goal driven social communications
TRANSCRIPT
Goal Driven Social Media Communications
March 18, 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
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 EVERYBODYNEEDS SOCIAL MEDIA
WAIT, WHAT?!
Be InsightfulWho, what, when, where, why?
#UMSocial113,071Followers
@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 upMost 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
Millenials are…
The 1st generation to never know life without the internet
The largest generation since the baby boomers
About to take over as the majority of the workforce
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: 4/23/14Posting Time:1:00pmReach:16,944Post Clicks: 1,375“Likes:” 236Comments: 33Shares: 22 Primarily dominated by appreciative comments, with some out of state input for comparative rewards
Posting Date: 4/16/14Posting Time:11:00amReach:22,256Post Clicks: 1,442“Likes:” 532Comments: 37Shares: 77 Only a couple of negative comments, primarily dominated by constructive discussion between audience members
Posting Date: 4/10/14Posting Time:11:00amReach:21,616Post Clicks: 1,903“Likes:” 172Comments: 41Shares: 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…
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.
“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
Pin Me
Snap Me
SNAP to the #Victors
5 Hours150 Submissions100 New Followers1000+ Views per Snap
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.SUNSTRUMQUESTIONS?