emerging and social media: week one

WK 01. WELCOME TO #ADPR4300

EMERGING + SOCIAL MEDIA

MARQUETTE UNIVERSITY

Welcome to #ADPR4300

The State of Social Media in 2015

Personal Branding + Etiquette

Wordpress Introduction + Setup

Recommended Resources

Assignment

Q+A

TODAY’S AGENDA

SEPTEMBER 2, 2015

01

02

03

04

05

06

07

2Emerging + Social Media: Welcome to #ADPR4300

WELCOME TO #ADPR4300

LETS GET SOCIAL


WELCOME TO

#ADPR4300


Welcome to #ADPR4300ABIGAIL GILMAN // @ABIGILMAN

WHO AM I + HOW I GOT HERE

Young professional with a love for content, fashion &

mentoring.

• Second semester @ Marquette

• 4 years in the agency world: Boutique (Caffeine) &

Mid-Size (Laughlin Constable).

• 2 years on the brand side: Bon-Ton Stores

HOBBIES + INTERESTS

• Fashion. Lifestyle. Pop Culture

• Adventuring. Trying. Creating.

• Cheese

JUST GIVE IT ALL YOU’VE GOT.


Welcome to #ADPR4300DENNIS JENDERS // @DJENDERS

WHO AM I + HOW I GOT HERE

Eclectic background, began teaching at Marquette five

years ago.

• 7 years at the Milwaukee Journal Sentinel.

• More than 8 years at agencies including Hanson

Dodge, Laughlin Constable, and 7Summits.

• Nearly a year at the EAA (Experimental Aircraft

Association).

HOBBIES + INTERESTS

• Photography, Gadgets, and Drones

• Packers, Bucks, Brewers

• Aspiring Pilot

CONTACT INFORMATION

• [email protected]

• [email protected]

• 414-759-6311

LIFE IS A JOURNEY, ENJOYEACH AND EVERY PART OF IT

mailto:[email protected]


Welcome to #ADPR4300LEARNING MORE ABOUT YOU

Frequently Ocassionally Sometimes Seldom Never Total Weighted Average

Facebook 17 4 0 0 0 21 4.81

Twitter 10 4 1 3 3 21 3.71

LinkedIn 2 8 5 4 2 21 3.19

Pinterest 3 5 2 6 5 21 2.76

YouTube 7 7 7 0 0 21 4.00

Google+ 4 0 2 3 12 21 2.10

Instagram 18 1 0 1 1 21 4.62

Vine 1 3 2 6 9 21 2.10



Frequently Ocassionally Sometimes Seldom Never Total Weighted Average

Periscope 0 0 1 2 18 21 1.19

Meerkat 0 0 0 1 20 21 1.05

Flickr 0 0 1 2 18 21 1.19

Tumblr 1 2 2 5 11 21 1.90

Reddit 1 1 1 0 18 21 1.43

Foursquare 0 0 0 1 20 21 1.05

Yelp 1 0 4 5 11 21 1.81

Stumbleupon 1 2 1 2 15 21 1.67



Q2: Have you worked in a position or internship where your primary role used social media?

Yes

No

9 11 13 15

11

10



Q3: What is your experience level using social media in a professional capacity?

Extremely

Very

Moderately

Slightly

Not at All

0 5 10 15

4

2

10

3

2



Q4: Which of the following devices do you own? (Check all that apply.)

Desktop

Laptop

Netbook

Smart Phone

Tablet

Other

0 5 10 15

2

8

21

0

21

3



Q6: Where does this course fit within your overall degree?

It fulfills a requirement for my major.

It fulfills a requirement for my minor.

It provides general elective credits for my degree.

None of the above.

0 5 10 15

0

7

3

11


Welcome to #ADPR4300A PEEK AT THIS SEMESTER

WK 1: Introduction to #ADPR4300

Introduction to #ADPR4300, Social Media Etiquette and

Personal Branding.

WK 2: Social Media Channels

Exploration of the variety of established and emerging

social media channels.

WK 3: Social Media Strategy

Introduction to the elements of developing a

comprehensive social media strategy.

WK 4: Content and Engagement

Discuss the hub and spoke model for content development

and driving engagement.

WK 5: Measurement and Analytics

Assess the variety of metrics that might be used to

measure success for social media programs.

WK 6: Social Media Monitoring

Introduction to social media monitoring and using these

platforms for research.

WK 7: Preparation: Midterm Exam

Working class to gather as a team and consult with Dennis

and Abi on midterm assignment.

WK 8: Midterm Exam + Break

Completion of the midterm exam and a few days of rest

and relaxation.


Welcome to #ADPR4300A PEEK AT THIS SEMESTER

WK 9: Advertising

Introduction to the advertising opportunities across major

social media channels

WK 10: Influencers + Advocates

Discuss the growing role of influencer marketing for brands

through social media channels.

WK 11: Governance + Final Exam Revealed

Discuss the importance of governance and establishing a

social media policy.

WK 12: PR + Crisis Communications

Explore the role social media now plays in public relations

and the importance of preparing for the best and worst.

WK 13: Thanksgiving Holiday

Enjoy the holiday break and come back refreshed as we

head in the last few weeks of the semester.

WK 14: Panel of Social Media Professionals

Bring your questions as we invite a panel of social media

professionals to #ADPR4300.

WK 15: Preparation: Final Exam

Working class to gather as a team and consult with Dennis

and Abi on final exam.

WK 16: Final Exam

Final exam with team presentations and a celebration to

the end of the semester.

THE STATE OF SOCIAL MEDIA IN 2015

MUCH HAS CHANGED, IN VERY SHORT TIME



State of Social MediaCURRENT TRENDS

SOCIAL MEDIA ISN’T ABOUT TECHNOLOGY, NETWORKS, OR TAKING #SELFIES. IT IS ABOUT CONNECTING AND CULTIVATING RELATIONSHIPS THAT LEAD TO MEANINGFUL ENGAGEMENT.



