Michigan Ross School of Business
Yaffe Center for Persuasive Communication


The astonishing growth of the Internet has had an enormous impact in every arena. The Yaffe Center recognizes that impact and is documenting it in an ongoing series of web workshops.

Past presenters have ranged from academics who discussed the ways web sites and their technologies are used to professionals who created web campaigns and interactive sites. Other workshops gave participants hands-on knowledge on how to use some of the biggest and fastest-growing forms of online marketing communication.

Fifth Annual Yaffe Center Social Media Workshop

The Yaffe Center for Persuasive Communication was pleased to present its fifth annual workshop on social media, in conjunction with Search Engine Marketing Professional Organization (SEMPO), Michigan.

Social Media: What's Working. What's Not. What We're Learning. was held on November 15th, 2013, and speakers included:

Andrew Fisher
Chief Analytics Officer, Merkle
As Chief Analytics Officer at Merkle, Andy's primary responsibility is driving Merkle analytics innovation, especially in digital, social and media analytics areas. Prior to joining Merkle, Andy was the EVP, Global Data & Analytics Director at Starcom MediaVest Group where he led the SMG global analytics practice. In this role he built and managed a team of 150 analytics professionals across 17 countries servicing many of the world’s largest advertisers. Prior to that role, Andy was Vice President and National Lead, Analytics at Razorfish, where he led the digital analytics practice and managed a team of modeling, media data, survey and business intelligence experts. Andy holds a BA in mathematics from UC Berkeley and an MA in statistics from Stanford.

>View the Merkle Presentation

Tina Ienna
Client Partner, Global Marketing Solutions, Facebook
Tina has been on board at Facebook for a year now, working within the automotive vertical for brands like Chrysler, Dodge, Ram, Jeep, Fiat, Volkswagen and Audi.  During that time, Facebook’s go-to-market strategy has evolved from being focused primarily on social objectives to being recognized as the largest and most sophisticated advertising platform of our time, enabling marketers to target all the people who matter most to them, every day and everywhere, across all devices.

Stan Joosten
Innovation Manager, Global eBusiness, Procter & Gamble
Stan Joosten is the Innovation Manager for Procter & Gamble’s Global eBusiness group, which is responsible for accelerating digital brand building and eCommerce as part P&Gs core business competencies.  Stan’s specific role is to lead global strategic partnerships with Google, Facebook, Yahoo, Microsoft and several other key companies. In addition he leads the Global eBusiness innovation strategy and project portfolio.

>View the Procter & Gamble Presentation

Neville Manohar
Emerging Media, Media Analytical Science and Credit Card Management/Chrysler Group LLC
Neville Manohar was appointed head of emerging media, media analytical science and credit card management at Chrysler Group LLC in the spring of 2010. In this position, he is responsible for emerging digital marketing strategy and execution for Jeep, Chrysler, Dodge, Ram, and Fiat brands and all nine regional offices. In addition to his digital responsibilities, Mr. Manohar is also head of credit card strategy and operations.

Joshua Nafman
Senior Digital Brand Manager for the Pepsi
Joshua Nafman is the Sr. Digital Brand Manager for the Pepsi™ responsible for digital brand marketing and media across paid, owned and earned media.  Anything with a Pepsi logo attached to electricity goes through him at some point.
Joshua's work on Pepsi, Starbucks, Lipton, Hanes, Disney, Apple, Nestle and ESPN has been recognized by the national media.  He has also earned a Webby Award for Native Advertising, a Shorty Award for Fortune 500 Brand Social Media Presence and was named to Brand Innovators "40 under 40" and is regularly asked to speak at Digital Marketing conferences.

>View the Pepsi Presentation

Ryan Stonehouse
Global Social Sales and Strategy, Google
As Lead of Global Social Sales and Strategy at Google, Ryan Stonehouse aims to translate social experiences into measurable value for Google's customers across the globe.  Ryan sits on the Google+ product core team, driving commercial strategy for Google's new social ad platforms. Before joining the Google+ team, Ryan led sales efforts of new ad products including early stage Display and Video efforts.  Ryan began his career in account management at BBDO, and has since spent over a decade helping marketers create value in the digital space.

