Transcript Title slide with an image

Monash Web Presence:
Faculty of Business and Economics
Thursday 23 February 2012
Presentation to By:
Lisa Jane McDonald, Project Manager – Web Presence
Monash Web Presence:
Strategic Direction
Presentation to SMT 7 December 2011
Dr Ian Tebbett, Chief Information Officer
Dorothy Albrecht, Executive Director - Office of Marketing and
Communications
Web Presence Project
 A University wide initiative – jointly driven by joint
OMC and eSolutions
 Medium to long-term (+3 year timeframe)
 Shared ownership, in partnership with the faculties
and divisions
Monash web presence: strategic direction
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Unified University web presence:
What is it?
 User-centred information architecture
 Evidence based decisions
 Internal/external content split
 Small number of domains targeted at audiences
 Single external web presence
 University-wide analytics
 Pool of skilled resources to build and maintain
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Unified University web presence: Why?
 3rd attempt – 2001, 2006, 2011/12
 Now it’s a must – the environment has changed
irreversibly:
– Security issues escalated (web hack May 2011)
– Technology improvements
– Resourcing limitations = poor governance =
unmanaged risk
– It is driving the business
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Unified University web presence: Why?
 Brand positioning:
– recruitment (students and staff)
– research profile
 Improved user experience for audience groups
– Search improvement
– Consistent, up to date information
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Unified University web presence: Why?
 Staff productivity and efficiency
 Information security:
– Inaccurate, untimely poor quality content
– Intellectual property protection
– Damage to research reputation through operational
matters being picked up by media (happening now)
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Current web presence
 Old way of thinking:
– “Monash University has a suite of sites”
– Information silos based on organisational
structure
– Duplication of content (risk and resourcing)
– More is better
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Future web presence
 New way of thinking:
– “a University web site with faculty and division
content”
– Targeted information based on user needs
– Single authoritative sources of content
– Written for the web
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What it means: University-wide analytics
 Enhanced analytics through a single account
 Track the complete user journey through Monash –
not possible currently
 Track the benefits of our engagement strategies
with customers
 React quickly to real issues identified
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What it means: Audience focused domains
 monash.edu:
– promotional site for external audiences
 intranet.monash.edu
– staff content, password protected
 student.monash.edu
– current student content, mainly password protected)
 extranet. monash.edu
Password protected content for external audiences, eg
contractors information, industry partners
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What it means: Audience focused domains
Example:
Move from www.pharm.monash.edu.au to:
– monash.edu/science
– intranet.monash.edu/science
– student.monash.edu/science (if required)
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Site maintenance: Current state
 Uneven distribution of resources
 Specialist skills under-resourced, eg information
architecture, web content, web development
 Updates are not timely or strategic
 Content ownership unclear
 Sites are too large to be manageable
 Redundant information is not removed
 Internal and external information co-exist
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Site maintenance: Future state
 Public (monash.edu) – OMC
 OMC to deliver "whole of content" solution for
external web presence – plugging into local faculty
resources where currently existing
 Intranet.monash.edu - Faculty/Division in
partnership with eSolutions
 Shift from current to future state commences with
the engagement process for WPP migrations.
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Barriers to success
 Culture:
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Inability to see audience perspective as primary
View that all information should be external
General resistance to change
Focus on own area – inability to see bigger picture
 Past attempts to improve governance have failed
 Intranet doesn’t have a business owner
 Championing of strategy by leadership is critical
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Presentation title
28th February 2011
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