This document discusses the concept of a "digital campus" for higher education institutions. It suggests creating a single online environment that serves as a central hub for all student and alumni interactions with the university. This digital campus would provide a personalized experience tailored to individuals' relationships and interests at each stage - from prospective student to enrolled student to graduate. It would support lifelong learning and act as a community that transcends traditional university boundaries. The document outlines what a digital campus might look like for different user groups and discusses the opportunities and challenges of digital transformation in higher education.

1. THE DIGITAL CAMPUS
Digital transformation for Higher Education and beyond
MARK SHERWIN, GLOBAL COMMERCIAL DIRECTOR
HONG KONG – 4 November 2013

3. LONDON
PERTH
EDINBURGH
MELBOURNE
CARDIFF
HONG KONG

4. Some of our Higher Education Clients

5. Some of our Higher Education Clients

6. Our broader experience

8. We research our sectors
New Brand
Universities
Alumni
Universities
Third
Sector
NHS
Globalisation
Financial
Services
Cross- sector

11. WE ARE EVOLVING FROM A MARKETING CENTRIC
TO BUSINESS WIDE VIEW OF THE WEB
The
Website
Web
strategy
Digital
strategy
Digital
transformation
Business-wide impact
Marketing centric

12. THOSE ORGANISATIONS THAT DO NOT FUNDAMENTALLY
TRANSFORM ARE RAPIDLY BECOMING IRRELEVANT

13. DIGITAL TRANSFORMATION IS ABOUT FUNDAMENTAL CHANGE
IF YOU THINK BEING 'IN E-BUSINESS' MEANS SUTURING ON AN
E-COMMERCE APPENDAGE TO YOUR BODY CORPORATE,
THEN THINK AGAIN.
WE PROMISE YOU THAT WON'T WORK...
YOU'VE GOT TO BE PREPARED TO LET THAT E-BUSINESS COMMITMENT
RIPPLE THROUGH AND SHAKE UP THAT BODY CORPORATE. AND LIKE
AN 8.0 EARTHQUAKE, YOU MUST BE PREPARED FOR THE
REARRANGEMENT THAT WILL INEVITABLY OCCUR.
Keyur Patel & Mary Mccarthy | Digital Transformation, 2000

14. TODAY WE WILL EXPLORE WHAT IT MEANS TO ACHIEVE
DIGITAL TRANSFORMATION
DIGITAL TRANSFORMATION REFERS TO THE CHANGES ASSOCIATED WITH THE
APPLICATION OF DIGITAL TECHNOLOGY IN ALL ASPECTS OF HUMAN SOCIETY.
DIGITAL TRANSFORMATION MAY BE THOUGHT AS THE THIRD STAGE OF EMBRACING
DIGITAL TECHNOLOGIES:
DIGITAL COMPETENCE -> DIGITAL LITERACY -> DIGITAL TRANSFORMATION.
THE LATTER STAGE MEANS THAT DIGITAL USAGES INHERENTLY ENABLE NEW TYPES
OF INNOVATION AND CREATIVITY IN A PARTICULAR DOMAIN, RATHER THAN SIMPLY
ENHANCE AND SUPPORT THE TRADITIONAL
Wikipedia | ‘Digital Transformation’

15. AND THERE IS NO POINT IN SIMPLY WAITING TO SEE WHAT OTHERS DO
Innovators
2.5%
Early
Adopters
13.5%
Early Majority
34%
Keyur Patel & Mary Mccarthy | Digital Transformation, 2000
Late Majority
34%
Laggards
16%

16. THOSE WHO DO NOT INNOVATE WILL FALL IRREVOCABLY BEHIND
Innovators
2.5%
Early
Adopters
13.5%
Early Majority
34%
Keyur Patel & Mary Mccarthy | Digital Transformation, 2000
Late Majority
34%
Laggards
16%

17. 5 KEY THEMES
1.
Customer service, the missing link
2.
Harnessing the wisdom of crowds
3.
New money models
4.
The tricorder
5.
The Internet of things, and big data

18. 5 KEY THEMES
1.
Customer service, the missing link
2.
Harnessing the wisdom of crowds
3.
New money models
4.
The tricorder
5.
The Internet of things, and big data

19. DESIRE
INTEREST
ADVOCACY
INVOLVEMENT
The AIDA reflection | Mark Sherwin, Precedent 2013
ACTION
DELIVERY
AWARENESS
MARKETING CAN NO LONGER SIMPLY FOCUS ON AIDA
IT MUST FOCUS ON AIDA AND ITS REFLECTION

