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

#SocialNomics 2014

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

Be insightful

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