7941 Katy Freeway, Suite 1000, Houston, Texas 77024-1924                        “Modern Marketing”            By Forward M...
7941 Katy Freeway, Suite 1000, Houston, Texas 77024-1924Tuesday “Personal Branding” Assignment, Part I – Due Prior to Sept...
7941 Katy Freeway, Suite 1000, Houston, Texas 77024-1924Cloud-Based IT Tools     Personal branded domain (i.e., TomKing.c...
7941 Katy Freeway, Suite 1000, Houston, Texas 77024-1924Design Services Tools     WordPress hosting services on HostGator...
7941 Katy Freeway, Suite 1000, Houston, Texas 77024-1924Commercial Photography Tools    Flickr    Google new Photovine.c...
7941 Katy Freeway, Suite 1000, Houston, Texas 77024-1924Social Media Marketing Tools     WordPress blogging on your own s...
7941 Katy Freeway, Suite 1000, Houston, Texas 77024-1924Tom King’s BioTom King is the President/CEO of Forward Marketing, ...
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Modern Marketing Supplemental Whitepaper for UH

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This whitepaper is the companion to the presentation entitled "Modern Marketing" was presented by Forward Marketing President/CEO Tom King to the University of Houston Bauer School of Business' Entrepreneurship program for Professor Ken Jones on September 6 & 8, 2011.

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Transcript of "Modern Marketing Supplemental Whitepaper for UH"

