You are wearing multiple hats. You have little time. You have a tiny budget. Revise your workflow, and practice the art of remixing: it will save your valuable time, money and allow you to focus on the really important tasks. To cultivate a remix mindset means realizing it is okay not to start from scratch every time. Making use of existing resources and materials, and producing a new product by combining or editing them is a creative way to save resources. We will explore areas of improvement, and boost your daily productivity by identifying duplicated efforts in your organization. Implementing remix strategies and the practice of lean kaizen, will help to transform your organization and implement changes that stick.
Own the Second Paragraph (MCS3)
Faculty are an institution’s most important asset. At a fundamental level, the academic reputation of a college or university is the aggregate expertise of the faculty. Unfortunately, most campuses have done a poor job of showcasing their faculty, especially in the age of the real time newscycle which demands a steady stream of expert content. There is a great opportunity for colleges and universities to own the second paragraph, which is where the “why” of a story gets explained. In this session, Greenfield will explore how to use faculty expertise as the cornerstone of content marketing, how to uncover invisible campus experts, how faculty reputation influences college rankings and impacts both student and faculty recruitment, and ultimately how to improve media outreach by owning the second paragraph.
"Authentic content" is a common term for describing social media. Indeed, this desirable quality is one of the great benefits of social media. It's often perceived as raw and unfiltered. It's “authentic.” However, authentic content is not reserved for social media. In fact, all content should be authentic. Authenticity represents a fundamental quality of clear communication, but many shy away from authenticity because it appears risky or to avoid opening an institution to critique and criticism. However, the risk of creating inauthentic content that can dull or misrepresent a brand can be a much worse consequence. Allen will discuss how institutions can "be themselves," including several examples of authentic content at work for colleges and universities. Attendees will learn how to turn perceived “flaws” into positive qualities that reflect and distinguish brand, culture, and values of colleges and universities.
Majors, degrees and programs -- these are the products that colleges and universities offer, and the act of earning a degree is a life-changing experience for most people. Why, then, are so many major, program and degree pages on .edu sites so long, lackluster or lifeless? This session will focus on creating a better user experience in a place that matters to almost every prospective student: major, degree and program pages. We'll look at design, usability and content decisions for these pages and best-in-category examples.
Inspired by the 2011 Best of Track presentation, Elizabethtown College took telling its own story into its own hands. E-town NOW, launched in the fall of 2013, is a dynamic, story-telling venue. Talarico, editor of the online publication, will walk attendees through the process (read: patience) of getting this project off the ground, from inception to conception and from production to introduction. She will also share how NOW built and mobilized a student editorial team (read: mentoring oops!), how they promote NOW and encourage story ideas from the community (hint: it's sweet), and explain how the online newsroom contributes to or streamlines other multiplatform marketing and communications efforts. (For example, the introduction of NOW lead to changes in E-town’s massive weekly internal newsletter.) Additionally, Talarico will touch on the rebranding of the College’s “subject matter expert list” into “Experts @ E-town,” which includes web, email and postcard campaigns. This presentation is right for anyone looking for a new way of presenting and producing news, but for smaller staffs/institutions, E-town NOW is a testament that it can be done with limited resources.
Authors Are People, Too (UAD10)
If content is king and user experience is crucial, what can we say about the experiences of people who author content? What makes a good authoring experience, why should I care, and how can I improve my authors’ experience with the CMS? The fundamental purpose of a CMS is to empower us to create and manage Web content. Good user experience should start with the people who are responsible for using this system to work with content. If the process for authoring and editing content in the CMS is cumbersome, authors won’t be actively engaged in maintaining it, and our sites will be woefully out-of-date. Good authoring experience (AX) will make the CMS easier to learn and easier to use, increasing the likelihood that authors will take a more active role in creating content. Active authors do not require excessive post-training support and keep content up-to-date. CMSs should be tailored to their authors, not the other way around. This session will provide experiences and lessons learned as Penn State has iteratively improved our CMS authoring environment to empower its authors.
Is Tumblr Right for Your School? (MCS10)
Tumblr: a land of memes, cat GIFs, self-indulgent ramblings and…high-quality curated content? Yes, indeed! With mainstream media as well as respected institutions such as museums and national non-profits now on board, Tumblr has become home to an increasingly sophisticated mix of content. Because of the way Tumblr works and its audience, often the unique, hard-to-find, original source material – archival documents, historic photos, artwork – rises to the top and becomes the most shared, with the most loyal fan-base. With this in mind, how can universities and colleges leverage their content – especially original, unique, highly visual or historic content – to their advantage on Tumblr? Based on four years experience curating the highly successful Art Deco Architecture blog (decoarchitecture.tumblr.com), Darling will outline the basics of Tumblr, showcase various colleges and universities who are doing Tumblr right, and how to judge whether the micro-blogging site can be a good fit for an institution’s marketing efforts.
Today’s college students can’t pay attention for a whole hour. “Chunking” web content or a presentation breaks extensive information into bite-size pieces. “Flipping” a lecture makes meeting time more interactive and fun. What tools are available to help chunk presentations that don’t require anyone to purchase expensive gadgets? How can you assess understanding and modify your content from one chunk to the next based on audience feedback? Which types of presentations can be flipped? Can you flip control to your audience without losing control? And how can you be sure that your message has not been lost after all this chunking and flipping?