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New Home, New Views




          BATES ONLINE – PHASE 1



Jay Collier • Communications and Media Relations
                September 10, 2009
ONLINE ENGAGEMENT
Context for engagement
Process: Interactive engagement, bridging
broadcast and interpersonal relationships
Result: Mutually-satisfactory exchanges of value
facilitated by online experiences
Benefit: Meaningful impact
Timeline: Continues for a lifetime
ONLINE ENGAGEMENT
Vision for engagement
 • Start with
                               FROM
   powerful
   universal ideas
                        Powerful, universal
                              ideas
 • Deepen                   Ambivalence to
   involvement               Awareness to
                              Interest to
   toward greater
                            Participation to
   commitment                Commitment
 • Ultimately:               TOWARD
   build personal         Personalized
   relationships           interactions
ONLINE ENGAGEMENT
Online engagement at Bates
 • Start with universal,            The most universal messaging
   persuasive messaging
                                    TELLING THE BATES STORY
 • Learn what’s happening in           Publishing to global audiences
   areas of interest
 • Visit public collaboration       NEWS, EVENTS, UPDATES
                                       Informing interested people
   spaces and participate in the
   creation of new knowledge
                                   LEARNING COLLABORATIONS
 • Make exchanges of value             Creating knowledge together
   through online transactions
 • Build personal relationships    SERVICES & TRANSACTIONS
                                             Exchanging value
                                             and commitment
ONLINE ENGAGEMENT
Shift in perspective
• Functional perspective     • Engagement perspective

 Powerful, universal ideas      Powerful, universal ideas

  TELLING THE BATES STORY         TELLING THE BATES STORY


   NEWS, EVENTS, UPDATES          NEWS, EVENTS, UPDATES


         LEARNING                       LEARNING
      COLLABORATIONS                 COLLABORATIONS

                                        SERVICES &
        SERVICES &
                                      TRANSACTIONS
      TRANSACTIONS

      Personalized                   Personalized
                                      interactions
       interactions
ONLINE ENGAGEMENT
Lifelong engagement
 • This deepening of
                                        General
   engagement                            Public
   continues over time
 • Each time a Bates     Prospective   Prospective   Corporations,
                          Faculty &     Students     Foundations
   person or partner        Sta         & Families
   enters a new role,
   they begin a new        Current      Current      Philanthropic
   phase of engagement    Faculty &    Students,       Partners
                            Sta        & Families
 • Continuity is
   important at those
   potential “speed                     Alumni &
                                         Friends
   bumps”
ONLINE ENGAGEMENT
Goals of Bates online
 • Help Bates people connect with each other, across roles
   — student, faculty, staff, alumni — on campus or off.
 • Help people connect with the ideas that interest them
   the most: scholarship, research, narratives, events, places,
   groups, and service.
 • Draw constituents and friends into a satisfying and
   deepening lifelong experience of Bates that reflects and
   expresses core values.
 • Make online Bates ultimately portable, so that people can
   participate from anywhere, anytime.
ONLINE ENGAGEMENT
Principles of effective online experiences
• Be dependable – anywhere, any time, any device
• Be intuitive – simple publishing, searching, finding
• Be useful – helpful information and instructions
• Be engaging – appealing, personal, immersive
• Be personalizable – up to date feeds on personal interests
• Be sociable – online spaces for intellectual collaboration
• Be meaningful – insight into what matters to you
ONLINE ENGAGEMENT
Indicators of success
• Increased length of average visit
• Increased number of pages per visit
• Increased number of actions, such
  as email subscriptions or clicks to
  donation URL
• Increased external use of content
• Improved response time for content
  updates
• Reduced technical skills required
  for content developers
ONLINE ENGAGEMENT
Timeline – 2007
 • January: Started prototyping
   in Drupal, WordPress, and
   Expression Engine
 • March: Began establishing
   Bates brand in social media,
   starting with Facebook,
   YouTube, Flickr, Twitter
 • December: Began listening
   sessions with students,
   faculty, staff, alumni, parents
ONLINE ENGAGEMENT
Timeline – 2008
 • March: “One Bates, Many Journeys”
 • May: Collaboration with Cornell
 • June: Full-time position from Bill Hiss
 • September: Created prototypes for
   Bates Views, Explore Bates, and Dabble
   database for events, tables, lists
 • October: Active development on
   prototypes by students
 • November: Recruited new producer
 • December: Home 4 sponsored
ONLINE ENGAGEMENT
Timeline – 2009
 • January 2009: Selected strategic
   partner agency
 • February: Hired and oriented
   online media producer
 • March: Convened multiple
   strategy discovery sessions
 • April: Completed final
   information architecture
 • May: Completed first round
   interface design
ONLINE ENGAGEMENT
Timeline – 2009
 • May: Proposed visual concept
 • June: Released clickable prototype
 • July: Released campus-wide
 • August: Copy & images edited,
   external sources, recoded for IE6
 • September: Launched Home 4.0
 • October: Release Home 4.1 and
   Views interface
 • Content platform discovery,
   selection, configuration, production
New Home, New Views
New Home, New Views
New Home, New Views
New Home, New Views
New Home, New Views
New Home, New Views
New Home, New Views
New Home, New Views
New Home, New Views
New Home, New Views
New Home, New Views
ONLINE ENGAGEMENT
Next phase
• Home and Views                 The most universal messaging
  improvements
                                 TELLING THE BATES STORY
• Content platform discovery        Publishing to global audiences

