Digital Roundup LiveSeptember 21, 2012                                        Max Green                       Director, In...
Overview•   HMS mission•   Web strategy•   A few issues we’re    dealing with       OFFICE OF       Communications & Exter...
Communicating the HMS Mission•   The mission of Harvard Medical School is to    create and nurture a diverse community of ...
Aspects of HMS’s mission•   World leader in biomedical & scientific research•   Excellence in medical education•   Diverse...
Harvard Medicine’s “personality”Harvard Medicine is...                   Harvard Medicine is not...•Game          changer ...
Translating the mission into actionable,communication objectives  •   Two ways OCER serves HMS mission      º   Steward it...
Web strategy•   Build HMS’s reputation via multiple channels•   Establish a unified brand identity•   Develop our Web infr...
Web strategy #1: Define & fosterHMS’s reputation via multiple channels   OFFICE OF   Communications & External Relations   8
Phase 1 of Web site redesign launchedMarch 2012                                         •   Home page, "About HMS,"       ...
Since then we’ve been developingour Web channels •   Web site                              202,535 visits/month •   Mobile...
Web team launched “Paper Chase,”which searches PubMed                                        A section of the             ...
What can it do?Allows visitorsto search bykeyword orMeSH topic, atechnicalcategorysystem usedby PubMedand manymedicaljourn...
Specialized Filtering                                         Visitors can                                         use the...
Mid-summer: launched HMNe-newsletter                                        •   Harvard Medicine News                     ...
(An important tidbit: HMS seniorleadership are big on serif fonts!)   OFFICE OF   Communications & External Relations   15
Challenges •   Designed and built     in-house •   Need to support all     major email clients,     browsers on both Mac  ...
The future                                         •   Automatically                                             generated...
Other Web channels:From 700 to 30,000 fans!        OFFICE OF        Communications & External Relations   18
We’ve had a few experiences with“stewarding HMS’s public discourse”                                           •   Gabriell...
We are exploring social media monitoringprocess, based on Air Force assessment tool    OFFICE OF    Communications & Exter...
One HMS channel that needs a littleattention:   OFFICE OF   Communications & External Relations   21
Web strategy #2: Establish aunified brand identity for HMS•   Redesigned HMS Web site creates unified brand•   However, it...
Phase 2 of Web redesign projectto address research dept. sites•   Extend current HMS Web site’s look & feel to basic    re...
Web strategy #3: Develop our    infrastructure•   Drupal needs upgrade (6->7) to future-proof CMS    º   Google Search App...
Infrastructure development: E-newsletteruses Drupal API to pull content from CMS      OFFICE OF      Communications & Exte...
Web strategy # 4: Use analyticsto optimize content  OFFICE OF  Communications & External Relations   26
A few issues we’re dealing with•   Brand fragmentation & decentralization•   Establishing priorities within budget constra...
#1 Brand fragmentation: Phase 2 toaddress “letting 1,000 flowers bloom”      OFFICE OF      Communications & External Rela...
Trying to sensitive research depts. tountapped potential of their Web sites  •   HMS brand doesn’t solely refer to visual ...
By and large, Research Directors seemmostly receptive to switching over•   Incentives we’re pointing out    º   HMS templa...
#2 Establishing priorities: How doachieve goals, given budget constraints?      OFFICE OF      Communications & External R...
#3 Data-driven decision-making •   Instant results from Web publishing can be a     blessing and a curse •   Still, it see...
#4 Stakeholder approval: Anongoing challenge for us•   The Project: Develop a video to accompany    Dean Flier’s “Welcome ...
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Digital roundup september 2012 - Max Green (HMS)

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Max Green, Director of Interactive at HMS, discusses his team's digital strategy and new website.

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  • talk about new students... fresh lab jackets ***
  • -faculty -researchers -staff include affiliates.. not include them... --- - ”audience – “how important is “international”... “Oh very important” --- -Value weighting / prioritization not always clear --- -primary care -physician assistant – 2 yrs ... makes as much as female primary care ****
  • Figuring out relationship with HMS IT
  • (e.g. HR forms, Travel & Reimbursement forms, IT network outages & client support, etc.) for audiences and Quad-based collaboration
  • -facebook... upload photo of dogs... versus – disease... --- (We ’re all probably familiar with the sometimes whimsical tastes of Web visitors)
  • The Project Develop a video to accompany the HMS Dean’s “welcome to the new year” letter, which goes to all faculty, staff and students (~20,000 people) Highlight some of the dean’s key initiatives The Potential Last year’s dean’s video has received more than 50,000 hits on YouTube Fodder for various sections of the HMS website Useful as a recruitment tool Useful as a development tool Proposal Produce an engaging piece, using the “Sideways” editing style, which involves split frames combined with movement of clips around the screen Select dynamic speakers who can cover the required content points in their own voice Limit content points to keep the final video ~3 minutes Challenges Initial approval of concept delayed, even though deadline is fixed Finally receive the green light, but later learn that we need to reconsider a fundamental element of the concept (i.e., having spokespeople rather than an omniscient narrator) Approval of content points delayed Later learn that we must include substantive descriptions of 9 new initiatives Script must be approved by the stakeholder for each initiative (SOP for our department’s projects). Several stakeholders introduce edits that bog down the narrative. Deadline for final product moved up Discussion of Potential Solutions / Reframing the Conversation How can we encourage stakeholders to embrace innovative storytelling? What’s the best way to make the case for fewer content points and shorter videos? Do you have strategies for managing stakeholder involvement to keep complex projects moving?
