5 Social Tools In Practice at Harvard [SXSW11]

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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.

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5 Social Tools In Practice at Harvard [SXSW11]

  1. 5 Social Tools in Practice @Harvard Chris Traganos @ctraganos
  2. 5 Social Tools in Practice•WordPress Feeds•Facebook Open Graph•Chartbeat•QR Codes•SocialFlow
  3. Harvard University is actively engagingits online community through several digital outposts
  4. 1WordPress FeedsDistributing news across the university via syndicationPhoto: Stephanie Mitchell, Harvard Staff Photographer
  5. RSS
  6. RSS
  7. RSS
  8. 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
  9. 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
  10. 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
  11. 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
  12. 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
  13. 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
  14. Content shared using Wordpress Feeds
  15. Custom News Feed:http://news.harvard.edu/gazette/tag/hasty-pudding/feed/
  16. News feed arebased on topical sections of the content.
  17. Blog Aggregators:http://news.harvard.edu/gazette/feed/
  18. m.harvard.edu
  19. m.harvard.edu
  20. m.harvard.edu
  21. 2 Facebook’s Open Graph
  22. Everyone loves points.
  23. 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
  24. Open Graph brings the Gazette into the Facebook ecosystemog:titleog:typeog:imageog:urlog:descriptionog:site_nameThese are <meta tags/>
  25. Likes & Recommendations
  26. test & debug
  27. Facebook Open GraphURL Linterhttp://developers.facebook.com/tools/lint
  28. 3
  29. chartbeatActively monitoring traffic anduser behavior on our sitesin real time.
  30. Why chartbeat & Google Analytics?
  31. Google Analytics is the tool we use to track and analyze regular events. Chartbeat is the tool for monitoring thoseunpredictable events.
  32. Watching the live conversation and interaction with our site as an events occurs.
  33. Watching the live conversation and interaction with our site as an events occurs.
  34. Watching the live conversation and interaction with our site as an events occurs.
  35. Watching the live conversation and interaction with our site as an events occurs.
  36. 4QR Codes@Harvard
  37. Mobile devices areconnecting the print medium with the digital world
  38. 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.
  39. 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
  40. 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
  41. 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
  42. 5
  43. 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
  44. All your RSS feedsprovide content for SocialFlow.
  45. The “Content Queue”tweets the most relevant itemat the optimal moment.
  46. Using the reporting tools to improve engagement.
  47. Steady rise in Twitter followers @Harvard Followers40000300002000010000 0 Jul-10 Aug-10 Sept-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11
  48. Increased Exposure (Tweets * Followers) (Tweets * Followers)150000001125000075000003750000 0 Jul-10 Aug-10 Sept-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11
  49. 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
  50. 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
  51. Please help us make this presentation better!http://spkr8.com/t/6858(feedback, critiques, and input are welcome)

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