>View the Google Presentation

To download each of the powerpoints, please click the links below

>View the Google Powerpoint

>View the Facebook Powerpoint

>View the P&G Powerpoint

>View the Pepsi Powerpoint

>View the Merkle Powerpoint


Fourth Annual Yaffe Center Workshop on Digital Marketing

As marketers rapidly move their media dollars into the newest digital tools (search, social, mobile, viral, and the like), we need a better understanding of what's happening and how consumers are reacting to the brands and messages these new media are carrying. What's new? What's working? What's not performing up to expectations? How are digital campaigns created? And how are new campaigns integrated with other channels?
The Yaffe Center was pleased to host its 4th Annual Workshop on this topic, in collaboration with SEMPO Michigan:

"From Google to Facebook, What's New in Internet Marketing"

Speakers from digital media companies (including Facebook and search engine agencies), and Chevrolet, presented their views on the newest trends and findings in this dynamic area. A panel from all those disciplines took questions. If you missed it, you can watch the entire broadcast here.

>View the Organics Presentation PDF

>View the SEMPO Presentation PDF

>View the Facebook Presentation PDF

Speakers included:

Tom Thomas – Executive Director, Marketing Intelligence, Organic Inc.

As Executive Director of Marketing Intelligence for Organic, Tom is responsible for the pitching, pricing and delivery of agency analytics services and the commercialization of reporting software platforms for Organic and other Omnicom agencies. His organization includes analysts, statisticians, and reporting dashboard architects based in Michigan, California, New York and India. Marketing Intelligence conducts digital ecosystem measurement including website, search, online display, social media, and mobile.

Tom has worked with clients to implement statistical and econometric models for understanding brand awareness and consideration through earned media, forecasting message reach through owned media, and assessing return on marketing investment of paid media using fractional attribution techniques. He brings 18 years of experience and has worked with Hilton Hotels, Kimberly Clark, Volkswagen, Smuckers, Toyota, Walmart, Quaker, PepsiCo, Nike, and P&G. He’s a frequent contributor to Steve Kerho’s FastCompany blog and has served on panels for WOMMA and the Catalyst social media strategy committee for Omnicom and has been interviewed for articles in BusinessWeek online and DataInformed.

Prior to Organic, Tom was a consultant at Scient Corp., Price Waterhouse, Oracle, and Sprint Nextel and led diverse teams for venture and corporate clients encompassing business strategy, technology, and customer experience. He’s also been an entrepreneur providing conceptual design software and engineering services to the U.S. Navy and has conducted business in India, Hong Kong, and Dubai. He holds a B.S. in Computer Information Systems from Indiana University and an MBA with High Distinction from Michigan’s Ross School of Business. Go Blue!

Chris Boggs, Director Search and Media Thought Leadership at Rosetta, Chairman SEMPO

Chris Boggs of Rosetta is a specialist with 10 years experience in search engine optimization and paid search advertising. Chris joined Brulant from Avenue A | Razorfish in 2007 as the Manager of the SEO team, and Rose
channels and verticals to promote cohesive strategies and synergies between campaigns and Rosetta Best Practices.
Chris has worked in Search Engine Marketing since 2000, both "In-House" and with agencies. Chris has worked with organizations ranging in size from small businesses to Fortune 100, within all major industries including extensively in Healthcare/Pharmaceutical, Financial Services, Consumer Products and Retail, and B2B. Chris is experienced in strategizing and directing SEO campaigns from keyword research and content development to link acquisition, as well as guiding technical SEO recommendations for HTML, eCommerce, and Enterprise applications including IBM WebSphere Commerce/Portal, Microsoft, ATG, and more.
tta acquired Brulant in 2008. His current role involves working across

Chris is actively involved in the SEM Community. Chris has served on the Board of Directors of SEMPO.org, the Search Engine Marketing Professional's Organization, since 2006, and was recently elected by the Board to serve as President 2010-2011. He also speaks regularly at major search marketing conferences, including Search Engine Strategies

Jeff Hupp, Direcetor of Account Management for Facebook

Jeff Hupp is a Michigan native and has worked in the Detroit advertising community for over 15 years.  His professional experience includes working for J. Walter Thompson Advertising, Yahoo!, the Digital signage start-up company Gas Station TV, and is currently the Director of Account Management for Facebook Detroit.  Hupp is also a serial entrepreneur, acting as a partner in both the commercial music house “Blunk Street Music”, and the guitar effect equipment company “Circus Freak Music”.

