Creating Campus Communities
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Salesforce Higher Ed Summit June 25, 2013
Creating Campus Communities
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Agenda The WGU
Model
The WGU Goals
The Role of Communities
The Role of Analytics
The Big Picture
IT’s Operating
Model
Environment
Why
What
How
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
A Bit About WGU
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Collaboration Model
100% Accredited
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100% On-line
100% Self-paced
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
100% Non-profit 100% Tuition Funded Tuition has not increased since 2008 and includes all e-textbooks
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Project Management
• Risk Management
100% Competency -based
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A bit more about WGU
Faculty who do not teach (and no faculty senate!)
#28 on 2013 Fast Company Most Innovative List
Currently at 40,000 students
Currently 16 years old
Average student is 37 years old
Target market = 37 million Americans with some college but no degree
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
The Challenges of the WGU Model
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
� Teams know HOW! Let them do it! � Let them make mistakes. � Build safety net
Self-paced: If a student has done nothing for 2 weeks, on vacation or dropping out?
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Competency-based: How can we support learning prior to exams?
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Start Up
Exercise: Pick a project. Self-paced:
Students are not connected to each other. What is their support system?
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
The WGU Goals
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Six Year Graduation Rate is around 40%.
Traditional Higher Ed Graduation Rate is around 50%.
We want to have comparable Graduation Rates
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What must be true?
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
The Big Picture
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Know what each student needs and when they need it
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
The Role of Communities
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Types of Communities:
Learning – Student to staff and student to student
Social – By college, by program, by interest
Professional – Careers
Informational – During enrollment
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Our approach: map the student journey
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Iden&fy the touch points. Brainstorm the community op&ons. Validate. Implement.
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Collabora'on Model
Our epiphany?
Students self-‐select communi'es and interac'ons.
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and, cover the entire lifecycle
(prospect to enrolled, enrolled to graduate, alumnus)
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
The Approach
Me
Profile: My State, My Program, My Background
Social: My Interests, My Pressures, My Life
Academic: My Courses, My Gatherings, My Discussions
Faculty: My Mentors, My Webinars, My KB
Support: My Career, My Student Services, My Financial Aid, Et cetera
Ad hoc
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
The Rationale � In a competency-based, self-paced model: � Interaction is voluntary and on-demand. � Needs are very diverse. � We must provide support in real-time and at
anytime. � Many interactions will be asynchronous. � Most learning will be asynchronous.
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Example – Knowledge Base
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Knowledge Base Search Results
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Student View of Ar'cle
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Ar'cle Crea'on Features
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
The Role of Analytics
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If we want to know what a student needs and when they need it
We need data!
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Project Management
How Do We Deliver?
Pre-‐enrollment University interac'on
Course consump'on Student-‐to-‐student
Pre-‐assessment Social interac'on
Assessment Fric'on points
Knowledge checks Resilience
Text consump'on Engagement
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And, this must be dynamic
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Advanced Analytics in SalesForce
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
A Different View
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
IT’s Operating Model
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First, Trust and Ownership
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Trust Ownership Model
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But ownership of
what?
Decision-‐making
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
But how do I set them up for success?
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Market Differentiating
High
Low
Mission Critical Low High
Differentiate
Parity
Partner?
Who cares?
Purpose Based Alignment Model
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4 important questions: 1. Who do we serve? 2. What do they want and need most? 3. What do we do – better than anyone else –
to meet these wants and needs? 4. What is the best way to provide this?
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The Differentiating Rules
Rules How? Always Be the Market Leader
Innovate now and forever
Focus Have 1-3 specific things you do better than anyone else
Own Differentiating You cannot outsource your innovation
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The Parity Rules
Rules How? Fill Any Gaps Because Gaps Kill
Adopt Best Practices – embrace the innovation of market leaders
Eliminate Risks Because Risks Kill
Simplify – complexity increases risks and reduces agility
Create Capacity To Focus Resources on Innovation
Standardize – there is only downside to exception handling of Parity activities. 1st version is always vanilla.
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Market Differentiating
High
Low
Mission Critical Low High
Self-paced, Competency- based
Everything Else FA, Records,
Email, Network, Security, Etc
Example - WGU
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Project Purpose What To Do Student Profile Parity Kill Current Custom
Project, Configure in Salesforce
Student Relationship Management
Parity Select and Implement (Vanilla) and Market-Leading Solution - SF
Analytics For Student Engagement
Differentiating Pilot “Edge” Options To Capture and Analyze Data
Community Platform
Parity Use SF Unless It Is Below Parity
Rationalizing The Portfolio And The Projects
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Where We Are
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
By June 30, nearly every
student / university interaction is captured in SF (this has taken about 18 months and involves 1800 SF users).
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Currently piloting learning communities in SF
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Currently piloting “personal pages” in SF that are the community hub for each student and map to each student’s journey
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
Currently piloting Red / Yellow / Green risk profiles that are presented in SF.
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
What Is Next?
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HIGHER EDUCATION SUMMIT ’13: ENGAGE. TRANSFORM. SUCCEED.
The Salesforce-enabled enterprise
Contact center technology (inside of Salesforce) High levels of personalization (rules sets, Interactions, self-direction) Communities that amaze (including mobile)