The document discusses the emergence of a new digital ecosystem for higher education. It notes that colleges and universities will need to operate via both physical and digital/mobile channels to stay relevant. This will create an integrated ecosystem where signs are emerging, like more consumers accessing content via mobile devices. To thrive in this new environment, schools will need to challenge existing models and become more agile, innovative digital organizations that can adapt to constant technological changes and deliver personalized online experiences.
6. All forms of media
Gaming
Technology
Speed
Measurement
Manipulation
Electronic
Human resource competencies
Workflow / Process
Investment
Operating model / Capabilities
Consumer experience / UX
Consumer behavior
Branding, positioning, Trends
Business development
Marketing/Advertising strategy
Creative development
Distribution
Content creation
Learning
Monetization
Accuracy
Never stops evolving
Simplification
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intuitive
integrated
interactive
implement
information
instruct
internet
invent
impulsive
increase
intellectual
international
involve
innovate
invite
inquisitive
impulsive
immediate
incredible
identity
illustrate
ideate
imagery
imagine
input
Digital is...
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Signs of this new digital world are emerging all around
us, and they are expanding weekly.
The Digital Ecosystem
• We are seeing a billion new and more mobile
consumers accessing content via mobile and tablet
devices (Accenture Study 2011)
• These advances are early signs that a fully-
established “digital world” hasn’t stopped, but is
emerging in even more areas than we thought
• A world driven by new devices and mass
technology, where the agility to adapt to constant
change while delivering personalized content
experiences will be a prerequisite for sustained
high performance
• Personalization of the consumer experience
requires schools to become more agile and efficient
in serving the new, mobile, digital consumer and his
or her social network
• This intensifies the need for a new digital operating
model for colleges and universities
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Innovation and Distribution
Constant innovation and distribution are essential
• Create a high performance digital operating model
• To do this, the college of the future will remove
embedded barriers “This is how we always did it”,
thus enabling it to be more digitally savvy
• Redefine itself to become a more agile and more
innovative institution
• Become ready and equipped to exploit and
implement digital opportunities
To build such an operating model, institutions need to
challenge existing thinking and transform
themselves to harness digital opportunities.
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Seizing the mobile revenue
opportunity
As new collaborative digital mobile channels emerge,
they share critical success factors.
• Access to diverse mobile content is vital
• Linkage with customer interactivity
• Understanding, control and ownership of the
customer as a unique individual consuming content
across different channels, devices and times
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Digital in 24 Months
Within 2 years there will be even newer
behaviors related to converged devices and
experiences. Student consumers are migrating
rapidly to new modes of digitally enabled,
multichannel consumption behaviors.
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If current trends continue, by 2018 there will be
more full-time online post-secondary students
than student s who take all their classes in a
physical location.
- The Blended & Virtual Learning Frontier Special Report (E.Rebublic 2012)!
http://www.centerdigitaled.com/reports/ !
And Beyond
- Accenture Study 2011
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Online Best Practices
• Build a community (example: have students
blog, build websites, upload photos and
videos of themselves... be content creators)
• Foster collaboration
• Instill the “4 Cs”(creativity, critical thinking,
collaboration, communication)
• Remember that tech tools are just “tools”
for educational objectives.
• Map out first what standards you want to
achieve, then find the tool to help staff and
students get there
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- The Blended & Virtual Learning Frontier Special Report (E.Rebublic 2012)!
http://www.centerdigitaled.com/reports/ !
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Digital Strategy
Flexible:
Your digital strategy will need to be flexible enough so
that your instructional design model as well as your
institutional digital marketing & social media strategy
can adapt and repurpose itself as each new student
behavior or new device experience gains traction.
Assess:
Assess your current operating model. How flexible is it
for change, and how will it transform to harness all
these new digital opportunities.
Ask yourself... How future-proof is it?
New and Cool:
Just because there are many new digital platforms and
channels doesn’t mean you have to invest in them.
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Accelerate Change Initiatives
The past few years has seen the domestic education
market accelerate their change initiatives across the
entire campus. This is in response to the pervasive
impact of digital disruption.
At the same time, some institutions focused on digital
innovation and now have a renewed confidence as their
focus shifts even more from the brick and mortar
campus to everything digital.
