USYD Welcome Week
Transcript: USYD Social Media Campaign By Dragon Warriors: Ziyi Lu, Wenxuan Kong, Lucy Xu Welcome Week Use novel social media strategies to encourage student participation of academic-related events during USYD Welcome Week AIM AIM AUDIENCE USYD students Academic faculty members Industry professionals AUDIENCE KEY MESSAGE Academic events not only provide an informative session on university life, but an early opportunity to connect with industry leaders Key Message 1. Project enhanced value of these events 2. Improved accessibility in terms of getting there 3. Meaningful engagement and interaction from the audiences during the events 20% OBJECTIVES OBJECTIVES SOCIAL MEDIA CONCEPT & STRUCTURE SOCIAL MEDIA CONCEPT & STRUCTURE Rationale Target young people Recreational, trendy Strategies 1. Profile posts on industry professionals and alumni Cultural capital (Bourdieu, 1986) 2. Dogs at USYD profiles Nano Digital Influencer (Huntchingson, 2017) Social Capital (Bourdieu, 1986) Intersection with audience Live sharing of doggie selfie #followme Instagram Obtained from https://www.instagram.com/echo_the_bordercollie/ Intersect with Audience Geography Targeting connection Theory &Strategy Produsage (Herman, 2014) Citizen Journalism (Dwyer & Martin, 2017) Taking pics of dog-walking + followers + location sharing #buttsonseats & #followme + live tweeting Cultural Intermediaries (Hutchinson, 2017) Agency collaborations (Hutchinson, 2017) engaging with university journalists (Honi Soit, Sydney Ideas ......) Rationale Valuable platform for breaking news Target Audience's Communication Behavior Real-time communication Twitter Facebook Intersect with Audience Interest targeting connection Strategy & Theory Create relevant events based on Academic Workshop & First step to Career. Peer sharing @ Share their own feeling, set a discussion on their future and career & how to be professional. (Produsage) Rationale Focus on private relationship One of the most used communication platforms (Kaya & Bisen, 2016) Target Audience's Communication Behavior People use Facebook as a communication tool as instant communication is very important What people say about us References What people say about us Our target audience are primarily students from University of Sydney; with the main focus on those who just graduated from high school. They are mainly in the 16-23 age group, and consist of both domestic and international students. Their main form of communication style is via social media, especially for interacting with friends as opposed to academic-related purposes (Gallardo-Echenique, Bullen & Marqués-Molías, 2016). As a student in the Australian context, my main sources of social media platforms with my peers include: Facebook, Instagram, WeChat, Snapchat, WeChat. In contrast, Twitter and LinkedIn are more orientated towards industry professionals, academic members. Couldry (2013) suggests that social media has become the centre of our everyday routines and people adapt their social and cultural processes around it through our habits. The kinds of behaviours include taking selfies, posting food pictures (Sensis, 2018). According to Sensis (2018), for 18-29 years old, they spend average amount of 6hrs time online on social media. It is evident that social media has caught the majority of university students’ attention on a daily basis. What people say about us What people say about us