SOCIAL MEDIA PLAN

Presented by GROUP 1
MEMBER
Huynh Bich Chau

Dao Le Gia Han

Nghiem Dang Huyen Nhu

Huynh Thi Thanh Tuyen

RMIT 01 Media Overview
University
02 SWOT communication strategy of RMIT

03 Social media plan

04 4 zones of social media

Outline
 IG IDEA MESSA
B EY G

E
LET RMIT FEEL
DESIRE MAKES FUTURE
YOUR DESIRE
 RMIT University communication overview

01
Media
Overview
 RMIT University communication overview
The following are the data when conducting research overview of
communication of RMIT University and six public universities:

01
Media
Overview
 Share of voice
RMIT ranked 3rd out of 7 schools, including 28.071k out of 197.8k
mentioned out of all schools, accounting for 14.19% market share. In 2022,
the trend of discussion was highest in early October.

01
Media
Overview
Figure: Share of Voice
 Share of voice

Figure: Analyze when users mention the University

01
Media
Overview
 Statistics mentioned on the online media channel
RMIT University currently runs media on channels: Website, Facebook,
Youtube, Tiktok, Instagram, News,... which can see the Facebook
platform with the highest discussions accounted for 92.2% of the
28.071K references.

01
Media
Overview
Figure: Platform By Mentions
 Statistics mentioned on the online media channel

01
Media
Overview
 Statistics mentioned on the online media channel

  RMIT FPT Hutech Van Lang Hong Bang Hoa Sen UEF

Share Of
Voice
28.071 65.636 53.265 21.081 18.813 6.454 4.452

Platform by
Mentions
25.9K 63.7K 49.6K 20.7K 16.6K 4.7K 4K

Sentiment
by Mentions
0.097 0.29 0 0.22 0.06 0.77 -1

Share of Voice: RMIT University ranks 3rd out of 7 Universities. First place is FPT
University, second is Hutech University.
Platform by Mentions: Among platforms, Facebook is the most engaged and
discussed compared to other platforms.

01
Sentiment by Mentions:

Media Sentiment score =

(positive discussion – negative discussion)

Overview (positive discussion + negative discussion)

 02

SWOT
communication
strategy of RMIT
 Having the highest share of voice ranked 3rd in
7 universities (Hutech, Hoa Sen, FPT, UEF, Van
Lang, Hong Bang, RMIT)

S
High mentions on Facebook (3rd out of 7
schools)
Grasp the current emerging platforms and
focus on investing in content on the platform
that attracts the most target audience
(Facebook and Tiktok)
Having low negative mentions.
Unable to evenly distribute traffic to other
platforms such as website, instagram.
W
There is a team of media planners who are concerned

O
with the development of a media mix by considering a
budget-conscious program which is developed by
selecting between the objectives of the campaign and
the properties of the media which are required to be
utilized.
T
Cyber criminals are very persistent and the daily
numbers of cyber attacks show no sign of decreasing.
The latest reported attack on an Australian university
has disrupted the start of the semester at RMIT.
03
Social media plan

QR code
04
4 zones of social media

Social Social
Community Commerce

Social Social
Publishing Entertainment
 1. Social community is run in 4 stages:
attention, interest, desire and action.
2. Mainly focus on the desire phase.
3. Mainly focus on Facebook, Instagram,
Tiktok.
4. Time:
Attention: 1/1/2023 - 25/1/2023
Social Interest: 1/2/2023 - 14/02/2023
Community Desire: 27/2/2023 - 22/5/2023
Action: 24/5/2023 - 28/10/2023
 5. Content example:
DID YOU KNOW: COMMUNICATION INDUSTRY???
Do you love advertising, writing, social media interactions and want to
spread your creative ideas to everyone? So have you heard of the media
industry and understand the nature of the work and requirements of this
industry?
The Bachelor of Communication is a fairly "versatile" subject that can adapt
flexibly and thrive in many different fields such as:
Account Manager
Customer Service Manager
Copywriter/Content Creation
Digital Content Development Specialist
Media planner for government and NGOs
Social Media and Marketing Planning Specialist
Media Advisor/Speaker

Community Media Strategy/PR Specialist

Online/mobile/social media content producer
Basically, doing communication is strategizing to bring messages to
consumers through appropriate communication channels.
Creative startups: More and more RMIT alumni have created their own
businesses and companies in the rapidly growing media industry in Vietnam
and the region.
#RMITUniversity #RMITVietnam
 6. Benefit:
Attract students who are anxious, thinking
about choosing a major. Attract TA who want
to learn more about the field of communication
but do not understand the industry and when
they get a bachelor's degree in communication,
what can they do?

