World Vision Engage New Generation of 'digital donors' with KINSHIP digital
Background
The Government Agency is responsible for promoting Australian trade, investment and education to the world. Their global network turns local market connections and insights into valuable export and investment support.
The Government Agency contributes to Australia’s prosperity by:
Linking Australian businesses to global export opportunities
Providing market and industry insights, making it easier for businesses to go global
Attracting international investment to drive local jobs and develop skills
Leading policy and programs for Australian tourism and the visitor economy
Attracting international students to study with Australia.
Challenge
The government agency education team had an extensive array of social media properties. There were a significant number of student and prospect visits to those sites where a lot of content was consumed. What was not clear was how engaged the students were during this process, how they felt about the engagement and what they said about the engagement. Additionally, it also wasn’t clear how this engagement compared with what was being said regarding international competitor education institutions.
The company understood that social media and the effective use of the social web could enhance the interest and consideration from potential international students but was unsure of the best way to utilise the social web and social technology.
The government agency wanted to better understand what ‘conversations’ were occurring on the social web – conversations that are pertinent to the target markets, future potential students, stakeholders and key terms so they were then able to define a social media strategy moving forward.
Strategy
To inform the strategy development, KINSHIP digital undertook an assessment of conversations in social data streams to gain an understanding of weather there were a significant number of conversations taking place that concerned a potential students decision to study in Australia or another competitor education market.
KINSHIP digital reviewed the current social media presence of the government agency and proposed a social media audit based on the following 4 deliverables:
Phase 1: Review of the government agencies Social Presence
On 33 education social media assets globally across blogs, Facebook, Twitter, Instagram, and YouTube
Phase 2: Country Educational Conversations
Using a social media research tool and listening tool, conversations about Australian education were analysed over a 12-month period.
In addition to looking at where conversations about Australian education were occurring, conversations about four key competitor markets were also analysed.
Phase 3: Government Agency Global Brand Analysis
Using the same global dataset, analysis was undertaken on the specific Australian ‘education brands’ – Future Unlimited and Study in Australia.
Phase 4: Stakeholder interviews
Interviews were held with the companies staff from five locations – US, Indonesia, Italy, China, and Peru/Brazil. These interviews were held to gain insight to how these posts currently approach social media including identifying conversation topics, tracking success, resource levels and barriers to undertaking.
KINSHIP digital also spoke with four prospective students in three locations – Brazil, Peru and China. These interviews were held to gain insight to what channels the students were using, what role social media played in their education evaluation process and how they engaged with social media.
Based on the finding from the social media audit, KINSHIP digital developed a social media strategy for the government agencies education team based on the Eight Point methodology shown to the right.
This framework ensured that the company developed an evidence based social strategy. The strategy developed was designed to assist the government agency to participate in social networks more effectively and efficiently; share appropriate content in the right channels at the right time to support marketing initiatives and engage with key influencers in the social channels.
Results
The social media audit and proposed social media strategy developed by KINSHIP digital assisted the government agency in achieving the following results:
Brand Health
Improved awareness of Australian education and its brand values
Improved sentiment around the Australian education brand
Improved desirability of Australia as an education destination.
Build resilience and trust in the brand
Marketing Optimisation
Increased word of mouth advocacy of Australian education and re-sharing of content
Drive attendance at events
Target content production and distribution to suit the different social channels
Drive engagement and participation in conversations
Operational Efficiency
Self Service Student Support – provided answers on a one-to-many basis rather than one-to-one.
Centralisation of processes – centralising the Education team’s social media assets to better control and better leverage the content Confidential to the government agency and KINSHIP digital
Creation of Social process workflows to involve stakeholders as necessary
Sharing of content to reduce resource levels required
Policy Guidance to staff participating in social media
Linkage to Educational Providers / Agents to company Social Presence
Ecosystem Engagement
Built shared media objectives where stakeholder and providers in the Australian Educational value chain are contributing
Became a trusted source of content
Aggregated conversations and mentions in a place where they can be accessed by all, and reused
Increased lifespan of content through propagation by the eco system
Created a reference base
Client Profile
World Vision Australia was established in 1966 and has since grown to become Australia's largest international non-government organisation. Dedicated to working with children, families and communities to overcome poverty and injustice.
Industry
Not-for-profit
Employees
22,500
Geography
Victoria, Australia
Revenue
$398 million
Where do the funds go?
82.4% of every dollar donated goes to field programs and advocacy work – helping families and communities.
