Emerging and Social Media: Week One

WK 01. WELCOME TO #ADPR4300
EMERGING + SOCIAL MEDIA
MARQUETTE UNIVERSITY

Welcome to #ADPR4300
The State of Social Media in 2015
Personal Branding + Etiquette
Wordpress Introduction + Setup
Recommended Resources
Assignment
Q+A
TODAY’S AGENDA
SEPTEMBER 2, 2015
01
02
03
04
05
06
07
2Emerging + Social Media: Welcome to #ADPR4300

WELCOME TO #ADPR4300
LETS GET SOCIAL

ABIGAIL GILMAN // @ABIGILMAN
WHO AM I + HOW I GOT HERE
Young professional with a love for content, fashion &
mentoring.
• Second semester @ Marquette
• 4 years in the agency world: Boutique (Caffeine) &
Mid-Size (Laughlin Constable).
• 2 years on the brand side: Bon-Ton Stores
HOBBIES + INTERESTS
• Fashion. Lifestyle. Pop Culture
• Adventuring. Trying. Creating.
• Cheese
JUST GIVE IT ALL YOU’VE GOT.

DENNIS JENDERS // @DJENDERS
WHO AM I + HOW I GOT HERE
Eclectic background, began teaching at Marquette five
years ago.
• 7 years at the Milwaukee Journal Sentinel.
• More than 8 years at agencies including Hanson
Dodge, Laughlin Constable, and 7Summits.
• Nearly a year at the EAA (Experimental Aircraft
Association).
HOBBIES + INTERESTS
• Photography, Gadgets, and Drones
• Packers, Bucks, Brewers
• Aspiring Pilot
CONTACT INFORMATION
• dennis@jenders.com
• dennis.jenders@marquette.edu
• 414-759-6311
LIFE IS A JOURNEY, ENJOY 
EACH AND EVERY PART OF IT

LEARNING MORE ABOUT YOU
Frequently Ocassionally Sometimes Seldom Never Total
Weighted
Average
Facebook 17 4 0 0 0 21 4.81
Twitter 10 4 1 3 3 21 3.71
LinkedIn 2 8 5 4 2 21 3.19
Pinterest 3 5 2 6 5 21 2.76
YouTube 7 7 7 0 0 21 4.00
Google+ 4 0 2 3 12 21 2.10
Instagram 18 1 0 1 1 21 4.62
Vine 1 3 2 6 9 21 2.10

Frequently Ocassionally Sometimes Seldom Never Total
Weighted
Average
Periscope 0 0 1 2 18 21 1.19
Meerkat 0 0 0 1 20 21 1.05
Flickr 0 0 1 2 18 21 1.19
Tumblr 1 2 2 5 11 21 1.90
Reddit 1 1 1 0 18 21 1.43
Foursquare 0 0 0 1 20 21 1.05
Yelp 1 0 4 5 11 21 1.81
Stumbleupon 1 2 1 2 15 21 1.67

Q2: Have you worked in a position or internship where your primary role used
social media?
Yes
No
9 11 13 15
11
10

Q3: What is your experience level using social media in a professional capacity?
Extremely
Very
Moderately
Slightly
Not at All
0 5 10 15
4
2
10
3
2

Q4: Which of the following devices do you own? (Check all that apply.)
Desktop
Laptop
Netbook
Smart Phone
Tablet
Other
0 5 10 15
2
8
21
0
21
3

Q6: Where does this course fit within your overall degree?
It fulfills a requirement for my major.
It fulfills a requirement for my minor.
It provides general elective credits for my degree.
None of the above.
0 5 10 15
0
7
3
11

A PEEK AT THIS SEMESTER
WK 1: Introduction to #ADPR4300
Introduction to #ADPR4300, Social Media Etiquette and
Personal Branding.
WK 2: Social Media Channels
Exploration of the variety of established and emerging
social media channels.
WK 3: Social Media Strategy
Introduction to the elements of developing a
comprehensive social media strategy.
WK 4: Content and Engagement
Discuss the hub and spoke model for content development
and driving engagement.
WK 5: Measurement and Analytics
Assess the variety of metrics that might be used to
measure success for social media programs.
WK 6: Social Media Monitoring
Introduction to social media monitoring and using these
platforms for research.
WK 7: Preparation: Midterm Exam
Working class to gather as a team and consult with Dennis
and Abi on midterm assignment.
WK 8: Midterm Exam + Break
Completion of the midterm exam and a few days of rest
and relaxation.

A PEEK AT THIS SEMESTER
WK 9: Advertising
Introduction to the advertising opportunities across major
social media channels
WK 10: Influencers + Advocates
Discuss the growing role of influencer marketing for brands
through social media channels.
WK 11: Governance + Final Exam Revealed
Discuss the importance of governance and establishing a
social media policy.
WK 12: PR + Crisis Communications
Explore the role social media now plays in public relations
and the importance of preparing for the best and worst.
WK 13: Thanksgiving Holiday
Enjoy the holiday break and come back refreshed as we
head in the last few weeks of the semester.
WK 14: Panel of Social Media Professionals
Bring your questions as we invite a panel of social media
professionals to #ADPR4300.
WK 15: Preparation: Final Exam
Working class to gather as a team and consult with Dennis
and Abi on final exam.
WK 16: Final Exam
Final exam with team presentations and a celebration to
the end of the semester.

