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USYD Welcome Week
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USYD
Welcome Week
Social Media Campaign
By Dragon Warriors: Ziyi Lu, Wenxuan Kong, Lucy Xu
AIM
AIM
Use novel social media strategies to encourage student participation of academic-related events during USYD Welcome Week
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
OBJECTIVES
OBJECTIVES
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%
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
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
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.