5 Social Tools In Practice at Harvard [SXSW11]

1. 5 Social Tools in Practice @Harvard Chris Traganos @ctraganos

2. 5 Social Tools in Practice •WordPress Feeds •Facebook Open Graph •Chartbeat •QR Codes •SocialFlow

3. Harvard University is actively engaging its online community through several digital outposts

4. 1 WordPress Feeds Distributing news across the university via syndication Photo: Stephanie Mitchell, Harvard Staff Photographer

8. RSS

9. RSS

10. RSS

11. Wordpress @Harvard • Harvard Gazette is powered by WordPress • The Gazette theme is using straight php functions and minimal amount of plugins. The site lives straight on the WP core and auto-updates versions without breaking. • Content from site powers the Harvard Mobile app and news feeds on websites showcasing Gazette content on their site for speciﬁc tags and categories

12. Wordpress @Harvard • WordPress provides the ability to customize feeds from content produced around the university • Custom feeds enable online communities to get content-speciﬁc news for their audience • Technology has been around forever, fresh content is driving online engagement

13. Content Categories @Harvard Campus & Community National & World Affairs Awards Business Commencement Economics Faculty Education Harvard Traditions Government & Politics In the Community International News by School Law Obituaries National On Campus Public Service Staff & Administration Religion Arts & Culture Athletics Art & Photography All Teams Harvard Bound Awards History, Language & Culture Games/Events Literature & Poetry Music Multimedia PhotoJournal HarvardScience Culture & Society Today Engineering & Technology Harvard News Environments & Sustainability In the Media Health & Medicine News + Life Sciences

17. Content shared using Wordpress Feeds

18. Custom News Feed: http://news.harvard.edu/gazette/tag/hasty-pudding/feed/

19. News feed are based on topical sections of the content.

20. Blog Aggregators: http://news.harvard.edu/gazette/feed/

21. m.harvard.edu

22. m.harvard.edu

23. m.harvard.edu

24. 2 Facebook’s Open Graph

25. Everyone loves points.

26. Facebook Open Graph @Harvard •Provides Facebook with context and resources for sharing your likes across the web •Authentic sharing tool - vetted likes make for great referrals IMG: http://bit.ly/dT2how

27. Open Graph brings the Gazette into the Facebook ecosystem og:title og:type og:image og:url og:description og:site_name These are <meta tags/>

28. Likes & Recommendations

29. test & debug

30. Facebook Open Graph URL Linter http://developers.facebook.com/tools/lint

33. chartbeat Actively monitoring trafﬁc and user behavior on our sites in real time.

34. Why chartbeat & Google Analytics?

35. Google Analytics is the tool we use to track and analyze regular events. Chartbeat is the tool for monitoring those unpredictable events.

36. Watching the live conversation and interaction with our site as an events occurs.

40. 4 QR Codes @Harvard

41. Mobile devices are connecting the print medium with the digital world

42. QR Codes & Mobile Devices Important to note that QR codes are best used in conjunction with mobile friendly sites. Having a QR code access a fast-loading site enhances the user’s experience with the print and web.

43. QR Codes @Harvard •Print publications are incorporating QR Codes •The QRs are kept condensed thanks to the Gazette URL shortener http://hvd.gs •Great tool for providing bonus content online

44. QR Codes @Harvard •Print publications are incorporating QR Codes •The QRs are kept condensed thanks to the Gazette URL shortener http://hvd.gs •Great tool for providing bonus content online

45. Harvard News: Measurable, accelerating results • Percentage of online local readers dropped from 45% to Harvard Gazette Trafﬁc 30% Thousands of Visits / Month 500 • Huge growth in mobile users: 409 from 650 to 16,535: 375 333 2444% growth 250 • List of referring sites is rapidly 162 160 growing and is 62% of our trafﬁc 125 0 Oct’09 Feb-10 Oct’10 Feb’11

47. SocialFlow @Harvard •Actively scans the real- •Feeds are weighted and time web and speciﬁcally given expirations our followers •Tweets the most relevant •Tweets from a queue of item at a speciﬁc moment the collection of our feeds in time •Pulls in fresh content from •Algorithm is actively across the schools and preparing and ranking departments. each item in the feeds

49. All your RSS feeds provide content for SocialFlow.

50. The “Content Queue” tweets the most relevant item at the optimal moment.

51. Using the reporting tools to improve engagement.

52. Steady rise in Twitter followers @Harvard Followers 40000 30000 20000 10000 0 Jul-10 Aug-10 Sept-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11

53. Increased Exposure (Tweets * Followers) (Tweets * Followers) 15000000 11250000 7500000 3750000 0 Jul-10 Aug-10 Sept-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11

54. Results from using these tools •Increased online •Retweets and extending engagement from of the message through followers and new visitors fans of the Harvard brand alike •Steady growth in friends & followers across Harvard’s digital outposts

55. Thank you! Chris Traganos christopher_traganos@harvard.edu @ctraganos Special thanks to: Max Daniels HPAC Photo desk Jason Figueiredo Harvard Gazette team Jason Benjamin Lin Chen ABCD WWW Jennifer Hodge MIT Webpub Ben Sharbaugh Michael Chin Perry Hewitt Sean Brown Cole Latimer Donna Tremonte Rachel O’h-uigunn Gervis Menzies

56. Please help us make this presentation better! http://spkr8.com/t/6858 (feedback, critiques, and input are welcome)

5 Social Tools In Practice at Harvard [SXSW11]

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