Introduction to Emerging and Social Media (ADPR4300)

1Emerging + Social Media: Welcome to #ADPR4300

Emerging and Social Media

Join our group on Facebook: facebook.com/groups/EmergingAndSocialMedia/

Join the conversation on Twitter: #ADPR4300

August 31, 2016

Course Introduction, Social Media Etiquette, and Personal Branding

http://facebook.com/groups/EmergingAndSocialMedia/

Today’s Agenda

• Welcome to #ADPR4300

• The State of Social Media in 2016

• Personal Branding + Etiquette

• Wordpress Introduction + Setup

• Recommended Resources

• Assignment

• Q+A



Introduction to #ADPR4300

DennisJenders


VP DIGITAL + SOCIAL // GMR

Think, plan, execute. As a planner I live at the intersection of

research, strategy and technology. It is here where I can inspire new

ways to connect and collaborate with consumers.

I have more than 17 years of experience developing marketing and

communication strategies for regional and national clients across a

variety of industries including CPG, fashion, finance, health + beauty,

non-profit, sports, technology, tourism, aviation and more.

Always Innovating. Living on the bleeding edge doesn’t mean

recommending every new technology. I enjoy taking new opportunities

and applying the right ones to a specific business, process, or

opportunity. I enjoy meaningful innovation – challenge me.

e: [email protected]

c: 414-759-6311

LINKEDIN PROFILE BLOG / RESUME @DJENDERS

mailto:[email protected]

https://www.linkedin.com/in/djenders













http://www.jenders.com/













https://twitter.com/djenders














Two Truths And A Lie

• Formally a baker and cake decorator

• I’ve piloted an F-14 Tomcat

• Knows every lyric to every NWA song


Work Hard.Play Hard.


Week 3: Content + Engagement

Introduction to social media monitoring and using these

platforms for research.

Week 4: Social Media Monitoring

Introduction to #ADPR4300, Social Media Etiquette and

Personal Branding.

Week 1: Course Introduction

Exploration of the variety of established and emerging social

media channels.

Week 2: Social Media Channels

Discuss the hub and spoke model for content development and

driving engagement.

Week 7: Midterm Preparation

Working class to gather as a team and consult with Dennis on

the midterm assignment.

Week 8: Midterm Exam

Explore the role social media now plays in public relations and

the importance of preparing for the best and worst.

Week 5: Community + Crisis Management

Discuss importance of developing a measurement plan for your

social media program.

Week 6: Measurement


the midterm assignment.

Welcome to #ADPR4300Lets take a peek at the semester


Welcome to #ADPR4300Lets take a peek at the semester

Week 11: Influencers + Advocates

Bring your questions as we invite a panel of social media

professionals to #ADPR4300.

Week 12: Pros Panel

A representative from each brand will join us as a guest speaker

to share an overview of their brand objectives.

Week 9: Introducing Our Clients

Examine frameworks for developing a comprehensive social

media strategy and look at real-world examples.

Week 10: Social Media Strategy

Discuss the growing role of influencer marketing through which

brands partner with popular social media users.

Week 15: Final Preparation

In class presentation of social media strategies to class and

brand representatives.

Week 16: Final Exam

Morbi mollis tellus ac sapien. Ut leo. Cras risus ipsum, faucibus

ut, ullamcorper id, varius ac, leo. Nullam accumsan lorem in dui.

Week 13: Thanksgiving Holiday

Focus on the importance of creating and maintaining a

professional networking presence through various social media.

Week 14: Networking + Branding Yourself


the final exam.


Welcome to #ADPR4300But what do I really get out of this class?

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The State of Social Media in 2016 / 2017


The State of Social Media2016 / 2017



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ENGAGEMENT BY TIMEDAILY TIME SPENT ON SOCIAL NETWORKS & VISIT FREQUENCY BY PLATFORM

• Each day, the average internet user spends almost 2 hours on social networks. 16-24s and users in fast-growth markets spend significantly more time – peaking at almost 3.5 hours in the Philippines (where the online population is skewed towards young, urban and affluent demographics).

• Half of Facebookers use the platform multiple times per day. Active users of smaller platforms, like Tumblr and Pinterest, are visiting much less frequently.

• For Facebook, active users in developed markets are still accessing the platform multiple times per day but these visits are brief. Social networkers in emerging markets devote significantly more time per visit.

• Facebookers of all ages are equally likely to be using the platform several times daily; on other networks, 16-34s are more frequent users than older groups.

SOCIAL NETWORK USAGE FREQUENCY

How often active users access each platform

Question: Thinking about the social platforms listed below that you use or contribute to each month, can you please tell us how often you typically use each one? /// Source: GlobalWebIndex Q4 2014 /// Base: Active Users of these Platforms Aged 16-64

Want to explore this data on the PRO Platform? Click Social Media > Social Platform Usage Frequency.



