Welcome to the Digital Media Wiki
From The Yaffe Center
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The Yaffe Center has also created wikis with 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. | The Yaffe Center has also created wikis with 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. | ||
| + | == Yaffe Center Digital == | ||
| - | + | ====Digital Media: Overall Perspectives==== | |
| + | :'''Wikis''' | ||
| + | ::[[Practical Guide to Digital Marketing]] | ||
| + | :'''Presentations''' | ||
| + | ::*[http://www.bus.umich.edu/facultyresearch/researchcenters/centers/yaffe/events/asx/joseph-jaffe-lecture.asx "Life After the 30-Second Spot"] | ||
| + | :::By Joseph Jaffe, President, Jaffe LLC; former Interactive Media Head at TBWA\Chiat\Day and OMD USA ( [http://www.jaffejuice.com/ see www.jaffejuice.com] ), author of the best-selling book [http://www.lifeafter30.com/ "Life After the 30 Second Spot"] | ||
| + | ::*[http://yaffecenter.org/downloads/speakers/Christine_O'Connell.pdf "How to Put Together a Digital Plan"] | ||
| + | :::By: Robert Haverback, Director of Digital Marketing at TD Ameritrade | ||
| + | ::*[http://www.bus.umich.edu/facultyresearch/researchcenters/centers/yaffe/events/asx/koenig.asx "Using Non-Traditional Communications Effectively"] | ||
| + | :::By Derek Koenig, Chief Marketing Officer of Discovery Communications | ||
| + | :'''Links''' | ||
| + | ::[http://mashable.com/ Mashable] | ||
| + | ::[http://promomagazine.com/ Promo] | ||
| + | |||
| + | ====Search Engine Marketing==== | ||
| + | :'''Wikis''' | ||
| + | ::[[Search Engine Advertising]] | ||
| + | ::[[Search Engine Optimization]] | ||
| + | :'''Workshops''' | ||
| + | ::[http://www.bus.umich.edu/FacultyResearch/ResearchCenters/centers/Yaffe/archives/workshops/search_engines.html Search Engine Workshop] | ||
| + | :::*Part One: Search Engine Perspective | ||
| + | ::::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. | ||
| + | :::*Part Two: Agency-Client Search Perspective | ||
| + | ::::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. | ||
| + | :'''Links''' | ||
| + | ::[http://searchenginewatch.com/ Search Engine Watch] | ||
| + | |||
| + | ====Display and Video Advertising==== | ||
| + | :'''Wikis''' | ||
| + | ::[[Display Ad Targeting]] | ||
| + | :'''Presentations''' | ||
| + | ::* "Google's View of the Digital Advertising World." Michal Lorenc, Director of Advertising Sales, Google. Michal will talk about how Google views opportunities in digital advertising. | ||
| + | ::*"Digital Media at Chrysler".....Neville Manohar, Chrysler | ||
| + | ::*"Web 1.X: The "Basics" Aren't Basic Anymore" By: Jennifer Kohler, Associate Director at Digitas | ||
| + | :'''Links''' | ||
| + | |||
| + | ====Social Media==== | ||
| + | :'''Wikis''' | ||
| + | ::[[Marketing in the Blogosphere|Marketing in the Blogosphere]] | ||
| + | ::[[Using Social Networking for Marketing]] | ||
| + | ::[[Viral Marketing]] | ||
| + | :'''Presentations''' | ||
| + | ::*"Disney and Social Media." Elizabeth Smith Brigham, MBA from Michigan and Social Media expert at Disney will speak about what she's learned in her years at Disney and how that company uses social media. | ||
| + | ::*"Social Media at Ford".......Scott Monty, Ford | ||
| + | ::*[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 | ||
| + | :'''Links''' | ||
| + | ::[http://promomagazine.com/viralmarketing/ Promo:Social Marketing] | ||
| + | |||
| + | ====Mobile Marketing==== | ||
| + | :'''Wikis''' | ||
| + | ::[[Mobile Marketing]] | ||
| + | :'''Links''' | ||
| + | ::[http://promomagazine.com/mobilemarketing/ Promo: Mobile Marketing] | ||
| + | |||
| + | ====What's New & What's Next==== | ||
| + | :'''Presentations''' | ||
| + | ::*"What's New and Next in Digital Advertising"Jason Sutton, Michigan MBA and digital entrepreneur, and Sid Shah of digital consultant Efficient Frontier, will talk about the newest technology and lessons learned. | ||
| + | ::*[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 | ||
| + | ::*[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 | ||
Revision as of 16:42, 6 August 2011
Contents |
Digital Media Resources
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.
Over the past several years, the Yaffe Center ( About The Yaffe Center ) has sponsored outside speakers, conferences, events and courses which have covered these topics. The Yaffe Center has also created wikis with 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.
Yaffe Center Digital
Digital Media: Overall Perspectives
- Wikis
- Presentations
-
- By Joseph Jaffe, President, Jaffe LLC; former Interactive Media Head at TBWA\Chiat\Day and OMD USA ( see www.jaffejuice.com ), author of the best-selling book "Life After the 30 Second Spot"
- By: Robert Haverback, Director of Digital Marketing at TD Ameritrade
- By Derek Koenig, Chief Marketing Officer of Discovery Communications
-
- Links
Search Engine Marketing
- Wikis
- Workshops
- Search Engine Workshop
- Part One: Search Engine Perspective
- 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.
- Part Two: Agency-Client Search Perspective
- 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.
- Search Engine Workshop
- Links
Display and Video Advertising
- Wikis
- Presentations
- "Google's View of the Digital Advertising World." Michal Lorenc, Director of Advertising Sales, Google. Michal will talk about how Google views opportunities in digital advertising.
- "Digital Media at Chrysler".....Neville Manohar, Chrysler
- "Web 1.X: The "Basics" Aren't Basic Anymore" By: Jennifer Kohler, Associate Director at Digitas
- Links
Social Media
- Wikis
- Presentations
- "Disney and Social Media." Elizabeth Smith Brigham, MBA from Michigan and Social Media expert at Disney will speak about what she's learned in her years at Disney and how that company uses social media.
- "Social Media at Ford".......Scott Monty, Ford
- "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
- Links
Mobile Marketing
- Wikis
- Links
What's New & What's Next
- Presentations
- "What's New and Next in Digital Advertising"Jason Sutton, Michigan MBA and digital entrepreneur, and Sid Shah of digital consultant Efficient Frontier, will talk about the newest technology and lessons learned.
- "Digital Marketing: State of the Art, and Lessons Learned" By Rishad Tobaccowala, CIO of Publicis Groupe and CEO of Denuo
- "Web X.0: Emerging and Nascent Digital Challenges" Chuck Shultz, New Media Director at Starcom MediaVest Group
