social media university of western sydney 23 september 2013
TRANSCRIPT
SOCIAL MEDIA
University of Western Sydney
23 September 2013
Social Media in Australia
Social Media in Australia
65% of Aussies use Social Media
45% of those users login daily
and 17% of users log on to Social Media over five times a day
We’re on it at all times of the day
Source: Yellow Social Media Report, What Australian people and businesses are doing with social media, May 2013.
Developed in association with Australian Interactive Media Association.
And everywhere at home
Source: Yellow Social Media Report, What Australian people and businesses are doing with social media, May 2013.
Developed in association with Australian Interactive Media Association.
Mobile usage is on the rise!
Source: Yellow Social Media Report, What Australian people and businesses are doing with social media, May 2013.
Developed in association with Australian Interactive Media Association.
UWS and Social Media
Social Media at UWS: Vision
Our Social Media strategy will enable us to:
› Connect with its students on a deep and human level
› Provide tailored customer service and relevant information
› Receive real-time feedback
› Relate to students by optimising content based on reporting and insights
› Show prospective students the vibrant culture of UWS
Primary social media channels
facebook.com/UniversityofWesternSydney twitter.com/UWSNews
Instagram.com/UniversityofWesternSydney youtube.com/UniWesternSydney
www.linkedin.con/company/university-of-western-sydneywww.linkedin.com/edu/university-of-western-sydney
14,013 page likes
4,648 followers
517 followers
574 subscribers
4,132 followers45,207 followers
› Win over our audience of students, so that they engage with our content
› “Show off” the best of UWS teaching, learning and research, making all those with ties to the University proud
› Establish the core infrastructure for an University-wide social media network of communities
Build an engaging community of UWS students on social media
The Objective
Our Audience
Current Student
s
Alumni
Prospective StudentsUWS
Culture & Community
Campus LifeStudent/Alumni Achievements
Thought Leadership
Humour
Who are we talking to?
› Facebook page demographics18-24 year olds are our primary audience
What do our audience respond to?
On Facebook, photo posts are the most engaging, with each photo attracting an average of 28 Likes per photo since 1 July.
Photo Status Update Video Link Share0
5
10
15
20
25
30
Avg Likes Avg Comments Avg Shares
Content Planning & Creation
Content Mix› With so many brands in the marketplace, it’s difficult
to ensure your content reaches your audience
Images accompanied by a strong call to action will help ensure your fans see your post when scrolling through their newsfeed
Because of how Facebook displays posts, text-only posts are often seen by more people
This post was seen by 4,418 people
This post was seen by 1,949 people
Content pillars
Campus events (25%)
Campaigns(5%)
Around UWS
(20%)
UWS UGC(25%)
Current affairs(15%) Alumni
stories(10%)
(Percentages denote expected proportion of total content)
User Generated Content
› Build an environment in which your fans know to send in their pictures and videos and know they may be rewarded with a re-post
Tone of Voice
What’s a Tone of Voice?
› Defines how we interact with our audience on social channels
› Breathes life into the University by creating a blueprint for our writing
› Our tone is always underpinned by the UWS goals
UWS Tone of Voice
› Sparky – funny, sometimes witty, but always sincere
› Open – transparent, genuine, honest
› Fun – excited about the content, encouraging
engagement
› Knowledgeable – helpful campus guide, never
lecturing
› Youthful – peer to peer, relatable
Listen, Learn, Optimise
Reporting Objectives
› Identify key conversations happening online in relation to UWS, to drive social media content and learnings
› Determine the prevailing sentiment among users when discussing the University
Reporting Objectives
› Measure the performance of the University social platforms, particularly its Facebook page, in order to get deeper insights into published content
› To make key recommendations based on the insights to help drive audience engagement
Join the Conversation
Next steps
› This is the first phase of the strategy for social media at UWS
› It is important to get the core channels right first
› Longer term plan involves looking at a broader strategy for all our official UWS channels