Introduction to Emerging and Social Media (ADPR4300)

1Emerging + Social Media: Welcome to #ADPR4300
Emerging and Social Media
Join our group on Facebook:
facebook.com/groups/EmergingAndSocialMedia/
Join the conversation on Twitter:
#ADPR4300
August 31, 2016
Course Introduction,
Social Media Etiquette, and
Personal Branding

Today’s
Agenda
• Welcome to #ADPR4300
• The State of Social Media in 2016
• Personal Branding + Etiquette
• Wordpress Introduction + Setup
• Recommended Resources
• Assignment
• Q+A

Introduction to
#ADPR4300

Dennis
Jenders
VP DIGITAL + SOCIAL // GMR
Think, plan, execute. As a planner I live at the intersection of
research, strategy and technology. It is here where I can inspire new
ways to connect and collaborate with consumers.
I have more than 17 years of experience developing marketing and
communication strategies for regional and national clients across a
variety of industries including CPG, fashion, finance, health + beauty,
non-profit, sports, technology, tourism, aviation and more.
Always Innovating. Living on the bleeding edge doesn’t mean
recommending every new technology. I enjoy taking new opportunities
and applying the right ones to a specific business, process, or
opportunity. I enjoy meaningful innovation – challenge me.
e: dennis.jenders@marquette.edu
c: 414-759-6311
LINKEDIN PROFILE BLOG / RESUME @DJENDERS

Two Truths
And A Lie
• Formally a baker and cake decorator
• I’ve piloted an F-14 Tomcat
• Knows every lyric to every NWA song

Work
Hard.
Play
Hard.

Week 3: Content + Engagement
Introduction to social media monitoring and using these
platforms for research.
Week 4: Social Media Monitoring
Introduction to #ADPR4300, Social Media Etiquette and
Personal Branding.
Week 1: Course Introduction
Exploration of the variety of established and emerging social
media channels.
Week 2: Social Media Channels
Discuss the hub and spoke model for content development and
driving engagement.
Week 7: Midterm Preparation
Working class to gather as a team and consult with Dennis on
the midterm assignment.
Week 8: Midterm Exam
Explore the role social media now plays in public relations and
the importance of preparing for the best and worst.
Week 5: Community + Crisis Management
Discuss importance of developing a measurement plan for your
social media program.
Week 6: Measurement
the midterm assignment.
Welcome to #ADPR4300
Lets take a peek at the semester

Lets take a peek at the semester
Week 11: Influencers + Advocates
Bring your questions as we invite a panel of social media
professionals to #ADPR4300.
Week 12: Pros Panel
A representative from each brand will join us as a guest speaker
to share an overview of their brand objectives.
Week 9: Introducing Our Clients
Examine frameworks for developing a comprehensive social
media strategy and look at real-world examples.
Week 10: Social Media Strategy
Discuss the growing role of influencer marketing through which
brands partner with popular social media users.
Week 15: Final Preparation
In class presentation of social media strategies to class and
brand representatives.
Week 16: Final Exam
Morbi mollis tellus ac sapien. Ut leo. Cras risus ipsum, faucibus
ut, ullamcorper id, varius ac, leo. Nullam accumsan lorem in dui.
Week 13: Thanksgiving Holiday
Focus on the importance of creating and maintaining a
professional networking presence through various social media.
Week 14: Networking + Branding Yourself
the final exam.

But what do I really get out of this class?
=

=

The State of
Social Media in
2016 / 2017

The State of Social Media
2016 / 2017

2016 / 2017

2016 / 2017
6
• For Facebook, active users in developed markets are still accessing the platform multiple times per day but these visits are
brief. Social networkers in emerging markets devote significantly more time per visit.
• Facebookers of all ages are equally likely to be using the platform several times daily; on other networks, 16-34s are more
frequent users than older groups.
SOCIAL NETWORK USAGE FREQUENCY
How often active users access each platform
Question: Thinking about the social platforms listed below that you use or contribute
to each month, can you please tell us how often you typically use each one? /// Source:
GlobalWebIndex Q4 2014 /// Base: Active Users of these Platforms Aged 16-64
Want to explore this data on the PRO Platform? Click Social Media >
Social Platform Usage Frequency.

