SOCIAL MEDIA University of Western Sydney 23 September 2013.
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Transcript of SOCIAL MEDIA University of Western Sydney 23 September 2013.
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SOCIAL MEDIA
University of Western Sydney
23 September 2013
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Social Media in Australia
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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
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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.
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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.
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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.
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UWS and Social Media
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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
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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
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› 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
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Our Audience
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Current Student
s
Alumni
Prospective StudentsUWS
Culture & Community
Campus LifeStudent/Alumni Achievements
Thought Leadership
Humour
Who are we talking to?
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› Facebook page demographics18-24 year olds are our primary audience
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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
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Content Planning & Creation
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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
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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)
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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
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Tone of Voice
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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
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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
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Listen, Learn, Optimise
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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
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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
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Join the Conversation
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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