• Proposed: Departments and
                                 NEWS, EVENTS, UPDATES
  Offices online strategy and
                                    Informing interested people
  site production
• Consulting on collaboration
                                LEARNING COLLABORATIONS
  software (wikis, blogs) for       Creating knowledge together
  groups and teams

                                SERVICES & TRANSACTIONS
                                          Exchanging value
                                          and commitment
EVOLUTION
Thank you
  Please help us continuously improve online Bates




  Jay Collier — jcollier@bates.edu

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New Home, New Views

  • 1. New Home, New Views BATES ONLINE – PHASE 1 Jay Collier • Communications and Media Relations September 10, 2009
  • 2. ONLINE ENGAGEMENT Context for engagement Process: Interactive engagement, bridging broadcast and interpersonal relationships Result: Mutually-satisfactory exchanges of value facilitated by online experiences Benefit: Meaningful impact Timeline: Continues for a lifetime
  • 3. ONLINE ENGAGEMENT Vision for engagement • Start with FROM powerful universal ideas Powerful, universal ideas • Deepen Ambivalence to involvement Awareness to Interest to toward greater Participation to commitment Commitment • Ultimately: TOWARD build personal Personalized relationships interactions
  • 4. ONLINE ENGAGEMENT Online engagement at Bates • Start with universal, The most universal messaging persuasive messaging TELLING THE BATES STORY • Learn what’s happening in Publishing to global audiences areas of interest • Visit public collaboration NEWS, EVENTS, UPDATES Informing interested people spaces and participate in the creation of new knowledge LEARNING COLLABORATIONS • Make exchanges of value Creating knowledge together through online transactions • Build personal relationships SERVICES & TRANSACTIONS Exchanging value and commitment
  • 5. ONLINE ENGAGEMENT Shift in perspective • Functional perspective • Engagement perspective Powerful, universal ideas Powerful, universal ideas TELLING THE BATES STORY TELLING THE BATES STORY NEWS, EVENTS, UPDATES NEWS, EVENTS, UPDATES LEARNING LEARNING COLLABORATIONS COLLABORATIONS SERVICES & SERVICES & TRANSACTIONS TRANSACTIONS Personalized Personalized interactions interactions
  • 6. ONLINE ENGAGEMENT Lifelong engagement • This deepening of General engagement Public continues over time • Each time a Bates Prospective Prospective Corporations, Faculty & Students Foundations person or partner Sta & Families enters a new role, they begin a new Current Current Philanthropic phase of engagement Faculty & Students, Partners Sta & Families • Continuity is important at those potential “speed Alumni & Friends bumps”
  • 7. ONLINE ENGAGEMENT Goals of Bates online • Help Bates people connect with each other, across roles — student, faculty, staff, alumni — on campus or off. • Help people connect with the ideas that interest them the most: scholarship, research, narratives, events, places, groups, and service. • Draw constituents and friends into a satisfying and deepening lifelong experience of Bates that reflects and expresses core values. • Make online Bates ultimately portable, so that people can participate from anywhere, anytime.
  • 8. ONLINE ENGAGEMENT Principles of effective online experiences • Be dependable – anywhere, any time, any device • Be intuitive – simple publishing, searching, finding • Be useful – helpful information and instructions • Be engaging – appealing, personal, immersive • Be personalizable – up to date feeds on personal interests • Be sociable – online spaces for intellectual collaboration • Be meaningful – insight into what matters to you
  • 9. ONLINE ENGAGEMENT Indicators of success • Increased length of average visit • Increased number of pages per visit • Increased number of actions, such as email subscriptions or clicks to donation URL • Increased external use of content • Improved response time for content updates • Reduced technical skills required for content developers
  • 10. ONLINE ENGAGEMENT Timeline – 2007 • January: Started prototyping in Drupal, WordPress, and Expression Engine • March: Began establishing Bates brand in social media, starting with Facebook, YouTube, Flickr, Twitter • December: Began listening sessions with students, faculty, staff, alumni, parents
  • 11. ONLINE ENGAGEMENT Timeline – 2008 • March: “One Bates, Many Journeys” • May: Collaboration with Cornell • June: Full-time position from Bill Hiss • September: Created prototypes for Bates Views, Explore Bates, and Dabble database for events, tables, lists • October: Active development on prototypes by students • November: Recruited new producer • December: Home 4 sponsored
  • 12. ONLINE ENGAGEMENT Timeline – 2009 • January 2009: Selected strategic partner agency • February: Hired and oriented online media producer • March: Convened multiple strategy discovery sessions • April: Completed final information architecture • May: Completed first round interface design
  • 13. ONLINE ENGAGEMENT Timeline – 2009 • May: Proposed visual concept • June: Released clickable prototype • July: Released campus-wide • August: Copy & images edited, external sources, recoded for IE6 • September: Launched Home 4.0 • October: Release Home 4.1 and Views interface • Content platform discovery, selection, configuration, production
  • 25. ONLINE ENGAGEMENT Next phase • Home and Views The most universal messaging improvements TELLING THE BATES STORY • Content platform discovery Publishing to global audiences • Proposed: Departments and NEWS, EVENTS, UPDATES Offices online strategy and Informing interested people site production • Consulting on collaboration LEARNING COLLABORATIONS software (wikis, blogs) for Creating knowledge together groups and teams SERVICES & TRANSACTIONS Exchanging value and commitment
  • 26. EVOLUTION Thank you Please help us continuously improve online Bates Jay Collier — jcollier@bates.edu