Perry HewittNovember 12, 2013

5 ways digital strategy can drive excellence in collaborative content

Perry HewittNovember 12, 2013

5 ways digital strategy can drive excellence in collaborative content

a magic and

awesome

a magic and

awesome

Linkedin visualization

Communicate 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

a digital strategy in an environment of a growing

collaborative economy

photo credit: Daniel Oines

photo credit: Marissa McClellan

1.Assemble the right players and set digital-ready expectations

People who love it and are seen to eat the digital dog food

People who bring varied perspectives, earned from experience like …

photo credit: chb1848, Bob Mical

Linkedin network visualization

People who are committed communicators, not ping pong players

photo credit: Terrie

2.Go COPE, andaggregate + syndicate =amplify

3.Embrace the unsexy: over-invest in your admin UX

Design navigation and filtering/sorting options based on admin workflow/tasks

Build on existing CMS features where possible (here: Drupal views)

Create online help and surface it through the dashboard

Provide training to help admin users maximize existing CMS features. Example: these screen options can help organize the boxes on the edit page

4.Be relentless about measurement

Regular and anomalous web behavior

Mobile and tablet traffic rising

Every page is a home page

Social

Multimedia

https://college.harvard.edu/become-anything

Opens, clicks, transactions Text vs. photo vs. video vs. graphic Length vs. engagement

5.Deliver content in context powered by a shared editorial calendar

Content scheduled

per external calendar

Content scheduled per emerging events

1.Assemble the right players and set digital-ready expectations2.Go COPE, andaggregate + syndicate = amplify3.Embrace the unsexy: over-invest in your admin UX4.Be relentless about measurement5.Deliver content in context, powered by a shared editorial calendar

photo credit: fieldsbh

Still with me?

One final thought …Tell the story! Communicate the value of a digital strategy with specific proof points

http://news.harvard.edu/gazette/story/2013/05/through-the-eyes-of-a-graduate-harvard-commencement-2013/

Thank you.

@perryhewittperryhewitt.com

Selected Resources

Building high-performing digital teamshttp://blogs.hbr.org/2013/08/how-to-build-a-high-performing/

So, you want to write a digital strategy?http://www.smashingmagazine.com/2013/07/18/you-want-to-write-a-digital-strategy/

Slides: Mobile is eating the worldhttp://qz.com/145704/slides-mobile-is-eating-the-world/

Make your admin interface shinehttp://perryhewitt.com/5-ways-admin-interface-shine/

Resources related to the collaborative economyhttp://www.web-strategist.com/blog/category/collaborative-economy/