Florida Down UnderSocial Media Strategy

By: Mikayla Mott2/19/16

Table of Contents1. Executive Summary2. Social Media Audit3. Social Media Objectives4. Online Brand Persona and Voice5. Strategies and Tools6. Timing and Key Dates7. Social Media Roles and Responsibilities8. Social Media Policy9. Critical Response Plane10. Measurement and Reporting Results

Executive SummaryOur major social media priorities for 2016 are to increase number of applicants for our 2016 program. The application deadline is March 1, 2016. For the rest of the year we will focus on engaging prospective students on our social media channels – Facebook, Instagram and Twitter.

The primary focus will be on directing students from our social media accounts to the application page via links, and engaging students with interesting content about our program.

Two major social strategies that will support this:

1. Increasing the amount of content published on our social media pages.

2. Create content that requests audience engagement.

Social Media AuditThe following is an audit of Florida Down Under’s social media presence to date

Social Media Assessment – as of Feb. 10th, 2016

At the present time, the highest amount of audience engagement has been coming from the Facebook page. There has been very limited action on Twitter, but this is likely because the Twitter page is fairly inactive, and there has been little action in Instagram because the account was just started.

Social URL Followers Average Weekly Activity

Average Engagement Rate

Twitter https://twitter.com/FloridaDwnUnder

43 O posts per week ??

Facebook https://www.facebook.com/FloridaDownUnder/

187 1 post per week 46%

Instagram https://www.instagram.com/floridadownunder/

23 0 posts per week 0%

Social Media AuditAudience Demographics Assessment

Competitor Assessment

Age

Gender

Primary Social Netwok

Secondary Social Network

Primary Need

92% 17-268% 27+

70% female30% male

60% Facebook20% Instagram20% Twitter

20% Facebook40% Twitter40% Instagram

Entertainment, communication, news

Competitor

Social Strengths Weaknesses

College of Journalism

@CJCAbroad Good social media practices

Not as many pictures to capture attention

College of Business

@BusinessAbroad Long history of running the program. Internship opportunities

Nothing adventurous, limited hands-on learning, classroom environment

Social Media ObjectivesFor February of 2016, our primary focus will be to drive students of the University of Florida to submit applications for our 2016 program. We will then shift our focus to engaging those students and interacting with them on our social platforms. This will encourage mentions and hopefully increase followers across al platforms, making it more likely for a larger number of students to apply for next years program.Some specific objectives include

1. Increase number of submitted applications by 50% by March 12. Increase audience engagement on social platforms by 15% by May 13. Reach 200 Instagram followers by May 1

KPIs1. Number of followers on Instagram, Twitter and Facebook2. Number of engagements (likes, comments, retweets, shares) on social media3. Number of submitted applications and pending applications

Social Media ObjectivesKey Messages

1. The most active and immersed study abroad program at UF.

2. The study abroad program that is involved in the most diverse activities while abroad.

3. The most difficult yet most rewarding study abroad program at UF.

Online Brand Persona and Voice

Adjectives that describe our brand

1. Adventurous

2. Active

3. Educational

4. Rewarding

5. Fun

When interacting with customers we are

1. Informative

2. Helpful

3. Knowedgeable

Strategies and Tools Media

Paid – We will not have any paid media Owned – Use the hashtag #FloridaDownUnder in all tweets and Instagram

posts to make it easy to search our posts and the posts of others who are talking about us. Implement a #GlobalGatorsNow hashtag with weekly reposts of past students who have attended our program. We would repost the picture with a short bio on what the student is doing now. Mention a UF run Twitter account at least once a day on Twitter, tag the UF International center on all Instagram posts and post daily on Facebook.

Earned – Monitor Instagram and Twitter for the #FloridaDownUnder and #GlobalGatorsNow hashtag, and engage with audiences who are talking about our program. Also monitor Twitter and Instagram for news happening in Australia, Fiji or New Zealand. Look for companies or organizations in Australia, New Zealand or Fiji on social platforms and interact and engage with them.

Tools Tweetdeck Canva

Timing and Key Dates Times

Australia Day Earth Day

Dates Application deadline due date General information session date Date full payment is due Departure date Study Abroad Center events Pre-departure meetings

Social Media Roles and Responsibilities

Marketing Director – Hannah Strange In charge of marketing the program to schools across the

world, primarily in the U.S. and Great Britain

Social Media Director – Mikayla Mott In charge of Florida Down Under social media accounts. These

are targeted toward UF students interested in the study abroad programs through AUIP

Program Leader – Heather Gibson Plan, recruit and lead the UF in Australia and UF in Fiji

programs. Prepare students for departure and travel with them.

Social Media Policy There are not many social media requirements or restrictions

when promoting the Florida Down Under programs. However, there a few that we must follow: No alcoholic beverages or reference to alcohol on any social

platforms No mention or reference to any life threatening or dangerous

activities such as bungee jumping, sky diving, etc.

Critical Response Plan Situation One: Content posted on social platform involving

alcohol or life-threatening activities. Action Plan: On Facebook and Instagram, remove post

immediately. Right now, our reach is not far enough and our audience is not big enough that people would see it if it was caught within the first half hour or so. On Twitter, it might be better to remove the Tweet, but Tweet something humorous or light-hearted addressing it.

Situation Two: Threatening event occurs in Australia that deters students from applying Immediately post on social platforms informing followers of

the event Double post frequency ensuring followers of their safety while

on this program.

Measuring and ReportingWebsite Traffic Sources Assessment

Source Volume % of Overall Traffic

Conversion Rate

Twitter 16 unique visits

15% 2.8%

Facebook 32 unique visits

46% 1.3%

Instagram 11 unique visits

7% .6%

Measuring and ReportingSocial Network Data

Social Network

URL Follower Count

Average Weekly Activity

Engagement Rate

Twitter https://twitter.com/FloridaDwnUnder

45 21 posts per week

10%

Facebook https://www.facebook.com/FloridaDownUnder/?ref=aymt_homepage_panel

194 7 posts per week

16%

Instagram https://www.instagram.com/floridadownunder/

26 12 posts per week

5%

Measuring and Reporting Our Facebook page likes have grown by 12 within the last week

and we are getting more engagement on our posts.

Our Twitter following has increased by 2 and we are around the same with engagement rates

Our Instagram following has grown by 3 but it seems that our engagement is decreasing.

Proposed Action Items: implement the #GlobalGatordNow hashtag and tailor posts to request audience engagement