Promotions with WordPress Fall 2011


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WordPress Marketing eBook - educational resources, tutorials, videos. Promotions with WordPress. How to learn and to teach WordPress

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Promotions with WordPress Fall 2011

  1. 1. The with WordPress is a 16-week semester marketing class ebook for business undergraduateand MBA students. Promotions with WordPress is designed to be used with Digging Into WordPress,online tutorials, Adobe Photoshop, iMovie, a text editor, a FTP program, a domain name, and websitehosting.The posts and screencasts on the weekly topics covered in Promotions with WordPress will be availableFall 2011. Promotions with WordPress will be rewritten in January 2012.Dr HorowitZMarketing ProfessorSonoma State University School of Business and Economics and Wine Business
  2. 2. IntroductionIf you have never heard of, Kelby Training, SEOmoz, Tuts+, Rockable Press, and Digging IntoWordPress then you are in for some serious learning has accomplished some amazing feats.WordPress and photoshop Excitementcentral.wordcamp.orgphotoshopworld.comPeople like WordPress and Photoshop so much that they get together to talk about it.Ebook TopicsThis ebook contains my favorite educational resources on how to buy a domain name and hosting, starta WordPress website, create a custom email address with Google Apps, use WordPress, learn Photoshop,add Photoshop graphics to a WordPress website, add Photoshopped photographs to a WordPresswebsite, learn about Photoshop website mockups, customize the HTML and CSS of a WordPress theme,use a custom WordPress theme, customize WordPress navigation, widgets, plugins, optimize a WordPresswebsite for search engines, and add video to a WordPress website. 3
  3. 3. Week 1Materials, Domains, Hosting, and T ools Week 2 Install WordPress Week 3 WordPress Week 4 Photoshop Week 5 Graphics Week 6 Photographs Week 7 1. Website Mockups Week 8 2. .psd to HTML Week 9 3. HT to WordPress PHP ML Week 10 WordPress Navigation Week 11 WordPress Plugins Week 12 WordPress RSS Feeds Week 13WordPress Search Engine Optimization Week 14 WordPress Video Week 15 Project Week 16 Share
  4. 4. Week 1Materials, Domains, Hosting, and T ools
  5. 5. Materials, Domains, Hosting, and ToolsThis first week is going to be a BIG one. Welcome back to school!The next couple of weeks will be easier.Before we install WordPress you need a domain name and hosting.This semester we will be using, not are also great teaching materials and tools that I recommend using this semester.Materialsdigwp.comI recommend reading the ebook Digging Into WordPress. It’s over 300 pages of WordPress awesomeness.lynda.comI recommend getting a video tutorial subscription so that you can have expert video tutorialsguide you through learning Adobe Photoshop and WordPress. These programs are not easy to learnand substandard tutorials cause frustration. Purchasing a video tutorial subscription will bethe best $25/month you have ever spent (on marketing education). Try a free week pass and decide foryourself.kelbytraining.comKelby training is geared more towards photographers and graphic designers and has lots of great content,but if you get a subscription you’ll have more than enough video tutorials to keep you busythis has free tutorials at Adobe TV, which you can search by for buying a domain name resources.You should buy a domain name that is short, memorable, easy to get a tattoo of, and easy to shave intoyour hair. Search to see what’s available. Don’t buy an international domain name unless youwant to wait a month to get started. I buy domain names at GoDaddy. Don’t let GoDaddy pull any usedcar salesman moves and upsell you fancy services. You should be aware that the address and phonenumber you give GoDaddy will show up online. If you are concerned about privacy you might want to payextra to keep your address and phone number for buying website hosting for WordPress resources.I use Media Temple right now and I have used GoDaddy in the past and it’s been fine. Just start withthe cheapest plan possible and don’t let your host pull any used car salesman moves and upsell you anyfancy services. 6
