Presentation and discussion April 15, 2013 MnSCU Web Strategy Presentation and discussion April 15, 2013

Goal: Implement an Enterprise Web Strategy Coordinate all the ongoing and planned web-related activities of the MnSCU system office Ensure MnSCU web strategy supports the strategic framework and achievement of MnSCU’s broader business objectives The Enterprise Web Strategy is one element of broader systemwide IT and communication strategies (e.g., “keep the lights on,” technology upgrades, marketing campaign, etc.)

Outcomes – mnscu.edu A more effective gateway to colleges and universities established Increased enrollment Increased awareness and familiarity of MnSCU and its colleges and universities All web touch points reflect positively on MnSCU and its colleges and universities Web user experience is more effective and consistent for all audiences Synergies and efficiencies increased Conflicts avoided Web projects subject to visibility and accountability

Research conducted Current web analytics Stakeholder interviews Document reviews Competitive/market analysis Review of previous research MnSCU website review/experience

Recommendations Sharpen focus on key audience Establish strategic governance Improve user experience Create content strategy

Sharpen focus on key audience Primary Audience: Current and Prospective Students Traditional Transfer Adult learners Continuing Education Online Military PSEO/ concurrent enrollment Sharpen focus on key audience

Secondary audiences Addressed, but not main priority Sharpen focus on key audience Secondary audiences Addressed, but not main priority Other potential audiences MnSCU employees (transition to SharePoint/Intranet) Public Legislators, media, general Board of Trustees Business partners (customized training) MnSCU “rogue” sites 360⁰ Manufacturing Healthforce Minnesota Advanced Minnesota Fire Training Advance IT Minnesota Etc. Sharpen focus on key audience

Recommendations Sharpen focus on key audience Establish strategic governance Improve user experience Create content strategy

Governance Provide strategic direction and ensure quality, consistency and efficiency Establish a web governance framework of: People – strategy, decision-making, content, IT, execution Guiding principles – for prioritizing projects/initiatives/resources Well-defined workflow processes – consistent approach Establish strategic governance

Web Governance Council Governance - people Web Governance Council Working Groups • Vice Chancellor Advancement • Vice Chancellor IT • Vice Chancellor ASA • College and university reps • Content working group lead • IT working group lead • Content Working Group • IT Working Group Establish strategic governance

Governance – guiding principles Examples: Aligns with strategic framework Meets business objective(s) (e.g. increased enrollment) Addresses needs of prospective students Reduce operating cost Facilitates stakeholder success Estimated time to completion/ resource availability Investment/expense required Replication/best practice opportunity Off-the-shelf vs. custom Establish strategic governance

Governance – processes Feedback Content Working Group Decision to Act/ Approvals Web Governance Council Execution reporting Measurement Subcommittees reporting IT Working Group Feedback Establish strategic governance

Governance – path forward Implement framework for governance Set up cross-functional governance committees Identify members and responsibilities Create approval processes Adopt benchmarks, policy, procedure Bring MnSCU-owned “rogue” sites under MnSCU brand umbrella Establish strategic governance

Recommendations Sharpen focus on key audience Establish strategic governance Improve user experience Create content strategy

User experience Make it easy for user to access, interact, complete tasks Relevant content Clear navigation Improve user experience

User experience Public site – prospective student experience Design Navigation – provide quick access to information Segment content & functionality Provide easy access to the right content at the right time Research Conduct user experience research during design Establish Analytics Monitor user experience/relevancy – adjust Campaign effectiveness Improve user experience

Improve user experience

Improve user experience

Establish Analytics - Metrics Determine key performance indicators (KPIs) and metrics aligned with UX/business/marketing goals Optimize each site page (copy, video, photos) against a goal Set-up Google Event Tracking AdWords campaigns Analyze results regularly and optimize for improvements Implement site search analytics Develop regular reporting schedule Use results to inform decisions Improve user experience

Improve user experience – path forward Determine role of user experience in organization (i.e., agree that MnSCU web presence is about the user – what the user wants) Implement information architecture focused on delivering positive experience for all audiences Improve core functionality Earn trust Improve form design Simplify Create consistency Unify user experience across technology platforms and applications to create consistency Adhere to design principles Set-up analytics goals Improve user experience

Recommendations Sharpen focus on key audience Establish strategic governance Improve user experience Create content strategy

Create content strategy Make it easy and efficient for people to create, deliver, publish and maintain useful, usable, consistent, relevant content Ensure content is focused on helping users accomplish the tasks they are trying to complete Create content strategy

Content strategy - how Figure out what content we have, what we need, and what we can eliminate Identify how our content will be structured and prioritized Determine clear workflow for creating, approving and maintaining content Assign people responsibility and authority Create content strategy

Content workflow process Content workflow example, incorporating governance: 1. Client REQUESTS “Study Abroad” section; meets with Web Content Editor 2. Web Content Editor CONFIRMS new content meets business objective, user need (study abroad attracts more students = increased enrollment) 3. Planning session defines SCOPE, BUDGET and TIMELINE 4. APPROVED by IT and Content Subcommittee; PERMISSION from WGC Plan 5. Experts from MnSCU study abroad programs are content SOURCES 6. Content Editor assigns responsibility to CREATE web-ready content 7. Content Editor MANAGES editing, proofing, compliance Create 8. Content APPROVED by client, Web Content Editor 9. Content submitted to IT for development and PUBLISHING 10. Client, Editor share responsibility for content MAINTENANCE Publish Create content strategy

Content strategy – path forward Audit content Conduct process audit Design content workflow Establish metrics Designate roles and responsibilities Appoint Web Content Editor Create content strategy

Next Steps Establish Web Governance Council Initiate priority projects Finalize guiding principles Appoint Content and IT Workgroup leadership and members; convene workgroups Initiate priority projects Quantitative content audit and inventory Conduct process audit Implement use of guiding principles Develop RFP for redesign of mnscu.edu