Thursday, December 13, 2018

Digital Marketing Workshop: Knowing Your Customer




November 16, 2018, Center for Digital Engagement hosted

Kim Brown, senior marketing manager of Duo Security, led the panel for Knowing Your Customer at The Digital Marketing Workshop. Kim is a graduate of EMU and currently serves on the board of EMU’s Center for Digital Engagement. She helps assist and mentor students in the CDE summer clinic internship. In October Kim was the moderator at CDE's Full Stack Customer Experience


Jon Beebe


“We look at data as the DNA of our customers."

Jon is the director of customer lifecycle management, data, and analytics for General Motors. He discussed what he and his team do to look at customer data to better communicate with them. Jon explained how an excel sheet for your customer's information helps you stay organized. When you engage with a customer, you update that information. Keep up the data hygiene as Jon says.  



Jenn Hayman


Jenn is the Director of Marketing for Zingerman’s Service Network. Her team of designers, illustrators, developers, writers, etc. provide the marketing and merchandising needs of the full range of Zingerman’s businesses, from websites to retail environments and everything in between. You may have read the Expert Advice blog on Jenn or see her moderate CDE's Accelerating the Sales Force.

While speaking at the workshop, Jenn explained what Zingerman's is doing to promote their different sectors of business and the challenges that go along with it. Gathering customer data helps plan for the future and how to engage with them. 


Tim Schaden


“Think like a customer, not like a corporation."

Tim is Co-Founder and CEO Fluency Media and Breadcrumb Insights. He is focused on questions challenging the health care industry, such as; how do people make healthcare decisions when they don’t understand the language, the process or the pricing? One way Tim discussed doing is building a 360 view of your customer. Who are they? How valuable are they? What do they do on your site? Analytics are your friends when building a model of your customers. To serve them you must understand them. 


To see sides from our panel's presentation, please visit The Digital Marketing Workshop agenda page

Friday, December 7, 2018

Digital Marketing Workshop: Ron Fournier



November 16, 2018, Center for Digital Engagement hosted

Ron Fournier is a storyteller. As the breakfast keynote speaker at the 2018 Digital Marketing Workshop, he some of those stories. Ron worked at The Associated Press for 17 years covering The White House as a political writer. Now, Ron is an editor and publisher at Crain's Detroit and the president at Truscott Rossman. 

The Old Ways vs. The New Ways


The distribution of information has changed as Ron explained in his presentation. Journalists are the gatekeeper for stories and information While working at AP years ago, Ron said that journalists were gatekeepers, they shared the stories that they felt were newsworthy. As a gatekeeper, you can choose which stories to pick up and which to not. If there were false stories or rumors, journalists would want to not write about it.


“It's not what we reported; it was how we reported."

Today, everyone is a gatekeeper. The news has shifted so not just journalists are writing and sharing stories, bloggers and social media influencers are. There is more information out there for people to read than ever before. Ron gave fantastic advice for anyone in journalism, PR, marketing, or other professions is to write for the audience not for your editors. No matter the platform, no matter the job, remember the people reading the story. 



Data is Everywhere


Follow the data, Ron says. It can show many things about a story or tend. Ron suggests when writing to test out leads with Twitter and Facebook before officially publishing and watch the data. If there are strong reactions, make the decision to run with it or not. He explained how data might be significant, it is not a story. As a journalist, PR professional, or marketer, you are telling a story, do not lose sight on that.

To see more about tips for storytelling from Ron please visit The Digital Marketing Workshop agenda page for the full slide. 


Photo Credit Cody Ryan Martell

Friday, November 30, 2018

Where Are They Now: Camren Clouthier


Camren Clouthier, student of Eastern Michigan University graduating April 2019. While in the Digital Summer Clinic with Center for Digital Engagement, Cameren was a photographer and videographer intern with Breadcrumb Insights.

About Breadcrumb Insights: Breadcrumb analyzes millions of actual consumer decision patterns online. Using big data and predictive analytics, the system identifies and evaluates hundreds of thousands of health care decision pathways for every major medical service. Breadcrumb’s tools helps partners understand and deliver what their potential patients want and need to know before they choose a solution or a provider.


Why CDE Internship?


Camren first heard about the CDE summer clinic internship over social media.

“It sounded like an excellent opportunity to help me expand my own skills within the digital marketing world, so I figured, why not give it a shot?”

Experience Gained at the Clinic?


As an intern with Breadcrumb, Camren worked on a one to two minute video which explained what the company does for its clients, services offered, and about Breadcrumb.

