Welcome to the Digital Media Wiki

From The Yaffe Center

Revision as of 17:10, 6 August 2011

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.

About The Yaffe Center

Yaffe Center Digital

Digital Media: Overall Perspectives

Wikis

Practical Guide to Digital Marketing

Presentations

• "Life After the 30-Second Spot"

By Joseph Jaffe, President, Jaffe LLC; former Interactive Media Head at TBWA\Chiat\Day and OMD USA (see www.getthejuice.com), author of the best-selling book "Life After the 30 Second Spot"

• "How to Put Together a Digital Plan"

By: Robert Haverback, Director of Digital Marketing at TD Ameritrade

• "Using Non-Traditional Communications Effectively"

By Derek Koenig, Chief Marketing Officer of Discovery Communications

Links

Mashable

Promo

Search Engine Marketing

Wikis

Search Engine Advertising

Search Engine Optimization

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.

Links

Search Engine Watch

Display and Video Advertising

Wikis

Display Ad Targeting

Presentations

"Google's View of the World"....Michal Lorenc, Google

"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

Using Social Networking for Marketing

Viral Marketing

Presentations

"Social Media at Ford".......Scott Monty, Ford

"Disney and Social Media"....Elizabeth Smith Brigham, Disney Parks

"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

Promo:Social Marketing

Mobile Marketing

Wikis

Mobile Marketing

Links

What's New & What's Next

Presentations

"What's New and What's Next?"........Dr. Sid Shah, Efficient Frontier

"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