This social media plan aims to raise the reputation of GU among Chinese universities.

1. March 15, 2012 – April 30, 2012
Template

2. Social Media Challenge Template
 Use this PowerPoint Template to fill in your solutions for the challenge.
 Fill in the contact information of the person who will submit the
document on Page 3 of this PowerPoint Template.
 Fill in your summary on page 4.
 Take note that you are to keep within the 5-page limit set by the
Organizers. Fill in your solutions within Pages 5 to 9 of this
PowerPoint Template.
 Once you are done:
 Convert this PowerPoint document to a PDF File (‘File’ > ‘Save
As’ > ‘Save As Type’ > ‘PDF’)
 Title your submission as: First Name_Last Name_Country
 Send your PDF submission to:
gusocialmediachallenge@studentcompetitions.com.
 Deadline April 30, 2012 23.59 GMT.

3. Contact information of
individual or group representative
• First name: Xuan
• Last name: Qin
• Country: China
• City: Beijing
• University: New York University
• Expected year of graduation: 2013
• Email: xq245@nyu.edu

4. Summary
This social media plan uses strategies including
multimedia promotions, social media conversations
and online campaigns, to build awareness of,
increase positive attitudes to and endure influence
of the University of Gothenburg in China in one-year
time, thus enhancing the university’s reputation
among Chinese students.

5. Target Audience
Primary Silent Majority
• Chinese undergraduates who are joiners and spectators online and plan to
study abroad.
• Social media habits: Read posts, tweets, blogs, videos, and online forums.
Intermediate Key Influencers
• Chinese students who are creators and critics online and plan to study
abroad or have overseas study experience.
• Social media habits: Upload or share posts, videos, pictures.
Short-term 2013 Applicants
• Chinese undergraduates who are applying for overseas graduate schools in
2013 fall.

6. Social Media Key Messages
Objectives (UPSs)
GU welcomes Chinese
Build students particularly.
Awareness
Increase GU offers the greatest
Positive career opportunity.
Sentiment
Endure GU is the hub of business,
Influence culture and entertainment
with comfortable living
conditions.

7. Social Networking Sites
Baidupe
dia
(Wikipe
Renren dia)
Taisha
(Facebo
BBS
ok)
Youku
(YouTub
e)
Weibo
(Twitter)

8. Social Media Strategies &
Tools
•Video “How Swedish speak Chinese”: with spokesmen from
five faculties at GU saying “Gothenburg welcomes you” in
English and five Chinese dialects including Mandarin,
1. Multimedia Shanghainese, Cantonese, Northwest dialect and Northeast
Promotions dialect. Have people share it on Renren & Weibo.
•Album “the Greatest Place to Study” on Renren, with pictures
and works of GU. Have Chinese students in pictures.
•Build an online community “Study in Europe” on Renren. Use
invitations and polls to engage Chinese undergraduates in
2. Social Media communications. Use microdonation to encourage threads.
Conversations
•Observe and join conversations on Taisha BBS and Renren.
•Campaign “Digital GU” for Chinese students to make videos
introducing GU with links on Renren. Select winners and offer
3. Campaigns and them the winter or summer exchange opportunities at GU.
following Share the information on Renren and Weibo.
Social Media
News Release •Campaign “Alice in Gothenburg” for GU students to submit a
journal about their experience at GU. Select the best ones
and list them on Renren homepage.

9. 2012-2013 UG Social Media Plan Timeline
2012 2013
Time
June July August September October Nov ember December January
Video "That
Complete GU's Chinese
is called
media kit
Campus!"
Multimedia
Video "How Sw edish
Promotions
speak Chinese"
Album "the Greatest
place to study" on
Build an
Social Media
online
Recruit SM
specialists
community
"Study in
Europe"
Tactics & Timeline
Social Open GU's
Update posts on Renren homepage and Blog. Raise questions and quickly respond
Media Weibo
to follow ers' questions.
Conv ersatio account
ns Join
Renren Observ e and join conv ersations on Taisha forum, w w w .kina.cc or On-Campus BBS.
Group
Open a
Build up relations w ith Education agents, forums and other
round-up
key influencers.
Sina blog
Campaigns Pilot Surv ey: "What do
and you v alue most w hen
Campaign "Alice in Gothenburg"
follow ing choosing a univ ersity
Social abroad?"
Media Campaign "Digital Univ ersity of Joint Campaign w ith
New s Gothenburg" Volv o

10. Contact Information
Send your entries (in PDF form) to:
gusocialmediachallenge@studentcompetitions.com
Send your questions to:
Maria Paulsson Rönnbäck
CMO/Project Manager
Student Competitions
maria@studentcompetitions.com