  6. 6. ToolsAdobe Photoshop, iMovie, a text editor, and an FTP program.Adobe Photoshop CS4 is in the computer labs and Adobe Photoshop CS5 is the current version. You candownload Adobe Photoshop CS5 at and use it free for 30 days.TextWrangler is a text editor available in the labs, and Chapter 1 of Digging Into WordPress recommendsother Mac and PC text editors.FireFTP is a free FTP program that’s available in the labs, and Chapter 1 of Digging Into WordPressrecommends other Mac and PC FTP programs.I also recommend getting a Gmail and Dropbox you like to watch commercials? No. Do you get spam in your email and social networks? Yes.This is not good.Get a Gmail account and import all of your email accounts into one Gmail account.Filter all of your email that is spam and stop deleting emails. Life is too short to delete emails.Don’t email yourself every time something happens on Facebook and block people that Facebook spamyou.Start using Google Reader and iGoogle to get the news updates that you want.Dropboxdropbox.comDropbox is available for Mac and PC and can be accessed via the web (on school computers) students who have trouble in my classes are the students who aren’t prepared to manage multipleaccount usernames and passwords.It’s just going to get worse, so you might as well figure out how to get your usernames and passwordsorganized now.1Password is great, but it’s not free.You can also save your usernames and passwords in a Dropbox text file or with Google Bookmarks inyour iGoogle. 7
  7. 7. Google Apps (Free) a Google Apps (Free) account.Verify domain name ownership by customizing a CNAME or TXT record in your DNS. GoDaddy or whoeveryou bought your domain name from can help you with this. You are paying for their phone service sodon’t be shy about calling them.Enable Google Apps email and customize your MX records (call GoDaddy for help with the MX recordcustomization).Import your Google Apps email ( to your Gmail ( Google is notgoing to help you with this, so google your error message if you get stuck.Access your Gmail with your email client of choice on your PC and phone.Subdomains and aware that you can create subdomains ( and subdirectories( 8
  8. 8. Week 2Install WordPress
  9. 9. Install WordPressThis week we are going to install WordPress.Next week we are going to learn the WordPress user interface.A lot of hosts offer to install WordPress for you with one click. This is the easiest option, but there arecouple of other options you might want to try if you are feeling vs. semester we will be using for how to install WordPress resources.The more challenging WordPress installation option is to install WordPress manually by following thesteps in the Codex, but this requires you to use your text editor, your FTP program, and to create a MySQLdatabase through your host.Don’t be shy about calling your domain name provider and host for help. You are paying for their serviceand their service is usually good.Digging Into WordPressThe coolest WordPress installation option, as described in Chapter 2 of Digging Into WordPress, talksabout how to install WordPress in a subdirectory. This requires a couple of additional steps.Again, don’t be shy about calling your host for WordPress installation help. You are paying for theirservice and their service is usually Rand-Hendricksen has a good WordPress 3 Essential Training series that covers the basics.Cris Coyier has a cool WordPress 3: Creating and Editing Custom Themes series that will help more inWeeks 7, 8, and 9. 10
  10. 10. Week 3WordPress
  11. 11. This week just practice learning the WordPress user interface. Write some pages and posts.I recommend waiting until Week 9 to switch to a different WordPress theme.This week is your last chance to get caught up before we move on to Photoshop next week for a month.I have some additional recommendations for promotions/advertising/PR educational resources.Douglas Rushkoffrushkoff.comCoercion is a great book. Rushkoff’s videos The Persuaders and The Merchants of Cool are totallyawesome.Rob Walkerrobwalker.netBuying In is great. Rob Walker used to use WordPress at HoltHow Brands Become Icons is a great book.Marketing Books, Videos, tutorials, and of my marketing book and video recommendations.Marketing skills I like to learn and to teach. 12
  12. 12. Week 4Photoshop
  13. 13. PhotoshopThis week we are going to follow a basic Photoshop logo design tutorial.Next week we are going to gather graphics for your WordPress website.The week after that we are going to gather photographs for your WordPress website.One week is not enough time to learn Photoshop, but the better you know Photoshop the better you’ll beable to pimp your blog.A lot of this work is done by graphic designers and photographers, but marketers should be aware ofwhat graphic designers and photographers do.Learn for learn Adobe Photoshop resources.Watch all of these 25 basic Photoshop video tutorials if you don’t have a McClelland’s One-on-One video tutorial series is awesome.Chris Orwig’s Photoshop for Photographers and Portrait Retouching series are equally is free.Kelby Training’s Photoshop tutorials are also great, especially for photographers. Kelby Training also hassome WordPress tutorials designed specifically for photographers.Basic Photoshop tutorials are nice when you’re first getting started with Photoshop. 14
  14. 14. Week 5Graphics
