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Social Media Communications
March 25, 2015
@NikkiSunstrum
@NikkiSunstrum
 @UMich Director of Social Media
 Former State of Michigan @MIGov SM
Coordinator
 B.S. in PoliSci & M.A. in Ed
 Skilled in making dull things interesting
 Co-Captain to a hashtag’ed entourage of 5
 Former Elected official
 Throws parades for fun
3 25-15 University of Michigan Presentation to the Alumni Association
3 25-15 University of Michigan Presentation to the Alumni Association
3 25-15 University of Michigan Presentation to the Alumni Association
3 25-15 University of Michigan Presentation to the Alumni Association
The Stats
 1 in 4 people use social networking sites
 Globally, in 2012 over 1.73B registered users of social — By 2017 2.55B
 73% of adults are using social media — 56% in America
 43% of senior citizens in the U.S. now use social media
 There are now more smart devices than people
 57% of people are talking more online than they do in real life
 Nearly two-thirds of Americans sleep with their cell phones
The Players
 Instagram grew 50% in 9 months of 2014 and is now bigger than Twitter
 Organic Facebook reach drops to 2% for pages over 500k, ~6% for others
 In June of 2014 Facebook had more video views than YouTube
 Snapchat is [fastest] growing messaging app at a rate of 56% a year
 50% of devices on corporate networks will be mobile in 2015
 Instagram gets 50x more engagement than Twitter
 Gangnam Style has been viewed 2,182,109,637 times
SOCIAL MEDIA
IS NOT NEW
Tweeting the ninety-five theses
The way in which we
get our point across
has changed, not the
concept or necessity
of information
distribution.
So you want to do social?
“Because somebody grows up being a social
media native, it doesn’t make them an expert
in using social media at work, that’s like
saying, ‘I grew up with a fax machine, so that
makes me an expert in business.’”
- William Ward, professor of social media at
Syracuse University’s S.I. Newhouse School
of Public Communications
Transparency
Customer Service
Promotion and Marketing
NOT EVERYBODY
NEEDS SOCIAL MEDIA
WAIT, WHAT?!
3 25-15 University of Michigan Presentation to the Alumni Association
Be Insightful
Who, what, when, where, why?
#UMSocial
113,071Followers
@UMich
640,878 Followers
/universityofmichigan
56,009Followers
@UofMichigan
18,398 Followers
/uofmichigan
6000+ Followers
@UofMichigan
8,342 Followers
@UMich
288,758 EDU Followers
/universityofmichigan
Go away.
How we stack up
Most influential college in social media
Most engaged college in social media
Most influential on Facebook
Most influential on Instagram
Most influential on Twitter
Most influential on Linkedin
University to use Snapchat
#11
#3
#2
#5
#2
#5
I’m here, now what?
 Assessing sentiment
 Identifying influencers
 Studying success
 Comparing like minds
How students use social
Look at the bigger picture
Assess long term strategy
Embrace collaborative opportunities
CONTENT OVER
CREATION
3 25-15 University of Michigan Presentation to the Alumni Association
Change the world, one #hashtag at a time
 Innovate
 Collaborate
 Streamline
 Provide Value
 Build a Toolbox
@ArionTSun “why do you
keep putting the poop emoji on
everything? It’s weird.”
ATS: What? That’s chocolate ice cream!
#kidswithtech #fail
Posting Date: 4/23/14
Posting Time: 1:00pm
Reach: 16,944
Post Clicks: 1,375
“Likes:” 236
Comments: 33
Shares: 22
Primarily dominated by
appreciative comments, with
some out of state input for
comparative rewards
Posting Date: 4/16/14
Posting Time: 11:00am
Reach: 22,256
Post Clicks: 1,442
“Likes:” 532
Comments: 37
Shares: 77
Only a couple of negative
comments, primarily dominated
by constructive discussion
between audience members
Posting Date: 4/10/14
Posting Time: 11:00am
Reach: 21,616
Post Clicks: 1,903
“Likes:” 172
Comments: 41
Shares: 31
Many people commented on this
post with their appreciation for
aid, others about how they were
unfairly unqualified. 2nd most
popular, most comments.
