- March 5th: Sean Carton, idfive.com

March 5th Twitterview with Sean Carton
  Chief Strategy Officer at idfive, and the Moderator of the Guest Track, “The Best (and Worst) of Both Worlds” (working with internal and external teams)

Here’s the transcript of the whole interview:

image  eduwebconf: @idfive Hi Sean, great to have u b our 2nd twitterview guest #eduwewb

image  eduwebconf: @idfive oops sorry. talking n typing doesn’t always work well for me #eduweb

image idfive: @eduwebconf I think we’re all connected! #eduweb

image  eduwebconf: @idfive, okay, so HI Sean! This is #eduweb ‘s 2nd Twitterview n it’s with the Moderator of a Guest Track at this year’s conference ... 

image  eduwebconf: @idfive ... called “The Best (and Worst) of Both Worlds”; Sean is Chief Strategy Officer at idfive in baltimore #eduweb

image idfive: @eduwebconf Hi Shelley! #edweb

image  eduwebconf: @idfive Sean, can u explain this new track and why u thought it was important 4 higher education #eduweb

image idfive: @eduwebconf Sure! The new track is all about collaboration and building understanding between agencies and institutions. #eduweb

image  eduwebconf: @idfive how do u see this theme as being a topic that people can present on? what would u b looking 4 in presentation topics? #eduweb

image idfive: @eduwebconf I felt that it was important because building web sites now is more about collaborating than consulting #eduweb

image idfive: @eduwebconf Our higher-ed clients usually have great web teams and are hiring us for an outside perspective, not to do everything. #eduweb

image idfive: @eduwebconf I wanted to bring people together to talk about both sides of the agency/institution relationship. #eduweb

image  eduwebconf: @idfive but don’t HE institutions build more than websites? how else is this applicable, from marcom 2 IT to admissions? #eduweb

image  eduwebconf: @idfive what do u notice in HE teams that can be improved upon? #eduweb

image idfive: @eduwebconf Absolutely! The web is part of the comm. mix, not the end-all. Collaboration is important for all aspects of HE com. #eduweb

image  eduwebconf: @idfive can u share some of your projects with HE that would illustrate the ‘best and worst”? #eduweb

image idfive: @eduwebconf In order to be effective, they need to see the big picture. Silos kill good communication. #eduweb

image  eduwebconf: @idfive you’ve gotten some proposals already 4 your guest track; what topics/ideas can u ask 4 new prez proposals? #eduweb

image idfive: @eduwebconf I’ll start w/the best. We recently finished 2 projects w/large schools—one state and one private ivy—... #eduweb

image idfive: @eduwebconf in both cases, the HE institutions had large internal web teams but needed direction with design, IA, positioning, etc. #eduweb

image idfive: @eduwebconf We conducted research w/audiences, built a strategy, created IA and design, and handed it off to the school. #eduweb

image idfive: @eduwebconf Throughout the project we worked closely to build consensus and create communications together. #eduweb

image idfive: @eduwebconf That’s what I’m talking about: understanding each other’s perspective so that you can effectively share stregnths. #eduweb

image  eduwebconf: @idfive was each project a “best of world” collaboration between HE & agency? #eduweb

image  eduwebconf: @idfive u sound like the core missioni of the #eduweb conference; 2 bring “both sides of the fence”, as I call it, 2 understand ... #eduweb

image idfive: @eduwebconf I’d like to see are “debriefs” of projects where schools talk about what works/doesn’t and agencies do the same. #eduweb

image  eduwebconf: @idfive ... the other’s perspective and bring that back 2 campus 2 highlight each side’s strengths n share n the collaboration #eduweb

image idfive: @eduwebconf Yes, both were great experiences where each side leveraged their stregnths and supported each other. #eduweb

image idfive: @eduwebconf Yes! That’s exactly what I’d like to do…bridge that “fence” with mutual understanding. #eduweb

image idfive: @eduwebconf I"d also like to see proposals on the nuts-and-bolts of collaborating, finding agencies, and “best/worst” experiences. #eduweb

image  eduwebconf: @idfive GREAT idea! to have people present in u track about debriefing, maybe a panel talk from 2-3 schools? #eduweb

image idfive: @eduwebconf Finally, I would love to have people who could talk about both sides of the RFP process. #eduweb

image idfive: @eduwebconf I also think a “worst practices” panel/talk could be hilarious and very informative…if anyone’s brave enough! #eduweb

