CASE Europe Annual Conference: Day 3

Day three of CEAC 2008 in Brighton…

Breakfast Roundtable: Web + Marketing = FutureAlison Wildish (University of Bath)

Alison guilted me into getting up at silly O’clock for her roundtable session. So I once again dragged myself across the city for breakfast and interesting conversation. Also at the session were Pamela Michael (Imperial College), David Poteet (New City Media), “Mister” Roy Bayfield (Edge Hill University) and someone whose name I didn’t catch from the University of Amsterdam. Trying to eat and think before 8am left no capacity to take notes but it was interesting to get alternative input into the kinds of discussions we have on a regular basis with a more tech-focused community. One thing to look up is Hyves, the most popular social networking site in the Netherlands.

Internet Search – the journey has only just started – Richard Jones (Yucca)

If search engines were at a school disco… Google would be the cool kid, Yahoo would be having a breakdown in the bathroom and MSN would still be trying to pick an outfit.

How users are using search:

  1. Wireless has released the computer from the study
  2. Many search instead of navigate (even for obvious things
  3. Users are using human phrasing more often (so write an FAQ section to get direct matches)
  4. Search length is increasing – from 2.4 words inn 2006 to 4.1 words in 2007
  5. Google search (with personalisation and history) is replacing bookmarks

Number four is pleasing to see and important for better targeting the “long tail” of organic search results.

Brain dump time:

  • Google are expanding – do you have a Google Earth stretegy?
  • Google Trends – add regional keywords
  • XML Sitemap – “shows Google there’s a strategy behind your site”
  • Paid search
    • Very technical but great for improving your English skills!
    • New to brand
    • No delay
    • Ad copy can be tailored
  • Google Quality Score: Keywords | Landing Page | Ad copy
  • Costs can fall over time with improving Quality Score
  • Run a test campaign to establish keywords
  • What keywords are competitors using (view HTML source)
  • Look for untapped slang/media terminology
  • Page titles
    • Include your own name
    • Tailor to individual titles
    • Not too long
    • Learn from PPC ad copy
  • Love the spider – consider a mega footer
  • Site architecture – ensure everything is 3-4 clicks away
  • Avoid multiple web addresses – 301 redirect
  • Resources
    • Google Alerts
    • Google Trends
    • Google Insights for Search
    • SEO for Firefox and rank checker
    • Yucca Blog – blatant self promotion 😉
  • The Future
    • Historical Search
    • Mobile / location
    • Question based
    • Long tail gets longer
    • Google product deep linking

Creating and delivering award-winning projects and campaignsRoy Bayfield (Edge Hill University), Amanda Gregory (Heist), Emma Leech (MMU)

I picked this session out because I was interested to know more about the process that goes on for awards like the CASE Circle of Excellence award that Hi recently won.

Roy started our with talking about some of the reasons for and against applying for awards:

  • Why not?
    • Time
    • Giving away your best ideas
    • Awards process is flawed?
  • Why do?
    • Good for business
    • Good for morale
    • Build team spirit, confidence, internal credibility
    • Sharpen practices
    • Create good habits – metrics, ROI, planning, process
  • What makes award winning project
    • Statistics and supporting evidence
    • Detailed planning
    • Brilliant creative
    • A great idea or a new slant
    • Good write up
    • Solid budgets with ROI evidence
    • An integrated approach

Amanda was clear about her input into the process:

Brown paper bags with cash in them are welcome

And on Heist submissions:

  • Based on SMART objectives
  • “If you follow the instructions you will be short-listed” – apparently this is a very important point
  • Give details of budget – not simply ” the project was within budget”
  • Strangest things affect judges – one prospectus smelt funny

The second half of the session was more practical – looking at some of the things MMU had done.  Emma also went through some of her experiences and the benefits applying for awards had brought her and her team.

My thoughts?  Seeing the results from winning the CASE Circle of Excellence award has highlighted some of the benefits and it was really interesting to see the process involved.  I wonder, however, whether the way web projects develop doesn’t necessarily fit in with what the judges are looking for.  How does “release early, release often” relate to budgets, ROI and an integrated approach?  I think it can, but maybe I won’t understand how until I’ve been through the process myself!

Harnessing technology to enhance your marketing and recruitment processes – Maggie Frantz (Hobsons)

After attending Rebecca Avery’s breakfast round table session I was in two minds about going to another session about the web by someone from Hobsons!  After deciding last minute to come to this one I joined just as Maggie was reeling off a load of statistics.  I asked for a copy of the slides so I may blog them in full, but for now, here’s some of them.  They’re about what applicants would do:

  • Would download a customised online prospectus
  • ~60% would customise a page
  • 63% would ccommunicate with a current student
  • 63% would read a student blog
  • 83% would read a faculty member blogs
  • 45% would subscribe to RSS feed (I’m really surprised this is so high)
  • 71% send instant message to college site
  • 82% respond to instant message inside a website (i.e. popup message inviting to chat)
  • 59% take a mobile call
  • 49% would like to receive an SMS mesage

The next page of my notes is frankly not particularly interesting… similar to much that I’d heard before during the week.

