Slide show from Harvard Public Affairs & Communicaitons' 11/19/19 Digital Academy focused on storytelling.

2. Strategic Storytelling
Nancy Boissonnet
Senior Strategist,
Libretto
Alixandra Nozzolillo
Director of Marketing
Communications for
Harvard College, Faculty
of Arts & Sciences
Jill Radsken
Associate Director,
Faculty of Arts &
Sciences Editorial
Rachel Traughber
Communications Officer,
Harvard Public Affairs &
Communications

3. Harvard College website
To Serve Better
Unhidden figures: Conference encourages women of color to pursue doctorates in physics
Life in the fast lane: Race-car driver Aurora Straus ’22 steers straight toward the future
Growing connections: Izzy Goodchild-Michelman ’23 cultivates produce and understanding of the ecosystem
Good cop, nice cop: Chuck Marren may be on his way to rivaling the Harvard statue as the target of visitors’ cameras
Strategic Storytelling: Link references

5. Harvard Gazette
Jim Concannon
News Editor, Harvard
Gazette
Paul Makishima
Assistant News
Editor, Harvard
Gazette
Colleen Walsh
Senior Staff Writer,
Harvard Gazette
Alvin Powell
Senior Staff Writer,
Harvard Gazette

7. THE DATA OF
STORYTELLING
FEATURING “To Serve Better”
You’ve created an awesome storytelling
experience, but how will you know if anyone got
the message?
Creating a measurement plan at the beginning
of a project can help you identify strategic goals,
connect those goals to measurable user
behaviors, and ensure you’re tracking the right
data to visualize on your reports.
AARON BAKER

8. APP PROJECT
SAMPLE NAME
Y O U C A N W R I T E H E R E
A company is an association or collection of individuals, whether natural persons, legal persons, or a mixture
of both. Company members share a common purpose and unite in order to focus.
“celebrating Harvard students, alumni, faculty,
and staff who are committed to public purpose
and to making a positive difference in
communities throughout the country.”
AN INTERACTIVE EXPERIENCE

9. MEASUREMENT
PLANNING

10. STRATEGIC GOALS
Map strategic goals to measurable user behaviors
Social post impressions, email
opens, website entrances
SEE THE PROJECT
Social post engagements,
website scroll depth, multimedia
INTERACT WITH IT
Share stats as well as social
listening mentions
SHARE IT
M E A S U R E M E N T P L A N N I N G

11. KPI FUNNEL
Engaged time on site, scroll
depth or footer visibility
ENGAGEMENT
Social post impressions, email
opens, website pageviews
AWARENESS
Video and audio player
engagement and duration
MULTIMEDIA
Social share and listening
stats plus social entrances
SOCIAL SHARE
AWARENESS
ENGAGEMENT
SHARE
M E A S U R E M E N T P L A N N I N G
Select a mixture of KPIs to satisfy a range of analysis needs

12. M E A S U R E M E N T P L A N N I N G
AWARENESS
● Impressions
● Entrances
ENGAGEMENT
● Time on site
● Multimedia
● Scroll Depth
SHARE
● Post shares
● Listening
WRITE YOUR PLAN
Document your goals, KPIs, as well as what to include in
reports. Keep these decisions with other project
documentation
DASHBOARD
● Users
● Pageviews
● Top content
PROFILE
● Pageviews by
state/region
● Time on site
● Multimedia
● Scroll Depth
STATE
● Users
● Top content

13. WEBSITE PRODUCTION

14. GOOGLE TAG MANAGER
SETUP
Single-page web applications require special handling
to ensure all pageviews are tracked, not just the first
PAGEVIEWS
We use javascript to track engaged time on page, and we
use the visibility of the footer to track scroll depth
PAGE ENGAGEMENT
YouTube tracking is native in Google Tag Manager, but
audio tracking is not so we had to build our own
MULTIMEDIA ENGAGEMENT
W E B S I T E P R O D U C T I O N

15. CONTENT DISTRIBUTION

16. C O N T E N T D I S T R I B U T I O N
Facebook
386
CLICKS
35,946
IMPRESSIONS
522
REACTIONS
29
SHARES

17. C O N T E N T D I S T R I B U T I O N
Twitter
219
ENGAGEMENTS
25,607
IMPRESSIONS
56
LIKES
12
RETWEETS

18. C O N T E N T D I S T R I B U T I O N
LinkedIn
528
CLICKS
52,688
IMPRESSIONS
526
LIKES
16
SHARES

19. C O N T E N T D I S T R I B U T I O N
Daily Gazette
1,590
CLICKS
62,408
OPENS

20. REPORTING

21. THE FINISHED
PRODUCT
R E P O R T I N G
Page 1: Overview
Awareness Metrics
● Users, pageviews
Engagement Metrics
● Pages per Session
● Time on site (total and engaged)
● Multimedia plays
● Off-site clicks
Details
● Traffic by Channel and Campaign
● Traffic by location (city)

22. THE FINISHED
PRODUCT
R E P O R T I N G
Page 2: Profile-specific View
Awareness Metrics
● Users, pageviews, sessions
Engagement Metrics
● Pages per Session
● Time on site (total and engaged)
● Multimedia plays
● Off-site clicks
Details
● Traffic by Channel and Campaign
● Traffic by location (metro)

23. THE FINISHED
PRODUCT
R E P O R T I N G
Page 3: State-specific View
Awareness Metrics
● Users, pageviews, sessions
Engagement Metrics
● Pages per Session
● Time on site (total and engaged)
● Multimedia plays
● Off-site clicks
Details
● Traffic by Channel and Campaign
● Traffic by location (state and metro)

