These slides are an introduction to the University of Alabama Masters of Marketing Sciences course: MKT597 - Digital & Social Media Marketing. Focused on the "Millennial Generation" actually being the "Tech Generation" this course strives to help push forward students in their social media understanding in both theory and application. A video from Stanford University's E Corner is also utilized to describe the social web.

1. Introduction to the Course
Digital & Social Media Marketing
Susan Fant
www.susanfant.com / www.castlesandsllc.com
These Slides are for Educational Purposes Only – The University of Alabama Marketing Department MKT597:
Digital & Social Media Marketing Fall Semester 2013

2. The Internet

3. The Course
A blend of
history, theory, current
events and application.
Focused on teaching you
how to use digital and social
media marketing
professionally for yourself
and for
companies/organizations.
Skill based on the goal of
helping each other find and
secure internships and
opportunities post-school.

4. The Instructor: Susan Fant
Owner, Castle Sands LLC
www.castlesandsllc.com
Executive Director FERN
www.fernweb.org
Writer & Website Creator
www.susanfant.com
Masters: University of St
Andrews (Scotland) Managing in
the Creative Industries
Bachelors: Birmingham-
Southern College
Business, Editor of The Hilltop
News (Blending Art + Business)
Castle
Sands

5. What’s the point of all of this?
THE INTERNET IS DYNAMIC
IT’S ALWAYS CHANGING
(How you proactively foresee and respond to
these changes makes the real difference.)

6. Why Should Companies Care? Isn’t
Social Media Bad?
YOU create the Internet.
(Okay, You didn’t create it…but you create the content and you
view the content that makes the Internet.)
Companies can take advantage of social media and digital
marketing (or miss out…or worse, mess it up).
Product. Price. Place. Promotion. It all happens in this space.

7. How does this make any sense?
That’s 1.7
BILLION
Views….a
Snickers
commercial
plays first
(right now).
The top watched video on YouTube of ALL time:

8. What does it mean?
The earth’s population
is 7.023 Billion
(According to Google
on 8/21/2013…)
That means 1.7
Billion+ people
watched and
rewatched this guy OR
about 1/7 of the
world’s population
watched him.

9. What Else Does it Mean Though?
It means we
can watch
modern
history in
action.
Anytime.

10. It means
small
businesses
and local
artists have a
chance on
the major
playing field.

11. It means that
an individual
person can
make a
difference.
(…and sing you a
song, make
some
money, find a
following, fall in
love, and create
an active web
show.)

12. It means we have a voice.
A global voice.

13. “Our” generation has grown up
with social media.
This is our chance to PROVE “THEM” WRONG
Don’t fall for the hype:
We’re not the “give me’s”
We’re not the “trophy generation”
We’re not lazy, disrespectful, or irresponsible.

14. We’re the Tech Generation
Alexis Ohanian, Co-Founder Reddit
L-R ModCloth
Founder, Facebook
Founder, Pinterest
Founders, Brit + Co Founder

15. We Have Opportunity
The opportunity…
to be a tech founder.
to get a job.
to satisfy a need.
to report.
to make a sneezing panda video.
(that brings joy to everyone who sees it)
For ourselves and for companies and organizations.

16. Beyond the Social Web
Randy Komisar
Stanford University
E-Corner
Partner at Kleiner
Perkins Caufield
and Byers. Co-
founder of Claris
Corporation.
Served as CEO for
LucasArts
Entertainment.

17. Social Media Isn’t a Bubble
Social media (and digital marketing) is here to stay.
People are an active part of the internet now.
ATTENTION is the scarcest resource companies must
compete for 24 hours a day / 7 days a week.
And companies must compete for your attention with cat
videos, vacation pictures on Facebook, chatting with your
best friend (and new best friends) over
Skype, Pinterest, YouTube, Reddit, LinkedIn -- ALL KINDS OF
MEDIA, MATERIALS, VIDEOS, and INTERACTION.

18. Questions?