This document provides an introduction and overview of a digital and social media marketing course. It discusses the following key points: - The course will provide a blend of history, theory, current events and hands-on application to teach students how to professionally use digital and social media marketing for themselves and companies. - The goal is to help students find and secure internships and opportunities after graduation by developing relevant skills. - The instructor has experience in marketing, social media, and as the owner of a digital marketing agency. - It emphasizes that the internet is constantly changing and being proactive in responding to changes is important for businesses. Companies need to engage with social media to reach customers and compete for their attention

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
Instructor of Marketing and MSM
Corporate Director of Engagement
and Digital / Social Media
Owner, Castle Sands LLC
www.castlesandsllc.com
Executive Director FERN
www.fernweb.org
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.
Monitor, Amplify, Respond and Lead
It all happens in this space.

7. That’s 2.06
BILLION
Views….a
Khols
commercial
plays first
(right now).
How does this make any sense?
The top watched video on YouTube of ALL time:

8. What does it mean?
The earth’s population
is 7.186 Billion
(Acording to the U.S.
Census Bureau on
8/202014…)
That means 2.06
Billion+ people
watched and
rewatched this guy OR
over 2/7 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. Here is the Tech Generation
(and it’s open to all ages)
Alexis Ohanian, Co-Founder Reddit
L-R ModCloth Founder,
Facebook Founder, Pinterest
Founders, Brit + Co Founder

14. 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.

15. 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.

16. Social Media Isn’t a Bubble
Social media (and digital marketing) is here to stay.
People are an active part of the internet right now.
ATTENTION is the scarcest resource companies must
compete for 24 hours a day / 7 days a week. It’s all about
Monitor, Amplify, Respond, and Lead.
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.

17. Test Your Internet Strategy Skills
What’s the point of Kermit the Frog participating
in the ALS Ice Bucket Challenge today?
https://www.youtube.com/watch?v=Mmax3yEZX58&list=UUB0ABGbdSggBXLF0UdN4d5A

18. Questions?