Monash Web Presence: Faculty of Business and Economics Thursday 23 February 2012 Presentation to By:...
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Transcript of Monash Web Presence: Faculty of Business and Economics Thursday 23 February 2012 Presentation to By:...
Monash Web Presence:Faculty of Business and Economics
Thursday 23 February 2012Presentation to By:Lisa Jane McDonald, Project Manager – Web Presence
Monash Web Presence: Strategic Direction
Presentation to SMT 7 December 2011
Dr Ian Tebbett, Chief Information OfficerDorothy Albrecht, Executive Director - Office of Marketing and Communications
Monash web presence: strategic direction 3
Web Presence Project
A University wide initiative – jointly driven by joint
OMC and eSolutions
Medium to long-term (+3 year timeframe)
Shared ownership, in partnership with the faculties
and divisions
Monash web presence: strategic direction 4
Unified University web presence: What is it?
User-centred information architecture
Evidence based decisions
Internal/external content split
Small number of domains targeted at audiences
Single external web presence
University-wide analytics
Pool of skilled resources to build and maintain
Monash web presence: strategic direction 5
Unified University web presence: Why?
3rd attempt – 2001, 2006, 2011/12
Now it’s a must – the environment has changed
irreversibly:
– Security issues escalated (web hack May 2011)– Technology improvements– Resourcing limitations = poor governance =
unmanaged risk– It is driving the business
Monash web presence: strategic direction 6
Unified University web presence: Why?
Brand positioning:
– recruitment (students and staff)– research profile
Improved user experience for audience groups
– Search improvement– Consistent, up to date information
Monash web presence: strategic direction 7
Unified University web presence: Why?
Staff productivity and efficiency
Information security:
– Inaccurate, untimely poor quality content– Intellectual property protection– Damage to research reputation through operational
matters being picked up by media (happening now)
Monash web presence: strategic direction 8
Current web presence
Old way of thinking:
– “Monash University has a suite of sites”– Information silos based on organisational
structure– Duplication of content (risk and resourcing)– More is better
Monash web presence: strategic direction 9
Future web presence
New way of thinking:
– “a University web site with faculty and division
content”– Targeted information based on user needs– Single authoritative sources of content– Written for the web
Monash web presence: strategic direction 10
What it means: University-wide analytics
Enhanced analytics through a single account
Track the complete user journey through Monash –
not possible currently
Track the benefits of our engagement strategies
with customers
React quickly to real issues identified
Monash web presence: strategic direction 11
What it means: Audience focused domains
monash.edu:– promotional site for external audiences
intranet.monash.edu– staff content, password protected
student.monash.edu– current student content, mainly password protected)
extranet. monash.edu Password protected content for external audiences, eg
contractors information, industry partners
Monash web presence: strategic direction 12
What it means: Audience focused domains
Example:
Move from www.pharm.monash.edu.au to:
– monash.edu/science– intranet.monash.edu/science– student.monash.edu/science (if required)
Monash web presence: strategic direction 13
Site maintenance: Current state
Uneven distribution of resources
Specialist skills under-resourced, eg information architecture, web content, web development
Updates are not timely or strategic
Content ownership unclear
Sites are too large to be manageable
Redundant information is not removed
Internal and external information co-exist
Monash web presence: strategic direction 14
Site maintenance: Future state Public (monash.edu) – OMC
OMC to deliver "whole of content" solution for external web presence – plugging into local faculty resources where currently existing
Intranet.monash.edu - Faculty/Division in partnership with eSolutions
Shift from current to future state commences with the engagement process for WPP migrations.
Monash web presence: strategic direction 15
Barriers to success
Culture:
– Inability to see audience perspective as primary– View that all information should be external– General resistance to change– Focus on own area – inability to see bigger picture
Past attempts to improve governance have failed
Intranet doesn’t have a business owner
Championing of strategy by leadership is critical
28th February 2011Presentation title 16