2016 / 2017
• Facebookers are much more likely to be clicking ‘like’ than Google+ or Twitter active users are to be hitting +1 or ‘favoriting’.
Active users on Facebook are also more likely to be interacting with their friends.
• 3 in 10 on Facebook, one quarter on Twitter and 20% on Google+ started following a brand last month. A fifth or more of active
users on all these platforms share branded content each month.
TOP 5 ACTIVITIES ON TWITTER, GOOGLE+ AND FACEBOOK
% of active users who did the following last month
Want to explore this data on the PRO Platform? Click Social Media > Social Platform Past Month Activities > Twitter/Facebook/Google+ Actions
Question: Thinking about when you use Twitter/Google+/Facebook, can you please tell us if you have done any of the following within the
last month? /// Source: GlobalWebIndex Q4 2014 /// Base: Active Users of these Platforms Aged 16-64

2016 / 2017
• Facebookers are much more likely to be clicking ‘like’ than Google+ or Twitter active users are to be hitting +1 or ‘favoriting’.
Active users on Facebook are also more likely to be interacting with their friends.
• 3 in 10 on Facebook, one quarter on Twitter and 20% on Google+ started following a brand last month. A fifth or more of active
Want to explore this data on the PRO Platform? Click Social Media > Social Platform Past Month Activities > Twitter/Facebook/Google+ Actions
Question: Thinking about when you use Twitter/Google+/Facebook, can you please tell us if you have done any of the following within the
last month? /// Source: GlobalWebIndex Q4 2014 /// Base: Active Users of these Platforms Aged 16-64

2016 / 2017
Facebook isn’t dead.
More millennials use Facebook each month than watch
traditional television.
Messenger for Bots and Friends
Over 1 billion users and has opened up its platform for more
personal and proactive communication with bots.
Instagram Growth
Growth in users and engagement are quickly making
Instagram the second largest social network.
What is WhatsApp
With over 1 billion users globally users are turning to the
platform for personal, ad-free conversations.

2016 / 2017
Social Media continues to
evolve.

2016 / 2017
And so do we…

2016 / 2017
Voice and Experience

But beware, because it is always changing
“It is not the strongest of the species that
survives; nor the most intelligent that
survives. It is the one that is most
adaptable to change.” – Charles Darwin

Personal Branding
and Social Media
Etiquette

Personal Branding + Social Media Etiquette
Defining your own self, and establishing your brand
Establish your brand by strengthening your personal
social networks while enriching your social streams
through thought leadership, relevant content and
meaningful engagement.

Establish your brand by strengthening your personal
social networks while enriching your social streams
through thought leadership, relevant content and
meaningful engagement.

