East Lansing Public Schools Tech Camp Presentation "Taking the Shiny Out of Social Media"

2.  @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
@NikkiSunstrum

3. You get paid to play on Facebook?
“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

4. What do
I do?

5. #UMSocial
Friends
120,884 Followers
@UMich
676,150 Followers
/universityofmichigan
62,531 Followers
@UofMichigan
18,853 Followers
/uofmichigan
8000+ Followers
@UofMichigan
8,905 Followers
@UMich
288,758 EDU Followers
/universityofmichigan
Go away.

6. 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

8. SOCIAL MEDIA
IS NOT NEW

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

10. Social Media Communications
 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

11. Social Media Communications
 Instagram grew 50% in 9 months ’14, 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. Transparency
Customer Service
Marketing & Education

13. NOT EVERBODY
NEEDS SOCIAL MEDIA

14. WAIT,
WHAT?!

16. Look at the Bigger Picture
Access Long Term Strategy
Embrace Collaborative Opportunities

17. CONTENT OVER
CREATION

18. “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

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

21. Be Insightful

22. STOP HERDING
MEERKATS
Social Media is not a race.
Foursquare badges never
really meant anything
No one cares about your
Klout Score

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

24. Focus on Your Strengths
Identify Where Your Audience Is
Drive the Message
Engage, Inform, Educate

25. STRATEGIC
IMPLEMENTATION

26. Millennials 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

29.  24% of Teens report being online
“almost constantly”
 92% report going online daily
 Nearly 75% of teens have a smart
phone
 Of teens using going online daily
94% are doing so through a mobile
device
 Teenage boys report more
Facebook activity than girls
 Teenage girls favor visual
applications for story telling
(Instagram, Snapchat)

31. KNOCKYOUR SOCKS OFF
CONTENT

32. LIVE IN THE MOMENT

33. 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.

38. CROWDSOURCED
CONTENT

40. 100 Million Active
Monthly Users
400 Million Snaps Sent
Each Day
71% of Users
Are Under 25

41. Ads are seen anywhere
from 500,000 to a million
times a day.
Allowing publishers to
command $50,000 to
$100,000 a day.

46. 20,000 People are now ‘GOING LIVE’ Each Day

47. The Viral Shaming Phenomenon
2013: 170 Twitter followers

48. FACT:
Twitter users sent more
than 500 million tweets
per day in 2014
SCOPE
STRUCTURE
TONE

49. What can get you fired…and what won’t.
• Post about working
conditions, whether
it's pay, hours,
assignments, difficult
supervisors, dress
code, or any other
issue are considered
freedom of speech
• Posts that damage a
company, disparage
its products or
services or reveal
trade secrets or
financial information

51. The girls on the page came
from “all across the board,”
Lowe says. “Every race,
religion, social, and financial
status in the town … if she
was a teenager with a phone,
she was on there.”
Three High School students face felony charges for their
alleged involvement in a photo that went viral.
The two teens depicted in the photograph face gross indecency
charges, another accused of taking the picture faces
possession of child sexually abusive material.
The students are 16 years old.

52. 1 Hour
509 posts
were generated
Reach
exceeding
200,000 people
Over 5 million
impressions

57. VALUE ADD
AND ROI

58. Great social is about seizing the available opportunity to
elevate the perception of your programs and overall success.
BOTTOM LINE

59. Innovation
Streamlining
Leveraging Success
Promoting a Unified Message

61. POLICY
AND PLATFORMS

63. 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

64. 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

65. SOCIALMEDIA.UMICH.EDU

66. Take Aways
 The method is new, not the concept
 Never underestimate the power of strategy
 Embrace opportunities for collaboration
 Put the proper resources in place for success
 Compose guidelines and set expectations

67. @NIKKISUNSTRUM
/NIKKI.SUNSTRUM
Questions?