reboot: developing a drupal solution for harvard.edu
DESCRIPTION
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.TRANSCRIPT
Reboot: Developing a Drupal Solution for Harvard.edu
Presented at ABCD - CMS
HPAC Digital Communications [email protected] | October 19, 2011
5 Source: xkcd.com/773
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harvard.edu = part of an overall internet strategy including: destination, outbound and outpost
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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
