harvard university dining services & social media
DESCRIPTION
From the panel discussion "Where, Why, and How Harvard University Uses Social Media". Delivered by Crista, Director for Marketing and Communications at Harvard University Dining Services (HUDS), on November 18th, 2009 in Lamont Library, Forum Room.TRANSCRIPT
HUDS & Social Media
HUDS is . . .Residential Dining for undergraduates and 2
graduate programs
Retail Dining (11 locations)
Catering
Card Services
Food Literacy Project
Foodservice planning
Traditional MarketingTrying to reach a diverse audience
through as many channels as available, with consistent, pro-active messages
Targeting “customers”
Using: Print Point-of-purchase Web (static) Limited email
Menu Mutiny – Spring 2008Students talking via House lists about HUDS
Real-time, emotional, not tied back to HUDS
Within 1 week, small, solvable issues became major problems
Realized need to “be where students are” – social media
Harvarddining.blogspot.com
Expanding Social Media Goals:
Message control Transparency Responsiveness Sales Loyalty and engagement Community
Twitter.com/harvarddhall
Twitter.com/HUDSInfo
Next StepsApps?
Building followers
Finding “traction” based on a meeting of audience, media platforms, and messages