“Scroll is the new Flash” means the development of super-tall pages with massive images and lots of multimedia content. Instead of using Flash animation and its in-page transitions, the layouts use vertical space. Additionally, effects and interactivity give the user a sense of layering or depth.

Examples in Higher Education

• http://undergrad.biola.edu/academics/
• http://nd.edu/indepth/education/
• http://nystudyvacations.com/
• http://www.fhu.edu/why/

I am not attempting an in-depth analysis at this point, just sharing an observation. Without more data, it is too early to determine if these approaches are effective. But they sure look amazing and are intense and overwhelming at the same time. Regardless of their impact on the user, this trend is a clear testimony to the approaching end of Flash-based development in higher ed.

More Examples?

We will have to watch and see how aggressively digital teams will pursue retaining the effect of Flash-based interactivity. What are other examples of the trend “scroll is the new Flash,” and why do you believe it’s occurring? Please share your comments on Google+.

Be sure and read the great response article published by Chas Grundy: Do Long Scrolling Pages Work?. Thanks, Chas.

Google+ 101: Introduction to connecting online for college and universities offers specific ways for universities to organize, promote, collaborate, and find content in Google+. It features specific examples of universities already purposefully adding this social network in their content strategies and communications. Among these highlighted universities is Washington University in St. Louis, which shares important and relevant campus news and event information.

If you are responsible for or can influence content strategies for your college or university, I encourage you to take a moment and review Google+ 101. It will help you determine how you can best integrate Google+ into your social media efforts.

http://www.google.com/+/learnmore/universities/

Note: mattklawitter.com provides strategic support and digital marketing communication consulting to Washington University in St. Louis.

Research

Since the previous version launched in August 2010, we have been closely monitoring and measuring the site’s functionality. To do so, we partnered with a major market research company to study user satisfaction. The results were, and continue to be, very encouraging. Additionally, the site was recently nominated for a 2011 eduStyle award — the first ever for WUSTL.

We learned that overall, users who first visited the homepage (and landing pages) of wustl.edu were much more satisfed than those who did not. That is, the wustl.edu website makes the experience of other University websites more satisfying for users. It strengthens the Washington University in St. Louis brand.

Tactics

As we prepared for the update we made last week, we learned from research that we could improve our offerings to internal users by providing even faster access to links most searched for by that audience. We were able to rely upon nearly a year’s worth of real data to determine what really is popular versus what was previously guessed to be popular. So, among other tweaks, we created a “trending” feature in the footer that is present on all pages. It provides a list of actual links and sites for which people regularly search and click. Based on analytics and click patterns, we can see already that the trending feature is proving successful.

The most notable recent addition to wustl.edu is the Sights and Sounds section. It features a video produced exclusively for the new site launch, webcams, and the popular photo gallery.

The goal is to show that at WUSTL “what you see is what you get.” The campus is vivid and full of action. It is beautiful. The Sights and Sounds section showcases the distinctive environment in which incredible intellectual achievements occur.

Overall, these additions build upon an already successful website. Our goal was to make it even better based on additional research and feedback from users. Through careful study of site traffic patterns and working with internal and external (third party) research partners, we have documented that the wustl.edu website is heading from good to great.

Final Note

This is my last project with WUSTL and the DCM team as executive director. I am stepping down on July 8, 2011 for a new adventure. It has been a privilege to work with such talented people in DCM, and I will always remember how dedicated they are to advancing WUSTL’s digital communications. I will miss working with the team, and wish them the best of luck in the future. You will continue to make this website great.

Due to an exciting opportunity for my spouse, Erin, to begin pursuing a doctoral degree at Northwestern University this fall, I will be required to leave my current position. We will move to Chicago.

It is with sincerity and respect that I thank WUSTL for allowing me to serve the university for these several years. I believe the DCM office is strong and will continue to grow and improve. It has been a privilege to work with and learn from my colleagues here. I am proud to have contributed to the creation of a new office in the Division of Public Affairs and to have advanced WUSTL’s mission through the development of many websites and social media, especially the new WUSTL.edu.

My family is excited about the future. The opportunity for Erin to advance in her academic career inspires both of us. I am currently seeking employment in Chicago and also pursuing consulting opportunities.

We anticipate that the years ahead of us will continue to be personally and professionally fulfilling.

In the coming weeks and months, I will share more as details develop. I welcome your feedback and comments. If you know of employment opportunities in digital marketing in the Chicago area, or would like to speak with me regarding my expertise in digital communications and higher education, please contact me.