Welcome to the Digital Media Wiki

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== Digital Marketing Wikis ==
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[[http://www.example.com link title]]== Yaffe Center Digital Media Resources Hub  ==
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Digital initiatives have led to the development of new media models and previously untapped opportunities in advertising and marketing. From search engine marketing to corporate websites, from social media pages to blogs,and from email campaigns to the newest mobile devices, the digital world has had a profound impact on marketing and communications.
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Digital initiatives have led to the development of new media models and previously untapped opportunities in advertising and marketing. From search engine marketing to corporate websites, from social media pages to blogs,and from email campaigns to the newest mobile devices, the digital world has had a profound impact on marketing and communications.  
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Over the past several years, the YC has sponsored outside speakers, conferences, events and courses which have covered these topics.
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Most recently, it is developing wikis to collect the latest information, best practices, and learnings on key topics within digital marketing. These wiki pages will be based on student papers and independent study projects but can be updated and added to by anyone in the U-M community.
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Our initial wikis will cover the following topics: [[Using Social Networking for Marketing]], [[Viral Marketing]], [[Search Engine Marketing]], [[Search Engine Optimization]], [[Mobile Marketing]]. Once developed, these pages will be a place to turn for anyone in the U-M community interested in learning and sharing information. And anyone with a U-M ID can contribute, edit, or update them, subject to Yaffe Center supervision and controls.
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The [[Yaffe Center|Yaffe Center]] has developed this page to provide information, presentations, links, and student developed wikis on the following topics:
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We look forward to your contributions.
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[[About The Yaffe Center]]
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*[[Main Page]]
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**[[About The Yaffe Center]]
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**[[About This Digital Media Resource Hub]]
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***[[How to Use this Resource Hub]]
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***[[How to Send Us Updates and Comments]]
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== Yaffe Center Digital ==
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*[[Integrative Overviews and What's Next]]
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**[[The Context: Facts and Figures]]
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**[[Overview: Practical Guide to Digital Marketing]]
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**[[The ROI Challenge: What Metrics to Use?]]
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**[[Where Should I Use What Technique?]]
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**[[Using the New Media for B2B Marketing]]
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**[[Integrated Campaigns]]
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**[[What's New & What's Next]]
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**[[Terminology]]
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**[[Academic Studies]]
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**[[Best Practices of Integrative Overviews and What's Next]]
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**[[Archives]]
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====Digital Media: Overall Perspectives====
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*[[Corporate and Brand Websites]]
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:'''Wikis'''
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**[[The Role and Structure of Own Websites]]
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::[[Practical Guide to Digital Marketing]]
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**[[Site Navigation and Design]]
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:'''Presentations'''
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**[[Improving Own Websites]]
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::"Life After The :30 Spot"....Joseph Jaffe, author
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**[[Terminology]]
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::"How To Put Together A Digital Plan"........Robert Haverback, TD Ameritrade
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**[[Academic Studies]]
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::"Using Non-Traditional Commercials".......Derek Koenig, Discovery Network
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**[[Best Practices of Corporate and Brand Websites]]
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:'''Links'''
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**[[Archives]]
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::Mashable [http://mashable.com/]
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::Promo [http://promomagazine.com/]
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====Search Engine Marketing====
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*[[Banner and Display Ads]]
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:'''Wikis'''
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**[[Targeting and Re-Targeting Techniques]]
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::[[Search Engine Advertising]]
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**[[Terminology]]
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::[[Search Engine Optimization]]
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**[[Academic Studies]]
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:'''Workshops'''
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**[[Best Practices of Banner and Display Ads]]
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::Search Engine Workshop with presentations by Professor, Bud Gibson, Eastern Michigan University, Elyse Guilfoyle, Google, Megan
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**[[Archives]]
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::Part One: Search Engine Perspective
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:::Charles Scrase, Online Sales and Operations Manager at Google, gave an introduction to natural search and strategies on how to maximize results. He also presented an overview of paid search, using AdWords as an illustration. Participants were given the opportunity to set up their own AdWords accounts and were guided through best-practices strategies. Click to watch http://www.bus.umich.edu/FacultyResearch/ResearchCenters/centers/Yaffe/downloads/Agency-Client%20Search%20Perspective[1]
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::Part Two: Agency-Client Search Perspective
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:::Brian Doelle, Director at SMG Search, spoke on search marketing, what works and what doesn’t. Participants then worked in teams to assess the search campaign of a hypothetical company.Zlatos, Pure Visibility, and Melanie Mitchell, Digitas. Click to watch [[Watch:http://www.bus.umich.edu/FacultyResearch/ResearchCenters/centers/Yaffe/downloads/Agency-Client%20Search%20Perspective[1].pdf]]
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:'''Links'''
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::Search Engine Watch [http://searchenginewatch.com/]
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====Display and Video Advertising====
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*[[Using Third-Party Websites]]
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:'''Wikis'''
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**[[Marketing in the Blogosphere]]
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::[[Display Ad Targeting]]
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**[[Putting "Native Content" onto Others' Sites]]
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:'''Presentations'''
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**[[Terminology]]
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::"Google's View of the World"....Michal Lorenc, Google
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**[[Academic Studies]]
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::"Digital Media at Chrysler".....Neville Manohar, Chrysler
