Numbers, numbers, and more numbers.  The more I’m learning about about digital marketing, the more I realize that a course in number crunching and analysis belongs in the new E-Marketing degree.  This was confirmed by Micha Mikailian when we met on Monday, February 25th to talk about E-boost consulting and the work he does for clients.  Micha commented that digital marketing is much more data driven than traditional marketing — and yes, I agree.  There are SO many analytics – so many ways to measure — I think that’s why (as a traditional marketer) – I LOVE and HATE that.  I need to spend a bit more time in Google analytics reviewing ALL the ways I can measure stuff.  And, I need to consider adding a class on this OR adding an analytics section to the new social media class.

I met with Andrea Vaugn today of Andy Vaugn Marketing.  What’s impressive about Andrea is that she is a friend and neighbor of mine who started her own small social media business. She’s a full-time mom – but just runs the business out of her home.  This seems like EXACTLY the kind of thing I could imagine students doing  Her job (as she explained) is the keep the news feed going for shopping centers and restaurant row. And, she says there is ALWAYS new business — small businesses NOT knowing how to incorporate social media – she clearly fills a niche.  She explained that good content is 1-2 short sentences that will grab attention and that photos or quotes are a great place to start.  She mentioned that the content shouldn’t be over promotional or about the business.  According to Andrea “that’s not how you connect”.  I was impressed with Andrea because with tenacity and a knowledge of Facebook, she has been able to create (and grow) her own business.  I will use this as an inspirational story with my students!

I had tea with Jacob, Karp, my former student on Friday, February 22, 2013.  We met at Starbucks to talk about his job at Cox Communications.  Jacob was a student of mine when I had first started teaching BUS 150 – Advertising.  He was one of those intelligent, creative types, a teacher’s fav.  And he did such a great job on the Advertising project, that I actually re-designed it so that future students could implement some of what he had done.  That’s why it’s no surprise that he has been VERY helpful in helping me navigate the digital and social world of marketing.  His job is now a Public Affairs Specialist and Social Media is now included in his daily tasks.  We talked a lot about Twitter and Facebook and specifically, how to use Twitter for quick qualitative research.  The best part of meeting with former students is that they are still very close to the classroom.  Jacob gave me some great ideas for my new social media class – including creating to Twitter handles (#BUS 152) where we could follow classroom conversations.  And he gave me great ideas for fun classroom exercises for my BUS 150 – Advertising class..  For example — if your brand really wants to say something (perhaps show a traditional ad with a fairly large copy block) – how would you boil that down to 140 characters or less for Twitter.  I appreciate his help because I DON’T want to lose the creative side of advertising as I re-vamp the class – but I DO want to ensure it’s updated and relevant.  So – overall, great meeting!  And he gave me a cool COX Communications cup  – not bad.  Thanks Jacob and watch out Fall 2013 — LOTS of great and interesting changes are coming to Marketing, Advertising, and Social Media.

Amy is an old friend of mine who used to work for me in branding when I as the VP at Life Tech.  She now runs her own marketing consulting agency with her husband and she focuses on web page development, internet marketing and social media.  A big AHA from Amy regarding search was about hiding NEGATIVE information.  One of her clients had a negative article written about the company.  How did they “squelch” it on Google?  By simply writing a lot of positive content using similar key words to push the negative stuff further down in the search results.  Brilliant!  And something I had not thought of – but considering how Google search works – this makes complete sense!

I saw the greatest ad today that helps justify the theory I have regarding young students and potential jobs in social media.  It was a cool FedEx ad where the 40-somethings were talking about having to hire 20-somethings to help with their new strategy.  Even though it’s “tongue in cheek”, I sill believe that life imitates art (or is that the other way around?) and that this “slice of life” ad is a commentary on what’s happening in the business world today. Click on the FedEx Ad link above to see the ad.

I am SO impressed with Toby Danylchuk of 39 Celsius. He and I worked together YEARS ago at Stratagene.  He worked in the lab, went on to get his MBA, and then started a series of his own companies.  His latest (39 Celsius) focuses on  helping clients with internet marketing, Google Adwords and social media.   Toby provided a wealth of knowledge and helped me FINALLY understand the difference between an ad group and ad campaign on Google.  Plus, Toby has been an excellent guest speaker in the past and has said he would be part of my Advisory Board.  Thanks Toby!

Ok – things are heating up this week.  I already met with my BIG company that does digital marketing (that was Life Technologies).  Now, I’ve got time set up with TWO smaller SEO/Digital Marketing consulting firms.  I’m meeting with 39 Celsius on Thursday and Goldfish Consulting on Friday, March 1st.  I’m also meeting with Julie Jahn from McGraw Hill on March 8th.  We’re going to talk about all the digital content with the BUS 155 Marketing book AND creating a custom BUS 150 advertising book to include all the cool new content I’m learning on my sabbatical. FINALLY — I’ll have the PERFECT advertising book that includes Google search stuff as WELL as the traditional advertising stuff!

Met with Ken Dodson today from graphics.  He confirmed an interesting trend among our students — those students pursuing an art or technical degree OFTEN want to start their own business and are interested in some quick and dirty business skills.  I think this is an area where our business department could collaborate.  Graphics, computer science, art, fashion, photography — each of these disciplines offers an artsy or technical skill that often results in the student becoming an entrepreneur.  “Marketing” ourselves to these departments is smart – but finding ways to collaborate is even smarter.  Just my thought for the day!

I was reviewing photos I had taken during my day(s) and Life Tech and wanted to share a big AHA.  When I was there eight years ago – I had suggested a shift in advertising strategy from PRODUCT oriented to a more PEOPLE oriented approach.  My idea was met with mixed reviews.  I believe this is mostly due to change being scary and big ideas in leadership often being poo pooed.  This picture shows Life Tech now using PATIENTS (aka People) to tell the story of the product and the brand.  Way to go Life Tech. I knew you would get there!

Great meeting with Debbie on Monday.  She she confirmed something I suspected in BIG companies trying to incorporate digital marketing into a well-established traditional marketing process – it’s TOUGH!  As a matter of fact – I noted when I visited in JANUARY that all the digital marketing folks were relatively new — 1 year or less (Life Technologies has been marketing for 20+ years).  Therefore, when I asked her how the digital folks and the traditional folks interact — she let me know what I suspected — “they don’t really”.  A big aha as it relates to integrated marketing communications – they SHOULD interact – digital and traditional marketing are NOT separate!  She agreed — I think it’s easier said than done in a big organization.  I’m looking forward to how smaller organizations might coordinate the two.  Note to teaching self — make sure students understand how traditional meets digital — how they can (and should!) work together in an organization!  Make sure activities I design utilize both!