A Day in the Life of a Digital Strategist 2016 Presentation Slides

Welcome!

A Day in the Life of a Digital Strategist

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Neal Doyle, Harvard i-lab, Assistant Director

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Welcome to A Day in the Life of a Digital Strategist

Ben Sharbaugh

Harvard Digital Strategy GoalsCommunicate 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

Harvard Digital Strategy Goals

What does your day look like?●Social content creation●Analytics●Web development●Multimedia production●Email list management●Writing for your website●Collaborating with your team●Generating reports●Uploading videos●Media monitoring on Twitter and Facebook

TodayPlease Tweet using the hashtag #DigStrat

Fill out your daily schedule and share it

Follow the speakers on Twitter (@’s in your program)

Get to know somebody new

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Keynote Presentation: Vala Afshar, Digital Evangelist, Salesforce

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Break 10:30 - 10:45am

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Up Next: Social Listening

Social Listening: Christy Stine, HBS

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Social Media Listening at HBSChristy Stine Assistant Director, Digital Engagement@christystine

What is social media listening?

It’s not social media analytics.

What is social media listening?

It’s a way of understanding what people are saying about us.

Where are conversations happening?

What are people saying?

Where are conversations happening?

What can we do with this information?

Find influencers, share trending content, and participate in high exposure conversations

Create new content based on our audience’s interests

Understand what students are saying on Twitter

Competitive Analysis

Using Social Listening across HBS

Case Study - Gender Initiative

17,024 social media posts

May - August 2015

Many authors drove the early conversation; HBS, Goldie

Hawn, Center for American

Progress were influential

Volume increased with NY Daily News, CBS, and Fox

Quartz editorial and a feminist Tumblr account

initiated the peak

Many authors continue the conversation; Inc, Business Insider, WPXI

were influential

How did the story unfold on social media?

Case Study - Gender InitiativeWhat social media channels were used?

• Twitter was the most heavily used throughout the campaign

• Tumblr users began writing about and sharing press mid-campaign

Who were the most influential authors on Twitter?

Who shared the story?

Did men and women share different content?Written by Men• More emphasis on HBS• More mentions of husbands and partners

Did men and women share different content?Written by women• Equal emphasis on HBS and the study• Less mentions of husbands and partners

More Social Media Listening Tools

• Use search streams in your social media management tool (Hootsuite, Spredfast)

• Social Mention

• Mention

• Topsy

• Klout

• Crimson Hexagon

• Brandwatch

• Simply Measured (they have some free reports too)

thank you!

Christy Stine

cstine@hbs.edu

@christystine

The Long and Short of Writing for the Web: Nilagia McCoy, Shorenstein Center

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The long and short of writing for the Web

Nilagia McCoy | Communications ManagerShorenstein Center on Media, Politics and Public Policy

How to:• Structure task-oriented pages (short)• Structure long, dense content (long)• Improve the writing on your website

Task-oriented pages• Types of pages:

• Events• Information about a program• Applications• Signing up for a service

• Goals: • Help visitors find what they need easily • Help visitors understand what you offer/their options

39Image credit:XKCD http://xkcd.com/773/

Before you start writing…• Step into your users’ shoes

• Who is the audience for this page?

• Why are they visiting?

• What information do they need?

• What questions are they likely to have?

• What tasks do they need to accomplish?

• How familiar are they with your organization?

• Make an outline, then fill in information• What should be on the page to answer the user’s questions?

• Break content into chunks based on topic/group related content

Use the inverted pyramid

Crucial information your visitor must have for message to be successful.

Who? What? Where? When? Why? How?

Additional important details, supporting information

Other general info, nice to have

Make processes clear and use calls to action

Longform content• Types of pages:

• Research • Reports and papers• News articles

Goals:• Promote the work of your organization• Keep people engaged

Tips for making hard facts easy reading• Focus on the impact up front – why is this important? Why

should I read it?

• Translate jargon for the reader.

• Avoid blocks of numbers, and place numbers into context.

• Use charts or graphs to convey numerical information.

