Harvard University Dining Services & Social Media
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Transcript of Harvard University Dining Services & Social Media
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