Socials Team
Presented by: Iva Karabobeva & Tigerlily Bowden
Aims
Bring in more diversity
Expand knowledge of course throughout the country - more south
Gain more followers
Rebrand youtube
Create a content plan
Make content to post working with marketing team on rebrand aesthetic
Iva Karabobeva
SocialMedia MarketingExectutive
My role in this team is a marketing executive for social media. This position entails a variety of tasks such as copywriting, editing and content curating for platforms like Instagram and TikTok. Content should be planned out and posted consistently in order to retain follower attention and increase follower count. Other duties of this position include analysing data and strategising content. These are crucial to having a successful presence on social media as using analytics shows exactly what is going well and what needs to improve to get the most exposure, increase engagement and bring in more followers. Social media is very fast paced with new trends coming out everyday and new things being talked about all the time so researching and applying current trends ensures you are staying up to date and can keep up with the young generation.
TIGERLILY BOWDEN
Social Media Manager
My role in the team is Social Media Manager for the studio 204 Instagram account marketing the course. I was allocated the job of marketing the course to a more diverse audience. This is something that was personal to me, as I have a different background to the other students being from down south. Inviting different cultures to the course,brings new ideas and perspectives for the community at 204.
KPI -key performance indicator
1.Create content to be posted regularly on the uocfashionfasttrack Instagram account using the brand guidelines set out by the class of 2024 team to ensure the brand identity is consistent.
3. Contact industry mentors to film a short video answering questions about the course and their role. Speak to peers about their career goals and how the course has helped them.
2. Look into Instagram analytics to identify reach and engagement rates. Using this data, draw up a content plan to work on what needs to be improved and gain a wider audience for the course.
4. Research current social media trends and how they can be used to an advantage. Create interchangeable content for Youtube and TikTok that will bring in a wider audience and increase engagement.
KPI
Marketing the course to a more diverse audience, outside of Chester Achieving this by creating posts in acknowledging nationwide events, using the next new hashtag ( #Iamfasttrack) that doesn’t overlap with one that already exists. 1.
2. Creating brand new content, and creating continuous connections.Having the current students answering set questions that have been asked about their opinions on the course. These will be uploaded to the instagram (204) and to the YouTube account to the ‘shorts’ section. As both accounts have been inactive, this will not only kickstart them back in action but will also create connections with students for future or similar events.
3. Acknowledging the problems with the 204 socials, and potentially why only a small portion of students applying are from outside of Chester. Reviewing the analytics of each social mediaaccount and how to engage with more potential future students.
Initial KPI’s and why they were identified:
To have a clear breakdown of what we as a team needed to achieve, myself and Iva dived into the problems with both instagram accounts (uoc_studio_204 & uocfashionfasttrack).
One of the most prominent issues was that the engagement for both accounts were down at least -40%. This needed to be upped, creating engagement with a wider audience. The account I am managing, is completely dormant and hasn’t had any activity since last year. This makes my job a little easier as it’s a fresh slate ready for new and exciting content .
The Legacy
BeingthefirstsetofstudentstograduatefromtheFCM course,itisimportantthatweleavebehindalegacyfor futurestudentstobuildonandcontinueit’ssuccess.Social mediaisoneofthemaincomponentsofthecourseso keepingituptodateisextremelyimportant.Thisteamis responsibleforcreatingandpostingcontentwiththeaimof attractingmorestudentsfromalloverthecountryasthey maynotknowaboutthecourseotherwise.Wearetheonly studentstostudyonthis coursesoweknowalltheinsand outs,thisnowneedstobeshownonsocialmediasopeople canlearnandunderstandexactlywhattheywilldoandhow thecoursewillhelpthemintheirfuturecareers.
How Social Media Works
TherearemanysocialmediaplatformsincludingTikTok,Instagram,Facebook butthebasicconceptisbasicallythesame-postcontent,lookatother’sposts andinteractwithothers.Althoughtheyalllookslightlydifferenttheyareall usedforthesamethings.Itallowspeoplefromallovertoconnectwitheach otherandsharewhattheychoosewiththeworld.Theseplatformsarenot goinganywhereanytimesoonasweareincreasinglyspendingmoreandmore timeonthemwiththeyoungestgenerationusingitupto5hoursaday.
Why Social Media Works
Socialmediahasbeenaroundforquitealongtimehoweveroverthepast fewyearsespeciallyithasalsobecomethebestplacetoadvertiseand promotetoanaudience.Brandshavesuccessfullyusedittotheir advantagebypostingwhattheaudiencewantstoseeandcatering towardstheirtargetmarket.Havingaglobalreachwhichenables consumerstointeractandconnectwiththebrandmakesitfeelmore authenticandpersuadesthemtobuyintoit.Wecanusesocialmediato ouradvantageasweareabletoreachmorepotentialstudentsandallow morepeopletofindoutaboutthecourse.
