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The future of personalization on the web - how do portals
and websites connect?
Introductions
• My background
• Gettysburg College
• Gettysburg Web Structure
• What do you hope to get out of today?
Questions for today
• How institutions are using lessons learned by industry and creating a seamless web experience for prospective students through alumni by blurring the lines between portal and website?
Questions for today
• How do schools create an integrated approach to the web and utilize both web 2.0 and Customer Relationship Management functionality to create a Google and Amazon like experience?
Who manages the portal?
• Traditionally Information Technology has built, managed, and taken responsibility for the portal on a campus
• Communication offices have had little to do with the portal
Industry examples
• Netflix
What can we learn?
• Seamless
• Integrated
• Easy
• Personalize
What’s Next?
Q: How do we offer a world-class web experience to our users?
Q: How do we offer compelling self-service tools to critical audiences?
Q: How do we personalize a web experience by leveraging existing web content?
Q: How do we present a consistent brand and user experience across many systems?
A: An integrated CMS and Portal with CRM functionality
Gettysburg TimelineDec 2004 – Presidential decision to redesign web
June 2006 – Launched new redesign/CMS
June 2006 – Added Web Communications Office / web budget
2006 – 07 School Year – Started incorporating video & podcasting
May 2007 – Added integrated E-communication tools
July 2007- Realigned communications resources to support web
Fall 2007 – Launched CRM prospective students/alumni
Spring 2008 – Starting to add Web 2.0 tools
Discovery & Requirements• Held an off-site CRM summit – 2 days involving dm,
Gettysburg IT and (20) key campus stakeholders
• Collected and documented initial requirements
• Identified target audiences
• Weekly team meetings with Gettysburg and Dotmarketing
• Created proof-of-concept sites and applications for campus buy-in
Prospective Students• Create an account • Log on from any page on the site• Set academic and co-curricular interests• See application checklist• See personalized
content • Set site-wide
bookmarks• Pay Admissions Deposit• Register for Events (will launch in March 2008)
Personalized Content
Application Checklist
Event Registration
Alumni
• Connect Back – To the College– With other alumni
• Update profile/bio demo information
• See giving history and make a gift online
• Search Alumni Directory, and view Alumni near them
• Search Events Near Me
Personalized Content
Update Profile
Search Alumni Directory
Giving History
What’s the future
• Interactive FAQ (Launched Feb 2008)• Class Notes (Will launch Spring 2008)• Online Communities• Career Networking• Volunteer Resources and Tools• Event Registration• Athletics/Financial Aid• Current Students, Faculty/Staff, Parents
Usage Info
myGettysburg Account Statistics(since Nov 1, 2007)
• Alumni 1175 (50% have updated data)
• Prospective Students 3257
• Current Students 926
• Employees 202
Challenges
• Resources for development & maintenance- budget- staff
• Multiple systems of record - disconnected information
• Cross divisional priorities
• Changes to business process
• Learning curve
Moving Forward
• Changes to the organizational structure- College Life Division- Provost Division
• Collaboration across divisions- focus on audience; not division- strategic impact
Getting Ready for Current Students
• Identify what services/resources are currently used via portal
• Preparatory meetings with IT staff
• Prototype demonstration to College Life and Provost staff
• Focus Groups