1. Recognizable sender
● Choose a familiar
● Person or
2. Replies: a real person
● Build process in advance
● Set expectations for reply time
3. Effective subject line
● Be compelling and relevant:
o ‘HarvardX for Alumni starts today’
o ‘Jack Reardon’
o ‘Enjoy your book, ’04’
● 45 Characters or fewer
● Start with most important
● Complement sender &
● Keep short
● Display varies
● Add a link if
5. Optimize blocked images
● Repeat your call-
● Reinforce your
● Add link if
While the team is reviewing
the message, think about:
❏ Reply address
❏ Subject line
❏ Alt-text & links
Good morning, Jon,
Mike and I wanted to extend our appreciation for your participation in the #HarvardinAutumn campaign. The Arnold Arboretum had some really
great content, and we think our audience really enjoyed it. It was great having you on board, and if there is ever anything our office can do to help
the Arboretum, please feel free to get in touch!
We are wrapping up the campaign this week, and thought you might like to see some of the final products:
Storify recap: http://storify.com/harvard/harvardinautumn (this is what we plan to share moving forward)
Rebelmouse: http://rebelmouse.com/harvardinautumn (the collection of photos as we went through the campaign)
Instagram: http://instagram.com/p/gYDvPXQObD/ (thank you post to the community)
Twitter: https://twitter.com/Harvard/status/398090651692457984 (thank you tweet + link to Storify)
Facebook Page: https://www.facebook.com/photo.php?fbid=10151679768111607&set=a.158722856606.126506.105930651606 (photo + link to Storify)
All the best,
5. Offer shout-outs and gather
• Thank those who got on your band wagon—
you couldn’t have done it without them
• Measure success using metrics, and save to
compare to next time
Participation = More followers, more exposure, more engagement!
5. Collaboration is key
LEARN MORE AT HARVARD.EDU/GUIDELINES
B E C K Y W I C K E L
Smith Campus Center 1037
K A T I E H A M M E R
Smith Campus Center 1037
@GreenHarvard@harvard / @harvardu
Posting video on the web:
Before & After
June 12, 2014
Before you can post a video
Goals Who and what is this video for?
BREATHING ROOM WHENEVER POSSIBLE
Hosting Where will the video live?
Settings Who do you want to see the video and where?
Titling What will the video be called?
Tagging How will the video be found?
Who is this video for?
What does success look like?
• Do we want 50 of our supporters or 500 new people to see our video?
• Are we ok with people seeing the video and moving on? Or do we
want a click? A social share?
• Do we want this video embedded on other sites?
Video publish takes time and fixes are difficult…never rush it.
• Reliant on 3rd party platforms
• Double check and triple check before uploading, then test every player
• Fixes take time
Best practice is to allow 3 days for publication of a video
YouTube: Free, mobile-friendly, embeddable, findable, but less elegant
(you might find your content up next to undesirable content)
● If you have video that would be interesting to a general, public
audience, Harvard’s central YouTube channel might be a fit
Vimeo: More elegant, but free option is limited, not findable
White Label: Incredible flexibility of design and functionality, but
expensive (Kaltura, Brightcove, Ooyala)
Private: Only for a small group, typically password protected
Unlisted: Can be seen by anybody who has the link, usually friendly with
embedding as well
Public: Can be viewed by anybody anywhere
Tagging and descriptions will take place twice, once on the video itself
(YouTube, Vimeo, etc…) and once on your website. Both important.
Balance commonly used search terms with terms that are unique to your
• “Harvard” tag is flooded, but when coupled with “European studies”
could help push your video to the top
• Tools like Google Adwords, Bing Keyword Research are helpful to
identify what keywords to use
Description text should use any keywords that you couldn’t fit in the title
After you post a video
Revisions Fixing a video takes time and hurts your numbers
Tracking How many people are watching your video and where?
Reacting What works? What doesn’t?
Powerpoint vs PDF
• To edit a video, you need the “edit file”. You can’t just fix a video file
without the proper editing software
• Any edit requires a full re-export, which can be very time consuming
• Depending on what video hosting solution you are using, replacing a
video could mean losing all your views and SEO
Views: most basic metric, how many people hit play
Playback location: where did people see my video? Embedded on
other sites? What device did they use?
Engagement: How much of my video did people watch? Did they hit
play and immediately close the window?
• Longer videos have lower engagement, but shooting for 10-15%
view time is a good goal
Where did people watch? If a large percentage of your views came on
another website, consider going back to them next time
Engagement: Is your audience more interested in long-form video or
short-form video? Does video on your homepage get the most
attention? Or videos posted only on YouTube?
● Comments are very closely tied to engagement around videos. We
disable commenting on Harvard’s central channels given
moderation requirements, but if you have resources to dedicate,
they help increase engagement.
Marketing vs Learning: Are people more drawn to shorter, marketing
videos or more substantive videos focused on learning experiences?
Try not to rush Video is tough to fix...measure twice, cut once
Set a goal Who are you trying to reach and how? What do you want
viewers to do?
Titles & Tags If you want a lot people to see your video, make it easy
Learn How and where are people watching your videos? What kind of
videos does your audience want to see?
Connecting the Dots with
or How to get there from here
Amy Lavoie | email@example.com | June 12, 2014
overviewFacing a website migration?
Focus on five areas to effectively port your content
Writing and Editing
●Authors, Subject matter experts
●Business process owners
identify point people
●Who is accountable
●More stakeholders, more clarity
Scope of your content
● Map old to new: Redundancies? gaps?
● Rewriting or just a move
A purpose for each page
● User testing: Usability, focus groups
Plan for your future state
● Start early! Set a timeline, segment
● Group like content together
● Roles & responsibilities
What is your big picture?
● What is your voice and tone?
● Messaging? Style guide?
What are your parameters?
● Requirements of the text?
● Word count?
● Headers and formatting of the page
● Keywords and SEO
College.Harvard.Edu - Before
All of our financial aid is awarded on the basis
of demonstrated financial need—there are no
academic, athletic or merit-based awards, and
we meet the demonstrated need of every
student, including international students, for all
four years. We invite you to explore our web
site for a detailed description of all aspects of
our aid program, including our Harvard
Financial Aid Initiative for low and moderate
College.Harvard.Edu - After
Your financial circumstances have never kept
you from great achievement, and they will not
keep you from Harvard. Applying for financial
aid will not hinder your application, regardless
of your citizenship. We provide the support you
need to get here by working closely with you to
understand your family’s individual
● Collaboration & reviewing
Set a timeline
● Divide up the site, make it manageable
● Work backwards from your launch date.
Photos and media
● Selecting, editing & uploading
Make sure your don’t break anything
● Are you changing any URLs? Redirects
● Check your links!
User acceptance testing
● Do you have volunteers to review your beta site?
● What are your requirements for launch?
What is the post-launch wishlist/backlog?
What is the post-launch wishlist/plan?
● Version 2.0
● Analytics: Review, revise, refine
● User Feedback
Style Guidelines and Best Practices
firstname.lastname@example.org | June 12, 2014