Comparing other course socials
uocfashionfasttrack
Industrymentors
Workshops
Studentswork
Alumni
Studentsuccess highlightsandstories postseveryfewdays
mmufashionsociety
hostsandpromotesownevents
workwithcharities
moreexposure-eventsfeauturedin magazines workingwithlocalartists collaborateswithvarious shops/cafes/bars
MY ROLE AS A SOCIAL MEDIA MANAGER FOR 204-
My role/job is to make a more diverse space for individuals outside of Chester. What is the course missing? Having opinions and style influences from students outside of Chester, for example down south, will bring a new perspective on journeying through the course/projects.
How can we gain more attention?
Students who attend the UCAS discovery tour, are able to browse different courses and university options following stands with information and resources.
This is a perfect opportunity to have a mini section on the University of Chester stand, featuring a zine of our work and projects. Leaflets could incolude a QR code or link to the Labs Instagram to share a bigger insight to the course.
UCAS post
Reaching more people
One way to gain more followers and help the account reach more people could be posting about local and national fashion events as well as holidays such as international womans day. Since these posts will have popular hashtags they will reach more people. By posting about fashion events it gets the community more involoved and helps the posts reach people who are interested in fashion and could be potential students.
Reaching more people
Another way I think we could gain more followers is collaborating with artists such as musicians, writers, designers as this will combine their audience with ours and will help more people find out about the course. Working with charities to organise events or workshops would also be a good way to reach a wider audience as well as raising money for important causes. The course could also collaborate with vintage/thrift stores by having clothing sales for example, this would also show the importance the course places on sustainability. This could be online as well as in person so those who don’t live in Chester can be a part of it and understand more about the course while buying clothes.
uocfashionfasttrack analytics
Profile Details
Profile Details
Increasing Engagement
Instragram Highlights - Teachers
For the uocfashionfasttrack instagram I will ask the teachers and industry in the course to make a quick video to go on the account’s highlight reel.
Below are the things I will ask them to talk about
Introduce yourself
What you do as part of the course
What are the benefits of the course
How will this course help students in their careers
Describe the course in 3 words
Instragram - Meet the future
On the instagram account I will create a post for each person in our year saying goodbye to FCM. The post will include a picture of the person and around it will be written what their plans are after FCM and their hopes for their future career in the fashion industry. This is a mockup of how it would look like using the course colour palette and fonts.
Instragram - Drip Posts
Drip posts are shared in the weeks or days leading up to an event. Doing this rather than posting about an upcoming event just once is much more effective as it makes it more likely for people to see it if they miss the first post. It builds up excitement as well as increasing engagement since there is more content to interact with. For the launch night on the 26th of July I will be posting content about the event every few days to make sure people remember it and know everything about it.
TikTok Analysis
In order to come up with a content plan for the fashion fast track TikTok account, I analysed what has already been done and what improvements should be made to increase exposure. There are currently 20 post with the last one posted last November. The highest like count on a post is 27 but views are between 200 and 400. This shows that although people are viewing the content, they are not engaging with it so we need a content plan which encourages people to comment and like. The story feature isn’t used so by using it consistently there is a higher chance people will see it on their for you page.
Utilising Trends
It seems like a new trend appears on social media platforms everyday. Trends are crucial part of content creation as participating in them makes increases your chance for your posts to reach a wider audiences thereby increasing your engagement. By making posts that are part of a trend more people will see our course on social media and this will help increase exposure to new potential students. For this reason we will create content for the TikTok account that uses these trends.
Trending Sounds
Using trending sounds is also an effective way to do this. You don’t even have to use the actual sound as you can mute it and put your own sound over it but since the video shows that you have used the trending sound it is more likely to get on the for you page and increase exposure. These sounds are currently the top 10 trending sounds on TikTok so for the videos posted to our page we will use these sounds in hopes of getting more people to interact with the post.
The power of a #hashtag
Using a hashtag at the end of each post directing it at the event accordingly, will boost the performance of the post and reach more viewers.
Having a post with multiple slides including visuals, information and guidance around the event will engage the viewer leading them to engage with the account.
Having a post with multiple slides including visuals, information and guidance around the event will engage the viewer leading them to engage with the account.
Launch Night Roles
During launch night on the 26th of July, we will both have responsibilities during the night. We will be taking pictures and videos to gather content. This is important as it is a big event for the course where many people from industry are invitedtoviewtheclasseswork.Thenightwillbedocumented for all the social media accounts to show potential students the things we are doing and how we are celebrating being a partofthislegacy.Somecontentwillbesharedinrealtimeon Instagramstoriesbutvideostobeeditedandpostedoverthe followingdaysastheyneedtolookcleanandprofessional.
