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

socialmedia@uws.edu.au