If the goal is followers…
3 25-15 University of Michigan Presentation to the Alumni Association
Focus on your strengths
Identify where your audience is
Drive the message
Engage, Inform, Educate
VALUE ADD
AND ROI
But first, Let Mary Sue take a #selfie.
Bottom Line
Great social is about seizing the available opportunity to elevate the
perception of your programs and overall success.
3 25-15 University of Michigan Presentation to the Alumni Association
Pin Me
Snap Me
SNAP to the #Victors
5 Hours
150 Submissions
100 New Followers
1000+ Views per Snap
3 25-15 University of Michigan Presentation to the Alumni Association
Innovation
Streamlining
Leveraging Success
Promoting a unified message
LET’S GET REAL
Who are you online?
 Over 90% of employers will Google you
 Twitter is NOT the water cooler
 Grammar matters outside the
classroom
 Don’t take your LinkedIn photo in the
bathroom mirror
 Share information with a purpose
 Network strategically
 Privacy settings are there for a reason
Who do you want to be?
 Your digital footprint will last a lifetime
 The Library of Congress has been
cataloging every tweet since 2010
 Even Snapchat was subject to the FTC
 Social Media can get you fired
 Differentiate between personal and
professional
 Be consistent
It’s still just marketing
 B2B, B2C and H2H: the what v. the how
 People require great content
 Talk to them IRL
 Emotion sells
 Put a face to your brand
 Kill them with content
 Target and compel
Give me a boost
 Who are you targeting?
 What is your desired outcome?
 Is your advertisement “social?”
 Optimize for short attention spans
 Make them an offer they can’t
refuse
Words of Caution
 Only connect with the intent to
sell
 Connect but never interact
 Spam
 Copy and paste across networks
 Forget who you are and why
you are here
Establish Rules of Engagement
 Policy
 Style, Images, Content
 Community Rules
 Disclaimers
 FOIA
 There is no expectation of
privacy
 Confidential information,
defamatory or derogatory
postings
 Reinforce proper usage,
activities, professionalism,
no advertising
TAKE AWAYS
 The method is new, not the concept
 We can’t all be red skittles
 Embrace opportunities for collaboration
 Don’t get caught thinking poop is ice cream
 Running with a bed sheet sells nothing
TAKE AWAYS
 Never underestimate the power of strategy
 Make sure everyone is on the same page, literally.
 Put the proper resources in place for success
 Compose guidelines and set expectations
 Evaluate, measure and renew
socialmedia.umich.edu
@NIKKISUNSTRUM
/NIKKI.SUNSTRUM
QUESTIONS?

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3 25-15 University of Michigan Presentation to the Alumni Association

  • 1. Social Media Communications March 25, 2015 @NikkiSunstrum
  • 2. @NikkiSunstrum  @UMich Director of Social Media  Former State of Michigan @MIGov SM Coordinator  B.S. in PoliSci & M.A. in Ed  Skilled in making dull things interesting  Co-Captain to a hashtag’ed entourage of 5  Former Elected official  Throws parades for fun
  • 7. The Stats  1 in 4 people use social networking sites  Globally, in 2012 over 1.73B registered users of social — By 2017 2.55B  73% of adults are using social media — 56% in America  43% of senior citizens in the U.S. now use social media  There are now more smart devices than people  57% of people are talking more online than they do in real life  Nearly two-thirds of Americans sleep with their cell phones
  • 8. The Players  Instagram grew 50% in 9 months of 2014 and is now bigger than Twitter  Organic Facebook reach drops to 2% for pages over 500k, ~6% for others  In June of 2014 Facebook had more video views than YouTube  Snapchat is [fastest] growing messaging app at a rate of 56% a year  50% of devices on corporate networks will be mobile in 2015  Instagram gets 50x more engagement than Twitter  Gangnam Style has been viewed 2,182,109,637 times
  • 10. Tweeting the ninety-five theses The way in which we get our point across has changed, not the concept or necessity of information distribution.
  • 11. So you want to do social?