• Slow down the pace of information – avoid overstuffed sentences.

• Use shorter words, shorter sentences, shorter paragraphs at the points of greatest complexity.

• Make the strange familiar – use metaphors or analogies.

• Keep the dull parts short – is the level of detail needed right here, right now? Especially for research, can it be an endnote/footnote?

Adapted from http://www.poynter.org/2016/10-tips-for-making-hard-facts-easy-reading

54Desktop Mobile

Writing tips

Use short paragraphs, subheadings, bulletsFounded in 1969, the Department of Rocket Science offers students the opportunity to chart new territory in outer-space exploration. Our faculty are pioneers in their fields, and include renowned astronauts and quantum physicists. Concentrations prepare students for careers through a blend of traditional classes and real-world experiences. Graduate Degrees• Deep space exploration• Aerospace engineering• Space simulation studies InternshipsLearning outside of the classroom is a key component of the rocket science program. Students intern at NASA and SpaceX, and take field trips to the International Space Station.

Application Process Admission is highly competitive, and is limited to a class of 20 students each semester. The typical applicant has a B.S. in engineering, applied mathematics, or physics. Learn more about application requirements. Information SessionsWe invite you to stop by, meet the faculty, and learn more about our offerings. View the monthly open house schedule.

Founded in 1969, the Department of Rocket Science offers students the opportunity to chart new territory in outer-space exploration. Our faculty are pioneers in their fields, and include renowned astronauts and quantum physicists. Each concentration prepares students for careers through a blend of traditional classes and real-world experiences. The Department of Rocket Science offers graduate degrees in deep space exploration, aerospace engineering, and space simulation studies. Learning outside of the classroom is a also a key component of the rocket science program. Students intern at NASA and SpaceX, and take field trips to the International Space Station.

Application to the program is highly competitive, and is limited to a class of 20 students each semester. The typical applicant has a B.S. in engineering, applied mathematics, or physics. Learn more about application requirements. Every month, we hold a department information session. We invite you to stop by, meet the faculty, and learn more about our offerings. View the open house schedule.

57http://blog.editage.com/index.php?q=node/345/print

Use parallel construction

Instead of: Use:

due to the fact that because

in the event of if

prior to before

utilize use

has a requirement of needs, requires

Use simple, direct language

http://www.plainlanguage.gov/howto/wordsuggestions/simplewords.cfm .

• Avoid jargon and spell out acronyms on first instance

• Can a simpler word take the place of a longer word or phrase?

Passive Active

A statement was released by the Dean.

The Dean released a statement.

In the event that it snows, the weather emergency hotline should be called prior to coming to campus.

If it snows, call the weather emergency hotline before coming to campus.

Use active voice

Before After

The Department of Rocket Science offers students very small class sizes and a unique approach to learning. Vague

Classes at the The Department of Rocket Science have 12 or fewer students. They are discussion-based, and include labs that allow students to explore their individual interests.

Use details, not vague adjectives

Can your audience easily understand your content?• Measure the readability of your website: Microsoft Word or

http://www.read-able.com/

• Metrics gauge long sentences, passive sentence structure, complicated words, pegged to U.S. grade levels

• 6th-9th grade: Ideal for any audience

• Up to 12th grade: Assumes audience has high school education, appropriate for more specialized pages, research

• Over 12th grade: Revisit – may be too difficult to easily understand, likely has clarity/sentence structure issues.

Resources• Harvard style guidelines & best practices: writing for the web

• Poynter.org > tips & training

• How to Write Short: Word Craft for Fast Times, Roy Peter Clark

Nilagia McCoy | Communications ManagerShorenstein Center on Media, Politics and Public Policy

nilagia_mccoy@hks.harvard.edu

Thank you

The Daily Grind of Email: Gretchen Weber and Dan Jones, Berkman Center

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The Daily Grind of EmailThe How & Why of Building Email Into Your Outreach

Gretchen Weber, Communications ManagerDaniel Jones, Digital Media ProducerBerkman Center for Internet & Society

About the Berkman Center

Dozensprojects launched to study and influence the development of

the Internet, including Creative Commons and Global Voices

100+events, reports, tools, videos,

podcasts every year

Founded in 1997“to explore cyberspace,

share in its study, and help pioneer its development”

We build, study, educate, and

connect.

