Friday, December 14, 2018

The Digital Marketing Workshop: Steve Lowisz

November 16, 2018, Center for Digital Engagement hosted

Steve Lowisz speaks with a balance of energy and motivation.  As the lunch keynote speaker at the 2018 Digital Marketing Workshop, he demonstrated just that. Steve is the founder and CEO of Qualigence International. Qualigence is a talent research and recruitment firm. They offer an a la carte menu of professional services. 

How Data is Used For Recruiters

Steve spoke about how data is used in recruitment, how your online profile represents who you are, and behaviors of a candidate.  Like marketing where advertisements of products and services can be placed in front of the right people, recruiters can do the same with job descriptions using data. Recruiters can use data to understand candidates and predict performance. 

“18 month turn over is at 80% right now."

How do we fix overturn? We need to look at the whole person Steve explains. There are more aspects of a good worker than experience and skills, "Look at the heart," Steve said. The heart is a person's values, interests, why they are applying for said job. What are their motivations? What is their personality? Look at the whole person, Steve suggests. 

Kroger Reward Card to LinkedIn

We have gotten into a habit of giving our information out to others. Steve discussed most of us have a Kroger Plus Card where we gave our address, phone number, name, and date of birth. Doing this was scary for many people at the beginning, but it ended up becoming such a routine action.

Steve mentioned how with social media, we give so much information about ourselves out on the internet. With LinkedIn, you start with your profile. On that profile, you gave the world your resume.  You took your Kroger Card to the internet. That is when targeting recruitment started. Recruiters can receive that information that is public about you and use keyword searching to find the right candidate for a job. 

A Little Story

How can your data hurt you? Steve shared the story of Kevin Colvin who worked at a bank. He told his boss that he was going to miss work due to a "family emergency." But, he went to a Halloween party and put his photo on Facebook. His boss saw the photo and fired him that night. Steve was demonstrating the importance of what you share can come back to bite you.

To see the slides from Steve's talk and the photo Kevin Colvin shared, please visit The Digital Marketing Workshop agenda page.

Photo Credit Cody Ryan Martell

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