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Harvard University Dining Services & Social Media
 

Harvard University Dining Services & Social Media

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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 ...

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.

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    Harvard University Dining Services & Social Media Harvard University Dining Services & Social Media Presentation 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 Marketing
      Trying 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 2008
      Students 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
    • Facebook
    • Twitter.com/harvarddhall
    • Twitter.com/HUDSInfo
    • Next Steps
      Apps?
      Building followers
      Finding “traction” based on a meeting of audience, media platforms, and messages