nous...  Maintenant!  Pour  échanger  des  idées  sur  les  courants  changeants  en  avancement    Congrès  na6onal  2013  St.  John's  (Terre-­‐Neuve-­‐et-­‐Labrador)  du  8  au  10    juin  2013  

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2013  CCAE  Na6onal  Conference  St.  John's,  Newfoundland  and  Labrador,  June  8  –  10,  2013  

Digital Strategy Team Roles

Leaders Project Managers Team Leads Designers Developers

Analysts

User Experience Quality Assurance

Collect Data

Analyze Data / Report

Find an issue

Investigate / Insight

Recommend Solution

Feedback Improve “?”

Identify success metrics

Responsive Design

Collect Data

Analyze Data / Report

Find an issue

Investigate / Insight

Recommend Solution

Feedback Improve “?”

Identify success metrics

Build predictions

Strategies / Tactics

Recommend Solution

Identify success metrics

re

Monitor success metrics

RESULTS

So what?at your university?

UAlberta.ca Ecosystem

International & Organic Search Trends

Mobile & Social Media Visits Trends

Digital Donations

Like sourdough starter…at your university?

Digital Donations Trend

Focus on conversion tactics leads to increase in number and size of donations via web and social media.

Digital Donations Trend

Number of donations via digital overall: +  84% 2011 vs. 2010 +  45% 2012 vs. 2011

Digital Donations Trend

Significant jumps in digital donations 2012 vs. 2010 Huge opportunity for: Long Tail Giving Crowdfunding Microcampaigns

Digital Donations Trend - Mobile

Number of donations via mobile: +  2,899% 2011 vs. 2010 +  101% 2012 vs. 2011

Digital Donation Trend - Mobile

Mobile donations by Source by Year: •  $73 avg per social media •  $106 avg per ualberta.ca •  $96 avg per direct link to

online giving form

2010 International Digital Donations Total by country

2011 International Digital Donations Total by country

2012 International Digital Donations Total by country

Coming Soon •  Synchronous blended learning best practices •  First MOOC: Dino101 (Dinosaur Paleobiology) •  Cross-university digital collaboration

2013 •  Online Visioning Report •  Digital Learning Pilots R&D •  Pedagogy & Machine Learning Research

Memorandum of Understanding with Udacity

Digital Learning Environment & Products

Digital Learning Environment & Products

Every Canadian university has Digital Strategy in its external portfolio.

Digital Strategy units participate in provincial, national, and international collaborations.

How do we get there?

What is holding us back?

How can we help each other?

My Vision Quest

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Rassemblons-­‐nous...  Maintenant!  Pour  échanger  des  idées  sur  les  courants  changeants  en  avancement    Congrès  na6onal  2013  St.  John's  (Terre-­‐Neuve-­‐et-­‐Labrador)  du  8  au  10    juin  2013  

Come  Together  .  .  .  Right  Now!  Sharing  ideas  on  the  changing  seascape  of  advancement    

2013  CCAE  Na6onal  Conference  St.  John's,  Newfoundland  and  Labrador,  June  8  –  10,  2013  

Thank you

Jennifer Chesney Associate Vice-President, University Digital Strategy Twitter: @JGChesney #UAlberta Email: jchesney@ualberta.ca