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5 ways digital strategy
can drive excellence in
collaborative content

Perry Hewitt
November 12, 2013
a magic and
a magic and
awesome
awesome

5 ways  digital strategy can drive
excellence in collaborative content

Perry He...
Linkedin visualization
 Communicate and amplify
Harvard’s mission of excellence
in teaching, learning, and
research while making the
University ...
a digital strategy in an
environment of a growing

collaborative economy
photo credit: Daniel Oines
photo credit: Marissa McClellan
1.Assemble the right
players and set digitalready expectations
People who love it and are seen to
eat the digital dog food
People who bring varied
perspectives, earned from
experience like …

photo credit: chb1848, Bob Mical
Linkedin network visualization
People who are committed
communicators, not ping pong players

photo credit: Terrie
2.Go COPE, and
aggregate + syndicate =
amplify
3.Embrace the unsexy:
over-invest in your
admin UX
 Design navigation and filtering/sorting options based on
admin workflow/tasks
 Build on existing CMS features where pos...
 Create online help and surface it through the
dashboard
 Provide training to help admin users maximize existing
CMS fea...
4.Be relentless about
measurement
Regular and
anomalous web
behavior
Mobile and tablet
traffic rising

Every page is a home page
Social
Multimedia
https://college.harvard.edu/become-anything
 Opens, clicks, transactions
 Text vs. photo vs. video vs. graphic
 Length vs. engagement
5.Deliver content in
context powered by a
shared editorial
calendar
Content
scheduled
per external
calendar
Content
scheduled
per
emerging
events
1.Assemble the right players and set
digital-ready expectations
2.Go COPE, and
aggregate + syndicate = amplify
3.Embrace t...
Still with me?

photo credit: fieldsbh
One final thought …

Tell the story!
Communicate the
value of a digital
strategy with
specific proof points
http://news.harvard.edu/gazette/story/2013/05/through-the-eyes-of-a-graduate-harvard-commencement-2013/
Thank you.
@perryhewitt
perryhewitt.com
Selected Resources
 Building high-performing digital teams

http://blogs.hbr.org/2013/08/how-to-build-a-highperforming/

 So, you want to w...
5 ways digital strategy can drive excellence in collaborative content
5 ways digital strategy can drive excellence in collaborative content
5 ways digital strategy can drive excellence in collaborative content
5 ways digital strategy can drive excellence in collaborative content
5 ways digital strategy can drive excellence in collaborative content
5 ways digital strategy can drive excellence in collaborative content
5 ways digital strategy can drive excellence in collaborative content
5 ways digital strategy can drive excellence in collaborative content
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5 ways digital strategy can drive excellence in collaborative content

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We're an ownership society moving quickly toward a collaborative economy—and nowhere is that pain more evident than in the creation and curation of online content. Previously sacrosanct lines are being blurred, and organizations must shift to support emerging user needs. Hear how Harvard's CDO and team have crafted a digital strategy to advance content optimized for a newly social, mobile, and video-obsessed world.

Published in: Technology, Education
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5 ways digital strategy can drive excellence in collaborative content

  1. 1. 5 ways digital strategy can drive excellence in collaborative content Perry Hewitt November 12, 2013
  2. 2. a magic and a magic and awesome awesome 5 ways  digital strategy can drive excellence in collaborative content Perry Hewitt November 12, 2013
  3. 3. Linkedin visualization
  4. 4.  Communicate and amplify Harvard’s mission of excellence in teaching, learning, and research while making the University and its contributions relatable and relevant in an always-on world  Enable communications and engagement approaches to live digitally, and often digital-first to enrich our constituents’ experience of Harvard
  5. 5. a digital strategy in an environment of a growing collaborative economy
  6. 6. photo credit: Daniel Oines
  7. 7. photo credit: Marissa McClellan
  8. 8. 1.Assemble the right players and set digitalready expectations
  9. 9. People who love it and are seen to eat the digital dog food
  10. 10. People who bring varied perspectives, earned from experience like … photo credit: chb1848, Bob Mical
  11. 11. Linkedin network visualization
  12. 12. People who are committed communicators, not ping pong players photo credit: Terrie
  13. 13. 2.Go COPE, and aggregate + syndicate = amplify
  14. 14. 3.Embrace the unsexy: over-invest in your admin UX
  15. 15.  Design navigation and filtering/sorting options based on admin workflow/tasks  Build on existing CMS features where possible (here: Drupal views)
  16. 16.  Create online help and surface it through the dashboard  Provide training to help admin users maximize existing CMS features. Example: these screen options can help organize the boxes on the edit page
  17. 17. 4.Be relentless about measurement
  18. 18. Regular and anomalous web behavior
  19. 19. Mobile and tablet traffic rising Every page is a home page
  20. 20. Social
  21. 21. Multimedia
  22. 22. https://college.harvard.edu/become-anything
  23. 23.  Opens, clicks, transactions  Text vs. photo vs. video vs. graphic  Length vs. engagement
  24. 24. 5.Deliver content in context powered by a shared editorial calendar
  25. 25. Content scheduled per external calendar
  26. 26. Content scheduled per emerging events
  27. 27. 1.Assemble the right players and set digital-ready expectations 2.Go COPE, and aggregate + syndicate = amplify 3.Embrace the unsexy: over-invest in your admin UX 4.Be relentless about measurement 5.Deliver content in context, powered by a shared editorial calendar
  28. 28. Still with me? photo credit: fieldsbh
  29. 29. One final thought … Tell the story! Communicate the value of a digital strategy with specific proof points
  30. 30. http://news.harvard.edu/gazette/story/2013/05/through-the-eyes-of-a-graduate-harvard-commencement-2013/
  31. 31. Thank you. @perryhewitt perryhewitt.com
  32. 32. Selected Resources
  33. 33.  Building high-performing digital teams http://blogs.hbr.org/2013/08/how-to-build-a-highperforming/  So, you want to write a digital strategy? http://www.smashingmagazine.com/2013/07/18/youwant-to-write-a-digital-strategy/  Slides: Mobile is eating the world http://qz.com/145704/slides-mobile-is-eating-the-world/  Make your admin interface shine http://perryhewitt.com/5-ways-admin-interface-shine/  Resources related to the collaborative economy http://www.webstrategist.com/blog/category/collaborative-economy/

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