Skipping through them, we get onto how CRM can be used to help:

  • Enabling platform
  • Tailoring communications
  • Web portal
  • Interactive, customised experience
  • Underpin Web 2.0 activities
  • Address ROI concerns

This was backed up with a couple of examples from Liverpool and Aberdeen Universities.  Interesting to see how they’ve used Hobsons products.

Maggie’s final thoughts…

  1. Start with communications objectives and assess which tools appropriate
  2. Experiment with Web 2.0 tools
  3. Empower student ambassadors
  4. Fullscale CRM or at least a communications plan
  5. Address ROI question for Web 2.0

Is the brand-driven culture of the commercial sector appropriate to HE?
Sue Cunningham (University of Oxford), Paul Drake (University of Gloucestershire), Tracey Lancaster (University of Birmingham), Peter Slee (Northumbria University), Chaired by Martin Bojam (JWT Education)

Final session before the closing plenary was a panel debate on the level to which brand should be applied in HE.  I was impressed with Peter Slee’s arguments and two points about brand:

  • Have a clear brand proposition
  • How do you follow this up and deliver?

This to me seems to encompass the important aspects of what we can learn from the best of the commercial sector – being clear about what we offer that is different to others, and ensuring the best possible student experience, matching the expectations that we set.

To be honest, much of the discussion was too heavy for me after a few very long days and it was far too hot in the room.  The “brand is good” argument won the popular vote but I’m sure it’s not the last we’ll hear about the matter.

Closing Plenary: Leadership and team-building in a transcultural marketplace – J. Frank Brown (INSEAD)

Drawing the conference to a close was frankly one of the most obscure talks I’ve ever heard (and I watch TED!)  There were some interesting anecdotes, but even after listening to it and reading the abstract I’m not entirely sure what the final point was!

And that was that!  Well, not quite – there was the gala dinner to come and Mister Roy dutily collected the Gold award for Hi to much whooping and hollering…. but you don’t want to hear about that!

I’m hoping to write one more post summarising some of my thoughts and linking to other people’s comments about the conference, so if you’ve blogged, or tweeted (and not used #ceac08) or otherwised published, leave a comment and I’ll include you in the roundup.

CASE Europe Annual Conference: Day 2

Second day of CEAC 2008 in Brighton and it was an early start to walk a few miles across the city in time for the breakfast round tables at 7:45am!

I attended a session titled Technology for Higher Education run by Rebecca Avery from Hobsons. There were six of us and Rebecca had prepared a number of questions to form the basis of discussion. A number of examples of institutions using different types of social media such as Twitter, Facebook and LinkedIn were given with everyone chipping in their own experiences. For my part I talked through the Hi applicant website and some of our other forays into “Web 2.0”. I attended another session on day three run by a representative of Hobsons so I’ll talk more about that later!

Why the student experience is unmanageable and what this means for marketingPeter Slee, Northumbria University

Great session covering the process of attempting to manage the student experience. He covered so much it’s hard to put it across, but I’ll do a notes dump:

  • Compared the decision process to that of choosing a gym:
    • Surroundings
    • Facilities
    • Staff (support, fitness programme)
    • Clientel
    • Cost – affordability and value for money
  • Most students have a pretty acurate view of support, what frustrates them is mismatch of support; e.g. VLE engagement, timetabling,
  • Three issues
    • Conflicting expectations
    • Conflicting motivations
    • Conflicting service levels: This is the easy one to address! (there’s no excuse for cancelled lectures, cardboard sandwiches, grumpy receptionists)
  • Who are their students? They’re not, local, working class, underachievers! They are 75% middle class, above average grades, and only 40% are local.
  • A chart was circulated showing what types of people deviate from the mean for drop-outs – some surprises, some not. Mature, international and clearing students more likely to drop out so this year they’ve not accepted anyone through clearing, but have accepted more “near misses” – someone who wants to come to the university with lower grades is better than someone who doesn’t but chooses through clearing.
  • Develop a sense of belonging: no college/hall means course is the centre of the community. No freshers week (instead apprentice year); every building has a learning hub; 2nd/3rd years act as learning mentors; attendance monitoring.
  • Friends
    • 9 students from across faculties and departments engage with applicants
    • Spaces within social networks
    • VIP web pages
    • Improved conversion rate
    • Lower drop out rate
    • Running for three years… yet this was the first I’d heard about it!

