This document summarizes Nikki Sunstrum's presentation on goal driven social media communications. Some key points from the presentation include: - Social media usage statistics showing its growing popularity and integration into daily life. - An overview of popular social media platforms and their growth rates. - A discussion of how organizations can utilize social media for transparency, customer service, and promotion/marketing. - Tips for social media strategy including focusing on strengths, identifying target audiences, driving messaging, and adding value.

1. Goal Driven
Social Media Communications
March 18, 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

3. 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

4. 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

6. SOCIAL MEDIA
IS NOT NEW

7. Tweeting the ninety-five theses
The way in which we
get our point across
has changed, not the
concept or necessity
of information
distribution.

8. So you want to do social?

9. “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

10. Transparency
Customer Service
Promotion and Marketing

11. NOT EVERYBODY
NEEDS SOCIAL MEDIA

12. WAIT, WHAT?!

14. Be Insightful
Who, what, when, where, why?

15. #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.

16. 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

17. I’m here, now what?
 Assessing sentiment
 Identifying influencers
 Studying success
 Comparing like minds

18. How students use social

19. Look at the bigger picture
Assess long term strategy
Embrace collaborative opportunities

20. CONTENT OVER
CREATION

22. Change the world, one #hashtag at a time
 Innovate
 Collaborate
 Streamline
 Provide Value
 Build a Toolbox

23. @ArionTSun “why do you
keep putting the poop emoji on
everything? It’s weird.”
ATS: What? That’s chocolate ice cream!
#kidswithtech #fail

24. 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.

29. If the goal is followers…

31. Focus on your strengths
Identify where your audience is
Drive the message
Engage, Inform, Educate

32. VALUE ADD
AND ROI

33. But first, Let Mary Sue take a #selfie.

34. Bottom Line
Great social is about seizing the available opportunity to elevate the
perception of your programs and overall success.

35. “In plain English, I'm asking [the FCC] to
recognize that for most Americans, the internet
has become an essential part of everyday
communication and everyday life.”
- President Obama, November 11th 2014

37. Pin Me

38. Snap Me

39. SNAP to the #Victors
5 Hours
150 Submissions
100 New Followers
1000+ Views per Snap

41. Innovation
Streamlining
Leveraging Success
Promoting a unified message

42. LET’S GET REAL

43. 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

44. 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

45. 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

46. 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

47. 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

48. 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

49. 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

50. 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

51. socialmedia.umich.edu

52. @NIKKISUNSTRUM
/NIKKI.SUNSTRUM
QUESTIONS?