image  eduwebconf: @idfive Okay, so anyone who is following us today n you’re interested in presenting in Sean’s track, “nuts/bolts of collaboration”...#eduweb

image idfive: @eduwebconf Yes, a panel of 3 people from schools would be wonderful. The unvarnished truth/dirty laundry/war stories would rock! #eduweb

image  eduwebconf: @idfive send in your ideas (as many as u want) as to what has/hasn’t worked at your institution; http://bit.ly/cnG4ay (expand) #eduweb

image  eduwebconf: @idfive again, as Sean just mentioned, if you’d like to talk about the RFP process, send in your ideas #eduweb

image idfive:@eduwebconf I believe people often feel alone/dumb not realizing that everyone experiences the same thing. Talking helps! #eduweb

image  eduwebconf: @idfive Sean, are there types/sizes of institutions that can benefit from this track topic? #eduweb

image  eduwebconf: @idfive ... and how long have you and idfive been doing this type of work? #eduweb

image  eduwebconf: @idfive so true on “feeling alone/dumb”; unless u know what your peers r doing, u might not know where to turn. #eduweb

image idfive: @eduwebconf I’ve been doing HE mktg. & web since 1997. Abt 35 institutions so far. idfive has been in biz since 2006. I feel old! #eduweb

image  eduwebconf: @idfive at my previous HE position, I created a consortium of ‘webmasters’ within a 2 hr drive, about 7-8 schools ... #eduweb

image idfive: @eduwebconf Exactly! All we usually hear about is the “sanitized” version of successes. We never hear about all the bumps. #eduweb. 

image  eduwebconf: @idfive ...n we met every month, except Dec., July, Aug., at each other’s institution 4 a long lunch (that host pd the tab) ...#eduweb

image idfive: @eduwebconf And I know for a fact that there are lots and lots of bumps! #eduweb

image  eduwebconf: @idfive ...n discussed issues that we deal with every day; talked about how to program something, fix something, but it was .. .#eduweb

image  eduwebconf: @idfive ... important 2 converse with ur peers, at different size institutions; gave us a break out of the office n it was wonderful #eduweb

image  eduwebconf: @idfive I think we did it for like 3-4 yrs; any of u listening, do the same thing where u are #eduweb

image idfive: @eduwebconf Good idea. Peer support is vital. And the best way to learn is from others doing the same thing. New perspectives help. #eduweb

image  eduwebconf: @idfive not only bumps, but as we all know, HE moves slowly, so it’s helpful 2 bounce off good/bad with others n similar roles #eduweb

image idfive: @eduwebconf I think sometimes people worry about competition/egos/etc. but everyone wins when we get together and share. #eduweb

image  eduwebconf: @idfive Sean, what else would u like to share on ur first twitterview? You n I have known each other 4 like 10 yrs and ... #eduweb

image eduwebconf: @idfive ...u were our 1st keynote speaker in Baltimore, 2006, so I"m glad ur part of this new track #eduweb

image idfive: @eduwebconf Yes! Definitely! #eduweb

image idfive: @eduwebconf In general, if you look at the history of the ‘Net, being open is always better for everyone then being closed. #eduweb

image idfive: @eduwebconf Thank you. I’ve really enjoyed my association with the conf. for ..gosh, how long now? A while, that’s for sure. #eduweb

image  eduwebconf: @idfive well, as I used to say at my last position in HE, my “client” is the institution, not my boss; because if I n team make ...#eduweb

image  eduwebconf: @idfive…the institution SHINE, then my boss will look good as well @eduweb

image idfive: @eduwebconf It’s really been a great conference and has only gotten better over the years. #eduweb

image  eduwebconf: @idfive thank you for the compliment; the conf. tries to keep it relevant 2 what the everyday HE web/marcom person needs 2 learn #eduweb

image idfive: @eduwebconf And I guess our ultimate “clients” are those we’re communicating with. #eduweb

image idfive: @eduwebconf It’s been relevant. The challenge now if for us to move beyond the tech and really understand the big pic. #eduweb

image  eduwebconf: @idfive TOUCHE! yes, they are the ultimate clients ... very good point! What is ur top 5 clients? It would b 1)prosp students… #eduweb

image  eduwebconf: @idfive ... 2)current students? 3) faculty/admin? 4) donors? 5) parents? #eduweb

image idfive: @eduwebconf 1)prospects; 2)influencers; 3)internal constituents; 4)media; 5)peer institutions. internal = students/faculty/staff #eduweb