Social
Community
 1. Social publishing is run in 4 stages:
attention, interest, desire and action.
2. Mainly focus on the desire phase.
3. Mainly focus on Youtube, Tiktok and
Spotify.
4. Time:
Attention: 1/1/2023 - 27/2/2023
Social Interest: 19/2/2023 - 25/2/2023
Publishing Desire: 25/3/2023 - 8/6/2023
Action: September - October/2023
 5. Activities:
Attention
Long video: Interview

Social
Publishing
 5. Activities:
Attention
Long video: series video interviews
with students about Tet in January

Social
Publishing
 5. Activities:
Interest
Long video: daily vlog

Social
Publishing
 5. Activities:
Interest
Podcast: Your time to shine

Social
Publishing
Opening podcast for spotify channel
"rmit and future students".
Share playlists music
 5. Activities:
Desire
Long video: daily vlog

Social
Publishing
 5. Activities:
Desire
Podcast: About study at university

Social
Publishing
Get idea from Vietcetera Podcast. podcast series
of RMIT & FUTURE STUDENT will revolve around the
topics of study, student experience, industry,... and
each episode will have different guests.
 5. Activities:
Action
Ads: time run ads Youtube to boost
CTR

Social
Publishing
 1. Social commerce is run in 3 stages:
attention, interest and action.

2. Mainly focus on selling stationery items

such as pens, notebooks,... .

3. Mainly focus on selling on RMIT app,

Tiktok shop and posting PR articles on FB,
IG, Tiktok (short clip).
Social
4. Time:
Commerce Attention: 2 - 7/1/2023
Interest: 17 - 18/2/2023
Action: 30/09/2023 - 15/10/2023
 5. Content example:
Helloooooo, Black Spider tells you: RMIT has released a very
cool Back to school collection 😆😆

Celebrating an energetic school season, RMIT launches a

BACK TO SCHOOL collection featuring the following lovely
items:
✏ Pen
📒Notebook
📿Lanyard
👜Handbags
Social 🍼Bottles
(Price of each item is attached in the product picture
Commerce below)

To own these lovely items, RMIT-ers only need to purchase

through one of the two methods below:
👉🏻RMIT app: (link)
👉🏻Tiktok shop: (link)

#RMIT University #Backtoschool

 6. Benefit:
Attract the target audience interested in
the new collection, which can stimulate the
needs of the target audience.

Social
Commerce
 1. Social Entertainment is run among 2
stages: Attention, Interest.

2. Mainly focused on Games, especially

Mini Games.
Besides that, it still has Music form.

3. Run on FB as the 1st option.

Social games are multiplayer, competitive, goal oriented
Social activities with defined rules of engagement and online
connectivity among players.
Entertainment Gamers are open to advertising content in games.
Brands benefit when they associate with a successful
game.
Players identify with the brands their characters use,
increasing brand involvement.
Targeting to specific groups is possible.
Marketers can measure a game’s promotional value.
 4. Time:
Attention: 1/1/2023 - 14/2/2023
Interest: February/2023

5. Example:

Social
Entertainment
 Social
Entertainment
TARGET
AUDIENCE
ATAR
TARGET AUDIENCE 1.700.000

1.020.000 AWARENESS = 60% TARGET AUDIENCE

204.000 TRIAL = 20% AWARENESS

ATAR Formula
153.000 AVAILABILITY = 75% TRIAL

76.500 REPEAT = 50% AVAILABILITY

"
Thank you for watching
our presentation
"