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Harvard, Digital &
 the Social Web



                             Perry Hewitt
                perry_hewitt@harvard.edu
What’s digital communications?

  Based in Central Administration, as part of a new integrated
   emphasis on digital and...
What are some of the questions informing the
evolving digital communications approach?

  Who are the audiences we need t...
So, what’s the strategy?




                           4
What about
the social web

"I'd just finished curating
my brand, so now I have to
spend hours repositioning
my presence!"
...
We all know the social web is big

                   More than 300M active users; 90M US
                   50% of active...
And it’s easy to lose perspective

                                                                 plain old email




  ...
Just because we can,
doesn’t mean we should.

This applies to:

websites
social accounts
pixel measurement (10:90)

And le...
Questions to consider

  Where are your potential audiences online? What are your
   objectives in reaching them?

  Eng...
Engagement: Killer app revealed




Photo credits: Travis Isaacs   10
Engagement: Trading control for influence




                      11
Engagement: Trading individuality for reach



  17/46 <500 followers
  27/46 <1000followers
  19/46 >1000 followers
  ***...
Why is reach important?




                           We’re also not page 1 for:
                             Public pol...
Madison Avenue’s pain is
relevant to our communications
strategy



                                    The Year the
     ...
Parting thoughts
  Messages
   − Are you partnered with your PIO?

  Audiences
   − Where are they?
   − How are you eng...
Thank you

Find me: @perryhewitt




                 16
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Harvard, Digital & the Social Web

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From the panel discussion "Where, Why, and How Harvard University Uses Social Media". Delivered by Perry Hewitt, Director of Digital Communications & Communication Services, on November 18th, 2009 in Lamont Library, Forum Room.

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Transcript of "Harvard, Digital & the Social Web"

  1. 1. Harvard, Digital & the Social Web Perry Hewitt perry_hewitt@harvard.edu
  2. 2. What’s digital communications?   Based in Central Administration, as part of a new integrated emphasis on digital and social communications and outreach housed within Harvard Public Affairs & Communications   Responsible for core web destinations (harvard.edu, Gazette, president.harvard.edu, commencement.harvard.edu) and development of outposts   Goals include: − Advance university-wide digital and social initiatives − Provide guidelines, and act as a clearinghouse for best practices and actionable research (subscribe to PFE, not NIH) 2
  3. 3. What are some of the questions informing the evolving digital communications approach?   Who are the audiences we need to reach and how should we think about them?   What is the strategy we’ll pursue to get there?   What are the core properties we can leverage?   What are the vital partnerships for doing this — and how does this re-shape how Harvard has traditionally thought about partnering?   How are social technologies changing traditional digital communications? 3
  4. 4. So, what’s the strategy? 4
  5. 5. What about the social web "I'd just finished curating my brand, so now I have to spend hours repositioning my presence!" 5
  6. 6. We all know the social web is big More than 300M active users; 90M US 50% of active users log on to Facebook in any given day The fastest growing demographic 35+ Estimated 20M active users; 5B tweets to date Demographic shifting down in age Over 1 billion views a day, or 11,574 views a second Not to mention: etc. 6
  7. 7. And it’s easy to lose perspective plain old email 11.16.09 New Study Reveals Surprises in How People Share Photo credits: Daniel Kronauer, Jim Linwood, The Lizard 7Queen
  8. 8. Just because we can, doesn’t mean we should. This applies to: websites social accounts pixel measurement (10:90) And let’s clear this up – these tools aren’t free 8
  9. 9. Questions to consider   Where are your potential audiences online? What are your objectives in reaching them?   Engaging in the social web means a significant commitment to contributing content. Are you able and prepared to devote the time?   Given the time required, are there existing social channels within the University you can use to reach these audiences?   Who is tasked with maintaining these conversations, and keeping on top of new conventions? Are there natural adopters you can enlist?   How will your office deal with controversy? Fake accounts? 9
  10. 10. Engagement: Killer app revealed Photo credits: Travis Isaacs 10
  11. 11. Engagement: Trading control for influence 11
  12. 12. Engagement: Trading individuality for reach 17/46 <500 followers 27/46 <1000followers 19/46 >1000 followers *************************** 7/46 listed >100 times Where are we the People’s Front of Judea vs. the Judean People’s Front? 12
  13. 13. Why is reach important? We’re also not page 1 for:   Public policy   High energy physics   Clean energy studies   English literature   Architecture and design   Privacy rights 13
  14. 14. Madison Avenue’s pain is relevant to our communications strategy The Year the Media Died Tech is taking us for a ride… Algorithms got me cross-eyed 14
  15. 15. Parting thoughts   Messages − Are you partnered with your PIO?   Audiences − Where are they? − How are you engaging them?   Reach − Are you too atomized for impact?   Measurement − How much time does it cost? − Are you reaching target audiences? 15
  16. 16. Thank you Find me: @perryhewitt 16
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