Measuring the reach of your social media efforts is a good first step--but it’s not enough. Chris will describe the social tools that aggregate, syndicate, and amplify Harvard’s message to the world, including integration with Facebook’s open graph and real-time Twitter collaboration via Social Flow.
Chris Traganos is the Web Developer responsible for Harvard University's main website and WordPress-powered Harvard Gazette news site.
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
14. 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
15. 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
16. 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
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/>
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
48.
49. All your RSS feeds
provide content for SocialFlow.
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)