Sky High or Free Fall: All Aboard the Web RollerCoaster

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Sky High or Free Fall: All Aboard the Web RollerCoaster

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Sky High or Free Fall: All Aboard the Web Roller-Coaster. David Sweeney ... Improve communication to widen knowledge and understanding of the College ... –

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Title: Sky High or Free Fall: All Aboard the Web RollerCoaster


1
Sky High or Free Fall All Aboard the Web
Roller-Coaster
  • David Sweeney
  • Vice-Principal, Royal Holloway

2
Evolution
3
Research-led
  • RANKING INSTITUTION
  • Cambridge
  • London School of Economics
  • Oxford
  • Imperial College London
  • Warwick
  • York
  • University College London
  • Bristol
  • ROYAL HOLLOWAY, UNIVERSITY OF LONDON
  • St Andrews

(Research Assessment Exercise 2001)
4
Web First Car or Last
  • IT First
  • Marketing Last
  • Looking through each others eyes?

5
Web Aims Objectives
  • Improve communication to widen knowledge and
    understanding of the College
  • Promote a consistent visual identity and
    navigation to present a united front
  • Add value to activities and relationships
  • Develop online services to enhance interaction
  • Replace paper where appropriate

6
A Bumpy Ride
  • Successes and Failures
  • Understanding customer needs
  • Benchmarking
  • Understanding why web-sites really work
  • Varying literacy skills
  • Different styles of information engagement
  • Some very flawed research

7
Holy Grails
  • Often Technology-driven
  • Open-Standards
  • Accessibility
  • The Mobile revolution
  • Content Management
  • E-learning
  • Blogs
  • E-commerce
  • Personalisation
  • How much time wasted?

8
Marketing
Marketing is the management process responsible
for identifying, anticipating and satisfying
customer requirements profitably CIM
  • Dare we learn from the experts?
  • Should we trust the experts?
  • Can we engage with the experts?
  • Budgets?

9
Branding
  • What you think about yourself and your key
    messages
  • Customer perception
  • Useful framework for thinking but dont take
    yourself too seriously
  • Poses some very hard questions

10
Who are we?
  • Whats special about us?
  • What are our key messages?
  • Who are our key audiences?

11
Why students like Royal Holloway
12
Consultation
  • Focus Groups
  • Surveys
  • Market Research
  • Lots of meetings
  • Internal Roadshow
  • Comparator research

13
A Rallying Cry
  • Distilling the Essence
  • Developing the Messages
  • Creating a Visual Style
  • Going for broke
  • Rolling out in all media

14
Lessons learned?
  • Not all consultants are hopeless.but most are.
  • IT people arent always right
  • Whats wrong with blinkers anyway?
  • Marketeers contribute a stream of consciousness
  • Market Research helps
  • Creative people think theyre always in charge

15
Lessons learnt?
  • VCs think they are in charge
  • Direct marketing to VCs is awful
  • Its going to take time
  • Working together can make a difference.

16
Work together
  • and learn from each other
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