Web Strategy Initiative

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					Web Strategies: Presentation to
     Web2001 Conference
          June 26, 2001
        Are we web-ready?
• 50% of US households have computers: 25% are
  connected to the Internet.
• 50 million websites; over 1 billion public web pages
• Over half of Internet users are purchasers of products
   and services online; By 2003, it is estimated that over
   $108 billion will be spent in online transactions
• 66% of higher education institutions have a strategic
  IT plan, but only 7% have a plan for e-commerce
• 29% of institutions have a plan for online learning
• 60 % of all college courses use email; 43% have
  a class website
    Are our faculty web-ready?
•98% of full-time faculty and TA’s use a computer, and 90%
also have home Internet access

•75% spend 1-5 hours per week answering course-related
email, and 67% manage their grade books with a computer

•54% provide a course web page

• 45% use presentation software to display their lecture notes,
and 48% make their course materials available on the web
              •Source: FACAC Faculty and Teaching Assistants Survey 2000
Are our students web-ready?
•Almost half of University Park undergraduates have
activated their 50 Mb Web space accounts
    •25% of those have edited the default page
    •15% of those include course materials
              •Source: Penn State e-Education Institute

•In January 2001, over 56,000 different students used
eLion, conducting over 1.2 million eLion transactions

•On May 8, 2001 alone, eLion served up almost 79,000
grade requests
Are our services web-ready?
  •15 Penn State E-commerce applications have been
  implemented as of April 2001, including student
  bursar accounts, SMEAL executive programs, and
  the World Campus. A total of over 51,000
  transactions were processed between December
  1999 and April 2001, totaling over $4.5 million.

               •Source: Penn State OAS E-Commerce Monthly
               Status Report, April 30, 2001
The Vision of Many
    University Web Strategies and Directions
          Final Report – Summer 2000
Strategic Imperatives:

 Electronic Teaching and Learning

 Improved Administration and Business Processes

 Relationship and Community Building

 E-Commerce: New Opportunities for Income Generation
               The Challenge

“Without a University-wide systematic strategy for a
coherent Web presence and for the future development
of web-based services, the University will lose an
extraordinary opportunity to shape its future …while
Web usage [at Penn State] is widespread and pervasive,
its application and impact are underdeveloped.”

           -- University Web Task Force (2000)
                   The Vision

“The Web will be embraced as a fully integrated and
dynamic tool by all academic and administrative units to
promote access and service. The University Web
presence will provide the foundations for creating and
sustaining a virtual community that serves and engages
all University constituents.”
            -- University Web Task Force (2000)
           Charge to the Implementation Team
 Recommend strategies to increase University-wide awareness and skills
regarding the methods, models, tools and training in the use of the web
for our academic, administrative and business functions.
 Identify best practices and leading edge applications at educational
and other institutions.
 Use external consultants to augment deliberations and
 Make recommendations concerning University web projects which are
most critical to pursue immediately and those which can be best
structured for longer term implementation.
 Develop a roadmap for implementation, priorities and change.
  Web Strategies: Key Guiding Principles

 Penn State’s Web site should be seen as a first line of
  communication with key constituents. It should provide
  useful information, encourage interaction among
  diverse groups, create loyalty, and generate enthusiasm
  for the University’s educational programs, services, and
    Web Strategies: Key Guiding Principles

 The Web should be used as a means to develop relationships
  with each and every Penn State constituent—prospective and
  current students, potential and current faculty, alumni,
  corporations, government, foundations, legislators, and
  friends of the University. It should evolve into a portal for
  customizing Web-based information and services—a place
  where individual constituents can personalize their access,
  import functionality, and aggregate content from multiple
  sources—ultimately assisting in the creation of a lifetime
  relationship between the user and all Penn State University
    Web Strategies: Key Guiding Principles

 Every academic and administrative unit should have an
  up-to-date Web site highlighting its programs, faculty,
  and services. Unit Web sites should reflect the interests
  of diverse constituents: current and potential students,
  faculty, potential funders or research/education/service
  partners, etc. Web sites should be high quality,
  aesthetically pleasing, quick to access, easy to navigate,
  and offer multiple functions.
    Web Strategies: Key Guiding Principles

 The University should increase E-Commerce activities.
  Where appropriate, Web sites should provide a common
  system for E-Commerce transactions to serve clients
  and customers. University E-Commerce activities must
  provide high-quality customer service and adhere to all
  University security and privacy standards and policies.
    Web Strategies: Key Guiding Principles

 Given the dynamic and rapidly changing nature of the
  Web environment, the University must appoint a
  University-wide standing committee representing
  students, faculty, and staff to provide oversight
  coordinate inter-unit collaboration, and seek
  opportunities for Web development and application.
Developing Web Strategies
  Customer Focus

