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Higher Ed, Prepare for HD Web

January 31st, 2012 | Posted in Predictions

These days, marketers are doing a tremendous amount of strategy and work to optimize mobile web experiences. This is especially true in the realm of higher education digital marketing as institutions strive to provide users with content and interfaces that are specifically designed for small devices.

After all, as a recent Pew Report shows, well over half of undergrads, graduate students, and community college attendees access the Internet or email via their cell phones. Hundreds of universities have mobile-enabled websites and those that do not are planning to launch them very soon.

But this article is not about mobile web development. This is not about being mobile. This is about a complementary trend that I believe we will watch develop in 2012 and 2013: the emergence of High Definition (HD) Web Development.

HD Web Development

I have heard HD Web Development, especially video, also referred to as the “lean back” (as in “recline in your La-Z-boy”) Web experience. The ubiquity of high-definition displays, such as televisions, that behave as high-powered computers, and the proliferation of broadband access to Web content, means that we now have the size and speed to enjoy the Web in a massive and brilliant form. And, as devices share and mirror content with one another, the restrictions that current mobile and PC web development impose will be removed.

You could argue that anticipating HD is simply another facet of responsive web design. I somewhat agree. Yet there are a few key differences. And, this goes way beyond just video.

Mobile: For the distracted, goal-oriented user

The reality of content on mobile devices is that the experience is momentary and environmentally competitive. Content for mobile phones must be minimally designed to focus on content, and while that is imperative, the consumer gets only a small taste of the organization’s visual brand. So, in higher education environments, content best suited for mobile is often the simplest and most transactional.

That is, most university mobile sites provide dining menus, phone directories, bus maps, weather, and other nugget-sized pieces of information. And that is ok. It suits the environment. The strategy behind a university mobile site is to serve a user who is highly distracted and on the go. Short and simple is ideal. Keep them connected and be quick about it.

So, the question today is always asked “is this content mobile-friendly?” and “will it look good on small devices?” Even though mobile devices can automatically squeeze your content into a small screen, there are proven techniques to improve how content is presented. This trend will continue and mobile web development will always be a part of our industry.

But what about the audience members who are not distracted? Not mobile. Not desk-bound but relaxing on a couch or near an entertainment center?

HD: For the comfortable user who wants an immersive experience

To meet this user’s needs, I believe we will begin having conversations that emerge from questions like “what does site look like on a TV monitor?” and “what content can we show off in high definition?”

Imagine for a minute a website intended for display on an 80-inch television in the living room or general-purpose room for a family. Imagine the opportunities for friends and family to share in an marketing experience that is a collage of interactive design, multimedia content, and video. Imagine that experience includes the opportunity to video conference or directly message with an admissions representative, student advisor, or professor.

Almost every manufacturer of television, computer technology, and Web-enabled devices is working on new ways for users to display, share, and interact with content on high definition television monitors in homes and offices. This means that websites that look good on tablet devices, PCs, and mobile phones also must be intentionally designed for high-definition display.

Like most trends, this one is simply a fresh iteration of a previous phenomenon. Ten to fifteen years ago, many institutions of higher education considered direct mail CDs/DVDs that created a kiosk (like at your local shopping mall) experience for users as key component of their marketing campaigns. These direct-mail pieces gave people the ability to interact with an institution’s content. Because connection speeds were so slow, these CD/DVDs made it possible to enjoy high-quality experiences during the time when the Internet was not ready to deliver them.

Getting ready for HD

So how do I think you should prepare for the Web in HD? The best and easiest way is to get a 32-inch HD TV and plug your laptop into it. Make sure that you have the proper HDMI connector so that you’re getting the full resolution of the television. Read a more detailed how-to article from CNet.com.

Once you do this you’re able to see how your website looks on a large screen display. Now stand about 10 feet back from that and assess how your site looks.

As you read it ask yourself:

  • Can you interact with the site?
  • Can you see the information as clearly as you can see the guide and menus on you television’s DVR?
  • How well are you able to see your institutions identity/logo?
  • How well are you able to read headline text?
  • How much information are you truly able to see from that distance?

The methodology for designing for HD display is similar to those used for responsive Web design. At the same time, the content requirements for such experiences might be more similar to what we saw in the late 1990s when kiosk development and CD/DVD direct mailers were prevalent. So, if we take the best practices of both these marketing trends, I believe we can closely approximate what we’ll need to take advantage of the HD Web. Also, it is likely that HD web development will also be subject to the same nuance, such as with mobile, of native apps versus responsive web design.

One final thought

It is not out of the realm of possibility that users who are consuming Web content from home may soon not even own a traditional PC. It is becoming more likely that your users will expect you to deliver an intentional mixture of mobile phone, tablet, and television web experiences.

Manufacturers and media companies are working on ways to seamlessly integrate a new ecosystem so that content can be shared from one device the next. This means that there will be a giant new challenge that higher education digital communications should be preparing to meet.

