FUTURE GROWTH OPPORTUNTIES - TIKTOK: FACULTY SOCIAL PLAN
MARKET INTELLIGENCE ‘PERSONA’ BREADOWN AND PROJECT OUTLINE ‘FIONA’ The Focused
• Use more case studies (as Fiona is interested in what other students have to say about the institution) • Not making communication too formal • Campus Shots (show she’ll be living in a lovely, vibrant place) • Case studies (Oliver is also interested in the views of other students) • Focus on year in industry • Push content through YouTube
Recommended activity: • Promoting Swansea as a location and Swansea student life through the perspective of the students, rather than the more scripted approach we currently take. Students who use the app often are more aware of viral trends that can be used to do this without being obviously promotional, like this. • #WelshTok, is a massive opportunity on TikTok currently and has gained a huge following within the American/European audiences which we can utilise to promote our Welsh department. Example 1 and example 2. • I would recommend sourcing two digital ambassadors from each School within the faculty – as outlined below – to showcase our portfolio, student opportunities and diversity in Swansea. » SoM – x2 ambassadors, x1 national and x1 international (India would be the preferred market based on the audit demographic data). » SoL – x2 ambassadors, x1 national and x1 international (Canada would be the preferred market based on the audit demographic data). » SoCC – x2 ambassadors, x1 national and x1 international (USA would be the preferred market based on the audit demographic data). » SoSS – x2 ambassadors, x1 national and x1 international (TBD with the Internationalisation team for preferred market).
‘OLIVER’ The Open Minded
‘HENRY’ The Happy UG
• Facebook is a preferred platform • Academic staff content as well
‘KATE’ The Quality Seeker
• Also prefers Facebook for content • Improve view of Swansea with campus and area shots. • Uses LinkedIn in a professional capacity • Uses Facebook • Push student-led content for course specific content
‘MAYA’ The Mature Student
CONTENT TYPE Campus Shots
Student Life Content Business Promotions UG Course Promotion PG Course Promotion Exec Ed Promotion Research Promotion Announcements Brand Awareness Student Opportunities Society Promotion / Posts Student News
GOALS FOR EACH CURRENT PLATFORM:
TWITTER • Increasing brand awareness • Generating PG leads • Increasing traffic to website • Promotion
• Increasing brand awareness • Building student
• Increasing brand awareness • Increasing traffic to website • Sharing good
• Increasing brand awareness • Sharing good news with stakeholders (Research
community to increase engagement
news (Research community and student stories)
• Growing audience
community and student stories)
Event Promotion Student Support
SOCIAL PLATFORM SEGMENTATION: Based on the research that the Marketing Intelligence Department have done on audience ‘personas’ we will be segmenting our social platforms based on the data provided. This will mean that specific content will be created for each platform as shown below to optimise effectiveness and return on investment.
UG Webinar / VOD PG Webinar /VOD
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