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

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

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?