  • Digital roundup september 2012 - Max Green (HMS)

    1. 1. Digital Roundup LiveSeptember 21, 2012 Max Green Director, Interactive Media Harvard Medical School
    2. 2. Overview• HMS mission• Web strategy• A few issues we’re dealing with OFFICE OF Communications & External Relations 2
    3. 3. Communicating the HMS Mission• The mission of Harvard Medical School is to create and nurture a diverse community of the best people committed to leadership in alleviating human suffering by disease. OFFICE OF Communications & External Relations 3
    4. 4. Aspects of HMS’s mission• World leader in biomedical & scientific research• Excellence in medical education• Diverse community & inclusive culture• Affiliate relationships º 17 hospitals & research institutes º Mass General, the Brigham, BI, Children’s Hospital, etc. OFFICE OF Communications & External Relations 4
    5. 5. Harvard Medicine’s “personality”Harvard Medicine is... Harvard Medicine is not...•Game changer •Reactive•Innovative •Stodgy•Epicenter •Insular•Nimble •Slow moving•About serving patients •Justan educational or research institution OFFICE OF Communications & External Relations 5
    6. 6. Translating the mission into actionable,communication objectives • Two ways OCER serves HMS mission º Steward its public discourse º Defining & fostering the school’s identity • Education vs. biomedical research vs. service º Emphasis on biomedical research often a priority, even if not reflected in Web traffic • Audience º Internal vs. external º Includes researchers, students, prospective students, alumni, donors & supporters, faculty, staff, news media, clinicians, community members, consumers º Varies by project OFFICE OF Communications & External Relations 6
    7. 7. Web strategy• Build HMS’s reputation via multiple channels• Establish a unified brand identity• Develop our Web infrastructure• Use analytics to optimize content OFFICE OF Communications & External Relations 7
    8. 8. Web strategy #1: Define & fosterHMS’s reputation via multiple channels OFFICE OF Communications & External Relations 8
    9. 9. Phase 1 of Web site redesign launchedMarch 2012 • Home page, "About HMS," News, etc. • Drupal 6 content management system • Other features: Events, blog, and people search • Successful launch • High-caliber Web site completed "on a shoestring” OFFICE OF Communications & External Relations 9
    10. 10. Since then we’ve been developingour Web channels • Web site 202,535 visits/month • Mobile visits 11.5% of Web visits • Facebook 42,643 fans • Twitter 21,178 followers • YouTube 4,974 subscribers • Weekly e-letter 26,424 subscribers OFFICE OF Communications & External Relations 10
    11. 11. Web team launched “Paper Chase,”which searches PubMed A section of the HMS Website that collects publications listed in PubMed for HMS, HSDM, and our sixteen affiliates. Launch Date: Sep 20 OFFICE OF Communications & External Relations 11
    12. 12. What can it do?Allows visitorsto search bykeyword orMeSH topic, atechnicalcategorysystem usedby PubMedand manymedicaljournals. OFFICE OF Communications & External Relations 12
    13. 13. Specialized Filtering Visitors can use the links in the right sidebar to filter the list of results by the recognized top ten journals and by HMS, HSDM, and sixteen affiliates OFFICE OF Communications & External Relations 13
    14. 14. Mid-summer: launched HMNe-newsletter • Harvard Medicine News was created as the new vision of the HMS print newsletter, Focus. • A more timely publication. News now delivered weekly, not monthly as before. • A more digestible design than the Focus eNewsletter and widely viewed vehicle for our social media channels. • Inaugural Issue Jun 25 OFFICE OF Communications & External Relations 14
    15. 15. (An important tidbit: HMS seniorleadership are big on serif fonts!) OFFICE OF Communications & External Relations 15
    16. 16. Challenges • Designed and built in-house • Need to support all major email clients, browsers on both Mac and PC • Create a workflow that works for both editorial and interactive teams OFFICE OF Communications & External Relations 16
    17. 17. The future • Automatically generated code • More control given to editorial team in entering articles for layout • Flexible template to accommodate extra content (i.e.: a third second-tier article) OFFICE OF Communications & External Relations 17
    18. 18. Other Web channels:From 700 to 30,000 fans! OFFICE OF Communications & External Relations 18
    19. 19. We’ve had a few experiences with“stewarding HMS’s public discourse” • Gabrielle - 14 year old freshman • On August 30th, "Make a Wish" fulfilled her dream of “attending Harvard Medical School” • Same day, Bloomberg wrote story about primate center issue OFFICE OF Communications & External Relations 19
