Reboot: Developing a Drupal Solution for Harvard.edu

Reboot: Developing a Drupal Solution for Harvard.edu

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HPAC Digital Communications digitalcomms@harvard.edu | October 19, 2011

5 Source: xkcd.com/773

9

harvard.edu = part of an overall internet strategy including: destination, outbound and outpost

11

social results

Image goes here

Platform Launch Overall Results Specific Wins

Facebook May 2009 •  From 0 to 870,000 fans

•  Weekly total reach of ~850K

•  Two points of integration with Gazette (recommend, activity)

•  Considered leading integration by peers and agencies alike

•  Among the first University news sites to integrate Facebook open graph

Twitter May 2009 •  From 0 to 76,000 followers

•  Innovative new algorithm tracks best times for send tweets

•  Use of hashtags gets Harvard in the conversation for popular topics

•  Considered leading integration by peers and agencies alike

•  First University hashtag #harvard10 offered unified view of Commencement

YouTube EDU

August 2009 •  From 0 to 33,000 subscribers

•  6,700,000 total video views

•  Steady growth since digital dissemination hire

•  Sandel’s Justice as first proof point of benefit outweighing brand risk

Foursquare October 2009 •  From 0 to 51,000 friends

•  Top check-ins at Coop, Harvard bookstore, John Harvard statue Johnston Gate, and Widener Library

•  Media lift as first university to adopt a location based service

iTunes U April 2010 •  From 0 to 500,000 downloads/month

•  Hundreds of assets both from HPAC and feeds pulled in from Schools and Centers

•  Media lift despite late entry

•  Big collaboration wins by getting coverage on iTunes U (HKS/JFK50, SEAS/Science & Cooking)

user experience

acknowledging that search and social are increasingly the primary means for information discovery

What: referral visits from search and social to the Harvard Gazette When: Sept 1-30, 2011 compared with the same period in 2010

Search: 46,153 to 67,187 (+45.57%) Social*: 39,696 to 155,198 (+290.97%)

* Social referral number is measured by an advanced segment in Google Analytics. Criteria include medium equals to “social” and sources matching linkedin\.com|foursquare\.com|blogspot\.com|wordpress\.com|youtube\.com|facebook\.com|twitter\.com|delicious\.com|digg\.com|flickr\.com|ning\.com|twitter\.com|blogger\.com|typepad\.com |reddit \.com|stumbleupon\.com|hootsuite\.com| wikipedia\.org|bit\.ly|ow\.ly|tinyurl|tumblr\.com, slashdot, tweet and popurl.

0

20000

40000

60000

80000

100000

120000

140000

160000

180000

Search Social

Sep-10

Sep-11

influence

control

discoverability

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For example, finding Harvard’s “asthma research” requires clicking through 5 pages of Google search results

aggregation + syndication

= amplification

What we knew we needed

2.  A detailed list of requirements

3.  A CMS that met those requirements

4.  Really, that’s it.

1.  Defined business goals

It doesn’t speak to me

Is that the right

crimson?

Make the logo bigger

Can it be cleaner?

It has to “pop”

Can the pictures move?

Let’s take it back to the committee

I showed it to my son,

and …

context & objectives

measurement & iteration

context & objectives

requirements & build

Analytics insights. Not “data puke.”

Who’s coming?

What are they using?

How do they get here?

What are they doing?

And how do we know?

<a href="http://news.harvard.edu/gazette/story/2011/10/harvard-375th-history-in-photographs/" onClick="_gaq.push(['_trackEvent', 'Feed25_video_HPA2', 'OffsiteClick', 'http://news.harvard.edu/gazette/story/2011/10/harvard-375th-history-in-photographs/', 4]);">

2.  A detailed list of requirements

3.  A CMS that met those requirements

1.  Defined business goals

iteration

communication

learning

Thank you.

digitalcomms@harvard.edu | October 19, 2011