This is survival with a digital twist. It’s a major
paradigm shift for nearly all of Higher-Ed.
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• Pressure to get in the digital space “now”
• The huge learning curve requiring young minds and
seasoned veterans to digitally collaborate or face
possible extinction of college the way we know it
• The brick & mortar business model must change
Which way do we go? Where do we start?
• Colleges know they need to be innovative, but they
do not know how to capture innovative ideas and turn
them into profitable, sustainable business practices
• Many are still not sure how to move their campus to a
place that is completely different than where they are
now
What keeps college administrators up
at night besides the economy?
-- digital
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• Consumers now have the power to define your brand
all over the world with a single click
• Transitioning from traditional to digital
• Keeping up with the speed of digital
• Measuring digital initiatives
• Opening the institutional brand
• College administrators struggle to shift their mindset to
think about today’s young student and their digital
behavior because it is so different and it changes
rapidly
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What keeps college administrators up
at night besides the economy?
-- digital
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Questions
Q: Are we “digital enough”?
Q: Are we wasting opportunities every day in the
classroom to be digital content creators?
Q: How do we digitize, package, distribute, support
and re-sell this new digital product?
Q: Why should we buy online content when we are
already creators of it?
Q: How do we adapt yet still keep our pedagogical
principles in tact?
Q: Is there a new norm?
Q: Where do we start?
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• Professors will become digital content creators
• Digitize classroom content
• Create it once, sell it many times
• Create a branded online content delivery network
that displays, interacts, remediates, engages and
monetizes classroom content for students
anywhere, anytime
• Survival for Higher-Ed means they must adapt to
the digital ecosystem and create their own
The New Norm
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Colleges / Universities must consider harnessing
8 fundamental drivers:
• Digital Consumer Behavior
• Digital Content Creation
• Digital Engagement
• Digital Distribution
• Digital Time Shifting
• Digital Monetization
• Digital Re-Selling
• Create it once, sell it many times
Today’s student-consumer expects to choose and
consume learning content where they want, the way
they want it, the time the want, wherever and
whenever they want. This is not your brick and mortar
learning institution anymore.
Direct from the dot-com manual
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Digital Monetization remains a major challenge,
and an area of uncertainty for many institutions.
What is clear is that Higher-Ed typically does
not have a diverse revenue model looking in
this direction. -- it’s time to look.
• Monetization is critical for a sustainable digital
learning model to occur and be successful
• Digital distribution opens up new areas of growth,
at a time when student consumers are increasingly
prepared to pay for learning content experiences
• Multi-platform operation is no longer an option, but
an imperative (web, tablet, live, virtual, blended)
• Tablet / mobile probably has the biggest growth
potential
Colleges must find an economically viable trade-off
between multi-platform services and interoperability
across devices. All while simultaneously creating
custom content for every platform and consumer
experience.
Digital Monetization
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Some innovative colleges and universities have worked
hard to be innovative and continued to invest in digital
channels, even in the recent economic downturn.
They are pressing ahead with their student centric
initiatives, while also improving their ability to operate
more commercial models. They have done this while
managing a more complex and sophisticated
marketing and enrollment strategy.
Media and Entertainment companies embraced
change while racing to redesign their strategies for the
digital ecosystem and deliver the content experiences
that consumers want and will pay for
* Higher-Ed needs to learn from the media giants
Content Consumption
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of schools have an official Facebook fan page
98%
81%
of schools do not use Twitter for marketing
91%
of schools have an official YouTube channel
66%
of schools use students for creation of YouTube videos
68%
of schools have an official Linkedin Alumni Group
62%
of schools have an official Flickr account
54%
of schools have student blogs
92%
of schools advertise on Facebook
Colleges
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Courtesy: eduGuru
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Digital
Courtesy: econsultancy.com
of companies use social media
94%
82%
of companies say Twitter is their favorite social media
tool
85%
of companies say social media has given them more
exposure
73%
of companies say Linkedin is their favorite social media
tool
76%
of companies plan to increase their use of YouTube for
marketing
65%
of companies use social media to gain market
intelligence
61%
of companies say blogs are their favorite social media
tool
92%
of companies say Facebook is their favorite social media
tool
Corporate
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