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Social Media 201
Next Step Engagement
@NikkiSunstrum
State of Michigan
Social Engagement Coordinator
May 22, 2013
+
Who I am…
Nicole Sunstrum
• B.S. in Political Science & M.A. in
Education
• Skilled in making dull things interesting &
teaching complicated stuff in ways
everyone can understand
• Master manipulator of content & small
children
• Throws parades for fun
+
How I got here…
 2008 ~ Listening and Learning
 2009 ~ Participating in the
conversation
 2010 ~ Strategy and development
 2011 ~ Policy, procedure and best
practices
 2012 ~ The Year of Collaboration
and Social Good
 2013 ~ Visualization and Innovation
• 140 active social media
accounts
• Operating across three
primary and five secondary
platforms
• Engaging almost 5 million
constituents each day
+
+
www.michigan.gov/socialmedia
One stop shop for all things social in Michigan government
• Inventory
• Policy
• Procedures
• Style Guide
• Resources
• Campaigns
• Accomplishments
+
Internet-based applications that build on the
ideological and technological foundations, which
allow the creation and exchange of user-generated
content.
www.wikipedia.com
+
History
+Straight from the cats Meouth
+
Why do I care about your
cat, bacon, & breakfast?
 Outreach
 Information
 Clarification
 Resources
 Customers
+
Know before you go…
• Why do I want to engage in social media
• What do I hope to accomplish?
• Who is my target audience?
• Where do I belong?
+
We don’t just tweet press releases.
 Justification
 Strategy
 Goal Development
 Content
 Administration
 Response
 Engagement
Making government personable
+
I’m here…now what?
• Assessing sentiment
• Identifying influencers
• Studying success
• Comparing like minds
+
It’s not just what you say,
but how you say it
• Visual
• Engage
• Show personality
• Provide exclusivity
• Build an expectation
• Analyze
+
Becoming a part of the moment…
+
Entering the realm of
social good.
+ Calling attention to existing practice,
recognizing service in new ways, becoming
an influencer of the conversation
+
Leveraging connections…
 Live Chats
 Video Streams
 Shared stories
 Recommendations
 Advocates
Becoming friends with the media, 80-20 rule
+
Town Halls &
Google Hangouts
Advocacy, Education and real time exposure
+
Not just one, but many
Cross promotion of initiatives,
programs and information
amplifies our message and
presents a unified image.
Add tags, photos and links to
additional content on your
website
+
Standing out in the crowd
Pick one and do it well…
• Twitter for customer service
• Yelp for recommendations
• Vine for sharing tips or events
• Pinterest for new product display
• Facebook for promotions
• LinkedIn for recruitment
+
Caution
Don’t…
 Only connect with the intent to
sell
 Connect but never interact
 Spam
 Copy and paste across networks
 Forget who you are and why you
are here
 Negate the power of social and
that it is forever
+
Assessment
Continuous evaluation and adaptation
+
It’s all about the ROI baby
• Clicks and impressions and actions, oh my…
• $174
• Not all fans are created equally
• Ask yourself why does it matter?
+
www.facebook.com/nikki.sunstrum
sunstrumn@gmail.com
@nikkisunstrum

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Social Media 201, Next Step Engagement

  • 1. + Social Media 201 Next Step Engagement @NikkiSunstrum State of Michigan Social Engagement Coordinator May 22, 2013
  • 2. + Who I am… Nicole Sunstrum • B.S. in Political Science & M.A. in Education • Skilled in making dull things interesting & teaching complicated stuff in ways everyone can understand • Master manipulator of content & small children • Throws parades for fun
  • 3. + How I got here…  2008 ~ Listening and Learning  2009 ~ Participating in the conversation  2010 ~ Strategy and development  2011 ~ Policy, procedure and best practices  2012 ~ The Year of Collaboration and Social Good  2013 ~ Visualization and Innovation • 140 active social media accounts • Operating across three primary and five secondary platforms • Engaging almost 5 million constituents each day
  • 4. +
  • 5. + www.michigan.gov/socialmedia One stop shop for all things social in Michigan government • Inventory • Policy • Procedures • Style Guide • Resources • Campaigns • Accomplishments
  • 6. + Internet-based applications that build on the ideological and technological foundations, which allow the creation and exchange of user-generated content. www.wikipedia.com
  • 8. +Straight from the cats Meouth
  • 9. + Why do I care about your cat, bacon, & breakfast?  Outreach  Information  Clarification  Resources  Customers
  • 10. + Know before you go… • Why do I want to engage in social media • What do I hope to accomplish? • Who is my target audience? • Where do I belong?
  • 11. + We don’t just tweet press releases.  Justification  Strategy  Goal Development  Content  Administration  Response  Engagement Making government personable
  • 12. + I’m here…now what? • Assessing sentiment • Identifying influencers • Studying success • Comparing like minds
  • 13. + It’s not just what you say, but how you say it • Visual • Engage • Show personality • Provide exclusivity • Build an expectation • Analyze
  • 14. + Becoming a part of the moment…
  • 15. + Entering the realm of social good.
  • 16. + Calling attention to existing practice, recognizing service in new ways, becoming an influencer of the conversation
  • 17. + Leveraging connections…  Live Chats  Video Streams  Shared stories  Recommendations  Advocates Becoming friends with the media, 80-20 rule
  • 18. + Town Halls & Google Hangouts Advocacy, Education and real time exposure
  • 19. + Not just one, but many Cross promotion of initiatives, programs and information amplifies our message and presents a unified image. Add tags, photos and links to additional content on your website
  • 20. + Standing out in the crowd Pick one and do it well… • Twitter for customer service • Yelp for recommendations • Vine for sharing tips or events • Pinterest for new product display • Facebook for promotions • LinkedIn for recruitment
  • 21. + Caution Don’t…  Only connect with the intent to sell  Connect but never interact  Spam  Copy and paste across networks  Forget who you are and why you are here  Negate the power of social and that it is forever
  • 23. + It’s all about the ROI baby • Clicks and impressions and actions, oh my… • $174 • Not all fans are created equally • Ask yourself why does it matter?

Notes de l'éditeur

  1. Ideas:HistoryWhy it is importantWhere it has been Where it is going
  2. Ideas:HistoryWhy it is importantWhere it has been Where it is going