Listening to our users: how Imperial used “mental models” to guide their redesign – Pamela Michael, Imperial College and David Poteet, New City Media

  • Goals of redesign
    • Enhance reputation
    • Find information
    • Reflect the brand
  • Mental Model idea from Indi Young
  • 39 one-to-one interviews over a six week period
  • Research page features a tag cloud… but still not live… hold up at backend, still discussing statistical model
  • Search is really popular – Pamela didn’t know which search system they’re going for (not Google) but it does fancy stuff with publications
  • Oracle CMS
  • Internal blog (not launched until 6 months into project); user guide attached to payslips; banner on old website informing of change 2 weeks before live
  • Added Google Analytics to new site; track usage and show how homepage features drive traffic to other pages (1000% increase in some cases)
  • 65,000 visits per day

Turning MySpace into YourSpaceHotCourses

A couple of chaps from HotCourses, the makers of WhatUni and a few other websites spoke about the web. Brain dump time…

  • Don’t be swept up by the hype – got the impression he wasn’t a fan of Twitter!
  • 12% trust Facebook and YouTube compared to 62% of people who trust Amazon (I think this was in a particular market (16-18 year olds)
  • 37% of Year 12 and 59% of Year 13 students would be prepared to join a University group on Facebook.
  • WhatUni has a gadget allowing you to pull reviews into your site (Southampton may be doing this already)
  • Facebook groups:
    • Keep up to date
    • Content is king
    • Keep it visual
    • Be open – show students what they’ll be getting
    • Students would click a link on the University website to a Facebook page
  • Video: three types
    • Frivolous but of value
    • Students and departments
    • Dull but worthwhile

Branding Online: Engaging with Job seekers and Potential Students in a Digial World – Andrew Wilkinson, TMP Worldwide

Andrew’s useful take on employer branding talking first about how some of their clients had raised awareness online. RBS, KPMG and Yell created an area in SecondLife where potential recruits could come along, be matched to a suitable employer and engage with them. I’ll be up front – I’ve never “got” SecondLife – and I think as with many things, they gained more exposure from the fact they were first and featured on BBC News Online than people actually stumbling on them naturally.

Another innovative approach which I think has a bit more potential is in-game advertising. GCHQ placed adverts inside X-Box Live games which presumably helps target otherwise hard to reach audiences.

46% of people have accessed the internet over a mobile phone. This is possibly a little higher than I’d imagine and I’d be interested in knowing more about frequency of access and the types of activity they undertake. With products like the Apple iPhone gaining popularity this is clearly a growth area and “mobile” is on my to-do list for Edge Hill.

He then went through a bunch of information about how people search for jobs online, how people are more likely than in regular searches to page through results looking for brands they know. Very few universities place posts with online jobs sites. Those that do make very little use of extras such as buttons or adding their branding to pages. on the other hand is very popular but still very few universities take advantage of the extra branding that can be placed on job pages.

Jobs search sites aren’t the only way people look for jobs though. I was really interested to hear that people use Google directly and that through paid adverts you can quite effectively direct traffic to relevant jobs on your own website. I’ll be looking at the SEO of the jobs website to try to get more organic results for searches like “jobs ormskirk” too.

Andrew then went on to apply some of these thoughts to the area of student recruitment. He admitted himself that this was a new area for him but it was quite refreshing to hear someone cut through a lot of the complexity we build up.

Buzz, Brand and Budget – Helen Aspell, University of Southampton, without the chaps from Precedent

After missing her at IWMW 2008, I finally got to see one of Helen Aspell’s sessions! As is the trend these days, very little text on the slides so you’ll have to cope with my scrawled notes.

  • Web 2.0 is about people and gossip
  • Technorati, bloglines, blogpulse, google alerts to track not just your University but notable alumni and professors
  • WhatUni provides XML feeds
  • Not engaging with Facebook institutionally but they’re paying SU to do so, student ambassadors in that space as well
  • Flickr – School of Art but not corporate images
  • Select technologies through the SAFE matrix. Might work for them but I’m less convinced – bypasses the gut instinct that is often required
  • Hobsons Ask product, soon to make ratings visible on site and do some interesting stuff with tracking response satisfaction
  • 16 subscribers to news feed, would like to know what they’re using for that figure – mentioned bloglines but surely FeedBurner is more accurate?
  • When launching their new website they had a blog – 435 comments, many quite negative
  • Focus on what to measure rather than how
  • No common reporting metrics – MeasurementCamp
  • iSoton

And that was day two! Tune in next time for all the excitement of day three!