7

SOCIAL MEDIA ACTIVITIESTOP ACTIONS ON SOCIAL MEDIA

• Facebookers are much more likely to be clicking ‘like’ than Google+ or Twitter active users are to be hitting +1 or ‘favoriting’. Active users on Facebook are also more likely to be interacting with their friends.

• 3 in 10 on Facebook, one quarter on Twitter and 20% on Google+ started following a brand last month. A fifth or more of active users on all these platforms share branded content each month.

TOP 5 ACTIVITIES ON TWITTER, GOOGLE+ AND FACEBOOK

% of active users who did the following last month

Want to explore this data on the PRO Platform? Click Social Media > Social Platform Past Month Activities > Twitter/Facebook/Google+ Actions

Question: Thinking about when you use Twitter/Google+/Facebook, can you please tell us if you have done any of the following within the last month? /// Source: GlobalWebIndex Q4 2014 /// Base: Active Users of these Platforms Aged 16-64

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Facebook isn’t dead.More millennials use Facebook each month than watch traditional television.

Messenger for Bots and FriendsOver 1 billion users and has opened up its platform for more personal and proactive communication with bots.

Instagram GrowthGrowth in users and engagement are quickly making Instagram the second largest social network.

What is WhatsAppWith over 1 billion users globally users are turning to the platform for personal, ad-free conversations.



Social Media continues to evolve.



And so do we…



Voice and Experience


The State of Social MediaBut beware, because it is always changing

“It is not the strongest of the species that survives; nor the most intelligent that survives. It is the one that is most adaptable to change.” – Charles Darwin


Personal Branding and Social Media Etiquette


Personal Branding + Social Media EtiquetteDefining your own self, and establishing your brand

Establish your brand by strengthening your personal social networks while enriching your social streams

through thought leadership, relevant content and meaningful engagement.



Establish your brand by strengthening your personal social networks while enriching your social streams

through thought leadership, relevant content and meaningful engagement.



!

SEARCH



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MONITOR



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RESUME

EXPERIENCE

LAUGHLIN CONSTABLE | 2008 - PresentVICE PRESIDENT, DIGITAL + COMMUNICATIONS STRATEGYQuite simply, my role as a planner is to develop strategies that will connect

the brand to the consumer and the consumer to the brand. Articulate the

right question, cultivate fresh insight and make the complex simple.

+ Perform detailed analysis of a client’s business, identify key opportuni-

ties, define the intended experience and measure everything.

+ Partner with Account, Analytics, Creative and Technology teams to

ensure a project’s handoff and long term success.

+ Directly impact our agency’s growth and bottom line as a key member

of our new business development team, having secured projects and

agency-of-record status at a success rate above 50%.

+ Establish and manage our social media practice with a dozen team

members and annual revenue of over $1.5MM.

+ Formalize our online media practice; defining process and best prac-

tices, developed media plans and tracked the efficacy of campaigns.

MARQUETTE UNIVERSITY | 2012 - PresentADJUNCT PROFESSOR + MENTORHaving spoken at Marquette for a few years, I now enjoy the opportunity

to educate the next generation of marketers through my course Emerging

and Social Media. It is a great experience to give back to the community

and share my expertise with the Diederich College of Communication.

HANSON DODGE CREATIVE | 2007 - 2008WEB PRODUCER + INTERIM DIGITAL PRACTICE LEADERThe depth and breadth of my digital marketing knowledge became the

foundation for my role at Hanson Dodge. My primary responsibility was

to develop digital strategies for our clients and to transfer them into an

actionable and measureable plan. My growth led to managing the digital

practice as well as resource allocation for the entire team.

MILWAUKEE JOURNAL SENTINEL | 1999 - 2006WEB DESIGN MANAGER + INTERIM TECHNICAL DIRECTORThis is where I built the foundation of my career. Web design, front and

back-end development, digital advertising and analytics. I also learned

about content and the editorial process. My interests became strengths

and my strengths drove business. Revenue for the department would in-

crease from $3MM in 2004 to $5.8MM in 2005, and nearly $10MM in 2006.

DENNIS JENDERSQUALIFICATIONS

Think, plan, execute. As a planner I live at the inter-

section of research, strategy and technology. It is here

where I can inspire new ways to connect and collabo-

rate with consumers.

Experience matters. I have more than 15 years of

experience developing marketing and communication

strategies for regional and national clients across a

variety of industries including CPG, fashion, finance,

health + beauty, non-profit, sports, technology, tourism

and more.

Always Innovating. Living on the bleeding edge

doesn’t mean recommending every new technology. I

enjoy taking new opportunities and applying the right

ones to a specific business, process, or opportunity. I

enjoy meaningful innovation –challenge me.