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**[[Best Practices of Using Third-Party Websites]]
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::"Web 1.X: The "Basics" Aren't Basic Anymore" By: Jennifer Kohler, Associate Director at Digitas
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**[[Archives]]
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:'''Links'''
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====Social Media====
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*[[Using Social Media]]
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:'''Wikis'''
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**[[Social Marketing]]
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::[[Marketing in the Blogosphere|Marketing in the Blogosphere]]
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**[[Using Facebook]]
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::[[Using Social Networking for Marketing]]
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***[[Facebook Techniques: Overview]]
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::[[Viral Marketing]]
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***[[GraphSearch on Facebook]]
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:'''Presentations'''
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***[[Custom Audiences]]
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::"Social Media at Ford".......Scott Monty, Ford
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**[[Using Twitter]]
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::"Disney and Social Media"....Elizabeth Smith Brigham, Disney Parks
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**[[Using Pinterest]]
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::[http://yaffecenter.org/downloads/speakers/Christine_O'Connell.pdf"Web 2.0: User Generated Content in the Social Web"] By: Alicia Dorsett, Social Media Strategist at Manning, Selvage, and Lee and Christine O'Connell, Associate Director at Digitas
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**[[Terminology]]
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:'''Links'''
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**[[Academic Studies]]
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::[http://promomagazine.com/viralmarketing/ Promo:Social Marketing]
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**[[Best Practices of Using Social Media]]
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**[[Archives]]
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====Mobile Marketing====
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*[[Viral Marketing]]
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:'''Wikis'''
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**[[Viral Marketing Overview]]
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::[[Mobile Marketing]]
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**[[Techniques to Create Pass-Along and WOM]]
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:'''Links'''
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**[[Using YouTube]]
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**[[Terminology]]
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**[[Academic Studies]]
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**[[Best Practices of Viral Marketing]]
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**[[Archives]]
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====What's New & What's Next====
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*[[Search Engine Marketing]]
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:'''Presentations'''
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**[[Search Engine Marketing Overview]]
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::"What's New and What's Next?"........Dr. Sid Shah, Efficient Frontier
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**[[Search Engine Optimization]]
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::[http://rossmedia.bus.umich.edu/rossmedia/SilverlightPlayer/Default.aspx?peid=a1c26acb6d734e16873ce6d84a700f08 "Digital Marketing: State of the Art, and Lessons Learned"] By Rishad Tobaccowala, CIO of Publicis Groupe and CEO of Denuo
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***[[On-Page SEO]]
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::[http://yaffecenter.org/downloads/speakers/chuck_schultz.ppt"Web X.0: Emerging and Nascent Digital Challenges"] Chuck Shultz, New Media Director at Starcom MediaVest Group
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***[[Off-Page SEO]]
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***[[Search Engine Optimizers]]
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**[[Terminology]]
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**[[Academic Studies]]
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**[[Best Practices of Search Engine Optimization]]
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**[[Search Engine Advertising]]
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***[[How Google AdWords Works]]
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***[[Keyword Optimization]]
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****[[Optimizing for Local Search]]
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**[[Terminology]]
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**[[Academic Studies]]
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**[[Best Practices of Search Engine Advertising]]
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**[[Archives]]
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*[[Mobile Marketing]]
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**[[Mobile Marketing Overview]]
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**[[Mobile Marketing Techniques]]
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**[[Terminology]]
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**[[Academic Studies]]
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**[[Best Practices of Mobile Marketing]]
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**[[Archives]]
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*[[Creative Techniques]]
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**[[Overview of Creative Techniques]]
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**[[Banner and Display Ad Strategies]]
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**[[Search Engine Ads]]
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**[[Social Media Strategies]]
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**[[Mobile]]
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**[[Email Ads]]
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**[[Video]]
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**[[Archives]]
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*[[Email Marketing]]
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**[[Overview and Techniques of Email Marketing]]
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**[[Terminology]]
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**[[Academic Studies]]
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**[[Best Practices of Email Marketing]]
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**[[Archives]]
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*[[Privacy and Regulations]]
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**[[Overview and Discussion of Privacy and Regulations]]
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**[[Terminology]]
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**[[Academic Studies]]
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**[[Best Practices of Privacy and Regulations]]
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**[[Archives]][http://www.plexusslimreviews.net.com plexus slim reviews]
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Further contributions are welcomed: [http://www.yaffecenter.org/FacultyResearch/ResearchCenters/centers/Yaffe/contact_us/ send message]
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Links in red are currently under construction.

Current revision

Image:Logo ross.jpg Image:Logo text yaffe.jpg

[link title]== Yaffe Center Digital Media Resources Hub ==

Digital initiatives have led to the development of new media models and previously untapped opportunities in advertising and marketing. From search engine marketing to corporate websites, from social media pages to blogs,and from email campaigns to the newest mobile devices, the digital world has had a profound impact on marketing and communications.

The Yaffe Center has developed this page to provide information, presentations, links, and student developed wikis on the following topics:




Further contributions are welcomed: send message

Links in red are currently under construction.

Retrieved from "http://webservices.itcs.umich.edu/mediawiki/YaffeCenter/index.php/Welcome_to_the_Digital_Media_Wiki"
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