SEARCH

MONITOR

RESUME
EXPERIENCE
LAUGHLIN CONSTABLE | 2008 - Present
VICE PRESIDENT, DIGITAL + COMMUNICATIONS STRATEGY
Quite simply, my role as a planner is to develop strategies that will connect
the brand to the consumer and the consumer to the brand. Articulate the
right question, cultivate fresh insight and make the complex simple.
+ Perform detailed analysis of a client’s business, identify key opportuni-
ties, define the intended experience and measure everything.
+ Partner with Account, Analytics, Creative and Technology teams to
ensure a project’s handoff and long term success.
+ Directly impact our agency’s growth and bottom line as a key member
of our new business development team, having secured projects and
agency-of-record status at a success rate above 50%.
+ Establish and manage our social media practice with a dozen team
members and annual revenue of over $1.5MM.
+ Formalize our online media practice; defining process and best prac-
tices, developed media plans and tracked the efficacy of campaigns.
MARQUETTE UNIVERSITY | 2012 - Present
ADJUNCT PROFESSOR + MENTOR
Having spoken at Marquette for a few years, I now enjoy the opportunity
to educate the next generation of marketers through my course Emerging
and Social Media. It is a great experience to give back to the community
and share my expertise with the Diederich College of Communication.
HANSON DODGE CREATIVE | 2007 - 2008
WEB PRODUCER + INTERIM DIGITAL PRACTICE LEADER
The depth and breadth of my digital marketing knowledge became the
foundation for my role at Hanson Dodge. My primary responsibility was
to develop digital strategies for our clients and to transfer them into an
actionable and measureable plan. My growth led to managing the digital
practice as well as resource allocation for the entire team.
MILWAUKEE JOURNAL SENTINEL | 1999 - 2006
WEB DESIGN MANAGER + INTERIM TECHNICAL DIRECTOR
This is where I built the foundation of my career. Web design, front and
back-end development, digital advertising and analytics. I also learned
about content and the editorial process. My interests became strengths
and my strengths drove business. Revenue for the department would in-
crease from $3MM in 2004 to $5.8MM in 2005, and nearly $10MM in 2006.
DENNIS JENDERS
QUALIFICATIONS
Think, plan, execute. As a planner I live at the inter-
section of research, strategy and technology. It is here
where I can inspire new ways to connect and collabo-
rate with consumers.
Experience matters. I have more than 15 years of
experience developing marketing and communication
strategies for regional and national clients across a
variety of industries including CPG, fashion, finance,
health + beauty, non-profit, sports, technology, tourism
and more.
Always Innovating. Living on the bleeding edge
doesn’t mean recommending every new technology. I
enjoy taking new opportunities and applying the right
ones to a specific business, process, or opportunity. I
enjoy meaningful innovation –challenge me.
Metrics Focused. Innovating allows clients to take big
steps but when it comes to daily, continuous improve-
ment I believe in a data-driven, iterative approach that
continues to drive towards specific business goals.
Measurement and attribution is just as important as
developing the plan.
RELEVANT SKILLS
Advertising
Analytics
Brand Planning
Content
Digital Strategy
Media Planning
Social Media
User Experience
RECENT HONORS
2013 BRONZE EFFIE - No One Deserves to Die (Lung Cancer Alliance)
2013 SILVER OBIE - No One Deserves to Die (Lung Cancer Alliance)
2013 WEBBY NOMINEE - No One Deserves to Die (Lung Cancer Alliance)
2013 FACEBOOK STUDIO NOMINEE - No One Deserves to Die (Lung Cancer Alliance)
2013 PRSA BEST IN SHOW - Big Bundle Up (Wisconsin Dept. of Tourism)
2013 GOLD OBIE - Fun. Courtesy of TravelWisconsin.com (Wisconsin Dept. of Tourism)
2012 PLATINUM MARCOMM - Mittengate (Wisconsin Dept. of Tourism)
2012 MERCURY AWARDS - Mittengate (Wisconsin Dept. of Tourism)
ORGANIZATIONS
MILWAUKEE INTERACTIVE MARKETING ASSOCIATION
A founding board member and currently president-elect.
INSIGHT SUMMIT SERIES
The inaugural Digital Marketing Summit was conceived,
organized, and executed along with Marquette University.
The sold-out event featured more than 30 thought leaders,
more than 500 attendees, and raised over $30,000 to
benefit a scholarship fund for students.
4819 S. Lake Drive, Cudahy, WI 53110
e: dennis@jenders.com t: (414) 759-6311 w: www.jenders.com
References available upon request.
ABIGAIL GILMAN
Social Strategy Manager
| 262.352.7141 | abigilman@gmail.com | @abigilman
Hi, I’m Abigail. You can call me Abi. I’m a tenacious and entrepreneurial social strategist with a passion
for trying new things, building strong teams and producing inspiring campaigns for great retail brands.
CHANNEL
EXPERIENCE
Facebook, Twitter,
Pinterest, Instagram,
Tumblr, Wordpress,
Vine, LinkedIn,
YouTube, Foursquare,
Google+, Snapchat?
You name the
platform, I’ve
developed a brand
strategy for it.
EDUCATION
University of
Wisconsin-Whitewater,
Journalism +
Multimedia and
Design
PLATFORM
EXPERTISE
Curalate, Sysomos,
Radian6, Google
Analytics, Omniture,
Pagelever, Basecamp,
Crowdbooster,
Onlypult, Offerpop,
Hootsuite, Desk.com,
Percolate, Microsoft
Ofﬁce, Pages,
Numbers, Keynote,
Adobe Creative Suite,
Understanding of
HTML + CSS.
December 2013 - Present
SOCIAL STRATEGY MANAGER
Bon-Ton Stores, Inc.
Note: During my employment, I was promoted from Senior Social Strategist to Social Strategy Manager & Blog Editor.
Lead social brand strategy, inﬂuencer marketing, content creation, community management, customer
relationship management, social app development, competitor + industry tracking and analytics for all seven
Bon-Ton brands. Provide insight on industry trends and identify opportunities for growth. Manage social
media and blog editorial teams. Launched and maintain #LoveStyle blogs for all Bon-Ton brands.
Ensure social integration with traditional advertising channels by synchronizing strategies and key initiative
support with cross-functional teams.
January 2015 - Present
ADJUNCT PROFESSOR
Marquette University
After years of guest lecturing and speaking at Marquette, I now have the opportunity to mentor and educate
the next generation of digital strategists and social media marketers. My course Emerging and Social Media
teaches students how to think strategically and leverage social media platforms on behalf of a brand. It’s
been the ultimate reward to share my expertise and give back to the community.
April 2010 - December 2013
SENIOR SOCIAL EDITOR + STRATEGIST
Laughlin Constable
Note: During my employment, I was promoted from Junior Communications to Communications Coordinator to Social Content Strategist to Senior
Social Strategist + Editor.
Develop and execute holistic, fully-integrated and performance-based social strategies for Bon-Ton
Department Stores, Inc.
September 2009 - April 2010
ACCOUNT COORDINATOR
CAFFEINE COMMUNICATIONS
Note: During my employment, I was promoted from an Intern to Account Coordinator.
Planned and executed social campaigns, events and brand management for clients including Harley-
Davidson’s young adult division and the 2010 PGA Championship.