Metrics Focused. Innovating allows clients to take big

steps but when it comes to daily, continuous improve-

ment I believe in a data-driven, iterative approach that

continues to drive towards specific business goals.

Measurement and attribution is just as important as

developing the plan.

RELEVANT SKILLS

Advertising

Analytics

Brand Planning

Content

Digital Strategy

Media Planning

Social Media

User Experience

RECENT HONORS

2013 BRONZE EFFIE - No One Deserves to Die (Lung Cancer Alliance)

2013 SILVER OBIE - No One Deserves to Die (Lung Cancer Alliance)

2013 WEBBY NOMINEE - No One Deserves to Die (Lung Cancer Alliance)

2013 FACEBOOK STUDIO NOMINEE - No One Deserves to Die (Lung Cancer Alliance)

2013 PRSA BEST IN SHOW - Big Bundle Up (Wisconsin Dept. of Tourism)

2013 GOLD OBIE - Fun. Courtesy of TravelWisconsin.com (Wisconsin Dept. of Tourism)

2012 PLATINUM MARCOMM - Mittengate (Wisconsin Dept. of Tourism)

2012 MERCURY AWARDS - Mittengate (Wisconsin Dept. of Tourism)

ORGANIZATIONS

MILWAUKEE INTERACTIVE MARKETING ASSOCIATION

A founding board member and currently president-elect.

INSIGHT SUMMIT SERIES

The inaugural Digital Marketing Summit was conceived,

organized, and executed along with Marquette University.

The sold-out event featured more than 30 thought leaders,

more than 500 attendees, and raised over $30,000 to

benefit a scholarship fund for students.

4819 S. Lake Drive, Cudahy, WI 53110e: [email protected] t: (414) 759-6311 w: www.jenders.com

References available upon request.

ABIGAIL GILMAN Social Strategy Manager | 262.352.7141 | [email protected] | @abigilman

Hi, I’m Abigail. You can call me Abi. I’m a tenacious and entrepreneurial social strategist with a passion for trying new things, building strong teams and producing inspiring campaigns for great retail brands.

CHANNEL EXPERIENCE Facebook, Twitter, Pinterest, Instagram, Tumblr, Wordpress, Vine, LinkedIn, YouTube, Foursquare, Google+, Snapchat? You name the platform, I’ve developed a brand strategy for it.

EDUCATION University of Wisconsin-Whitewater, Journalism + Multimedia and Design

PLATFORM EXPERTISE Curalate, Sysomos, Radian6, Google Analytics, Omniture, Pagelever, Basecamp, Crowdbooster, Onlypult, Offerpop, Hootsuite, Desk.com, Percolate, Microsoft Office, Pages, Numbers, Keynote, Adobe Creative Suite, Understanding of HTML + CSS.

December 2013 - Present

SOCIAL STRATEGY MANAGER Bon-Ton Stores, Inc. Note: During my employment, I was promoted from Senior Social Strategist to Social Strategy Manager & Blog Editor.

Lead social brand strategy, influencer marketing, content creation, community management, customer relationship management, social app development, competitor + industry tracking and analytics for all seven Bon-Ton brands. Provide insight on industry trends and identify opportunities for growth. Manage social media and blog editorial teams. Launched and maintain #LoveStyle blogs for all Bon-Ton brands.

Ensure social integration with traditional advertising channels by synchronizing strategies and key initiative support with cross-functional teams.

January 2015 - Present

ADJUNCT PROFESSOR Marquette University

After years of guest lecturing and speaking at Marquette, I now have the opportunity to mentor and educate the next generation of digital strategists and social media marketers. My course Emerging and Social Media teaches students how to think strategically and leverage social media platforms on behalf of a brand. It’s been the ultimate reward to share my expertise and give back to the community.

April 2010 - December 2013

SENIOR SOCIAL EDITOR + STRATEGIST Laughlin Constable Note: During my employment, I was promoted from Junior Communications to Communications Coordinator to Social Content Strategist to Senior Social Strategist + Editor.

Develop and execute holistic, fully-integrated and performance-based social strategies for Bon-Ton Department Stores, Inc.

September 2009 - April 2010

ACCOUNT COORDINATOR CAFFEINE COMMUNICATIONS Note: During my employment, I was promoted from an Intern to Account Coordinator.

Planned and executed social campaigns, events and brand management for clients including Harley-Davidson’s young adult division and the 2010 PGA Championship.



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PORTFOLIO



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NETWORK

Personal Branding


KID ROCK

Whether you like him or not, he has an established brand. You may

think of rock n’ roll, rap, a rebel, American, or even a badass.