The most valuable takeaway from working with Breadcrumb was learning how to better communicate messages. More specifically, in making the promotion video, I can honestly say that I learned how to convey a variety of topics in a more refined, timely, and effective way.


Where Are You Now?

Aside from being a full-time senior, Camren works with EMU Campus Life. He produces creative content such as photos, videos, and manages the department’s social media.

After graduating, Camren hopes to move to California. He wants to pursue a career in the film industry as a cinematographer or creative director.

Going Above and Beyond


While leaving an internship, you should make a lasting impression and show your appreciation. Camren did so with taking time to write a handwritten thank you letter to the people he worked directly with. 

I figured this would be a simple, but effective gesture to show my appreciation to them for giving me the chance to work with them all summer long.”

For Future Interns with CDE


“Don’t be afraid to jump right in and get involved. The connections you make in the CDE internship or with your incubator company will last way beyond the program and might even help you land that big job in the future.”


Thank you CDE


“I would like to give a big thank you to Bud Gibson, the Center for Digital Engagement Clinic, along with Tim Schaden and Laurent Stanevich at Breadcrumb Insights. You all took a chance on me and provided me with this incredible opportunity.”

Wednesday, November 28, 2018

The Digital Marketing Workshop: Student Session


Left to right; Nicholas Woods, Joseph Challender, Adam Panek, Madeline Reinbolt, Mark Rosiek, Alondra Ramos-Herrera, Gabrielle Miller, Bryanna Gardner, Molly Boychuk, Zvezda Deuling, Samantha Blovits, Nathan R Baines, Toria Beckum, and Steven Zarbo.


November 16, 2018, Center for Digital Engagement hosted The Digital Marketing Workshop.


During the coffee break between panels, this year's past summer interns with CDE discussed their experience with the program. Twelve of the twenty-five interns came equip with laptops to show slideshows of their responsibilities, challenges, and successes. 


“It was great to reconnect with our internship cohort and see what everyone is now doing. I realized how much we've grown as a group!”- Zvezda Deuling


About the program


The Center for Digital Engagement offers a summer clinic internship which places teams of interns with high tech startups. Interns work with their assigned startup company for eight weeks involved in digital marketing efforts. The interns consist of current students and recent graduates. The startups receive a boost of assistance and expertise with a clearly defined mission. Clinic interns receive valuable work experience with a support group at CDE. 



A Student's perspective


You will receive the support you need during an internship. As an intern, you have the opportunity to hear from real professionals in digital marketing and are able to connect with them. You will gain mentors and friends with CDE clinic. 



The Student Session


Attendees of The Digital Marketing Workshop filled the room to meet the CDE summer clinic interns. Booths with the partnered interns demonstrated their duties and achievements as interns list past summer. Some questions asked was about what the interns worked on with their startup companies, what they have done now post internship, and about their plans for the future. 

“I enjoyed sharing my experience, and the startup's progress with those who stopped by the table Alondra (intern partner) and I were at. It was a great way for people at the Workshop to see the hard work and dedication EMU College of Business, CDE, and Ann Arbor SPARK has set up to ensure the success of the interns." - Melanie Henrikson




“Working for Ripple Science full time now, I felt like it was a great to talk about the company and my role there. It made for great way to start conversations with people at the Workshop I probably wouldn't have met otherwise" - Zvezda Deuling



Photo Credit Cody Ryan Martell and Frog Prince Studios

Tuesday, November 27, 2018

CDE Featured on WEMU


Radio station WEMU interviewed CDE's Director, Bud Gibson! 

Focus On EMU: Inside The EMU Center For Digital Engagement ←Listen here


Patrick Campion, the WEMU Program Director, sat down with Bud as they went over this years Digital Marketing Workshop which took place Friday Nov. 16. Learn more about CDE and the workshop from Bud in this exclusive interview.

Wednesday, November 21, 2018

The Digital Marketing Workshop 2018 Recap


November 16, 2018 Center for Digital Engagement hosted The Digital Marketing Workshop.


The sold out workshop featured two keynote speakers, four moderators, fourteen panelists, and fourteen CDE student summer clinic interns from 2018. At 7:30 AM, a line of attendees waited to receive their welcome package and name tag. Networking and breakfast began.

Starting off the event we had a thank you from the Director of CDE, Bud Gibson, followed by the Dean of Marketing at EMU, Dr, Kenneth R. Lord.