Let’s be ready to respond. Get ready for HD web.

How are you preparing for HD Web, and what are your thoughts?
Please share your comments on Google+

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Web Industry Paradigm Shift at the University of Michigan

October 13th, 2011 | Posted in Analysis, Predictions, Strategy

This is the first in a series of posts in which I will comment upon hiring trends and possibilities in higher education and digital marketing. Having worked extensively with public affairs and digital marketing in higher education, I believe that institutional priorities are revealed by the creation of new positions and the evolution of previous ones. I hope that my experience can shed some light on the strengths and challenges inherent in a job as it is described publicly.

Recently, I followed a tweet posted by Liz Gross (Twitter @lizgross144) that linked to this article: “University of Michigan to hire social media director.” It jumped out at me as signaling a major shift for digital communications marketing in higher education.

Because Michigan is one of the more aggressive and successful universities to use social media, it is heartening to see it provide real structure and thought leadership for social media content strategies.

Here are what I see as signs of progress for higher education in general, and as signs of strength for the person who takes the job itself.

The Social Media Director reports to VP

The reporting structure of this position seems to embrace the need for agility and sharing among all levels of the organization. Far too often web and digital staff are several layers removed from senior leadership such as VPs, presidents, chancellors, etc. This means that opportunities to improve or take action are challenged by logistics and hierarchy. Obviously, social media moves fast — lightning fast — and responding quickly is critical, especially when it comes to emergency communications.

It is likely that this director of social media will have weekly (or more) meetings with the VP of global communications and will be able to provide ongoing insight and accountability for Michigan’s social media marketing. Now, senior leadership will have the possibility of interacting with and influencing the curator of social media, rather than standing on the sidelines “lurking.”

The Social Media Director will hold a newly-created position

This position will likely be considered by others to be new and experimental — perhaps even risky or irresponsible. Such perceptions can trigger interesting and sometimes odd behavior by peers and colleagues. Some will be fascinated and intrigued, and they will likely reach out to the new person to learn, support, and share.

Others may be threatened and/or uncertain about why a position dedicated to social media is necessary and why the university is allocating resources and attention to it. After all, writers, journalists, and marketers have existed at universities for decades. Why, they may wonder, is social media any different? They may disagree with the concept and, as a result, obstruct the social media director’s efforts to obtain valuable resources or infrastructure.

Therefore, it is most critical that the successful candidate be confident, outgoing, and competent. She or he may have to make professional confrontations and ask painful questions. Not everyone will agree with the need for a director of social media, and being a new position, there is no history or established record of what defines success. As a result, many will have opinions and expectations that may or may not be fair or realistic. The new social media director must define success for the university and report frequently on measureable results.

Everyone will be watching.

Content (strategy) is king

I have been saying for about five years that technology and design are no longer barriers for universities to communicate and market themselves well online. Even though many organizations still struggle, having a beautiful design and well-structured code is now considered a responsibility that digital teams work hard to fulfill.

Key audiences expect that that institutions of higher education will create eye-catching designs and flexible code (whether or not they recognize it as such). Now, the most important and decisive component of digital marketing is content. The fact that the University of Michigan seeks to appoint a director of social media is a positive sign that the industry is maturing. It recognizes that audience members want to consume content and interact with a powerful brand. Content, and its marketing through social media, is the major growth area for digital. This new position is a harbinger.

Too often content creators (writers, videographers, photographers, etc..) have been positioned as second or subordinate in the order of importance on projects and initiatives. Thus, they obtain lower base salaries and management responsibilities. Decisions about strategy have been based placed narrowly on technology, what looks good in a browser, and the latest innovative method of constructing a web page.

Now, as Facebook and Twitter prove, social media websites are content management systems for the masses. Content can be posted and managed in new ways. Yes, social media initiatives must be integrated with an institution’s websites and marketing efforts, but content now often can stand alone when it comes down to audience interaction. Most Facebook pages and Twitter accounts look the same, but what differentiates them is content. This new position is an indicator that content creators are on the verge of increasing their value to the University and growing their management responsibilities.

The job description is well-defined

The Social Media Director position description is very well-written and should attract a high caliber of candidate. The canny candidate will see that while the position is highly influential in web and digital, its primary objective is to cultivate audiences. The ability to create and manage relationships is the core of social media — not technology. Technology only enables such cultivation to occur with less restrictions posed by time and space. So, I am encouraged to see that technical abilities are not the focus of the position description.

The power to create and share content, to manage audience expectations and meet them, and to increase awareness of the university’s brand and mission is stated goal of the social media director. I would make one change, however. I would move the “enthusiastic” qualification to the top. Maintaining enthusiasm and optimism may prove to be the most challenging part of the job.

Hope of others to follow

Kudos to the University of Michigan for committing to social media initiatives. I hope that the new director is successful so that other universities follow Michigan’s example. And, to those of you who may be interested in this position, let me be clear in stating that the position appears to be one full of amazing challenge and opportunity.

