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Welcome!
A Day in the Life of a Digital Strategist
#DigStrat
Neal Doyle, Harvard i-lab, Assistant Director
A Day in the Life of a Digital Strategist
#DigStrat
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
Get on the Digital Roundup email
Keynote Presentation: Vala Afshar, Digital Evangelist, Salesforce
A Day in the Life of a Digital Strategist
#DigStrat
Break 10:30 - 10:45am
A Day in the Life of a Digital Strategist
#DigStrat
Up Next: Social Listening
Social Listening: Christy Stine, HBS
A Day in the Life of a Digital Strategist
#DigStrat
Copyright © President & Fellows of Harvard College
Social Media Listening at HBSChristy Stine Assistant Director, Digital Engagement@christystine
What is social media listening?
It’s not social media analytics.
15
What is social media listening?
It’s a way of understanding what people are saying about us.
16
Where are conversations happening?
17
What are people saying?
18
What are people saying?
19
Where are conversations happening?
20
What can we do with this information?
21
Find influencers, share trending content, and participate in high exposure conversations
What can we do with this information?
22
Create new content based on our audience’s interests
What can we do with this information?
23
Understand what students are saying on Twitter
What can we do with this information?
24
Competitive Analysis
Using Social Listening across HBS
25
Case Study - Gender Initiative
26
17,024 social media posts
May - August 2015
Case Study - Gender Initiative
27
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
28
Case Study - Gender Initiative
29
Bus
ines
s In
side
r
Who were the most influential authors on Twitter?
Case Study - Gender Initiative
30
Who shared the story?
Case Study - Gender Initiative
31
Did men and women share different content?Written by Men• More emphasis on HBS• More mentions of husbands and partners
Case Study - Gender Initiative
32
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
33
Free
• Use search streams in your social media management tool (Hootsuite, Spredfast)
• Social Mention
• Mention
• Topsy
• Klout
Paid
• Crimson Hexagon
• Brandwatch
• Simply Measured (they have some free reports too)
The Long and Short of Writing for the Web: Nilagia McCoy, Shorenstein Center
A Day in the Life of a Digital Strategist
#DigStrat
The long and short of writing for the Web
Nilagia McCoy | Communications ManagerShorenstein Center on Media, Politics and Public Policy
37
How to:• Structure task-oriented pages (short)• Structure long, dense content (long)• Improve the writing on your website
38
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/
40
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
41
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
42
43
Make processes clear and use calls to action
44
45
46
Longform content• Types of pages:
• Research • Reports and papers• News articles
Goals:• Promote the work of your organization• Keep people engaged
47
48
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
49
50
51
52
53
54Desktop Mobile
Writing tips
56
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
58
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?
59
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
60
61
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
62
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.
63
64
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
Thank you
The Daily Grind of Email: Gretchen Weber and Dan Jones, Berkman Center
A Day in the Life of a Digital Strategist
#DigStrat
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
year
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
Migrating was easy
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?
.8%
5% 8%
Join our Listsbrk.mn/mail
Follow us@berkmancenter
Email [email protected]@cyber.law.harvard.edu
Thank You!
Instagram and Snapchat: Tips and Tricks for Management, Victoria Marzilli, Harvard College Admissions and Financial Aid
A Day in the Life of a Digital Strategist
#DigStrat
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
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
A Day in the Life of a Digital Strategist
#DigStrat
Up Next: Team Collaboration
A Day in the Life of a Digital Strategist
#DigStrat
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.
A Day in the Life of a Digital Strategist
#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
$5900
• 2,048,657 impressions• 838,890 engagements
• Not to mention a growth in page likes, expansion of reach
A Day in the Life of a Digital Strategist
#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
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
155 PRESENTATION BY: JAY SHEMENSKI
DIGITAL TASKS
COLLABORATION
ANALYTICS
LISTENING
PRODUCTION
INSIGHTS
LEARNING
ORGANIZATION
COORDINATION
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
156 PRESENTATION BY: JAY SHEMENSKI
Drag & Drop pictureHOW TO KEEP IT ALL UNDER CONTROL?
