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Student Induction Digital Marketing 2014

Lisa Harris

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About.me/lisa.harris

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Plan• About the Digital Marketing Programme

• Overview of recent developments in digital marketing and preparing for employment

• Upcoming events @unisouthampton

• The Digital Marketing MOOC

• The Digichamps

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What technologies are referred to here?

“It will create forgetfulness in the learners' souls, because they will not use their memories.“ (Socrates, 469-399BC)“The modern world overwhelms people with data and this is confusing and harmful to the mind” (Conrad Gessner, 1565)

Technology will kill… (Eric Qualman)5

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Why should I study digital marketing?

• Marketing is changing:

– Rising customer expectations of real time information and personalised engagement

– Focus on ‘value’, in terms of that offered to customers and to the organisation as a whole

– Pervasive use of technology for communications and performance analytics

• We talk to employers every week who are experiencing significant skills shortages in these areas

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http://www.socialnomics.net/2011/12/28/infographic-every-60-seconds-on-the-web/ 8

MSc Digital Marketing

MSc Digital Marketing

40%

40%

20%Analytics and Insight

Digital Communication

Value-driven StrategicMarketing

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DM Programme Structure Semester 1

– Marketing in the 21st Century– Building Customer Insight– Marketing Communications & Media Management– Web Applications

Semester 2– Advanced Digital Communications– Web Analytics– Multi-channel Retailing– Design Thinking in Marketing

Dissertation

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Your contribution…• Lecture sessions will provide you with the theory and practice of the topic –

this is just the tip of the iceberg! Your task is to explore “below the water line”

• As a student you must explore the topic in greater depth - 1 hour in the classroom = many hours of research and fact finding!

• How?

• By using the library and the internet to seek out relevant articles, networking and participating in events, blogging about your progress

Online resources to help you get started• www.blackboard.soton.ac.uk

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Web Science Institute • The Web Science Institute brings together world-

leading multidisciplinary expertise to tackle the most pressing global challenges facing the World Wide Web and wider society today. It is as much about social and organisational behaviour, as about the underpinning technology.

• Events

– Barry Wellman 31st October 6pm @unisouthampton

• Funded PhD opportunities

• WSI Blog

• WSI website 13

Employability events this term• Early booking essential! Check out the

Careers website

• CV writing

• Building your LinkedIn profile

• Skills workshops

• Employer presentations

• Career fairs

Management School Employability Group (Facebook)14

Getting the most from your programme• Debate, discuss, review module sessions together, reflect

• You are starting on a great journey – keep an open mind

• Contribute to class discussions and share useful materials with the whole group

• Contribute to university clubs and societies

• Attend and network at internal and relevant external events

• Build and manage your online profiles and networks

• Enjoy the experience

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Digital marketing: where are we now?• The Internet is now used by 78% of the British

population, up from 73% in 2011

• Social media use has plateaued at 61% (up from 60% two years ago) – but new social tools eg WhatsApp not included (Oxford Internet Surveys 2013)

• 77% of Fortune 500 now have active Twitter accounts and 70% maintain a Facebook Page, according to a University of Massachusetts Dartmouth study.

• 90% of small businesses now report using social media.

• The latest from Erik Qualman(3 mins)

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Pew Internet• Photos and videos now key social currencies

– 46% of adult internet users post their own photos or videos online = creators.

– 41% take photos or videos they have found online and repost them on sites designed for sharing images = curators.

– Pinterest, Instagram, ScoopIt and Tumblr have made curating easier because they are organised for easy image and video-sharing.

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Digital Trends 2014 by Smart Insights

Mobile (think smartphones and tablets)

Content (engagement through SMM drives SEO)

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So what are employers doing?

• According to a recent study by Jobvite

– 92% of recruiters use social media in the hiring process– 80% had been positively influenced by a candidate’s

professional social network profile– 78% had been negatively influenced towards a candidate’s

inappropriate use of social media

• The best candidates might not be actively looking for a new job (up to 90% of the workforce)

• Social media can identify the best talent , encourage conversation and build relationships with them

• Enables recruiters to promote their company as “a great place to work”

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Source: The Marketing Week Salary and Career Survey 2014, January

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So what should job seekers do?• Recognise that building an online personal brand is

now a critical aspect of career development

• It boosts our reputation and gives us new skills in communication, creativity and reflective thinking.

• The information we display on social networks should actively encourage rather than discourage potential employers

• Don’t “opt out” - finding NOTHING about a person on a Google search creates a negative impression too

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Digital Champions

Sam Su

Oliver Bills

Marina Sakipi

Panos Grimanellis

George Georgiev

Hamed Ayhan

Hamed

Ayhan

Farnoosh Berahman

Manish Pathak

Ivan Melendez

Ahmed Abulaila

Lucy Braiden

Alessia Fiochi

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Student Digital Champions: Flo Broderick• Took Digital Marketing and CI modules,

learned interviewing skills and video editing• Helped out in a big way at

Digital Media Europe • Masterminded student contribution to

Digital Literacies Conference • Provided student perspective on our research

into online learning MOOC filming in Portus• Now in Madrid working for Telefonica Digital

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Joining the Digichamps• More information:

– Digichamps Blog– Facebook Group– What do the Digichamps do? (video)

• Digichamps help staff and students with educational applications of new technologies, build professional online profiles, and manage social media for live events.

• Students from all University Faculties & all levels of study

• Send a note to Lisa explaining why you would like to join the Digichamps and highlighting the skills you offer / would like to develop

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The University’s objectives for MOOCs• To position the University as a leader in the delivery of

MOOCs within the FutureLearn alliance

• To actively extend the engagement between the University and the learner beyond the life of the MOOC, to maximise opportunities for the learner to carry out further study

• To help facilitate the adoption of new technology within the institution

• http://www.southampton.ac.uk/moocs/

• Lisa’s MOOC presentation

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MOOCs• Showcase the university’s teaching/research

/student contributions to encourage enrolments on campus courses and inspire innovation there

• Sharing of participants’ intentions/experiences via social media is integral to the package

• these interactions carry an authenticity that traditional promotional materials lack.

• Mobile/tablet access to course is crucial

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Getting started: useful resources • Social media for the terrified (by Sue Beckingham,

Sheffield Hallam)

• Customising content - a useful infographic by Marketing Profs

• Time spent online to exceed time watching TV in 2014 (eMarketer research)

• The digital revolution is still gearing up (Marketing Week)

• “Every potential candidate for 2040 presidential election is now unelectable due to Facebook” - satire

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