    20. 20. We are exploring social media monitoringprocess, based on Air Force assessment tool OFFICE OF Communications & External Relations 20
    21. 21. One HMS channel that needs a littleattention: OFFICE OF Communications & External Relations 21
    22. 22. Web strategy #2: Establish aunified brand identity for HMS• Redesigned HMS Web site creates unified brand• However, it only extends to top-level sections of the site – “Education,” “Research,” “News,” etc.• Research department Web sites have different logo treatments, color palettes, navigation paradigms, etc. OFFICE OF Communications & External Relations 22
    23. 23. Phase 2 of Web redesign projectto address research dept. sites• Extend current HMS Web site’s look & feel to basic research department Web sites º Multi-site Drupal 7 implementation º Custom logo based on HMS branding guidelines º Main navigation customized to department º 3 banner options and 6-8 custom theme variant options º Restricted content areas using e-Commons credentials º Faculty/student list & detail pages with tagging taxonomy º Trumba for external and internal events º Accommodation of existing databases º Google Search Application integration & customization º Blog landing pages º Tag cloud OFFICE OF Communications & External Relations 23
    24. 24. Web strategy #3: Develop our infrastructure• Drupal needs upgrade (6->7) to future-proof CMS º Google Search Appliance upgrade needed to improve relevancy of results º Enhancements to Drupal CMS permissions model & content management º Implement Kaltura for video º Optimize content delivery for mobile• Intranet (“e-Commons”) needs significant upgrade º Content not easily searchable º Not easy to communicate events º Piecemeal workarounds are non-scalable & sometimes non-secure º Content to be displayed publically may not always be appropriate º Causing scope increase in Phase 2 Web project, due to need for restricted content areas OFFICE OF Communications & External Relations 24
    25. 25. Infrastructure development: E-newsletteruses Drupal API to pull content from CMS OFFICE OF Communications & External Relations 25
    26. 26. Web strategy # 4: Use analyticsto optimize content OFFICE OF Communications & External Relations 26
    27. 27. A few issues we’re dealing with• Brand fragmentation & decentralization• Establishing priorities within budget constraints• Making data driven decisions• Best practices for stakeholder approval OFFICE OF Communications & External Relations 27
    28. 28. #1 Brand fragmentation: Phase 2 toaddress “letting 1,000 flowers bloom” OFFICE OF Communications & External Relations 28
    29. 29. Trying to sensitive research depts. tountapped potential of their Web sites • HMS brand doesn’t solely refer to visual aspect of website, but rather a user’s total experience • All components – messaging, navigation menu titles, imagery & visual design – must combine to form a solution that answers users’ needs • If users don’t feel a site is meeting their needs, they begin to form negative impressions about the site and, potentially, the institution the site represents • Web sites should reflect HMS’ commitment to excellence OFFICE OF Communications & External Relations 29
    30. 30. By and large, Research Directors seemmostly receptive to switching over• Incentives we’re pointing out º HMS templates with department-specific logo, main nav & default search º State-of-the-art CMS allows for easy updating º Advanced functionality for calendaring, faculty & student listing, content blocks, etc. º Optimized for mobile, multimedia, social media, search º OCER to perform the content migration OFFICE OF Communications & External Relations 30
    31. 31. #2 Establishing priorities: How doachieve goals, given budget constraints? OFFICE OF Communications & External Relations 31
    32. 32. #3 Data-driven decision-making • Instant results from Web publishing can be a blessing and a curse • Still, it seems essential to connect to an audience º Content is expensive º Always important to show ROI • In a politicized, decentralized environment, to what extent are you able to effectively use Web analytics to guide decision-making? OFFICE OF Communications & External Relations 32
    33. 33. #4 Stakeholder approval: Anongoing challenge for us• The Project: Develop a video to accompany Dean Flier’s “Welcome to the New Year” email to the community.• The Proposal: Produce an engaging piece using the “Sideways” editing style.• The Challenge: We operate in a complex academic environment.• Reframing the Conversation: • How can we encourage stakeholders to embrace innovative storytelling? • What’s the best way to make the case for fewer content points and shorter videos? • Do you have strategies for managing stakeholder involvement to keep complex projects moving? OFFICE OF Communications & External Relations 33

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