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5   Social Tools in
          Practice    @Harvard




                      Chris Traganos
                         @ctraganos
5 Social Tools in Practice


•WordPress Feeds

•Facebook Open Graph

•Chartbeat

•QR Codes

•SocialFlow
Harvard University
 is actively engaging
its online community
    through several
    digital outposts
1



WordPress Feeds
Distributing news across the university via syndication
Photo: Stephanie Mitchell, Harvard Staff Photographer
RSS
RSS
RSS
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
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
Content Categories @Harvard
Campus & 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          	 Religion

Arts & Culture                    Athletics
	 Art & Photography               	 All Teams
	 Harvard Bound                   	 Awards
	 History, Language & Culture     	 Games/Events
	 Literature & Poetry
	 Music                           Multimedia
                                   PhotoJournal
HarvardScience
	 Culture & Society               Today
	 Engineering & Technology          Harvard News
	 Environments & Sustainability     In the Media
	 Health & Medicine                 News +
	 Life Sciences
Content Categories @Harvard
Campus & 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          	 Religion

Arts & Culture                    Athletics
	 Art & Photography               	 All Teams
	 Harvard Bound                   	 Awards
	 History, Language & Culture     	 Games/Events
	 Literature & Poetry
	 Music                           Multimedia
                                   PhotoJournal
HarvardScience
	 Culture & Society               Today
	 Engineering & Technology          Harvard News
	 Environments & Sustainability     In the Media
	 Health & Medicine                 News +
	 Life Sciences
Content Categories @Harvard
Campus & 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          	 Religion

Arts & Culture                    Athletics
	 Art & Photography               	 All Teams
	 Harvard Bound                   	 Awards
	 History, Language & Culture     	 Games/Events
	 Literature & Poetry
	 Music                           Multimedia
                                   PhotoJournal
HarvardScience
	 Culture & Society               Today
	 Engineering & Technology          Harvard News
	 Environments & Sustainability     In the Media
	 Health & Medicine                 News +
	 Life Sciences
Content Categories @Harvard
Campus & 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          	 Religion

Arts & Culture                    Athletics
	 Art & Photography               	 All Teams
	 Harvard Bound                   	 Awards
	 History, Language & Culture     	 Games/Events
	 Literature & Poetry
	 Music                           Multimedia
                                   PhotoJournal
HarvardScience
	 Culture & Society               Today
	 Engineering & Technology          Harvard News
	 Environments & Sustainability     In the Media
	 Health & Medicine                 News +
	 Life Sciences
Content shared using Wordpress Feeds
Custom News Feed:
http://news.harvard.edu/gazette/tag/hasty-pudding/feed/
News feed are
based on topical sections
          of the content.
Blog Aggregators:
http://news.harvard.edu/gazette/feed/
m.harvard.edu
m.harvard.edu
m.harvard.edu
2



    Facebook’s Open Graph
Everyone loves points.
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
Open Graph brings
     the Gazette into the
    Facebook ecosystem


og:title
og:type
og:image
og:url
og:description
og:site_name
These are <meta tags/>
Likes & Recommendations
test
       &   debug
Facebook Open Graph
URL Linter
http://developers.facebook.com/tools/lint
3
chartbeat
Actively monitoring traffic and
user behavior on our sites
in real time.
Why chartbeat & Google Analytics?
Google Analytics is
                   the tool we use to
                   track and analyze
                   regular events.



 Chartbeat is the tool
 for monitoring those
unpredictable events.
Watching the live conversation and interaction with our site as an events occurs.
Watching the live conversation and interaction with our site as an events occurs.
Watching the live conversation and interaction with our site as an events occurs.
Watching the live conversation and interaction with our site as an events occurs.
4

QR Codes
@Harvard
Mobile devices are
connecting the print medium
       with the digital world
QR Codes & Mobile Devices

Important to note that QR codes are best used in

conjunction with mobile friendly sites. Having a QR

code access a fast-loading site enhances the

user’s experience with the print and web.
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
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
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
5
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
All your RSS feeds
provide content for SocialFlow.
The “Content Queue”
tweets the most relevant item
at the optimal moment.
Using the reporting tools to improve engagement.
Steady rise in Twitter followers
                               @Harvard Followers

40000



30000



20000



10000



   0
   Jul-10   Aug-10   Sept-10    Oct-10   Nov-10     Dec-10   Jan-11   Feb-11
Increased Exposure (Tweets * Followers)
                                  (Tweets * Followers)

15000000



11250000



7500000



3750000



      0
      Jul-10   Aug-10   Sept-10     Oct-10   Nov-10   Dec-10   Jan-11   Feb-11
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
Thank you!
       Chris Traganos
  christopher_traganos@harvard.edu

    @ctraganos
Special thanks to:

Max Daniels          HPAC Photo desk
Jason Figueiredo     Harvard Gazette team
Jason Benjamin
Lin Chen             ABCD WWW
Jennifer Hodge       MIT Webpub
Ben Sharbaugh        Michael Chin
Perry Hewitt         Sean Brown
Cole Latimer
Donna Tremonte
Rachel O’h-uigunn
Gervis Menzies
Please help us make
            this presentation better!


http://spkr8.com/t/6858
(feedback, critiques, and input are welcome)

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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 engaging its online community through several digital outposts
  • 4. 1 WordPress Feeds Distributing news across the university via syndication Photo: Stephanie Mitchell, Harvard Staff Photographer
  • 5.
  • 6.
  • 7.
  • 8. RSS
  • 9. RSS
  • 10. RSS
  • 11. 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
  • 12. 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
  • 13. Content Categories @Harvard Campus & 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 Religion Arts & Culture Athletics Art & Photography All Teams Harvard Bound Awards History, Language & Culture Games/Events Literature & Poetry Music Multimedia PhotoJournal HarvardScience Culture & Society Today Engineering & Technology Harvard News Environments & Sustainability In the Media Health & Medicine News + Life Sciences
  • 14. Content Categories @Harvard Campus & 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 Religion Arts & Culture Athletics Art & Photography All Teams Harvard Bound Awards History, Language & Culture Games/Events Literature & Poetry Music Multimedia PhotoJournal HarvardScience Culture & Society Today Engineering & Technology Harvard News Environments & Sustainability In the Media Health & Medicine News + Life Sciences
  • 15. Content Categories @Harvard Campus & 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 Religion Arts & Culture Athletics Art & Photography All Teams Harvard Bound Awards History, Language & Culture Games/Events Literature & Poetry Music Multimedia PhotoJournal HarvardScience Culture & Society Today Engineering & Technology Harvard News Environments & Sustainability In the Media Health & Medicine News + Life Sciences
  • 16. Content Categories @Harvard Campus & 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 Religion Arts & Culture Athletics Art & Photography All Teams Harvard Bound Awards History, Language & Culture Games/Events Literature & Poetry Music Multimedia PhotoJournal HarvardScience Culture & Society Today Engineering & Technology Harvard News Environments & Sustainability In the Media Health & Medicine News + Life Sciences
  • 17. Content shared using Wordpress Feeds
  • 19. News feed are based on topical sections of the content.
  • 24. 2 Facebook’s Open Graph
  • 26. 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
  • 27. Open Graph brings the Gazette into the Facebook ecosystem og:title og:type og:image og:url og:description og:site_name These are <meta tags/>
  • 29. test & debug
  • 30. Facebook Open Graph URL Linter http://developers.facebook.com/tools/lint
  • 31.
  • 32. 3
  • 33. chartbeat Actively monitoring traffic and user behavior on our sites in real time.
  • 34. Why chartbeat & Google Analytics?
  • 35. Google Analytics is the tool we use to track and analyze regular events. Chartbeat is the tool for monitoring those unpredictable events.
  • 36. Watching the live conversation and interaction with our site as an events occurs.
  • 37. Watching the live conversation and interaction with our site as an events occurs.
  • 38. Watching the live conversation and interaction with our site as an events occurs.
  • 39. Watching the live conversation and interaction with our site as an events occurs.
  • 41. Mobile devices are connecting the print medium with the digital world
  • 42. QR Codes & Mobile Devices Important to note that QR codes are best used in conjunction with mobile friendly sites. Having a QR code access a fast-loading site enhances the user’s experience with the print and web.
  • 43. 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
  • 44. 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
  • 45. 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
  • 46. 5
  • 47. 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
  • 48.
  • 49. All your RSS feeds provide content for SocialFlow.
  • 50. The “Content Queue” tweets the most relevant item at the optimal moment.
  • 51. Using the reporting tools to improve engagement.
  • 52. Steady rise in Twitter followers @Harvard Followers 40000 30000 20000 10000 0 Jul-10 Aug-10 Sept-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11
  • 53. Increased Exposure (Tweets * Followers) (Tweets * Followers) 15000000 11250000 7500000 3750000 0 Jul-10 Aug-10 Sept-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11
  • 54. 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
  • 55. Thank you! Chris Traganos christopher_traganos@harvard.edu @ctraganos Special thanks to: Max Daniels HPAC Photo desk Jason Figueiredo Harvard Gazette team Jason Benjamin Lin Chen ABCD WWW Jennifer Hodge MIT Webpub Ben Sharbaugh Michael Chin Perry Hewitt Sean Brown Cole Latimer Donna Tremonte Rachel O’h-uigunn Gervis Menzies
  • 56. Please help us make this presentation better! http://spkr8.com/t/6858 (feedback, critiques, and input are welcome)