Transcript
Page 1: 5 Social Tools In Practice at Harvard [SXSW11]

Social Tools in Practice

Chris Traganos

@Harvard

@ctraganos

5

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5 Social Tools in Practice

•WordPress Feeds

•Facebook Open Graph

•Chartbeat

•QR Codes

•SocialFlow

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Harvard University is actively engaging its online community

through severaldigital outposts

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WordPress Feeds

Distributing news across the university via syndication

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Photo: Stephanie Mitchell, Harvard Staff Photographer

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RSS

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RSS

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RSS

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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

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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

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Content Categories @Harvard

Campus & Community Awards Commencement Faculty Harvard Traditions In the Community News by School Obituaries On Campus Staff & Administration

Arts & Culture Art & Photography Harvard Bound History, Language & Culture Literature & Poetry Music

HarvardScience Culture & Society Engineering & Technology Environments & Sustainability Health & Medicine Life Sciences

National & World Affairs Business Economics Education Government & Politics International Law National Public Service Religion

Athletics All Teams Awards Games/Events

Multimedia PhotoJournal

Today Harvard News In the Media News +

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Content Categories @Harvard

Campus & Community Awards Commencement Faculty Harvard Traditions In the Community News by School Obituaries On Campus Staff & Administration

Arts & Culture Art & Photography Harvard Bound History, Language & Culture Literature & Poetry Music

HarvardScience Culture & Society Engineering & Technology Environments & Sustainability Health & Medicine Life Sciences

National & World Affairs Business Economics Education Government & Politics International Law National Public Service Religion

Athletics All Teams Awards Games/Events

Multimedia PhotoJournal

Today Harvard News In the Media News +

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Content Categories @Harvard

Campus & Community Awards Commencement Faculty Harvard Traditions In the Community News by School Obituaries On Campus Staff & Administration

Arts & Culture Art & Photography Harvard Bound History, Language & Culture Literature & Poetry Music

HarvardScience Culture & Society Engineering & Technology Environments & Sustainability Health & Medicine Life Sciences

National & World Affairs Business Economics Education Government & Politics International Law National Public Service Religion

Athletics All Teams Awards Games/Events

Multimedia PhotoJournal

Today Harvard News In the Media News +

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Content Categories @Harvard

Campus & Community Awards Commencement Faculty Harvard Traditions In the Community News by School Obituaries On Campus Staff & Administration

Arts & Culture Art & Photography Harvard Bound History, Language & Culture Literature & Poetry Music

HarvardScience Culture & Society Engineering & Technology Environments & Sustainability Health & Medicine Life Sciences

National & World Affairs Business Economics Education Government & Politics International Law National Public Service Religion

Athletics All Teams Awards Games/Events

Multimedia PhotoJournal

Today Harvard News In the Media News +

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Content shared using Wordpress Feeds

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http://news.harvard.edu/gazette/tag/hasty-pudding/feed/

Custom News Feed:

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based on topical sections

News feed are

of the content.

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http://news.harvard.edu/gazette/feed/

Blog Aggregators:

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m.harvard.edu

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m.harvard.edu

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m.harvard.edu

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Facebook’s Open Graph

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Everyone loves points.

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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

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Open Graph bringsthe Gazette into the

Facebook ecosystem

og:title

og:type

og:image

og:url

og:description

og:site_name

These are <meta tags/>

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Likes & Recommendations

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test debug&

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Facebook Open GraphURL Linter

http://developers.facebook.com/tools/lint

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chartbeat

Actively monitoring traffic and user behavior on our sites in real time.

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Why chartbeat & Google Analytics?

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Chartbeat is the tool for monitoring those

unpredictable events.

Google Analytics is the tool we use to track and analyze regular events.

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Watching the live conversation and interaction with our site as an events occurs.

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Watching the live conversation and interaction with our site as an events occurs.

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Watching the live conversation and interaction with our site as an events occurs.

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Watching the live conversation and interaction with our site as an events occurs.

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QR Codes@Harvard

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connecting the print medium

with the digital world

Mobile devices are

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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.

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•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

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•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

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Harvard News: Measurable, accelerating results

• Percentage of online local readers dropped from 45% to 30%

• Huge growth in mobile users: from 650 to 16,535: 2444% growth

• List of referring sites is rapidly growing and is 62% of our traffic

0

125

250

375

500

Oct’09 Feb-10 Oct’10 Feb’11

409

333

160162

Harvard Gazette TrafficThousands of Visits / Month

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SocialFlow @Harvard

•Actively scans the real-time web and specifically our followers

•Tweets from a queue of the collection of our feeds

•Pulls in fresh content from across the schools and departments.

•Feeds are weighted and given expirations

•Tweets the most relevant item at a specific moment in time

•Algorithm is actively preparing and ranking each item in the feeds

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All your RSS feeds

provide content for SocialFlow.

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tweets the most relevant item

at the optimal moment.

The “Content Queue”

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Using the reporting tools to improve engagement.

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0

10000

20000

30000

40000

Jul-10 Aug-10 Sept-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11

@Harvard Followers

Steady rise in Twitter followers

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0

3750000

7500000

11250000

15000000

Jul-10 Aug-10 Sept-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11

(Tweets * Followers)

Increased Exposure (Tweets * Followers)

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Results from using these tools

•Increased online engagement from followers and new visitors alike

•Steady growth in friends & followers across Harvard’s digital outposts

•Retweets and extending of the message through fans of the Harvard brand

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Thank you!Chris Traganos

@[email protected]

Special thanks to:

Max DanielsJason FigueiredoJason BenjaminLin ChenJennifer HodgeBen SharbaughPerry HewittCole LatimerDonna TremonteRachel O’h-uigunnGervis Menzies

HPAC Photo deskHarvard Gazette team

ABCD WWWMIT WebpubMichael ChinSean Brown

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Please help us make this presentation better!

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


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