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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.

Published in: Education, Health & Medicine
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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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