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Reboot: Developing a Drupal Solution for Harvard.edu

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Reboot: Developing a Drupal Solution for Harvard.edu

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This presentation provided some helpful content about technical approach and context about how HPAC organized the business end to execute this web project. Capturing the business goals remains the critical first step; requirements provide an important starting point but must also retain the flexibility to deliver on the underlying business goals.

This presentation provided some helpful content about technical approach and context about how HPAC organized the business end to execute this web project. Capturing the business goals remains the critical first step; requirements provide an important starting point but must also retain the flexibility to deliver on the underlying business goals.

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Reboot: Developing a Drupal Solution for Harvard.edu

  1. 1. Reboot: Developing a Drupal Solution for Harvard.edu Presented at ABCD - CMS HPAC Digital Communications digitalcomms@harvard.edu | October 19, 2011
  2. 2. 5 Source: xkcd.com/773
  3. 3. harvard.edu = part of an overall internet strategy including: destination, outbound and outpost 9
  4. 4. social results Platform Launch Overall Results Specific Wins Facebook May 2009 •  From 0 to 870,000 fans •  Considered leading integration by peers and agencies alike •  Weekly total reach of ~850K •  Among the first University news •  Two points of integration with Gazette sites to integrate Facebook open (recommend, activity) graph Twitter May 2009 •  From 0 to 76,000 followers •  Considered leading integration by Image goes herealike peers and agencies •  Innovative new algorithm tracks best times for send tweets •  First University hashtag #harvard10 offered unified view of •  Use of hashtags gets Harvard in the Commencement conversation for popular topics YouTube August 2009 •  From 0 to 33,000 subscribers •  Steady growth since digital EDU dissemination hire •  6,700,000 total video views •  Sandel’s Justice as first proof point of benefit outweighing brand risk Foursquare October 2009 •  From 0 to 51,000 friends •  Media lift as first university to adopt a location based service •  Top check-ins at Coop, Harvard bookstore, John Harvard statue Johnston Gate, and Widener Library iTunes U April 2010 •  From 0 to 500,000 downloads/month •  Media lift despite late entry •  Hundreds of assets both from HPAC and •  Big collaboration wins by getting feeds pulled in from Schools and Centers coverage on iTunes U (HKS/JFK50, 11 SEAS/Science & Cooking)
  5. 5. user experience
  6. 6. acknowledging that search and social are increasingly the primary means for information discovery
  7. 7. 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%) 180000 160000 140000 120000 100000 Sep-10 80000 Sep-11 60000 40000 20000 0 Search Social * 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.
  8. 8. influence control
  9. 9. discoverability
  10. 10. For example, finding Harvard s asthma research requires clicking through 5 pages of Google search results 17
  11. 11. aggregation + syndication = amplification
  12. 12. What we knew we needed 1.  Defined business goals 2.  A detailed list of requirements 3.  A CMS that met those requirements 4.  Really, that’s it.
  13. 13. I showed it It doesn’t to my son, speak to me Let’s take it and … back to the committee Can the pictures It has to move? “pop” Is that the right crimson? Can it be cleaner? Make the logo bigger
  14. 14. context & objectives measurement & iteration
  15. 15. context & objectives requirements & build
  16. 16. Analytics insights. Not “data puke.”
  17. 17. Who’s coming?
  18. 18. What are they using?
  19. 19. How do they get here?
  20. 20. What are they doing?
  21. 21. 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]);">
  22. 22. 1.  Defined business goals 2.  A detailed list of learning iteration requirements 3.  A CMS that met those requirements communication
  23. 23. Thank you. digitalcomms@harvard.edu | October 19, 2011

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