Breakfast Keynote


After the filled room of attendees had eaten their breakfast, Ron Fournier, the President of Truscott Rossman and former editor of Crain's Detroit spoke about using data to craft a story. Beginning as a journalist he covered President Bill Clinton during his final term as governor at Associated Press. Advice he gave;

“Write for the people not for your editors." - Ron Fournier


Knowing Your Customer / New Face of Digital 


In one room Knowing Your Customer moderated by Kim Brown of Duo Security. There were panelists from General Motors, Zingerman's Service Network, and Breadcrumb Insights.

“Make sure your customer data is accurate so every time you engage with them you're updating their profile.”- Jon Bebee


In another is Dr. Russ Merz, Professor of Marketing at EMU whom moderated New Face of Digital. Panelists from GTB, Emetry, Ann Arbor SPARK, and an insightful Blockchain consultant.

Student Session


During a coffee break between panels, this past summer interns with CDE discussed how their experience was with their matched startup companies and with CDE. Twelve of the twenty five interns came equip with laptops to show slide shows of their responsibilities, challenges, and successes. 

“This was an amazing opportunity for networking, to see the CDE community, and tell our stories”- Molly Boychuk


Social Targeting / Finding and Using Data


In one room Social Targeting moderated by Jamie Ward, Professor of Public Relations at EMU. There were panelists from Pinterest, Domino's, and Google.

“Instead of saying to target men or women, think about what they (customers) are intending to do or what they need in that moment... 3 times more attention is paid to ads when they are relevant.”Eric Wortman


In another room was Matt Sauber, marketing professor at EMU that moderated Finding and Using Data. Panelists from Destination Ann Arbor, Overflow Marketing Solutions, PWB Marketing Communications, and 734 Brewing. 

“Organic reach is going down.”- Martin Smith



Lunch Keynote


Closing near the end of The Digital Marketing Workshop lunch was served. Then came Steve Lowisz, CEO of Qualigence who commanded the room in an inspiring presentation.

“18 month turn over is at around 80% right now... We need to focus on a persons heart and head not just knowledge, skills, and abilities." - Steve Lowisz


More blogs to come on The Digital Marketing Workshop.


Quotes were take from audio recording. Photo Credit Cody Ryan Martell

Monday, November 5, 2018

Where Are They Now: Nick Woods



Nicholas Woods, student of Eastern Michigan University graduating December 2018 with a business degree in marketing. While in the Digital Summer Clinic with Center for Digital Engagement, Nick was a marketing  intern with Genomenon, Inc.

About Genomenon: Ann Arbor based company developed from the University of Michigan by Dr. Mark Kiel. This is the world’s first (and best) genetic search engine, where you can type in any disease/gene/variant and get the most clinically relevant articles and literature of what you are researching.

Why CDE Internship?


Nick was a student of Bud Gibson at EMU and learned about the internship opportunity.

“I looked more into the internship and realized what a rare opportunity this would be. It was something I could not pass up."

Experience Gained at the Clinic?


As an intern for the marketing department at Genomenon, Nick developed their Google AdWords and ran their analytics campaign. This experience taught Nick to never be afraid to ask questions. "I was always bad at this, even in college," Nick learned that not only will you receive the correct answers  from experts in the field, but you also develop personal relationships with coworkers. Everyone at Genomenon is passionate about what they do and will always make time to answer questions.

“Being a startup, I was constantly thrown new challenges and given small projects to work on. I stayed very busy."

Where Are You Now?


During the summer internship, Nick was offered a full-time position with Genomenon. Once graduating from the CDE summer clinic, they assigned him a desk and gave him business cards! Nicks new title became, Marketing Coordinator.

"It happened very fast but I’m extremely lucky to be here. I know if it wasn’t for CDE getting my foot in the door, my chances of working here would have been slim to none."

Nick designs and send the emails for Genomenon. He is also in charge of Google AdWords and Analytics, as well as talking to vendors or PR professionals. Skills Nick has developed has come from attend some client meetings/lunches, picking up various business habits that are key to successful meetings.

"Working at a startup, you tend to wear multiple hats "

Going Above and Beyond


At times, Nick will bring work home or work off the clock, "turning in quality work is the best confidence builder," If you put in the time and worked hard, your superiors will be pleased. If Nick feels hesitant about showing off a new project or design, he will go back to the drawing board and tackle the problem from a different angle.

For Future Interns with CDE


“The CDE Internship gave me the tools I needed and pushed me out into the business world confident and eager to do well.”


Thank you CDE


“Your work will always introduce itself before you ever shake a hand. Always give your best no matter how big or small the task.”