Welcome to the Digital Media Wiki
From The Yaffe Center
Contents |
Digital Marketing Wikis
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 YC has sponsored outside speakers, conferences, events and courses which have covered these topics. 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.
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. We look forward to your contributions.
Yaffe Center Digital
Digital Media: Overall Perspectives
- Wikis
- Presentations
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- 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
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- 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
