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UGC: Leveraging the Power of Social Media@NikkiSunstrum, Director of Social MediaUniversity of Michigan
@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
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
SOCIAL MEDIA IS NOT NEW
Tweeting the ninety-five thesis
The way in which we
get our point across
has changed, not the
concept or necessity
of information
distribution.
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
Social Media Communications
Instagram grew 50% in 9 months ’14, is now bigger than
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
STRATEGIC
IMPLEMENTATION
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
CROWDSOURCED
CONTENT
100 Million Active Monthly Users
400 Million Snaps Sent Each Day
71% of UsersAre Under 25
Ads are seen anywhere from
500,000 to a million times a day.
Allowing publishers to command $50,000 to
$100,000 a day.
20,000 People are now ‘GOING LIVE’ Each Day
The Viral Shaming Phenomenon
2013: 170 Twitter followers
FACT: Twitter users sent more than 500 million tweets per day in 2014
SCOPE STRUCTURE
TONE
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
1 Hour
509 posts were generated
Reach exceeding 200,000 people
Over 5 million impressions
EMERGENCY
RESPONSE
"When disasters happen, people need to know their loved ones are safe," he wrote in a Facebook post. "It's moments like this that being able to connect really matters.”
-Mark Zuckerberg
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
SOCIALMEDIA.UMICH.EDU
@NIKKISUNSTRUM/NIKKI.SUNSTRUM
QUESTIONS?
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