How often in higher education marketing do you get a chance to define greatness? Here is your chance.

Note: I am in no way affiliated with the University of Michigan. These are my independent thoughts and observations.

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Traditional TV and the Scratching Record

February 18th, 2008 | Posted in Predictions

Last night, I scrambled home to get to my Tivo. I wanted to record the new The Simpsons episode. I made it to the television in my living room with about five minutes to spare. Then, it dawned on me. Why am I trying so hard to watch TV the old way? Traditional (non-live) television is dead to me.

I realized that it was futile for me to worry about what time a show airs and where I view it. I had pieces and parts of this already in my media consumption lifestyle, but now I have all the options at my discretion. Many years ago, I got Tivo. That took away the time factor, but it still land-locked me to the television in the living room. Two years ago, I got Slingbox, so I no longer needed to be in the house to access television — it works over the Internet. This year, I merged the two. A Tivo to record my shows together with a Slingbox that accesses them over the Internet. It’s neat, but requires plenty of know-how.

But, this rigged-up solution still relies fundamentally on video content. I don’t control that — no matter how hard I try, I just don’t have the time or energy to create my own television studio and distribution company. I tried, but it got to be too time consuming. I feel it is easier for the big companies to handle that responsibility.

So, why is traditional television now futile? The Internet, baby. Thanks to video-based, high-end websites with direct access to the studios and their content, I can get the same experience on-line. The only trade-off I make is HD (high definition), but sometimes content is just more desirable when it is convenient, not high quality. I don’t really care if Kitchen Nightmares is in HD if I can access it online and watch when, where, and what episode I choose.

Hulu.com did it for me. I realized last night that I can watch the latest version of the Simpsons online without Tivo or Slingbox rigged to my house. There are several other websites like it. iTunes is really making me curious lately too. It’s a relief because I no longer worry about the hardware configuration and focus on the content I want to view.

So, in the end, content wins. It always does.

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Score One for IPTV

March 5th, 2007 | Posted in Predictions

Yesterday, I purchased a full-length feature film from iTunes. This was a limited release movie that I missed when it came out during the past summer. It cost $14 and took about an hour to download. I had no idea that this impulse buy would cause me to rethink the fundamental way that I consume video content. I used to think that my satellite was the only way to get quality movies and TV shows. However, looks like this is no longer the case.

I read a few weeks ago that users will choose convenience over quality when it comes to web technologies. Just look at the success of YouTube. Plus, video technologies are just now starting to get to the point where they actually look good. But, there is a lot of room for improvement. It seems to me that most people are accustomed to their computers only accessing fuzzy, graining, and choppy video. This is about to – or already is – changed.

I downloaded a movie (Goal! The Dream Begins) in no time. And, I have the slowest, cheapest, DSL on the market. I then turned on sharing from my PC (days are numbered on that old clunker – another story), powered up my MacBook’s Airport, plugged the DVI cable to the back of my HDTV, plugged the audio jack to my stereo speakers, and voila! Movie time.

I seriously watched a two hour downloaded movie on my family room television – technically, streaming from the computer in the den to the wi-fi on my laptop, to the TV in real time. John would call this “black magic.” The funny part was that I could barely tell the difference. I mean, if I watch a standard definition signal (non-HDTV), it basically looks like YouTube anyway. SD signals are really, really ugly on my HDTV. So, it is a low hurdle (I think I owe Joe a royalty for that one-liner).

iTunes streaming video over Wi-fi to my HDTV is quite elegant. Front Row looks slick. The sound effects are techie, and the quality is noticeably smooth. I kept waiting for it to choke, or for the signal to die. It never did. The only thing that felt off was the tiny remote. That did not feel like a television remote, but so what. It works.

This was a serious dose of the future. I love this sort of thing because it is the first taste of how things will work in the very near future. Now I am thinking about purchasing a Mac Mini to run permanently attached to my HDTV — get my Joost, iTunes, and YouTube streamlined into the family room. What an escape.

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Re: Fw: Re: Fw: Fw: Re: Email

February 9th, 2007 | Posted in Predictions

I think email is great. I really do. But, sometimes I see what we, in the work place, are doing to this fine mode of communication. Emails are not for discussions or round table talks. They are meant to exchange data, move files, or send details that are more logically delivered in text.

I feel weird when I see an email subject line that reads, “Re:Fw:Re:Fw” and so on. I know some email clients, such as Gmail, handle this well and group them together. Most do not. But, I laugh when I picture all these people trying to communicate with each other via this crazy email daisy chain–when the result is just some weird version of Pong-via-email. I see your “re:” and I raise you a “fw:.” Today, I saw an email Pong with 13 hits. How on earth is this efficient?

To me, I think we are spoiled by email in the workplace. It is too easy to send an email to a large group than to assemble the people and talk face-to-face. I hate email. I love email. Think this will ever change, or are we all doomed to forever play a reply, forward, delete game with messages. Email anyone? I’ll serve first.

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