Jeff will be speaking on the “Facebook Marketing POV” as well as their current and future products.  He has worked with the automotive accounts for Facebook and has a great knowledge of the Facebook API and digital marketing.

Andrew Dinsdale, Director Chevrolet Digital and CRM


2011 Social Media Workshop

The goal of this workshop was to familiarize participants with the impact social media technologies are having on business management and consumer marketing. Participants left the workshop better informed and inspired to utilize these relatively young technologies in new and better ways throughout their careers.

Speakers included:

Tim O’Day - U of M Adjunct Professor of Marketing and Advertising, Former EVP Account Director at Leo Burnett Advertising and graduate of UM Business School.

Bob Wisniewski - Former SVP Media Director at Starcom MediaVest Group and Dean of SMG University and a UM Business School graduate. Bob is currently an Adjunct Lecturer at Northwestern Medill School of Journalism and Integrated Marketing Communications.

Geoff McHale - Vice President Marketing Solutions, Automotive and Agency Verticals at comScore. Geoff is responsible for developing and fostering strategic relationships and delivering key insights for marketing campaigns. ComScore is a global leader in measuring the digital world and the preferred source of digital marketing intelligence. Through a powerful combination of behavioral and survey insights, comScore enables clients to better understand, leverage and profit from the rapidly evolving worldwide web and mobile arena.

Ken Zasky - CEO of Spark Communications Chicago, a full-service agency dedicated to exploring new ways to create meaningful connections in the rapidly accelerating communication environment. Spark is part of Starcom MediaVest Group, one of the largest and most celebrated global brand communications and contact organizations with more than 110 offices in 67 countries worldwide. Ken is also a graduate of UM Business School.

Todd Kirby - VP/Director of Strategic Research at Spark Communications. As the head of research for Spark, Todd is responsible for discovering, facilitating and integrating fact-based consumer insight across all media. During his 15 years in advertising, Todd has worked with a wide variety of Clients from General Motors to his current Client E*TRADE. Todd holds a unique joint Master’s Degree in International and Intercultural Communications from the University of Denver, as well as, a dual degree in Communications and Psychology from the University of Michigan.

Anisha Ahluwalia - Director at Denuo, a Publicis Groupe Company that is part of the Vivaki network. Denuo is a 20 person group of digital savants that invent, solve and execute within the "white spaces" of marketing (social, mobile and gaming). Anisha is a social media expert, digital consigliore and idea catalyst who works with clients including Taco Bell, DuPont, AstraZeneca and MillerCoors. She is also pursuing a MBA part time at the University of Chicago Booth School of Business.

Search Engine Workshop

The workshop included speakers from Google, Digitas, and local agency Pure Visibility, and featured a hands-on exercise for Ross students to get experience constructing ad groups and writing keywords and ads for Google's popular AdWords system.

Melanie Mitchell, SVP of Search Strategy for Digitas keynoted the event with stories from her experience with clients which have included Bank of America, Whirlpool, Mars and Kraft. Other speakers included Megan Zlatos of Pure Visibility and Elyse Guilfoyle from Google. Professor Bud Gibson, who teaches a course in search engine marketing at Eastern Michigan University moderated the event. After the morning presentations, students were given a live project to develop search engine ad groups for the United Way of Greater Toledo

Videos From the Workshop:

Search Engine Workshop 1

Search Engine Workshop 2

Search Engine Workshop 3


Past presenters have ranged from academics who discussed the ways web sites and their technologies are used to professionals who created web campaigns and interactive sites. Other workshops gave participants hands-on knowledge on how to use some of the biggest and fastest-growing forms of online marketing communication.


Brownbag Seminar Series

With the goal of bringing together researchers on both the faculty and Doctoral level, the Brown Bag Seminar Series creates a forum for the presentation and discussion of current research in such fields as Business, Communications, Health, Psychology, and many other persuasion topics. Click below to view archives from the Brownbag Seminar Series.

> View the Brownbag archives

The Groundbreaking Beetle

Through a groundbreaking advertising campaign and a new design sensibility, the Beetle became a symbol of the 1960’s flower power culture.

Volkswagen Beetle 1967