5 Social Tools In Practice at Harvard [SXSW11]

5 Social Tools in Practice @Harvard Chris Traganos @ctraganos

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

Harvard University is actively engagingits online community through several digital outposts

1WordPress FeedsDistributing news across the university via syndicationPhoto: Stephanie Mitchell, Harvard Staff Photographer

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

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

Content Categories @HarvardCampus & 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 ReligionArts & Culture Athletics Art & Photography All Teams Harvard Bound Awards History, Language & Culture Games/Events Literature & Poetry Music Multimedia PhotoJournalHarvardScience Culture & Society Today Engineering & Technology Harvard News Environments & Sustainability In the Media Health & Medicine News + Life Sciences

Content shared using Wordpress Feeds

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

News feed arebased on topical sections of the content.

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

m.harvard.edu

2 Facebook’s Open Graph

Everyone loves points.

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

Open Graph brings the Gazette into the Facebook ecosystemog:titleog:typeog:imageog:urlog:descriptionog:site_nameThese are <meta tags/>

Likes & Recommendations

test & debug

Facebook Open GraphURL Linterhttp://developers.facebook.com/tools/lint

chartbeatActively monitoring trafﬁc anduser behavior on our sitesin real time.

Why chartbeat & Google Analytics?

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

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

4QR Codes@Harvard

Mobile devices areconnecting the print medium with the digital world

QR Codes & Mobile DevicesImportant to note that QR codes are best used inconjunction with mobile friendly sites. Having a QRcode access a fast-loading site enhances theuser’s experience with the print and web.

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

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

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

All your RSS feedsprovide content for SocialFlow.

The “Content Queue”tweets the most relevant itemat the optimal moment.

Using the reporting tools to improve engagement.

Steady rise in Twitter followers @Harvard Followers40000300002000010000 0 Jul-10 Aug-10 Sept-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11

Increased Exposure (Tweets * Followers) (Tweets * Followers)150000001125000075000003750000 0 Jul-10 Aug-10 Sept-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11

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

Thank you! Chris Traganos christopher_traganos@harvard.edu @ctraganosSpecial thanks to:Max Daniels HPAC Photo deskJason Figueiredo Harvard Gazette teamJason BenjaminLin Chen ABCD WWWJennifer Hodge MIT WebpubBen Sharbaugh Michael ChinPerry Hewitt Sean BrownCole LatimerDonna TremonteRachel O’h-uigunnGervis Menzies

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

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5 Social Tools In Practice at Harvard [SXSW11]

by Harvard Web Working Group on Mar 13, 2011

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