BRAND-BUILDING IN A BOWTIE

A Presidential Perspective

P R OF E S S OR S A NT A J . ONO, P R E S I D E NT A ND V I C E - C HA NC E L LOR

2

ABOUT ME

McGill University

Harvard University

University of Chicago

University of Cincinnati

Emory University

Harvard University

Education

Class of 1991·PhD ·Experimental Medicine

Helen Hay Whitney Fellow

Class of 1984 ·BA ·Biological Sciences

Previous Work

President, Sr.Vice President for Academic Affairs & University

Provost

Sr.Vice Provost for Undergraduate Education &Academic Affairs

Associate Professor,Harvard Medical School

Research Focus Immune system, eye inflammation and age-

related macular degeneration

3

SOCIAL SANTA

4

CONNECTOR-IN-CHIEF

“… communicator, coach, problem solver. While others in your organization

can also fill those roles, there’s one critical job only a CEO can do: link the

outside world (society, economy, technology, customers) with the inside

world (your organization).”

- Procter & Gamble Chairman A.G. Lafley (2009)

5

CONNECTOR-IN-CHIEF

FACULTYALUMNI

DONORS STUDENTS

STAFFPARENTS

PRESIDENT

LOCALGOVERNMENT

PROV.GOVERNMENT

FEDERALGOVERNMENT

PREMIERPROSPECTIVE

FACULTYPROSPECTIVE

STUDENTS

INDIGENOUSPEOPLES

LOCALBUSINESSES

PARENTS OFPROSPECTIVE

STUDENTS

6

7

SOCIAL MEDIA USE BY AGE GROUP (%)

8

SOCIAL MEDIA IN HIGHER EDUCATION

9

SNAPSHOT: UNIVERSITY LEADERS & SOCIAL MEDIA

• Facebook accounts: 58%

• Twitter: 55%

• Blogs: 35%

10

CHALLENGES

• PERSONAL VS PROFESSIONAL

- who are you speaking for?

• VULNERABILITY

- easy access to complaints

• LOSS OF ANONYMITY

- life is now very public

• VANDALISM

- vulnerable to attacks, parody

11

PERSONAL VS PROFESSIONAL

12

13

VULNERABILITY

14

LOSS OF ANONYMITY

15

VANDALISM

16

POSITIVES

COMMUNITY ENGAGEMENT

- ability to connect with many different constituents

BUILDING EXCITEMENT

- impact on enrolment, engagement, pride in UBC

DIALOGUE

- discussing issues

17

ENGAGEMENT

18

ENGAGEMENT

19

BUILDING EXCITEMENT

20

DIALOGUE

21

22

23

24

25

26

27

28

29

30

PRESIDENT’S PODCAST SERIES

NEW PODCAST EVERY MONTH

with Santa Ono and Jennifer Gardy

www.blueandgoldcast .ca

Subscr ibe Now

31

BUILDING BRAND AND COMMUNITY

“There’s an amazing difference between building an AUDIENCE and building a COMMUNITY. An

audience will watch you fall on a sword. A community will fall on a sword for you.”

- Chris Brogan, Trust Agents

32

AUTHENTIC LEADERSHIP

• To thine own self be true.

• Bringing our true selves into our leadership role.

33

AUTHENTIC INSTITUTIONAL BRAND

• To thine own institution be true.

• Defining the authentic attributes and offerings of your

institution.

34

UBC BRAND WHEEL

35

@ubcprez

presidents.office@ubc.ca

http://www.president.ubc.ca