20. LOVEFILM – FAILING AT THE FINAL HURDLE

21. OPTICAL EXPRESS - NOT JUST AN AGGRESSIVE ACQUISITION MODEL

22. OPTICAL EXPRESS - DELIVERY

23. OPTICAL EXPRESS - INVOLVEMENT

24. OPTICAL EXPRESS - ADVOCACY

25. OPTICAL EXPRESS - AIDA REFLECTION

26. TECHNOLOGY ENABLED CUSTOMER SERVICES

27. TECHNOLOGY ENABLED CUSTOMER SERVICES

28. TECHNOLOGY ENABLED CUSTOMER SERVICES

29. ENHANCING HUMAN INTERACTION?

30. 5 KEY THEMES
1.
Customer service, the missing link
2. Harnessing the wisdom of crowds
3.
New money models
4.
The tricorder
5.
The Internet of things, and big data

31. DIGITAL OFFERS NEW SOURCES OF INNOVATION AND APPLICATION

32. IDEA GENERATION - LEGO

33. OPERATIONAL RUNNING - GIFF GAFF

34. 5 KEY THEMES
1.
Customer service, the missing link
2.
Harnessing the wisdom of crowds
3.
New money models
4.
The tricorder
5.
The Internet of things, and big data

35. WE ARE MOVING FROM A PRODUCT TO SUBSCRIPTION ECONOMY

36. AND A WORLD WHERE MICRO-PAYMENTS HAVE USURPED CAPITAL EXPENDITURE

37. APPLYING SUBSCRIPTION AND MICRO-PAYMENT THINKING TO FUNDRAISING

38. 5 KEY THEMES
1.
Customer service, the missing link
2.
Harnessing the wisdom of crowds
3.
New money models
4.
The tricorder
5.
The Internet of things, and big data

39. EVERY EMPLOYEE
WITH MORE COMPUTING POWER
AT THEIR FINGER TIPS THAN
THE SPACE SHUTTLE.
ANYTIME…ANYWHERE

40. CONVERGENCE PUTS INCREDIBLE POWER IN THE PALM OF OUR HAND
Wired UK | 20 Years of Wired | June 2013

41. THEY ALSO OFFER THE OPPORTUNNITY TO PROVIDE NEW VIEWS
ON TO EXISTING DATA USING CONTEXT TO STREAMLINE EXPERIENCES

42. INTEGRATING DIGTAL WITH THE PHYSICAL WORLD (PHYGITAL)
CREATE INNOVATIVE NEW CUSTOMER SERVICE OPTIONS

43. TECHNOLOGY ENABLED SERVICE EXPERIENCES

44. TECHNOLOGY ENABLED SERVICE EXPERIENCES

45. TECHNOLOGY ENABLED SERVICE EXPERIENCES

46. 5 KEY THEMES
1.
Customer service, the missing link
2.
Harnessing the wisdom of crowds
3.
New money models
4.
The tricorder
5.
The Internet of things, and big data

47. THE INTERNET OF THINGS CREATES HUGE OPPORTUNITY
FOR NEW INTERACTIONS

48. THE INTERNET OF THINGS CREATES HUGE OPPORTUNITY
FOR NEW INTERACTIONS
Use case from The New Digital Age | Schmidt and Cohen 2013

49. WHILST PERSONAL DEVICES MAY IN FACT MAKE UP AN INTERNET OF THINGS,
COMMERCIAL AND MUNICIPAL APPLICATIONS HAVE MUCH WIDER DATA
OPPORTUNITIES

50. AS THESE DEVICES STORE DATA IN THE CLOUD WE WILL HAVE ACCESS
TO MORE DATA ABOUT OUR WORLD THAN EVER BEFORE

51. AND BIG DATA IS TRANFORMING WHAT WE KNOW ABOUT AND HOW WE
CAN ADAPT OUR LIVES
Mobile phone data redraws bus routes in Africa, BBC | http://www.bbc.co.uk/news/technology-22357748

52. BUT HOW DOES THIS RELATE TO THE WORLD OF HIGHER EDUCATION?

54. The solid classical buildings of great
universities may look permanent but the
storms of change now threaten them.
Lawrence Summers
President Emeritus, Harvard University
An Avalanche is Coming: Higher Education and the Revolution Ahead

55. The Digital Threat
Knowledge.

56. The Digital Threat
Reach.

57. The Digital Threat
Relevance.

58. Google is in on the act

59. Nations are waking up to the threat and opportunnities

60. New paradigms are being created at grassroots level

61. And the results can exceed all expectation

62. On the education side you could say if we
can get them in, retain them and make sure
they graduate then that’s good enough, but
that is a 1000 year old business model – the
world looks different today.
Claes Mansson
Director, ICT Strategic Investment Programme at Monash University