THE STATE OF SOCIAL MEDIA IN 2015
MUCH HAS CHANGED, IN VERY SHORT TIME

State of Social Media
CURRENT TRENDS

SOCIAL MEDIA ISN’T ABOUT  
TECHNOLOGY, NETWORKS, OR
TAKING #SELFIES. IT IS ABOUT
CONNECTING AND CULTIVATING
RELATIONSHIPS THAT LEAD TO
MEANINGFUL ENGAGEMENT.

CURRENT TRENDS

CURRENT TRENDS
Trends
• While its growth has slowed, the level of user
engagement with the Facebook platform has
increased.
• Twitter, Instagram, Pinterest and LinkedIn saw
significant increases over the past year in the
proportion of online adults who use their sites.
• 52% of online adults now use two or more
social media sites.
• More than half of all online adults 65 and older
(56%) use Facebook. This represents 31% of all
seniors.
• Roughly half of internet-using young adults
ages 18-29 (53%) use Instagram. And half of all
Instagram users (49%) use the site daily.
• Women dominate Pinterest: 42% of online
women now use the platform, compared with
13% of online men.

ACCESS BY DEVICE TYPE
• Led by users in emerging markets, mobile and tablet networking is booming while
PCs/laptops decline in importance as social media devices.
• 4 in 10 internet users actively use social media apps. Half of Facebook’s active
users are access its app each month, whereas some of the smaller platforms like
Pinterest or Tumblr post lower ratios.
SOCIAL MEDIA ACCESS BY DEVICE
% who used a social networking service last month via these devices
Question: Which of the following have you done online in the past month
on PC/mobile/tablet? Used a Social Networking Service. /// Source:
GlobalWebIndex Q4 2014 /// Base: Internet Users Aged 16-64
Want to explore this data on the PRO Platform? Click Cross Device > Online
Activities > Online Activities Done in Last Month on PC, Mobile or Tablet.

VISITORS VS. ACTIVITY
and users in emerging markets lead the way here.
• Across most social networks tracked by GWI, close to half of members are active users, though the ratio on Google+ is notably
lower (36%).
• More internet users now visit YouTube each month than Facebook. Twitter and YouTube have significantly more visitors than
active users.
ACTIVE USERS VS VISITORS
% who visited the site last month
% who used or contributed to the site in the last month
Question: Which of the following sites/applications have you visited in the
past month via PC/Laptop, Mobile or Tablet? /// Source: GlobalWebIndex Q4
2014 /// Base: Internet Users Aged 16-64 (exc. China)
Want to explore this data on the PRO Platform? Click Cross Device >
Web Brand Visitation.

USAGE FREQUENCY
6
visiting much less frequently.
• 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.

TOP ACTIVITIES
• 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
• 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

“We live in a society that is as
distracted as it is informed.
People are making decision on
what to read, view, purchase,
visit, and sample based on the
information that filters through
their attention dashboards.”

ATTENTION + ACTIVITY STREAMS
SOCIAL
MOBILE REAL-TIME


EMERGING VS. ESTABLISHED MEDIA
“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.”

PERSONAL BRANDING
THE IMPORTANCE OF DEVELOPING YOUR OWN BRAND

Personal Branding
DEFINE YOUR PERSONAL BRAND
Establish your brand by strengthening your
personal social networks while enriching your
social streams through thought leadership,
relevant content and meaningful engagement.

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

Personal Branding
ESTABLISHING YOUR BRAND
01 SEARCH

Personal Branding
01 SEARCH

Personal Branding
02 MONITOR

Personal Branding
03 RÉSUMÉ
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.
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.

Personal Branding
04 PORTFOLIO

Personal Branding
05 NETWORK

ROCK + ROLL. REBEL.
AMERICAN. BADASS.

Personal Branding
HOW YOU PERCEIVE
YOURSELF
HOW OTHERS
PERCEIVE YOU
=

04. REMEMBER YOUR MOM IS
WATCHING

05. IT TAKES TIME TO ESTABLISH
YOURSELF AND REFINE YOUR
SKILLS

06. OCCASIONALLY REASSESS
(OR REINVENT) YOUR BRAND

“Absorb what is useful. Discard
what is not. Add what is uniquely
your own.” - Bruce Lee

Social Media Etiquette
ATTENTION + 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.

WORDPRESS
INTRODUCTION + SETUP

Wordpress

RECOMMENDED RESOURCES
WHO TO FOLLOW + TOOLS TO USE

Valuable Resources
TWEETDECK

Valuable Resources
BUFFER APP

Valuable Resources
WHO TO FOLLOW + TOOLS TO USE

CLASS ASSIGNMENT
WK 1: SEPTEMBER 2, 2015

Class Assignment
SEPTEMBER 2, 2015 // DUE: SATURDAY, SEPTEMBER 5 @ NOON
READINGS
“Burn It Down, Start From Scratch And Build a Social
Media Strategy That Works” - Augie Ray
• Write a blog post reflecting on this article.
Include at least one piece of media (site your
source).
ASSIGNMENT
• Create your Wordpress blog.
• Create an About Me page including a
completed form of this Q&A.
• Create a Twitter account and follow everyone in
class.

CLASS DISCUSSION
COMMENTS, QUESTIONS, ANSWERS

Emerging and Social Media: Week One

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