HOW YOU PERCEIVE YOURSELF

HOW OTHERS PERCEIVE YOU=


BeAuthentic

Be authentic. Be your true self. It is so much easier to do this than try to fake it or attempt to be someone else.

Be inspired. Follow those that make a difference in the community or the industry.

Be inspiring. Share information that creates a social currency between you and your audience.


Find YourTrue Voice

Everyone has a unique voice and tone. Find it. It may not be right on your first attempt. It may not be completely honed in the next 16 weeks. But continue to work on establishing that voice and you will stand out from the crowd.


Write WhatYou Know

We’ll be extremely active this semester as you will write for a number of platforms including a blog, Medium, and openly on Twitter. Don’t embarrass yourself or try too hard. Write what you know.


Act Like YourMom Is Watching

Don’t be that guy. Don’t be the person that embarrasses themselves, the class, or me. We will be participating on platforms that are seen by your peers, potential employers, and speakers that will join us in class. Think classy. Be classy.


Remember It Make Take Time

Some of you may be extremely comfortable with social media, some of you are just learning. Some of you are ready to graduate, and others are just beginning their journey.

As you continue to work towards mastering your craft and the use of social media channels remember that it takes time and your hard work will pay off – keep at it, and if you have any questions leverage me, and your class of peers.


OccasionallyReassess Or Reinvent

Brands get stale if you don’t occasionally reassess or reinvent them. Review and audit where you are today, reflect on where you’ve been and where you’d like to go. Create a brand that will help you get there, that is better than yesterday, and striving for what comes tomorrow.


“ABSORB WHAT IS USEFUL. DISCARD WHAT IS NOT. ADD WHAT

IS UNIQUELY YOUR OWN.”- BRUCE LEE


Personal Branding + Social Media EtiquetteEtiquette across your activity streams

&

RESPOND: Don’t keep people waiting. Social media happens in real-time, so respond quickly.

PERSONALITY: Convey your personality throughout all your interactions with conversational Tweets.

INTERACT: Reply, share, retweet, and thank your most loyal followers and fans.

♥

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STAND OUT: Share unique, interesting and diverse content – give people a reason to follow you.

SECURITY: Networks are making it easier to secure your profiles. Carefully consider what you share.

CONSISTENT: Your voice should remain consistent but your tone can change based on the situation.

)

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Break


Setting Up the Platforms for this Course


Recommended Resources


Recommended ResourcesHootsuite and Tweetdeck


Recommended ResourcesShare easily using Buffer

https://bufferapp.com







































































































Recommended ResourcesOr try using Hootlet from Hootsuite


Recommended ResourcesWho to follow, and tools you can use

http://www.emarketer.com/

http://www.nielsen.com/

http://www.comscore.com

http://www.pewinternet.org/

http://www.thinkwithgoogle.com/














































































































http://www.altimetergroup.com/

http://www.sysomos.com/

http://www.salesforcemarketingcloud.com/blog/

























































































http://www.mashable.com




























































































http://www.crimsonhexagon.com/

http://sproutsocial.com/






































































https://hootsuite.com

http://www.socialmediaexaminer.com

http://www.mckinsey.com/






























































































https://hbr.org/

http://www.socialmediatoday.com/




















































































https://contently.com/


























































































http://www.fastcompany.com/































































































































http://www.apple.com








































































http://www.searchenginejournal.com/







































































Assignment


AssignmentAugust 31, 2016

CourseSurvey



Join The Facebook

Group



CreateYour Blog



Send Twitter Handle And Follow The

Hashtag



Write Your About Me

Post OnYour Blog



ASSIGNMENT

Complete the course survey• https://www.surveymonkey.com/r/57CWFG7

• Join the Emerging & Social Media Trends Facebook Group• https://www.facebook.com/groups/emergingandsocialmedia

• Create your Wordpress blog• https://wordpress.com/start/website?ref=homepage

• Create an About Me page including a completed form of this Q&A.• Share a link to your blog About Me page within the Facebook Group on the pinned post with the

headline “WEEK 1 ASSIGNMENT” • Create a Twitter account, follow everyone in class, use the hashtag #ADPR4300

• Share your a link to your Twitter page within the Facebook Group on the pinned post with the

headline “TWITTER ACCOUNTS” • Dennis will collect all Twitter handles and create a list you can follow• https://twitter.com/djenders/lists/adpr4300-fall-2016

• Begin using the #ADPR4300 hashtag

https://www.surveymonkey.com/r/57CWFG7

https://www.facebook.com/groups/emergingandsocialmedia

https://wordpress.com/start/website?ref=homepage

https://twitter.com/djenders/lists/adpr4300-fall-2016

Q & A


Introduction to Emerging and Social Media (ADPR4300)

Social Media

Transcript of Introduction to Emerging and Social Media (ADPR4300)