PORTFOLIO

NETWORK

Personal
Branding
KID ROCK
Whether you like him or not, he has an established brand. You may
think of rock n’ roll, rap, a rebel, American, or even a badass.

HOW YOU PERCEIVE
YOURSELF
HOW OTHERS
PERCEIVE YOU
=

Be
Authentic
Be authentic. Be your true self. It is so much easier to do this than
try to fake it or attempt to be someone else.
Be inspired. Follow those that make a difference in the community
or the industry.
Be inspiring. Share information that creates a social currency
between you and your audience.

Find Your
True Voice
Everyone has a unique voice and tone. Find it. It may not be right
on your ﬁrst attempt. It may not be completely honed in the next 16
weeks. But continue to work on establishing that voice and you will
stand out from the crowd.

Write What
You Know
We’ll be extremely active this semester as you will write for a
number of platforms including a blog, Medium, and openly on
Twitter. Don’t embarrass yourself or try too hard. Write what you
know.

Act Like Your
Mom Is Watching
Don’t be that guy. Don’t be the person that embarrasses
themselves, the class, or me. We will be participating on platforms
that are seen by your peers, potential employers, and speakers
that will join us in class. Think classy. Be classy.

Remember It
Make Take Time
Some of you may be extremely comfortable with social media,
some of you are just learning. Some of you are ready to graduate,
and others are just beginning their journey.
As you continue to work towards mastering your craft and the use
of social media channels remember that it takes time and your
hard work will pay off – keep at it, and if you have any questions
leverage me, and your class of peers.

Occasionally
Reassess Or
Reinvent
Brands get stale if you don’t occasionally reassess or reinvent
them. Review and audit where you are today, reﬂect on where
you’ve been and where you’d like to go. Create a brand that will
help you get there, that is better than yesterday, and striving for
what comes tomorrow.

“ABSORB WHAT IS USEFUL.
DISCARD WHAT IS NOT. ADD WHAT
IS UNIQUELY YOUR OWN.”
- BRUCE LEE

Etiquette across your activity streams
RESPOND: Don’t keep people waiting. Social media
happens in real-time, so respond quickly.
PERSONALITY: Convey your personality throughout all
your interactions with conversational Tweets.
INTERACT: Reply, share, retweet, and thank your most
loyal followers and fans.
♥
♥
STAND OUT: Share unique, interesting and diverse
content – give people a reason to follow you.
SECURITY: Networks are making it easier to secure your
profiles. Carefully consider what you share.
CONSISTENT: Your voice should remain consistent but
your tone can change based on the situation.

Break

Setting Up the
Platforms for this
Course

Recommended
Resources

Recommended Resources
Hootsuite and Tweetdeck

Share easily using Buffer

Or try using Hootlet from Hootsuite

Who to follow, and tools you can use

Assignment

Assignment
August 31, 2016
Course
Survey

Assignment
August 31, 2016
Join The
Facebook
Group

Assignment
August 31, 2016
Create
Your Blog

Assignment
August 31, 2016
Send Twitter
Handle And
Follow The
Hashtag

Assignment
August 31, 2016
Write Your
About Me
Post On
Your Blog

Assignment
August 31, 2016

Assignment
August 31, 2016
ASSIGNMENT
Complete the course survey
• https://www.surveymonkey.com/r/57CWFG7
• Join the Emerging & Social Media Trends Facebook Group
• https://www.facebook.com/groups/emergingandsocialmedia
• Create your Wordpress blog
• https://wordpress.com/start/website?ref=homepage
• Create an About Me page including a completed form of this Q&A.
• Share a link to your blog About Me page within the Facebook Group on the pinned post with the
headline “WEEK 1 ASSIGNMENT”
• Create a Twitter account, follow everyone in class, use the hashtag #ADPR4300
• Share your a link to your Twitter page within the Facebook Group on the pinned post with the
headline “TWITTER ACCOUNTS”
• Dennis will collect all Twitter handles and create a list you can follow
• https://twitter.com/djenders/lists/adpr4300-fall-2016
• Begin using the #ADPR4300 hashtag

Q & A

Introduction to Emerging and Social Media (ADPR4300)

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