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
157 PRESENTATION BY: JAY SHEMENSKI
STREAMLINE collaboration & tasks
AUTOMATE data & listening
FOCUS ON production, insight, & learning
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
158 PRESENTATION BY: JAY SHEMENSKI
COLLABORATION AND TASKS
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
159 PRESENTATION BY: JAY SHEMENSKI
SLACK
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
160 PRESENTATION BY: JAY SHEMENSKI
ASANA
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
161 PRESENTATION BY: JAY SHEMENSKI
ANY. DO
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
162 PRESENTATION BY: JAY SHEMENSKI
DATA AND LISTENING
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
163 PRESENTATION BY: JAY SHEMENSKI
CHARTBEAT
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
164 PRESENTATION BY: JAY SHEMENSKI
CHARTBEAT
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
165 PRESENTATION BY: JAY SHEMENSKI
BUZZSUMO
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
166 PRESENTATION BY: JAY SHEMENSKI
GOOGLE ANALYTICS ALERTS
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
167 PRESENTATION BY: JAY SHEMENSKI
GOOGLE TRENDS ALERTS
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
168 PRESENTATION BY: JAY SHEMENSKI
GOOGLE NEWS ALERTS
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
169 PRESENTATION BY: JAY SHEMENSKI
CYFE
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
170 PRESENTATION BY: JAY SHEMENSKI
SIMPLY MEASURED
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
171 PRESENTATION BY: JAY SHEMENSKI
SIMPLY MEASURED
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
172 PRESENTATION BY: JAY SHEMENSKI
ICONOSQUARE BRAND INDEX
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
173 PRESENTATION BY: JAY SHEMENSKI
KLOUTEXTENSION
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
174 PRESENTATION BY: JAY SHEMENSKI
COMMUN.IT
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
175 PRESENTATION BY: JAY SHEMENSKI
PRODUCTION
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
176 PRESENTATION BY: JAY SHEMENSKI
HOOTSUITE
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
177 PRESENTATION BY: JAY SHEMENSKI
EFFINAMAZING
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
178 PRESENTATION BY: JAY SHEMENSKI
BUFFEREXTENSION
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
179 PRESENTATION BY: JAY SHEMENSKI
GIPHY EXTENSION
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
180 PRESENTATION BY: JAY SHEMENSKI
GIPHY GIF MAKER
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
181 PRESENTATION BY: JAY SHEMENSKI
SPROUT SOCIAL LANDSCAPE
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
182 PRESENTATION BY: JAY SHEMENSKI
AWESOME SCREENSHOT EXTENSION
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
183 PRESENTATION BY: JAY SHEMENSKI
CANVA
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
184 PRESENTATION BY: JAY SHEMENSKI
FREE QUALITY IMAGE RESOURCES
• Unsplash• Stocksnap.io• Pexels• Negative Space• Life of Pix
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
185 PRESENTATION BY: JAY SHEMENSKI
HEMINGWAY APPPICTURE
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
186 PRESENTATION BY: JAY SHEMENSKI
LEARNING
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
187 PRESENTATION BY: JAY SHEMENSKI
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
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
188 PRESENTATION BY: JAY SHEMENSKI
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
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
189 PRESENTATION BY: JAY SHEMENSKI
POCKETPICTURE
BROWSER AND WORK HACKS FOR THE DIGITAL PRO
190 PRESENTATION BY: JAY SHEMENSKI
HiReach out, I’d love tohear from you.
JAY SHEMENSKIDigital Manager / HMS@[email protected]
Break 2:00 - 2:15pm
A Day in the Life of a Digital Strategist
#DigStrat
Up Next: Building a Data Landscape
A Day in the Life of a Digital Strategist
#DigStrat
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
Dark
Light
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
C
R
A
P
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
Dark
Light
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?
★ Where is the data stored?
★ How was it collected?
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:
✓ What are the business
objectives?
✓ How can data support
them?
★ Where is the data stored?
★ How was it collected?
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:
✓ What are the business
objectives?
✓ How can data support
them?
✓ Where is the data stored?
★ How was it collected?
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
used
The graph
Dark
Light
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
trending content reports
Litmus: email preview testing
Data points we look at
The next frontierWhat’s next for HPAC analytics
Today’s graph...
Dark
Light
Far Near
...becomes tomorrow’s strategy We added “report
builder” to our Chartbeat account which gives us access to our account history and gives us a greater understanding of the dataChartbeat API will give better access to the data and will allow us to integrate this tool with others like Google Analytics
Room for improvementInvestigate Quality of Stats
● What affects the quality of information per platform?
● Bogus accounts in Silverpop (or Spam filters) that click on all links
● Users who delete cookies appear as “new” users in Google Analytics
● Compare stats across platforms when able to verify
● Clicks in Silverpop become Sessions in Google Analytics
● What effect if any does sampling have?
What we wish we could doNew data sources
● email: inbound tracking/volume/qualitative● social: instagram, snapchat● MTS/Live stream
Data warehousing and integrated analytics
● automation and API integration● one-stop source for reporting● big data analysis tools● predictive analytics
Reporting and dashboards● quicker and more automated reporting ● transparency ● evangelism
Questions?
Y’all been swell.
A Day in the Life of a Digital Strategist
#DigStrat
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