The Berkman Center: information flow

Dozens of projects &

100+ reports, tools, events, videos, podcasts every

Project specific communities and audiences: teachers, lawyers,

parents, developers, journalists, policy makers, activists,

librarians, storytellers, etc, and the interested public

We build, study, educate, and

connect.

500+ staff, fellows, affiliates, faculty associates , &

alumni from 40+ countries ;

Network of 50+ Internet & society research centers

internationally, as well as other partner institutions and Harvard

WHY THE HECK DO WE NEED EMAIL???

2.5 billionemail users worldwide, many with multiple accounts

Source: The Radicati Group

2.9 billionemail users worldwide by 2019

Facebook: 1.1 billionTwitter: 310 millionLinkedIn: 255 millionPinterest: 250 millionGoogle+: 120 millionTumblr: 110 millionInstagram: 100 million

10 millionlists

600 millionemails sent per day

22-25%open rate for emails in our sector (non-profit, education)

Step 1: Assess the problem

Welcome to List Management Hell

● Using (mostly) 4 entirely separate lists (newsletter, events, reports, jobs)

● Buried among many other active, outdated, & defunct lists

● No mechanism for detecting overlap between lists● No system for clearing bounces● Unsubscribing was nearly impossible

Trapped in an outdated template

Negatives:● coded in html every week

● time consuming ● error-prone● totally limited by

outdated template● not mobile-friendly

Postives (sort of):● We had thousands of

subscribers… but did they engage with the content?

Impossible to gauge impact or success

No metrics???

Know what you want

PRODUCTION NEEDSEasy list managementQuicker production timeFlexible templatesMultimedia inclusiveMobile responsiveMeaningful metrics

EDITORIAL GOALSProvide value to audienceBe interesting to readBe inviting, tone &

visuallyBetter showcase our work

with context & formatsShare work from the

broader community

Consider your audience...

...and their privacy

“Can we import your email address into MailChimp?”

Be Transparent

Migrating was easy

Customizing cut our prep time in ½

Better User Experience

when your emails are mobile friendly:

Editorial

After the pilot phase: Expansion

Migrated 3 more lists - found tons of crossover

Created groups within main listMerged our events & Buzz

emails to reduce volume of emails sent

A/B tested headlinesOn-boarded other staff

Prettify our templatesCreate better systems for

finding good contentLearn & experiment with

featuresLook more closely at dataMore A/B Testing

More work to do

Why Email?

Join our Listsbrk.mn/mail

Follow us@berkmancenter

Email usgweber@cyber.law.harvard.edudjones@cyber.law.harvard.edu

Thank You!

Instagram and Snapchat: Tips and Tricks for Management, Victoria Marzilli, Harvard College Admissions and Financial Aid

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Instagram + Snapchat

tips & tricks for management

What’s she talking about?

Quick overview of the platforms and their users

Developing a strategy

See what I mean: a few examples

Tips for management

Questions

The Platforms

Instagram

Founded by Kevin Systrom (from Holliston, MA)

More than 400 million active users

Photo and video content with filters

Users like or comment on content

Content is searchable by hashtags

59.8% of users are between 18-34 years old

Snapchat

Founded by Evan Speigel (not from Holliston, MA)

Strictly mobile-app only experience

Temporary, real-time photo and video content

100 million daily active users

Seven Eight billion daily video views

Snapchat

63% of users are between 18 and 34 years old, but 23% are between 13 and 17.

“Simply, what if we rethought the whole idea of the assumed permanence of social media? What if social media, in all its varieties, was differently oriented to time by promoting temporariness by design? What would the various social media sites look like if ephemerality was the default and permanence, at most, an option?” Nathan Jorgensen, Researcher, Snapchat

Temporary Social Media

Age Distribution by Social Network (2014)

Strategy

Visual Storytelling: Curated

Visual Storytelling: Real-Time

Strategic Approach

Instagram:

❏ What’s your visual identity?