25. Q & Aaron
T H A N K S

27. INCLUDING EVERYONE
IN HARVARD’S STORIES
Digital Accessibility on Campus
Kyle Shachmut & Kenton Doyle
Digital Accessibility Services | HUITNovember 19, 2019

28. 28
WHAT IS DIGITAL ACCESSIBILITY?
digital accessibility — making electronic content available to and usable by everyone [at the same time, with
the same ease of use], including and especially people with disabilities

29. TELLING ACCESSIBLE
STORIES

30. 30
INCLUSION THROUGH ACCESSIBILITY

31. ‣ Single page tests & site crawling
‣ Reporting & progress monitoring
‣ Plan language best practices to
fix issues (w/code level
examples)
‣ create an account:
accessibility.huit.harvard.edu
31
AUTOMATED TESTING FOR WEBSITES

32. 32
CAPTION VIDEO CONTENT
• All videos on Harvard websites must be captioned
• Social media & other channel videos should be captioned as a part of the production process
• Offerings are available to make live-streamed content captioned
• University preferred vendors are on accessibility.huit.harvard.edu
• Benefits of captioning:
• access to video in noisy or quiet environments
• enhance clarity for non-native english speakers
• increase search and findability of video content

33. 33
TEXT EQUIVALENT FOR IMAGES
‣ HTML <img> alt attribute; fulfills WCAG criteria 1.1.1
‣ purpose
• text describes image if it contains information
• explain destination if embedded in <a> element
• use alt=“” if <img> is only decorative
‣ strategy
• think short, like a tweet
• content + function > description (what it looks like)

34. 3
alt=“blowing out birthday candles”

35. u.s. map by congressional district
3

36. S&P 500 1979 to 2013
3

37. Calvin & Hobbs Comic Strip 3

38. 38
HARVARDX
TOOLS FOR
MULTIMEDIA
GIF demonstrates the HarvardX
Annotation Tool acting as a tool to
aid accessibility.
The tool adds descriptive text to
explain sections of an image as
students zoom to different levels.
These ensure comments are
made in the right region. Built
using included annotation and
tagging features of the tool.
ACCESSIBILITY IN
PRACTICE

39. 39
DIGITAL ACCESSIBILITY ON
CAMPUS
CAPLINE HEADER
ELEMENT
What’s new & what’s next?

40. 40
HARVARD UNIVERSITY
DIGITAL ACCESSIBILITY POLICY
UNIVERSITY POLICIES ON
ACCESSIBILITY
• University websites created or revised after Dec 1, 2019 are required to meet WCAG 2.1 AA
• Owners of existing University websites posting Harvard-produced content after Dec 1, 2019
should aim to make content conform with WCAG 2.1 AA
• Establishes a HUIT team: Digital Accessibility Services (DAS)
• Creates an oversight body: Accessibility Steering Committee (ASC)
• Creates a network of Digital Accessibility Liaisons (DAL)

41. 41
ACCESSIBLE TECHNOLOGY
PROCUREMENT & DEVELOPMENT POLICY (ATPDP)
UNIVERSITY POLICIES ON
ACCESSIBILITY
• include accessibility rider in contracts
• inquire about accessibility at RFP
stage
• Ask for roadmaps with timelines
• Temporary exceptions (1 year) may
be granted, requires sign-off from
CIO, after first level review
• Incorporate accessibility as part
of roadmap & updates
• Should be tested with time to
remediate before production
• Issues ordinarily expected to be
fixed within 12 months
PROCUREMENT DEVELOPMENT
technical standard:
WCAG 2.1 AA

42. 42
PROCUREMENT POLICY SIMPLIFIED
UNIVERSITY POLICIES ON
ACCESSIBILITY
roadmap
to access
(with dates)
exception
process
contract
rider

43. 43
LEADERSHIP & SUPPORT FOR DIGITAL
ACCESS
RESOURCES &
TEAMS
Executive Level leadership
guiding access issues on campus
including: the student experience,
digital access, & facilities
central resource to help train,
consult with and assist the
community, guided by the
ASC & University Leadership
UNIVERSITY ACCESSIBILITY
COMMITTEE
DIGITAL ACCESSIBILITY SERVICES
(HUIT)
individuals appointed by senior
leadership to point people toward
resources and serve as local
experts (all schools & units)
DIGITAL ACCESSIBILITY LIAISONS

44. WHAT’S NEXT?
We all build Harvard’s
digital campus
environment & its stories
every day. How will we
incorporate accessibility
and inclusion into that
work?
44

45. QUESTIONS
+
DISCUSSION
Including Everyone in Harvard’s Stories
Digital Accessibility on Campus
Kyle Shachmut | Kenton Doyle
Digital Accessibility Services | HUITNovember 19, 2019

47. Getting an Earful:
Podcasting and Audio Storytelling
Ma’ayan Plaut
Content Strategist and
Podcast Librarian,
RadioPublic
Amory Sivertson
Co-Host and Producer of
WBUR’s Endless Thread
Heidi Shin
Public Radio and Podcast
Producer

50. Kimberly Moniz
Digital Content Manager
Justin Saglio
Multimedia Producer/Editor
Kai-Jae Wang
Multimedia Producer/EditorHPAC
Harvard Public Affairs & Communications

51. How do we tell this story on
Instagram Stories?

57. Keep it simple.

60. 1M1.4M
INSTAGRAM
FACEBOOK
TWITTER
5.4M
1M
YOUTUBE

62. What’s next?