  15. 15. GraphicsKeep following the learn Photoshop resources from last week.This week you should find some graphics and fonts that you want to use for your WordPress website.You can also use these graphics and fonts on your social media accounts.If you have drawing skills then you should check out Adobe Illustrator after this semester, but thissemester we are going to focus on Photoshop.This is the kind of work that graphic designers usually do.logos, icons, gravatars, and for logo/icon design GraphicRiver for professional graphics.A lot of these files are vector .ai or .eps files. You need Adobe Illustrator to edit these files to their fullest,but you can open them in Photoshop and make some basic changes to them.Try to find a Photoshop .psd file that you like.Free for free vector (.ai and .eps) artwork resources.Another way to look for logo artwork is to search Google Images. Search for what you want and thenfilter by size=large and type=clip art. You want high resolution images of your artwork.Free Photoshop for free Photoshop .psd graphics. 16
  16. 16. fonts are fun. 17
  17. 17. Week 6Photographs
  18. 18. This week we are going to find a cool portrait, landscape, or product photograph for your WordPresswebsite.You can also use these photographs on your social media accounts.This is the kind of work that photographers do, but the more marketers know about photography Long can teach you all kinds of stuff about your camera.If you have a DSLR camera and want to learn about its exposure, aperture, ISO, and white balancesettings check out Ben Long’s series Foundations of Photography: has all kinds of photography Training also has all kinds of tutorials on photography and how to use your camera.Retouching Orwig has awesome Photoshop for photography tutorials. Start with his Photoshop forphotographers tutorial, and then search his tutorials on creative effects, compositing, fashion retouching,and athletic Training also has all kinds of retouching Kelby’s 7-Point System for Adobe Bridge is a great place to Kloskowski’s Photoshop CS5 for Beginners is probably good. His other stuff is Barker is Awesome.Stock Photossxc.huStock.xchng has good stock photos that are free.Create an account and search for the type of photographs that relate to your WordPress website. 19
  19. 19. Week 71. Website Mockups
  20. 20. 1. Website MockupsYou should understand how your WordPress theme is created. It starts with Photoshop.Then, the Photoshop file is sliced up used to create a static HTML/CSS/JavaScript version of yourWordPress theme.Finally, a dynamic (different content for each page and post) version of your website is created using theWordPress PHP functions and theme files.This is the kind of work that web designers do, but the more marketers know about this process thebetter.We are going to follow a Photoshop mockup tutorial in class.Photoshop Mockup has great video and written tutorials that are 1 of Chris Coyier’s WordPress 3: Creating and Editing Custom Themes series starts same company that does Webdesigntuts+ does Rockable Press ebooks and video tutorials that youmight want to check out if you have lots of free time. 21
  21. 21. Week 8.psd to HTML
  22. 22. 2. .PSD to HTMLWe’re going to use this week to review HTML, CSS, and JavaScript.Again, a lot of this work is done by web designers, but it is important that marketers understand howWordPress websites use HTML, CSS, and JavaScript.It’s best to learn HTML, CSS, and JavaScript in this order, and it’s okay if you don’t learn much JavaScript.In class you are going to add a hot CSS3 button to your WordPress website.I recommend waiting until Week 9 to switch to a custom WordPress HTML, CSS, and JavaScript these video tutorials aren’t free, but they’re has video tutorials for HTML, CSS, and knowledge of HTML and CSS you can customize your WordPress theme using Firebug, a text editor,and an FTP program. 23
  23. 23. HTML5, CSS3, and for HTML5, CSS3, and jQuery examples.Free HTML5, CSS3, and can also find free HTML5, CSS3, and jQuery to add to your WordPress website. But, it might be easierto add jQuery with a WordPress plugin (more on plugins in Week 12).Paid HTML, CSS, and Javascript At CodeCanyon for professional HTML, CSS, and JavaScript. 24
  24. 24. Week 93. HT to WordPress PHP ML
  25. 25. 3. HTML to WordPress PHPThis week you are going to pick a custom WordPress theme.I’ve purchased WordPress themes from ThemeForerest and from WooThemes.The service is much better at WooThemes, but there are more choices at ThemeForest. Choose wisely.Digging Into WordPressChapters 3 of Digging Into WordPress discusses WordPress examples of how WordPress designers create WordPress themes.Free for free WordPress themes.If you go with a free theme be sure it’s high quality. Sometimes free themes contain spam or other ThemeForest for WordPress themes. If you buy a theme here make sure it has lots of WooThemes for WordPress themes. If you buy a theme here make sure it has lots of sales. 26
