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.

1. HUDS & Social Media

2. HUDS is . . . Residential Dining for undergraduates and 2 graduate programs Retail Dining (11 locations) Catering Card Services Food Literacy Project Foodservice planning

3. 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

4. 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

5. Harvarddining.blogspot.com

6. Expanding Social Media Goals: Message control Transparency Responsiveness Sales Loyalty and engagement Community

7. Facebook

8. Twitter.com/harvarddhall

9. Twitter.com/HUDSInfo

10. Next Steps Apps? Building followers Finding “traction” based on a meeting of audience, media platforms, and messages