63. An age-old problem
PROSPECT
LEARNER
PROFESSIONAL
ADVOCATE

64. Current state - prospect

65. Current state - learner

66. Current state - alumni


67. Current state – professional

68. A single online customer experience
Promoting
Engaging
LEARNER
PROSPECT
Finding
courses
Websi
te
Help with the
basics
Finding their
way
Mobile
Key date
reminders
Supporting and
giving
Keeping in
touch
Supporting and
promoting
Share the
experience
Offers and
discounts
Networking
Library
renewal
News & events
News and
results
Careers news
Administrative
support
ADVOCATE
Continued
access
Finding
likeminded
students
Showing to
friends
Retaining
Professional
development
E-learning
E-resources
Insider
knowledge
Social
Connecting
PROFESSIONAL
Learning the
ropes
Seeking
opinions
Email
Supporting
Networking
and directory
Major updates
Campaigns

69. The global digital landscape is driving
everyone towards becoming a lifelong
learner. This represents the biggest
opportunity that the sector has seen since
its inception
The Digital Campus – The online future for Higher Education

70. So what is a digital campus?
A single online environment open to all that offers
a single customer view that is personalised to their
current interests and relationship with the university.
A place they become reliant upon to support
their lifelong learning and development,
encouraging and rewarding continual involvement.
Ultimately a community and ecosystem that
transcends traditional boundaries of a university.
.

71. So what is a digital campus?
STRENGTH OF RELATIONSHIP
LEARNER
Digital campus
PROFESSIONAL
ADVOCATE
Physical campus
PROSPECT
TIME

72. PROSPECT

73. LEARNER

74. PROFESSIONAL

75. ADVOCATE

76. COPE - Content not websites
Remits:
PROSPECT
LEARNER
ADVOCATE
The digital campus | @Precedentcomms | © Precedent 2013
Corporate
Communications,
Press
Office, Marketing
, Research, Biolo
gy
Faculty, Student
Recruitment, Stu
dent
Services, Alumni
Relations, Develo
pment, and
Business and
Enterprise.

77. Not just students
Home page
Prominent search and search history
with a personalised showcase and
promotional display of content which is
always of interest and relevance to the
individual.
For you
An individual alert system combining
practical, important and interesting
reminders along with appropriate calls
to action.
Opportunities
Opportunities to engage with internal,
and external community members.
Connections
Interact with other community
members
Courses
The learning or research environment
?

78. Looking to the future

79. Nobody’s doing this - right?

81. Simply put, the HE sector is changing, probably quicker than any
other industry I have seen and it is technological change that is
driving it.
So we have to act now in order to maintain or further establish our
place in the market.
It is a monumental task, and I struggle to think of any business
context that I have ever been in where there has been this much
change in parallel and compressed into such a short space of time.
Claes Mansson - Director, ICT Strategic Investment Programme at Monash University

84. Daring to be digital

85. Daring to be digital
DIGITAL
TRANSFORMATION
DIGITAL
TRANSFORMATION

87. Key enablers
Senior Sponsorship and centralised investment
Cross Department Digital Executive
Technological platform and roadmap

89. A HERO’S JOURNEY
CHANGING THE WAY BUSINESSES CREATE EXPERIENCES
INCEPTION
You see the need for change.
You feel as if more can be done.
You’re not sure its your responsibility and the
opportunity is bigger than you envisioned.
You question your calling.
Perhaps you refuse it.
Then you meet others who will empower
you…stand by you through change.
What’s the Future of Business | Brian Solis, 2013

90. A HERO’S JOURNEY
CHANGING THE WAY BUSINESSES CREATE EXPERIENCES
TRIBULATION
Change is met with hardship.
It’s unavoidable.
You start to feel the discomfort from leaving
your comfort zone.
Obstacles will arise; budget constraints,
politics, scepticism, tunnel vision, blatant
ignorance.
Stay true stay focused.
Your customers and employees are anxious
for you to succeed.
What’s the Future of Business | Brian Solis, 2013

91. A HERO’S JOURNEY
CHANGING THE WAY BUSINESSES CREATE EXPERIENCES
TRANSFORMATION
Buzz and excitement permeates the halls of
your business.
Employees hear about what you are trying to
do, they enquire how to be part of it or how
soon they’ll see the fruits of your labour.
To hold consensus takes frameworks and
processes. This sets the stage for how
people, teams, philosophies, and technology
will support the transformation.
It’s always darkest before dawn. There will be
pushback, more and more challenges.
Keep the team strong, you’ve come too far for
that.
What’s the Future of Business | Brian Solis, 2013

92. A HERO’S JOURNEY
CHANGING THE WAY BUSINESSES CREATE EXPERIENCES
REALISATION
To call this the last stage is misleading.
Transformation is continual, it becomes part
of your business model.
Here you learn and adapt accordingly.
You lift your head and notice that the people
inside and outside of the organisation are
noticing change.
Change is now constant.
Take this moment to revel in your journey.
Since you are the hero in this story, your
journey is just beginning.
What’s the Future of Business | Brian Solis, 2013

93. A unifying vision
The Digital Campus