                    Leadership
                    Guiding Principles
                    Goals – Teaching, Research and Service
                              Institutional   IT Strategy Alignment
                              Awareness/Marketing
                              Process Change/Cost Savings
                              Web Architecture/Management
   Strategy                   Sharing Web Innovations

                                          Organization
                                          Design and Content Management
Implementation                            Training and Development
             E-Higher Education Roadmap
 Key Processes        Functions to Examine for Web Development
Teaching/Learning    Knowledge     Curriculum          Course Delivery   Student-Knowledge       Learning
                     Management    Development                           Discovery               Communities

Research             Virtual       Planning/Proposal   Research          Reporting and           Dissemination
                     Research                          Management        Fiscal Accounting       to Public

Outreach/Service     Market        Recruitment/        Prospect          Client/Donor            Alumni
                     Research/     Marketing/PR        Management        Development             Programs

Academic/Student     Learning      Registration/       Calendar          Advising/               Campus
                     Portals       Fees/Grades         Management        Placement               Communities
Human Resource       Recruitment   Selection           Development/      Benefits                Internal
                                                       Training          Administration          Communication
Planning/Budgeting   Decision      Plan/Budget         Financial         Managerial Accounting   Revenue
                     Support       Formulation         Accounting                                Management

Business Support     Procurement   Facilities/Space    Travel            Inventory               Cash
                                                                  Strategy Roadmap
Enhancing Awareness, Coordination             Engaging Transformation and                 Building and Enhancing                 Developing Web Infrastructure
       and Implementation                        Change Management                          Relationships and                        Standards and Tools
                                                                                          Learning Communities

       1.1 Communication and Awareness                 2.1 Improve efficiencies and              3.1 e-Portfolio Initiative                 4.1 Assess and recommend
   (create awareness, develop communication                  customer service               (develop online portfolio template            technology platforms, systems
         plan, maintain website, create a                                                         for student projects)                   and tools to enhance learning,
             brand, design courses)                                                                                                    research, service and administration

       1.2 Virtual Research Communities                 2.2 Web enhancement and                3.2 Use web as tool to enhance     *          4.2 Redesign of
                                                            review committee                        focus on students and                   (unifying visual template for
                                                        (search engines, usability)                external constituencies                       all PSU web pages)

   1.3 Web-based Sponsorships/Partnerships      *     2.3 Support e-Lion implementation         3.3 Develop web scorecard              * 4.3 Encourage effective pedagogical
                                                                                                 and metrics for success               use of the web, participation in online
                                                                                                                                               teaching and learning

         1.4 Departmental websites with         * 2.4 Develop e-business strategy              * 3.4 Develop a customizable        *      4.4 Learning Management
            public service information            for Penn State business functions               Penn State web portal                     Systems / Faculty Support

        * 1.5 Develop a university-wide             * 2.5 Ensure coordination and          *     3.5 Gift Management               * 4.5 e-Commerce infrastructure,
       career ladder and training program            Collaboration in web deployment                                                 platform and authentication issues

*Implementation Team will monitor
              Known Organizational e-Initiatives
                      at Penn State

E-Business                                                                        Outreach
             E-Commerce                      E-Education
(Business                     Strategies                     College/Unit      Communications
             Task Force                        Council
   and                                                        Initiatives      and Technology
             (Controller)   Implementation
 Finance)                                                                        Task Force

                                               Learning       IST, EMS,
                                             Management         Smeal,
                                               Systems      Commonwealth
                                             Subcommittee   College, EMA,
                                                            Student Affairs,
                 Overcoming Barriers to Change
 Barrier                                                     Percentage of respondents agreeing
                                                             0%    10%      20%    30%     40%                      50%

The unit does not have staff with adequate technical
or Web-specific skills.
Customers and key markets do not want to change
their behavior.

There are more important projects that require
existing resources and time.

Technology and tools are inadequate, unavailable,
or unreliable.

It is hard to find the right partners to work with.

Suppliers are not cooperative or not ready for
electronic business.
Employees are not comfortable with change.
    all organizations   organizations       organizations
                        over 20 years old   under 20 years
                        (390)               old (395)        Source: Evolve! Succeeding in the Digital Culture of
                                                             Tomorrow, by Rosabeth Moss Kanter (Harvard Business
                                                             School Press, 2001)
                                The New

                         Web Strategy Center

             The Online Home of the
        Web Strategies Implementation Team
Web Strategy Center Features:

   - Web Readiness Assessments

   - Innovations
         - News
         - Spotlights

   - Tools

   - Research

   - The Team

                     Your Ideas

 Your role in making this happen

 In an ideal world, what would make your life easier as
  a web professional?

 In your view, what are the most critical tasks for the
  implementation team?