How to transition from a physical to virtual center of knowledge?
︎Client | Bloomberg Center for Cities
︎Category | Communication
︎Type | Professional
︎Category | Communication
︎Type | Professional
Communication Design, Focus Groups, Use case analysis
︎
Why?
The Bloomberg Center for Cities is expanding.
The non-profit organization housed in the Harvard Kennedy School and Business School has supported over 1200+ mayors with the newest research and education on all things urban—government innovation, policy, change management, leadership, etc.
The new development of a communications department signals a shifting focus on dissemination of knowledge, creating global access through digital means. The building of Bloomberg’s virtual presence requires new communication products and strategies to reflect its values of innovation, integrity, and equitable access.
My role assists in the discovery phase of forming the vision and operations of this effort.
The non-profit organization housed in the Harvard Kennedy School and Business School has supported over 1200+ mayors with the newest research and education on all things urban—government innovation, policy, change management, leadership, etc.
The new development of a communications department signals a shifting focus on dissemination of knowledge, creating global access through digital means. The building of Bloomberg’s virtual presence requires new communication products and strategies to reflect its values of innovation, integrity, and equitable access.
My role assists in the discovery phase of forming the vision and operations of this effort.
︎
How?
Given an abstract position brief, I structured the 10 week project based on human-centered design and consulting processes. I further improved data analysis and insights visualization skills.
Research Process and Logic
The research process consisted of a back and forth between data collection and visualization for insights. The following research goals were set with corresponding actions taken.
Artifacts of Work in the Process
︎Positioning
Comparing size of following based on comparable centers, similar to creating a market share map for non-profit research institutions.
Center vs. Size of Following
Comparing size of following based on comparable centers, similar to creating a market share map for non-profit research institutions.
︎Mapping
Distribution of Bloomber’s Followers
Categorizing the types of Bloomberg’s followers to understand its circles of influence and reach. A key step to strategize on reaching the target audience—mayors.
︎Observing
Tracing the online interactions and retweet behaviours of Bloomberg followers to understand its impact on # of impressions and engagement with Bloomberg content.
Route of a Bloomberg Tweet
Tracing the online interactions and retweet behaviours of Bloomberg followers to understand its impact on # of impressions and engagement with Bloomberg content.
︎Focus Group & Interviews
Snippets from guided discussion with communication directors of affinity centers in Harvard, comparable centers (Rockefeller Foundation), and users (representative from the Mayor’s Office of Cambridge).
While the data provided the KPI for improvement, these discussions helped evaluate the operational viabilities for the recommendations.
︎
What?
A 24-page report was produced to present the research process and recommended actions. The report will shape social media workflows, website capabilities, and new mayor engagement events in the short and long-term.
