This document provides an overview and plan for a student induction on digital marketing. It discusses the digital marketing program structure, upcoming events, and resources for students. Students are encouraged to actively research topics, contribute online, and get involved with extracurricular activities like the Digital Champions program to gain skills and experience in digital marketing. Employers are increasingly using social media in hiring and expect digital literacy and online professional profiles from candidates.

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Student Induction
Digital Marketing 2014
Lisa Harris

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3. About.me/lisa.harris
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4. Plan
• About the Digital Marketing Programme
• Overview of recent developments in digital marketing and
preparing for employment
• Upcoming events @unisouthampton
• The Digital Marketing MOOC
• The Digichamps
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5. What technologies are referred to
here?
“It will create forgetfulness in the learners'
souls, because they will not use their
memories.“ (Socrates, 469-399BC)
“The modern world overwhelms people with
data and this is confusing and harmful to the
mind” (Conrad Gessner, 1565)
Technology will kill… (Eric Qualman)
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7. Why should I study digital marketing?
• Marketing is changing:
– Rising customer expectations of real time information
and personalised engagement
– Focus on ‘value’, in terms of that offered to customers
and to the organisation as a whole
– Pervasive use of technology for communications and
performance analytics
• We talk to employers every week who are experiencing
significant skills shortages in these areas
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8. http://www.socialnomics.net/2011/12/28/infographic-every-60-seconds-on-the-web/ 8

9. MSc Digital Marketing
MSc Digital Marketing
40%
20%
40%
Analytics and Insight
Digital Communication
Value-driven Strategic
Marketing
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10. DM Programme Structure
Semester 1
– Marketing in the 21st Century
– Building Customer Insight
– Marketing Communications & Media Management
– Web Applications
Semester 2
– Advanced Digital Communications
– Web Analytics
– Multi-channel Retailing
– Design Thinking in Marketing
Dissertation
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Your contribution…
• Lecture sessions will provide you with the theory and practice of the topic – this is just
the tip of the iceberg! Your task is to explore “below the water line”
• As a student you must explore the topic in greater depth - 1 hour in the
classroom = many hours of research and fact finding!
• How?
• By using the library and the internet to seek out relevant articles, networking and
participating in events, blogging about your progress

12. Online resources to help you get started
• www.blackboard.soton.ac.uk
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13. Web Science Institute
• The Web Science Institute brings together world-leading
multidisciplinary expertise to tackle the most pressing
global challenges facing the World Wide Web and wider
society today. It is as much about social and organisational
behaviour, as about the underpinning technology.
• Events
– Barry Wellman 31st October 6pm @unisouthampton
• Funded PhD opportunities
• WSI Blog
• WSI website 13

14. Employability events this term
• Early booking essential! Check out the Careers website
• CV writing
• Building your LinkedIn profile
• Skills workshops
• Employer presentations
• Career fairs
Management School Employability Group (Facebook)
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15. Getting the most from your programme
• Debate, discuss, review module sessions together, reflect
• You are starting on a great journey – keep an open mind
• Contribute to class discussions and share useful materials
with the whole group
• Contribute to university clubs and societies
• Attend and network at internal and relevant external
events
• Build and manage your online profiles and networks
• Enjoy the experience 
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16. Digital marketing: where are we now?
• The Internet is now used by 78% of the British population, up
from 73% in 2011
• Social media use has plateaued at 61% (up from 60% two years
ago) – but new social tools eg WhatsApp not included (
Oxford Internet Surveys 2013)
• 77% of Fortune 500 now have active Twitter accounts and 70%
maintain a Facebook Page, according to a
University of Massachusetts Dartmouth study.
• 90% of small businesses now report using social media.
• The latest from Erik Qualman(3 mins)
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17. Pew Internet
• Photos and videos now key social currencies
– 46% of adult internet users post their own photos or
videos online = creators.
– 41% take photos or videos they have found online and
repost them on sites designed for sharing images =
curators.
– Pinterest, Instagram, ScoopIt and Tumblr have made
curating easier because they are organised for easy
image and video-sharing.
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18. Digital Trends 2014 by Smart Insights
Mobile (think smartphones and tablets)
Content (engagement through SMM drives SEO)
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19. So what are employers doing?
• According to a recent study by Jobvite
– 92% of recruiters use social media in the hiring process
– 80% had been positively influenced by a candidate’s professional social
network profile
– 78% had been negatively influenced towards a candidate’s inappropriate
use of social media
• The best candidates might not be actively looking for a new job (up to
90% of the workforce)
• Social media can identify the best talent , encourage conversation
and build relationships with them
• Enables recruiters to promote their company as “a great place to
work”
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20. Source: The Marketing Week Salary and Career Survey 2014,
January
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21. So what should job seekers do?
• Recognise that building an online personal brand is
now a critical aspect of career development
• It boosts our reputation and gives us new skills in
communication, creativity and reflective thinking.
• The information we display on social networks
should actively encourage rather than discourage
potential employers
• Don’t “opt out” - finding NOTHING about a person
on a Google search creates a negative impression
too
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22. Digital Champions
Sam Su
Oliver Bills
Panos Grimanellis
Marina Sakipi
George
Georgiev
Hamed
Ayhan
Hame
d
Ayhan
Farnoosh Berahman
Manish
Pathak
Ivan Melendez
Ahmed
Abulaila
Lucy Braiden
Alessia
Fiochi
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23. Student Digital Champions: Flo Broderick
• Took Digital Marketing and CI modules, learned
interviewing skills and video editing
• Helped out in a big way at Digital Media Europe
• Masterminded student contribution to
Digital Literacies Conference
• Provided student perspective on our research into
online learning MOOC filming in Portus
• Now in Madrid working for Telefonica Digital
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24. Joining the Digichamps
• More information:
– Digichamps Blog
– Facebook Group
– What do the Digichamps do? (video)
• Digichamps help staff and students with educational
applications of new technologies, build professional online
profiles, and manage social media for live events.
• Students from all University Faculties & all levels of study
• Send a note to Lisa explaining why you would like to join
the Digichamps and highlighting the skills you offer / would
like to develop 24

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26. The University’s objectives for MOOCs
• To position the University as a leader in the delivery of MOOCs
within the FutureLearn alliance
• To actively extend the engagement between the University and
the learner beyond the life of the MOOC, to maximise
opportunities for the learner to carry out further study
• To help facilitate the adoption of new technology within the
institution
• http://www.southampton.ac.uk/moocs/
• Lisa’s MOOC presentation
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27. MOOCs
• Showcase the university’s teaching/research /student
contributions to encourage enrolments on campus courses
and inspire innovation there
• Sharing of participants’ intentions/experiences via social
media is integral to the package
• these interactions carry an authenticity that traditional
promotional materials lack.
• Mobile/tablet access to course is crucial
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28. Getting started: useful resources
• Social media for the terrified (by Sue Beckingham, Sheffield
Hallam)
• Customising content - a useful infographic by Marketing Profs
• Time spent online to exceed time watching TV in 2014
(eMarketer research)
• The digital revolution is still gearing up (Marketing Week)
• “Every potential candidate for 2040 presidential election is now
unelectable due to Facebook” - satire
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