❏ What story do you want to tell?

❏ What is your voice?

❏ What hashtags are relevant to your community?

❏ Can you post consistently?

Strategic Approach

Snapchat:

❏ What does your audience want to know?❏ Who do they want to hear from?❏ How will my audience find my content?❏ What moments do I want to share?❏ Will you be able to post in real time?❏ Who will you feature?

Case Studies

Case Study: Curated Stories on Instagram

Case Study: Real-Time Stories on Snapchat

60%Engagement rate among

admitted students(Winter/Spring 2015)

Geofilters

• Custom overlay graphics

• Submitted to and approved by Snapchat

• Inexpensive

• Hyper-specific location (geofencing)

Management Tips

Tips for Creating and Curating Content

Get personal

Be consistent

Consider the voice and tone

Maximize resources and delegate responsibility

Identify and connect with influencers

Crowdsource content

Have fun!

Follow us on Snapchat!

Open the Snapchat App and aim your camera at this logo then tap and hold >>

Lunch 12:15 - 1:00pm

#DigStrat

Up Next: Team Collaboration

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Team Collaboration: Saving Yourself from Inbox Overload: Ben Sharbaugh, HPAC

Team Collaboration:Saving yourself from Inbox Overload

Ben Sharbaugh

Where does Slack fit?

Our Slack Team8% public channels6% private channels86% DMs

Slack Messaging

Public channels (8%)

Private channels (6%)

DMs and group messages (86%)

● Conversations open to all team members

● Encourages collaboration, awareness, general updates

● Sensitive or confidential topics meant for small team

● Only channel members can see the private channel

● Quick, private conversations between individuals or groups

● Sometimes professional, sometimes fun

Public Channels

Examples:#articles-i-read

#cool-digital-stuff#emergency

#fun-just-for-laughs#media-relations

#p-gazette#p-redesign-hedu#site-monitoring

#feed-harvard-social

Shared learning space

Attempted non-team use

Integrations/giphy

IntegrationsRSS Feeds and IFTTT

Integrations@statsbot

Use casesEmergency

Use casesEditorial/Content

collaboration

Use casesharvard.edu development/

ambient collaboration

Thank you.

#DigStrat

Money CAN Buy You Love (or at Least Likes): Examining the Success of Paid Social Media: Matt Weber, HGSE

Money Can Buy You Love (or at Least Likes):

Examining the Success of Paid Social Media

Presented by:Matt Weber

Director of Digital Communications Strategy. HGSE@mattweber_

Making a Case for FB Advertising • Budgeting?• ROI?• Redefining “digital marketing” in Higher Ed to

include social

Start small

What number matters most?

Lessons learned

• Quick• Inexpensive• Simple• Highly trackable• Highly customizable• Helpful to a campaign

Admissions + Exec Ed

Mechanics of boosting post

Hypothesize

• 2,048,657 impressions• 838,890 engagements

• Not to mention a growth in page likes, expansion of reach

#DigStrat

Browser and Work Hacks for the Digital Pro: Jay Shemenski, HMS

BROWSER AND WORK HACKS FOR THE DIGITAL PRO

154 PRESENTATION BY: JAY SHEMENSKI

DIGITAL TASKS

COLLABORATION

ANALYTICS

LISTENING

PRODUCTION

INSIGHTS

LEARNING

ORGANIZATION

COORDINATION

Drag & Drop pictureHOW TO KEEP IT ALL UNDER CONTROL?

