5 Social Tools In Practice at Harvard [SXSW11]

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    19-Aug-2014
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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.

Transcript of 5 Social Tools In Practice at Harvard [SXSW11]

  • 5 Social Tools in Practice @Harvard Chris Traganos @ctraganos
  • 5 Social Tools in PracticeWordPress FeedsFacebook Open GraphChartbeatQR CodesSocialFlow
  • Harvard University is actively engagingits online community through several digital outposts
  • 1WordPress FeedsDistributing news across the university via syndicationPhoto: 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 specic 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-specic news for their audience Technology has been around forever, fresh content is driving online engagement
  • 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
  • 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
  • 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
  • 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
  • Content shared using Wordpress Feeds
  • Custom News Feed:http://news.harvard.edu/gazette/tag/hasty-pudding/feed/
  • News feed arebased on topical sections of the content.
  • Blog Aggregators:http://news.harvard.edu/gazette/feed/
  • m.harvard.edu
  • m.harvard.edu
  • m.harvard.edu
  • 2 Facebooks Open Graph
  • Everyone loves points.
  • Facebook Open Graph @HarvardProvides Facebook with context and resources for sharing your likes across the webAuthentic sharing tool - vetted likes make for great referrals IMG: http://bit.ly/dT2how
  • Open Graph brings the Gazette into the Facebook ecosystemog:titleog:typeog:imageog:urlog:descriptionog:site_nameThese are
  • Likes & Recommendations
  • test & debug
  • Facebook Open GraphURL Linterhttp://developers.facebook.com/tools/lint
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  • chartbeatActively monitoring trafc anduser behavior on our sitesin 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 thoseunpredictable 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.
  • 4QR [email protected]
  • Mobile devices areconnecting the print medium with the digital world
  • 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 theusers experience with the print and web.
  • QR Codes @HarvardPrint publications are incorporating QR CodesThe QRs are kept condensed thanks to the Gazette URL shortener http://hvd.gsGreat tool for providing bonus content online
  • QR Codes @HarvardPrint publications are incorporating QR CodesThe QRs are kept condensed thanks to the Gazette URL shortener http://hvd.gsGreat tool for providing bonus content online
  • Harvard News: Measurable, accelerating results Percentage of online local readers dropped from 45% to Harvard Gazette Trafc 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 trafc 125 0 Oct09 Feb-10 Oct10 Feb11
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  • SocialFlow @HarvardActively scans the real- Feeds are weighted and time web and specically given expirations our followers Tweets the most relevantTweets from a queue of item at a specic moment the collection of our feeds in timePulls in fresh content from Algorithm is actively across the schools and preparing and ranking departments. each item in the feeds
  • All your RSS feedsprovide content for SocialFlow.
  • The Content Queuetweets the most relevant itemat the optimal moment.
  • Using the reporting tools to improve engagement.
  • Steady rise in Twitter followers @Harvard Followers40000300002000010000 0 Jul-10 Aug-10 Sept-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11
  • Increased Exposure (Tweets * Followers) (Tweets * Followers)150000001125000075000003750000 0 Jul-10 Aug-10 Sept-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11
  • Results from using these toolsIncreased online Retweets and extending engagement from of the message through followers and new visitors fans of the Harvard brand alikeSteady growth in friends & followers across Harvards digital outposts
  • Thank you! Chris Traganos [email protected] @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 Oh-uigunnGervis Menzies
  • Please help us make this presentation better!http://spkr8.com/t/6858(feedback, critiques, and input are welcome)