A U D I E N C E - C E N T R I C C O M M U N I C AT I O N S :T H E O RY + P R A C T I C E
A O / F O FA L L M E E T I N G 11 . 8 . 1 7 N AT E N I C K E R S O N , V I C E P R E S I D E N T F O R C O M M U N I C AT I O N S
THEORY
P R E S I D E N T R E I F ’ S C H A R G E T O T H E O F F I C E O F C O M M U N I C AT I O N S
Make MIT known for making a better world through education, research, and innovation.
A U D I E N C E S A S O B S E S S I O N
Let’s start with the basics:Prospective Undergraduate and Graduate Students
Alumni
Campus Community
Educated + Influential Public Globally
M E E T I N G T H E M W H E R E T H E Y A R E
Alter the sentiment and behavior of our core audiences by offering excellent engagement in all three dimensions of their experience of MIT:
★ “Broadcast” content
★ Websites
★ The visitor experience
W E M A K E E X P E R I E N C E S
We seek to give our audiences:
★ Clear and consistently used messaging
★ Utility
★ Creative products that reveal our culture
T O M O V E T H E N E E D L E
★ Making a better world.
★ Graduating leaders.
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★ Welcoming to all.
★ Welcoming to women.
★ Good blend of science and humanities.
Richer inside
More powerful outside
U T I L I T Y B R I N G S L O V E
Let’s make sure:Our most important websites are serving our audiences’ most important needs
Our email is useful
Our visitor experience is useful
Our broadcast content (news, video) is useful
S T U D I E D C R E AT I V I T Y D O E S , T O O
Let’s make:Content meant for busy people using mobile devices
Websites that anticipate needs and are also emotionally resonant
A highly inspiring visitor experience
PRACTICE
L E T ’ S S E E W H AT T H E Y S E E
H O W C A N W E H E L P Y O U ?
Intercept surveys to capture audience objectives + sentiments
A U D I E N C E B E H AV I O R M AT T E R S
Increased mobile traffic requires rethinking common “on-the-go” services.
S O C I A L + V I D E O , E X P L O D I N G
1 7 S E C O N D S C A N D O T H E T R I C K
A U D I E N C E - C E N T E R E D D E S I G N I S G O O D D E S I G N
C R E AT I V I T Y M I N U S G U E S S W O R K
O N R I G O R A N D WA R M T H . . .
C R E AT I V I T Y S H O W S W H O W E A R E
U T I L I T Y S H O W S R E S P E C T
AO/FO COMMUNITY:YOUR (VALUE) AD HERE
A O : O N TA L E N T
Are we hiring communications staff thoughtfully, and then making it feel like part of a winning team?
F O : O N S T E WA R D S H I P
How do we move away from paying dearly for chaos?
T H A N K Y O U .