STREAMLINE collaboration & tasks

AUTOMATE data & listening

FOCUS ON production, insight, & learning

COLLABORATION AND TASKS

ANY. DO

DATA AND LISTENING

CHARTBEAT

BUZZSUMO

GOOGLE ANALYTICS ALERTS

GOOGLE TRENDS ALERTS

GOOGLE NEWS ALERTS

SIMPLY MEASURED

ICONOSQUARE BRAND INDEX

KLOUTEXTENSION

COMMUN.IT

PRODUCTION

HOOTSUITE

EFFINAMAZING

BUFFEREXTENSION

GIPHY EXTENSION

GIPHY GIF MAKER

SPROUT SOCIAL LANDSCAPE

AWESOME SCREENSHOT EXTENSION

FREE QUALITY IMAGE RESOURCES

• Unsplash• Stocksnap.io• Pexels• Negative Space• Life of Pix

HEMINGWAY APPPICTURE

LEARNING

NEWSLETTERS

• Newscred• Simply Measured• SocialMedia.org• Marketing Profs• Ad Age• Content Marketing Institute• Convince & Convert• Search Engine Watch• Search Engine Journal• Hubspot• Marketo• Direct Marketing News• Social Media Today• LinkedIn Sophisticated Marketer• Contently• Webdesign News

PODCASTS

• Sophisticated Marketers Podcast• PNR: This Old Marketing• Marketing Nerds• The Growth Show• Social Pros• Content Pros• Simply Social• The Marketing Huddle• Six Pixels of Separation• Marketing Smarts• Duct Tape Marketing• Marketing Book Podcast• Social Media Marketing• The Marketing Companion• Maximize Your Social• HBR IdeaCast• Influence Pros

POCKETPICTURE

HiReach out, I’d love tohear from you.

JAY SHEMENSKIDigital Manager / HMS@jshemenskijason_shemenski@hms.harvard.edu

Break 2:00 - 2:15pm

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Up Next: Building a Data Landscape

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Building a Data Landscape: Aaron Baker, HPAC

Building a Data

Landscape

Aaron David BakerDigital Analytics Lead

Harvard University aPublic Affairs and Communications

Building a Data

Landscape

Aaron David BakerDigital Analytics Lead

Harvard University aPublic Affairs and Communications

What is a data landscape?

An actual data landscape

Far Near

A data landscapeis a way to graph

your access to and understanding of

various data setsas an analyst

in a certain situation.

an analyst in a certain situation.

★ Context

★ Relavance

★ Access

★ Procedure

What’s your situation?

Typical data analyst questions:

★ What are the business

objectives?

★ How can data support them?

★ Where is the data stored?

★ How was it collected?

CRAP!...is what you say when you don’t have a clear idea of what you’re doing

or why.

Day 1 at Harvard

Far Near

Literally the only thing I had access to when I started

Never used these before

...and find your place in it.

Harvard Public Affairs and Communications manages and facilitates the University's relationships with neighboring communities; local, state, and federal government; the media; and the general public. HPAC advances information and communications related to the University's mission of excellence in teaching, learning, and research through a variety of managed channels and other means including the University's homepage, the Harvard Gazette, and Harvard's Information Center.

HPAC works to tell the Harvard story.

As the digital analyst I measure how we tell it.

Start with the mission...

What’s your situation? Typical data analyst questions:

✓ What are the business

objectives?

★ How can data support them?

How can data support lofty mission statements?

Metrics are numbers that tell you how many★ Impressions and pageviews

loosely measure audience size and interest

★ Clicks, shares, bounce rate, time on page, and scroll depth measure engagement

Dimensions are text that tells you how, who, where, or what★ Channel, source, medium,

share, retweet, etc. = how★ Age, gender, interest,

employment class, affiliation, etc. = who

★ Geolocation = where★ Page, post, item, url = what

Desktop vs Mobile browsers, 2010–2016

The metric is sessions, the dimension is browser platform: desktop, mobile, and tablet (not pictured). This data supports the mission by informing HPAC leadership, staff, and constituents (y’all) about an important trend with huge implications

Your situationis improvingTypical data analyst questions:

objectives?

✓ How can data support

Identify where data is stored

Create a list of your data sources:

★ Websites

○ Google Analytics

★ Email Campaign Providers

○ Silverpop, MailChimp, Constant Contact, Emma, etc.