Trends

• While its growth has slowed, the level of user engagement with the Facebook platform has increased.

• Twitter, Instagram, Pinterest and LinkedIn saw significant increases over the past year in the proportion of online adults who use their sites.

• 52% of online adults now use two or more social media sites.

• More than half of all online adults 65 and older (56%) use Facebook. This represents 31% of all seniors.

• Roughly half of internet-using young adults ages 18-29 (53%) use Instagram. And half of all Instagram users (49%) use the site daily.

• Women dominate Pinterest: 42% of online women now use the platform, compared with 13% of online men.


State of Social MediaACCESS BY DEVICE TYPE

4

SOCIAL MEDIA ACCESS

USAGE BY DEVICE

• 7 in 10 internet users are active on social media, rising to over 80% in some fast-

growth markets (like Argentina, Mexico and Turkey).

• Led by users in emerging markets, mobile and tablet networking is booming while

PCs/laptops decline in importance as social media devices.

• 4 in 10 internet users actively use social media apps. Half of Facebook’s active

users are access its app each month, whereas some of the smaller platforms like

Pinterest or Tumblr post lower ratios.

SOCIAL MEDIA ACCESS BY DEVICE % who used a social networking service last month via these devices

Question: Which of the following have you done online in the past month

on PC/mobile/tablet? Used a Social Networking Service. /// Source:

GlobalWebIndex Q4 2014 /// Base: Internet Users Aged 16-64

Want to explore this data on the PRO Platform? Click Cross Device > Online

Activities > Online Activities Done in Last Month on PC, Mobile or Tablet.


State of Social MediaVISITORS VS. ACTIVITY

5

MEMBERS, ACTIVE USERS & VISITORSTHE DIFFERENT DEGREES OF SOCIAL MEDIA ENGAGEMENT

• Outside China, over 80% of internet users have a Facebook account but rates may have reached a ceiling. In contrast, Tumblr and Pinterest have trebled their membership numbers since 2012.

• Multi-networking is flourishing – the average internet user now has 5.5 accounts and is active on about 3 platforms. 16-24s and users in emerging markets lead the way here.

• Across most social networks tracked by GWI, close to half of members are active users, though the ratio on Google+ is notably lower (36%).

• More internet users now visit YouTube each month than Facebook. Twitter and YouTube have significantly more visitors than active users.

ACTIVE USERS VS VISITORS

% who visited the site last month

% who used or contributed to the site in the last month

Question: Which of the following sites/applications have you visited in the past month via PC/Laptop, Mobile or Tablet? /// Source: GlobalWebIndex Q4 2014 /// Base: Internet Users Aged 16-64 (exc. China)

Want to explore this data on the PRO Platform? Click Cross Device > Web Brand Visitation.


State of Social MediaUSAGE FREQUENCY

6

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.


State of Social MediaTOP ACTIVITIES

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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

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

“We live in a society that is as distracted as it is informed. People are making decision on what to read, view, purchase, visit, and sample based on the information that filters through their attention dashboards.”


State of Social MediaATTENTION + ACTIVITY STREAMS

SOCIAL

MOBILE REAL-TIME


State of Social MediaEMERGING VS. ESTABLISHED MEDIA

“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.”

PERSONAL BRANDING

THE IMPORTANCE OF DEVELOPING YOUR OWN BRAND



Personal BrandingDEFINE YOUR PERSONAL 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.


Personal BrandingESTABLISHING YOUR BRAND

01 SEARCH

!



01 SEARCH

!



02 MONITOR

"



03 RÉSUMÉ

#

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.

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.



04 PORTFOLIO

$



05 NETWORK

%

ROCK + ROLL. REBEL. AMERICAN. BADASS.



HOW YOU PERCEIVE YOURSELF

HOW OTHERS PERCEIVE YOU

=

01. BE AUTHENTIC

02. FIND YOUR VOICE

03. WRITE WHAT YOU KNOW

04. REMEMBER YOUR MOM IS WATCHING

05. IT TAKES TIME TO ESTABLISH YOURSELF AND REFINE YOUR SKILLS

06. OCCASIONALLY REASSESS (OR REINVENT) YOUR BRAND

“Absorb what is useful. Discard what is not. Add what is uniquely your own.” - Bruce Lee


Social Media EtiquetteATTENTION + 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.

♥

(

♥

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.

)

*

WORDPRESS

INTRODUCTION + SETUP



WordpressINTRODUCTION + SETUP

RECOMMENDED RESOURCES

WHO TO FOLLOW + TOOLS TO USE



Valuable ResourcesTWEETDECK


Valuable ResourcesBUFFER APP

https://bufferapp.com





























































































Valuable ResourcesWHO TO FOLLOW + TOOLS TO 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/





































































CLASS ASSIGNMENT

WK 1: SEPTEMBER 2, 2015



Class AssignmentSEPTEMBER 2, 2015 // DUE: SATURDAY, SEPTEMBER 5 @ NOON

READINGS

“Burn It Down, Start From Scratch And Build a Social

Media Strategy That Works” - Augie Ray

• Write a blog post reflecting on this article.

Include at least one piece of media (site your

source).

ASSIGNMENT

• Create your Wordpress blog.

• Create an About Me page including a

completed form of this Q&A.

• Create a Twitter account and follow everyone in

class.

http://www.experiencetheblog.com/2015/08/burn-it-down-start-from-scratch-and.html

https://twitter.com/AbiGilman/lists/adpr4300-fall-2015

CLASS DISCUSSION

COMMENTS, QUESTIONS, ANSWERS


emerging and social media: week one

Education