  1. 1. 7941 Katy Freeway, Suite 1000, Houston, Texas 77024-1924 “Modern Marketing” By Forward Marketing President/CEO Tom KingAgendaThe following topics will be address on the Tuesday and Thursday sessions, September 6th and 8th: 1. Two Major Disciplines (Tuesday) a. Internet Marketing (business side) b. Website Design (creative side) 2. Major Areas of Services a. Tuesday Topics (15 minutes each) i. Cloud-Based IT ii. Marketing Research iii. Brand Marketing iv. Design Services v. Content Production vi. Professional Writing b. Thursday Topics (15 minutes each) i. Commercial Photography ii. Video Production iii. Search Engine Marketing (SEM) iv. Social Media Marketing (SMM) v. Mobile Marketing vi. Website Analytics vii. Human Resources & Training 3. Application for Students: a. Tuesday: Personal Branding assignment, Part I due prior to Tuesday lecture b. Thursday: Personal Branding assignment, Part II due prior to Thursday lecture 4. Bring it all Together (Thursday) a. Strategy b. Execution c. Monitor & Measure d. Modify & Repeat 1|Page
  2. 2. 7941 Katy Freeway, Suite 1000, Houston, Texas 77024-1924Tuesday “Personal Branding” Assignment, Part I – Due Prior to September 6th  Register a domain name based on your name (i.e., TomKing.com) o can be .com, .net, .org or .biz o should form basis of “personal brand” o should form basis of email address you can you rest of your life  Note: for women who are not married and plan on taking on the last name of their spouse, might consider first name and middle name such as christinalynn.net. o pick a low cost but dependable registrar with whom to register the domain such as HostGator or Go Daddy  Go to http://www.google.com/apps, then select “Begin Free Trail” for the Google Apps Business edition. This entitles you to free telephone support to help you set up the account. Using your new domain, set up your personal branded email address (i.e., tom@tomking.com or christina@christinalynn.net) o Follow the registration instructions to turn on the service o Follow the setup instruction to configure with Go Daddy o Follow the setup guide to finish setup o If you have problems, call technical support o Once you set it up, “downgrade” to the Google Apps (Free) edition if you no longer want phone support  Once your email is setup and working, go to Google.com and log in with this same, new email address and password. You how have combined your Google Apps service (personal branded email, calendar, contacts, docs, etc.) with your new Google.com account.  When done, email Ken Jones from your new email address so he knows you completed thisThursday “Social Marketing” Assignment – Due Prior to September 8th  With your new branded email address (which you will use for the rest of your life), sign up for these social media accounts, in this order: o LinkedIn o Twitter o SlideShare(.net) o Flickr o YouTube o Facebook  Download this white paper and the companion presentation by Forward Marketing  When done, find and “Friend” Ken Jones on Facebook so he knows you completed this -- End of Assignments -- 2|Page
  3. 3. 7941 Katy Freeway, Suite 1000, Houston, Texas 77024-1924Cloud-Based IT Tools  Personal branded domain (i.e., TomKing.com) from a registrar like Go Daddy ($12 per year)  Personal branded email (i.e., tom@tomking.com) from Google Apps (Standard/Free Edition)  LastPass security and account manager ($12 per year) o Install add-on/extension to Mozilla Firefox or Google Chrome browsers  Google.com account using Google Apps email as login with these services (all free): o Google Apps: Gmail, Calendar, Contacts, Docs, Sites o Google Analytics, Google AdWords, Google Webmaster Tools o Google Voice, Google Goo.gl URL Shortener o Google Checkout, Google Wallet o Google Music, YouTube, Google + (in 2012)  WordPress hosting services from hosting provider (i.e., Deluxe Package for $8/mo. at Go Daddy)  Prebuilt WordPress themes (templates) from StudioPress or Elegant Themes ($50) o StudioPress: Associate, Executive, Nitrous, or Venture templates o Elegant Themes: MyResume template  For additional cloud-based IT tool suggestions, see: o http://www.forwardm.com/it/it-toolbox/Marketing Research Tools  Keyword Research: Market Samurai  Competitive Research: SpyFu, Web CEO, SEOmoz,  Website Audit: Grader.com, Web CEO Site Quality Tool, W3C HTML Validator, Spyfu  Buyer Persona Development: Insighting Ideas  Search Trends: Google Trends  Industry Research: First Research  For additional marketing research tool suggestions, see: o http://www.forwardm.com/research/research-toolbox/Brand Marketing & Brand Protection Tools  Domain, social account availability research tool KnowEm.com  United States Patent & Trademark Office (USPTO.gov)  MyCorporation.com for trademark research and filing  Trackur or Radian6 for brand conversation monitoring & engagement  TrafficGeyer.com for streamlined content distribution; PRWeb for press releases  For additional brand-related tool suggestions, see: o http://www.forwardm.com/branding/brand-toolbox/ 3|Page
  4. 4. 7941 Katy Freeway, Suite 1000, Houston, Texas 77024-1924Design Services Tools  WordPress hosting services on HostGator.com or Go Daddy.com  StudioPress premium templates for WordPress  Elegant Themes premium templates for WordPress  DryIcons.com for free icon sets  Favicon.cc to generate your “favorites icon” for bookmarking of your site  For additional website and graphical design tool suggestions, see: o http://www.forwardm.com/design/design-toolbox/Content Marketing Tools  Traffic Geyser  HootSuite  TweetDeck  Radian6  PitchEngine  PRWeb  YouTube or Vimeo for video sharing  Flickr, Google Picasa, or Shutterfly for photo sharing  SlideShare presentation and white paper sharing  For additional content marketing tool suggestions, see: o http://www.forwardm.com/content/content-marketing-toolbox/Professional Writing Tools  Market Samurai to determine keyword phrases to integrate into writing  Google AdWords external keyword tool to determine keyword phrases to integrate into writing  SEOBook or KeywordDensity.com tools for measuring keyword density in text  For additional content marketing tool suggestions, see: o http://www.forwardm.com/content/content-marketing-toolbox/ 4|Page
  5. 5. 7941 Katy Freeway, Suite 1000, Houston, Texas 77024-1924Commercial Photography Tools  Flickr  Google new Photovine.com  Shutterfly  Google Picasa  Adobe Photoshop for photo editingVideo Production Tools  Vimeo and Vimeo PRO  YouTube  Adobe Premiere  TrafficGeyser for video distributionSearch Engine Marketing Tools  Web CEO  Spyfu  SEOBook  SEOmoz  Google Webmaster Tools  Grader.com  W3C HTML Validator  For additional search engine marketing tool suggestions, see: o http://www.forwardm.com/sem/search-marketing-toolbox/ 5|Page
  6. 6. 7941 Katy Freeway, Suite 1000, Houston, Texas 77024-1924Social Media Marketing Tools  WordPress blogging on your own site  Twitter micro-blogging  LinkedIn and Facebook  YouTube, Vimeo, and Flickr for photos and videos; SlideShare for presentations & whitepapers  Digg for story distribution; TrafficGeyser for content distribution  Google + once it is added to Google Apps accounts  Radian6 (for companies, not individuals)  HootSuite or TweetDeck  Constant Contact email marketing, event marketing, pools & surveys  For additional SMM tool suggestions, see: o http://www.forwardm.com/social/social-marketing-toolbox/Mobile Marketing Tools  AppMakr  Mobile website generator plugins for WordPress  For additional mobile marketing tool suggestions, see: o http://www.forwardm.com/mobile/mobile-toolbox/Website Analytic Tools  Google Analytics  Adobe Omniture Analytics  VizMetrics Custom Dashboards & Executive Report Summaries  Pingdom mobile app for site monitoring & statistics  For additional website analytics tool suggestions, see: o http://www.forwardm.com/analytics/website-analytics-toolbox/Training & Certification Suggestions  Google Analytics Certified; Google AdWords Certified  Web CEO Search Engine Marketing Professional  Market Motive training & certifications  Online Marketing Institute training & certifications  Adobe Certified Experts (ACE) training & certification  For additional training and certification programs, see:  http://www.forwardm.com/training/ 6|Page
  7. 7. 7941 Katy Freeway, Suite 1000, Houston, Texas 77024-1924Tom King’s BioTom King is the President/CEO of Forward Marketing, a full service marketing firm specializing inInternet “Return on Investment”. Tom has served as an Instructor of Internet Marketing at HoustonBaptist University, led the Internet Marketing Seminar series at Houston Community College, andcurrently leads the Houston Website Designer Seminars at the Art Institute of Houston. He also sits onthe AIH’s curriculum advisory board. Tom has been Google Analytics, Web CEO Search Engine MarketingProfessional, and University of British Columbia Website Analytics certified.Tom has a BBA in Marketing from Texas A&M and a J.D. from Boston University School of Law. Hehosted the nationally syndicated CompuTalk radio show in the 1990s. He’s a frequent speaker onInternet Marketing strategy, content marketing process implementation and website design bestpractices. He can be reached at tk@forwardm.com or 713-449-2000. When not doing InternetMarketing, Tom likes keeping his boys occupied with outdoors activities such as when he caught a 5 foot60 pound alligator bar in Louisiana. To see the visit, go to YouTube, then search on “Tom King Houston”!Related LinksForward Marketing – http://www.ForwardM.comHouston Internet Marketing Forum (HIMF) – http://www.HoustonInternetMarketing.comTom King – http://www.TomKing.comModern IT Toolbox - http://www.forwardm.com/it/it-toolbox/Tom’s Alligator Gar Video -- http://goo.gl/TbhefOpportunityForward Marketing has Fall and Spring internships available to students with Entrepreneurship, Sales &Marketing degrees. You must work 2 days a week in West Houston near Memorial City Mall and theseare unpaid internships. Internship positions exist in the areas of Sales, Business Development,Marketing, Human Resources, Search Engine Marketing, and WordPress website design. 7|Page

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