  • 12. “Because somebody grows up being a social media native, it doesn’t make them an expert in using social media at work, that’s like saying, ‘I grew up with a fax machine, so that makes me an expert in business.’” - William Ward, professor of social media at Syracuse University’s S.I. Newhouse School of Public Communications
  • 17. Be Insightful Who, what, when, where, why?
  • 18. #UMSocial 113,071Followers @UMich 640,878 Followers /universityofmichigan 56,009Followers @UofMichigan 18,398 Followers /uofmichigan 6000+ Followers @UofMichigan 8,342 Followers @UMich 288,758 EDU Followers /universityofmichigan Go away.
  • 19. How we stack up Most influential college in social media Most engaged college in social media Most influential on Facebook Most influential on Instagram Most influential on Twitter Most influential on Linkedin University to use Snapchat #11 #3 #2 #5 #2 #5
  • 20. I’m here, now what?  Assessing sentiment  Identifying influencers  Studying success  Comparing like minds
  • 22. Look at the bigger picture Assess long term strategy Embrace collaborative opportunities
  • 25. Change the world, one #hashtag at a time  Innovate  Collaborate  Streamline  Provide Value  Build a Toolbox
  • 26. @ArionTSun “why do you keep putting the poop emoji on everything? It’s weird.” ATS: What? That’s chocolate ice cream! #kidswithtech #fail
  • 27. Posting Date: 4/23/14 Posting Time: 1:00pm Reach: 16,944 Post Clicks: 1,375 “Likes:” 236 Comments: 33 Shares: 22 Primarily dominated by appreciative comments, with some out of state input for comparative rewards Posting Date: 4/16/14 Posting Time: 11:00am Reach: 22,256 Post Clicks: 1,442 “Likes:” 532 Comments: 37 Shares: 77 Only a couple of negative comments, primarily dominated by constructive discussion between audience members Posting Date: 4/10/14 Posting Time: 11:00am Reach: 21,616 Post Clicks: 1,903 “Likes:” 172 Comments: 41 Shares: 31 Many people commented on this post with their appreciation for aid, others about how they were unfairly unqualified. 2nd most popular, most comments.
  • 28. If the goal is followers…
  • 30. Focus on your strengths Identify where your audience is Drive the message Engage, Inform, Educate
  • 32. But first, Let Mary Sue take a #selfie.
  • 33. Bottom Line Great social is about seizing the available opportunity to elevate the perception of your programs and overall success.
  • 37. SNAP to the #Victors 5 Hours 150 Submissions 100 New Followers 1000+ Views per Snap
  • 41. Who are you online?  Over 90% of employers will Google you  Twitter is NOT the water cooler  Grammar matters outside the classroom  Don’t take your LinkedIn photo in the bathroom mirror  Share information with a purpose  Network strategically  Privacy settings are there for a reason
  • 42. Who do you want to be?  Your digital footprint will last a lifetime  The Library of Congress has been cataloging every tweet since 2010  Even Snapchat was subject to the FTC  Social Media can get you fired  Differentiate between personal and professional  Be consistent
  • 43. It’s still just marketing  B2B, B2C and H2H: the what v. the how  People require great content  Talk to them IRL  Emotion sells  Put a face to your brand  Kill them with content  Target and compel
  • 44. Give me a boost  Who are you targeting?  What is your desired outcome?  Is your advertisement “social?”  Optimize for short attention spans  Make them an offer they can’t refuse
  • 45. Words of Caution  Only connect with the intent to sell  Connect but never interact  Spam  Copy and paste across networks  Forget who you are and why you are here
  • 46. Establish Rules of Engagement  Policy  Style, Images, Content  Community Rules  Disclaimers  FOIA  There is no expectation of privacy  Confidential information, defamatory or derogatory postings  Reinforce proper usage, activities, professionalism, no advertising
  • 47. TAKE AWAYS  The method is new, not the concept  We can’t all be red skittles  Embrace opportunities for collaboration  Don’t get caught thinking poop is ice cream  Running with a bed sheet sells nothing
  • 48. TAKE AWAYS  Never underestimate the power of strategy  Make sure everyone is on the same page, literally.  Put the proper resources in place for success  Compose guidelines and set expectations  Evaluate, measure and renew