★ Social Media Accounts

○ Facebook, Twitter, LinkedIn, Instagram, etc.

★ Multimedia Repositories

○ YouTube, Vimeo, Kaltura, Soundcloud, etc.

Then graph each one:

★ Your access to the data (near/far)

○ Near—data that you have access to (login credentials)

○ Far—data you would have to request from someone else

★ Your understanding of the data (light/dark)

○ Light—you know what the data means, how it was collected, transformed, etc.

○ Dark—you’re not exactly sure what it is or how to use it

Identity confirmed: data analyst

An analyst can use a data landscape

to better understand her current situation and where she can

make improvements in her data analysis

What do you pay attention to?

Websites★ Harvard Homepage, Gazette

News site

Social Media Accounts

★ Facebook, Twitter, LinkedIn, Instagram, Google+

Multimedia Accounts★ YouTube, Kaltura, iTunesU,

SoundCloud, Giphy

Email★ Daily Gazette, President &

University- wide emails

How do you payattention to it?

Web★Google Tag Manager,

Analytics, and Search Console

★Chartbeat (real-time stats)★Moz and other SEO tools

Email★Silverpop★Litmus

Social and Multimedia★Platform-specific

analytics/insights (directly from Facebook, Twitter, YouTube, SoundCloud, etc.)

★Hootsuite Analytics★Buzzsumo (social listening)★TweetDeck

How do you payattention to it?

Back to yoursituationTypical data analyst questions:

objectives?

✓ How can data support

✓ Where is the data stored?

The analyst graphs data

sets on both a near/far axis

and a dark/light axis to inventory

where it is and how it can be

The graph

Far Near

But how was the data collected?

Analytics Ecosystem1) Content Generation

Articles are published on the Harvard Gazette site: news.harvard.edu/gazette.

● Some pieces are featured on the harvard.edu homepage

● The Daily Gazette email links to certain articles and events

● Social media posts also link to articles, and create third party sharing opportunities

2) Data CollectionUser interactions create data points in multiple platforms and tools.

● Silverpop tracks email open and clickthrough rates

● Tag Manager sends data to Analytics which tracks user counts, sessions, pageviews, and time-on-page

● Chartbeat also tracks real-time engagement, and scroll depth

● Hootsuite provides social media analytics: shares, likes, retweets, favorites, etc.

● Buzzsumo is used for social media listening, brand mentions, organic share counts, and competitive analysis

DATA ANALYTICS

Analytics Ecosystem

3) Data AnalysisReports are generated from these sources and insights are shared with the team.

● A daily afternoon report tracking the success of the morning’s Gazette email

● A weekly report of selected Gazette content activity (pageviews, shares, social actions)

● An in-depth monthly report with highlights of the harvard.edu homepage, Gazette (web & email), Multimedia, Social, and Mobile

● Ad-hoc reports as needed

DATA ANALYTICS

Analytics Ecosystem

Sample Report

Data points we look atWebChartbeat: real-time dashboard

concurrent users and engaged time per page

referrers and specific tweets bringing us traffic

Google Analytics: historical information on traffic, behavior, and usageusers, sessions, pageviews,

pages-per-session, bounce rate

session/page duration averagesevent tracking for measuring

interaction

SocialPlatform-specific tools (native

Twitter Analytics, Facebook Insights, etc.)

Hootsuite: integrates and aggregates Twitter, Facebook, LinkedIn, and Google Analytics

Buzzsumo: primarily for social listening and measuring social shares across several platforms● competitive analysis

and comparison● trending content

reports

MultimediaYoutube: view percentage reports,

demographics, traffic sources, and audience retention

Kaltura: plays, minutes viewed, avg. view time, player impressions, ratio, view drop-off

Soundcloud: plays, likes, comments, reposts, downloads

iTunes (Harvard Mobile app): app store views, units, sessions, active devices, crashes

Google Play: installs/uninstalls by user/device, ratings, crashes

EmailSilverpop: email marketing

platformunique open and

clickthrough rates for email

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