Post on 13-Jul-2015
Beyond Networking:
How Social Media is Key
to Cultivating Customers
@NikkiSunstrum
• Director of Social Media, University
of Michigan @UMich
• Former State of Michigan @MIGov
Social Media Coordinator
• B.S. in Political Science & M.A. in
Education
• Skilled in making dull things
interesting
• Master manipulator of content &
small children
• Throws parades for fun
The way in which we get
our point across has
changed.
Not the concept or
necessity of information
distribution.
Taking the Shiny Out of Social
• 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
• 57% of people are talking more online than they do in real life
• Nearly 2/3 of Americans sleep with their cell phones
The Fundamentals
But isn’t SM just
for people’s cats,
bacon & breakfast?
• Outreach
• Information
• Clarification
• Resources
• Customers
The Method to the Madness
• Why do I want to engage
in social media
• What do I hope to
accomplish?
• Who is my target
audience?
• Where do I belong?
It’s not just what you say,
but how you say it
Visual
Engage
Show personality
Provide exclusivity
Build an expectation
Analyze
Start Simple
Tag, Mention, Share
Like, collaborate, comment
Support a common cause
Promote
Create a buzz
Decorate for season
Innovative &
Appropriate Use
• Know your audience
• Stick to what you know
• Draw a connection
• Don’t spam
• 80-20 Rule
BOTTOM LINE: Are you seizing the available opportunity to elevate
the perception of your business and the success of your overall
brand?
Give Me a Boost
• Consider who you are targeting
• Is your ad social? Does it even
need to be?
• Branding vs. Advertising
• Optimize for mobile and short
attention spans
• Average FB fan is worth $174
• Images must be <20% text
• Potential to double reach for small
investment
What not to do
Google Yourself
• Proactive, not reactive
• Be alert
• Manage your profiles
• Listen, learn, engage
• Deliver on your promises
Bottom Line
• Do not underestimate the power of strategy
• Make sure everyone is on the same page, literally
• Put the proper resources in place for success
• Compose guidelines, goals and expectations
• Evaluate, measure, and review
Questions?
@nikkisunstrum
www.fb.com/nikki.sunstrum