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Building Thriving
Communities with
Creativity, not Cash
@NikkiSunstrum
Director of Social Media & Public Engagement

University of Michigan
SOME OF US STILL SURVIVE
AND THRIVE
ON ORGANIC SOCIAL
@NIKKISUNSTRUM
OK, BOOMER
SOCIAL MEDIA
@NIKKISUNSTRUM
Not my tweet,
But you get
the point.
@NIKKISUNSTRUM
Invest in
A-maize-ing
Talent
Tip #1
@NIKKISUNSTRUM
IN FY 18-19
• Published over 3,500
pieces of content,
including nearly 700
videos

• Exceeded 8 million
video views

• Surpassed 7.8 million
engagements

• And accumulated over
232 million impressions
The
Michigan Wings
Sprint
the Marathon
Tip #2
@NIKKISUNSTRUM
Michigan
Firsts
Meet S.A.M (Summer at Michigan)
• First made for YouTube series

• 10 episodes, released weekly

• Primarily Instagram driven promotion
strategy

• Completely conceptualized and
executed by interns under the
direction of leadership
@NIKKISUNSTRUM
Your content
isn’t about you.
Tip #3
@NIKKISUNSTRUM
It’s about the people
you aim to reach.
Shape content for the consumer
EACH AND EVERY
PERSON YOU REPRESENT
OR ASPIRE TO INFLUENCE
SHOULD BE ABLE TO SEE
THEMSELVES IN
THE CONTENT YOU
SHARE.
@NIKKISUNSTRUM
@NIKKISUNSTRUM
People
NOT Pages
Tip #4
socialintegrity.umich.edu @NIKKISUNSTRUM

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Nikki Sunstrum - Building Thriving Communities with Creativity, Not Cash, Social Fresh 2019