SOCIAL MEDIA University of Western Sydney 23 September 2013

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 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 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 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/UniversityofWesternSydneytwitter.com/UWSNews Instagram.com/UniversityofWesternSydney youtube.com/UniWesternSydney ,013 page likes 4,648 followers 517 followers 574 subscribers 4,132 followers 45,207 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 Students Alumni Prospective Students UWS Culture & Community Campus Life Student/Alumni Achievements Thought Leadership Humour Who are we talking to?

› Facebook page demographics 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.

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