BDI 1/13/10 Social Integration Conference - Harvard Business School Case Study

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Case Study: Social Media makes the grade at Harvard Business School
Presented by: Brian Kenny, Chief Marketing and Communications Officer, Harvard Business School

Published in: Education, Career
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BDI 1/13/10 Social Integration Conference - Harvard Business School Case Study

  1. Social Media Makes the Grade at HBS Brian Kenny, Chief Marketing and Communications Officer Harvard Business School January 13, 2010 Copyright © President & Fellows of Harvard College.
  2. “Harvard Business School reminds me of. . .” “ . . .Mahogany and Taxidermy” Harvard Club of New York
  3. Harvard Business School • 100 Years • 850 Staff • 13,000 Exec Ed  • 220 Faculty • 1,800 MBA  • 70,000 Alumni
  4. Communicating with multiple audiences • Prospective and current students, faculty and staff • HBS Alumni • The academy • The business community • Harvard University • Worldwide media
  5. Challenge of integration in decentralized environment Content Traditional Social Media Media Communities
  6. Perceptions of the HBS brand
  7. Current climate for business schools • Increased criticism — about business, MBAs, HBS and Harvard • Increased competition — among top tier and everyone else • Increased # of influences — perceptions being shaped by others  
  8. The shifting communications landscape How people are learning about us
  9. The Social Media Imperative • Embrace behavioral shift • Harness viral marketing opportunities • Leverage third party advocates • Build sustainable communities • Enhance, monitor and protect the HBS brand
  10. Guiding Principle – Technology is not social. People are. SOCIOLOGY What do people do online? TECHNOLOGY STRATEGY How do we execute? How do we engage them? © 2009 Mikołaj Jan Piskorski
  11. Strategy – Go where the people already are.
  12. Harvard Business School Social Media Footprint
  13. HBS blogging/microblogging
  14. Ready-made blogging platform with tremendous reach
  15. HBS on YouTube and (soon) I Tunes U.
  16. HBS on Linked In – 3 Communities, 15,000+ members
  17. HBS on Facebook – 40,000+ fans
  18. HBS on Twitter – 6 Official feeds, 55,000+ followers
  19. Leveraging social media to promote faculty work
  20. Compelling outreach to prospective students
  21. Relinquishing control of the brand
  22. Relinquishing control of the brand
  23. Losing control of the brand
  24. Buzz versus Risk high student blogs BUZZ faculty blogs www.hbs.edu low low RISK high
  25. Key takeaways 1. Social Media is about engaging stakeholders in relevant and meaningful ways. 2. Technology is not social. People are. Know what your stakeholders are doing on line and let that drive your strategy and technology choices. 3. Go where the communities already exist rather than building your own. 4. Embrace the shift but pay attention to your brand in the social realm.

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