  26. 26. Week 10WordPress Navigation
  27. 27. WordPress NavigationMake sure your menus, page hierarchies, and categories are working how you want them to.Make sure your widgetized sidebar and other widget areas have the widgets that you want.Digging Into WordPressChapter 4 of Digging Into WordPress discusses is important that people can navigate your site easily.Try asking someone who has never seen your website to find something on your your WordPress your WordPress widgets.FooterAdd some footer links that link to important posts and pages on your website. 28
  28. 28. Week 11WordPress Plugins
  29. 29. WordPress PluginsPlugins are like phone apps. Which ones do you have? I’ll tell you about some of my favorites.Digging Into WordPressChapter 5 of Digging Into WordPress discusses plugins.Popular for popular WordPress plugins.Social to Twitter – Automatically tweet when you publish a blog Total Cache – Helpful for sites with lots of traffic.Backup/ WordPress – If your blog gets hacked you should be proud.Akismet – Spam prevention.VaultPress – My host killed my site recently...RSS Feeds (Week 12) FeedBurner Plugin – Redirect your default WordPress feed (something like to a FeedBurner feed ( Engine Optimization (Week 13) SEO - Totally awesome.Broken Link Checker – Don’t give Google broken links. 30
  30. 30. Video (Week 14) – Get video on your site!Google XML Sitemap for Videos - Tell Google that you have video on your site. 31
  31. 31. Week 12WordPress RSS Feeds
  32. 32. WordPress RSS FeedsHave you been using Google Reader?Bloggers want you to subscribe to their RSS feed.Digging Into WordPressChapter 6 of Digging Into WordPress discusses RSS feeds.Google best way to learn about RSS feeds is to start using Google Reader and your default WordPress feed (something like to a FeedBurnerfeed ( will want to do is to allow people to subscribe to your updates with email. Activate this option is inthe /Publicize/Services/Email Subscriptions section.After you burn your RSS feed with FeedBurner, you can use the FD FeedBurner plugin to ensure that yourwebsite’s RSS feeds are being redirected to FeedBurner.Link to your RSS and email RSS feeds in your website’s header, sidebar, or footer.Partial RSS sure that you are NOT generating summary RSS feeds.Custom RSS ContetYou can use your WordPress SEO plugin to add custom content to your RSS feed.FeedBurner also has lots of ways to customize your RSS feed’s content. 33
  33. 33. Week 13WordPress Search Engine Optimization
  34. 34. WordPress Search Engine OptimizationGoogle ”” to see how your site is showing up in search results.We’re going to look at how to use Yoast’s WordPress SEO plugin to improve how our WordPress websitesare presented to search engines.Digging Into WordPressChapter 8 of Digging Into WordPress discusses SEO.Learn for SEO out the learn SEO page at follow the SEOmoz SEO webinars.SEO are lots of great SEO tools.WordPress for WordPress SEO resources.This plugin is so good that it’s really the only SEO plugin you has SEO tutorials. 35
  35. 35. Week 14WordPress Video
  36. 36. Video EditingLet’s get some video on your WordPress website!iMovie is a great way to learn video editing, but more advanced stuff is possible with Final Cut, Motion,Adobe Premiere, and Adobe After Effects. Photoshop even has some video’re going to use the MediaElement.js plugin to get video on your WordPress is getting a little picky, but you might as well see if there is an easy way to get your video indexed byGoogle.Video Editing are lots of great motion graphics resources.DSLR cameras and and Kelby Training have some good tutorials on how to shoot video with a camera.These tutorials offer good tips on things to consider when it comes to recording out professional stock video at out professional stock audio at AudioJungle. 37
  37. 37. Premiere and After advanced video editing and motion graphics .gifs! for YouTube resources. 38
  38. 38. Week 15 Project
  39. 39. Week 16 Share
  40. 40. AcknowledgementsThank you to all of the educators who share their content online and to my students who listen to metalk about it. Thank you to Sonoma State University for giving me the academic freedom, computers, andsoftware to be able to teach this stuff. Thank you to my family for letting me stay in school for so longand supporting me along the way. Thank you to my friends for dealing with my Horowitz (@DrHoro) is a marketing professor at Sonoma State University who uses his marketingebooks and WordPress website to teach marketing classes. Dr. Horowitz teaches web design,graphic design, video editing and search engine optimization skills in his marketing research, promotionmanagement, and retail management classes.