New Home, New Views
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An overview of the development of Bates College's new home and news sites in 2009.
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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