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
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
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
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.
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