The document provides an overview and agenda for an interactive communication course taking place from October 14 to December 10, 2011. The course will introduce students to how digital technology challenges traditional business and communication models. It will consist of 8 assignments, feedback, and 10 hours per week of self-study. Students will communicate through Ning, YouTube, and other channels. The final exam will involve developing a digital marketing campaign for 2012, defining the audience, strategy, and overcoming challenges. To get started, students are instructed to register on the course Ning site and submit their first assignment by October 21st.

1. Interactive
Communication
BERGHS, Oct 14 - Dec 10 2011

2. Agenda
• 1 PM - 1.30 PM
Introduction to the course and practical
information
• 1.30 PM - 3.30 PM
A brave, disruptive world
• 3.30 PM - 4 PM
First assignment, questions & wrap up

3. About.me/micke

4. What am I to you?

5. What am I to you?

6. What am I to you?

7. 1996…ish

8. Everything is relative

9. Age Avatar 6

10. My expectations

11. My expectations

12. My expectations

13. My expectations

14. My expectations
• take a look outside your comfort zone

15. My expectations
• take a look outside your comfort zone
• do not judge a question as stupid

16. My expectations
• take a look outside your comfort zone
• do not judge a question as stupid
• tell me your needs and expectations

17. …what about you?

18. …what about you?
• Create a short video presentation.

19. …what about you?
• Create a short video presentation.
• Upload it to Youtube (or record it there)

20. …what about you?
• Create a short video presentation.
• Upload it to Youtube (or record it there)
• Who you are

21. …what about you?
• Create a short video presentation.
• Upload it to Youtube (or record it there)
• Who you are
• What you like

22. …what about you?
• Create a short video presentation.
• Upload it to Youtube (or record it there)
• Who you are
• What you like
• What you do

23. …what about you?
• Create a short video presentation.
• Upload it to Youtube (or record it there)
• Who you are
• What you like
• What you do
• Your expectations

24. …what about you?
• Create a short video presentation.
• Upload it to Youtube (or record it there)
• Who you are
• What you like
• What you do
• Your expectations
• Decide whether it should be private or not

25. The course - what?
“Provide the students with basic
understanding of how digital challenges our
way of doing business, building brands and
communicating. The student will have insights
on how digital can be used to meet new
market challenges and turn them into
benefits for the modern marketer.”

26. The course - how?

27. The course - how?
• 8 assignments offering intensive practice

28. The course - how?
• 8 assignments offering intensive practice
• 8 detailed feedbacks from course tutor

29. The course - how?
• 8 assignments offering intensive practice
• 8 detailed feedbacks from course tutor
• Course literature

30. The course - how?
• 8 assignments offering intensive practice
• 8 detailed feedbacks from course tutor
• Course literature
• Self study about 10 hours per week

31. The course - how?
• 8 assignments offering intensive practice
• 8 detailed feedbacks from course tutor
• Course literature
• Self study about 10 hours per week
• Digital. Physical presence not required.

32. The course - where?
• The course is implemented in a way that
lets you as an attendee experience services
and technology commonly used in digital
media today. This will give you a more
efficient digital experience by itself and give
new perspectives on new ways to
collaborate with others.

33. Ning

34. Overview
Week Topic Assignment Deadline Feedback
1 Users and personas 14 October 21 October 23 October
Digital logics and
2 21 October 28 October 30 October
new currencies
3 Measuring success 28 October 4 November 6 November
4 Distributed presence 4 November 11 November 13 November
Content and digital
5 11 November 18 November 20 November
PR
6 Digital strategy 18 November 25 November 27 November
Activating your
7 25 November 2 December 4 December
solution
8 Final exam 2 December 10 December 10 December

35. How to submit you
stuff

36. How to submit you
stuff
• Blog post on Ning

37. How to submit you
stuff
• Blog post on Ning
• Attachment of files is possible

38. How to submit you
stuff
• Blog post on Ning
• Attachment of files is possible
• Need for privacy? Let me know!

39. Communication

40. Communication
• Ning

41. Communication
• Ning
• Youtube

42. Communication
• Ning
• Youtube
• Twitter

43. Communication
• Ning
• Youtube
• Twitter
• Google+

44. Communication
• Ning
• Youtube
• Twitter
• Google+
• Facebook

45. Communication
• Ning
• Youtube
• Twitter
• Google+
• Facebook
• E-mail

46. Communication
• Ning
• Youtube
• Twitter
• Google+
• Facebook
• E-mail
• Skype

47. !

48. Final exam:
The digital-driven campaign

49. Final exam:
The digital-driven campaign
• Who is your audience and what are their needs?

50. Final exam:
The digital-driven campaign
• Who is your audience and what are their needs?
• How do you build a strong relationship with them through digital
services?

51. Final exam:
The digital-driven campaign
• Who is your audience and what are their needs?
• How do you build a strong relationship with them through digital
services?
• Which strategy will you use to achieve your goals and measures (for
2012)?

52. Final exam:
The digital-driven campaign
• Who is your audience and what are their needs?
• How do you build a strong relationship with them through digital
services?
• Which strategy will you use to achieve your goals and measures (for
2012)?
• What is your digital marketing concept using non-commercial channels
(e.g. social media, PR)?

53. Final exam:
The digital-driven campaign
• Who is your audience and what are their needs?
• How do you build a strong relationship with them through digital
services?
• Which strategy will you use to achieve your goals and measures (for
2012)?
• What is your digital marketing concept using non-commercial channels
(e.g. social media, PR)?
• How will you use your own, bought and deserved channels (e.g. banners,
company websites, blogs, etc)?

54. Final exam:
The digital-driven campaign
• Who is your audience and what are their needs?
• How do you build a strong relationship with them through digital
services?
• Which strategy will you use to achieve your goals and measures (for
2012)?
• What is your digital marketing concept using non-commercial channels
(e.g. social media, PR)?
• How will you use your own, bought and deserved channels (e.g. banners,
company websites, blogs, etc)?
• How will your traditional channels supplement your digital strategy?

55. Final exam:
The digital-driven campaign
• Who is your audience and what are their needs?
• How do you build a strong relationship with them through digital
services?
• Which strategy will you use to achieve your goals and measures (for
2012)?
• What is your digital marketing concept using non-commercial channels
(e.g. social media, PR)?
• How will you use your own, bought and deserved channels (e.g. banners,
company websites, blogs, etc)?
• How will your traditional channels supplement your digital strategy?
• What are your biggest challenges and how will you overcome them?

56. To do-list

57. To do-list
• Register at http://berghsicfall2011.ning.com

58. To do-list
• Register at http://berghsicfall2011.ning.com
• Make a presentation video

59. To do-list
• Register at http://berghsicfall2011.ning.com
• Make a presentation video
• Read the first assignment

60. To do-list
• Register at http://berghsicfall2011.ning.com
• Make a presentation video
• Read the first assignment
• Submit by October 21st

61. Questions?