image idfive: @eduwebconf I’d also add guidance counselors, donors, the local community, and alumni. #eduweb

image idfive: @eduwebconf The biggest challenge is to get everyone to agree on the priority of the audiences. Can’t be all things to everyone! #eduweb

image  eduwebconf: @idfive wow! great list of 5; who do u identify as “influencers” n why peer institutions? #eduweb

image idfive: @eduwebconf The other important point is that “brand” happens whenever the institution touches ANY audience. #eduweb

image  eduwebconf: @idfive just like adding everything 2 the home page; can’t be done #eduweb

image idfive: @eduwebconf influencers=parents, teachers, counselors, HS peers, media..anyone who influences the prospect’s decision #eduweb

image  eduwebconf: @idfive also, for those listening in, we’ll be going to 2pm et today #eduweb

image  eduwebconf: @idfive Sean, I know this could b a whole other twitterview, but why do HE get “brand” confused so much? #eduweb

image idfive: @eduwebconf Why peer institutions? These days, no school can operate independently. There’s always a network that you’re a part of. #eduweb

image idfive: @eduwebconf Wow. Yes. The whole “brand” discussion could take up the next 50 twitterviews! smile #eduweb

image idfive: @eduwebconf it’s a misunderstanding that “brand” isn’t representational…it’s experience. It’s not a symbol. It’s an emotion. #eduweb

image idfive: @eduwebconf “Brand” = experience that happens when an institution comes into contact with a human. #eduweb

image  eduwebconf: @idfive totally agree with you; when I was in HE, in the beginning, I misunderstood it, but then it hit me n it was critical 2 my ...#eduweb

image idfive: @eduwebconf We get hung up on the visual symbols (logs, etc.) but don’t pay as much attention to crappy UI or bad phone protocol. #eduweb

image  eduwebconf: @idfive ...thinking n how I collaborated with depts. on campus, their websites, etc. So many people don’t know what they’re brand is #eduweb

image idfive: @eduwebconf The fact is that ALL of that—visual design, human interaction, UI, IA, the sights/smells/sounds of campus… #eduweb

image  eduwebconf: @idfive ...let alone, what admin. thinks it is vs. the outside world #eduweb

image idfive: @eduwebconf ...all of that stuff makes up the “brand.” “Brand” happens whether you want it to or not. #eduweb

image  eduwebconf: @idfive someone the other day asked me “what is marketing?” n I said it was “the experience” ... from McD’s to dry cleaner ... #eduweb

image idfive: @eduwebconf Good point! “Brand” doesn’t just happen to outsiders. If more attention to insiders, retention would probably improve. #eduweb

image  eduwebconf: @idfive…the experience u have with an HE institution, a restaurant, any biz, represents that biz’s brand/experience/marketing #eduweb

image idfive: @eduwebconf To circle back, that’s why outside perspective is so important. It’s easy to get myopic from the inside. #eduweb

image  eduwebconf: @idfive n not to get onto a sore subject with HE, but - 2 me - they are a biz #eduweb

image idfive: @eduwebconf Thanks for expanding the scope! Yes, experience happens everywhere. #eduweb

image  eduwebconf: @idfive yes, I agree; had that conversation with a colleague this morning who was in HE n now on outside #eduweb

image idfive: @eduwebconf ...I often think what’s most damaging to “brand” is when marketing/comm. doesn’t match on-the-ground experience. #eduweb

image  eduwebconf: @idfive does HE want to learn? do they want to see what the outside perspective is? do they understand that importance? #eduweb

image idfive: @eduwebconf Yes: they do. They might not want to hear it and it might slaughter some sacred cows, but it always helps. #eduweb

image  eduwebconf: @idfive well, Sean, we’re coming 2 n end in our time n it was a great twitterview, I do believe! Thank u so much 4 taking the time #eduweb

image  eduwebconf: @idfive if anyone wants to present, please do submit your ideas; the conf. welcomes all your insights n Sean will b reviewing them #eduweb

image idfive: @eduwebconf Yes, I really am looking forward to seeing your ideas! #eduweb

image  eduwebconf: @idfive okay, we’re closing on this twitterview; next one is March 10th with Kyle Trudell, Moderator of the Design/Development Track #eduweb

image idfive: @eduwebconf Thank YOU! I had fun! If anyone wants to follow my personal feed, I’m at @sugarcartoon . No jokes about handle pls. #eduweb

image idfive: @eduwebconf ‘Bye everyone! See you at the conference! #eduweb